E Thus, the use of smartphones, the emergence of collaborative economy in the holiday accommodation business, the presence of technology and the increasingly important weight that acquires in the users ‘experience the extension of the concept of’ living as A local ‘, and the differential value represented by gastronomy, at all levels, in the world hotel sector, are the five trends detected.
Carlos Díez de la Lastra, CEO of Les Roches Marbella, says that “this report corroborates that we are in a time of great challenges for tourism, and especially for the hotel industry, which must learn to adapt to the forms of communication and interaction Which claim millenials where technology plays a fundamental role. We have to educate and train professionals with innovative and entrepreneurial entrepreneurial skills, but also digital, because only then can they create successful models. “
‘The future of the entrepreneurial spirit of tourism and hospitality’ also includes the real experience of professionals, some from Les Roches’ classrooms such as Hot.es co-founder Adelaida Muriel or the general manager of Hacienda Zorita in Spain, Duarte Gonçalves da Cunha.
Trend 1.- Digitalization of hotel services and digital concierges
Estimates for 2016 reveal that there are now more than 4.3 billion mobile phone users worldwide representing about 60% of the population; And more than 3,000 million use the messaging applications, a phenomenon that offers unexpected opportunities for the sector’s entrepreneurs. The ‘mobile revolution’ of the last decade has made the smartphone a ‘remote control’ hotel to handle almost everything. At W Paris staff use the WhatsApp to answer guests’ questions, and at Virgin Hotel Chicago customers already use their mobile to control room temperature or room service.
Starwood Hotels & Resorts Worldwide was in 2014 the first to enable the smartphone as a hotel room key, according to HOSTELTUR tourism news, and last year reported that this service would be available in 160 establishments in 30 countries. Hilton Worldwide and Marriott International have followed suit.
But it is not the only option available, as other groups allow guests to use mobile applications to interact with other hotel visitors, learn about local events or control a variety of services during their stay.
Physical hotels are becoming ‘smarter’ thanks to the growing interest in the Internet of Things (IoT). Proof of this are the rooms with voice-activated commands at Aloft Hotels, or the robots, which will run around the hotels in five years. Hilton, for example, has launched a pilot program of a robot concierge nicknamed Connie who uses IBM’s Watson artificial intelligence system to greet guests and answer questions about hotel services.
Trend 2.- Pursuing the economy Airbnb
Airbnb has become a global giant, but in addition an emerging ecosystem of companies has been born that give an additional service to the users of the company, whose hosts, having no experience in the sector, do not know how to adjust or level the Prices they offer. Services like Beyond Pricing, Wheelhouse, Everbooked and Smart Host already use the same revenue management tools traditionally reserved for hotels.
On the other hand, business travel on Airbnb continues to grow, with about 14,000 companies registered on the Airbnb for Business portal. A Morgan Stanley study predicts that up to 23% of these tourists will choose such accommodation instead of a hotel. In this segment services such as meeting rooms, business centers, concierge services and reception are often essential and firms such as GuestReady, Pillow and Hostmaker are already making them easier.
Now with the introduction of its new Airbnb Trips product, the company is expanding its product offering with local tours and activities, approaching the OTA model such as Expedia and Priceline. Trips may be just the first sign of a wave of changes. What could be the next? They ask themselves in that report.
Trend 3.- Rediscovering local experiences
The mantra ‘lives as a local’ has gained acceptance, but for traditional hotels figuring out what this ‘local’ philosophy means can be a challenge. Thanks to pioneering concepts of hotel business we are starting to see some potential solutions.
Newfoundland Fogo Island Inn is not a typical hotel. Its owner, Zita Cobb, likes to describe it as a “cultural center.” In fact, the Cobb complex is a pioneer in a new paradigm of how hotel companies coexist with regions and cities where they operate. Cobb has partnered with local artists and entrepreneurs, helping residents develop sustainable skills and allowing guests to enjoy the process and Your results.
Trend 4.- Demand for short-term rentals beyond Airbnb
When many travelers hear the phrase “share apartment”, Airbnb is often the first company that comes to mind. But the truth is that the idea is expanding to a wide variety of businesses. One example is Onefinestay, a luxury rental home service that was acquired by Accorhotels in April 2016 (‘Accor announces its third foray rental for 148 million euros’), or Getaway, which helps travelers find And rent “tiny houses” in natural settings.
The success of Airbnb has certainly created a ‘halo effect’ for other companies. Not only websites such as BookingPal and LeisureLink offer services that help hosts gain visibility but also take up part of the marketing and promotional burden that most small homeowners would not be able to handle on their own.
Trend 5.- Rethinking the connection with gastronomy
Gastronomy is no longer just a ‘feature’ for many hotel companies; Is the main event. The results of this change have been numerous. In the current travel environment offering the typically ‘adequate’ food menu of sandwiches and bottled beer is no longer sufficient.
Hacienda Zorita is a clear example of this evolution. It started as a vineyard and became a tourist center of gastronomy. In the last decade the company has expanded its offer to include cheese processing, olive oil production and breeding pigs for Iberian ham. And not only the guests can enjoy food and drinks of organic origin, so the visit to Hacienda Zorita offers a unique view of the Spanish culture.
The full report can be downloaded at the following link: http://skiftx.com/insight/skift-insights-deck-the-future-of-hospitality-entrepreneurship/ and the executive summary is available in the attached document ).
Hotel technology experts have pointed to the new trends that US hoteliers should take into account, including those that enhance the customer's experience from reservation to check-out, artificial intelligence and mobile technology.2 min