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HOTEL BUSINESS REVIEW

AUGUST FOCUS: Food & Beverage

 

Novel Trends in Hotels: Shaping a New Guest Experience

By Philia Tounta General Manager, Apokoros Club Hotel & Villas | August 2018

What’s the major trend in hospitality industry you’re seeing these days? Well, when it comes to the hospitality industry, trends can be both temporary and eternal. With the ever increasing amount of tourists worldwide the state of tourism has developed. Main tourist attraction areas include cities bordering on the coastlines and islands of course. In order to accommodate all the arrivals there are widely known hotels available but as of late it has expanded to include the developing trend of different types of hotels.

Boutique Hotels

To simply state a boutique hotel is a small hotel with a smaller amount of rooms than usual but with a more personalized service.  Nearly 40 years after the birth of the boutique hotels movement in the U.S., this trend transformed the way of travel. Nowadays, nearly 40 years after Bill Kimpton opened his first hotel and Ian Schrager and Steve Rubell opened theirs just three years later, boutique hotels remain an instrumental, and often crucial, influence on the way we experience hotels, and the way we travel. What started with scattered hotels on the two coasts of the United States is now a major and still growing sector of the hospitality industry. At the moment, every big hotel company has its own version of a “boutique” brand, and there are plenty more boutique hotels being added every year, and not just in major cities anymore.

The traveler need; that is driving this gigantic demand and growth in boutique hotels is the increased pursuit for authenticity, experiences and wellness. A known OTA lists “mind, body and soul” in its eight big travel predictions. It says, “in a hectic world people are increasingly seeing travel as a way to bring balance back into their lives. Almost half (48%) see going on holiday as a moment to reflect and make better lifestyle choices.” Hotels that offer a product or elements of a product that caters to this need are experiencing demand.

Improving and enhancing hotel products to address this audience taps into this requirement. Attentive design is no more something exclusive to boutique hotels. Marriott, Hyatt, and Hilton are altering their outdated design bequests. Whether a hotel is ultra-luxury or just budget, guests expect it to look good, and feel good. Hotels don’t really need deep pockets for a good design. After all design is personal taste and has always played a significant role in hospitality; especially defining hotel’s brand and character.

There are “boutique hotels” with extra-ordinary deco & design such as the Emerson Spice in Zanzibar, the Hotel Henriette and the Hotel Original in Paris, the Hotel Zoku in Amsterdam and the list is unlimited. Surroundings have a profound effect on guest’s mental state. If they are going to spend some time relaxing in a hotel, for instance, the details are important to them. In such cases, it's not just about having a clean room; it's about the superior feeling guests get in an atmosphere that is aesthetically pleasurable and well-decorated.

Hotel Restaurants

Hotels and Michelin stars have long been a conflicting duo, however in 2016; many hotels become familiar with the idea of a resident hotel restaurant on its head. Following Rene Redzepi’s successful Noma residency at the Mandarin Oriental Tokyo last year, chefs of similar approval are setting up for the time being at hotels. In addition, in Cape Town the President Hotel offers a series of gastronomic novelties such as the Island Restaurant Bantry Bay that offers exceptional breakfast buffets, the Botany Cafe; an innovation in the deli scene, and the Senate Bar that offers an extensive selection of artisanal beverages for everyone’s tastes.  As well, Albert Adrià, of the unique elBulli in Spain, hosts a 50-day dining concept at London’s Cafe Royal.

In Dubai, the new Palazzo Versace has opened restaurant Enigma, where the chefs will change four times a year. Likewise, east London hotspot the Town Hall Hotel hosts a rotating list of worldwide mixologists at their award-winning cocktail bar Peg + Patriot, together with their existing ‘bed and beverage’ proposition, whereby rooms are supplied with homemade cocktails that come from the bar. Unfortunately in Greece, only the privileged hotels such as Grecotel offer fine dining schemes. They have created the “Dine Around” experience with inspired menus by the most exclusive chefs. Their gems include Xasteria restaurant, the Minotaur restaurant and the AgrecoFarm in Crete offering an exceptional culinary experience. In today’s foodie culture, culinary pursuits are the holiday theme du jour.  Observing this lust for gourmand excellence more and more hotels will join this gastronomic innovation quest.

Eco Gains Ground 

Reusing towels, automatic lights, recycling batteries and soaps are all in the past of what made a hotel eco-friendly. As hotels continue to entrust to sustainable practices, standards have risen. Indeed, 16 New York hotels have just signed a commitment to lesser their greenhouse gas emissions by 30 per cent in the next decade. Specifically, Hotel Central Park has already started to educate guests in sustainability – all showers have a five-minute hourglass in order to remind guests of wasted water consumption. Also in Cornwall, the Eden Project has welcomed a fully sustainable hotel in nearby St Austell. With a booming ecotourism industry, Greece couldn’t be an exemption although in smaller scale than worldwide.

Eumelia Organic Agroturism Farm & Guesthouse an eco-farm lost amid olive groves near Gouves, Lakonia uses recycling bins, organic shampoo and soaps, natural pillows and mattresses, and low-consumption lighting. Also, heating and cooling is powered by geothermal energy and hot water is solar heated. Almost everything on the menu is locally grown, and you can even participate in the olive harvest, grape picking, etc.    

In addition, Royal  Marmin Bay is the  first certified energy efficient hotel in Greece with eco technologies that save energy i.e. 100% LED lighting systems, water consumption management system, chemical free cleaning products, heat recovery of the cooling system, water consumption management system, solar panels, organic food, etc. These types of resorts attract guests seeking sustainable luxury, who in turn spur the industry. Also the types of clientele that attract are also sensitive to the things that are happening in the places that they visit.

High Tech Hotels Impress

Nowadays, technology in hotels is no longer an option. In 2015 Japan successfully launched a hotel operated solely by robots. The Henn-na Hotel  in Sasebo, Japan, has replaced a human labor force in favor of robots. It’s a high tech hotel with no one to man the front desk. Upon arrival, guests are checked in by multi-lingual robots. Also, Yotel New York uses a robotic arm — called the Yobot and stores guests’ luggage. In the Reception there is a touch screen kiosk that gives guests the opportunity to ‘check in’, in few minutes. In addition they have a mobile concierge app that contains a city guide, and other local information.

High Tech Hotels are here to stay focusing on a smoother experience for guests. Of course, not all hotels will become ‘Tech Gigs’, equipping all hotel rooms with its own Echo smart speaker device, but we can be expecting more on-demand technologies to find their way into hotels in 2019. In reality, hotels continue to invest in inspired technologies and other smart hotel ideas.

Lux “Hostels” for Millennial

Millennial are travelers who redefine travel in various aspects. Known to be adventure-seekers with customized travel needs, this group demands a higher level of personalized service that hotels around the world are scrambling to provide. The hostel industry is experiencing strong growth spurred by millennial travelers (aged 18-35) seeking to spend more money on longer trips and see as much of the world as possible.

Known brand hotel groups are tapping into the youth market by launching diffusion brands to adapt to the lower overall average income of millennial by offering affordable prices but novel and elevated accommodation experiences. They spend at similar or even greater levels than the general traveler population. Cocoon city hostel in Crete Greece is a new trend accommodation in Crete. Modern, stylish and trendy attracts millennial and surprises them pleasantly.  Hyatt Centric has opened in Uruguay; as well as Viceroy’s hotel Proper in San Francisco. Additionally the ‘posh hostel’ group, have opened in Rome, Amsterdam and Stockholm.  Also the Beehive Hotel in Rome is a cross between a small boutique hotel and a hostel.

Activity-Friendly Hotels

In today's world, it's becoming increasingly important for hoteliers to offer something more than a luxury stay for their guests. More and more hotels are focused on offering adventures and different type of activities as part of the package, especially when they're located in exotic areas. In the age of technology, more guests than ever are looking for something real, for an adventure that can be organized with ease at their hotel.

It's simple - unforgettable experiences that sell by far and hotels that do adapt to this will have an easier time attracting new guests as well as keeping the existing ones loyal. A new idea of an activity-friendly hotel type appeared the last decade. The Ashbury Hotel in UK offers sports, craft, leisure & spa facilities that are unrivaled anywhere in the UK. Their activity program caters for beginners and enthusiasts in a huge variety of sports and crafts. They also offer adventure golf, cycling, snooker, guided walks, dodge ball, handball, water polo and plenty of other activities.  Also, the Romazzino Hotel in Italy offers a great variety of activities such as golf, fishing, horse riding, diving, windsurfing, tennis and the list goes on. 

Themed Hotels Amaze

Most of the times, an ensuite hotel is not enough anymore. Themed Hotels all over the world make a difference. So why not spice up your holiday with something out of the box? Holidays should be experienced not only remembered. The more ‘bizarre’ the theme, the better for the hotel as it makes it be noticeable from the more dull-looking crowd.

Rivoli Cinema Hostel in Portugal has movie-themed rooms. It has 14 rooms, each one decorated and inspired in different movies and you can choose your favorite by the movie title, while you check in. In the Ice Hotel in Sweden you literally have a 'frozen stay'. The ice hotel is designed every year from different designers; elephants, peacocks and many ice sculptures decorate the entire hotel.   The Georgian House Hotel in London is for those who had a vision to attend Hogwarts but never received their letter via Owl. The wizard chambers will certainly put a spell on you.  The Olive Ranch in Crete Greece is a brand new approach that offers a combination of an ethical farm/ranch activities and a “Quirky Accommodation”; a cross between camping, dreaming and a fairy story. The accommodation is a renovated old fishing boat!

Last but not least the Free Spirit Spheres, in Vancouver Island, British Columbia in Canada are set among the trees of the west-coast rainforest on Vancouver Island. The spheres are handcrafted UFO-like spheres made from cedar, Sitka Spruce and fibred glass. The three globes are tied to the trees with ropes, and swing gently in the breeze. Competition has never been higher in the hotel industry. To win business they have to think outside the box-shaped building which most travelers expect from a hotel.  Involving guests to eccentric themes allows them to continue experiencing the diversion found at the Themed Hotel. That boosts revenues and profits since guests are likely to visit again in order to experience something different.

Nowadays, hospitality industry is all about great experiences. Those that manage to fulfill and go beyond their guests' expectations are the ones that are going to succeed. By offering special activities to guests you will not only get them to stay at your hotel more easily, but you'll also have an easier time convincing them to stay next year as well.

Hotel service goes beyond a comfortable room and a chic lobby these days, so ensure to comprehend your guest's needs and be able to pamper them above all. Hotels must pay more attention to guests’ experiences not just inside the hotel but outside of it. They need a great deal of a holistic approach to overall guest experience than they’re used to delivering. The travel industry has become an emotional experience and the needs of the customers are ever changing. It all begins with the search for the hotel and continues through the check-out.

Focus your efforts on enhancing every aspect of your guests’ journey and making their stay memorable. They say variety is the spice of life. Holidays should be about adventure and experiencing the new. With this in mind, maybe it’s time to turn away from the old type hotel experience and go for something a bit different.

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Any and all disputes or controversies of any kind, including but not limited to any performance, duty, obligation or liability arising under or related to this Agreement which are not first resolved informally, shall be determined by binding arbitration in San Francisco, California, in accordance with the rules of the American Arbitration Association. The final award in any such arbitration proceeding shall be subject to entry as a judgment by any court or competent jurisdiction, provided that such judgment does not conflict with the terms and provisions hereof. The jurisdiction of the arbiter (or arbiters) with respect to legal matters shall be limited only by the statutory and common law of the State of California and the United States.

Notwithstanding the foregoing, any and all disputes, which the parties cannot informally resolve, regarding the scope of issues or matter with the jurisdiction of the arbitrator, shall be resolved by a separate dispute resolution process whereby HotelExecutive, in its sole discretion shall elect the dispute to be resolved by either (1) a court of competent jurisdiction in the State of California or (2) a panel of three new arbitrators.

This Agreement shall be governed by and construed in accordance with the laws of the State of California notwithstanding any conflict of laws provisions. You and HotelExecutive agree that the venue for all legal disputes, controversies, actions of any kind arising under or related to this Agreement shall be San Francisco, California. You and HotelExecutive further agree that in case of any litigation regarding this Agreement, you irrevocably and unconditionally (i) consent to submit to the exclusive jurisdiction of the state and federal courts in the County of San Francisco, California for any litigation or dispute arising out of or relating to this Agreement, (ii) agree not to commence any litigation arising out of or relating to this Agreement except in the California Courts, (iii) agree not to plead or claim that such litigation brought therein has been brought in an inconvenient forum, and (iv) agree the California Courts represent the exclusive jurisdiction for all litigation relating to this Agreement.

11. MEMBERSHIP FEES

Hotel Business Review Subscriptions

If you choose to purchase a subscription, member subscription payments can be made in U.S. Dollars, as well as a variety of international currencies. Membership terms are Annual Recurring, and Monthly Recurring. The Annual Recurring subscription is an annual commitment and subscribers will be charged each consecutive billing cycle. Annual Recurring subscriptions can be cancelled after the first billing cycle and within 30-days of the billing date for a full refund. Monthly Recurring subscriptions are ongoing and subscribers will be charged each consecutive monthly billing cycle. Monthly Recurring subscriptions can be cancelled after the first month and within 7 days of the monthly billing cycle for a full refund.

12. PAYMENT AUTHORIZATION

Payment for the services provided to you in, at, through or in association with HotelExecutive may be made by automatic credit card, debit card, direct debit, bankwire or Paypal and other approved payment means offered in, at, through or in association with HotelExecutive, and you hereby authorize HotelExecutive and its agents to transact such payments on your behalf.

You hereby authorize HotelExecutive's Internet Payment Service Provider to charge your credit card to pay for your membership to HotelExecutive. You further authorize HotelExecutive's Internet Payment Service Provider to charge your credit card for any and all purchases of products, services in association with HotelExecutive. You agree to be personally liable for all charges incurred by you in association with your access or other use of any content provided by HotelExecutive or any third party in association with HotelExecutive. You acknowledge and agree that your liability for all such charges shall continue after termination of your access or any type of membership arrangement with HotelExecutive.

In the event that you have chosen to have your membership automatically rebilled, unless and until you notify HotelExecutive that you wish to cancel or terminate your membership to HotelExecutive, you hereby agree and authorize HotelExecutive's Internet Payment Service Provider to automatically renew your membership to HotelExecutive on a continuing basis and to charge your credit card (or other payment means you have selected) to pay for the ongoing cost of your membership. You hereby further authorize HotelExecutive's Internet Payment Service Provider to charge your credit card (or other approved payment means you have selected) for any and all purchases of products, services and entertainment provided to in, at, through or in association with HotelExecutive.

13. PRIVACY POLICY

The following is the Privacy Policy for HotelExecutive

We can be reached via telephone, email, or online at our contact page. When you visit our site we do not log any information regarding your domain or email address. Information Sharing: We do not share user information with any third parties other than via press release distribution as described below.

Hotel Newswire is a newswire service that distributes press releases on behalf of our users. If you decide to submit a press release for distribution through our system we will transmit your entire press release including any personal information therein contained to our media contacts and online distribution points including search engines. This is the only redistribution of your information that we engage in. Your submission of press releases through our system indicates consent with this policy. The information we collect during your registration process is used to notify users about updates to our service and inform users of any special events hosted by Hotel Newswire. This information is not shared with other organizations for commercial or non-commercial purposes.

Cookies: Our system requires the use of cookies to enable the user to log back into our website to access information from the newswire, without having to log in each time using the required username and password.

If you do not want to receive email from us in the future, please let us know by following instructions included in our communication with you. Users who supply us with telephone numbers online may receive telephone contact from us regarding their account, or informing them of new products and services available on the HotelExecutive website. If you do not wish to receive such telephone calls, please edit your account and remove your phone number from your account profile. This can be done from your user account menu.

Ad Servers: We do not partner with or have any relationship with any ad server companies. From time to time, we may use customer information for new uses not previously disclosed in our privacy notice. If our information practices change at any time, we will post the policy changes to our website to notify you of these changes and provide you with the ability to opt out of these new uses. If you are concerned about how your information is used, you should check back at our website periodically.

Upon request we provide site visitors with access to all information (including proprietary information) that we maintain about them. Users can access this information by logging in to their account.

Security: We always use industry-standard encryption technologies while transferring and receiving user data exchanged with our site. We have appropriate security measures in place in our physical facilities to protect against the loss, misuse, or alteration of information that we have collected from you on our site. We do not store credit card information in our systems.

If you feel that this site is not following its stated information policy, you may contact us.

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