Business Traveler, February/March 2019
F E B R U A R Y M A R C H 2 0 1 9 b u s i n e s s t r a v e l e r u s a c o m 4 8 H O T E L S RIGHT 1K Hotel in Paris According to data from a 2016 Harris Group survey Millennials are more likely to value experiences over things JACK ROBERT INDEPENDENT MINDED However while lifestyle brands are ascendant just now the independent properties they seek to emulate still comprise the lions share of the global market Were in an age of renaissance for independent hotels according to Lukasz Dabrowski senior vice president for global hotel solutions provider HRS Many indie hotels that target business travelers have invested in their properties in an effort to stand out with travelers in the lobby room design catering to electronic online connectivity The result according to DeeAnne Dale senior vice president global strategy and consulting for corporate travel management firm Reed Mackay is a hotel stay that is uniquely responsive to the business traveler Independent hotels have the flexibility to customize their offering to a traveler persona more than the larger chains Small touches like less standardized interiors can make the overall experience feel more personalized Nonetheless working against the pure independents overnight success is the powerful gravitational pull of the big loyalty programs The loyalty schemes offered by larger chains are a big deal for business travelers and so is the comfort offered by the brand standard according to Dale For some travelers the consistency across hotels that a chain offers is a plus point Experiences arent the only thing that guests value The environment and social responsibility are two other pillars that younger customers are keen to know more about whether its working to support the hotels local community or just in their use of environmentally friendly practices Looking on balance Kearns says its the newly minted lifestyle brands that combine the best elements of boutique hotels small intimate and modern and the advantages that only a chain can offer like loyalty benefits consistency and economies of scale Lifestyle hotels are meant to be more affordable and accessible than independent boutique hotels Dubrowski sums up the overarching trend this way Less standardization and more unique features can be a major advantage these days just look at the many chains following this strategy with the launching of lifestyle brands BT
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