B&bs

boutique hotel trends 2018

They are fresh, artsy and have smart and youthful attitudes. We’re talking about boutique hotels, the new stars of the hospitality industry, offering incomparable personalized services, characterized by fancy design and prestigious furnishings, located mostly in the heart of trendy cities.

boutique hotel

Boutique hotels’ recent success is confirmed not only by numbers (the highest ADR – average daily rate – during the year and the greatest gains in RevPAR according to CBRE projects) and by industry insiders (in the last few years, more than 20 brands have been added to the ever-changing mix of hotels in the boutique space) but also by a growing number of travelers who want their hotels to be an integral part of a unique travel experience.

The reasons behind this success are many so we decided to learn more about them by putting under the magnifying glass 3 important boutique hotel trends.

The “Eco-Bio-Healthy” revolution

More and more travelers are interested in making choices that protect the planet and promote reconnecting with nature. Precisely for this reason, one of the top boutique hotels trends of 2018 is accommodating travelers in eco-friendly facilities. For example, in Bangkok, the New Akyra Sukhumvit has become the first single-use-plastic-free hotel.

Furthermore, vegan options, local food and 0km gastronomic products are now omnipresent in boutique hotel menus.

vegan hotel

Therefore it seems that most boutique hotels are now riding the well-being and environmental sustainability wave highlighting the connection between nature, body and mind.

David Bowd, an industry vet and principal at West Elm Hotels, in a recent interview for Condé Nast Traveler highlighted the growing importance of the “bio” element in hotel menus saying this: “I think the ability when you travel to stay healthy, to have something on a room service menu that is a great salad or a great wrap—it’s not just another club sandwich and fries, which I still see everywhere. I get it: People want that, but I think there’s [room for] the healthy option as well”.

Localhood and authenticity

In an increasingly globalized and standardized world affecting inevitably with its dynamics the hospitality industry, authenticity is the new change of gear.

greek authenticity

What travelers want today is a local perspective of destinations. They want to integrate themselves with territories and communities they visit and they know that to achieve this integration they need local guides who can help them live authentic and unforgettable experiences. What travelers desire most is, in one word, “localhood” a term we wrote about in one of our previous blog posts. A famous lifestyle and local experience influencer, Nyssa P. Chopra, founder and curator at The Cultureur, recently wrote: “Whether you’re looking for the best restaurant, the best luxury hotel, best vantage point for photos, unique experiential itinerary ideas or hidden gems of a local culture, I’ve done my research so you do not have to”. Her statement says a lot about modern travelers’ desires. Among all travelers, the ones choosing boutique hotels and b&bs seem to be the ones who appreciate most experiencing destinations just like locals do and discovering local hidden gems.

winemaking

This is why boutique hotels are shifting their offer towards unique and local experiences regarding winemaking, traditional gourmet cuisine, signature dining options and in-room service, mimicking, in some cases, b&b’s.

Technology is key

In the search for your next boutique hotel vacation you might encounter “digital detox” hotels offering libraries, absence of web connectivity and meditative spaces to their guests. However “cyber-vices” are difficult to eradicate in travelers so boutique hotels seem to be definitely focusing more on technology than on libraries and reading rooms and seem very aware that being in step with the times does not mean going against localhood and the essence of hospitality. On the contrary, digital tools and services like web connectivity, smart rooms and AI travel assistants are proving to be very effective drivers of localhood, tradition and authenticity in the tourism industry.

google maps

Just think how important Google Maps are for travelers as they not only allow them to find the best route to every local point of interest but they also provide a wide range of other useful information like public transport services, POI reviews and pictures, traffic status and much more.

travel internet

What we wrote above is evidence of the transformation boutique hotels around the world are going through overtime as attention to furnishing and design, the traditional distinctive elements of boutique hotels, is slowly but steadily being superseded by a strong focus on technology, respect of the environment, wellness and authentic local experiences. What more could travelers desire from their vacations? Well, there’s much more going on in hospitality than what you read here today but we’ll write about it in our upcoming articles so stay tuned on our blog!

For the moment, just keep in mind that boutique hotel experiences are getting more interesting every day and are truly worth discovering in your upcoming leisure trips.

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You’ve heard it before: “Content is King”.
Maybe. Maybe not. For your guest, however, only one thing is king, queen, and the whole darn kingdom: their experience.
According to a study by Think with Google, consumer intent is far more important (and indicative of purchasing probability) than mere demographics.
In other words, it’s not who a person is. It’s all about what a person does and how that person behaves.
Why? Because customers make their buying decisions based on a series of interactions called “micro-moments”. These are seemingly small but incredibly significant details about the way a brand reaches out, interacts, educates, offers, and enhances the customer’s experience.
“Intent beats identity. Immediacy trumps loyalty. When someone has a want or need, they turn to their smartphone for help. When a need arises, people turn to search and YouTube to look for answers, discover new things, and make decisions…Understanding and…meeting [your customer’s] needs in the moment are the keys to winning more hearts, minds, and dollars.” — Think with Google, “Why consumer intent is more powerful than demographics”

The importance of reputation management for hotels - Manet Mobile Solutions

So What Do Guests Need?

Excellent question. Let’s take a look at guest/consumer behavior for the travel, hotel, and booking experience.
Says TripAdvisor, 83% of travelers rely on ratings when choosing a hotel
68% of guests want to speed up the check-in process by using their smartphones
• While email’s open rates are down to 20%, text messaging read rates are 98% (aka, marketers haven’t over-saturated the use of text yet so the time is ripe to harness the power of text as a mode of communication)
• 80% of customers prefer to self-serve in order to get the information that they need (TechRadar, 2018)

• Since guests are already reliant on and wedded to their smartphones, hotels like the Hilton are now offering customers a chance to use their smartphones/mobile phones as a hotel room key (Financial Times)
• According to Google, one in three travelers across the world are using digital assistants already to research and book travel, searching for everything from flights to hotels, suggesting that mobile is the platform on which consumer behavior is occurring (Google/Phocuswright, 2017)

So…Why Text?

Text messaging — using text as a platform and method — is an innovative, low-cost way to do more than just communicate with a customer. Instead, hotel marketers can actually use the communication method to enhance the customer experience.
Why? Because customers are already asking for and relying on text. And text messaging has its own inherent strengths that make it a natural contender in the bid for your guest’s attention.
When you take a look at the behavior consumers/guests are already exhibiting, text messaging is a clear solution:
• Hotels that have adopted automated text messaging for guest communication strategies have seen a 25% increase in their guest engagement (ALICE).
• Texting offers immediate contact because smartphone users send and receive up to 5x more texts than phone calls.
• Text messaging automation offers template responses to “frequently asked questions”, except that the responses are much more instantaneous: Answers to questions like “What’s the WiFi password?” and “What time does breakfast start?” meet your guest at the point of their need, via an instant text.
• SMS or “mobile” marketing brings together three key elements — customer service, customer loyalty and mobile integration.
• Since texting is already a part of normal consumer behavior, the barriers to adoption are low (even when compared to an app, which is dependent on the consumer actually bothering to go and download the app).

texting in the hospitality industry
How are Hotels Making Use of Text?

Creatively, in fact.
There are leaders in the space as well as independent hotels that are equally as innovative in their use of text messaging to enhance and win over the guest experience.

Marriott

To enhance the guest experience and reduce the amount of time guests were waiting (an annoyance that guests reported significantly reduced the enjoyment of their overall stay), Marriott implemented a text-based service to respond to customer requests. This included calls for room service and house-keeping.

Aloft

Knowing their consumer/guest demographic well, Aloft decided to “speak” in the language of their mostly-millennial guests.
That would be the language of the emoji. To introduce text messaging into their communication strategy, Aloft implement an offer call, “Text it, Get it” (or TiGi, for short), where guests can text a specific set of 6 emojis (which correspond to packages offered by the hotel) and receive that service.

Here, there’s a double novelty going on: Not only is Aloft using a popular, informal and instant method of communication, they’ve also done their due diligence in creatively “packaging” six distinct “services” that their ideal guest has asked for (often, presumably) before.
Cure for a hangover anyone? TiGi!

text it get it in hospitality

Holston House

Located in Nashville Tennessee, Holston House relies on text messaging to streamline their entire communication strategy, from start to finish.
Upon arrival, guests are welcomed via text and encouraged to check-in using a self-serve platform. During their stay, text allows a continuous flow of dialogue between the guest, their needs, and the hotel staff. At departure, Holston House uses text messaging automation to encourage feedback, send surveys, and resolve issues before the guest has left the premises.

MGM Mirage

With a generous budget, MGM Mirage uses SMS or mobile marketing, via text, to coach the customer’s future purchase, besides providing up-to-date customer service.
To bring together loyalty, customer service, and mobile behavior, MGM offers guests real-time promotions which are then texted to their guests’ phones. This might include discounts on entertainment events or information on the hotel’s own amenities that a guest would be wondering about.
They used insight garnered from their marketing platform to tailor messages to guests, based on purchasing and booking history. This drove up revenue and continued to evolve the tracking of what guests truly desired.

Hard Rock Hotel & Restaurant

The Hard Rock Hotel and Restaurant has always been ahead of the curve. They’ve started to use SMS or text messaging to promote events and products — but only to customers most poised to buy that particular product or service.
Right time, right place.
They also use “shortcodes” — such as texts with a prompt to message a particular code to a particular number — to promote their loyalty programs, a win-win for guests looking for exclusive offers, and the hotel, looking to build a solid guest list to market to in the future.

hard rock cafè sign - manet hospitality blog
Here’s My Number…So Text Me Maybe

Both the big wigs and emerging hotspots are using text messaging automation and SMS marketing to bring together a customer’s loyalty, their intent or behavior on a mobile platform, and the integration of personalized marketing offers to make sure their current experience has been everything the guest had hoped for.
So how does a hotel benefit from all this?

24/7 Availability

While your front desk is sleeping, your guests might not be. Use text messaging to cut down on the number of employees required at the front desk or lessen the load/traffic on a busy front desk during the wee hours of the morning.
Text messaging allows guests to access the “point of contact” that a front desk represents, without the hotel actually having to serve and fulfill individual requests that may be “minor” but are no less time consuming and certainly contribute to a guest’s experience.

Earning better reviews

Text messaging can capture guests at the most pivotal moments — those “micro-moments” we were talking about — to translate their satisfaction into a better review.
See, it’s not only about capturing a review in a streamlined way (via a text survey) — it’s about actually using text messaging to capture guests right after a moment where you, the hotel, have managed to get their request done just right. Making use of this moment — and, indeed, gaining insight into when that moment occurred — is where SMS or mobile marketing comes into play.

Saving on time for both hotels and guests

Five front desk staff, a team of house-keeping staff, one booked-up weekend and 50 guests.
You do the math.
Text messaging as a method of communication can cut down on major time spent on routine, face-to-face interactions.
To make sure that all operations are running smoothly and respond to each guest’s expectation in a responsive, aligned and updated manner, hotels can use text messaging, not only as a means to ask and answer but also as a means to offer.

This saves immensely on time, not by “cutting down” or reducing human interaction, but, rather, using human interaction to where it is most needed.
Checking in, an action that can be automated, is not one of them. Bringing a guest their request, or responding to a booking snafu, however, is.

room service through texting - manet hospitality platform

Engaging and nurturing customers who are on your list

Once a guest has booked with you or they’ve checked in, you’ve got their information — including email and phone number — to communicate with again.
Since we saw that email is not as effective as text for getting opened (hello, Gmail Spam Folder), the instant nature of texting allows guests to access the hotel’s amenities while the hotel can access a guest’s needs, tapping into their wants and delivering the products or services that respond to these.
But let’s think about the future: Once a guest has opted-in to a loyalty platform or your app’s newsletter, they are not just prospects but actual qualified leads simply waiting to find the right offer again.
It’s up to you to craft that offer, personalize it, and then deliver it at the right moment.
But before you can get there, it’ll take a series of interactions with your guests on your list to nurture that sale.

Increasing revenue

These series of interactions over text — from product and service offers, upsells, incentives, loyalty discounts, Q&A, guest requests, automated feedback and reviews, and information on amenities  — all lead to one thing:
Increased revenue.
If a guest has a positive experience, from the moment of their pre-arrival to the moment of their departure, not only are they more likely to refer other travelers and guests like them, they’re also more likely to return.

increasing revenues with texting - manet mobile solutions
So, what’s really going on here? Why is text messaging so effective?
Well, there’s a caveat here. Text messaging is only effective when used as one part of a communication strategy. Certainly, the immediacy and ease of text messaging makes it a viable method for hotels and a delightful, simple experience for customers.
But there needs to be some intent and structure behind it. A simple, “Welcome to our hotel” is unlikely to be the weight that tips the revenue scales in your favor.
Instead, it’s the opportunity to personalize and use omnichannel marketing that makes text messaging as powerful and potent a tool as hotels can have today.
Think about it: If you get a text welcoming you, inviting you to check in and then, once you’re checked-in, offering you the exact product or service that would enhance your stay (such as an invitation to grab some Vitamin Water or a suggestion for a nearby restaurant or cafe), how much more likely are you to, firstly, capitalize on these suggestions and, secondly, perceive your stay in a more positive light?
It’s a question worth asking. And hotels will be answering via text.

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travelers planning vacation

Finding the perfect travel accommodation is always a big dilemma. There are several factors to consider and above all it’s difficult to choose between b&bs and hotels. What are the pros and cons of each and how to choose what suits best your travel style? Below, there’s a list of tips that can be useful in your future choices.

Choose a Hotel to avoid unpleasant check-in experiences

Step forward those who have never had problems with b&b check-ins… In my experience as a traveler, I have tried both hotels and b&bs. In (very common) case of unexpected delays, in hotels I never encountered problems in getting my room key even at late night hours. On the contrary in b&bs it happened to me that I had to wait long times for the property owner to turn up with the keys. If you are afraid of spending a night in the cold and you prefer avoiding interaction with your host (often in foreign languages) very probably hotels are the best choice for you.

hotel booking - manet mobile solutions

Surprises vs standards

I remember that I once rented a B&B in the Balearic islands with my girlfriend. The apartment was very nice and overlooked the sea, the host was not there and had entrusted the keys to a friend who showed up on time at check-in. While showing us the apartment, she told us that we could should not enter the room in the middle of the house. As soon as she left the house, amid the protests of my girlfriend, I rushed into the forbidden room and inside, above a child’s bed, there was a thread with a very smelly plant (some people like smoking it) hung up to dry. I breathed a sigh of relief for not having found anything spooky although finding drugs in a child’s room seemed odd enough. Something like this would have never happened in a hotel so if you don’t like smelly plants, or any kind of unpleasant surprise, then maybe choosing a hotel for your vacation is what’s best for you.

local breakfast - manet mobile solutions

Local vs aseptic experience

The smell of homebaked cookies in the morning, freshly squeezed orange juice and homemade jams from the host’s mother are goodies that, if you are lucky, could be offered to you in a b&b allowing you to immerge yourself in authentic local culinary experiences making your stay certainly less aseptic than the ones usually offered by hotel chains. Very often, hotel breakfasts, unless you have opted for 5-star luxury, are not the best as instead of an old big mama smiling while she cooks, in their kitchens there are underpaid employees who, after waking up at 5 in the morning and having rambled the whole kitchen, will prepare for you two cobbled scrambled eggs and a grilled sausage floating in refracted fat while cursing the service chief. In any case, if you enjoy more private and standardized travel experiences then you should opt for a hotel while if you are looking for an authentic local experience then a b&b is what’s best for you.

hotel room quality - manet mobile solutions

Saving vs quality assured

Some sector studies show that b&bs, if compared to hotels, are cheaper for the same services offered and provide more living space at the same expense. However, convenience and extra space are not always synonymous of a better holiday because, if it is true that B&Bs are cheaper, it is also true that they are often decentralized or located far from main tourist attractions. So if most b&bs offer fully equipped kitchens allowing you to save on the food bill, this saving could be canceled by transport costs if they’re located far from the center. Moreover in b&bs, wi-fi connectivity is not always available and anti-theft security is generally higher in hotels if compared to vacation rentals and b&bs.

Efficiency and speed vs inexperience and slowness

Very often, booking a b&b can be very complicated, slow and laborious. Host inexperience could lead to awful booking experiences (not all b&bs are connected to big booking management portals) and it could happen that, for family problems, ineptitude or any other reason, a host decides to cancel your stay, ruining your holiday plans. Problems like the ones mentioned above are normally absent in hotels as they rarely leave their guests without a room even if sometimes they don’t deliver all their promises to their guests. The last note that could make you opt for hotels is that they often offer interesting loyalty programs. Frequent travelers can take advantage of point accumulation granting them free stays or discounts on many products and services. This aspect is almost completely absent in b&bs.

So, generally speaking, hotels are usually more expensive but also more efficient, more central, provide more quality and have interesting loyalty programs while b&bs are usually less expensive, generally more spacious, often deliver a more authentic travel experience but are also often decentralized and could hide inconvenience and unpleasant surprises.

As you can see there are pros and cons in every choice and the best advice I can share with you to help you make a good choice for your next vacation’s accommodation can be summed up in these few simple steps:

  • think which services are necessary and which ones are optional for your vacation needs
  • decide if you prefer a local or a standardized vacation experience
  • read other traveler’s reviews for each accommodation facility you are considering
  • book your stay on well known web booking portals
  • if you have any doubts about what you’re going to find in your hotel/b&b, once you arrive there, contact the facility manager/owner and ask lots of questions before your arrival

If you follow my advice I’m sure that your vacation experience will be as good as possible and you’ll avoid any issues.

 

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