WHAT TO KNOW ABOUT BOUTIQUE HOTELS

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What is a boutique hotel and how is it changing the hotel industry?

WHAT IS A BOUTIQUE HOTEL?

Unlike the open-to-interpretation meaning of luxury hotel, the definition of boutique hotel is quite clear. Here are some elements that distinguish a boutique hotel.

First and foremost, a boutique hotel is small.

Most hospitality pros agree that for a property to be considered a boutique hotel, it should not be much bigger than 100 roomsBut not too small: if it doesn’t have at least 10 rooms, it’s not a boutique hotel but a B&B or inn.

A boutique hotel’s intimate size produces its characteristic personal feeling and heady ambiance. Some luxury travelers enjoy the compact size and enveloping atmosphere of a boutique hotel. Others prefer feeling like observers in a big, busy grand hotel.

Source: luxurytravel.about.com

IT’S MORE THAN ROMANCE

If you’ve been around the industry a while, you remember brands that had great-looking product but never quite made money. So the big question with these exciting boutique, lifestyle and soft-brand hotels is: “Will they make money?”
For its “Lifestyle hotels, soft brand collections and boutique hotels” report, the Highland Group, partnering with HNN parent company STR, looked at seven samples of hotels in these segments to address this question. Net operating income for these groups of lifestyle hotels, soft-branded hotels and boutique hotels is shown in the below chart.
Net operating income performance is encouraging for these samples. A significant contributor is the beverage department. The below chart shows beverage sales for the seven samples that contribute from 8% to 15% of revenues, except for the “Lifestyle 200-299” room sample. Three of the samples generate more than $8,000 per available room in beverage revenue. Beverage sales enrich the bottom line for these hotels directly. They also create a “place to be” that is active and entertaining for guests, enhancing overall market position.
Net operating income figures suggest that these three components of the boutique market have the potential to prove desirable and profitable to developers and hotel operators.

IT’S MORE THAN THOSE QUAINT HISTORIC HOTELS 

Since Morgans Hotel Group opened properties in the mid-80s in New York City, a new era of boutique hotels have showcased high style furnishings and fashionable lounges. While traditional historic boutique hotels are still being developed, the market has shifted dramatically. Only 22% of boutique hotels developed in the past 30 years are traditional in design.
There are 659 boutique hotels with 54,557 rooms in the United States. Boutique inventory is growing at 3.1% annually, well above the rate of the overall hotel industry.
With modern design styles and fashionable lounges, boutique hotels attract an affluent clientele, among others. Demand has increased dramatically and so has interest from hotel chains. The chains are entering the boutique market in two ways.
Soft-brand collections enable independent hotels, such as boutique properties, to participate in national and global distribution systems while retaining their unique name and style. Many soft-brand hotels are small design-centered properties, such as Casa Monica, an Autograph by Marriott in St. Augustine or the Biltmore, a Curio by Hilton in Providence. However, the soft brands also include hotels that are not boutique, such as Hilton’s SLS in Las Vegas. There are already 208 hotels with 35,000 rooms in soft-brand collections, and the collections are growing at an annual pace of 18%.
Lifestyle hotels are products developed by national franchise systems with multiple brands, national reservation and marketing programs and broad distribution. Products in the lifestyle brands follow tight design standards from their franchise brands. They are known by their brand rather than by a unique name, and they have standardized features. However, they are designed to compete for guests who prefer the cache of a boutique hotel. They also will attract the hotel developer interested in the boutique segment but who associates lower risk with franchised products. There are 178 hotels with 30,982 rooms in 12 lifestyle brands. Lifestyle capacity is growing at 11.5% annually.

THEY WILL CHANGE THE FACE OF THE HOTEL INDUSTRY

Boutique hotel design has already changed the look and feel of branded hotels. New design packages found in branded product, from Hampton Inn hotels to Marriott resorts, reflect the influence of boutique hotels on the overall market.
The success of lounge operations in boutique hotels also is influencing the overall hotel market. Where food-and-beverage operations were minimized in select-service hotels a few years ago, independent and branded hotel developers and operators are examining the revenue opportunities in lounges for their new developments.
The lifestyle brands are incorporating lounges, often with light foodservice, into their standards.  Rooftop lounges also have become popular at boutique hotels for the guest experience they create and value they deliver to owners.
Lifestyle brands and soft-brand collections are growing much more quickly than the overall industry. There is an explosion of new brands and products entering this space. While not all the new brands will stand the test of time, the boutique, lifestyle and soft-brand segment will continue to grow faster than the overall hotel industry. Expect these brands and design features to become increasingly mainstream. Over time, they are likely to supplant some of the legacy full-service and select-service brands.
While it’s more business than romance, fine design and those enticing cocktail lounges aren’t bad for romance either.

 

By Kim Bardoul
HNN contributor
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Direct bookings & your hotel’s guests: Are you attracting, reaching, and converting the social media nudgers?

Hoteliers in today’s global climate must figure out a way to promote their products to audiences across the globe, while consistently striving to identify the target audience that they appeal to the most.

The trick lies in frequently evaluating your current marketing promotions, and adapting them in order to attract new groups of people to your property.

Euromonitor International recently released a report titled ‘Top 10 Global Consumer Trends’ and in it, powerful socio-demographic groups were identified. One such group that hoteliers should work on attracting is ‘The Social Media Nudgers’.

Who are ‘The Social Media Nudgers’?

‘The Social Media Nudgers’ are the tech-savvy travellers who love to reach out to various brands via social media.

Whether it’s a private message on Facebook or a very public Tweet, they aren’t afraid to ask questions and they often expect an immediate response.

The feedback of social media nudgers is critical to your success and your overall online presence, so it’s important to keep them happy.

They can be a little pesky at times, but they’re also easily satisfied if you respond with a solution as promptly as possible.

About 54% of independent hoteliers in the US told Phocuswright and SiteMinder that a positive presence on social media had the biggest impact on their direct bookings.

How are hotel brands responding to them?

Hotel brands are taking ‘The Social Media Nudgers’ seriously — so much so, that many of them are hiring full-time social media managers in order to respond to inquiries and schedule posts for their accounts.

Since this group of travellers expect instant results and immediate satisfaction, it’s important to have representatives available to respond to all posts, all the time.

Hotel brands are finding that this significantly improves their customer service, and improves their brand overall within the industry.

How do you get them to book direct at your hotel?

There are many ways to attract social media nudgers and encourage them to book directly through your website:

  • Booking via social media such as Facebook
    The social media nudgers are spending so much of their time on, you guessed it, social channels. They turn to platforms like Facebook for research and information – especially during the booking process. Having an online booking engine that can integrate with Facebook is a crucial factor for converting this group of travellers. You can read more about how TheBookingButton plugs into Facebook here.
  • Loyalty-incentives for booking direct
    Your social media nudgers can easily become your hotel’s most loyal guests because they love brands that deliver a great guest experience – and they remain loyal to hotels that acknowledge them and make them feel special. Be smart about attracting and converting this group of travellers by creating loyalty incentives for booking direct. Have a bottle of wine ready on arrival for your guests or follow up post-stay with a next booking discount.

Drive more hotel bookings: 5 ways to make sure your hotel packages pack a punch

Does your property offer packages?

By ‘packages’ we mean special rates for accommodation paired with something extra. That extra could have some in-house value – such as free breakfast or parking – or it could be an off-premise experience, such as tickets to a local attraction.

We’ll go out on a limb and just say it – packages are passé.

At least, the ones with common offers that don’t differentiate one hotel from another. Haven’t we all come to expect a bed and breakfast price everywhere we stay?

So with this in mind, how can your property stand out?

Increase hotel bookings with higher price points

Special offers and value-added packages will increase bookings at higher price points, but it helps when they have intriguing themes that get noticed. The best ones we’ve found have one or more of the following qualities:

  • They incorporate local culture and attractions
  • They serve niche demographic markets or lifestyles
  • They tie in to holidays or special commemorative days
  • They include an extreme or quirky experience
  • They incorporate ultra-luxury, high-end elements

Let’s take a look at 5 great examples of hotel packages for inspiration…

1. Show off local culture and attractions

At the JW Marriott San Antonio Hill Country Resort & Spa in San Antonio, Texas, the ‘Cowboy it Up’ package plays on local history and heritage.

This deal includes amenities – such as two pairs of cowboy boots, two Stetson hats, and a cooler with local craft beers and housemade beef jerky – as well as a target shooting session and a grilling demonstration.

“Our packages are always highly anticipated because they are so creative and elaborate,” said general manager Arthur Coulombe.

“This one strikes a chord because it showcases our unique Texas Hill Country ambiance, with a tip of the hat to our proud western culture.”

2. Serve your guests looking for a niche

Look at those speciality markets that you serve. Families with children, pet owners, or people in specific occupations will all appreciate the extra attention.

It’s always wise to cater to kids, so think about activities the whole family can enjoy.

The Frenchman’s Reef & Morning Star Marriott Beach Resort in St. Thomas, U.S. Virgin Islands recently introduced the ’Under The Sea’ package with a mix of active and educational adventure, including stand up paddle boarding, swimming with sea turtles, snorkeling excursions, night kayaking, and admission to the St. Thomas Coral World Ocean Park.

Even small properties can offer intriguing packages. At the Caldwell House Bed and Breakfast in New York’s Hudson Valley, active military are entitled to a special ‘At Ease’ offer that includes a visit to the nearby United States Military Academy at West Point.

The Alfond Inn in Winter Park, Florida offers a VIP (“Very Important Pup”) package that welcomes guests to stay in dog-friendly rooms with their pets. Four-legged guests receive complimentary keepsake water bowls, a private dog walker session, and turndown treats. For each package that’s booked, the inn makes a donation to The Pet Alliance of Greater Orlando.

3. Commemorate important dates

Another option is to tie in your package to an upcoming holiday or other significant date.

The advantage to this is while that phrase is trending in the news, there’s a greater chance that your package will be discovered in conjunction with it. The disadvantage is that it could have a finite shelf life, unless you extend it or re-introduce it the following year.

This year, the Bulgari Hotel in London offered a “Royal Package” to celebrate Queen Elizabeth II’s 90th birthday.

The three-night stay included chauffeur service; private wine tasting; a tour of the royal parks, Westminster Abbey and Kensington Palace; and a riverboat trip to Henley-on-Thames with lunch at the historic Cliveden House.

To commemorate ‘Be a Millionaire Day’ (May 20 for those interested), the Sonesta Coconut Grove in Miami, Florida offers a ‘Be a Millionaire’ package available through August.

Deep-pocketed guests who want to live like a millionaire stay in a two-bedroom suite with an on-call chauffeur, in-room champagne and caviar; a private yacht excursion with a professional photography session; and a pair of freshwater pearl earrings.

4. Think outside the box and go OTT

If your clientele isn’t looking for money-saving packages, you can make your hotel stand out with over-the-top amenities. Incorporate luxury goods and services, like cars.

At the Mandarin Oriental in Prague, the two-night ‘Electrifying Prague’ package provides guests complimentary use of the all-electric BMW i3.

In Italy, Il Salviatino in Florence and Palazzo Victoria in Verona offer the Gran Turismo experience including a self-driven Ferrari tour between Florence and Verona with a stop in Maranello to visit the Ferrari museum.

5. Quirky works, too

Sometimes, the most impactful packages are the ones that get you noticed, even if they don’t bring in that much business. For example, the ‘Ink & Stay’ package at the Hotel Erwin in Venice Beach, California includes a $100 voucher for a tattoo at the nearby Black Rose Tattoo parlour.

The hotel also throws in an ice pack and skin lotion, as well as a bottle of pain-numbing tequila. When the package was introduced, it was covered in major newspapers and online news outlets.

The bottom line here is to be creative. Think about what you can offer within a unique theme, give the package an eye-catching title, and promote it through every marketing channel at your disposal.

The Hotel Room tips that will make your property a real star!

Nowadays, comfort is not defined by the star rating of a hotel or just from the facilities it offers. A real quality hotel must combine multiple characteristics that blend the facilities with the overall experience the guests are going to live during their stay. However, and without any doubt, the hotel room experience is what defines the level of the guests’ satisfaction and categorizes your property among the real successful ones.

1. Forget the single beds!

Hotel: Liostasi Hotel & Suites Photo by: Christos Drazos

The type of the bed is an essential facility for the travelers – and the most important! -, since it has been proven that the first thing that all travelers check, as soon as they are in their room, is the bed type. A king size bed is always an indication of luxury and comfort, and undeniably, the twin beds decrease the sleep quality expectations. A real luxury hotel, should pay special attention regarding this matter and offer comfortable king size beds even for single use. After all, who wouldn’t like to enjoy a double fresh mattress alone?

 


Useful tip: In order to offer a room both as a double or twin, select bed types that will easily allow you to transform a twin bed into a comfortable double one, by using high quality mattresses. It is also very important to use a double bed and never twin beds, every time a room is offered for single use.


 

 

2. Be aware of the toilet taboo!

Hotel: Liostasi Hotel & Suites Photo by: Christos Drazos

There is a common complain among travelers, for which the hoteliers are rarely informed about and it is officially one of the biggest taboos in the hotel industry. Of course, it is no other than the soundproofing of the hotel rooms’ bathrooms/toilets. It is neither romantic nor luxury the absence of privacy in the place where even the king goes alone! The hoteliers must take into serious consideration this issue, especially those who choose glass doors as a matter of design.

 


Useful Tip: To ensure the maximum of privacy in the toilet, use speakers out of the toilet door, and let music work on benefit of the guests’ privacy and satisfaction.


 

 

3. Make luggage convenience a competitive advantage.

Hotel: Liostasi Hotel & Suites Photo by: Christos Drazos

Unpacking after a trip is one of the most boring things the travelers must do and hoteliers should make the experience better for their guests. Even if it is considered a must, luggage racks are often not found in hotel rooms. Luggage racks are considered to be a really helpful tool, which helps you to unpack quickly and start your holidays immediately.

Satisfactory storage space is the most important thing regarding the unpacking process, and in case you do not have enough space for walk-in closets, make sure to provide your guests with appropriate spots in the closet for shirts, dresses and even shoes storing.

 


Useful Tip: Suitcases occupy a great amount of space of the hotel room, making the travelers stay less convenient and comfortable. Improve your travelers’ experience by offering them a “Luggage Storage” service, that will allow them to “get rid” of their empty suitcases after unpacking, and free important room space, increasing their satisfaction!


 

 

4. Give a good first impression.

Hotel: Liostasi Hotel & Suites Photo by: Christos Drazos

It is very important to give your guests a good impression when entering their hotel room for the first time, since the first minutes in a hotel room are those that will define the guests’ satisfaction. Make sure that the overall impression, from smell, temperature and even the people who accompany the guests to their room, will positively affect the guests, creating pleasant feelings and of course expectations.

 


Useful Tip: Pay close attention to the hotel room’s scent, and take care of this matter with a quality air freshener. Make sure to use a neutral smell – while at the same time offering them a variety of scent alternatives – which will be pleasant to the majority of your guests.


 

5. Welcome your guests with some tasteful surprises and fresh water.

Hotel: Liostasi Hotel & Suites Photo by: Christos Drazos

When arriving at a hotel, the first thing you wish is to enter your room and get some rest or spend some time exploring the facilities the room has to offer. There is no better surprise than some tasteful welcome “delicacies” that will make your day. Complimentary water is a “Must” and without any doubt it is, and must be a point of review.

 


Useful Tip: When choosing the «Welcome surprise» think practically! The travellers want something fast and easy to eat! Prefer individual snacks, some sour and some sweet and perfectly select local products so as to impress more the guests, presenting the food culture of your area.


 

 

6. Accessible electricity plugs are considered to be only those which are close to bed.

Hotel: Liostasi Hotel & Suites Photo by: Christos Drazos

Everybody knows that the modern travellers own an average of 3 electronic devices and they usually wish to stay connected no matter what. As nowadays the need of Free and high speed Wi – Fi is clear to hoteliers, surprisingly, the need of electricity is not something that they seem very familiar with. It is a very common issue the effort to find accessible plugs to charge your mobile phone, your laptop or any other device you carry during your trips. And the only plugs that can be considered as accessible, are those that you can use while lying on your dreaming double bed.

 


Useful tip: In case that the old construction of the hotel does not allow the “luxury” of electricity plugs near the bed, do not hesitate to offer your most “spoiled” guests extension cords.


 

In this article we used photos from one of the most luxurious small hotels in Greece, Liostasi Hotel & Suites in Ios Island, and the cause of this article is to teach how to build the ideal rooms for your guests! The impressive photo shooting was made by the famous, hotel & travel photographer, Christos Drazos.

3 Steps to make your newsletters the most dynamic selling tool for your hotel!

Across the Internet, one can find several online services which help hoteliers create fascinating newsletters for keeping in touch with current and past guests or for finding a new clientele. Newsletters are the most direct channel for communicating with your audience, making your hotel more independent and more profitable than ever before.

But which are the important facts that a hotelier should keep in mind, in order to gain the optimum benefit from newsletters campaigns?
Step 1: Build your hotel database focusing on quality audience
The most important fact for an effective newsletter campaign is to have a quality mailing list, with recipients who are really interested in your hotel. It is important to have as much guest data as possible, in order to send effective targeted messages and trigger their interest. So, after defining the info you wish to know about your guests, select the channels through which you will get as more leads as possible.
  1. Your Hotel Guests: It is important to keep the correct data from all the travellers that have stayed at your hotel. These are the most loyal leads who are more possible to come again or send their friends to your hotel. Ask for their email address during check in and reward them by sending to their email a coupon for a free drink at your bar, thus establishing a good e-relationship! This is a good basis for repeaters.
  2. Your website visitors: It is a fact that thousands of travellers visit your hotel website every year. Think of a smart way to drive them to subscribe to your emails and attract their attention with discounts, offers or hidden content, getting as much new leads as possible and building a data base of potential hotel guests.
  3. New Audiences: The Internet makes the process of finding new audiences with characteristics that interest you very easy. Use social media to gather as much new leads as possible and make their subscription special by offering to them special benefits for staying in touch with your hotel.

Smart Tip: Do not forget to categorize your data base in a correct way, that will allow you to create more personalized messages that will easily raise the attention of your audience. Among the several data like name, country and age, do not forget to write down the source of the lead, so that you can be aware of the level of engagement with your hotel.


Step 2: Define a communication strategy based on the profile of each recipient
It is very important to have a standard plan in you newsletter communication strategy. Having in mind that an average person receives thousands of emails every year, make sure to create a plan that will be helpful and not annoying. Create a communication plan based on the important categories that better address the needs of your audience.
  1. Concierge emails: If the subscriber is a current guest, send to his or her email all the important information about your hotel, giving them tips that will enhance their stay even more. Do not forget to keep up the excitement and have in mind they are already on their holidays, so what they need is something pleasant and easy to read.
  2. Sales Emails: Offers are always welcome and travellers love them very much. Create valuable and extra engaging offers and build a different plan for each subscriber category (current guest, website visitor, new lead).
  3. Leisure emails: These emails make the travellers dream of staying at your hotel, presenting exciting facts & content about your property. Make sure that you have something really special to say, each time you decide to send one.

Smart tip: As most Newsletter tools allow you to build automated emails, create a ‘Welcome subscription email’ per recipient category, starting a good and direct communication from the very beginning! For example, if the person is a current guest give out some freebies or send special discounts to the new travellers you have reached through social media. If the subscription comes from your website, then send an immediate offer with extra limited time of redeem, so as to support your direct bookings.


Step 3: Pay attention to the interesting content and the impressive design
Whatever message you want to send, and no matter which is the audience, the aesthetics should be high and the content comprehensible, clear and interesting. Work on each newsletter separately and keep in mind that your Hotel Newsletters reflect your total hotel identity:
  1. Visual Design: Create a different design for each newsletter category you send. The visual needs of a Sales Newsletter are completely different from those of a Leisure one, and this is something that needs careful work to be done correctly.
  2. Texts: Do not use extensive and complicated texts, as it is very possible to loose the interest of your audience. Most newsletters are read on a mobile device, so they must be prompt and to the point.
  3. Offers: Give to your offers the credibility they need. Give a short deadline or include a voucher in the email, giving an added value to the communication. Of course, do not send poor offers and make sure to use them only if you are really generous.

Smart tip: Maximize the personalization level by sending personal text emails that address each recipient with their name (your Newsletter service will have this option). Personal text newsletters have an increased potential to be read, as they do not look advertising or spam. Send a personalized email according to each recipient category, and get the maximum attention and success of your newsletter campaign.

¿Qué significan los números de las tarjetas de crédito o débito?

Los datos números de las tarjetas de crédito tienen una significación para cada uno de ellos. Tipo de tarjeta, emisor, país donde se emite y dígito de control son las principales características que nos encontramos en las tarjetas de crédito o débito.

Las matemáticas y las finanzas están íntimamente relacionadas, dado que cualquier relación financiera que tengamos se basa en medios de transmisión de datos a través de las redes y la codificación de los datos financieros requiere el soporte numérico para organizar y estructurar correctamente la información, En este sentido, las tarjetas de crédito o débito, tienen una serie de números que no son aleatorios y presentan una sistematización.

Estos números sirven para asociar esa tarjeta en concreto con nuestra cuenta corriente y con nuestra titularidad y desde 1.989 las numeraciones de todas las tarjetas de crédito o débito que se emiten se tienen que adaptar a la norma ISO/IEC 7812, Esta norma identifica las posiciones y significados de todos los números que tiene una tarjeta.

 

Primer número de la tarjeta, el tipo de tarjeta

De la numeración de la tarjeta, el primer número representa el tipo de tarjeta por el rango de emisor. Por ejemplo, una tarjeta emitida por una compañía petrolera comenzará por 7 y una tarjeta emitida por una aerolínea comenzará por 1. La relación completa de valores y sus correspondencias son las siguientes:

Identificación de país y emisor, posiciones 1 a 7 de la tarjeta

Los primeros siete dígitos de todas las tarjetas se corresponden con elnúmero de emisor de la empresa o entidad financiera y el país. Se incluye el primer número como parte del emisor para el tipo de tarjeta que hemos visto anteriormente. Por motivos de seguridad, los rangos completos de emisores y países son privados, aunque si se conocen los principales rangos de comienzo de cada una de las tarjetas.

Por ejemplo, las tarjetas VISA comienzan todas por 4, si son del tipo VISAElectron tienen rangos comprendidos entre 4026, 417500, 4508, 4844, 4913, 4917; Mastercard tiene asignados los rangos entre 51 y 55 y las tarjetas Maestro numeraciones de comienzo que sean alguno de estas series 5018, 5020, 5038, 6304, 6759, 6761, 6763

Estos rangos complementados hasta los 7 primeros dígitos ubican el tipo de tarjeta, el tipo de emisor y la zona geográfica en la que se ha emitido la tarjeta.

 

Resto de números de la tarjeta

Todos los siguientes números, son el código interno de la entidad para asociar la tarjeta al cliente y corresponden con sus propios criterios de numeración. El número total de dígitos de una tarjeta es variable, pudiendo oscilar entre 13 y 18, aunque las tarjetas más habituales tienen 16 dígitos.

Las excepciones típicas son American Express que tiene 15 dígitos, Dinners Club que tiene entre 14 y 15 dígitos y a partir de 16 dígitos para el resto, con un máximo de 19.

La mayoría de las tarjetas, destinan uno de esos dígitos al dígito de control. Este dígito es un número que cumple el algoritmo de Luhn, algoritmo que relaciona algebraicamente el resto de números para devolver el valor del dígito de control y se encuentra en una posición determinada. Para las tarjetas, VISA, Maestro y Mastercard, el dígito de control se encuentra en la posición 16.

No obstante, no todas las tarjetas tienen un dígito de control asociado. Por ejemplo algunos tipos de tarjetas Dinners Club no tienen este elemento de seguridad o las tarjetas emitidas por China mobipay no siguen el algoritmo de Luhn antes descrito. En otra entrada veremos el resto de números de la tarjeta de crédito o débito.

Direct bookings & your hotel’s guests: Are you attracting, reaching, and converting the weary sleep-deprived travellers?

The average consumer is bombarded by more than 3,000 marketing messages a day, meaning that most messages go ignored or blocked out.

This is one of the largest challenges facing hotel businesses today, as they find a way to stand out in a market that is immersed with information, flashy visuals and exciting promotions.

For hoteliers, the need to regularly adapt and change marketing messages in order to acquire new guests is real.

According to a recent report released by Euromonitor International and titled ‘Top 10 Global Consumer Trends’ one socio-demographic group that hoteliers need to focus on is ‘The Weary Sleep-Deprived Travellers’.

Who are ‘The Weary Sleep-Deprived Travellers’?

Recent studies show that people today are getting nearly two hours less sleep per night than previous generations, and that increasingly sleep is being considered more of a luxury rather than a necessary part of a healthy lifestyle.

There’s an entire group of travellers who do not value sleep as much, prioritising experiences, connecting via their mobile devices, and juggling their careers.

‘The Weary Sleep-Deprived Travellers’ are often looking to escape to a new location where they can rest and enjoy sleep in a way that they don’t when they are in their own homes.

How are hotel brands responding to them?

Recognising the need for people to enjoy restorative, peaceful sleep in new surroundings, hotel brands across the globe are focusing on this socio-demographic group.

Hotels are beginning to build sound-proof walls that allow guests to enjoy a tranquil space free of noise from other guests as they go to sleep for the night.

Others are offering turndown services, such as playing soft music in the rooms, or providing guests with a bedtime phone call reminding them to turn off their devices about an hour before they go to sleep.

Some hotels like the MGM Grand are even installing dawn simulators versus alarm clocks in order to help their guests rise in a more gentle, natural way.

 

How do you get them to book direct at your hotel?

A few features that you can implement in order to attract The Weary Sleep-Deprived Travellers’ include:

Give them a beautiful website experience

Aspirations are key with this group of travellers as they dream about their next holiday. The Billboard Effect suggests that prospective guests will visit your website after seeing your property on a third party’s site, and so you need to ensure that their first impression of your website inspires them to find out more and book direct.

If your hotel’s website needs a redesign (but you don’t have an endless marketing budget), then consider using a website creator such as SiteMinder’s Canvas. It’s quick and easy to manage, and delivers everything a profitable hotel website needs. You can read more about creating an aspirational hotel website in our FREE guide available by clicking here.

Make sure they can purchase relaxing extras

Your online booking engine should allow for the upsell of extras. Think about the concept of selling sleep and how you can upsell relaxing extras such as an evening massage or a turndown service.

Create sleep-kits that include luxury pillows, earplugs, aromatherapy oils, etc. And sell the equivalent extras package for children that feature bedtime stories and special nightlights. Use an online booking engine, such as SiteMinder’s TheBookingButton, that allows for flexibility and creativity in the upsell of extras.