Traditional room types have been around forever - single, double, twin, suite or family room. It’s a tried and tested format, beloved by hotels and understood by guests the world over. However, new research from Amadeus and IHG, Drivers of Change in Hospitality, suggests that this will change dramatically.
Labelled the ‘beginning of the end for room types’, this is one of three key trends identified. Consumers are used to buying exactly what they want and need when it comes to music, entertainment, fashion and travel. Hotel accommodation, which has traditionally been bought in a standard and uniform way, will need to adapt as 61 per cent of global travellers state a preference for hotels to be priced in a way that allows them to add-on bespoke options. This will see the emergence of attribute-based booking, where guests pick and choose the individual components of their room, marking the end of traditional room types. New selling models will become more mainstream too, with guests able to book a room for a length that suits their needs rather than a traditional overnight stay.
The rise of tech-augmented hospitality: Hospitality providers will need to serve guests in a significantly more connected way, striking the right balance between automated solutions and human interaction. The study details how technology will be used to empower staff to deliver unprecedented levels of service at scale. It suggests that technology needs to support human interaction, not replace it, as the majority of guests (67 per cent) say they prefer to interact with a person for the emotional interaction. For example, the deployment of real-time translation earphones and smart glasses could ensure that concierges easily interact with guests in their native tongue.
Achieving cult status at scale: The kind of status usually reserved for luxury or boutique hotels or consumer brands will be available for all, if they can build a loyal following of fans who feel an emotional connection. In the competition for guest loyalty, hospitality providers need to identify how to offer value through delivering memorable, shareable experiences. To do this, hotels must understand individual guest needs on each trip, and offer a host of unique and unexpected surprises.
Ongoing guest relationships must be underpinned by technology if they are to function at scale. Personal attention and personality will no be longer a characteristic of boutique brands only. Instead, data allows hotels to anticipate the best way to make each individual guest feel valued, whether that is through unexpected perks, experiences or rewards.
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