Company insight
he 2024 Global Revenue Forum brought together 1,400 hoteliers across four European cities and online to discuss navigating an increasingly unstable economic and political environment. Contributing to this day of thought leadership was Catt McLeod, vice-president, brand development, Elegant Hotel Collection, who led the panel session ‘Exploring Resilience in Luxury’.
Resilience in luxury T
Adapting to evolving guest demands One sector that has boomed despite the challenges that the industry has faced is the luxury hotel sector, with a recent study by Deloitte projecting an annual growth rate of 7.6% until 2030. McLeod opened the discussion by asking the panel how they were adapting to meet guests’ evolving demands.
Soneva, which operates luxury resorts in the Maldives and Thailand, offers a unique approach to experiential travel due to its locations. “We have combined consumer desire for experiential travel with our sustainability efforts,” explained Christina Deeny, managing director of sales and revenue. “This has included opening AquaTerra, a state-of-the-art centre where guests can experience Soneva’s conservation efforts first-hand.” “At Down Hall we have responded to the increased interest in well-being tourism by introducing yoga retreats and breath workshops,” explained Linden Beattie, general manager. “Our outdoor cinema screenings were also a big draw for the local community and generated valuable press coverage.” With a repeat guest ratio of 60%, The Beaumont Hotel’s central London location means meeting guests’ demands requires a different approach. “For our guests, London is the experience. Our focus is on providing a familiar environment, familiar faces and exceptional service – this is key and this is what we have focused on with
Hotel Management International /
www.hmi-online.com
Hotel Management International provides insights from the 2024 Global Revenue Forum with Catt McLeod, vice-president, brand development at Elegant Hotel Collection.
The panel discusses ‘Resilience in Luxury’ at the 2024 Global Revenue Forum.
success,” said Martine De Geus, director of marketing.
‘There is a myth that being sustainable will cost more’ During the discussion, McLeod referenced the
Booking.com 2023 Sustainable Travel Survey, which indicated that travellers are keen to travel sustainably but believe it’s more expensive and are hesitant to pay more. What were the panel’s thoughts on the survey’s findings?
“There is a myth that being sustainable costs more, but it doesn’t have to be that way,” said Beattie, explaining how Down Hall has consolidated its supplier base and partnered with local suppliers where possible. “It’s about looking at what is possible given your property’s constraints and guest expectations.”
“Guests want to know that when they travel, they are making a positive contribution to the planet and local community,” said Deeny, referencing the fact that Soneva has been pioneering a sustainable operation for 30 years, becoming carbon-neutral in 2012. Supporting initiatives include the ‘Waste
to Wealth’ programme, which recycles 90% of waste through an innovative waste management strategy.
“Given how important sustainability is to guests, marketing messaging needs to reflect the hotel’s initiatives,” said Susanne Williams, performance director, journey. “I encourage hoteliers to challenge marketing teams and agencies to ensure sustainability efforts form part of their brand story.”
Future-proofing operations To close, McLeod asked the panel what single factor they believed would contribute to a more resilient operation in 2024. In addition to the importance of accurate data sets to truly understand consumer behaviour, the consensus among the panel centred on the importance of a solid and unified team. “The single most important factor for me is the people,” said Beattie. “It’s the team that will future-proof us and give us the ability to adapt, to recover and, most importantly, to grow.” ●
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