ANALYSIS
on the ‘Internet of Things’ concept, while Hilton’s ‘Connected Room’ approach is being tested in a relatively small number of properties so far. But this is set to change this year as both
hotel brands – mainly in the US but also in the UK – roll out rooms where guests can control amenities, such as temperature, lighting, and other room preferences via a smartphone app at Hilton or voice activa- tion at Marriott.
BATTLE OF THE BRANDS Yet introducing new technology into hotels is not the only game in town; the battle for the business traveller of the future is also being fought over the brands themselves. Despite the surge of new brands in recent years – hotel analyst STR calculates there are now nearly 1,000 hotel brands world- wide – there is seemingly no end in sight for further expansion. Midscale seems the current sector of
choice by the major hotel groups. IHG’s new Avid brand, for example, is the latest of a clutch of concepts aimed at travellers – both business and leisure – who are on a budget and seeking contemporary but practical design features. Hilton’s Tru brand targets this group and especially focuses on the ubiquitous mil- lennials by prioritising facilities including comfortable beds, high-quality showers, a free breakfast bar and large lobbies for those wanting to play games, eat or simply relax. But is the current focus on brands a misstep? “One of the biggest challenges hotels face is the decreasing value of their brands and their shrinking base of loyal guests,” suggests a recent study of prospects for the hotel sector by consultancy Deloitte. “From OTAs to the commoditisation of hotels, brands need to extend and deepen their relationship with travellers in order to stay relevant.” The study also suggests hotels need
to rethink their lobby function to allow travellers – particularly those on business – to relax after a long journey. The Tisch Centre’s Professor Hanson agrees, and suggests the traditional check-in desk is on the way out as hotels offer more relaxed lobby environments. Hotel de Crillon in Paris, for example, reopened last year after a four-year refur- bishment with an open lobby where check- in formalities are carried out as though in an elegant sitting room. Yet for all the vibrancy that the hotel world is displaying with its focus on
36 BBT March/April 2018 Hilton’s Five Feet to Fitness kiosk is being rolled out in US hotels Trends to watch
Limited room service The days when tired business travellers came back to their room after a long day to find their room tidied up and their bedspread removed may be coming to an end. More hotels are making a turndown optional, according to veteran hotel industry observer Bjorn Hanson, from New York’s Tisch Centre for Hospitality and Tourism. The reason is twofold: the service costs extra in staff time and resources (sheets and towels) while some travellers, he suggests, are concerned about having their ‘personal space’ invaded when not in the room.
Staffed by robots The real buzz in hotel technology is the introduction of robots to take over routine jobs, such as baggage delivery or room service. Marriott’s Aloft hotel brand was among the early adopters introducing a three-
innovation and investment in new products and facilities, a rather darker trend is emerg- ing: a willingness to impose ever-more egregious fees for services which used to be included in the room rate. New Tisch Centre data suggests a 5 per
cent hike in total US hotel fees last year to US$2.7 billion – helped by the spread of traditional leisure ‘resort fees’ to the cities. Two Hilton properties in New York City, for example, recently tested a US$25 a night ‘urban destination fee’. Several Marriott
foot tall robot nicknamed ‘Botlr’, mainly because it had a black bow-tie painted on its front. It captured the imagination and ‘Botlrs’ can now be found in four other Aloft properties in the US. At the Las Vegas Mandarin Oriental, ‘Pepper’ is a distinctly feminine four-foot tall humanoid robot which supports staff by answering guest questions and providing directions, although ‘she’ has a penchant for featuring in guests’ ‘selfies’.
Investing in ‘wellness’ Hotel brands are continuing to invest in the ‘wellness’ trend. Last year, Hyatt paid US$375 million for health hospitality brand Miraval, a fee that includes upgrades to three US ‘wellness’ resorts. It then bought Exhale, a spa chain, for an undisclosed fee. Hyatt CEO Mark Hoplamazian is clearly a man on a mission: “Our purpose is to care for people so they can be their best,” he says.
properties in Manhattan have also been ‘testing’ similar extra fees in recent months. But the growing ubiquity of such fees is
not confined to the Americas: they are also reportedly making an appearance in the UK and some European city hotels, according to traveller reports, which suggests the chains are testing the market rather than introducing comprehensive new fees. Yet it is something the savvy corporate traveller and travel buyer need to keep an eye on.
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