Hip Hotels

Implications - In the information age, relaxation is as much about omission as it is about adding experience or value. An example of how this is being applied in the travel industry is through minimalist hotels that swap out tech-enhanced accommodation for basic amenities and the natural beauty of the destination. [More]

Implications - As unique amenities continue to be an important way for hotels to differentiate themselves from competitors like Airbnb, boutique and chain hotels alike are designing stays around innovative health and wellness programs. In addition to highlighting the ubiquitous nature of the wellness movement, this shift speaks to the need to established brands to add value with unique and unexpected new offerings. [More]

Implications - Brought on by both fears of impending climate change and the age of competitive travel via social sharing, high-intensity polar travel excursions to both the Arctic and Antarctica are emerging in a variety of forms. This progression speaks to the expectation of self-betterment through one-of-a-kind travel experiences that simultaneously offer adrenaline-driven activities that still emphasize a connection to nature. [More]

Implications - With many Millennial consumers viewing shareability as a main selling point when investing in experiences, forward-thinking hospitality brands are introducing amenities and features centered on such types of engagement, whether in the form of communal accommodations or social media-enabled stays. This progression demonstrates that with the service and hospitality industry facing ongoing disruption, more established brands are tasked with investing in the overall value of experiences offered in order to appeal to Millennials and other hard to reach demographics. [More]

Implications - Millennials are willing to splurge on something that will provide them with lasting memories. As a result, experiences that are adult-targeted, aiming for couples or friends who have some excess income and likely don't have to support a family, can be seen. This is the Millennials' conscious decision to forgo having children in favor of maintaining a carefree lifestyle in action; a decision that also enables more freedom in terms of spending habits. [More]

Implications - As Millennial travel habits continue to redefine the industry, many established hotel chains are launching diffusion brands that offer simple, streamlined experiences at lower price points. A progression that was first felt in the fast food industry, this shift is related to the cost-consciousness of younger travelers, as well as the push for transparency from brands in the form of product and fare structures that are more easily understood. [More]

Implications - As peer-to-peer services continue to democratize accommodation options for consumers, many established hospitality brands are emerging with digitized concierge services that deliver personalization without compromising efficiency. Enhancing the experience of both check-in and the stay overall, such data-informed systems suggest that a large opportunity exists for brands to provide added value through streamlined service in order to remain competitive with cost-efficient contemporary alternatives. [More]

Implications - As consumers push for transparency in all aspects of consumption, many are embracing interactive travel booking tools that take advantage of virtual reality and 360-degree video technology. Related to the transparent nature of sharing economy accommodation options, this progression demonstrates the need for brands to better illuminate the experience of such luxury offerings as a means of remaining competitive. [More]

Implications - In order to appeal to younger travelers, many hotels are updating their accommodations with hi-tech offerings that increase guest autonomy. By integrating technology into the very fabric of the space, these hotels are able to stay competitive in the share economy, as well as leverage their existing staff to create more memorable experiences. By embracing technology as a tool of empowerment, brands can refocus the human aspect of service from functionality, to surprise and delight. [More]

Implications - The share economy has given rise to a consumer culture that operates on an as-needed basis, leading to the emergence of many digital, on-demand services. In the hospitality industry, this has meant a proliferation of digital concierges in place of human representatives. This progression not only reveals that the average consumer has become more trusting of big data to deliver insightful, personal recommendations, but also that they favor service through the medium of their own personal devices. [More]