A glimpse into 2016: what can your hotel expect?

2016 looks like it’s going to be an excellent year for hoteliers. Robert Rauch, President of RAR Hospitality and a leading hospitality management and consulting firm in San Diego, recently came out with his yearly trends report.

Rauch reveals some outstanding insights that will help your hotel maximize your efforts in 2016. Check out what we’ve taken away below, and be sure to read Rauch’s article for the full story.

Personalized experiences create value

Trends in the digital space are heavily influenced by the increasing interest of travelers to have personal experiences that create value. As more and more travelers are using the internet as their go-to source for travel considerations, this leaves hotels with the responsibility to communicate that they understand guests’ interests and needs online.

No matter the channel your hotel picks (social media, blogs, forums), potential guests are gauging your brand’s identity and making purchase decisions based on those perceptions.
As Rauch explains, that’s why it is so important to communicate your hotel’s unique story and make a great first impression when a potential guest engages with your brand.

At Flip.to, we couldn’t agree more. We help hoteliers make their guests’ stories an integral part of their hotel’s story. We see firsthand that our customers’ guests have incredible stories to tell and huge audience who are listening. When it all comes together, the stories that people tell each other are far more convincing, easier to relate to, personable and trustworthy than any story told through an advertisement.

Rauch reminds us that experience design extends beyond the digital world, and encourages hoteliers to think about how their hotel spaces are designed–combining work, play, food and drink into an experience that keeps the youthful customer in mind.

Digital, digital, digital, and when you’re done, more digital

Digital matters in 2016, which goes without surprise. Rauch states that digital marketing boils down to two things for 2016: mobile and video. Mobile is an increasingly popular trend. More and more potential guests are using mobile to research and book travel. That’s why responsive websites, mobile-friendly emails, and even dedicated mobile apps are advised.

Plus, hoteliers should take note of the growing trend in live-streaming on mobile. Apps like Periscope average 2 million daily active users (oh, and Periscope just launched on March of this year). This growing trend is beginning to replace traditional television for millennials, and hoteliers should keep track of this new channel to stay relevant to this growing market.

Hoteliers should also take note the disruption caused by companies like Airbnb and HomeAway that have paved the way in the Sharing Economy. Rauch explains, “Mobile and digital check-in, easily accessible and plentiful outlets in all areas, reliable and fast wifi are some of the amenities desired by those who utilize Airbnb and HomeAway.” Hotels should continue to innovate and offer alternatives to these types of amenities in order to capture the attention of the modern traveler.

Take revenue strategy by the horns

By investing in new revenue management technologies, hoteliers can better forecast demand for a clearer idea of their most profitable customers and rooms, all of which help to maximize profits in the long-run.

Revenue management technologies are just one part of a more important revenue strategy, though. At Flip.to, we’ve talked about how your guests, your team, and your hotel’s bottom line all win when you create a revenue culture, part of which includes prioritizing channels based on net revenue.

Rauch challenges hoteliers to balance their channels and evaluate where OTAs fit in. Focus on driving more eyeballs to your hotel’s website and maximizing profits.

Technology has changed the way hoteliers manage revenue and reach new guests. Going into 2016, hoteliers should continue to think about revenue management technologies and revenue culture, how to improve personalized guest experiences, and how to make an impact with mobile and video in the digital world. Here is the full article of Top 10 Trends for 2016 from Robert Rauch and our friends at RAR Hospitality.

Published by

Jeff Weibel

Hospitality industry veteran and Chief Marketing Officer at Flip.to.