{"id":20858,"date":"2011-05-24T10:31:02","date_gmt":"2011-05-24T08:31:02","guid":{"rendered":"http:\/\/www.whalecottage.com\/blog\/?p=20858"},"modified":"2011-05-24T10:31:02","modified_gmt":"2011-05-24T08:31:02","slug":"hotel-guests-of-future-want-automated-service-with-personal-attention","status":"publish","type":"post","link":"https:\/\/www.chrisvonulmenstein.com\/blog\/accommodation\/hotel-guests-of-future-want-automated-service-with-personal-attention\/","title":{"rendered":"Hotel guests of future want automated service with personal attention!"},"content":{"rendered":"

\"\"<\/a>Contradictory needs of the hotel guest of the future\u00a0could make it difficult for accommodation establishments to offer their guests the\u00a0best possible satisfaction, in their almost contradictory need for greater automation, yet they increasingly require personal service.\u00a0\u00a0 This is one of the trends identified in the ‘Hospitality Trends and Opportunities 2011″ report prepared by Market Metrix<\/strong>.<\/p>\n

In focusing on ‘Key trends that will impact hospitality” in its report, the following four trends are identified for the hospitality industry:<\/p>\n

1.\u00a0\u00a0The Generation Y<\/strong>, 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.\u00a0 They are the most “fickle,\u00a0unpredictable, picky, fussy guests of all!”.\u00a0 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.\u00a0\u00a0 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.\u00a0 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!\u00a0 The report recommends segmenting this group into specific target markets, such as sport lovers and\u00a0music lovers.\u00a0 Loyalty programs are of interest to this group, but should be customised and personalised, and not be bureaucratic in their administration.<\/p>\n

2.\u00a0\u00a0 Guests look for experiences<\/strong>\u00a0 to enrich their travel, and are no longer just seeing a hotel as a place to sleep.\u00a0 Guest are interested in staying fit\u00a0and connecting with nature, by going to parks, by hiking,\u00a0and by doing adventure activities.\u00a0\u00a0 Green tourism is an important trend, in that guests want to stay in environmentally-friendly hotels, walk, cycle and use public transport.\u00a0 Hotels should make bicycle hire a service to offer, and even rent hybrid cars.\u00a0\u00a0 It could even extend to arranging for guests to volunteer for a community project.\u00a0 The history of a region, cultural growth, visits to the theatre, and educational activities are of increasing interest to tourists.\u00a0 Guest loyalty will\u00a0result more from emotional connections made than from ‘rational, incentive-based initiatives’.\u00a0<\/p>\n

3.\u00a0\u00a0 Travellers hard hit by the recession are\u00a0seeking value<\/strong>.\u00a0 This is the frugal traveller personified, one who looks for deals ‘like a competitive sport’, and therefore the brand loyalty is low.\u00a0 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.\u00a0\u00a0 Online searches reflect that guests look for promotions, and discounts on or free parking and airport shuttle services.\u00a0 A swimming pool is an important feature to offer.<\/p>\n

Value is created through five elements, says the report:<\/p>\n

\u00a0\u00a0\u00a0 *\u00a0\u00a0 The room and what it offers – cleanliness, its size, the comfort offered, the entertainment it has, and the equipment in the room<\/p>\n

\u00a0\u00a0\u00a0 *\u00a0\u00a0 The physical property – its exterior and public space, including landscaping, cleanliness, architecture and size<\/p>\n

\u00a0\u00a0\u00a0 *\u00a0\u00a0Personal Service –\u00a0\u00a0\u00a0the friendliness of staff, and their attentiveness, professionalism, and personal recognition<\/p>\n

\u00a0\u00a0\u00a0 *\u00a0\u00a0 Functional Service – speed of service, efficiency, and the check-in and check-out efficiency<\/p>\n

\u00a0\u00a0\u00a0 *\u00a0\u00a0 Food and Beverage – quality, room service, variety, good prices\"\"<\/a><\/p>\n

Exceptional service is highly regarded by guests, and can represent up to 65 % of the guest’s value perception.\u00a0 The report recommends spending more time on improving service rather than adding more product features.\u00a0\u00a0 The accommodation establishment should try to turn the focus of the guest away from low prices and more on value.<\/p>\n

4.\u00a0\u00a0 Guests are staying connected more, and technology<\/strong>\u00a0 can be used to communicate with guests before they arrive as well as during their stay.\u00a0 For example, the guest receives an e-mail as well as sms confirmation of the booking.\u00a0 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.\u00a0 Details about shopping, recommended places to visit, events taking place in the area during the guests’ stay,\u00a0prices one could expect to pay for a taxi, etc are provided.\u00a0 The cellphone is swiped over a sensor on arrival, and then serves as the room key.\u00a0 On opening the room door, the curtains open, the lights turn on, and the TV displays a personalised message.\u00a0\u00a0 On checking out, guests receive an sms,\u00a0thanking them for their stay, and requesting feedback.\u00a0\u00a0 Later an sms is sent, with another thank you,\u00a0and a promotional offer for another stay.\u00a0 “You can’t wait for your next trip!”.<\/p>\n

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.<\/p>\n

Chris von Ulmenstein, Whale Cottage Portfolio:\u00a0 www.whalecottage.com<\/a>\u00a0 Twitter: @WhaleCottage<\/p>\n","protected":false},"excerpt":{"rendered":"

Contradictory needs of the hotel guest of the future\u00a0could make it difficult for accommodation establishments to offer their guests the\u00a0best possible satisfaction, in their almost contradictory need for greater automation, yet they increasingly require personal service.\u00a0\u00a0 This is one of the trends identified in the ‘Hospitality Trends and Opportunities 2011″ report prepared by Market Metrix. […]<\/p>\n","protected":false},"author":3,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":"","_jetpack_memberships_contains_paid_content":false},"categories":[7,124,248,22,21],"tags":[11594,1700,11600,11603,11592,3676,11602,9887,32378,11598,11597,11599,11596,10768,887,146,11591,11601,10663,11595,2848,11593,255,11604,32373],"aioseo_notices":[],"aioseo_head":"\n\t\t\n\t\n\t\n\t\n\t\n\t\n\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t