tapping in to one of the hottest topics in wellbeing. With sleep such a big priority, it’s a huge opportunity for hotels to get it right. According to the JD Power 2019 North America Hotel Guest Satisfaction Index, quality of sleep is one of the most important components of a hotel guest experience, with the potential to drive overall satisfaction and brand loyalty. Of guests who do experience better- than-expected quality of sleep at their hotel, 78% said they would definitely return to that property. One hotel focused specifically on this is the Zed Rooms concept by Cuckooz in the UK, which offers stays in duplex apartments with Simba’s Hybrid mattress, sleep- friendly treats in the fridge, a calming classical soundtrack, and pillow spray. Meanwhile, luxury travel brands should also prepare for clients’ children to put increasing pressure on their parents to travel responsibly. “Children are not prepared to stay
silent about climate change and are taking their parents to task about their travel choices,” Saven said, advising brands to position themselves to appeal to these “rising activists” in the future. “They have eco-consciousness baked
into them and they want guilt-free travel and learning experiences,” she added. “For many people now, sustainability is inextricably linked with luxury.” Saven highlighted also how there is an
increasing opportunity to financially incentivise customers to enjoy their eco-behaviour, such as high-end ski and chalet company Lagom. Based on asking questions such as “how often do you want your bed linen laundered?”, “do you want toiletries or not?”, “do you want robes and slippers?”, guests’ decisions then reduce the cost of a stay, as they strip out things they don’t want.
Lagom rewards clients’ eco-friendly behaviour
fresh perspective People’s longing for clean air and any connection with nature will also push
Kimpton Gray’s ‘plant pop-up hotel’ in Chicago
them towards those brands and destinations that help them achieve this – 24% of millennials say they would even pay up to $50-100 more a night for a plant-filled hotel room. Taking this mantra onboard are
hotels such as Kimpton Gray in Chicago, which teamed up with The Garfield Park Conservatory to create the first “plant pop-up hotel”, bookable exclusively on
Orbitz.com. Taking it a step further are destinations such as Babylonstoren in South Africa, and Heckfield Place and The Newt in the UK, which are all hotels placing a more-than-heavy emphasis on gardens and nature. Meanwhile in London, new brand Treehouse – a little sister to 1Hotels – opened in November with a plethora of plants in every room. In an ever-noisier and busier world,
Saven said high-end travellers will also seek out places of solitude. She highlighted the work of Quiet Parks International, a non-profit committed “to the preservation of quiet for the benefit of all life”. Quiet Parks is currently creating a set of classifications, standards, testing methods, and management guidelines for the certification of the world’s pristine and endangered quiet places and has developed a list of 262 potential sites; the World’s First Certified Wilderness Quiet Park is Zabalo river in Ecuador. Helping travellers seek out truly
rare experiences, or those that give them an opportunity to enhance wellbeing and personal fulfilment, will certainly pay dividends in 2020 and beyond for those travel companies and destinations prepared to (sustainably) go the extra mile to do so.
04.11.2019 WTM OFFICIAL EVENT DAILY 37
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