hotels


Is the world really our oyster?


PhiliPPe RossiteR is chief executive of the Institute of Hospitality


Global room rates grow in 2011


New research showing a 4 per cent increase in average hotel room prices across the world in 2011 is a sign that national economies are recovering, according to hotels.com. Te Hotels.com 2012 Hotel


T


he world economy is undergoing major changes with far-reaching consequences for both tourism and hospitality. While none of


the BRIC – Brazil, Russia, India and China – countries currently feature in the UK’s top ten inbound provider countries, their visitor numbers are increasing steadily. China and India, both with more than


a billion citizens, account for more than a third of the world’s population and all four BRIC economies are pivotal in the creation of a new global middle class. According to Ernst and Young’s Tracking Global Trends Report (2011), emerging markets will have overtaken the developed economies when measured by share of total GDP by 2014. In the UK’s attempts to lure this new


breed of traveller, however, critics argue that ground has already been lost to European rivals such as France and Germany – partly due to government policies putting the UK at a competitive disadvantage. In a few months’ time, the 2012 Games


will act as a powerful advertisement to the world and put London and Britain into the living rooms of millions of television view- ers. Politicians now need to recognise a more accessible visa application process will do much to facilitate the desired long-term legacy of the Olympics: to convert aspira- tions into holidays in the UK. Looking ahead, demographic changes are


set to pose new challenges. Te working- age population of Western economies will decline and skills shortages will be exacer- bated. Tat’s why the Institute of Hospitality has been raising awareness of the benefits of greater age diversity in the workplace and has supported the publication of a knowl- edge pack on this subject. The case for recruiting and retaining


older workers: a business imperative for the hospitality sector was produced by Capita Consulting on behalf of the Department for Work and Pensions. Te document will be of interest to students, lecturers and HR departments. It can be used to update ageing workforce issues on websites and in reports, policy and training materials. For a copy, email: library@instituteofospitality.org


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Price Index (HPI) has found that average room rates in 69 of the 88 city or resort loca- tions analysed had increased during the past 12 months. Meanwhile, the hotels.


com research also found the average London room price during this summer’s Olympic period are 102 per cent higher than for the same period last year. Writing in Leisure Opportunities (6 March),


hotels.com: Higher global room rates point towards economic recovery


however, British Hospitality Association (BHA) chief executive officer Ufi Ibrahim said prices had increased due to the weight of demand. Ibrahim said: “A BHA study of 33 hotels rep- resenting 10,000 London rooms shows they


are already 78 per cent full for the period and expect to be no less than 95 per cent full. “At least eight are already 100 per cent full.


With such demand, rates inevitably increase but they will eventually find a level commen- surate with the demand.” Read more: http://lei.sr?a=o6g0K


London boutique hotel to open ahead of 2012 Games


Te Ampersand Hotel, one of London’s origi- nal Victorian boutique properties, is to reopen in South Kensington following an extensive redevelopment and renovation programme. Dexter Moren Associates have overseen the exterior and interior design of the 111-bedroom


property, which spans 5,665sq ſt (526sq m) and will comprise a Technogym-equipped gym. Facilities will also include The Drawing


Rooms patisserie and the Apero dining con- cept. It will open in time for the 2012 Games. Details: http://lei.sr?a=C4X7m


Augmented reality hotel opens in London


Olympians and Paralympians have been brought to life at Holiday Inn London Kensington Forum aſter the hotel chain launched its new augmented reality hotel. Guests will be able to use


their smartphones and tablets to see athletes including wind- surfer Nick Dempsey perform in the property’s reception, corridors and bedrooms. Te hotel operator worked


with Contented Brothers, which filmed and edited the content, and Aurasma – pro- vider of the soſtware hosting the augmented reality. Holiday Inn’s Mike Greenup said: “Te aug-


Windsurfer Nick Dempsey is one of the British athletes ‘brought to life’ Nick Dempsey added: “Being able to pick up


mented reality gives guests a behind the scenes look at real athletes as they prepare for London 2012 in and around the hotel.”


Read Leisure Opportunities online: www.leisureopportunities.co.uk/digital


your phone and see athletes appear as if they were right in front of you is unbelievable.” Read more: http://lei.sr?a=D8w9v


Twitter: @leisureopps © CYBERTREK 2012


image: nedski/shutterstock.com


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