How hoteliers are adapting their offers to relaunch their activities ?
In this period of pandemic where the whole world is slowing down, the hospitality industry must also reinvent itself and offer new services to its guests to relaunch activities but also to respond to new expectations or emerging trends.
There is no lack of creativity to respond to new trends and the hospitality industry deploys many concepts to attract its customers. To each his own ideas to meet the expectations of his customers. Here are, through this article, examples of what is happening in properties.
Preamble : The heavy trend.
New health protocols, a mark of service excellence
Properties are implementing new hygiene and cleanliness programs adapted to Covid-19 or more broadly to limit the spread of viruses through additional disinfection. The “cleanliness” of a room, a common space or a place is associated today and more than ever with a “virus-free” space.
Among the points of vigilance // Adapt your cleaning and treatment processes // Reduce contact between each person (customers and teams) // Ensure a safety and well-being environment that reassures without being too intrusive // Communicate widely and effectively on the devices // Promote respect for barrier gestures.
Concrete examples of implementation // Communicate as soon as the reservation is made, send the confirmation and even through its website on the protocols in place. Do not hesitate to ask the guest for his information needs concerning the protocols of your establishment or even the activities that he can carry out safely outside the property. From the entrance, limit the use of manual doors, ensure the presence of hydroalcoholic gel, masks available if necessary, provide reminder displays and wearing the required mask. Accompany in the room until the entrance by limiting the presence in the room of staff especially in the presence of the guest. Explain which services are available or not. Depending on the configuration of the hotel, it may be advantageous to set up distance signage to be observed on the ground. Use QR codes to present your devices, cards at points of sale, etc. … See in the medium term whether hygiene labels specific to Covid-19 are useful and even more reassuring for the customer. See the effectiveness of certain technologies (UV lamps, ozone treatment, etc.) for the disinfection of the premises and save on the costs of intervention by the teams. The technology should help limit the cost of these new disinfection protocols. Above all, communicate widely with the guest and ensure that the teams use the right terminologies.
What is also emerging :
Travelers’ expectations for 2021
- Service customization “I want to be taken care of !”
Creating a unique experience of stay has always been the credo of our professions. The difference today is the high personalization of the stay for each of our guests who are unique with very specific expectations. You have to excel today in the personalization of the stay, of the service in order to stand out.
Concrete example of implementation // In the room: the guest’s choice of a selection of cushions, duvets, blankets, a dominant color in the room or a certain light intensity, a choice of gourmet hospitality, specific drinks, monitoring of requests for activities client. The turndown service which can be provided under certain conditions must be personalized with a gift and a note. On arrival: ask the client about their researched or already planned activities, you have to know what the client expects to do before the end of their stay. All guest information is entered in the PMS or CRM for monitoring the stay or future stays (loyalty). Give guests the choice of changing their bedroom and bathroom linen (sustainable development program). In all these implementations, the involvement and perfect knowledge of the teams are essential for the personalization of the service and to bring your hotel to another level: raise awareness, train, involve your teams !
2. Smart or tech-savvy hotels “Simplify my stay and access to information”
The world around us is now involved in technology. Today technology helps not only the customer experience, but also the “contactless” experience which fits in with the times to reassure the customer of a secure and comfortable environment.
Concrete example of implementation // The hotel application can present the activities and the possibility of booking them easily, the provision of a tablet or a smartphone during the stay also allows access to information. If your technology allows it, favor remote check in / check out even if we know that guests prefer to keep in touch with the teams. For high-end establishments, it is necessary to ensure that the points of contact with the teams are maintained. For economical establishments, the use of technology makes it possible to simplify the service for greater efficiency and customer expectations. Study the possibility of implementing the home service or the “click & collect” locally through applications. These services can allow you to develop additional income.
3. Health through well-being stays ” I want to take care of myself”
Sport allows you to let off steam, to relax but above all to improve your quality of life. Providing opportunities for clients to stay active and healthy is essential. Offering yoga classes in a swimming pool, for example, will allow you to differentiate yourself from your competition. Services like personalized lessons or food awareness can make your client feel special and unique.
Concrete example of implementation // If you want to invest in these activities, determine your strategy first, depending on your markets, study your competitors to come up with solutions that will set you apart. It is not necessary to plan heavy investments: look at the latest spa & wellness trends. See if this matches your brand. Not all solutions or initiatives correspond to all hotels. Look to make partnerships with spa, wellness or sports brands that are in your range of establishment. Do promotional campaigns together. Communicate on social media about your programs, the benefits and their differences. Outsource your fitness or leisure activities (yoga, tai chi, meditations …) with partners.
4. Reconnect with nature “I want to go back to the sources, to simplicity, to nature”
Organizing special experiences that fully integrate the local culture and the unique characteristics of the hotel environment is now, more than ever, the essential approach. The more you aim for the high end, the more you must offer personalized and unique activities to your guests that meet their needs and which they have never been able to see before.
Concrete example of implementation // There are many examples of experiences organized by a hotel in its market to meet local populations, visit exceptional places, participate in activities close to nature to observe or approach animals. You have to think about where you are going, what will make the difference and what has not yet been done. This can broaden your offer and attract new customers already present in this market: Create special packages at your destination and personalized to your guests to give them a special character (personalized welcome, support, gift at the end of the visit, etc. …). Communicate on your blog what the destination has to offer to bring traffic and promote keyword research. Increase your chances of rectifying errors or problems that occurred during the stay by interacting with your guests in a personalized way before the end of their stay. Connecting with nature also means reconnecting with its nearby local environment, the more “social” role of hotels. Do not hesitate to get more involved in the life of your destination. Example // Offer rooms for clients in quarantine // Offer rooms to help certain travelers who cannot easily return to their country (via the Embassies for example) // Offer rooms to nursing staff during peak periods epidemic.
Growing demand :
The rental market for apartments & private villas
The vacation rental market goes to another level combining design and unique local experience. The search for distance, autonomy, but also family reunification or reunification of friends or private life promotes the development of rentals of apartments, houses or villas. Many hotels, concepts, have emerged and an increase in offers comes to compete more with the traditional hotel industry.
The Design
New seasonal rental concepts are appearing with an emphasis on design, as hotels have been doing for a very long time. Today, the market is different with its own character, unique architecture and decoration, high quality equipment and materials from the locality.
Through the apartment or villa offered for rent, all the functionalities of the spaces are studied. In mountain resorts, a room appeared for a long time, the “ski room” to be able to change, store your equipment before and after each outing. Everything is designed for your ski equipment but also your own things to dry or keep dry in good conditions.
Unique and Local Experiences
The majority of travelers find it important to have access to a local experience during their stay. Thinking about providing this type of experience in your establishment is crucial to attracting travelers to your home. These are numerous and do not require heavy investment but careful research on its destination.
Think about what exists around your establishment. Local food and its artisanal products are a first approach to these experiences: cooking lessons, pastry making, cocktail lessons … package with a dinner of local flavors served in an environment that represents your destination. The personalized VIP experience where everything is arranged, organized and booked in advance is also easy to develop: reserved leisure activities, restaurant reservations, transportation included to bring and return customers to each outing destination. Harness your customers’ preferences and personalize the experience to offer. Communicate these activities on your blog, introduce the personalities that customers will meet, tell their stories. Don’t hesitate to personalize experiences and avoid generic offers that won’t impress anyone. Offer these activities to your guests in advance so that they can give them time to make up their minds and book. This will help you organize yourself better with your partners. So sell these packages online on your site only!
What has already changed :
New travel trends for 2021
- More regional trips
According to a recent article on Booking.com, globally all over the world, the 10 most requested destinations in 2020 are not at all the same as until 2019. Today, local destinations accessible within driving distance by car are widely favored. By focusing on regional opportunities, an establishment can significantly improve its referencing through: greater communication on its blog on the destination, but also on social media to present the establishment to a wider audience.
2. Last minute booking trends
The period of the Covid-19 health crisis has changed a lot of the booking habits of our customers. The prevailing vagueness and the lack of visibility impact the way in which customers book. Restrictions on movement, travel, openings of places open to the public, push the traveler to be careful, wait until the last moment and ensure that the destinations are secure and the possibility of flexible reservation. Precisely monitor developments in booking trends // booking deadlines // source markets, in order to refine communication campaigns to optimize their efficiency. Highlight promotions and packages rather by adding services or benefits than by price alone (depends on your market): breakfast offered, welcome drink, lunch or dinner included…
3. Business and group travel down sharply
The development of teleworking and remote meetings during periods of confinement have drastically changed business travel. Companies also want to reduce the health risks of their teams by canceling trips and promoting remote meetings. Focus on the local and regional business potential as well and seek other types of income. Contact local businesses, study their new needs, build specific and personalized packages with them. Create coworking spaces adapted to sanitary rules. Highlight the advantage of high-speed wifi available and suitable work locations in hotels. Develop virtual spaces for seminars using technology and partnerships with start-ups.
Conclusion : hotel concepts appear to answer to these trends.
Developing hotel concepts !
A “sustainable” way of life and accommodation
A recent poll conducted by Condé Nast Traveler revealed that 58% of travelers admitted to choosing a hotel by seeing if it was committed to giving back to the local population and the planet. Developing your establishment with eco-responsible foundations does not always have to be complicated and heavy on investment. However, this approach brings enormous benefits for the development of its activities. Watch, in your markets, how customers are behaving about sustainability and improving your programs. The steps often start by looking at its supplies oriented more and more locally. Putting objects and materials from your destination in the rooms strengthens your role as a local actor. You can also put them up for sale on site for customers.
“Hybrid” concepts
By mixing two concepts, the hotel increases its audience. The concept of “Glostel” is a mixture of glamor and hostel, bringing the luxury side of the equipment (complete layout of a spa, for example) to a simpler type of hotel like the inn or the facilities are shared. For the concept to make sense, you have to do it the right way without being too trendy, too chic, but with a comfortable atmosphere for each client (The Green Elephant – Maastricht TGE).
The mix of nature and city life
Apart from sustainable development solutions, the hotel can bring the nature side in other ways. The use of plants, vegetation can bring a fresh side to the establishment such as the green walls which have developed over the past few years. The addition of vegetation is very beneficial for the customer experience, it brings a certain tranquility and relieves stress in general. The contribution of sound music on nature (sound of water, wind, insects, etc.) brings additional relaxation and well-being to customers. The key again is to provide each establishment concept with what best suits it in its market to meet the expectations of its customers. It is not always necessary to dedicate large budgets.
Stays away from home and remote work
Concepts are developed bringing an efficient and practical design around a mix between personal life and work. The example of hotel concepts with, in the bedroom, a part dedicated to perfectly integrated work hiding the sleeping area of the living room (Zoku Amsterdam). For this type of establishment, you have to know your market and your expectations in order to adapt your offer. To meet these new customer needs, we must not do things by halves. From the public part (lobby, breakfast area, bar) to the workspace or meeting area (seminar rooms, break spaces), you have to provide both comfort and ease of access to respond correctly to the needs of this market segment. Also keep in mind that you have to bring a little pleasure and fun to the facilities and communicate on social networks or your blog about the unique amenities of the establishment.
The combination of historic and modern architecture
The renovation of historic places by bringing a very modern architectural touch is a trend more and more appreciated by guests in the hotel industry. Whether it is ancient monasteries, ancient basilicas, cathedrals, courthouses, prisons or even cellars, the transformation of historic places with a touch of modernity gives rise to many new and inspiring concepts. Construction or renovation costs are higher but in the long term, the investment will be more profitable to stand out from the competition and keep its attractiveness to give guests a reason to visit the property. Any such concept must be well thought out in advance and developed completely without half measures to ensure its success.
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Today, it is very important to adjust your concepts in relation to the trends that are emerging, whether through heavy investments or not. By making the right decisions, your establishment will be able to maintain a competitive advantage and stay at the forefront of innovation to get through this difficult period.
