Global hotel groups
target the younger market. Hilton’s Doubletree brand, for example, is more appealing to the Millennial age group – once a hotel chain can get Generation Y to try their niche product, then I believe this age group will become loyal to that brand.” He adds: “Hotel brands such as Accor’s
Mercure are also moving towards high tech processes which will attract Gen Y, such as electronic concierges and guest recognition via their smartphone. It won’t be long before guests no longer have to go to the check-in desk on arrival to collect a room key, but will be able to go straight to their room and open it using their smartphone.” Accor announced in April that it was putting digital technology at the heart of the customer experience and rolling out a new system of check-in and welcome for guests that will see them invited to send check-in details two days before arrival. They are then sent a text message on day
Pictured: Marriott's Moxy Hotels; Below: Accor's Pullman St Pancras hotel
➔the chart and has made the single most
growth in the last 12 months at nearly 20 per cent on the last year. It has over 250,000 rooms across China but it is firmly focused on the budget market and an aggressive growth strategy. Like Hyatt, Choice Hotels has also been chasing Gen Y, announcing in May that it was repositioning its US brand Cambria suites to focus on Millennials and renaming it Cambria Hotels and Suites. Guests will enjoy enhanced technology in their rooms controlled by mobile devices, lobbies will be larger and more open with a central bar area and the reception area will be less traditional and more informal. The group has also switched on to the
“ Once a hotel chain can get Generation Y to try their niche
product, then this age group will become loyal to that brand
” 56 THE BUSINESS TRAVEL MAGAZINE
growing importance of user reviews and recently launched its online system, Verified Reviews. UK sales director Brian Garvan explains: “This provides travellers with an added layer of authenticity regarding reviews of Choice Hotels properties. Guests posting reviews on
choicehotels.com will be asked to provide their booking confirmation number to verify their stay at the hotel, and thereby provide potential guests with information from real guests in order to help them make their booking decision.” Head of land product at FCm Travel Solutions, Ryan Johnson, believes the hotel giants will need to work hard to attract Generation Y travellers. “Millennials’ loyalty in terms of hotel brands is different to that of the traditional business traveller,” he says. “Generation Y is more likely to opt for a
trendier brand such as Malmaison, instead of traditional chains like Marriott. Having said that, the bigger chains have recognised this trend, and are launching new brands to
of arrival confirming that their room and key are ready to collect with added information on parking and transport options. When they arrive, they can immediately pick up their key with no administrative formalities and go to their room. On departure, they hand the key back and are invoiced by email. Deputy chief executive marketing, digital solutions, distribution and information systems, Vivek Badrinath, says, “Accor definitely places digital technology at the service of its guests at every stage of their hotel experience – before, during and after their stay – adapting its hotel services to the new modes of consumption which are more mobile and connected.” Thanks to their constant brand updating,
the global hotel groups seem to be proving as attractive to corporates as ever, economic recovery or not. Their predictable levels of service, great geographical spread and opportunities for leveraging spend make them almost indomitable as long as they keep innovating and continue to offer real value for money. FCm’s Johnson adds: “Based on our
current booking trends, corporates are still very keen on the big hotel chains. We have seen around 30 per cent growth over the last four months in bookings for hotel
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52 |
Page 53 |
Page 54 |
Page 55 |
Page 56 |
Page 57 |
Page 58 |
Page 59 |
Page 60 |
Page 61 |
Page 62 |
Page 63 |
Page 64 |
Page 65 |
Page 66 |
Page 67 |
Page 68 |
Page 69 |
Page 70 |
Page 71 |
Page 72 |
Page 73 |
Page 74 |
Page 75 |
Page 76