Contradictory needs of the hotel guest of the future could make it difficult for accommodation establishments to offer their guests the best possible satisfaction, in their almost contradictory need for greater automation, yet they increasingly require personal service. This is one of the trends identified in the ‘Hospitality Trends and Opportunities 2011″ report prepared by Market Metrix.
In focusing on ‘Key trends that will impact hospitality” in its report, the following four trends are identified for the hospitality industry:
1. The Generation Y, now 17 – 34 years old, are seen to be the largest consumer group in the USA – this age group is least loyal, most emotional, and least satisfied as guests of hospitality establishments. They are the most “fickle, unpredictable, picky, fussy guests of all!”. The report says that due to their young age, this group will be around for some time to come, and therefore one needs to win them over for long term success. Despite their focus on all things technical, such as electronic check-in, concierge, and room service, this group also wants personal attention and customised service. This is in contrast to hotels such as Comfort Xpress, which has automated the entire guest stay, to such an extent that the guests do not have to speak to a staff member throughout their stay! The report recommends segmenting this group into specific target markets, such as sport lovers and music lovers. Loyalty programs are of interest to this group, but should be customised and personalised, and not be bureaucratic in their administration.
2. Guests look for experiences to enrich their travel, and are no longer just seeing a hotel as a place to sleep. Guest are interested in staying fit and connecting with nature, by going to parks, by hiking, and by doing adventure activities. Green tourism is an important trend, in that guests want to stay in environmentally-friendly hotels, walk, cycle and use public transport. Hotels should make bicycle hire a service to offer, and even rent hybrid cars. It could even extend to arranging for guests to volunteer for a community project. The history of a region, cultural growth, visits to the theatre, and educational activities are of increasing interest to tourists. Guest loyalty will result more from emotional connections made than from ‘rational, incentive-based initiatives’.
3. Travellers hard hit by the recession are seeking value. This is the frugal traveller personified, one who looks for deals ‘like a competitive sport’, and therefore the brand loyalty is low. There is great resistance to rate increases. The key is to offer guests value, which means that expectations are met or exceeded relative to the price paid. Online searches reflect that guests look for promotions, and discounts on or free parking and airport shuttle services. A swimming pool is an important feature to offer.
Value is created through five elements, says the report:
* The room and what it offers – cleanliness, its size, the comfort offered, the entertainment it has, and the equipment in the room
* The physical property – its exterior and public space, including landscaping, cleanliness, architecture and size
* Personal Service – the friendliness of staff, and their attentiveness, professionalism, and personal recognition
* Functional Service – speed of service, efficiency, and the check-in and check-out efficiency
* Food and Beverage – quality, room service, variety, good prices
Exceptional service is highly regarded by guests, and can represent up to 65 % of the guest’s value perception. The report recommends spending more time on improving service rather than adding more product features. The accommodation establishment should try to turn the focus of the guest away from low prices and more on value.
4. Guests are staying connected more, and technology can be used to communicate with guests before they arrive as well as during their stay. For example, the guest receives an e-mail as well as sms confirmation of the booking. A link to the hotel mobile website is sent to the guests, enabling them to check out the facilities, sport matches to be shown, etc. Details about shopping, recommended places to visit, events taking place in the area during the guests’ stay, prices one could expect to pay for a taxi, etc are provided. The cellphone is swiped over a sensor on arrival, and then serves as the room key. On opening the room door, the curtains open, the lights turn on, and the TV displays a personalised message. On checking out, guests receive an sms, thanking them for their stay, and requesting feedback. Later an sms is sent, with another thank you, and a promotional offer for another stay. “You can’t wait for your next trip!”.
The report states that hotels are slow to adapt to the technology which makes the above possible, and encourages establishments to gather more information about, and to connect with, their guests more quickly.
Chris von Ulmenstein, Whale Cottage Portfolio: www.whalecottage.com Twitter: @WhaleCottage
An American article guides restaurants with ‘25 Restaurant Marketing Ideas, Tips and Strategy to win in the food business’, most of which are applicable to South Africa too. Local restaurants are not known to be good at marketing their food and service! The list of ideas suggested is as follows:
