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So we are into a new decade. What do we have to look forward to in the hospitality property industry?
Stay with me and I’ll tell you.
Welcome to another edition of Hospitality Property School.
I am your instructor, Gerry MacPherson.
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We here at Keystone HDC, we want to wish you a Happy New Year and take a few moments to explore upcoming hospitality property trends in order to help you lay the foundation for your success in 2020.
Here are the top things you should consider.
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Go green
A focus on environmental sustainability isn’t new, but the degree to which your guests expect eco-friendly products and services has grown.
Simply suggesting that guests reuse towels for an extra day isn’t enough; today’s traveller wants to stay at properties that have integrated green practices in all aspects of their business.
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For example:
- Qualifying for a “Leadership in Energy and Environmental Design (LEED) Certification”
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- Installing solar power
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- Improve water conservation
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- Cut back or stop using plastic
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- Implementing motion sensors that will turn off the power once no motion has been detected for a certain period of time.
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- More eco-friendly options for waste disposal by introducing recycle bins in guestrooms and compost bins in F&B outlets.
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- Meat alternatives in F&B
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Smart rooms
The internet of things is spreading not only into homes but also into hospitality properties. From access to streaming services to a room key on your smartphone, the essential amenities in a guestroom are becoming increasingly digital. Guests want concierge services or temperature controls at the push of a button (or tap of a finger), and voice-activated controls are expanding beyond simply asking Alexa to play your favourite song.
Many of these innovations require only minimal changes to a modern guestroom, so a forward-thinking hotelier or innkeeper can implement them quickly and efficiently.
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For example:
- Properties giving the guest the capability to allow them to log in to their favourite streaming accounts and then automatically get logged out upon check-out.
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- Wireless device charging
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- Tablet-based control and or digital controls for temperature, light, power and information.
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- Soundproofing tech
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- Voice-activated controls.
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- Smart mirrors that combine a TV screen and a guest room mirror.
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- Keyless door entry
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Producing content for your property & region
Preparing content can be expensive and time-consuming and many property owners feel that the lifespan of a piece of content is far too short. Be strategic and use the same content on many different platforms.
For example, write a blog post, divide it into tweets, Facebook, Instagram etc. posts with images. Record your blog post for podcasts and create a video for multiple platforms.
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Changing workforce
While an increasingly digital world means that an employee’s tasks are changing, the workforce itself is changing too.
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- Technology makes a global workforce possible, with communication tools that can connect teams and drive efficiency. But as economic and political factors complicate immigration or force some people to relocate, hotels may face challenges in hiring or retaining employees.
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- More generation Z are entering the workforce and most are “digital natives,” meaning they’ve never lived in an age without the internet, and their views and habits around technology use and social media may be different than those of older generations.
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- 2020 will be the year of hotel worker safety, as in the USA, several states and cities have passed legislation requiring hotels to implement employee safety devices (ESDs), ranging from fixed panic buttons behind the front desk to portable panic buttons for the housekeeping staff.
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- With capabilities like scheduling, resource allocation, and time-off requests, labour management systems are a crucial addition to every hotel department with staffing requirements.
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Technology
Innovation in the hospitality property technology sector has been blazing ahead at a rapid pace;
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For example:
- New technology allows hotels to add compelling upsell options for room upgrades, transportation, F&B amenities, tours, and other add-ons during or after the booking process.
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- Many revenue management systems already use pricing algorithms supported by artificial intelligence, which determines the optimal prices by analyzing a slew of historical, forecast, and market data.
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- Mobile check-in allowing guests to bypass the front desk and go straight to their rooms with a mobile check-in process, which provides a digital room key on a guest’s smartphone instantly.
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- Guests don’t want to sacrifice their workout routines while travelling, so some properties are investing in fitness programs that guests already know.
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- Properties can optimize their websites constantly with the help of artificial intelligence, thus improving guests I. booking experiences.
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- More guests are completing the entire booking process on their smartphones, so hoteliers must ensure their websites are mobile-friendly.
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- Upgraded WiFi, offering up to 1000 mbps.
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- Properties must upgrade their payment technology to accept payments via near field communication (NFC).
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- Mobile concierge allowing the making of restaurant reservations, tour bookings, and area information in the palm of your hand; mobile concierge apps give guests instant answers and recommendations.
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- More automation letting systems handle “busy work” like answering common guest questions and sending reports can free up time for more important tasks.
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- Self-service “markets” allow guests to quickly purchase F&B at a self-checkout, which saves on staffing costs and helps hotel outlets compete with supermarkets and quick-service restaurants.
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- More personalization by using data collected about guests to create a more tailored experience.
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- Improved cybersecurity
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- The use of AR & VR. Travellers want to know everything about a hotel before booking it, so what could be better than a virtual reality tour of a guestroom?
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Traveller preferences
Travellers are seeking new experiences, whether through wellness, outdoor activities, gastronomy, or a specific interest like sports or music. They’re travelling solo, with a group, or on business, and they might learn about a destination or travel brand via social media, rather than traditional marketing channels.
Travellers are buying less and doing more; instead of buying a new car or an expensive TV, they’re opting for longer or pricier trips, tours, or dining experiences.
Blending work and vacation, a bleisure traveller extends a business trip to allow for a few days of leisure time.
Immersive travel experiences like yoga retreats, surf camps, and animal encounters that often offer unique activities and accommodations.
Staycations, vacation in your own city. Skip the lines at the airport and enjoy a hotel near home.
Themed travel such as theme park experiences, health & wellness travel, cannabis tourism, bringing pets on vacation, medical tourism, culinary travel, sports-themed experiences.
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Hotel design
What will the hotel of the future look like? Based on these trends, it will be a lot less “big box” and a lot more “out of the box.” Hotel design trends show a focus on art, community, and uniqueness.
The local design may be influenced by Airbnb’s local focus, guests are preferring design that reflects the unique character of the destination, integrating area artists or cultural themes.
In an effort to build a sense of community in lobby areas, hotels are becoming more creative with the types of public spaces offered, from shared workspaces to kitchens to game rooms.
Not simply a place to sleep, hotels are stretching their artistic limits with unique lighting, funky furniture, unexpected colour schemes, and eye-catching artwork.
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Globalization
In a world so connected by business and economic ties, it only makes sense that globalization would have implications in the hospitality property industry. As globalization drives incomes in countries around the world, more people can afford to travel, which means that properties face opportunities and challenges that come with accommodating new travellers from different places. Along with this rising middle class, increased income inequality further distances the highest earners from the rest. Luxury travellers continue to have an appetite for over-the-top experiences, so high-end properties must continuously come up with creative and innovative offerings to wow their guests.
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Setting goals & sticking to them
The digital marketing world is brimming with bright, shiny objects to chase after, but this year, it will be important to make an extra effort to ignore their enticing glow and stay focused on executing your long-term goals.
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In conclusion
There’s no doubt that technology, sustainability, and security will play a greater role in hospitality property operations in the next decade. With a solid understanding and implementation of some or all of these hospitality property trends, we know it will add to the success of your property.
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⇒ TO READ OR LISTEN TO THIS EPISODE ON KEYSTONE HOSPITALITY PROPERTY CONSULTING:
https://keystonehpd.com/KHDC175
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⇒ And don’t forget to join the “6 Day Challenge” here:
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RESOURCES & LINKS MENTIONED IN THIS EPISODE:
The Keystone HDC Training Tutorials
https://courses.keystonehospitalitydevelopment.com/
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Keystone HDC Post Downloads
We add to them every month.
https://keystonehpd.com/KHDC140
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Join our community in “The Hospitality Property School Group” – Check it Out for One Full Week for Only $1
https://keystonehpd.com/membership-site
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Linkedin: https://www.linkedin.com/company/keystone-hospitality-development/
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Listen to The Hospitality Property School Podcast here:
https://keystonehpd.com/itunes-podcast
https://www.spreaker.com/keystonehdc
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Hospitality Property School is a division of Keystone HDC
