hospitality 2020 vision
TRANSCRIPT
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John Kennedy work experience
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Workexamples
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Hotels
Goldenperiod1850–1960.
Jetsetperiod1960–now.
Innova?onperiod
1980/90’stonow.
And how did our need for hospitality start?
2020view
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Hospitality
Airlines
Restaurants
CruiselinesOnlineTravelAgents(OTA)
Gaming(Casinos)
CustomerProfiles
IT–Cloud
Events+
cycles
StaffNewBrands
CSR
Newmarkets
Mul;ple sources of influence on the development of hospitality.
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Why do we need so many different types of hotels?
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Some of the different types of hotel to sa;sfy a wide variety of customer needs.
• Luxury • Lifestyle / bou;que • Upscale
• Mid-market • Budget / economy • Bed & breakfast
• Hostel
• Airport • Conference centre • City
• Resort • Themed • Chain (brand)
• Independent
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Where is everybody going? - Travel.
Source UNWTO
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• Popula;on geVng older and a growing middle class wan;ng to travel & explore from emerging markets
• Social media frenzy crea;ng a buzz around travel & des;na;ons
• Price consciousness – online savvy customers who know how to get the best deal
• Changing consumer journey – mobile, customisa;on, communica;on, promo;ons, loyalty programs
• Rise of low cost travel (air, bus, train) to get us to our des;na;on
• Increasing awareness of our environmental impact from travel
What are some of the changes happening in the world that we need to think about in hospitality?
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Challenges facing hotel development
• Staying relevant & ahead of people’s changing expecta;ons and travel habits
• Managing the demands from a wide range of customer profiles across ages, cultures and budgets
• Maintaining and jus;fying the price gaps between hotel products from hostels to budget and mid-market brands
• Balancing “contemporary design mojo” with product consistency v. cookie cu_er design
• Trying to differen;ate on service and customer experience in the ba_le of the dominance of OTA’s and price
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What do guests really want?
• Non-tradi;onal hotel that really adapts and is relevant to its local environment
• Wi-Fi availability like turning the water on when you want to take a shower
• Don’t want a hotel designed by a commi_ee
• Safe & secure – take the stress out of travelling and being away from home
• Transparent pricing – pay for what you use
• To be remembered when the ;me is right, to be able to manage the level of contacts and personalisa;on during a stay
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People power
• Differen;a;on – service is difficult to copy, prices can always be followed
• Shaking up recrui;ng approach from ap;tude to aVtude for hiring those with personality over experience
• Making sure once people get to your company that they stay and grow with you
• Increased focus on training people skills
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Pressures on staff
• Disrup;ng the tradi;onal way to recruit staff, using digital • Keeping and mo;va;ng staff with so much compe;;on for
employees from other service industries
• Skill sets changing with a focus on different types of specialisms – Mee;ngs, Food & Beverage, sales, corporate, conferences, events, etc.
• Adop;ng a digital versus a tradi;onal marke;ng approach to a_rac;ng customers
• Energy saving / efficiency focus = smart hotels and a new focus on staff training
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The conversa;on has only just begun - Content marke;ng & social media • Online conversa;ons tend to be richer because it is very much
alive and personable
• Social feedback can be given by somebody while they’re s;ll in the hotel and you have an opportunity to resolve and improve the guests experience
• Content produc;on can be sourced by authen;c Consumer Generated Media - no be_er a recommenda;on than from a customer
• Social media communi;es value social equity based on having unique experiences – the more unique the higher the shares, likes and “wow factor”
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Today’s commercial market place – booking a hotel.
Source Globres
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Challenges with Technology adop;on in hospitality
• Legacy opera;ng systems that have challenging user interfaces & user experience
• Enabling staff to spend less ;me looking at a screen & more ;me looking afer guests
• Give guests the capability of leveraging all of the technology that they’re travelling with
• Beware of security ramifica;ons for guests and their devices • From high-touch low-tech to high-touch enabled by high-tech
• Technology is a great facilitator of experiences, but it should not be the experience
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Big data – so many customer touch points
• Analysis – paralysis, how much can you analyse and use? • Mul;-channel sales approach, with so many different touch
points • Social media nerve centre not call centre, adop;ng different
ways to answer customer queries • PuVng informa;on into the hands of staff “real-;me” to
improve response ;mes • Shifing to a mobile-based dialogue, app-based way of rela;ng
to guests • Cheaper technology - cloud storage benefits are star;ng to
show their benefits • Risks of data breaches & fraud to be managed
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Con;nued focus on Revenue management - Why does a hotel op;mise it’s space?
To maximise revenue per available room over ;me = $$.
Guest = $$ revenue
Time = how long you stay
Space = Hotel room
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Connec;ng the dots, doing more with your smartphone and improving the user experience ...
• Seamless use of personal digital devices to bypass the front desk & human contact
• A home from home experience – I expect the same integra;on and ease of geVng online
• Hotel bookings evolving from e-commerce into mobile commerce
• Using the smartphone as way to build loyalty and defend direct business against the OTA’s onslaught
• Managing the Internet bandwidth (streaming)
• The check-in kiosks vs. the mobile check-in – even less human touch points
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Explosivetrend
12 3 4 5 6 7 8
Mobile apps, social media, peer reviews, online booking, and an on-demand mindset have completely shifed travelers’ expecta;ons
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MillennialsRule!
12 3 4 5 6 7 8
Erosion of the product and service gap between different hotels. Can you tell the difference between hostels, budget and mid-market hotels now? Millennials have less resistance to change and tradi;onal approaches to hotel categories. Plus tradi;onal hotel experiences were designed around “baby boomers”.
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Staysocialconnectlocal.
1 2 3 4 5 6 7 8
Hotels now have the tools and opportunity to engage customers with unprecedented frequency and accuracy – managed carefully it can share local knowledge and insights.
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Whatis
BYOD?
12 3 4 5 6 7 8
Bring Your Own Device {BYOD} use the plug and play approach to u;lising the hotel IT infrastructure to keep your guest entertained and in contact with the rest of the world with their own devices.
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Gamifica?onimpact12 3 4 5 6 7 8
Let the games begin – using our natural compe;;ve spirit across loyalty programmes to compete against other members for glory.
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P2P1 2 3 4 5 6 7 8
!Asharingeconomy
Peer to Peer – a changing way to do Business from room nights to taxis.
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Building
Smarthotels
1 2 3 4 5 6 7 8
Sustainability - with an eye on being efficient with your use of resources and building hotels that have less impact on the environment.
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Justgivemewhat
IWANT.…forgettheop?ons
1 2 3 4 5 6 7 8
More of an approach to pay for what you use, keep things simple and let the guest decide what they want.
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2020 in the future.
o 50%+ of travellers will book via mobile o Space the final fron;er o Technology and connec;vity drivers to enhance the customer
experience o Evolving demands of a more senior popula;on o Immersive technology to take experiences to the next level o Figh;ng to seek the best candidates in a compe;;ve employment
market place o Con;nue to develop brands that bring affordable luxury to the
masses o For the Millennials the mobile will be the sole device for
communica;on with hotels – pre-during –post stay
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