Guests Expecting a Unique Experience, Not Just a Place to Stay
By Michael Driedger CEO, Operto Guest Technologies | May 2019
Modern travelers are looking for more than just a hotel room and a place to lay their head. The hotel industry has always understood that no one stays with them for their amazing towels. Guests choose their accommodation for a variety of reasons such as location, star rating, amenities and customer service.
Recently, guests are additionally looking for unique experiences and memorable aspects of their stay. They're searching for the modern conveniences of home combined with something that makes life even easier than home. Accommodation is becoming a larger factor in the overall travel experience and guests are looking for elements that make hotels outstanding and are worth sharing with their networks.
Court Williams recently wrote about how there may be too many hotel brands. The rise of these sub brands is an effort to keep pace with the desire of most travelers to uncover a bespoke brand and experience something exclusive during their stay. Williams talks about the poshtel trends of larger community spaces for people to socialize and meet. Poshtels are found in unconventional locations and buildings with emphasis on design. They offer intriguing bars, restaurants or rooftop lounges with amenities. Their allure is the experience provided to guests in addition to clean, basic accommodations and affordable prices.
Currently, the largest challenges in the industry are the gaps in expectations between the guest and the hotels in which they stay. Guests are now instant booking through online travel agents, jumping into an Uber or Lyft and arriving at their accommodation the same day, all paid for through mobile apps without ever even looking at their plastic credit card. All the major and minor brands are rushing to keep up with this culture of instant results but the pace of change is dizzying.
If hotels are hoping to capitalize on these new trends, which in addition to impressing guests, have potential to vastly increase their efficiencies, it's time to start looking closely at how expectations are changing and expanding.
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