Traditional room types have been around forever - single, double, twin, suite or family room. It’s a tried and tested format, beloved by hotels and understood by guests the world over. However, new research from Amadeus and InterContinental Hotels Group (IHG) published today suggests that this will change dramatically as the The Beginning of the End for Room Types is a key trend identified. It will see guests able to swap desks for yoga mats, stream their own content through the in-room TV, or ask for that third-floor room with the view they’ve always loved.
Consumers are used to buying exactly what they want and need when it comes to music, entertainment, fashion and travel. Hotel accommodation, which has traditionally been bought in a standard and uniform way, will need to adapt as 61% of global travelers state a preference for hotels to be priced in a way that allows them to add-on bespoke options. This will see the emergence of attribute-based booking, where guests pick and choose the individual components of their room, marking the end of traditional room types. New selling models will become more mainstream too, with guests able to book a room for a length that suits their needs rather than a traditional overnight stay.
The study details how technology will be used to empower staff to deliver unprecedented levels of service at scale. It suggests that technology needs to support human interaction, not replace it, as the majority of guests (67%) say they prefer to interact with a person for the emotional interaction. For example, the deployment of real-time translation earphones and smart glasses could ensure that concierges easily interact with guests in their native tongue.
The kind of status usually reserved for luxury or boutique hotels or consumer brands will be available for all, if they can build a loyal following of fans who feel an emotional connection. In the competition for guest loyalty, hospitality providers need to identify how to offer value through delivering memorable, shareable experiences. To do this, hotels must understand individual guest needs on each trip, and offer a host of unique and unexpected surprises. In fact, 70% of global travelers would like hotels to provide more advice and tips about unique things to do, with only 20% saying they currently get ideas from the hotel.
Commenting on the nature of changes within the hospitality sector, George Turner, Chief Commercial and Technology Officer, IHG, said: “Modern expectations around travel continue to become more complex and sophisticated, with shifting consumer dynamics and increasingly intelligent technology pushing the boundaries of what is possible. IHG has proven itself to be pioneering and ambitious over many decades and this paper offers perspective on how the hotel experience could further evolve in the not too distant future.”
To download the report Drivers of Change in Hospitality go to: