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

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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

I 4

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.

WE INVENT THE OPEN HOUSE…

1 Lifestyle Brands characterised by Modern Design & Experience

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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 TRAVELING & EXPERIENCE DRIVEN GENERATION THAT DRIFTS TO NEW FORMS OF HOSPITALITY

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 BREAKS

THE CODE BREAKS THE CODE

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