Future of distribution: How changes in consumer behaviour will impact hotels - 0 views
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While demand makes its way back to pre-pandemic levels, the way consumers spend has changed forever. It is critical for hoteliers to rethink their hotel distribution channels and products.
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Greater digital adoption is critical for the hospitality industry 40 million new internet users came online in 2021. This brings the internet penetration in Southeast Asia (SEA) to 75%. As a reference, Europe was sitting at 82.5% in 2019.
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Changes to operations for food and beverage outlets as a result of constant closures and re-openings, as well as seating restrictions caused by the pandemic, have forced more profound and long-term changes to the dining-out experience. The more agile operators have adapted by embracing basic take away options or by creating restaurant alike experiences at home. Some took it further by moving to a full cloud kitchen concept.
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According to an Accor internal survey, while most employees do not want to go back to the office five days a week, 70% do not want to work from home either.
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He bets his hotels, mainly located in major cities, will be busy from 9am to 9pm with local demand. His hotels will compete with venues like Starbucks that has catered for that particular demand for the last ten years.
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Marriott made a move towards that direction when it announced last November the signing of an agreement with Amadeus to modernize its reservation and commerce infrastructure.
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With hotel stays being increasingly marketed as experiences, hotels that enable guests to purchase complementary products like spa and golf when booking a stay will gain a competitive advantage.
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A sound distribution strategy can no longer be limited to selling rooms through a branded website, online travel agents or the GDS. It is time to get creative, look around and commit proper resources to transform and modernize practices.
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As the world comes back from the pandemic, hotels are looking for other experiences to entice guests to stay with them, and providing it through new avenues of technology. Hotel flags are working with groups such as Amadeus for a new experience with their reservation system while exploring other avenues for a competitive advantage.