Hotels are vibrant vertical cities, seamlessly integrating entertainment, accommodation, office facilities, and dining within a single space.
They excel at prioritizing customer experience and brand consistency, leveraging data and customer feedback to constantly enhance their offerings. In fact, I believe hotels are the only real estate asset class that takes such a comprehensive data-led approach.
During the past nine months, I've had the pleasure of being a guest at 25 leading hotels. As an architect, I can't help but geek out over these immersive short-term stays. Here are some observations on how typical hotel rooms can be tailored to meet the needs of today's and tomorrow's travelers.
Time Zones - Enhance the sleep experience by implementing smart lighting systems and scents that assist travelers in adjusting to their jet lag. Understand their circadian rhythms and create the optimal environment for a restful night's sleep.
One Size Does Not Fit All - Take inspiration from the JW Marriott at Marco Island, FL, which offers an exclusive wing for adults aged 21 and above. This ensures a tranquil, kid-free space at amenities like the pool and restaurants, catering to the preferences of many travelers - especially business travelers.
Custom Spaces - Leverage customer data to personalize and enhance the guest experience. For vegan guests, provide non-dairy milk at their in-room coffee bar, and equip power outlets with international adapter plugs for international travelers. Tailor amenities to the specific needs and preferences of guests, such as charging options for Dell or Mac users.
Self Storage:- Implement self-storage technology that allows guests to store their belongings at the hotel, eliminating the need to transport items back and forth on every trip. This not only generates an additional revenue stream but also fosters customer loyalty.
Dark Kitchens - Embrace the concept of dark kitchens, as utilized by delivery apps, to serve surrounding businesses' catering needs from hotel kitchens. This diversifies income sources while improving the room-service experience and expanding menu options for hotel guests.
There is an immense opportunity to expand alternative revenue streams while improving customer experience and loyalty at hotels.
At the core is moving away from a one-size-fits-all approach, into leveraging the insights provided by rich customer data to provide personalized experiences.