The Rise of Halal Conscious Travellers and its Impact on the Global Hospitality Industry
The Rise of Local in Hospitality
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The Rise of Local in Hospitality %\ *UHJ 2DWHV DQG 6NLIW 6WDƪ Hotels are attracting the next generation traveler by engaging with their local communities to provide more authentic and immersive travel experiences. SKIFT REPORT #4 2013 SKIFT.COM
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Hotels are differentiating themselves in an increasingly competitive and complex market by promoting a more local travel experience. Or, what more and more travelers of all ages refer to as an “authentic” travel experience. This report will show the variety of ways that hotels are connecting with their communities to bring together guests and residents in the pursuit of localism.
Transcript of The Rise of Local in Hospitality
The Rise of Local in Hospitality
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Hotels are attracting the next generation
traveler by engaging with their local
communities to provide more authentic
and immersive travel experiences.
SKIFT REPORT #4
2013
SKIFT.COM
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In this hyper-connected world, travelers of all ages and socio-eco-nomic demographics are seeking a deeper connection with the des-tinations they visit. One of the major reasons for this demand is that guests are arriving to hotels with a wealth of information previously sourced through online research. Innovative hotel brands are answer-ing that demand by introducing guests to a diverse network of people and places in their local community.
While hotels have always been gateways to a destination, the bou-tique/design/lifestyle hotel surge in the late 20th century elevated the urban hotel into a destination in and of itself. !e idea of a neighbor-hood hotel acting as a community portal with a strong local follow-ing became a market di"erentiator for an exciting batch of new hotel brands.
Within the last decade, the large global hotel brands have jumped on the trend, and there’s also a new wave of mid-market brands reim-agining the localism trend for middle income brackets and secondary markets. Now, throughout the hospitality industry, there’s widespread realization that delivering a more immersive, layered travel experi-ence for today’s more educated and connected traveler is, if not a
Introduction
Courtesy Kimpton Hotels
The Rise of Local in Hospitality SKIFT REPORT #4 2013
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necessity, a competitive advantage.
Savvy hotel brands are becoming more local in a variety of ways. Some of the themes examined in this Trends Report include:
by local residents to create a deeper, more personal relation-ship with a community.
and o" property.
creative, destination-specific interior design to evoke a more local travel experience.
sophisticated social media strategies and robust blogs.
-nerships, unique design and event programming is attracting local residents to the hotels, further immersing guests within the community.
The Rise of Local in Hospitality SKIFT REPORT #4 2013
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Table of contents
About Skift
Skift is a travel intel-ligence company that RƪHUV�QHZV��GDWD��DQG�services to professionals in travel and professional WUDYHOHUV��WR�KHOS�WKHP�make smart decisions about travel.
Skift is the business of travel.
Visit skift.com for more.
Executive summary 3
Introduction 4
The Rise of Local in Hospitality 7
In the beginning: Kimpton and Morgans 7
The creative class morphs: From exclusive to inclusive 8
Starwood scales the community hotel 10
The corporate lifestyle hotel: Andaz by Hyatt 11
Corporate hotels go local: Park Hyatt 13
Business travel/meetings go local: Renaissance RLife LIVE 14
Local insider experiences: InterContinental Hotels 16
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Digital case studies 23
FourSeasons.com 23
WestinFinds.com 24
Morgans Hotel Group 25
Pullman Hotels 26
Independent Collection 26
citizenM Hotels 27
Generator Hostels 27
Singita Game Reserves 28
Rosewood Hotels 29
Key strategies to boost community engagement 30
About Skift 32
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