The BriefYourMarket.com blog

This is some blog description about this site

A snapshot of 2019 for hospitality professionals

technology-in-hosp

Forming accurate predictions about the future of any given industry is challenging at the best of times, but with Brexit uncertainty hanging over the country, it’s unclear whether hospitality professionals will see a decline in consumer confidence or a rise in inbound travel.

So, rather than focusing on what a post-Brexit world may or may not look like, here are some of our thoughts on what emerging trends are taking off right now, and how they’ll help you to achieve business sustainability.

 

Technological innovation

In the last five years alone, technology has revolutionised the way that the average consumer will research, plan and book their next holiday, adding a whole new meaning to the concept of a personalised customer experience.

A 2017 Barclays report found that – out of millennials – just over half (51%) would choose one hotel over another if it meant that they could check-in via their smartphone, with 44% taking an interest in providers that offer room control functionality from a personal device.

One such business model that has tapped into this heightened level of consumer convenience is Hilton Hotels, whose “Connected Room” allows its guests to tailor aspects like the room’s temperature, lights and entertainment from their phone.

According to Vice President, Josh Weiss, technology “has the potential to be a game-changer for the hotel experience”, enabling “businesses to adopt new features and functionalities – some that we haven’t even considered yet – that will pre-empt and meet our guests’ demands”.

Whilst the need for innovation is apparent, very few are using digital avenues to maximum effect, relying on commission-based comparison sites instead of self-generating new and repeat business leads.

Eight in ten bookings that are made last-minute are completed over mobile, yet only a mere 16% of mobile bookers will go direct.

Holidaymakers want an ultra-personalised experience in 2019, with 41% going out of their way to find brands that will use artificial intelligence (AI) technology to provide recommendations based on their interests and past travel experience.

 

Travel with purpose proves popular

Last year, ethical branding gained considerable traction with today’s consumers – particularly the younger generations, including 54% of those aged 16-19, who stopped buying from a brand that they perceived as “unethical”.

Likewise, travellers are showing more interest in adding purpose to their trips, wanting to learn new skills and life lessons (56%), whilst becoming more conscious of the issues affecting their chosen destination – e.g. human rights, equality and working conditions.

In fact, research suggests that over half consciously choose not to visit a destination if it will have a negative impact on people who live there.

Whilst these considerations hold the most weight with global travel, environmental sustainability remains to be an important consumer concern, with 28% feeling guilty about the impact that their stay has on the environment.

If your business is taking new measures to improve its carbon footprint, make sure to share these across your website, marketing emails and social media profiles to positively boost your brand awareness.

 

Micro-breaks may lead to rise in repeat bookings

Long breaks could very well become a thing of the past in 2019, as over half of global travellers (53%) are planning to take more weekend trips this year, giving you the chance to increase repeat bookings and create customers for life.

With this prediction, less is more, so consider what you’re currently offering – or could make available – to those who would be interested in a condensed but action-packed stay.

For instance, market a 24-hour turnaround vacation that includes your top recommendations and most popular promotions for local businesses in the area, as well as a room discount for off-peak periods.

According to experts, there will be a surge in desire to stay in “unique and remarkable” accommodation types, most likely due to the growing popularity of sharing our travel experiences on social media sites such as Instagram.

 

The unpredictability of millennials

After decades of Thomas Cook running their Club 18-30 holidays, the end of 2018 saw the end of this travel tradition.

In the early 2000s, over 110,000 young Brits participated in these package holidays, bringing in £48 million annually.

Many have speculated what caused millennials to lose interest in this brand, settling on the increasing diversification within the industry, the drive amongst young people to try new things, and social media’s influence over finding “more photogenic travel opportunities”.

This change highlights the struggle businesses face to decipher exactly what consumers – especially those under 35 – want.

 

Changes for restaurateurs

The fight for lunchtime spending is set to continue over the next few months, and with 31% of those in employment or full-time education seen as regular lunchtime diners, it’s clear what a lucrative opportunity this is for restaurateurs.

As it turns out, the average British worker will spend approximately £6.08 each day, adding up to a staggering £1,580 spent just on lunch across the whole year.

The main reason for this is simply down to boredom over lunch choices – according to eight in ten respondents – or another popular cause, “lunch envy”.

To attract customers to your business throughout the day, highlight your menu’s creative and diverse offering across your online presence and increase your awareness with local companies.

 

Need some help?

With the rise in customisable travel and increase in consumer awareness, holidaymakers are becoming more specific when it comes to what they want from their trip.

Marketing will help you to segment your audience and target them with relevant content to drive direct bookings and reduce your OTA reliance.

For more information on what BriefYourMarket.com’s multi-channel marketing platform can do for you, contact our team on 0344 800 84 24.

 

The shape of the leisure industry in 2019...
The affordability crisis in insurance: what’s your...
 

Comments

No comments made yet. Be the first to submit a comment
Already Registered? Login Here
Guest
Saturday, 19 January 2019

The BriefYourMarket.com blog

This is some blog description about this site

A snapshot of 2019 for hospitality professionals

technology-in-hosp

Forming accurate predictions about the future of any given industry is challenging at the best of times, but with Brexit uncertainty hanging over the country, it’s unclear whether hospitality professionals will see a decline in consumer confidence or a rise in inbound travel.

So, rather than focusing on what a post-Brexit world may or may not look like, here are some of our thoughts on what emerging trends are taking off right now, and how they’ll help you to achieve business sustainability.

 

Technological innovation

In the last five years alone, technology has revolutionised the way that the average consumer will research, plan and book their next holiday, adding a whole new meaning to the concept of a personalised customer experience.

A 2017 Barclays report found that – out of millennials – just over half (51%) would choose one hotel over another if it meant that they could check-in via their smartphone, with 44% taking an interest in providers that offer room control functionality from a personal device.

One such business model that has tapped into this heightened level of consumer convenience is Hilton Hotels, whose “Connected Room” allows its guests to tailor aspects like the room’s temperature, lights and entertainment from their phone.

According to Vice President, Josh Weiss, technology “has the potential to be a game-changer for the hotel experience”, enabling “businesses to adopt new features and functionalities – some that we haven’t even considered yet – that will pre-empt and meet our guests’ demands”.

Whilst the need for innovation is apparent, very few are using digital avenues to maximum effect, relying on commission-based comparison sites instead of self-generating new and repeat business leads.

Eight in ten bookings that are made last-minute are completed over mobile, yet only a mere 16% of mobile bookers will go direct.

Holidaymakers want an ultra-personalised experience in 2019, with 41% going out of their way to find brands that will use artificial intelligence (AI) technology to provide recommendations based on their interests and past travel experience.

 

Travel with purpose proves popular

Last year, ethical branding gained considerable traction with today’s consumers – particularly the younger generations, including 54% of those aged 16-19, who stopped buying from a brand that they perceived as “unethical”.

Likewise, travellers are showing more interest in adding purpose to their trips, wanting to learn new skills and life lessons (56%), whilst becoming more conscious of the issues affecting their chosen destination – e.g. human rights, equality and working conditions.

In fact, research suggests that over half consciously choose not to visit a destination if it will have a negative impact on people who live there.

Whilst these considerations hold the most weight with global travel, environmental sustainability remains to be an important consumer concern, with 28% feeling guilty about the impact that their stay has on the environment.

If your business is taking new measures to improve its carbon footprint, make sure to share these across your website, marketing emails and social media profiles to positively boost your brand awareness.

 

Micro-breaks may lead to rise in repeat bookings

Long breaks could very well become a thing of the past in 2019, as over half of global travellers (53%) are planning to take more weekend trips this year, giving you the chance to increase repeat bookings and create customers for life.

With this prediction, less is more, so consider what you’re currently offering – or could make available – to those who would be interested in a condensed but action-packed stay.

For instance, market a 24-hour turnaround vacation that includes your top recommendations and most popular promotions for local businesses in the area, as well as a room discount for off-peak periods.

According to experts, there will be a surge in desire to stay in “unique and remarkable” accommodation types, most likely due to the growing popularity of sharing our travel experiences on social media sites such as Instagram.

 

The unpredictability of millennials

After decades of Thomas Cook running their Club 18-30 holidays, the end of 2018 saw the end of this travel tradition.

In the early 2000s, over 110,000 young Brits participated in these package holidays, bringing in £48 million annually.

Many have speculated what caused millennials to lose interest in this brand, settling on the increasing diversification within the industry, the drive amongst young people to try new things, and social media’s influence over finding “more photogenic travel opportunities”.

This change highlights the struggle businesses face to decipher exactly what consumers – especially those under 35 – want.

 

Changes for restaurateurs

The fight for lunchtime spending is set to continue over the next few months, and with 31% of those in employment or full-time education seen as regular lunchtime diners, it’s clear what a lucrative opportunity this is for restaurateurs.

As it turns out, the average British worker will spend approximately £6.08 each day, adding up to a staggering £1,580 spent just on lunch across the whole year.

The main reason for this is simply down to boredom over lunch choices – according to eight in ten respondents – or another popular cause, “lunch envy”.

To attract customers to your business throughout the day, highlight your menu’s creative and diverse offering across your online presence and increase your awareness with local companies.

 

Need some help?

With the rise in customisable travel and increase in consumer awareness, holidaymakers are becoming more specific when it comes to what they want from their trip.

Marketing will help you to segment your audience and target them with relevant content to drive direct bookings and reduce your OTA reliance.

For more information on what BriefYourMarket.com’s multi-channel marketing platform can do for you, contact our team on 0344 800 84 24.

 

The shape of the leisure industry in 2019...
The affordability crisis in insurance: what’s your...
 

Comments

No comments made yet. Be the first to submit a comment
Already Registered? Login Here
Guest
Saturday, 19 January 2019
 
Book a free demonstration

Fill in your details and we'll get in touch at a time that's right for you.