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Emerging Trends in Hotel Design - LIFESTYLE HOTELS - GILLIAN MILLAR, SVP OPERATIONS NZ, FIJI & FRENCH POLYNESIA NZ Hotel Conference 20 JULY 2017
The Emergence of Lifestyle Hotels
• Attractive & fast growing segment
- Wide range of lifestyle brand concepts targeting all hotel segments from economy to luxury and present worldwide
- Size of the network has been multiplied by 3 since 2010 and is about to double in the next 3 years
- Complements traditional brands as differential guest mix and expectations
• Unique characteristics aligned with the needs and wants of the Millennials and the
Millennial minded
• Objective is not only to attract hotel guests but also locals
• Focused on experience/community and design providing a new business model for hotels
24/07/17 NZ Hotel Conference
The Emergence of Lifestyle Hotels
3
Focusing on what really matters to the Millennial traveller as well as local guests
• Investment on specific features and services
• Investment in communication adapted to millennials
• Attractive locations
Stronger engagement from guests: more likely to become loyal and pay a premium Opportunity to increase non lodging revenue by attracting local customers
LIFESTYLE LUXURY
Lifestyle hotels where locals and global travellers meet in like- mindedness to experience the energy of ‘the place’; always playful and one-of-a-kind.
SO/SOFITEL BANGKOK
LIFESTYLE LUXURY
Lifestyle hotels where locals and global travellers meet in like- mindedness to experience the energy of ‘the place’; always playful and one-of-a-kind.
LIFESTYLE LUXURY
Lifestyle hotels where locals and global travellers meet in like- mindedness to experience the energy of ‘the place’; always playful and one-of-a-kind.
Design and Facilities are a priority
Upscale/Luxury – Sophisticated design in rooms & communal spaces
To create a memorable, unique experience
Eco-/Midscale – Contemporary design, focus on communal spaces but small bedrooms
Wow factor in large communal spaces, to be ‘alone, together’
Design style & contemporary furniture Room Size less important for midscale and economy
Citizen M
Large & enticing communal spaces
SO/Sofitel Jo&Joe Mama Shelter
Experiences are aligned with Millennials expectations
Ease & Convenience Authentic & Local
Fun / Social hub / organization of events Non conformist
Healthy lifestyle
Focus on F&B
25 Hours
Mama Shelter
25 Hours
Mama Shelter
Jo&Joe
SO/Sofitel
A CLEAR BUSINESS OPPORTUNITY
18 to 35 years old
5000 NZD / year travel spent
20% of international arrivals
300 M arrivals in 2020 (+57% in 10 years)
336 billion by 2020
EXPERIENCE SEEKERS
Hyper travelers
Hyper connected
Hyper choice
Enrich from others
Influence others
WHERE DO THEY FIND PART OF IT
Lower price points / bed
Value for money
Accessible Location
THE
Y FIN
D
Private rental
Hostels & Poshtels
THE
Y S
EE
K
WHAT THEY SEEK
Space & freedom
Socialization & immersion
WHERE DO THEY FIND PART OF IT
Lower price points / bed
Value for money
Accessible Location
Private rental
Hostels & Poshtels
THE
Y S
EE
K
WHAT THEY SEEK
Space & freedom
Socialization & immersion
THE
Y FIN
D
JO&JOE BREAK
THE CODE BREAKS THE CODE
A NEW AFFORDABLE CONCEPT :
THE “OPENHOUSE” FOR TOWNSTERS & TRIPSTERS
AROUND BAR, FOOD, EVENTS & INNOVATIVE SLEEPING CONCEPTS
IN ALL KEY DESTINATIONS OPENED TO ALL
MANAGEMENT MODES
A PLACE TO LIVE FREEDOM & SPACE,
SOCIALIZATION & IMMERSION, COMFORT
& CARE
A COMMUNITY WITH ITS DIGITAL ECOSYSTEM (WEB, APP, ROBOT)
In Summary
• Lifestyle brands not for everyone but a niche that can’t be ignored
• Design elements key, particularly communal animated public spaces
• Experience more important than white glove service
• It’s all about Instagrammable moments
• Like today’s travellers, our talent will be unique
SO Paul: Guest Relations Manager SO/Sofitel Bangkok
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