Professor John Swarbrooke discusses changes facing the hospitality industry. He notes that customers are changing dramatically and have higher expectations. Hotels must recognize these changes and cater to new types of customers from emerging markets with different needs, like independent travelers who book themselves easily. Customers also expect higher room and facility quality, and get frustrated by extra fees. Hotels will need to adopt more sophisticated segmentation and offer customized experiences. They must also stay attuned to non-traditional accommodation models and focus on corporate social responsibility to appeal to conscience customers. Overall, the hospitality industry must anticipate changes rather than just react to maintain future success.
The future of financial services marketing communicationsChristopher Brooks
Lexden's presentation made to the PROTECT (life, health and payment insurance forum) in response to FCA consultation paper. Covering how marketing communications will change to meet consumers changing needs
Digital Transformation of the Guest Experience by Brian SolisBrian Solis
The digital transformation of the hotel guest experience will be a major competitive advantage for hoteliers according to this new report from Sabre Corporation (NASDAQ: SABR) in cooperation with Brian Solis.
In this new study, we investigate the market challenges facing the industry. We interviewed hotel executives from around the world to better understand the technology, challenges and trends that factor into their guest experience strategy. This report will ultimately guide you in architecting the modern guest experience.
What's Inside:
The modern guest experience blueprint
Behind the scenes + exclusive executive interviews of top hospitality brands
Challenges hospitality brands face + how to overcome them
What separates traditional brands from modern brands
Download this report to learn how you can lead change within your brand and how to overcome common hurdles including legacy systems and technologies, silos, inadequate customer journeys + outdated guest perspectives and UX.
The future of hospitality is clear: Customer experience is the make-or-break factor for hoteliers. Will it be your downfall or your competitive advantage?
The future of financial services marketing communicationsChristopher Brooks
Lexden's presentation made to the PROTECT (life, health and payment insurance forum) in response to FCA consultation paper. Covering how marketing communications will change to meet consumers changing needs
Digital Transformation of the Guest Experience by Brian SolisBrian Solis
The digital transformation of the hotel guest experience will be a major competitive advantage for hoteliers according to this new report from Sabre Corporation (NASDAQ: SABR) in cooperation with Brian Solis.
In this new study, we investigate the market challenges facing the industry. We interviewed hotel executives from around the world to better understand the technology, challenges and trends that factor into their guest experience strategy. This report will ultimately guide you in architecting the modern guest experience.
What's Inside:
The modern guest experience blueprint
Behind the scenes + exclusive executive interviews of top hospitality brands
Challenges hospitality brands face + how to overcome them
What separates traditional brands from modern brands
Download this report to learn how you can lead change within your brand and how to overcome common hurdles including legacy systems and technologies, silos, inadequate customer journeys + outdated guest perspectives and UX.
The future of hospitality is clear: Customer experience is the make-or-break factor for hoteliers. Will it be your downfall or your competitive advantage?
Creating Unique Guest Experiences In 2019 And BeyondFranckDroin2
Did you know at least 83% of customers expect relevant and personalized products and services to be offered to them? That means the future of hotel businesses hinges on hoteliers being innovative and creative enough to match these new demands. In this mini report, my guest contributors and I share insights that can help you take positive forward momentum.
Remodista RetailSource Paper - A New Chapter in Customer EngagementRemodista
Imagine a brand as a story told through the many channels that we, as marketing leaders, weave together to make a marketing strategy. Just like a novel from a best-selling author, your story needs to be cohesive. The arc needs to span the chapters, and the characters need to be fully fleshed out. Many marketers attempt to be captivating, relatable storytellers, but it too often feels as if they skipped something important from print to screen, or from store to tablet.
Today’s consumers, no matter where, when, or how they connect with your product, expect stories to be personalized and consistent. Strategizing a marketing approach can be as simple as reconsidering the journey of your main character—the consumer.
Growing Brand Value in the Customer AgeCAB Studios
CAB attended The Master Inn Holders General Managers Conference last week to present growing brand value in the customer age. For those of you who want to drive growth in the customer age, here's a link to our presentation from the event. Let us know what you think.
Optimizing the customer experience. an opportunity for the hotel and hospital...Markus Mueller
More effective management of the customer experience is an opportunity area for operators in the hotel and hospitality sector to do more to differentiate their business through the customer experience. It has the potential to help customer retention, create better internal alignment of actions, identify cost savings, and drive incremental revenue growth. The practical first step towards achieving these goals is Customer Journey Mapping.
Sustainability: People, Prosperity and the EnvironmentI Meet Hotel
Bidroom organizes I Meet Hotel, a global conference connecting hoteliers to the future of hospitality. Since the COVID-19 outbreak, we have to take our conferences online.
I Meet Hotel conducted a survey with 1000s of hotels to design a webinar more suited for hoteliers. One of the subjects that were highlighted was sustainability;
In this session, we will cover what hotels can do in terms of being a sustainable business through its management of people, business models, and environmental standards.
This webinar will feature;
Michael Ros, Co-Founder and CEO @Bidroom
Cláudia Lisboa, Technical Coordinator @UNWTO
Christof Burgbacher, Founder, and Managing Director @Consulting-Elementerre
The webinar is being moderated by Simon Lehmann, former president of Phocuswright and CEO / Co-Founder
@AJL Consulting GmbH, who is a world-leading expert and opinion leader in the online travel industry.
Visit www.imeethotel.com/webinar for more information and future events
Behold, 17 daring pieces of content centered around what the hotel industry will look like in the year 2020. Regretably, no word on whether the no-closet trend will continue.
Creating Unique Guest Experiences In 2019 And BeyondFranckDroin2
Did you know at least 83% of customers expect relevant and personalized products and services to be offered to them? That means the future of hotel businesses hinges on hoteliers being innovative and creative enough to match these new demands. In this mini report, my guest contributors and I share insights that can help you take positive forward momentum.
Remodista RetailSource Paper - A New Chapter in Customer EngagementRemodista
Imagine a brand as a story told through the many channels that we, as marketing leaders, weave together to make a marketing strategy. Just like a novel from a best-selling author, your story needs to be cohesive. The arc needs to span the chapters, and the characters need to be fully fleshed out. Many marketers attempt to be captivating, relatable storytellers, but it too often feels as if they skipped something important from print to screen, or from store to tablet.
Today’s consumers, no matter where, when, or how they connect with your product, expect stories to be personalized and consistent. Strategizing a marketing approach can be as simple as reconsidering the journey of your main character—the consumer.
Growing Brand Value in the Customer AgeCAB Studios
CAB attended The Master Inn Holders General Managers Conference last week to present growing brand value in the customer age. For those of you who want to drive growth in the customer age, here's a link to our presentation from the event. Let us know what you think.
Optimizing the customer experience. an opportunity for the hotel and hospital...Markus Mueller
More effective management of the customer experience is an opportunity area for operators in the hotel and hospitality sector to do more to differentiate their business through the customer experience. It has the potential to help customer retention, create better internal alignment of actions, identify cost savings, and drive incremental revenue growth. The practical first step towards achieving these goals is Customer Journey Mapping.
Sustainability: People, Prosperity and the EnvironmentI Meet Hotel
Bidroom organizes I Meet Hotel, a global conference connecting hoteliers to the future of hospitality. Since the COVID-19 outbreak, we have to take our conferences online.
I Meet Hotel conducted a survey with 1000s of hotels to design a webinar more suited for hoteliers. One of the subjects that were highlighted was sustainability;
In this session, we will cover what hotels can do in terms of being a sustainable business through its management of people, business models, and environmental standards.
This webinar will feature;
Michael Ros, Co-Founder and CEO @Bidroom
Cláudia Lisboa, Technical Coordinator @UNWTO
Christof Burgbacher, Founder, and Managing Director @Consulting-Elementerre
The webinar is being moderated by Simon Lehmann, former president of Phocuswright and CEO / Co-Founder
@AJL Consulting GmbH, who is a world-leading expert and opinion leader in the online travel industry.
Visit www.imeethotel.com/webinar for more information and future events
Behold, 17 daring pieces of content centered around what the hotel industry will look like in the year 2020. Regretably, no word on whether the no-closet trend will continue.
Similar to The hotel of tomorrow, John Swarbrooke (20)
2. Hospitality is an industry with a conservative
culture and strong traditions
However our business environment is highly
volatile and is changing every day
Ideas of how to manage businesses are also
changing with the influence of IT and other
newer industries
Consumers are changing dramatically in all
sorts of ways
All of this needs to be reflected in our
strategies for future success
3. A hotel that recognises that the customers
are changing.
The new customers from emerging markets
have different expectations and different
needs
We have more independent travellers who
want to book themselves as easily as
possible.
Guests expect to be able to negotiate rates
and packages
4. More willing to complain and to use
consumer generated media as a tool for
negotiation or a means of revenge
Believe fellow travellers more than industry
professionals
Want experiences rather than products and
are attracted more and more by ‘co-creation’
Have higher and higher expectations of the
room and hotel facilities
5. They are getting fed up of being ripped off
for access to wi-fi or car parking
They expect services to be available whenever
they need them – the hotel laundry lottery!
As they get more experienced they realise
that stars mean nothing!
Some are happy with a budget hotel so as to
maximise what they can spend on having fun!
The luxury customer is changing – many now
dress down rather than dressing up to stay!
6. A small but lucrative and growing segment
Leisure customers who want to ‘feel good’
about the products they buy
Corporate clients from organisations with
Corporate Social Responsibility policies that
affect their supply chains
Increasingly CSR will be essential for
successful hotel companies
7. Better not to promise than to promise and
not deliver.
Often self service is better than service
delivered by people if it gives the consumer
greater convenience
The smile is perhaps more important than
technical skill
Allowing staff to be themselves may be better
than scripted encounters
8. The rise of non-traditional forms of
commercial accommodation – let me give you
some examples
The growing power of brands but not hotel
company brands – celebrities , fashion
houses etc
The growing role of non-professionals eg bed
and breakfast in private homes
9. Too traditional , not keeping pace with
changes in the business environment
Old fashioned approaches to training ,staff
development and working practices
Hospitality is still too insular – needs fresh
ideas from outside
Copies successful ideas and then destroys
them eg ‘boutique’ hotels
Does not know enough about how its
customers make their purchase decisions
10. Segmentation will become more important
than ever before but the criteria used will
need to become more sophisticated
Hotels will become more integrated into
consumer society with more examples of
‘fusion’ products
More and more hotels will offer ‘fantasy’
experiences
11. I look forward to the day when
our industry shows it has become
a mature industry when it
abolishes ‘tipping’ in hotels
12. The pace of these changes and the ways in which
they affect the market will vary between countries
but ultimately they will affect everywhere
We need to anticipate change rather than just
being reactive
Thank you for listening
I hope you enjoy the rest of this great event
J.Swarbrooke@mmu.ac.uk