SPECIAL REPORT
on hundreds to a week-long stay , often inflate the effective rate enough to erase any savings . A weekly rate at a hotel becomes attractive .
During 2020 , hotel staycations and workcations , which bundled amenities and discounted rates for longer stays , kept many resorts relatively busy . De Lowe says Proper Hospitality will continue to offer long-term stay rates and packages . “ While not the most attractive option for the most price-sensitive traveler , our longstay rates do provide great value without sacrifice ,” De Lowe says .
Value also matters , and determining what guests consider value will be key to competing . For Proper ’ s guests , the idea of reducing COVID-related stress and fatigue inspired a recent Proper Reset Weekend at the Austin , Texas , location . It featured meditation , sound healing , yoga and other restorative services . A recently opened spa at the Santa Monica Proper offers a wellness experience rooted in modern Ayurveda that restores balance to the body and mind .
Loyalty remains a huge trump card for hotel companies , and with so much pentup travel demand , redeeming and earning points will take priority when choosing accommodations . “ Travelers are sitting on a massive stockpile of points that they ’ re itching to use right now ,” Mayerowitz observes , both from canceled travel plans and generous bonuses by credit card companies . “ For those who have cared about loyalty , it still remains at the center of their universe .”
In the end , Doane says loyalty programs are part of the value equation that will encourage hotel bookings . The best way to drive direct bookings , he argues , is “ to make a brand promise that is differentiating and compelling . As there is so much transparency in the marketplace today , companies have to keep their promise and ensure there is a value proposition to entice customers to book directly rather than search the general marketplace .”
WE WANT YOU TO FEEL LIKE A LOCAL IN THE FIRST 24 HOURS . OUR PEOPLE ARE TRAINED TO KNOW WHAT ’ S GOING ON IN THE CITY , WHAT ARE THE HOTTEST STORES AND RESTAURANTS , AND THEY OFTEN HAVE LOCAL CONNECTIONS .
JAY STEIN DREAM HOTEL GROUP
70 hotelsmag . com May / June 2021