Disruptors |
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ing hotel lobby is more important than ever to this new version of the extended-stay crowd , and having a savvy tech guru on your staff , and not some 800 number , to solve personal tech crises is essential . Move beyond being a facility and become a facilitator |
for your guests . Bring the neighborhood into your hotel . Why not have a local boutique or wine store set up shop in your lobby weekly so guests can capture the flavor of the ' hood ? Offer a weekly salon dinner in your restaurant with a few local experts |
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on a particular subject such as history or architecture so that you foster new connections between locals and your guests . Tomorrow ' s hotelier is a matchmaker more than a bedmaker .
Finally , give your front desk staff — who are truly “ hosts ”
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and not “ clerks ”— more latitude to build relationships with guests . Maybe your staff can offer walking tours of the area or a wine hour talking about their favorite nearby hidden treasures . Guests remember people , not wall sconces . |
DiSruptorS : Commoditization , personalization — and yes , otas
HOTELS : What is the biggest threat to the hotel industry and why ?
GrEG MarSH , co-founder and CEO , onefinestay , London : Over the past 20 years , online travel agents have grown from nothing to represent more than 50 % of the total enterprise value of the hospitality industry . Today they are outspending hotels on technology , commoditizing brands and winning customer loyalty through their convenience and choice . While truly special independent hotels will always have a niche , how long before OTAs relegate the major hotel brands to a subordinate role ?
CyriL ranquE , president , Expedia Lodging Partner Services , Geneva , Switzerland :
The so-called user engagement crisis , where the rapid proliferation of mobile devices and growth of social networking have changed the way travelers and hotels
consume and share information . We are solicited today like never before , straining our attention . Our ability to build products that help solve everyday problems for consumers and partners alike , in the most simple , delightful and effective way , is a key focus .
CLayTOn rEid , CEO , MMGY Global , Kansas City , Missouri : The perceived safety of travel has degraded over the past two years , especially in regions where terrorism has made a direct impact on tourism . And travelers have more angst generally for all types of travel , meaning hoteliers must acknowledge the negative implications of these concerns and proactively offer reassurances through service and product improvements .
H : What ’ s the most misguided trend you ’ re seeing and why ?
MarSH : Everyone is talking about personalization as the path to salvation . I ’ m skeptical .
34 hotelsmag . com September 2016