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HOTEL BUSINESS REVIEW

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Guest Habits Change

By Michael S. Wasik Chairman, CEO, Interim CFO, Roomlinx Inc. | January 2010

In the sixth century BC, Greek philosopher Heraclitus observed “Everything changes but change itself.” Twenty-six centuries later, it’s still every bit as true. Everything changes, and that certainly applies to today’s hotel customers. Travelers, whether veteran business road warriors, or families enjoying leisure travel, are more selective, value conscious and well-informed than ever before. They also have a whole new set of expectations. When it comes to handling change, Heraclitus maintained that there are two ways people generally react: they fear, resist or try to ignore change, or they endeavor to understand, embrace and find ways to benefit from it. Hotels have a unique opportunity now to embrace the new customer reality and capitalize on it in ways that will differentiate their property’s brand, rise above the competition and develop customer loyalty. To explore how to take advantage of this opportunity, let’s start by examining more in-depth how your guests’ habits and expectations have changed. **Today’s New Traveler** Coming out of an economic recession, your guest is cost-conscious and more careful in his spending choices. He’s been conditioned by recession-driven discounts and rate reductions to expect more for his money. He’s very likely to be an informed comparison shopper. Travelers today want to feel pampered and well taken care of. After a hard day of back-to-back business meetings, or an active day hiking, playing golf, visiting local attractions and sightseeing with the kids, your guests want to relax and unwind with all the comforts and conveniences of home. The highly competitive hospitality industry offers them a plethora of choices. They’re going to choose properties that can meet their expectations for comfort and service, as well as value. Probably the biggest change affecting guest behavior and expectations, though, is the “digital revolution.” Today’s consumer goes online for information and entertainment. He’s used to, and expects, instant access to digital content. What’s especially interesting is that this is equally true for all three prime generational demographics likely to be making travel choices. Generation Y, aged 20 to 39, are characterized by their use and familiarity with communications, media, and digital technologies. But the vast majority of Baby Boomers and Generation X’ers aged 40 to 65 are becoming just as media-savvy. It’s no coincidence that four of the top ten ranked English language websites are search engines. It’s a good bet that your guest habitually relies on the Internet as a primary source of information. He probably went online to research local hotels in your area, checking rates, room availability, services and amenities to choose which hotel to book. He most likely made his reservations through your online reservation system. At home, your guest is used to a rich mix of media options, including high-definition and on-demand programming content, movies, news and sports. He takes for granted the digital controls on his TV that let him stop, rewind and replay programming. He enjoys the convenience of going online to catch up on missed TV programs. According to “Social Media Revolution” by Erik Qualman, 70% of Gen Y watches web TV. Chances are your guest has satellite radio in his car, so he’s used to having access to the wide array of musical genres and programs it affords. With iPod downloads passing the one billion mark, it’s highly likely your guest travels with his favorite music and digital content on DVDs, CDs, iPods and MP3 players. Another important aspect of the digital revolution affecting how your guest makes choices is the rapid growth of social media. Demographic studies show that 96% of Gen Y belongs to one or more social media networks such as Facebook, MySpace, Twitter, LinkedIn, etc. But Baby Boomers and Gen X are rapidly catching up. In fact, they are the fastest growing segment of the 250,000 new users signing up for Facebook every day. Your guest undoubtedly expects to stay connected to his online network of family, friends and colleagues whenever he travels. *So how does a hotel keep up with these changing guest expectations in an online world?* Hotels don’t need to be on the cutting-edge of technology. But to stay competitive, you do need to provide what today’s traveler wants. One compelling way to differentiate your hotel, attract new customers and build guest loyalty is by exceeding expectations with rich multi-faceted in-room media and internet services. Go for the “wow” factor. **Enhance Guest Experience with Rich In-room Media** There are several key factors to consider when upgrading in-room media. First is finding a solution provider that offers a solid converged in-room media platform and a comprehensive, flexible set of media options. This is essential in order to customize the system to portray the right image for your property’s brand as well as tailor an in-room media offering that will rival or exceed what your guests enjoy at home. Some important features of a converged unified platform to look for include:
• Large screen LCD HD TVs
• Access to HD Hollywood movies and optional specialty content on-demand
• Web TV
• Unlimited high-bandwidth internet access
• Mobile device connectivity
• Ability to download rich media content
• Ability to play CDs and DVDs
• Access to world TV and radio
• In-room business tools The infrastructure to support your unified media platform should include a central server facility to house digital content that can be regularly refreshed every other week or once a month, and fiber or CAT 6 quality cable to the back of every LCD. A universal remote control, wireless keyboard and mouse are essential in-room components to make the system easy to use and intuitive to maneuver, so that even your least tech-savvy guests will be able to enjoy it. Plus, surfing the internet with a wireless keyboard and mouse on a big-screen TV is something most people don’t get to do at home. For programming, you want to have control over deciding if you will offer specialty content, like video games and adult programming. You should have the freedom to bundle or charge separately for content. Today’s value-conscious guest doesn’t want to be charged for every little thing, but he recognizes there may be fees for offerings not everyone will take advantage of, like adult programming. Another key element in evaluating in-room media solution vendors is choosing one that not only meets your needs today, but one whose platform will allow you to easily adopt new technologies as they emerge. You don’t want to sign a five or ten year deal for a platform that will quickly become outdated. To “future proof” your investment, you want a vendor who provides a scalable platform that readily assimilates new technologies and applications. Having the right infrastructure ensures that you can stay one step ahead of what your competitors have and what customers want. **Beyond the Core Components** Some of the best converged media solutions now offer a variety of additional features to further enhance guests’ in-room experience. For example, some systems can automatically display a rotating collection of HD photos of your hotel facilities and local area scenery and attractions, accompanied by gentle music, as soon as your guest turns on the TV. Some systems can offer guests the convenience of browsing the hotel services on the TV, such as facility maps, meeting and event planning information, room service menus, guest services, phone extensions, etc. This is nice not only for guests but for the hotel, since whenever something changes – room service prices, for example – you can make the update instantly and propagate it quickly. Some systems go even a step further and allow you to offer a virtual concierge service, with listings and online links to local restaurants, theaters, clubs and attractions, services like trains and taxis, access to maps, directions and even restaurant and theater reviews displayed on-screen. A few of the most advanced solutions offer an in-room advertising capability that lets you promote your hotel’s amenities, and also allow local businesses to advertise, generating incremental revenue for the hotel. **“World of Mouth”** Giving your guests a rich in-room media experience will make them happy, loyal, repeat customers. But in this era of social media, it can pay off in other ways, too. Erik Qualman projects that social media will transform the way we live, communicate and do business. Qualman characterizes its impact as creating a “people-driven economy.” In this new social media-connected, people-driven economy, communication is instantaneous and word of mouth morphs into “world of mouth.” You can promote your property on Facebook and stay connected with regular customers on Twitter. It’s worth noting that a recent study showed that 78% of people trust peer recommendations over any form of advertising. Most people today tend to seek out online reviews and recommendations for hotels and restaurants before choosing one. With a rich in-room media system in place, your happy guests can log into their favorite social media network and post glowing recommendations of your property in real time -– right from the comfort and convenience of their rooms. Guest habits have changed, and will undoubtedly continue to change. The good news is that there are technologies that will let you stay one step ahead. You can embrace change and make it work for you.

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Toby O'Rourke The Outdoors Are In: How Glamping Redefined Roughing it
  • By Toby O'Rourke, President & CEO , Kampgrounds of America, Inc.,

    • Glamping is no longer just a trend. Although luxury canvas tents have been popular in safari locations and foreign destinations for quite some time, glamping first started to emerge as a rising area of interest domestically less than a decade ago. Fueled by the pandemic, it has rapidly become a formidable part of the travel and hospitality landscape. The term – a portmanteau of “glamorous” and “camping” - now has its own entry in the Merriam-Webster dictionary, even though the experience itself has been largely undefined until recently. The New York Times gave credence to the activity this summer,...

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Jungho Suh Competing With Short-Term Rentals Via Community Building
  • By Jungho Suh, Assistant Professor of Management, The George Washington University School of Business

    • Over the past decade, the hospitality landscape has undergone a profound transformation. At the center of this shift is the meteoric rise of short-term rental platforms like Airbnb and Vrbo, which have redefined what it means to “travel like a local.” These platforms have democratized hospitality, enabling everyday homeowners to offer travelers more than just a place to sleep—they offer a story, a slice of local life, and sometimes, access to the kinds of neighborhood secrets that don’t show up in guidebooks. 1. The Rise of Short-Term Rentals and the Hospitality Challenge What began as a niche option for budget-conscious...

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Rick Badgley Bridging Workforce Gaps in Hospitality
  • By Rick Badgley, Chief Human Resources Officer, Remington Hospitality

    • The hospitality industry is at a crossroads. A growing labor shortage, shifting workforce expectations, and changing perceptions of hospitality careers have created challenges in attracting and retaining talent. Many workers face barriers to career advancement, including financial limitations, educational barriers, and limited access to professional development opportunities. To address these challenges, HR professionals play a vital role in reshaping the industry’s approach to talent development and retention. By implementing proactive strategies, they can create more equitable opportunities and foster a culture of growth within the workforce. This begins with a commitment to investing in people by empowering associates through...

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Josh Cavallin Transparency and Industry Specialization: Keys to Securing Insurance for Hotel Operators
  • By Josh Cavallin, Principal, Oakbridge Insurance

    • As the hospitality industry evolves, securing comprehensive and cost-effective insurance for hotel operators has become increasingly complex. The dynamic nature of risks associated with hotels, from liability and property damage to data breaches, makes insurance a critical operating component. An increasingly litigious society only exacerbates matters. Additionally, with this growing need comes a challenging landscape in which standard insurance solutions often fall short. To effectively navigate this market, two essential factors emerge as fundamental: transparency and industry specialization. Understanding the Insurance Landscape for Hotels In the complex landscape of the hospitality industry, securing adequate insurance coverage is paramount for...

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Beth Temple Design Dollars Decoded: an Interior Designer's Guide to Strategic Spending
  • By Beth Temple, Associate & Design Director, Baskervill

    • I recently met with a hotel owner whose enthusiasm for the design of his upcoming hotel renovation was infectious. Think high-end finishes, custom furniture, and curated moments at every turn. Then came the budget: firm, finite, and far from matching the vision. And that’s not unusual. In fact, it’s common. The good news? These goals aren’t incompatible. But success comes down to strategy. Here’s the truth that might surprise you: you don’t need a massive budget to make a memorable design impact. What you do need is a clear process, sharp priorities, and an experienced team that knows how...

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Adam Ortman 2025 Hospitality Marketing Trends You Need to Keep Your Eye on
  • By Adam Ortman, President & Founder, Kinetic319

    • The hospitality industry never sits still, and neither should you. With 2025 in full swing, the marketing game is shifting yet again, and it’s time for us to adapt. With a new year comes new expectations from your guests. We’ve moved beyond flashy hotel brochures and free lobby happy hours. Your clientele expects more than just a good night’s sleep, and as technology continues to evolve, you need to find new ways to deliver the most exceptional customer experience possible. So, how exactly do you do that? From leveraging AI for increased efficiency to taking advantage of social...

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James Downey Duffy's Sports Grill: A Review of One of The Best Customer Loyalty Programs in The Nation
  • By James Downey, Professor Emeritus, Lynn University

    • One of the best customer loyalty programs in the country was started in Florida back in 1985 with founder Paul Emmett leading the charge. Here is the history of that restaurant chain from its corporate website: “The original “Duffy’s Drafthouse.” was founded by two childhood friends turned business partners in Lake Park, Florida in 1985. In addition to plenty of beer choices, Duffy’s had only 4 items on the menu: Grilled Mahi Sandwich, Hot Ham and Cheese, Smoked Sausage and ½ lb. Cheeseburger. All of these original items were served with potato chips so there was no need...

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