Array ( [0] => Array ( [article_id] => 7949 [created_on] => 2024-04-19 06:33:34 [modified_on] => 2024-05-11 04:50:07 [date_of_release] => 2024-06-02 00:00:00 [fk_category_id] => 61 [fk_author_id] => 3155 [temp_author] => D. Michael Daniel, Jr. [title] => Unveiling the Future of Hospitality in An Era of Transformation [sub_title] => [seo_url] => unveiling-the-future-of-hospitality-in-an-era-of-transformation [body] =>
In the wake of a global pandemic, the hospitality industry stands at the crossroads of challenge and opportunity, poised for a dynamic transformation. As we embark on a journey of recovery, the sector is being reshaped by emerging consumer demands, breakthroughs in technology, and a deepening dedication to sustainable practices. Leveraging the extensive analysis provided by Integra Realty Resources’ U.S. Hospitality Report, which I had the privilege of authoring, alongside my firsthand experiences working in the hospitality real estate sector, this article explores the multifaceted nature of this transformation, highlighting key trends that are defining the industry’s future and offering strategic insights for navigating the road ahead.
Navigating the Recovery Pathway Amid Global Trends
In the wake of unprecedented global upheaval, the hospitality sector’s journey toward recovery is marked by cautious optimism, underscored by a 6% increase in Revenue per Available Room (RevPAR) and significant Average Daily Rate (ADR) gains across major markets. These signs of revival not only signal a robust rebound but also highlight the sector’s resilience amid fluctuating economic conditions. The IRR Hospitality Report provides a nuanced analysis of this recovery trajectory, emphasizing the critical role of external global trends in shaping the industry’s path forward.
The current global economic climate, characterized by inflation and fluctuating consumer spending, directly impacts discretionary income and travel budgets, influencing the pace of recovery in the hospitality sector. Additionally, geopolitical tensions and events, from political instability to economic downturns in certain regions, have a pronounced effect on travel patterns, affecting both leisure and business tourism. The IRR report notes that areas experiencing instability may see a decline in visitor numbers, challenging the hospitality industry to swiftly adapt to these shifting dynamics.
This era ahead demands strategic agility from hospitality professionals, emphasizing operational efficiency and market adaptability to sustain momentum. Understanding these global forces is crucial, as they sway consumer behavior and investment flows, dictating the recovery’s pace and direction.
Digital Transformation in Hospitality
The hospitality industry is undergoing a profound digital transformation, propelled by the integration of cutting-edge technologies like Artificial Intelligence (AI), the Internet of Things (IoT), and Blockchain. These advancements are revolutionizing operations and guest experiences, ushering in unprecedented levels of personalization and efficiency.
Artificial Intelligence stands at the forefront, enabling unparalleled customization of guest services through the analysis of extensive data on preferences and behaviors. AI applications range from offering tailored room amenities to crafting unique travel experiences, ensuring every aspect of a stay aligns with individual guest preferences. Concurrently, IoT technology is redefining guest interactions within their accommodations, allowing for effortless personalization of their environment with simple app commands or voice controls to adjust settings like lighting and temperature for optimal comfort.
Blockchain technology is also emerging as a transformative force in the hospitality sector, enhancing transaction security and transparency. It offers promising applications in managing secure, seamless bookings and loyalty programs, further elevating guest satisfaction through reliable and straightforward interactions. Together, these technologies are reshaping the hospitality landscape, setting new benchmarks for guest engagement and service excellence.
Embracing Experiential Travel
The hospitality sector is experiencing a significant shift towards experiential travel, a trend driven by guests’ desire for authentic, memorable experiences that forge deep connections with local cultures, environments, and communities. Highlighted in the IRR Hospitality Report, this movement is not merely a preference but a transformative force, driving economic growth within the industry and compelling hotels to rethink their service offerings.
As detailed in the report, travelers increasingly favor unique adventures, from eco-tourism initiatives to cultural immersion programs, pushing the hospitality industry to evolve beyond traditional accommodations. Hotels are responding by forming strategic partnerships with local artisans, chefs, and guides to offer locally-rooted experiences. These collaborations not only cater to the demand for authenticity but also significantly enhance guest satisfaction and loyalty, aligning with the IRR report’s findings on the economic benefits of engaging with experiential travel.
The Evolving Landscape of Business Travel
Amidst the changing dynamics of the workplace, business travel is experiencing a dual transformation. On one hand, the rise of remote work and "bleisure" travel - where business trips are extended for leisure purposes - is reshaping traveler expectations. Today’s business travelers seek destinations that not only facilitate productivity with flexible workspaces and high-speed internet but also offer relaxation and wellness amenities, blending professional and personal time seamlessly. This shift necessitates a reimagining of hotel services to include co-working spaces and wellness programs that cater to the modern traveler’s desire for balance.
Simultaneously, we’re witnessing a resurgence in traditional business and group travel, driven by the return of historic-style conferences and the strategic gathering of remote teams in person. This revival is not merely a nod to pre-pandemic patterns but a response to the growing need for real-life connections and the creation of collaborative environments that virtual settings struggle to replicate. The rebirth of conventional business travel, alongside the adaptation to new travel trends, is reinforcing Revenue per Available Room (RevPAR) across various markets. Hotels are adapting swiftly, offering innovative solutions that address both the evolving "bleisure" trend and the renewed interest in traditional business gatherings. This nuanced approach underscores a dynamic period of growth and adaptation in business travel, contributing to a robust and resilient hospitality sector.
IRR’s 2024 Hospitality Report, CoStar, November 2023
Sustainability: A Core Principle in Action
The hospitality industry’s commitment to sustainability reflects a broader shift towards environmental responsibility and social stewardship, a movement deeply resonant with today’s eco-conscious travelers. The IRR Hospitality Report highlights this trend, showcasing actionable strategies and real-world examples of sustainability practices that hotels are implementing to mitigate their environmental impact and bolster community engagement.
One standout strategy is the pursuit of LEED certification by numerous properties, evidencing their dedication to green building standards, energy efficiency, and reduced carbon footprints. This certification not only demonstrates a hotel’s commitment to sustainability but also serves as a benchmark for guests looking to make environmentally responsible lodging choices.
Additionally, local sourcing practices are on the rise. Hotels are increasingly partnering with nearby farms and businesses to offer guests fresh, locally-sourced meals. This approach not only supports the local economy but also reduces the environmental impact associated with long-distance food transportation, aligning with guests’ desires for authentic and sustainable dining experiences.
These examples illustrate how sustainability is being operationalized within the hospitality industry. They show that embracing renewable energy (solar), water conservation measures, and biodiversity initiatives are not just ethical decisions but also strategic business practices that enhance guest experiences, improve operational efficiencies, and contribute to the industry’s long-term viability. Additionally, there are many lending advantages that can be taken advantage of if certain “green initiatives” have been met. Through these actionable strategies, the hospitality sector is setting new standards for environmental stewardship and social responsibility, marking a significant step towards a sustainable future.
The Future of Hospitality Design
The future of hospitality design is characterized by a shift towards creating spaces that are aesthetically appealing, functional, and most notably, reflective of local culture and environment. The integration of technology in design, such as through VR previews of rooms, enhances the booking experience by allowing guests to visualize their stay before arrival. Smart room features, controlled via apps or voice commands, offer guests unprecedented control over their environment, enhancing comfort and convenience. These design innovations not only cater to the modern traveler’s expectations but also set a new standard for the hospitality industry at large.
Adapting to New Health and Safety Expectations:
In the wake of the pandemic, health and safety have become paramount concerns for travelers. The hospitality industry’s response has been swift and comprehensive, with enhanced cleaning protocols, the implementation of contactless services, and the introduction of health-focused amenities becoming the new norm. These adaptations, initially a response to the pandemic, are now ingrained in operations, setting a higher standard for guest safety and wellbeing that will persist into the future.
Investment Landscape: Navigating Opportunities
The investment landscape within the hospitality sector reflects a period of cautious optimism and strategic realignment. As we emerge from the uncertainties of the pandemic, the sector presents a diverse array of investment opportunities, underscored by a nuanced understanding of regional market dynamics and consumer behavior trends. The IRR Hospitality Report 2024 illuminates the evolving nature of these investment prospects, particularly highlighting the significance of geographical markets that show promise for strategic investments.
There is a shift towards business and group travel as previously noted, signaling a steady demand that could influence occupancy rates and overall market vitality. This recovery in business travel, coupled with an enduring interest in wellness and eco-friendly accommodations, presents targeted opportunities for investors. Such trends underscore the importance of selecting investment locations that cater to these evolving consumer preferences.
Geographically, the top 25 U.S. markets, including cities like San Antonio, Tulsa, and Chattanooga, have demonstrated remarkable year-over-year growth, positioning themselves as attractive locales for investment. These markets have benefited from a balanced recovery across various travel segments, including the much-anticipated return of business and group travel.
Conversely, the report also points to markets like Savannah, GA, New Orleans, LA, and the Florida Panhandle, which, despite facing slower recovery rates or specific challenges, present unique investment opportunities. For instance, New Orleans, with its rich cultural heritage and tourism appeal, and Savannah, known for its historical significance, offer potential for growth as they navigate post-pandemic recovery phases. Similarly, markets like Austin, TX, and the DC Metro area, despite their slower rebound, are underscored by fundamental strengths that could translate into valuable investment opportunities with the right strategic approach.
Investors poised to navigate the hospitality sector’s landscape in 2024 must prioritize properties that not only resonate with current consumer trends but are also situated in markets showing significant recovery momentum. By focusing on geographic areas with proven resilience and growth, such as those highlighted in IRR’s latest Hospitality Report, investors can strategically align their portfolios with the sector’s upward trajectory while mitigating potential risks associated with broader economic uncertainties.
Strategic Imperatives for 2024 and Beyond
As we peer into the horizon of the hospitality industry’s future, several strategic imperatives emerge, each poised to shape the trajectory of recovery and growth. The sector’s evolution is increasingly influenced by the convergence of technology, sustainability, and personalized guest experiences. Here, we explore the key priorities that will define the industry’s path forward.
Innovation at the Core
Innovation is the linchpin of future success in the hospitality sector. This encompasses not just technological advancements but also innovative service models, sustainability initiatives, and business strategies. The rapid pace of digital transformation mandates a continuous reevaluation of how services are delivered, with an emphasis on enhancing efficiency, reducing costs, and improving the guest experience. Innovative approaches, such as leveraging big data for personalized offerings and adopting green technologies, will become differentiators in a competitive landscape.
Guest-Centric Strategies: The Ultimate Priority
The shift towards experiential travel underscores the importance of adopting guest-centric strategies. Understanding and anticipating the needs and preferences of guests will allow for the creation of bespoke experiences that resonate on a deeper level. This entails a holistic approach to service design, from the initial booking experience to post-stay engagement, ensuring every touchpoint reflects the brand’s commitment to exceeding guest expectations.
Sustainability: Beyond a Buzzword
Sustainability must transition from a buzzword to a core operational principle, embedded in every aspect of hospitality management. This includes environmental conservation efforts, sustainable sourcing practices, and initiatives aimed at benefiting local communities. Hotels that lead in sustainability not only contribute to the global good but also cater to the growing demographic of travelers for whom ecological and ethical considerations are paramount. The future of hospitality is green, and the sooner businesses fully integrate sustainability into their DNA, the better positioned they will be to thrive.
Reimagining Workforce Dynamics
The hospitality industry’s recovery and growth are intrinsically linked to its workforce. Addressing labor shortages, enhancing employee satisfaction, and fostering a culture of inclusivity and innovation are critical. Investing in employee development, adopting flexible work arrangements, and leveraging technology to streamline operations can help attract and retain talent. A motivated, skilled workforce is essential for delivering the exceptional service that guests increasingly demand.
Navigating the Investment Landscape
Strategic investment decisions will play a pivotal role in shaping the hospitality sector’s future. This involves not only identifying emerging markets with growth potential but also investing in properties and concepts that align with evolving consumer trends, such as wellness tourism and eco-friendly accommodations. Successful investors will be those who can adeptly navigate the complexities of the market, balancing risk with the pursuit of innovative opportunities that promise long-term returns.
Strategic Marketing in the Digital Age
In today’s digitally dominated landscape, strategic marketing has emerged as a pivotal element of success in the hospitality industry, as evidenced by the comprehensive analysis provided in the IRR Hospitality Report. This report illuminates the shifting patterns of consumer behavior and preferences, highlighting the critical role of personalized digital marketing strategies in enhancing guest engagement and driving bookings.
One of the key strategies underscored in the report is the effectiveness of personalized email marketing campaigns. By leveraging data on guest preferences and prior behaviors, hotels can craft tailored messages that resonate deeply with recipients, offering customized recommendations and exclusive deals that significantly increase the likelihood of conversion. This approach not only fosters a sense of individual attention and care but also effectively capitalizes on the potential for repeat business.
Social media marketing also receives special attention in the report for its capacity to build brand identity and engage with potential guests in a dynamic and interactive manner. Successful hospitality brands utilize platforms like Instagram and Facebook to share compelling content that showcases their unique offerings, from breathtaking property visuals to behind-the-scenes looks at guest experiences. These platforms also enable hotels to directly interact with their audience, responding to queries, celebrating positive experiences, and managing any negative feedback in real time, thereby enhancing their reputation and appeal.
Furthermore, the IRR report emphasizes the growing importance of online reputation management, with platforms such as TripAdvisor and Yelp significantly influencing consumer booking decisions. Proactively managing these profiles, engaging with guest reviews, and addressing feedback can dramatically enhance a property’s online presence and attractiveness.
Lastly, the adoption of data analytics for targeted marketing efforts is highlighted as a crucial strategy. By analyzing detailed guest data, hotels can identify specific market segments most likely to book and tailor their marketing efforts accordingly, whether through personalized offers, targeted ads, or specially designed packages.
Forging Ahead: The Pillars of Success in Tomorrow’s Hospitality Landscape
As we stand on the threshold of a new era in the hospitality industry, it’s clear that the path forward is anchored by three fundamental pillars: innovation, sustainability, and a relentless focus on the guest experience. These themes, which have resonated throughout our exploration of the sector’s current state and future prospects, underscore the critical strategies that will define success in the years to come.
By leveraging the insights from this article, industry professionals can ensure resilience and growth in the face of future challenges. Together, we can redefine hospitality for a new era, creating lasting value for guests, communities, and the environment alike. This is more than just a path to recovery; it’s a blueprint for building a more vibrant, sustainable, and guest-focused hospitality industry for the future.
[summary] => Explore the dynamic future of the hospitality industry as it adapts to new consumer demands, integrates cutting-edge technologies, and emphasizes sustainable practices. This informative article highlights key trends like digital evolution and experiential travel, providing a roadmap for resilience and growth. It offers valuable insights for professionals navigating these transformative changes in an evolving landscape. [views] => 2596 [meta_keywords] => [meta_description] => [fk_status_id] => 8 [no_ad] => 0 [ff_category_id] => 0 [images] => 7949.jpg [created_by] => 28677 [creator] => [updated_by] => 0 [showslider] => 0 [multi_img] => [headshotimg] => [headshotcap] => [headshotcapsecond] => [ending_date] => 2024-06-08 00:00:00 [activeads] => 0 [imagescap] => [multi_user] => [multi_author] => [month] => 6 [year] => 2024 [showlink] => 0 [postedlinkedin] => 0 [send_confirm] => 1 [review] => 0 [category] => [category_seo_url] => [author_image] => 92ff0_d-michael-daniel-jr-formal.jpg [author_title] => National Co-Practice Leader of IRR Hotels [author_company] => Integra Realty Resources [author_name] => D. Michael Daniel, Jr. [status] => Feature Article ) [1] => Array ( [article_id] => 7968 [created_on] => 2024-05-08 06:52:42 [modified_on] => 2024-05-11 05:34:34 [date_of_release] => 2024-06-09 00:00:00 [fk_category_id] => 23 [fk_author_id] => 3083 [temp_author] => Alex Smith [title] => Certifiably Sustainable [sub_title] => Choosing Reputable Travel Certifications [seo_url] => certifiably-sustainable [body] =>
Travelers today who are researching destinations, accommodations and attractions for their vacations are met with a barrage of icons, badges and branded partnerships that make some sort of claim about the sustainability of that organization.
Some may be as benign as an ‘eco-stamp of approval’ while others bear the mark of a more stringent set of standards. As hotel operators, it is imperative that we maintain a transparent and accountable relationship with our guests to clearly define how we are working toward benefitting people and the planet.
This effort is more important than ever now that select countries and lawmakers are introducing policy require proof and other methods of verification against any claims a business makes towards eco-friendliness or sustainability. Greenwashing runs rampant in the tourism industry and many companies are saying all the right things while doing all the wrong ones behind the scenes. By investing time and effort into securing the best and most trusted certifications, you will ultimately avoid issues down the road and become more desirable to potential customers.
B Corp Certification - Setting the Highest Levels of Environmental and Social Performance
Administered by the non-profit B Lab®, Certified B Corporations are for-profit businesses that voluntarily meet the highest standards of social and environmental performance, public transparency, and legal accountability to balance profit and purpose through third-party review. Certified B Corporations, or ‘B Corps’ as they are referred to, are leaders in the global movement for an inclusive, equitable, and regenerative economy. Unlike other certifications for businesses, B Lab is unique in their ability to measure a company’s entire social and environmental impact in order to grant verified approval.
B Corp Certification is a designation that a business is meeting high standards of verified performance, accountability, and transparency on factors from employee benefits and charitable giving to supply chain practices and input materials. In order to achieve certification, a company must demonstrate high social and environmental performance by achieving a B Impact Assessment score of 80 or above and passing a risk review. Businesses must also make a legal commitment by changing their corporate governance structure to be accountable to all stakeholders not just shareholders, and achieve benefit corporation status if available in their jurisdiction. In addition, a company is expected to exhibit transparency by allowing information about their performance measured against B Lab’s standards to be publicly available on their B Corp profile on B Lab’s website.
As leaders in the movement for economic systems change, B Corps reap remarkable benefits. They build trust with consumers, communities, and suppliers; attract and retain employees; and draw mission-aligned investors. As they are required to undergo the verification process every three years in order to recertify, B Corps are by definition also focused on continuous improvement, leading to their long-term resiliency. One thing that truly makes the B Corp Certification stand out among other designations is that the view of the company is holistic. The assessment is not exclusively focused on a single social or environmental issue, but instead covers a very broad range of different programs and initiatives across ESG.
The process to achieve and maintain certification requires engaging teams and departments across your company. Taking business size and profile into account, verification involves documentation of your company’s business model and information about your operations, structure, and various work processes, as well as review of potential public complaints and possible site visits. Recertification confirms these standards continue to be met on an ongoing basis, so a company cannot simply rest on their laurels on the one-time certification but must prove continued growth in impact.
While this process seems rigorous, it is for good reason. B Corp Certification remains one of the most trusted business verifications in the field. For the travel industry, there is an added bonus of being in a very exclusive club. To date, there are only 164 Certified B Corps in tourism worldwide. This means consumers who are looking for the absolute best brands in social and environmental performance will have an easy time finding your company as they plan their trips.
Here at Legacy Vacation Resorts, we originally certified as a B Corp in 2019 with 88.6 points. During our first B Corp Recertification in 2022 we achieved a 42% increase in our B Corp score with 126.0 points - a testament to our team’s work towards creating a better tourism industry. With that new figure we became the highest scoring B Corp Hotel Chain in the world. However, despite this achievement our leadership team is ever-focused on the future. The B Corp framework and the requirement to recertify every three years helps us to push ourselves in finding ways to create even more tangible positive impact for people and the planet through each of our business decisions, all supported by fellow B Corps across the global tourism industry.
GSTC Criteria by the Global Sustainable Tourism Council®
Another incredibly valued and respected organization for measuring the impact of travel companies is the Global Sustainable Tourism Council® (GSTC). Their GSTC Criteria helps businesses further identify quality and trusted certifications across the world. GSTC is involved in the Certification of businesses, Accreditation of certification bodies, and Recognition of standards.
It is important to clarify that GSTC Recognition is not a mark like accreditation, but instead is a status GSTC provides to a set of standards that are equivalent to the GSTC Criteria. They review other certifications against their four pillars of the GSTC Criteria: Environment, Social, Cultural, and Management principles. The process involves Certification Bodies choosing to go through GSTC’s independent and neutral process to verify that they certify businesses, such as hotels or tour operators, or destinations, in a thorough, trusted and neutral manner. GSTC takes on a stringent analysis of the Certification Body’s processes to ensure you that they issue certifications based on merit, neutrality and truthfulness as opposed to a pay-to-play model.
GSTC Accredited Certification Bodies are becoming more and more popular with tourism entities who are seeking a trusted way to share their sustainability practices. Many owners and buyers of hotel spaces use the GSTC framework and highlight those accommodations certified by GSTC Accredited Certification bodies including Hilton, TUI Group, easyJet holidays and Mandarin Oriental to name a few.
To become certified by a GSTC accredited model, hoteliers must first choose a Certification Body from the GSTC accredited list and then work with that Certification Body to achieve full compliance. Once Certified by that group, the business will also be able to display the GSTC logo upon completion of a licensing agreement with the GSTC. A list of GSTC Accredited Certification Bodies for Hotel/Accommodation can be found here.
EarthCheck
Since 1987 EarthCheck has assisted businesses, communities and governments to deliver sustainable, clean, safe and prosperous destinations for travelers to visit, live, work and play. It has become the world’s leading scientific benchmarking certification and advisory group for sustainable travel and tourism and is an incredibly trusted certification. The organization helps tourism businesses and destinations become more sustainable through certification, consulting, training and software solutions and is well respected by travelers, brands and destinations globally. Their goal is to help consumers make informed decisions about the tourism experiences they choose and the places they stay.
EarthCheck delivers Science-backed sustainability solutions for the tourism industry delivered by experts in the field. When a travel business displays an EarthCheck certification badge, it is known that they have been through a rigorous science-backed, people-focused sustainability certification process. EarthCheck’s process is intentional and guided - through each step companies are given the tools they need to measure their impact and then make decisions to improve their processes in a way that will save money, resources and help better the planet.
This certification option works for any company on a path to sustainability, no matter their current programs or level of understanding. Whether they’re just starting or well on their way to reaching net zero, becoming EarthCheck Certified will help any tourism business showcase its commitment to a sustainability pathway, and enhance incredible tourism experiences for customers year after year.
The rigorous science-backed, people-focused certification process has been embraced by the world’s most recognized travel and tourism brands and helps them demonstrate their sustainability commitment long-term. EarthCheck’s sustainability experts work with their brand partners to engage both teams and stakeholder to establish sustainability policies, benchmark current operations, certify against their standards and will then audit and promote your certification level annually.
Community Over Competition
At LVR we are consistently impressed by how collaborative the B Corp network is, one of the reasons why we decided upon this particular certification. It is truly a community where travel professionals can share best practices, case studies and pathways to positive impact. In our co-founded nonprofit B Tourism, the global B Corp travel community convenes monthly to welcome special guest speakers and learn about more ways in which to use travel as a force for good. We also utilize our B Tourism group to help spread awareness for B Corps in travel with consumers, provide resources to fellow travel companies seeking certification and grow the B Corp tourism network globally. Our team meets people where they are to deliver actionable strategies to use their business to help people and the planet.
No matter which certification you pursue, the most important thing to remember is selecting an option that is verified, accountable and transparent. Consumers today are seeking out more ethical and sustainable companies that are committed to using the power of their business to solve environmental and societal issues. These consumers can sniff out greenwashing from a mile away and being identified as a business that espouses false claims about eco-friendliness can permanently tarnish your brand and reputation.
Companies that adopt purpose-driven principles can expect to become more resilient, attracting loyal customers and even more loyal employees - creating a trusted brand that will continue to evolve with the shifting consumer mindset in the travel industry. And the businesses that do well while doing good? Well, those are the ones who can reshape the industry and create a new generation of traveler.
[summary] => Lately it seems there is a logo or badge found on any given travel website claiming some notion of eco-friendliness or sustainability. But what do those really mean, and are they actually proof of a company creating tangible positive impact? Below I'll dig into a few types or credible and verified certifications and how they build trust with your guests. [views] => 1875 [meta_keywords] => [meta_description] => [fk_status_id] => 8 [no_ad] => 0 [ff_category_id] => 0 [images] => 7968.jpg [created_by] => 28137 [creator] => [updated_by] => 0 [showslider] => 0 [multi_img] => [headshotimg] => [headshotcap] => [headshotcapsecond] => [ending_date] => 2024-06-15 00:00:00 [activeads] => 0 [imagescap] => The B Corp Logo proudly displayed at the Legacy Vacation Resorts Indian Shores Location [multi_user] => [multi_author] => [month] => 6 [year] => 2024 [showlink] => 0 [postedlinkedin] => 0 [send_confirm] => 1 [review] => 0 [category] => [category_seo_url] => [author_image] => 0a075_smith-alex.jpg [author_title] => Chief Operating Officer [author_company] => Legacy Vacation Resorts [author_name] => Alex Smith [status] => Feature Article ) )
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In the wake of a global pandemic, the hospitality industry stands at the crossroads of challenge and opportunity, poised for a dynamic transformation. As we embark on a journey of recovery, the sector is being reshaped by emerging consumer demands, breakthroughs in technology, and a deepening dedication to sustainable practices. Leveraging the extensive analysis provided by Integra Realty Resources’ U.S. Hospitality Report, which I had the privilege of authoring, alongside my firsthand experiences working in the hospitality real estate sector, this article explores the multifaceted nature of this transformation, highlighting key trends that are defining the industry’s future and offering strategic insights for navigating the road ahead.
Navigating the Recovery Pathway Amid Global Trends
In the wake of unprecedented global upheaval, the hospitality sector’s journey toward recovery is marked by cautious optimism, underscored by a 6% increase in Revenue per Available Room (RevPAR) and significant Average Daily Rate (ADR) gains across major markets. These signs of revival not only signal a robust rebound but also highlight the sector’s resilience amid fluctuating economic conditions. The IRR Hospitality Report provides a nuanced analysis of this recovery trajectory, emphasizing the critical role of external global trends in shaping the industry’s path forward.
The current global economic climate, characterized by inflation and fluctuating consumer spending, directly impacts discretionary income and travel budgets, influencing the pace of recovery in the hospitality sector. Additionally, geopolitical tensions and events, from political instability to economic downturns in certain regions, have a pronounced effect on travel patterns, affecting both leisure and business tourism. The IRR report notes that areas experiencing instability may see a decline in visitor numbers, challenging the hospitality industry to swiftly adapt to these shifting dynamics.
This era ahead demands strategic agility from hospitality professionals, emphasizing operational efficiency and market adaptability to sustain momentum. Understanding these global forces is crucial, as they sway consumer behavior and investment flows, dictating the recovery’s pace and direction.
Digital Transformation in Hospitality
The hospitality industry is undergoing a profound digital transformation, propelled by the integration of cutting-edge technologies like Artificial Intelligence (AI), the Internet of Things (IoT), and Blockchain. These advancements are revolutionizing operations and guest experiences, ushering in unprecedented levels of personalization and efficiency.
Artificial Intelligence stands at the forefront, enabling unparalleled customization of guest services through the analysis of extensive data on preferences and behaviors. AI applications range from offering tailored room amenities to crafting unique travel experiences, ensuring every aspect of a stay aligns with individual guest preferences. Concurrently, IoT technology is redefining guest interactions within their accommodations, allowing for effortless personalization of their environment with simple app commands or voice controls to adjust settings like lighting and temperature for optimal comfort.
Blockchain technology is also emerging as a transformative force in the hospitality sector, enhancing transaction security and transparency. It offers promising applications in managing secure, seamless bookings and loyalty programs, further elevating guest satisfaction through reliable and straightforward interactions. Together, these technologies are reshaping the hospitality landscape, setting new benchmarks for guest engagement and service excellence.
Embracing Experiential Travel
The hospitality sector is experiencing a significant shift towards experiential travel, a trend driven by guests’ desire for authentic, memorable experiences that forge deep connections with local cultures, environments, and communities. Highlighted in the IRR Hospitality Report, this movement is not merely a preference but a transformative force, driving economic growth within the industry and compelling hotels to rethink their service offerings.
As detailed in the report, travelers increasingly favor unique adventures, from eco-tourism initiatives to cultural immersion programs, pushing the hospitality industry to evolve beyond traditional accommodations. Hotels are responding by forming strategic partnerships with local artisans, chefs, and guides to offer locally-rooted experiences. These collaborations not only cater to the demand for authenticity but also significantly enhance guest satisfaction and loyalty, aligning with the IRR report’s findings on the economic benefits of engaging with experiential travel.
The Evolving Landscape of Business Travel
Amidst the changing dynamics of the workplace, business travel is experiencing a dual transformation. On one hand, the rise of remote work and "bleisure" travel - where business trips are extended for leisure purposes - is reshaping traveler expectations. Today’s business travelers seek destinations that not only facilitate productivity with flexible workspaces and high-speed internet but also offer relaxation and wellness amenities, blending professional and personal time seamlessly. This shift necessitates a reimagining of hotel services to include co-working spaces and wellness programs that cater to the modern traveler’s desire for balance.
Simultaneously, we’re witnessing a resurgence in traditional business and group travel, driven by the return of historic-style conferences and the strategic gathering of remote teams in person. This revival is not merely a nod to pre-pandemic patterns but a response to the growing need for real-life connections and the creation of collaborative environments that virtual settings struggle to replicate. The rebirth of conventional business travel, alongside the adaptation to new travel trends, is reinforcing Revenue per Available Room (RevPAR) across various markets. Hotels are adapting swiftly, offering innovative solutions that address both the evolving "bleisure" trend and the renewed interest in traditional business gatherings. This nuanced approach underscores a dynamic period of growth and adaptation in business travel, contributing to a robust and resilient hospitality sector.
IRR’s 2024 Hospitality Report, CoStar, November 2023
Sustainability: A Core Principle in Action
The hospitality industry’s commitment to sustainability reflects a broader shift towards environmental responsibility and social stewardship, a movement deeply resonant with today’s eco-conscious travelers. The IRR Hospitality Report highlights this trend, showcasing actionable strategies and real-world examples of sustainability practices that hotels are implementing to mitigate their environmental impact and bolster community engagement.
One standout strategy is the pursuit of LEED certification by numerous properties, evidencing their dedication to green building standards, energy efficiency, and reduced carbon footprints. This certification not only demonstrates a hotel’s commitment to sustainability but also serves as a benchmark for guests looking to make environmentally responsible lodging choices.
Additionally, local sourcing practices are on the rise. Hotels are increasingly partnering with nearby farms and businesses to offer guests fresh, locally-sourced meals. This approach not only supports the local economy but also reduces the environmental impact associated with long-distance food transportation, aligning with guests’ desires for authentic and sustainable dining experiences.
These examples illustrate how sustainability is being operationalized within the hospitality industry. They show that embracing renewable energy (solar), water conservation measures, and biodiversity initiatives are not just ethical decisions but also strategic business practices that enhance guest experiences, improve operational efficiencies, and contribute to the industry’s long-term viability. Additionally, there are many lending advantages that can be taken advantage of if certain “green initiatives” have been met. Through these actionable strategies, the hospitality sector is setting new standards for environmental stewardship and social responsibility, marking a significant step towards a sustainable future.
The Future of Hospitality Design
The future of hospitality design is characterized by a shift towards creating spaces that are aesthetically appealing, functional, and most notably, reflective of local culture and environment. The integration of technology in design, such as through VR previews of rooms, enhances the booking experience by allowing guests to visualize their stay before arrival. Smart room features, controlled via apps or voice commands, offer guests unprecedented control over their environment, enhancing comfort and convenience. These design innovations not only cater to the modern traveler’s expectations but also set a new standard for the hospitality industry at large.
Adapting to New Health and Safety Expectations:
In the wake of the pandemic, health and safety have become paramount concerns for travelers. The hospitality industry’s response has been swift and comprehensive, with enhanced cleaning protocols, the implementation of contactless services, and the introduction of health-focused amenities becoming the new norm. These adaptations, initially a response to the pandemic, are now ingrained in operations, setting a higher standard for guest safety and wellbeing that will persist into the future.
Investment Landscape: Navigating Opportunities
The investment landscape within the hospitality sector reflects a period of cautious optimism and strategic realignment. As we emerge from the uncertainties of the pandemic, the sector presents a diverse array of investment opportunities, underscored by a nuanced understanding of regional market dynamics and consumer behavior trends. The IRR Hospitality Report 2024 illuminates the evolving nature of these investment prospects, particularly highlighting the significance of geographical markets that show promise for strategic investments.
There is a shift towards business and group travel as previously noted, signaling a steady demand that could influence occupancy rates and overall market vitality. This recovery in business travel, coupled with an enduring interest in wellness and eco-friendly accommodations, presents targeted opportunities for investors. Such trends underscore the importance of selecting investment locations that cater to these evolving consumer preferences.
Geographically, the top 25 U.S. markets, including cities like San Antonio, Tulsa, and Chattanooga, have demonstrated remarkable year-over-year growth, positioning themselves as attractive locales for investment. These markets have benefited from a balanced recovery across various travel segments, including the much-anticipated return of business and group travel.
Conversely, the report also points to markets like Savannah, GA, New Orleans, LA, and the Florida Panhandle, which, despite facing slower recovery rates or specific challenges, present unique investment opportunities. For instance, New Orleans, with its rich cultural heritage and tourism appeal, and Savannah, known for its historical significance, offer potential for growth as they navigate post-pandemic recovery phases. Similarly, markets like Austin, TX, and the DC Metro area, despite their slower rebound, are underscored by fundamental strengths that could translate into valuable investment opportunities with the right strategic approach.
Investors poised to navigate the hospitality sector’s landscape in 2024 must prioritize properties that not only resonate with current consumer trends but are also situated in markets showing significant recovery momentum. By focusing on geographic areas with proven resilience and growth, such as those highlighted in IRR’s latest Hospitality Report, investors can strategically align their portfolios with the sector’s upward trajectory while mitigating potential risks associated with broader economic uncertainties.
Strategic Imperatives for 2024 and Beyond
As we peer into the horizon of the hospitality industry’s future, several strategic imperatives emerge, each poised to shape the trajectory of recovery and growth. The sector’s evolution is increasingly influenced by the convergence of technology, sustainability, and personalized guest experiences. Here, we explore the key priorities that will define the industry’s path forward.
Innovation at the Core
Innovation is the linchpin of future success in the hospitality sector. This encompasses not just technological advancements but also innovative service models, sustainability initiatives, and business strategies. The rapid pace of digital transformation mandates a continuous reevaluation of how services are delivered, with an emphasis on enhancing efficiency, reducing costs, and improving the guest experience. Innovative approaches, such as leveraging big data for personalized offerings and adopting green technologies, will become differentiators in a competitive landscape.
Guest-Centric Strategies: The Ultimate Priority
The shift towards experiential travel underscores the importance of adopting guest-centric strategies. Understanding and anticipating the needs and preferences of guests will allow for the creation of bespoke experiences that resonate on a deeper level. This entails a holistic approach to service design, from the initial booking experience to post-stay engagement, ensuring every touchpoint reflects the brand’s commitment to exceeding guest expectations.
Sustainability: Beyond a Buzzword
Sustainability must transition from a buzzword to a core operational principle, embedded in every aspect of hospitality management. This includes environmental conservation efforts, sustainable sourcing practices, and initiatives aimed at benefiting local communities. Hotels that lead in sustainability not only contribute to the global good but also cater to the growing demographic of travelers for whom ecological and ethical considerations are paramount. The future of hospitality is green, and the sooner businesses fully integrate sustainability into their DNA, the better positioned they will be to thrive.
Reimagining Workforce Dynamics
The hospitality industry’s recovery and growth are intrinsically linked to its workforce. Addressing labor shortages, enhancing employee satisfaction, and fostering a culture of inclusivity and innovation are critical. Investing in employee development, adopting flexible work arrangements, and leveraging technology to streamline operations can help attract and retain talent. A motivated, skilled workforce is essential for delivering the exceptional service that guests increasingly demand.
Navigating the Investment Landscape
Strategic investment decisions will play a pivotal role in shaping the hospitality sector’s future. This involves not only identifying emerging markets with growth potential but also investing in properties and concepts that align with evolving consumer trends, such as wellness tourism and eco-friendly accommodations. Successful investors will be those who can adeptly navigate the complexities of the market, balancing risk with the pursuit of innovative opportunities that promise long-term returns.
Strategic Marketing in the Digital Age
In today’s digitally dominated landscape, strategic marketing has emerged as a pivotal element of success in the hospitality industry, as evidenced by the comprehensive analysis provided in the IRR Hospitality Report. This report illuminates the shifting patterns of consumer behavior and preferences, highlighting the critical role of personalized digital marketing strategies in enhancing guest engagement and driving bookings.
One of the key strategies underscored in the report is the effectiveness of personalized email marketing campaigns. By leveraging data on guest preferences and prior behaviors, hotels can craft tailored messages that resonate deeply with recipients, offering customized recommendations and exclusive deals that significantly increase the likelihood of conversion. This approach not only fosters a sense of individual attention and care but also effectively capitalizes on the potential for repeat business.
Social media marketing also receives special attention in the report for its capacity to build brand identity and engage with potential guests in a dynamic and interactive manner. Successful hospitality brands utilize platforms like Instagram and Facebook to share compelling content that showcases their unique offerings, from breathtaking property visuals to behind-the-scenes looks at guest experiences. These platforms also enable hotels to directly interact with their audience, responding to queries, celebrating positive experiences, and managing any negative feedback in real time, thereby enhancing their reputation and appeal.
Furthermore, the IRR report emphasizes the growing importance of online reputation management, with platforms such as TripAdvisor and Yelp significantly influencing consumer booking decisions. Proactively managing these profiles, engaging with guest reviews, and addressing feedback can dramatically enhance a property’s online presence and attractiveness.
Lastly, the adoption of data analytics for targeted marketing efforts is highlighted as a crucial strategy. By analyzing detailed guest data, hotels can identify specific market segments most likely to book and tailor their marketing efforts accordingly, whether through personalized offers, targeted ads, or specially designed packages.
Forging Ahead: The Pillars of Success in Tomorrow’s Hospitality Landscape
As we stand on the threshold of a new era in the hospitality industry, it’s clear that the path forward is anchored by three fundamental pillars: innovation, sustainability, and a relentless focus on the guest experience. These themes, which have resonated throughout our exploration of the sector’s current state and future prospects, underscore the critical strategies that will define success in the years to come.
By leveraging the insights from this article, industry professionals can ensure resilience and growth in the face of future challenges. Together, we can redefine hospitality for a new era, creating lasting value for guests, communities, and the environment alike. This is more than just a path to recovery; it’s a blueprint for building a more vibrant, sustainable, and guest-focused hospitality industry for the future.
[summary] => Explore the dynamic future of the hospitality industry as it adapts to new consumer demands, integrates cutting-edge technologies, and emphasizes sustainable practices. This informative article highlights key trends like digital evolution and experiential travel, providing a roadmap for resilience and growth. It offers valuable insights for professionals navigating these transformative changes in an evolving landscape. [views] => 2596 [meta_keywords] => [meta_description] => [fk_status_id] => 8 [no_ad] => 0 [ff_category_id] => 0 [images] => 7949.jpg [created_by] => 28677 [creator] => [updated_by] => 0 [showslider] => 0 [multi_img] => [headshotimg] => [headshotcap] => [headshotcapsecond] => [ending_date] => 2024-06-08 00:00:00 [activeads] => 0 [imagescap] => [multi_user] => [multi_author] => [month] => 6 [year] => 2024 [showlink] => 0 [postedlinkedin] => 0 [send_confirm] => 1 [review] => 0 [category] => [category_seo_url] => [author_image] => 92ff0_d-michael-daniel-jr-formal.jpg [author_title] => National Co-Practice Leader of IRR Hotels [author_company] => Integra Realty Resources [author_name] => D. Michael Daniel, Jr. [status] => Feature Article [feature_summary] => In the wake of a global pandemic, the hospitality industry stands at the crossroads of challenge and opportunity, poised for a dynamic transformation. As we embark on a journey of recovery, the sector is being reshaped by emerging consumer demands, breakthroughs in technology, and a deepening dedication to sustainable practices. Leveraging the extensive analysis provided by Integra Realty Resources’ U.S. Hospitality Report, which I had the privilege of authoring, alongside my firsthand experiences working in the hospitality real estate sector, this article explores the multifaceted nature of this transformation, highlighting key trends that are defining the industry’s future and offering... [author_slug] => d-michael-daniel-jr [author_id] => ) [1] => Array ( [article_id] => 7968 [created_on] => 2024-05-08 06:52:42 [modified_on] => 2024-05-11 05:34:34 [date_of_release] => 2024-06-09 00:00:00 [fk_category_id] => 23 [fk_author_id] => 3083 [temp_author] => Alex Smith [title] => Certifiably Sustainable [sub_title] => Choosing Reputable Travel Certifications [seo_url] => certifiably-sustainable [body] =>
Travelers today who are researching destinations, accommodations and attractions for their vacations are met with a barrage of icons, badges and branded partnerships that make some sort of claim about the sustainability of that organization.
Some may be as benign as an ‘eco-stamp of approval’ while others bear the mark of a more stringent set of standards. As hotel operators, it is imperative that we maintain a transparent and accountable relationship with our guests to clearly define how we are working toward benefitting people and the planet.
This effort is more important than ever now that select countries and lawmakers are introducing policy require proof and other methods of verification against any claims a business makes towards eco-friendliness or sustainability. Greenwashing runs rampant in the tourism industry and many companies are saying all the right things while doing all the wrong ones behind the scenes. By investing time and effort into securing the best and most trusted certifications, you will ultimately avoid issues down the road and become more desirable to potential customers.
B Corp Certification - Setting the Highest Levels of Environmental and Social Performance
Administered by the non-profit B Lab®, Certified B Corporations are for-profit businesses that voluntarily meet the highest standards of social and environmental performance, public transparency, and legal accountability to balance profit and purpose through third-party review. Certified B Corporations, or ‘B Corps’ as they are referred to, are leaders in the global movement for an inclusive, equitable, and regenerative economy. Unlike other certifications for businesses, B Lab is unique in their ability to measure a company’s entire social and environmental impact in order to grant verified approval.
B Corp Certification is a designation that a business is meeting high standards of verified performance, accountability, and transparency on factors from employee benefits and charitable giving to supply chain practices and input materials. In order to achieve certification, a company must demonstrate high social and environmental performance by achieving a B Impact Assessment score of 80 or above and passing a risk review. Businesses must also make a legal commitment by changing their corporate governance structure to be accountable to all stakeholders not just shareholders, and achieve benefit corporation status if available in their jurisdiction. In addition, a company is expected to exhibit transparency by allowing information about their performance measured against B Lab’s standards to be publicly available on their B Corp profile on B Lab’s website.
As leaders in the movement for economic systems change, B Corps reap remarkable benefits. They build trust with consumers, communities, and suppliers; attract and retain employees; and draw mission-aligned investors. As they are required to undergo the verification process every three years in order to recertify, B Corps are by definition also focused on continuous improvement, leading to their long-term resiliency. One thing that truly makes the B Corp Certification stand out among other designations is that the view of the company is holistic. The assessment is not exclusively focused on a single social or environmental issue, but instead covers a very broad range of different programs and initiatives across ESG.
The process to achieve and maintain certification requires engaging teams and departments across your company. Taking business size and profile into account, verification involves documentation of your company’s business model and information about your operations, structure, and various work processes, as well as review of potential public complaints and possible site visits. Recertification confirms these standards continue to be met on an ongoing basis, so a company cannot simply rest on their laurels on the one-time certification but must prove continued growth in impact.
While this process seems rigorous, it is for good reason. B Corp Certification remains one of the most trusted business verifications in the field. For the travel industry, there is an added bonus of being in a very exclusive club. To date, there are only 164 Certified B Corps in tourism worldwide. This means consumers who are looking for the absolute best brands in social and environmental performance will have an easy time finding your company as they plan their trips.
Here at Legacy Vacation Resorts, we originally certified as a B Corp in 2019 with 88.6 points. During our first B Corp Recertification in 2022 we achieved a 42% increase in our B Corp score with 126.0 points - a testament to our team’s work towards creating a better tourism industry. With that new figure we became the highest scoring B Corp Hotel Chain in the world. However, despite this achievement our leadership team is ever-focused on the future. The B Corp framework and the requirement to recertify every three years helps us to push ourselves in finding ways to create even more tangible positive impact for people and the planet through each of our business decisions, all supported by fellow B Corps across the global tourism industry.
GSTC Criteria by the Global Sustainable Tourism Council®
Another incredibly valued and respected organization for measuring the impact of travel companies is the Global Sustainable Tourism Council® (GSTC). Their GSTC Criteria helps businesses further identify quality and trusted certifications across the world. GSTC is involved in the Certification of businesses, Accreditation of certification bodies, and Recognition of standards.
It is important to clarify that GSTC Recognition is not a mark like accreditation, but instead is a status GSTC provides to a set of standards that are equivalent to the GSTC Criteria. They review other certifications against their four pillars of the GSTC Criteria: Environment, Social, Cultural, and Management principles. The process involves Certification Bodies choosing to go through GSTC’s independent and neutral process to verify that they certify businesses, such as hotels or tour operators, or destinations, in a thorough, trusted and neutral manner. GSTC takes on a stringent analysis of the Certification Body’s processes to ensure you that they issue certifications based on merit, neutrality and truthfulness as opposed to a pay-to-play model.
GSTC Accredited Certification Bodies are becoming more and more popular with tourism entities who are seeking a trusted way to share their sustainability practices. Many owners and buyers of hotel spaces use the GSTC framework and highlight those accommodations certified by GSTC Accredited Certification bodies including Hilton, TUI Group, easyJet holidays and Mandarin Oriental to name a few.
To become certified by a GSTC accredited model, hoteliers must first choose a Certification Body from the GSTC accredited list and then work with that Certification Body to achieve full compliance. Once Certified by that group, the business will also be able to display the GSTC logo upon completion of a licensing agreement with the GSTC. A list of GSTC Accredited Certification Bodies for Hotel/Accommodation can be found here.
EarthCheck
Since 1987 EarthCheck has assisted businesses, communities and governments to deliver sustainable, clean, safe and prosperous destinations for travelers to visit, live, work and play. It has become the world’s leading scientific benchmarking certification and advisory group for sustainable travel and tourism and is an incredibly trusted certification. The organization helps tourism businesses and destinations become more sustainable through certification, consulting, training and software solutions and is well respected by travelers, brands and destinations globally. Their goal is to help consumers make informed decisions about the tourism experiences they choose and the places they stay.
EarthCheck delivers Science-backed sustainability solutions for the tourism industry delivered by experts in the field. When a travel business displays an EarthCheck certification badge, it is known that they have been through a rigorous science-backed, people-focused sustainability certification process. EarthCheck’s process is intentional and guided - through each step companies are given the tools they need to measure their impact and then make decisions to improve their processes in a way that will save money, resources and help better the planet.
This certification option works for any company on a path to sustainability, no matter their current programs or level of understanding. Whether they’re just starting or well on their way to reaching net zero, becoming EarthCheck Certified will help any tourism business showcase its commitment to a sustainability pathway, and enhance incredible tourism experiences for customers year after year.
The rigorous science-backed, people-focused certification process has been embraced by the world’s most recognized travel and tourism brands and helps them demonstrate their sustainability commitment long-term. EarthCheck’s sustainability experts work with their brand partners to engage both teams and stakeholder to establish sustainability policies, benchmark current operations, certify against their standards and will then audit and promote your certification level annually.
Community Over Competition
At LVR we are consistently impressed by how collaborative the B Corp network is, one of the reasons why we decided upon this particular certification. It is truly a community where travel professionals can share best practices, case studies and pathways to positive impact. In our co-founded nonprofit B Tourism, the global B Corp travel community convenes monthly to welcome special guest speakers and learn about more ways in which to use travel as a force for good. We also utilize our B Tourism group to help spread awareness for B Corps in travel with consumers, provide resources to fellow travel companies seeking certification and grow the B Corp tourism network globally. Our team meets people where they are to deliver actionable strategies to use their business to help people and the planet.
No matter which certification you pursue, the most important thing to remember is selecting an option that is verified, accountable and transparent. Consumers today are seeking out more ethical and sustainable companies that are committed to using the power of their business to solve environmental and societal issues. These consumers can sniff out greenwashing from a mile away and being identified as a business that espouses false claims about eco-friendliness can permanently tarnish your brand and reputation.
Companies that adopt purpose-driven principles can expect to become more resilient, attracting loyal customers and even more loyal employees - creating a trusted brand that will continue to evolve with the shifting consumer mindset in the travel industry. And the businesses that do well while doing good? Well, those are the ones who can reshape the industry and create a new generation of traveler.
[summary] => Lately it seems there is a logo or badge found on any given travel website claiming some notion of eco-friendliness or sustainability. But what do those really mean, and are they actually proof of a company creating tangible positive impact? Below I'll dig into a few types or credible and verified certifications and how they build trust with your guests. [views] => 1875 [meta_keywords] => [meta_description] => [fk_status_id] => 8 [no_ad] => 0 [ff_category_id] => 0 [images] => 7968.jpg [created_by] => 28137 [creator] => [updated_by] => 0 [showslider] => 0 [multi_img] => [headshotimg] => [headshotcap] => [headshotcapsecond] => [ending_date] => 2024-06-15 00:00:00 [activeads] => 0 [imagescap] => The B Corp Logo proudly displayed at the Legacy Vacation Resorts Indian Shores Location [multi_user] => [multi_author] => [month] => 6 [year] => 2024 [showlink] => 0 [postedlinkedin] => 0 [send_confirm] => 1 [review] => 0 [category] => [category_seo_url] => [author_image] => 0a075_smith-alex.jpg [author_title] => Chief Operating Officer [author_company] => Legacy Vacation Resorts [author_name] => Alex Smith [status] => Feature Article ) )