??? Hotelier's Hub - 12th March 2024
Dawn Gribble
?? Marketing Audit Expert ????? | MIH | MCIM | Strategy & Market Intelligence for Growth
Hello and welcome to the latest edition of Hospitality Highlights.
I’m your host, Dawn Gribble, an independent hospitality marketing strategist with over 20 years of international experience, serving the latest marketing news with a side of expert insights.?
Here's a look at what's inside:
Whether you're looking to enhance your marketing efforts, stay informed on the latest consumer trends, or keep abreast of the freshest hotel and travel marketing developments, you've come to the right place.
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?? AI Is Fundamentally Changing the Travel Industry?
The use of AI in the hospitality industry is a growing trend that cannot be ignored. According to Charuta Fadnis of Phocuswright, this technology has already significantly impacted providers and customers, with around 80% of people aware of its importance. However, there are differences in the level of comfort and usage across countries and age groups.?At the ITB Berlin Convention, Fadnis highlighted the potential for AI to revolutionise customer experience and increase revenue. Looking ahead, Fadnis also discussed the possibility of virtual agents and a comprehensive One Travel app taking over bookings for travellers. Google Maps is a promising candidate for this service.?
?? Generative AI has the potential to transform customer experiences and elevate hotel revenue through personalisation, automation, and improved efficiency. The data can also inform pricing strategies, streamline operations, and uncover insights into customer preferences.?
Learn more: ?Generative AI: What Hospitality Leaders Need to Know Sources: ITB
?? Who Let the Dogs On? Virgin Australia’s Pets in Cabins?
Virgin Australia is considering a new program that would allow small cats and dogs to travel in the cabin with passengers on some flights.? While this may sound exciting for pet owners, many details still need to be worked out before the service can be launched. Questions remain about how the airline will deal with potential safety issues, and some passengers may be concerned about allergies or other issues associated with pets in the cabin. If Virgin Australia gets approval from the Civil Aviation Safety Authority (CASA), this would be the first major Australian airline to get approval.
?? An increasing number of pet owners are travelling with their furry companions, with a growth of 37% annually. These pet owners prioritise pet-friendly stays, with over 50% looking for accommodation that welcomes their pets.?This presents an opportunity for hotels to improve their competitive edge in the market by appealing to this niche segment of travellers and increasing loyalty among pet-owning customers.?However, safety should always be a top priority, and any new pet services should be thoroughly evaluated and clearly communicated to customers before their implementation.
Learn more: ?Hospitality Trends 2024 Sources: The Guardian Condor?
?? Check In, Work Out: Hyatt Regency New Collab with Personal Training Platform??
Hyatt Hotels Corporation announced an exclusive collaboration between the Hyatt Regency brand and Future, a personal training platform, to enhance guest wellbeing. This partnership will provide customised virtual workouts for World of Hyatt members and guests at 26 Hyatt Regency hotels and resorts in the U.S. Future's trainers will design the workouts to suit each hotel and resort's fitness centre and equipment.?
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?? As travellers increasingly prioritise their wellbeing and seek ways to maintain their routines while away from home, hotels should consider creating innovative wellness packages, drawing inspiration from the latest trends in wellness travel. Incorporating biophilic design into hotel spaces can enhance guests' connection to nature, improving overall well-being. The Japanese concept of forest bathing, known as Shinrin-yoku is all about immersing yourself in the atmosphere of the forest. It's not about physically bathing in water, but rather a practice of connecting with nature through your senses. Shinrin-yoku is about slowing down and quieting your mind. The goal is to be present in the moment and absorb the sights, sounds, and smells of the forest. Creating a green area is good for guests and the ‘gram - particularly for city hotels.?Tailoring wellness programs to both the guests' individual goals and the destination's unique characteristics allows for a more personalised and impactful wellness experience. Learn more: ?Luxury All-Inclusive Trends Sources: Hyatt Afar EHL National Library of Medicine
?? Connaught Bar Unveils First Cocktail Book??
The Connaught Bar, located in London Mayfair’s five-star hotel The Connaught, is set to release its first book next month featuring 100 of its signature cocktails. Led by award-winning mixologist Agostino Perrone. The book "The Connaught Bar: Recipes and Iconic Creations" will provide readers with a detailed look into the bar's most famous recipes.? The Connaught Bar has been continuously recognised as one of the best bars in the world, most recently at the Tales of the Cocktail Foundation's Spirited Awards. With its global availability, this book showcases the creativity and expertise of the bar's team.?Other successful books from hotels include The Ritz London: The Cookbook and The Waldorf Astoria Bar Book
?? With the release of this book The Connaught will boost its visibility and affirm its position as a leader in cocktail culture. A hotel should consider publishing its own book when it has unique stories, expertise, or culinary excellence to share that can enhance its brand image and guest experience. Publishing can be strategically timed to coincide with a significant anniversary, a brand revamp, or a notable story worth telling that aligns with current market trends.?Topics could range from behind-the-scenes looks at hotel operations, historical anecdotes, and collections of guest experiences to signature recipes from the hotel's restaurant or bar.?
Learn more: ?Hospitality Customer Experience Trends Sources: The Spirits Business
?? Airbnb Has a New Label to Denote Its Top (and Worst) Listings??
In its latest update, Airbnb has introduced a new top property badge for the top 25% and top 1% of properties based on metrics like ratings, reviews, and customer service. The platform has also added a badge for the bottom 10% of properties to indicate low quality, resulting in the removal of 100,000 properties from the platform since April 2023. Users can now also sort reviews by lowest rated and most recent or highest rated.?Introducing a badge for low-quality properties and removing listings that consistently fall short incentivises hosts to maintain high standards, ensures a better overall guest experience, and protects Airbnb’s reputation. The clear identification of top-rated properties helps build trust among guests.
?? By introducing new badges to recognise the top 25% and top 1% of properties and identifying the bottom 10%, Airbnb is significantly raising the bar for quality and reliability. Hotels can use this to differentiate themselves by emphasising their consistent quality and services that may surpass those of lower-rated Airbnb properties.
Hotel marketers can analyse Airbnb reviews, especially lower-rated ones, to identify common customer complaints or pain points. This insight can then be used in marketing messages to highlight how their hotel addresses these specific issues, such as offering guaranteed cleanliness standards, 24/7 customer service, or amenities that Airbnb properties might lack.?For example
Cleanliness: You'll enjoy daily professional cleaning services and fresh linens every time you stay with us. Misleading or Inaccurate Listing Descriptions: What you see is what you get. No unwelcome surprises, just comfort and reliability Check-in: Enjoy a smooth start to your stay with our 24/7 front desk service and hassle-free check-in any time, day or night. Poor/Missing Amenities: Enjoy our high-speed Wi-Fi, fitness centre, and complimentary breakfast.
Learn more: ?Airbnb Market Intelligence Sources: Airbnb
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Exciting updates all around! Can't wait to dive in. Dawn Gribble