6 hospitality ideas for the future

Predicting and extending Tourism Trends


In 1938, A. H. Jones, the then Managing Director of the Grosvenor
House Hotel was asked to write in the Caterer magazine about the hotel
experience in the next century. The then 32 year old had no problem to
make a long list of predictions that must have made him the talk of
his fellow hoteliers. Many, I am sure might have laughed but today he
would be hailed as the industries equivalent of Nostrodamus.

One must put his article into prospective - at the time Grosvenor
House had less than 50% of it's rooms with a private bathroom and the
computer was not invented till the early 940's and TV had only just
been invented. Yet Jones listed the advent of Leisure Clubs, room
temperature controls, washing machines, roof-top hotel swimming pools,
heliports, video conferencing and the hotel atrium with commercial
shopping.

I well remember not that that long ago that students and their
teachers were telling me that the environment was an issue that would
shape tourism's strategies and would also be a lasting trend, I just
let it all drift by without really considering.

So I thought I might record what my bright MBA students are buzzing
about, as perhaps others will be more perceptive to change than I was
back then.
The main themes they predicted in my trends classes during 2010 was
the acute need of differentiation of present offers. Segmenting the
offers to provide for newly identified niches.

And thank goodness service is back on their agenda. Technology playing
a key role in their projected needs.

1. Automated Lifestyle Scanning
Applications to assess the Lifestyle of guests for improved customer
service. From where will they see this data mine coming from? Well of
course there is customer history but added to this they think that the
items customers wear and what they bring with them will add key clues
to their needs. Our phone, social media and search profiles of course
will contribute but like supermarkets can tell a lot about us from our
purchases so too will our possessions add to our consumer profiles.
Today Google's Goggles scans our pictures and finds like images, this
technology will get added to retailing allowing sellers to have more
information about the likely needs of guests.

2. Mood key
A keycard or bracket that not only provides you with a door opening
and charge facility but also asses your body changes to provide
information on your mood and health. The device will inform staff of
possible anger, discomfort or illness as well as joy. Imagine having
to make an easier decision as to which customer is most likely to
complain when there is a service queue?

3. Sleep
Sleep school/therapists to make more of your stay and time
Hoteliers have been trying to provide a good nights sleep with hot
drinks and comfortable pillows and beds. So why not provide lessons in
sound sleeping and relaxation. Make the best of the sleep that you get
even away from home.

4. Medical tourism from queue jumping, not just for surgery
Students could see the growing opportunity to provide family holidays
where a family member needed some form of medical treatment that is in
scarce supply. This is outside the area of medical insurance but
providing quick relief as well as the holiday. The success of surgical
treatments abroad will fuel further diverse medical treatments. Family
support and no embarrassing excuses to tell friends on the return.

5. Not quite all spa-ed out yet
Perhaps the greatest area of agreement amongst the students was that
the Spa trend was set to continue to grow exponentially with new and
diverse ideas and areas. Hoteliers cannot neglect this area of growth.
A specialist centre is not the only idea in town but specialist weeks
or weekends where there is a focus on some form of Spa treatments.

6. Robotics
I well remember Vicount Thurso, now an MP, telling he could not
understand why all industries had made use of automation and robotics,
yet the hospitality industry had rejected it. Recient times has seen
the use of computers, for CRM, concierge and kiosk check in's. Even
conveyer belt production with hospital meals and sushi.
What singles out this generation is their acceptance of robotics in
food production. Today's computers can copy movement into cartoons, so
why not a robot to copy a chefs actions. Programmable for the special
skilled dishes. Top chefs could provide the programming skills and the
branding for robotic cooks.