A seminar presentation to give a brief view on the future of the hospitality business.

3. John Kennedy work experience

4. Work examples

7. Hotels
Golden
period
1850 –
1960.
Jet set
period
1960 –
now.
Innova?on
period
1980 / 90’s
to now.
And how did our need for hospitality start?
2020
view

8. Hospitality
Airlines
Restaurants
Cruise lines Online Travel
Agents (OTA)
Gaming
(Casinos)
Customer
Profiles
IT –
Cloud
Events
+
cycles
Staff New
Brands
CSR
New
markets
Mul;ple sources of
influence on the
development of
hospitality.

9. Why do we need so
many different types
of hotels?

10. 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

11. Where is everybody going? - Travel.
Source UNWTO

13. • 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?

14. 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

16. 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

17. 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

18. 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

19. 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”

21. Today’s commercial market place – booking a hotel.
Source Globres

22. 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

23. 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

24. 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

25. 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

27. Explosive
trend
1 2 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

28. Millennials
Rule!
1 2 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”.

29. Stay social
connect local.
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.

30. What is
BYOD?
1 2 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.

31. Gamifica?on
impact
1 2 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.

32. P2P
1 2 3 4 5 6 7 8
!A sharing economy
Peer to Peer – a changing way to do
Business from room nights to taxis.

33. Building
Smart hotels
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.

34. Just give me what
I WANT.
…forget the op?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.

35. 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