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What do today’s hotel guests want and how can hotel owners deliver it?
There are two main things that I see as important to guests: value for money and respect for the environment. Despite the cost-of-living crisis, many trends show that consumers still want to travel and will prioritise experiences over things in the year ahead. Those who can afford it will continue to eat out and stay away for a night or two.
However, they will be much more conscious of value, and so despite their own cost-pressures, hotel owners will need to find a way to offer value for money and add to the experience rather than take away.
Guests are also keen to support responsible businesses. A YouGov survey last year found that 44% of consumers try to make purchases from socially and environmentally conscious companies, so it is essential that hotels have a sustainability agenda which is communicated effectively to current and prospective guests.
When budgets are as tight as they are, how do hotels decide which investments are most important?
It’s such a juggling act, isn’t it? When funds are scarce, it can be tempting to halt any spending, but the last thing that should happen is to stop investing in a property. Upkeep needs to be maintained or you risk damaging trade in the long run.
Investing in staff also needs to remain a priority, as the business can’t survive without good people. The focus should always be on retention because recruitment can be costly, both financially and timewise. What may need to wait are any new big-spend development projects, which you can undertake when the market improves.
Which is more important to prioritise – guest or staff feedback?
Staff come first in my opinion; without them the business does not run. Although it’s important to listen to feedback from staff, it is more important to focus on engagement and ensure they are involved in decision-making, and that their voices are heard at every point.
Hoteliers must also listen to guest feedback openly, and if any trends are occurring, then clearly there is something that needs addressing. However, if you have engaged your team from the start, this process will be easier because they will help address the feedback and be more willing to make changes if required.
What are guests currently highlighting in their feedback and how does it differ to previous years?
Guests seem to focus more on service in their feedback and less on the product now, which re-emphasises my point about investing in your staff. This does differ from a few years back when technology was a big focus, led by good or bad Wi-Fi.
What should the industry be taking note of in 2023?
The industry is challenged to recruit ‘career’ employees, but with many leaving the industry during and post-pandemic, it needs to adapt accordingly and look at ways to attract new talent.
Demand for travel is still strong, but it is expected that a downturn will happen in early 2023. The industry will need to prepare for this by running a leaner workforce and perhaps even limiting service.
Sustainability also remains a major focus, and while many are taking steps to be more sustainable, it’s clear that the wider industry needs to do more to embrace it.
