SPECIAL REPORT : 2013 FORECAST
The
NEW MUSTS
“ FOR INVESTORS , HIGH-END
DEVELOPMENT CANNOT BE FINANCIALLY SUPPORTED IN THE SECONDARY AND TERTIARY
MARKETS . CONSUMERS HAVE DISCOVERED THAT A GREAT PLACE TO SLEEP , EAT
AND DO BUSINESS DOES NOT HAVE
TO BE EXPENSIVE .”
– Atlantica Hotels ’ Paul Sistare on
opportunities in Brazil
No matter what the RevPAR forecast looks like , the days of “ build it and they will come ” are over . True , guests are willing to spend more on their stays , but hoteliers will have to focus on over-delivering in key areas .
From Istanbul to New York and Tokyo , technology continues to dominate experts ’ 2013 trend charts . “ There is one trend that just screams out and dominates our focus , which is driven by the consumer . Simply , it is mobile access ,” Sistare says .
It ’ s not news that mobile booking capability is a must-have all over the globe , but the days of point-and-click reservations are over .
The ubiquity of touchscreen smartphones and tablets is changing the language of mobile platforms from keystroke to fingering , according to Carroll Rheem , senior director of research for PhoCusWright . Today ’ s “ there ’ s an app for that ” culture is also demanding interactivity that borders on sci-fi .
“ We ’ re working on technology that enables guests to order room service while they are still on the way to the hotel or use their phones to ask for a printout from a wireless printer in the lobby ,” Whetsell says . Wyndham has added LobbyFriend , a social network that enables guests to communicate with each other and the hotel ’ s staff , in its New York Tryp by Wyndham hotel . Louvre unveiled a free online check-in and checkout program for members of two of its brands ’ loyalty programs . The smartphone could also be tomorrow ’ s room key with multiple brands beta-testing room locks that can be accessed by the guest ’ s smartphone .
That doesn ’ t mean mobile innovation comes free . As a result , the key is deciding which of all the bells and whistles actually matter to guests . Rheem argues hoteliers might be overcomplicating things . “ According to Expedia , 70 % of bookings are made within 24 hours of the guest ’ s stay ,” she says . So , practical elements like mapping and directions can be just as important as the ability to use a smartphone as a room key .
That back-to-basics take extends beyond bookings . Industry experts caution against getting so wrapped up in technology that the guest is forgotten . LEED certification , healthy dining options and cost-effective touches like purpose-designed inroom fitness equipment need to be in the budget to satisfy customers seeking a personalized , eco-friendly experience .
Overall , the opportunities and concerns for 2013 are starting to look a lot more like business as usual for the industry . That comes with its own set of challenges , though , as hoteliers struggle to play catch up with tighter brand standards and higher guests expectations without sending costs through the roof . “ It ’ s likely that operators will continue to apply cost controls used during the recession with a strong hesitation to run up expenses ,” Danziger says . “ Many can recall all too well the lessons learned during that time .”
28 HOTELS December 2012 www . hotelsmag . com