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If you want your hotel, resort, inn or bed & breakfast to stay current, you have to be diligent, and a way to do this is to stay on top of trends.

Here are some top trends you need to consider.

Welcome to another edition of Hospitality Property School.

I am your instructor, Gerry MacPherson.

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Let’s jump right into the trends.

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More Images

Images are far better at selling your rooms than words and TripAdvisor confirm it when they saw a 138% increase in engagement.

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MIT reports that the human brain can process visual information in as little as 13 milliseconds, while it takes 3x as long to process a single word.

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How can you make your marketing more visual?

Redesign your website, social media profiles and listing images with more stunning high-resolution photos.

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The top viewed images include:

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  • Guest rooms

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  • Restaurants

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  • Recreation areas

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  • Lobby

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  • Map

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  • Business centre

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  • Pool

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  • Amenities

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  • Exterior

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  • Bar/lounge

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Use Video

Videos are probably the best way to showcase your property.

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According to YouTube, 88% of their travel searches focus on destinations, attractions or points of interest, and general travel ideas.

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Great results have come from properties who have created 2-3 videos ranging from 12-45 seconds, showing off your property experiences like guest rooms and suites, restaurant and lounge facilities, and the location of the property with area attractions.

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Put a video right on your home page, where you get the most traffic:

 

 

Be Mobile Devices Responsive

Today, many travellers use multiple devices and jump back and forth from desktop to mobile device to do their research and make the reservation.

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Small accommodation providers need to make sure their website is responsive so that it automatically adjusts to the screen size of the device using it.

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Mobile Friendly Experience and Payments

You need to give travellers the opportunity to learn about your property and book themselves online, from any device.

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Mobile traffic currently resides at 50% of all hospitality properties website traffic and innovative payment methods, like Paypal and Apple Pay, are making mobile payments easier and safer.

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If your website is difficult to use across devices, and they can’t check availability or book with you immediately, you will probably lose the booking.

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Keyless Entry and Mobile Apps

Hospitality properties have seen a greater increase in the use of mobile devices as room keys—from 6 per cent in 2016 to 17 per cent two years later. Mobile device check-in remains on-trend with participation from more than 80 per cent of all mid-price and higher segment properties.

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Eco-Friendly Stay

Travellers today are looking to reduce their carbon footprint so expect your guests to demand an eco-friendlier stay.

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They want to know that you embrace these values and are committed to the more sustainable guest experience.

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Green Certification is up to 25 per cent from 16 per cent in 2016 and about two-thirds of hotels within all chain scales report some type of water savings program.

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Other things to consider are responsibly-sourced toiletries, light and air conditioning that turn off automatically when guests leave the room, and linen and towel reuse programs.

 

 

The Social Club

With buzzwords like “global community” and “social architecture,” expect more lifestyle hotels on the scene.

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These tend to feel more like a social club than a hotel and are designed to add a communal type feel to lodging properties where guests can take advantage of exercise classes, massages, concerts, theatre and more.

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What’s offered depends as much on the location as the property.

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Before I carry on, have you seen all the Keystone HDC post downloads to help grow your business? We add new ones every month and they are free. You can find them at

KeystoneHospitalityDevelopment.com/KHDC140

 

 

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The Connected Room

Technology is on everyone’s mind, and hospitality properties now and into the future will work to meet the needs of their guests.

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Many properties are investing in the IoT or the Internet of Things. This might include Amazon’s Alexa or the Nest temperature control.

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Others might include showers that remember a guest’s preferred temperature or digital wall art where guests can swap out family photos.

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Some properties might include mirrors with embedded displays where guests can play on-demand workout videos.

 

 

The Lifestyle Lobby

Lobbies are changing especially in lifestyle hotel brands.

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Some properties are completely updating their lobbies and turning them into modern workspaces and you might find that over time the check-in desk may fade being replaced by a more personal approach. This will be done by replacing the formal check-in area with living room-like check-in areas that are more intimate.

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The Local Experience

Guests want to connect with others, especially locals. This is done by partnering with local businesses such as artists, distilleries, craft workshops, academic institutions and restaurants.

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Food & Beverage Alternatives

While the number of food & Beverage outlets per property is unchanged since 2012, the number of hotels offering food alternatives like grab-and-go markets and pantries have grown in two years from 21 per cent in 2016 to 31 per cent in 2018.

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Are these making sense? Let me know by leaving a comment below

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The Airbnb Effect

Properties competing against Airbnb, are expected to become more home-like in the future.

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Think of alternative hospitality when creating a new atmosphere at your property.

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The Seamless Guest Experience

It’s incredibly important to provide an excellent experience from the moment a potential guest lands on your website through to when they check out of your hospitality property.

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You need to consider how customers can search for rooms on your website, how easy it is to book, and finally, their experience at your property. If something is amiss when any of these three things, your guests aren’t likely to book, or if they do, they aren’t likely to return or recommend you to others.

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Consider ways to use technology to automate and streamline your guest journey with your hospitality property so you create a seamless guest experience from start to finish.

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You Need to Blow Them Away with Your Service

Travellers are more constantly connected to their social networks and actively post to them while they travel. Give them free wif, and personal experiences that they will share online with their networks.

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They seek authentic, novelty experiences, deviating from the norm. This is why they are perfect matches for small accommodation providers.

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In Conclusion

Don’t get overwhelmed.

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Pick one new trend to start and then brainstorm ways you might bring this trend to your property. Consider how it will affect your guests as well as your operating procedures.

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Create a plan for instituting this trend and once it is up and running, you can look at introducing another trend.

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TO READ OR LISTEN TO THIS EPISODE ON KEYSTONE HOSPITALITY PROPERTY CONSULTING:

https://keystonehospitalitydevelopment.com/KHDC143

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And don’t forget to join the “6 Day Challenge” here:

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RESOURCES & LINKS MENTIONED IN THIS EPISODE:

Keystone HDC Post Downloads

We add to them every month.

http://KeystoneHospitalityDevelopment.com/KHDC140

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The Keystone HDC Training Tutorials

https://courses.keystonehospitalitydevelopment.com/

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Join our community in “The Hospitality Property School Group” –Check it Out for One Full Week for Only $1

http://keystonehospitalitydevelopment.com/membership-site

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TWEET THIS VIDEO:

“14 Hospitality Property Trends You Need to Know” Video @KeystoneHDC

https://youtu.be/IN1tXv0vRww

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Say hi on social:

Facebook: https://www.facebook.com/KeystoneHDC

 

Twitter: https://twitter.com/KeystoneHDC

 

Linkedin: https://www.linkedin.com/company/keystone-hospitality-development

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Listen to The Hospitality Property School Podcast here:

https://keystonehospitalitydevelopment.com/itunes-podcast

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https://www.stitcher.com/podcast/hospitality-property-school

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YouTube

https://youtu.be/IN1tXv0vRww