Home is Where Alexa is...

by: Elska Vuong

“Alexa, turn off the lights.”

“Hey Google, what’s the weather?”

If those sentences trigger a sense of déjà vu, you’re likely one of the many people (approximately 43 million, if we’re counting) who own a smart speaker – an Amazon Echo or Google Home, for example.

While the use of smart speakers in homes is well known, the devices’ commercial applications are still being tapped. In particular, hotels and airlines are exploring how the devices can be adapted to enhance the guest experience.

“...guests can use the devices to change the temperature in the room, request fresh towels from housekeeping, or ask what time the hotel’s restaurant closes...”

This past year, Marriott International teamed up with Amazon to test out Echo devices with a new “Alexa for Hospitality” mode in select rooms. Tailored to each property, guests can use the devices to change the temperature in the room, request fresh towels from housekeeping, or ask what time the hotel’s restaurant closes, among other applications.

In the future, guests will also be able to link their own Amazon account to the in-room Echo during their stay so they can listen to their own music, much like how guests at some hotels can connect to Netflix or Hulu on a smart TV.

The hospitality mode also has specific security settings which delete interactions daily, recognizing the concerns that may arise regarding guest privacy.

Meanwhile, other hotels have begun testing out smart speakers beyond the guest room. Caesars Palace, for example, started using a newly-launched “interpreter mode” on Google Home as real-time translators at their check-in counters and concierge desks. When a person uses a trigger phrase like, “Hey Google, be my Slovak (or Mandarin or German) interpreter,” the Google Assistant begins to start translating the conversation. Other hotels and even retail outlets around the world could adopt similar approaches.

The big smart speaker players are also starting to incorporate features that enable these digital assistants to become digital travel agents. Amazon has teamed up with Expedia and Kayak so that customers can use Alexa to book hotels and rental cars. Google Assistant can not only book hotels and rental cars, but also track and book flights. And through a partnership with United Airlines, consumers will soon be able to ask Google Assistant to check into their flights and fetch their digital boarding pass.

Worldwide, smart speaker ownership is on track to reach 225 million units by 2020. As the technology continues to proliferate, it’s likely that we’ve only just begun to scratch the surface on all the possible uses of smart speakers across the travel and hospitality industry.

Don’t Hate the Player, Change the Game. 3 Ways Hotels can Compete and Win in the Alternative Accommodation Economy

by: Elska Vuong

You’d be hard-pressed to find someone who hasn’t heard of Airbnb, Homeaway, or VRBO—sites known for alternative accommodations.

According to a 2018 Morgan Stanley study, 27 percent of surveyed travelers used Airbnb in the U.S. or Europe at least once between October 2017 and October 2018. While some projections indicate that Airbnb’s growth might have peaked, there are things that hotels can, and are, doing to stay competitive.

Show Up

In early 2018, Airbnb launched a campaign to increase hotel listings on its site. While the effort primarily targeted boutique hotels and bed and breakfasts, the takeaway is still the same - customers are increasingly looking across lodging types to find the option that best fits their needs for each trip. Most customers alternate between private rentals and hotel rooms depending on the purpose and destination of their trip, so it benefits all parties to place listings on multiple platforms. Where possible, it can be more effective to view Airbnb as a competitor to online travel agencies like Expedia and Booking.com than as a hotel rival.

Suite-n the Deal

One of the main draws of alternative accommodation sites is their inventory of homes or apartments that can accommodate families or large groups. Customers looking for those options oftentimes immediately rule out hotels, but that does not need to be the case. There are plenty of hotels that have a large suite inventory, most of which can convert to a multi-room suite. It’s just a matter of marketing these rooms appropriately. Showing potential customers that a hotel can meet their multi-room needs, while providing the added benefits of staying in a hotel — additional safety, service, and quality assurance — is a big selling point.

Facilitate Connections

More than ever, travelers seek authentic experiences, interwoven throughout their trip, particularly in places where there are attractions or a strong local culture. They view lodging through that same lens. As such, hotels should foster a sense of community and feel as much a part of the neighborhood as the local coffee shop.

“Perhaps most importantly, hotels and their staffs should strive to be genuine. Guests are savvier than ever and have keen eye for manufactured authenticity.”

Properties can create opportunities, both within the local neighborhood and beyond, for guests to interact and connect with local residents. Some examples:

• Host pop-up restaurants or shops;

• Serve local produce and specialties; and

• Create common spaces that are inclusive, embrace the local community, and encourage socializing.

Perhaps most importantly, hotels and their staffs should strive to be genuine. Guests are savvier than ever and have a keen eye for manufactured authenticity. By leveraging staff or their local knowledge and recommendations, and empowering them to make real connections with guests, hotels are best able to not only compete with alternative accommodations, but also improve the quality of their offerings.

Drowning in a Hard Reality: the Inundation of Soft Brands

by: Stephen Schindel and JJ Singh

You know the traditional hotel brands… Hampton Inn, Hyatt Place, and Holiday Inn. But are you aware that, according to Hotel News Now, in 2017 there were nearly 270 brand trademarks in the hotel landscape? That seems like a lot, but confusing matters even further is the proliferation of the soft brand.

What is a soft brand?

A soft branded hotel is one with unique designs and features, that is affiliated with a major hotel company. Take for example, the Graham Hotel, a 57-key boutique hotel in Georgetown, Washington DC. The hotel recently joined Hilton’s Tapestry hotel collection this year. The beautiful Elizabeth Hotel, located in the middle of picturesque Old Fort Collins, CO, joined the Marriott Autograph Collection late last year.

Why would an independent hotel affiliate with a chain?

The answer is simple, to make more money.

Independent hotels, on their own, have to work very hard to attract customers. Without a cadre of brand-loyal guests, independents have to expend significant sums on marketing, and make their hotel a destination in of itself. Why is that? If you are a traveler going to a new town, you know what you’re getting with a Courtyard by Marriott. You may even have Marriott rewards and you want to pick up points, or use existing points for your stay. On the other hand, the Alpine Lodge on Main Street could be a total crap shoot. You could be roasting chestnuts over an open fire, sipping warm apple cider, and sitting in the lap of luxury. Alternatively, you could have a guestroom that hasn’t been renovated since 1978, and you need quarters just to turn on the TV. TripAdvisor helps, but it can only tell you so much.

By affiliating with a soft brand, Ascend by Choice, for example, a hotel is able to retain its independent identity and charm, all while tapping into the vast network of loyal guests to a hotel chain. Moreover, hotels are able to use the chain’s software and marketing.

Why wouldn’t you build a soft-branded hotel?

Anytime you introduce a unique product into the market, you have an array of folks who will doubt its viability. For example, an equity investor or lender might ask “how do you know if this will work? Why not just build a Hilton Garden Inn?” Second, you have to spend significant time thinking about the programming and maintaining the chain’s standards, all while paying the hotel chain a sizable royalty to be a part of the network.

What does the guest get out of it?

Many guests find the soft brand experience intriguing because they can choose a unique experience with location-specific designs and amenities. When guests get tired of seeing the same old thing, a soft-branded, destination hotel, can provide a powerful cure for an otherwise hum drum experience.

Soft brands, like dual branded hotels, are probably here to stay, confusing developers and guests alike. A hard problem with a soft cause!

Triple-Headed Monster... Multi-Branded Properties Taking Over

by: Stephen Schindel & Seth Collett

Did you hear that Hilton has opened its first TRI-branded hotel in Chicago?  It has a Hilton Garden Inn, Hampton Inn, and Home2 Suites, all in the same property.  Seems crazy—what’s next a six-story building with a different brand on each floor?

Multi-branded properties are becoming more common, but the question is why?  It turns out that there are a lot of benefits for both the guest and the developer.

Guests

Multi-branded properties share facilities and amenities.  When you stay on property, you might benefit from an offering provided by another brand.  Take for example, our coming-soon Courtyard/Residence Inn on Jekyll Island.  We’ve got two pools—a family pool and an adult lap pool—both of which are available to guests regardless of which flag they choose. 

Additionally, when you’ve got a large group for a wedding or a convention, your party can choose whether they want one type of experience (suites, for example), versus another. 

And while we don’t endorse this method, we haven’t tried it, and we don’t know if it works, we have heard of “hotel hopping” where a guest can spend one night in one brand and another night in the other brand, thus counting as two separate stays for status purposes.

Developers

Courtyard by Marriott / Residence Inn by Marriott, LA Live, Los Angeles, CA

From the perspective of a developer, the advantages are clear.  First, you gain a wider audience for your property, by having flags that each bring in a different customer.  Second, like in a merger of two companies, there are opportunities to streamline personnel (one general manager, for example).  Finally, one building with two brands is generally more efficient to build than two separate buildings.  You don’t need two lobbies, two porte cocheres, or two sets of offices for management.   

Where do we go from here?

For developers, the key is to figure out how to retain some of the brand identity from each flag, while still retaining an integrated experience for the guest. For the guest, it’s all about optimizing experiences and having several options that cater to your needs. Needless to say, the days of the 800-key behemoth, single-branded hotel, are in the past… like a buffet, the future is chock full of options in a smaller space.

Intern Stephen Schindel Published in Hotel News Now!

by JJ Singh

We’re pleased to report that intern Stephen Schindel has been published in Hotel News Now. In his piece, The Hotel Metrics that Point to New York’s Rebound, Stephen takes a look at what’s driving the growth in RevPAR (Revenue per Available Room) in and around New York City. In summary, more people are visiting and the economy is good—all strong signs for the future of the market.

Stephen is a senior at the University of Delaware’s Lerner College of Business and Economics and will be with us for the fall semester. Look for his commentary on all things hospitality over the next few months!

Stephen Schindel, LNWHospitality Intern

Bleisure... What it is and Why it Matters

by: Elska Vuong

Bleisure.  It doesn't roll off the tongue.  It sounds unappetizing, gross even.  But it's a major hospitality trend and it's not going away anytime soon.

Not to be confused with a ‘workcation’ – where employees work on the road rather than taking time off – bleisure (a portmanteau of ‘business’ and ‘leisure’) refers to the practice of tacking on extra time before or after a business trip for leisure. 

“bleisure (a portmanteau of ‘business’ and ‘leisure’) refers to the practice of tacking on extra time before or after a business trip for leisure”

A study commissioned by the Expedia Group found that in 2016, 43% of US business trips were bleisure trips. In 2017, that number had increased to 60%, almost a 40% increase in one year! Business travelers – particularly millennials – are increasingly opting to mix business with pleasure, extending their trip typically by a day or two so they can experience their destination beyond the meeting room or convention center.

So what does this mean for the hospitality industry?

• Whether a business trip turns into a bleisure trip is primarily driven by the availability of enticing leisure activities. Unsurprisingly, food, beaches, and entertainment options (i.e., sightseeing and culture options) are major factors in determining whether travelers turn a business trip into a bleisure trip.
• Overwhelmingly, business travelers visiting a city for a conference are the most likely to turn the excursion into a bleisure trip. Host conferences, hold audiences.
• Bleisure travelers typically spend less time researching their destination than they would on a leisure trip, so marketers have an opportunity to reach and convert travelers mid-trip, particularly for add-on products like dining, entertainment, tours and activities.
• Bleisure travelers typically remain at the same hotel for the duration of their trip – so a 1-2-night stay can easily convert into 3-4 nights
• A third of bleisure trips are in a different city as the business trip, which means travelers are willing to travel from their business destination for leisure.  

Ultimately, bleisure can be big business for destinations both big and small, you just need to know how to target them.

Guest Experience Trends

by: Elska Vuong

A great guest experience starts and ends with customer service.  Without it, the most beautiful hotel in the world would have abysmal TripAdvisor scores. But good customer service, while necessary for an excellent experience, isn’t enough to get the job done in the ever-changing hospitality industry.  Today, hotels have to take a more holistic approach.  Three major trends transforming the guest experience are community building, seamless technology, and customization. 

Community Building

Sharing is caring. 

Given the proliferation of co-working, co-living, Uber, and Airbnb, the traditional, rigid lines, separating living, working, and socializing, are becoming blurred.  As a result, the focus on the hotel guest room is becoming less pronounced, while common spaces are receiving more thought.  Fluid, open concept layouts in public areas, co-working spaces in the lobby instead of a dedicated business center, and inviting social events like nightly happy hours, create a sense of community where guests can connect with fellow travelers and the locality. What was once typically viewed as a transit point, or waiting area, can now be a destination in and of itself.

Seamless Technology

Just as smartphones and wireless technology transformed our daily lives, they are changing guests’ expectations of hotels. Guests are accustomed to on-demand transportation and peer-to-peer payments; they expect the same of their hotel stays.  For example, guests can connect to streaming devices through their TVs, use their smartphones to check in or unlock their rooms, or text hotel staff with requests.  Marriott International is even dabbling in face recognition and voice-activated room technology.

Personalization

The third leg of the stool is personalization.  Knowing their guests – why they travel and what they request – allows hotels to customize experiences.  Anticipating a guest’s stay with an email to solicit requests, stocking the room with the guest’s favorite soda or candy, or offering a list of off-the-beaten-track recommendations, are ways hotels can tailor the experience.

Don’t Forget to Smile!

Still, the most enduring positive guest experience comes from how staff engage guests on a personal level. According to a 2017 guest experience study conducted by Deloitte Consulting, the number one reason for a positive hotel stay, as reported by guests, was the friendliness of the hotel team. An unfriendly team was the second most common reason a guest reported a negative stay, behind only dirty rooms. Hotels that are able to weave technology insights and empower their people to deliver authentic hospitality are leading the way in guest experience.

Come Get your Shrimp and Grits!

by: Seth Collett

Shrimp and Grits

Back by popular demand this year, is the Shrimp and Grits festival on Jekyll Island, presented by Southern Living.  The event combines the classic southern dish with family-friendly entertainment, an artists’ market, live music, a kids’ zone, food, and a craft brew fest.  The three-day, award-winning event is held during the third weekend in September in the Historic District.  It one of the most popular events on the island every year.  Find out more here: Shrimp and Grits

This year’s schedule:

• Friday September 14th, from 4:00 PM – 9:00 PM
• Saturday September 15th, from 10:00 AM – 9:00 PM
• Sunday September 16th, from 10:00 AM – 4:00 PM

Georgia-Florida Golf Classic

Pre-game for the SEC college football showdown between the red & black and orange & blue on Jekyll Island.  The decades-long tradition is the Georgia-Florida rivalry itself, but the golf, food, and fun at the 39th annual Georgia-Florida Golf Classic is not to be missed.  Register here:  Georgia-Florida Golf Classic

Hop to it! A Day in the Life...

by: Elska Vuong

Opened in 2015, the Westin Jekyll Island was the first full-service branded hotel in the Golden Isles.  With 187 guest rooms and 13 suites, at any given time the property is bustling with activity as guests explore the island, its wildlife, and attractions.

As you might imagine, it takes a finely-tuned team to meet guests’ needs and ensure they have a memorable stay; though the picturesque Atlantic Ocean views don’t hurt, either.

So what is it like to work at this coastal property in the middle of a Georgia summer? Fortunately, David Eisen, writing for Hotel Management On-Line, spent the weekend walking in the well-worn shoes of the Westin’s bellhops so that the rest of us don’t have to.

On paper the tasks of a bellhop are numerous, though relatively straightforward – collect and deliver bags, valet guest cars, and hold the door, among other responsibilities. However, David quickly learned during his shifts that the soft skills needed to quickly read guests proved to be just as important as the ability to smoothly maneuver tricky luggage carts.

“A bellman is like a quarterback: you have to read the defense. In this case, the guests. When they arrive to the hotel, you have to instantly surmise if they want to be chatted up or need assistance with their bags and this is usually identified by non-verbal cues, such as body language or countenance. This, like anything else, takes practice, and once you have it down, makes the job that much easier.”

Read about his great experience here, and learn more about the great team at the the Westin Jekyll Island here.

Welcome!

by: JJ Singh

Welcome to the LNW Hospitality Blog! 

Here in this space, the team at LNW Hospitality will share our thoughts on the hospitality industry from a variety of perspectives.  From best practices as a traveler, to the latest in what’s happening with the brands, we hope you’ll visit and learn more about our exciting industry and our new developments.

Have a topic you want to learn more about?  Send us a note!  You can reach me at jsingh@lnwa.com.  Happy reading!