John Kennedy work experience

Workexamples

Hotels

Goldenperiod1850–1960.

Jetsetperiod1960–now.

Innova?onperiod

1980/90’stonow.

And how did our need for hospitality start?

2020view

Hospitality

Airlines

Restaurants

CruiselinesOnlineTravelAgents(OTA)

Gaming(Casinos)

CustomerProfiles

IT–Cloud

Events+

cycles

StaffNewBrands

CSR

Newmarkets

Mul;ple sources of influence on the development of hospitality.

Why do we need so many different types of hotels?

Some of the different types of hotel to sa;sfy a wide variety of customer needs.

•  Luxury •  Lifestyle / bou;que •  Upscale

•  Mid-market •  Budget / economy •  Bed & breakfast

•  Hostel

•  Airport •  Conference centre •  City

•  Resort •  Themed •  Chain (brand)

•  Independent

Where is everybody going? - Travel.

Source UNWTO

•  Popula;on geVng older and a growing middle class wan;ng to travel & explore from emerging markets

•  Social media frenzy crea;ng a buzz around travel & des;na;ons

•  Price consciousness – online savvy customers who know how to get the best deal

•  Changing consumer journey – mobile, customisa;on, communica;on, promo;ons, loyalty programs

•  Rise of low cost travel (air, bus, train) to get us to our des;na;on

•  Increasing awareness of our environmental impact from travel

What are some of the changes happening in the world that we need to think about in hospitality?

Challenges facing hotel development

•  Staying relevant & ahead of people’s changing expecta;ons and travel habits

•  Managing the demands from a wide range of customer profiles across ages, cultures and budgets

•  Maintaining and jus;fying the price gaps between hotel products from hostels to budget and mid-market brands

•  Balancing “contemporary design mojo” with product consistency v. cookie cu_er design

•  Trying to differen;ate on service and customer experience in the ba_le of the dominance of OTA’s and price

What do guests really want?

•  Non-tradi;onal hotel that really adapts and is relevant to its local environment

•  Wi-Fi availability like turning the water on when you want to take a shower

•  Don’t want a hotel designed by a commi_ee

•  Safe & secure – take the stress out of travelling and being away from home

•  Transparent pricing – pay for what you use

•  To be remembered when the ;me is right, to be able to manage the level of contacts and personalisa;on during a stay

People power

•  Differen;a;on – service is difficult to copy, prices can always be followed

•  Shaking up recrui;ng approach from ap;tude to aVtude for hiring those with personality over experience

•  Making sure once people get to your company that they stay and grow with you

•  Increased focus on training people skills

Pressures on staff

•  Disrup;ng the tradi;onal way to recruit staff, using digital •  Keeping and mo;va;ng staff with so much compe;;on for

employees from other service industries

•  Skill sets changing with a focus on different types of specialisms – Mee;ngs, Food & Beverage, sales, corporate, conferences, events, etc.

•  Adop;ng a digital versus a tradi;onal marke;ng approach to a_rac;ng customers

•  Energy saving / efficiency focus = smart hotels and a new focus on staff training

The conversa;on has only just begun - Content marke;ng & social media •  Online conversa;ons tend to be richer because it is very much

alive and personable

•  Social feedback can be given by somebody while they’re s;ll in the hotel and you have an opportunity to resolve and improve the guests experience

•  Content produc;on can be sourced by authen;c Consumer Generated Media - no be_er a recommenda;on than from a customer

•  Social media communi;es value social equity based on having unique experiences – the more unique the higher the shares, likes and “wow factor”

Today’s commercial market place – booking a hotel.

Source Globres

Challenges with Technology adop;on in hospitality

•  Legacy opera;ng systems that have challenging user interfaces & user experience

•  Enabling staff to spend less ;me looking at a screen & more ;me looking afer guests

•  Give guests the capability of leveraging all of the technology that they’re travelling with

•  Beware of security ramifica;ons for guests and their devices •  From high-touch low-tech to high-touch enabled by high-tech

•  Technology is a great facilitator of experiences, but it should not be the experience

Big data – so many customer touch points

•  Analysis – paralysis, how much can you analyse and use? •  Mul;-channel sales approach, with so many different touch

points •  Social media nerve centre not call centre, adop;ng different

ways to answer customer queries •  PuVng informa;on into the hands of staff “real-;me” to

improve response ;mes •  Shifing to a mobile-based dialogue, app-based way of rela;ng

to guests •  Cheaper technology - cloud storage benefits are star;ng to

show their benefits •  Risks of data breaches & fraud to be managed

Con;nued focus on Revenue management - Why does a hotel op;mise it’s space?

To maximise revenue per available room over ;me = $$.

Guest = $$ revenue

Time = how long you stay

Space = Hotel room

Connec;ng the dots, doing more with your smartphone and improving the user experience ...

•  Seamless use of personal digital devices to bypass the front desk & human contact

•  A home from home experience – I expect the same integra;on and ease of geVng online

•  Hotel bookings evolving from e-commerce into mobile commerce

•  Using the smartphone as way to build loyalty and defend direct business against the OTA’s onslaught

•  Managing the Internet bandwidth (streaming)

•  The check-in kiosks vs. the mobile check-in – even less human touch points

Explosivetrend

12 3 4 5 6 7 8

Mobile apps, social media, peer reviews, online booking, and an on-demand mindset have completely shifed travelers’ expecta;ons

MillennialsRule!

12 3 4 5 6 7 8

Erosion of the product and service gap between different hotels. Can you tell the difference between hostels, budget and mid-market hotels now? Millennials have less resistance to change and tradi;onal approaches to hotel categories. Plus tradi;onal hotel experiences were designed around “baby boomers”.

Staysocialconnectlocal.

1 2 3 4 5 6 7 8

Hotels now have the tools and opportunity to engage customers with unprecedented frequency and accuracy – managed carefully it can share local knowledge and insights.

Whatis

BYOD?

12 3 4 5 6 7 8

Bring Your Own Device {BYOD} use the plug and play approach to u;lising the hotel IT infrastructure to keep your guest entertained and in contact with the rest of the world with their own devices.

Gamifica?onimpact12 3 4 5 6 7 8

Let the games begin – using our natural compe;;ve spirit across loyalty programmes to compete against other members for glory.

P2P1 2 3 4 5 6 7 8

!Asharingeconomy

Peer to Peer – a changing way to do Business from room nights to taxis.

Building

Smarthotels

1 2 3 4 5 6 7 8

Sustainability - with an eye on being efficient with your use of resources and building hotels that have less impact on the environment.

Justgivemewhat

IWANT.…forgettheop?ons

1 2 3 4 5 6 7 8

More of an approach to pay for what you use, keep things simple and let the guest decide what they want.

2020 in the future.

o  50%+ of travellers will book via mobile o  Space the final fron;er o  Technology and connec;vity drivers to enhance the customer

experience o  Evolving demands of a more senior popula;on o  Immersive technology to take experiences to the next level o  Figh;ng to seek the best candidates in a compe;;ve employment

market place o  Con;nue to develop brands that bring affordable luxury to the

masses o  For the Millennials the mobile will be the sole device for

communica;on with hotels – pre-during –post stay