SPECIAL REPORT |
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WILL A MAJOR BRAND REALIZE THEY CAN DO THIS THEMSELVES ? HOTELS ARE IN THE BUSINESS OF BEING HOTELS . THIS WILL ALWAYS BE AN ADD-ON OR AN ANCILLARY PRODUCT
– ZACH DEMUTH , GLOBAL HEAD
OF HOTEL RESEARCH , JLL
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said , allowing that the offerings can then be turned off during times of higher occupancy and utilization to give priority to hotel guests . |
Treatments and yoga classes at Pasana Spa at Andaz Mexico City Condesa . |
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4th weekend because you risk alienating guests .”
“ We never compromise the overnight guest experience ,” said Wolf . “ The reality is that there is excess capacity . Even when a hotel is sold out for a conference , the rooftop pool might be empty . In Los Angeles , when a hotel is at 95 % occupancy , the pool might be empty during the day .”
ResortPass , one could argue , is akin to an OTA , in some regards : hoteliers can use it when they need to . “ It allows hotels to ‘ turn on ’ ResortPass offers when the hotel occupancy may be lower and the hotel ’ s amenities are expected to be available ,” Shea
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OPTIMIZING OPPORTUNITIES Pools and cabanas are the “ leadin ” for non-guest business , according to Demuth , but he believes there is monetization opportunity beyond that . Meeting space , he said , is so underutilized , with many hotels having three or four boardrooms that can hold as many as eight people . The same can be said for co-working spaces and even , in some cases , parking , because hotels own their own garages , which is valuable real estate .
There are many untapped opportunities for these products , said Wolf , even
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events like hotel movie nights and other one-time occasions . ResortPass , he said , helps hotels customize their offerings . While there are some programs that limit the number of hours or even a single fitness class , most access is for the entire day .
From JLL ’ s perspective , Demuth asked , “ Will a major brand realize they can do
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this themselves ?” He isn ’ t convinced since brands mostly stick with their core competency . From the hotel perspective , he continued , their best guest is still the overnight guest . “ Hotels are in the business of being hotels ,” he said , “ so this will always be an add-on or an ancillary product .” |
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24 hotelsmag . com September 2024 |