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2018 for the hoteliers will a be time of tests, changes and new opportunities. It is good to conduct new opening based on knowledge about upcoming trends. We hope that Trends 2018, a publication created by practicioners for practioners, will contribute to the increase in your bookings.
The 20th century was dominated by the belief that accumulating material possessions would bring you happiness. Today, it is widely believed that experiences have more value than belongings. This change in perceptions has opened up new opportunities for hotels looking to stay one step ahead when it comes to improving the guest experience.
In 2017, the percentage of Polish people who declared having financial surplus equalled 68% . However, data presented by the Chamber of Fund and Asset Management showed that 36% of Poles are not satisfied with their savings and seek alternative methods to invest their capital. 51% of these individuals chose to invest in real estate . Since 2016, there has been a rise in the RevPAR index, which means that investing in hotel services is now becoming increasingly profitable.
AirBnb recently found itself at a crossroads, and the decision the organisation took appears to have opened up new opportunities for hotels.
Inevitably, Brexit has affected the way that people travel both domestically and internationally. ABTA has reported an ongoing increase in staycations over the past two years, while Visit Britain has reported an increase in long-haul inbound tourism.
Low unemployment rates, reduced numbers of workers, emigration, reduced retirement age, and finally - the deficit of specialists on the market - all these factors are contributing to the opinion that we are in the so-called employee era. It is a challenging situation for all employers. In the near future, issues related with human resources will be the main task the hotel industry will have to deal with.
We are now witnessing several silent revolutions which presumably refer to entirely different areas of business, but in fact, have a lot in common.
Contrary to popular belief, the Internet of Things (IoT) is not a marketing battle of gadgets, but a serious trend which involves data collection and processing across a network of devices.
Social media has changed the way that businesses communicate with their customers. Communication has become less formal, more focused on problem-solving, and there is now an increasing demand for customers to receive the information they need in real time. The way and the speed with which companies communicate with clients is now considered as a key factor in building trust and improving company image.
Advances in technology throughout recent years has supplied the hospitality industry with numerous solutions. Collectively they help automate and simplify the booking experience and guest engagement for hoteliers. Paradoxically, too many of these tools can in fact have a negative impact on staff efficiency if they don’t integrate with one another. This is often a burden for hoteliers as they have to adopt an increase in manual processes to benefit from the use of unintegrated systems. According to existing trends, using systems to replace manual processes and automate processes where possible is now of key importance.
2017 was the year we witnessed the turn in the global use of mobile internet. Over 50% of traffic was generated by mobile devices (+25% compared to the previous year) . Unfortunately, despite the obvious trend, many websites do not adapt to mobile devices, causing frustration amongst smartphone users. Customers expect responsiveness, a design which ensures comfortable viewing regardless of the device.
In an age of dynamically developing technologies, the only thing we can take for granted is change. After all, the changes we experience are so intense and apply to so many areas of life, that they affect daily experiences, work, and even our way of thinking. Technologies persist in every aspect of existence and the digital world has reinvented the entire economy. It is hardly a surprise that the technique utilised in IT is reflected in marketing activities.
In the USA, automated ads now account for over 80% of the advertising budget. By 2019, this number could reach 85% . In Europe, the same trend will be noticeable as early as next year. To stay ahead of the competition, it’s important for hoteliers to explore the opportunities of programmatic ads in terms of reaching audiences with customised messaging .
The main advantage of online marketing is its measurability. Selecting the right tools and ensuring they work effectively also makes online marketing cost effective. However, it’s important to always take note of any new regulations and ensure your offers are customised to the client’s needs to achieve the best results.
To be truly effective, customer loyalty programmes cannot just be a patchwork of standard discounts. In today’s world, loyalty programmes are all about tailored messaging and customisation, and loyalty schemes must now be fully aligned to the client’s needs in order to be successful.
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