Conceptualisation of the Future Hotel
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This document discusses changing expectations and trends for different generations that impact the accommodation property sector. Younger generations increasingly expect ubiquitous Wi-Fi access, personalized experiences, and a focus on sustainability in design. Mobile technologies are becoming an essential part of hotel operations and marketing. Future hotel brands must cater to different generational preferences through customized experiences and lifestyle offerings. The hospitality industry also faces economic challenges relating to an aging workforce and demographic shifts over the next decade.
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Conceptualisation of the Future Hotel
- 1. Conceptualisation of the Future Accommodation Property © AHS Advisory Hospitality Real Estate & Consulting
- 2. Changing Expectations Conceptualisation of the Future © AHS Advisory 21 September 2012 Accommodation Property Hospitality Real Estate & Consulting
- 3. Changing Expectations -Timeline Conceptualisation of the Future © AHS Advisory 21 September 2012 Accommodation Property Hospitality Real Estate & Consulting
- 4. Generation B or Builders • Prefer „traditional‟ travel (all inclusive, planned ahead, systematic) • Mostly retired • Comfort is more important than money • Increased need for easy-access facilities Conceptualisation of the Future © AHS Advisory 21 September 2012 Accommodation Property Hospitality Real Estate & Consulting
- 5. Baby Boomers • Consider travel a necessity, not a luxury • Are willing to spend more for luxury, expertise and convenience, prone to book online • Forever Young mentality • Enjoy “the real experience” but with familiar comforts • When heading into retirement: time for long-haul trips Conceptualisation of the Future © AHS Advisory 21 September 2012 Accommodation Property Hospitality Real Estate & Consulting
- 6. Generation X • Prefer boutique or “unique” properties • Look for both traditional and non-traditional experiences • Technology savvy • Business travelers prefer upscale or upper upscale product, more and better amenities Conceptualisation of the Future © AHS Advisory 21 September 2012 Accommodation Property Hospitality Real Estate & Consulting
- 7. Generation Y • Wi-Fi as a must-have amenity • Greater importance to public areas of hotels (social hubs) • Independence, individualistic • Prefer online services (check-in, check-out) • Seek the „authentic‟ experience, keen on local foods, art, culture Conceptualisation of the Future © AHS Advisory 21 September 2012 Accommodation Property Hospitality Real Estate & Consulting
- 8. 21st Century – Generations X & Y • Guests • Workforce – Involvement in product – Work/life balance development – Empowerment – „Quality that surprises‟ – Support – Individual needs satisfied – Life-long learning – Technology – Enjoyable work culture – Immediate service – Creativity & innovation recovery – Variety & Diversity – 360 unique experience – Flexibility – Motivation & recognition Conceptualisation of the Future © AHS Advisory 21 September 2012 Accommodation Property Hospitality Real Estate & Consulting
- 9. Mobile Technologies Monthly MB Consumption 8,000 6,942 7,000 6,000 5,000 4,223 4,000 2011 2,880 17 3,000 2,576 2016 2,131 2,000 1,000 750 517 150 71266 4 108 0 Source: AHS Advisory with data from ABC Australia Source: digitalmarketinglab.com.au Conceptualisation of the Future © AHS Advisory 21 September 2012 Accommodation Property Hospitality Real Estate & Consulting
- 10. • Sydney was one of the worst Wi-Fi cities in 2011, averaging a cost of $25 • In 2012 Sydney redeemed itself slightly, but most properties still charge a fee for Wi-Fi access Conceptualisation of the Future © AHS Advisory 21 September 2012 Accommodation Property Hospitality Real Estate & Consulting
- 11. • The HotelChatter Report (US) identifies budget and midscale brands as the ones most likely to include Wi-Fi in their rates. Conceptualisation of the Future © AHS Advisory 21 September 2012 Accommodation Property Hospitality Real Estate & Consulting
- 12. Hotel Interior Design Technology • Personalisation • Privacy • Security – “Smart” Surfaces – Touch technologies – Mobile technologies – IP Telephony – Sensor-based technologies – Intelligent interfaces Conceptualisation of the Future © AHS Advisory 21 September 2012 Accommodation Property Hospitality Real Estate & Consulting
- 13. Mobile Technology as Added Value • Better, faster – Check-in/check-out – Room Key substitute • “Personalised attention” – E-concierge / M-concierge – Social media • Apps as a Marketing tool – Brand awareness – Brand identity – Brand loyalty Conceptualisation of the Future © AHS Advisory 21 September 2012 Accommodation Property Hospitality Real Estate & Consulting
- 14. Sustainable Building • Long-term lower operational costs v. Initial Costs • Perception: lower risk, higher value Conceptualisation of the Future © AHS Advisory 21 September 2012 Accommodation Property Hospitality Real Estate & Consulting
- 15. “Green” Design Trends • Sustainability focused with increasing attention to the value derived from “green” initiatives. Living Wall, Novotel Auckland Airport, NZ Have not Valued ($) Sustainability Programs 39.2% Value Analysis based Sustainability Budget 9.8% ‘Pod’ Room, Attrap Revess Hotel, FR Measure Total Value with Aggregate Score 12.3% Total Value Generated, including indirect 16.3% Benefits Sustainability Prioritising Based on Cost- 22.3% Benefit Analysis Aggregate Cost Savings 24.2% Vertical Garden, Westin Gaslamp Quarter, CA, USA Source: AHS Advisory with data from PwC Conceptualisation of the Future © AHS Advisory 21 September 2012 Accommodation Property Hospitality Real Estate & Consulting
- 16. OTA v. TTA • M-commerce – The online travel segment is forecast to account for 1/3 of the global travel market value – Gross bookings in AP are to increase 30% in 2012 v. 2010 – Australian OTA spend increased 55% v. 2010, whilst TTA rose 1% only – TTA‟s still dominate the Australian market with a 73% market share Source: my destination Conceptualisation of the Future © AHS Advisory 21 September 2012 Accommodation Property Hospitality Real Estate & Consulting
- 17. Conceptualisation of the Future © AHS Advisory 21 September 2012 Accommodation Property Hospitality Real Estate & Consulting
- 18. Generation Z [1995-2009] • Driven by word-of-mouth marketing, seek creativity • Most educated, well-off and literate generation • Prone to emotional and mental health issues • Instant gratification –NOT Brand Loyal • Low perception of privacy • Environmental and social conscience Conceptualisation of the Future © AHS Advisory 21 September 2012 Accommodation Property Hospitality Real Estate & Consulting
- 19. Generation Alpha [2010-2025] • Children of older (30+) working parents (X‟s & Y‟s) • First generation to experience paid parental leave • Fast paced, high-tech environment with social and environmental challenges • Expected to have huge career opportunities: ageing population will leave the workforce when Alphas enter • Alpha‟s will average 6 career paths in their lifetime Conceptualisation of the Future © AHS Advisory 21 September 2012 Accommodation Property Hospitality Real Estate & Consulting
- 20. Hotel Brands: Targeting the Baby Boomers • Packaging personalised experiences: – Museums – Sports • Milestone experiences • Hassle-free • Family oriented • Lifestyle – Mobility – Comfort Conceptualisation of the Future © AHS Advisory Accommodation Property 21 September 2012 Hospitality Real Estate & Consulting
- 21. Hotel Brands: Targeting Gen X • Personalised experience • Boutique luxury • Sustainability • Lifestyle – Contemporary design – Business-oriented with leisure component – Value for money • Emerging markets Conceptualisation of the Future © AHS Advisory Accommodation Property 21 September 2012 Hospitality Real Estate & Consulting
- 22. Hotel Brands: Targeting Gen Y • Personalised experience – De-bundling of services – Mix & match approach – Technology • Sustainability – Infrastructure, Design & Practices • Lifestyle – Wellness – Local Culture • Emerging markets Conceptualisation of the Future © AHS Advisory Accommodation Property 21 September 2012 Hospitality Real Estate & Consulting
- 23. Futuristic Concepts Three Sprints, Ship Hotel Trump Tulip Hotel, Dubai, UAE Hotel Burj Al Arab, Dubai, UAE Resorts World Miami, FL, USA Apeiron Hotel, Dubai, UAE Hotel Full Moon, Baku, Azerbaijan Hotel Pods Waterworld, Songjijang, China Hotel Crescent, Baku, Azerbaijan Aeroscraft, Flying Luxury Hotel © AHS Advisory Future Hotels Forum Date Hospitality Real Estate & Consulting Aerohotel, Floating Islands Helix Hotel, Zayed Bay, Abu Dhabi, UAE Hydropolis Underwater Hotel, Persian Gulf, UAE Voyager V1, Abu Dhabi, UAE
- 24. The Future of Hotel Management: Economic and demographic challenges • By 2020: • By 2030: – Australian median age: 40 – Largest demographic group: 60+ – Largest demographic group: 50+ – 65 year-olds will outnumber 15year- – Most BB will be retired olds (doubling from 2012) – Workforce: 35% Y-ers – The 85+ group will triple (v. 2012) – Voluntary annual turnover: 20% – Ratio of workers to retirees will – Casual workforce: nearly 50% decrease (3:1 v. today‟s 5:1), increasing worker demand Conceptualisation of the Future © AHS Advisory 21 September 2012 Accommodation Property Hospitality Real Estate & Consulting
- 25. The Future of Hotel Management: • Revenue Management: pricing strategies for highly dynamic markets • Distribution Channel Management: how, why, to whom? • Delivering a unique –and genuine- experience: Upcoming demographic groups (Gen Z) will judge individually • Facility management: satisfying the needs of the ageing population whilst appealing to the upcoming demographic groups Conceptualisation of the Future © AHS Advisory 21 September 2012 Accommodation Property Hospitality Real Estate & Consulting
- 26. Rutger Smits Ron de Wit Director Director rutger@ahsadvisory.com ron@ahsadvisory.com 0414 860 207 0414 860 207 Ericka Fernandez Consultant ericka@ahsadvisory.com Level 6, City Mutual Building 66 Hunter Street Sydney NSW 2000 +61 2 8212 5601 www.AHSadvisory.com Conceptualisation of the Future © AHS Advisory 21 September 2012 Accommodation Property Hospitality Real Estate & Consulting
Editor's Notes
- Refer to page 21 (pdf) of the Hotels2020 report (section 8)
- Refer to page 21 (pdf) of the Hotels2020 report (section 8)
- Refer to page 21 (pdf) of the Hotels2020 report (section 8)
- Refer to page 21 (pdf) of the Hotels2020 report (section 8)
- Guests:PxC study ‘Experience Radar 2012” found consumers are NOT willing to pay more for -Décor/style -Flexible cancellation policies -Reward ptsThey ARE willing to pay premium for: -problem solving (proactive & efficient issue resolution, which mainly affects loyalty -66% will not book again if an issue was not solved accordingly & 80% will share their bad experience w/ networks) -> leisure traveller 20% more for best-in-class issue resolution v. 11% forf business travellers -in-room amenities (including WiFi & HD Tv) -> leisure travellers will pay 30% premium for such amenities while business travellers value them but will not pay premium-----------------------------------------------------Workforce: ‘variety’ and ‘life-long learning’ usually involve having many jobs ‘life-long learning’ can impact HR & training policies -> hands-on training, introduce comprehensive cross-training policies, managers will need to identify and offer tools to develop potential/skills
- Refer to page 21 (pdf) of the Hotels2020 report (section 8)
- Perceived barriers for going green: disinformation in regards to the options available, initial costs of implementing ‘green’ technologies/materials, labour intensive, implications on staff training, time-consuming period of obtaining the certification, costs associated with the disposal of old equipment, maintenancePerception: corporate responsibility, potential driver for customer loyaltyFacts: long term reduction in utility costs, sustainable structure
- Trends on design: Living Walls, Vertical gardens and Nature-oriented design (more in contact with nature, imitate nature’s form, etc)
- hotels.com experienced a 500% increase in mobile reservations in 2011Orbitz has so far doubled mobile sales v. 2011
- Refer to page 21 (pdf) of the Hotels2020 report (section 8)
- Refer to page 21 (pdf) of the Hotels2020 report (section 8)