SKIFT TALKS DISRUPTION


The ever-changing makeup of the global hospitality industry was put under the microscope by Skift. Speakers from across the sector offered their views on subjects ranging from the continued threat of Airbnb to what hotels could learn from the food and beverage industry. Two boutique hotel pioneers joined Skift Editor-in-Chief Jason Clampet to discuss the sector’s future. Despite the growing influence of big-name legacy hotel companies in the area, both Josh Wyatt, president of Equinox Hotels, and Anwar Mekhayech, principal of DesignAgency, were both optimistic about the future. Indeed the very presence of the likes of major groups in the sector means that we could see a return to the original spirit that drove popularity in the early days of boutique hotels. Not all hotels can or want to be boutique but if that is the aim then they can’t be afraid to have a voice. Being


bland is unforgivable. The growth of Airbnb is also going


to force hotels to change. Customers looking for a cool place to stay now have more choice than ever. For some owners it’s going to be painful. But one way of differentiating is to hook up with the right food and beverage provider. A coffee shop or restaurant could make all the difference. One of the ways Airbnb and Uber have changed consumer behaviour is in the realm of feedback. A decade ago if someone wanted to know how you


rated an experience you’d be forced to tick some boxes on a form.


Now as soon as you’ve had your ride, Uber asks you for your view and rating. This remains a challenge, particularly for hotels, which have been slow to adapt to the speed of change. There are other areas where the lack of data causes problems. From the moment customers check in to the moment they leave, little effort has gone into understanding how guests behave. Skift CEO Rafat Ali chatted with three travel tech bosses about innovation


within the hospitality sector. Alexander Shashou, president of hotel operations app Alice; Alexandra Zubko, co-founder of direct booking platform Triptease; and Marc Heyneker, CEO of reputation manager Revinate, gave their opinion on where the opportunities lay. The hospitality sector remains weighed down by a lot of legacy technology. Some property management systems are incredibly dated and don’t always provide the amount of detail necessary for hotels to understand their customers.


WTM Review 2016 73


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