THE KNOWLEDGE 4 Supplier perspective
Jonathan Sheard, SVP Mercure Hotels Northern Europe
MID-SCALE HOTELS MUST INNOVATE
Mercure Hotels' Jonathan Sheard cries out for more innovation in the mid-scale hotel market which, he says, must work harder to keep their share of the business
T
he mid-scale hotel market is the largest sector in the UK in terms of room nights. In part, this is because the British public still has a desire
to stay in a comfortable full-service hotel at an affordable price. But we can never take this goodwill for granted. The mid-scale sector needs to continue to
innovate to ensure customer loyalty during current times, especially since we are seeing strong improvement in budget hotel brands and cheaper tactical deals from the large luxury market. The budget market has boomed in the last decade with dynamic entrants challenging the established brands. It has crept into the ‘lifestyle’ choice for the guest, an emotional connection that was once was the foundation for the mid- and upscale hotel sectors only. So what can the mid-
Jonathan Sheard, Senior Vice President,
Mercure Hotels Northern Europe
Jonathan Sheard is the Senior Vice
President for Mercure Hotels in Northern
Europe. He has held this role since late 2011 and is
responsible for leading Accor’s mid-scale brand
Mercure. Sheard has been involved in the hospitality sector for 30 years. He joined
Accor in 1992 as the General Manager for
Novotel Sheffi eld and quickly rose up the ranks ranks to
become Director of Operations of
Novotel UK and subsequently Director of
Operations for Mercure UK.
scale sector do in this environment? We recently conducted a study with Ipsos Mori which challenged us to rethink the way we welcomed our guests. It may sound obvious,
but the welcome enables a greater emotional connection between guest and hotelier. Technology and design has enabled great improvements in the way we welcome guests to the hotel. So where does the
welcome start and how does it manifest itself in the hotel during the stay? The welcome actually begins even before the guest enters the hotel. At the point of booking, a guest should receive an email or text to confirm their stay and show that the hotel is
looking forward to their expected visit. Then there is the arrival point. Hotels are
transforming the once solely practical and impersonal reception area into a dynamic, design-led social space. Once a barrier between hotel and guest, reception desks across the country are being replaced by an approach based on friendlier, easier and more personable interaction. We see coffee houses or drinks brands now putting your name on the cup or bottle. Hotels must offer a welcome which is this personal. The host coming to meet the guest, pouring coffee and sitting in a comfortable environment is the hotel’s way of saying, “We expected YOU.” The place where the guest arrives is
essential to the welcome experience. New hotel public spaces feel increasingly like designer lounges with cool furnishings and social layouts that have an openness about them. Modern lifestyles have led to open- plan living at home and hotels should echo this increasingly popular design. Mercure uses the 'table d’hotes' concept. Meaning 'togetherness', the furniture is
“We see coffee houses and drinks brands now putting your name on the cup or bottle. Hotels must also offer a welcome which is this personal”
designed to bring people together. Public spaces in hotels now have comfy, trendy sofas, tables to work at, and areas for groups of people and places where individuals can feel at home. Again, technology is essential. Free wifi access must be available in this space; it should be expected by any guest for their modern lifestyle. The new welcome is about being in a public space you want to spend time in – a functional but emotional space. It should be a space to meet friends and colleagues, or simply to relax, work or rest. Where does the welcome end? For any
good hotel, the welcome of the guest should never end. Check-out can again be completed through a phone or other mobile device, but the check-out should really say: “We look forward to welcoming you back”.
THE JARGON BUSTER
ACRONYMS: sadly you just can't get away from them in the dynamic world of business travel. So to help you out we've listed some of the most commonly used ones below, just so you don't get your Best Available Rates confused with the British Association of Removers.
ACTE ADR APIS
Association of Corporate Travel Executives average daily room rate
Advanced Passenger Information System
ATOC Association of Train Operating Companies BAR BTC
best available rate business travel centre
CDW collision damage waiver CRM CRO CRS CSR DDR ETES FFP GDS
hotel booking agent
customer relationship management central reservation office central reservation system corporate social responsibility daily delegate rate end-to-end solution
frequent flyer programme global distribution system
GTMC Guild of Travel Management Companies HBA
HBAA IATA ITM KPI
LRA MI
MIA MPI
NDC OBT OTM PNR RFP ROI SBT SLA SME
Hotel Bookings Agents Association International Air Transport Association Institute of Travel & Meetings key performance indicators last room availability
management information Meetings Industry Association
Meetings Professionals International New Distribution Capability online booking tool
online travel management passenger name records request for proposal return on investment self-booking tools
service level agreement small and/or medium-sized business/es
SMMP strategic meetings management programme T&E TMC
travel and expenses travel management company THE BUSINESS TRAVEL MAGAZINE 13
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