Disruptive forces like technology and demographic shifts are having a big impact on the hospitality industry. As the travel world continues to drastically transform, the changes are happening at a rate that is sometimes too fast to keep up and adapt to. Customer service skills can no longer be static in an industry that is constantly needing to adapt to enhance guest experiences. By understanding the big trends in the hospitality industry, you’re able to analyze what customer expectations are and better map out strategies to drive revenue.
Growth of the sharing economy and budget hotels
Sharing accommodation companies like Airbnb are posing a threat to the hotel industry as they continue to grow and increase their share of the market. These private accommodation companies are becoming more widely available across online travel agencies (OTAs) resulting in hotel companies having to modify their loss prevention strategies to compete.
Hospitality secret shoppers are beneficial when looking to improve on your loss prevention strategies, as they have information on your key competitors including alternative accommodations and can give feedback on the industry rates and your pre-stay service levels.
Mobile trend affecting commerce and customer experience
Around half of the travelers booking trips digitally nowadays are doing so using a mobile device. This is an example of the continual shift to mobile devices that most industries are having to make to adapt to consumer interest and with that a mobile marketing strategy. Responsive design, one-click booking, and location technology are all important features that can help enhance guest experiences.
Lifestyle changes affecting food & beverage
The restaurant features of the hotel industry are changing along with consumer eating habits. There are many traditional methods that most hotels have adapted that are no longer consistent with consumer interests, resulting in a customer service gap that can harm your business. Guests today tend to be more mobile and prefer grab-and-go options rather than sitting in or asking for room service.
Brand shake-ups through merges
The Marriott and Starwood merger has united two of the world’s largest hotel chains and has set up the consolidation and merging of other brands as they look to compete with this massive organization that has been created with this merger. These companies that go through mergers are able to achieve the future growth in a cost-effective manner and have the capability to sell off some of the poor-performing brands. These mergers will impact customers loyalty programs, as companies will have to find ways to adapt new loyalty programs to maintain customer satisfaction.
attract millennials with customer service skills
It’s predicted that the millennial generation will replace the baby boomers as the dominant consumer group by 2017. This growing demographic is the ideal target for many industries, and the hospitality industry is also looking for ways to attract them while competing with companies like Airbnb. Companies are looking to launch diffusion brands that come at a cheaper price point and have a stronger focus on lifestyle, locality, and insider knowledge when compared to their bigger sibling brands.
Having a distinct target market for your hotel is important to ensure your marketing strategy aligns with the customers you’re trying to attract. Hospitality secret shoppers can help you analyze your customer touchpoints and the customer service skills needed to enhance your brand.
Being aware of the current trends in your industry is a great way to keep your brand innovative and aware of the opportunities and threats. Braymark can help you measure your company’s service standards and give you the feedback you need to enhance guest experiences, connect with us today.