Hotel focus

What are the top hotel trends in 2010?

Never one to rest on its laurels, the hotel industry is facing 2010 with renewed vigour. DialExpotel opens the door to five of the key hotel trends for the coming year…

Brand strength, brand loyalty

While industry experts predict that the long-term outlook for business travel is healthy, corporate budgets are likely to remain tight during 2010 – which means hotel bookers are going to be cautious with their choices, too.

This caution is leading to a surge in brand loyalty, says Nick Rich, IHG’s director of consumer insights for Europe, Middle East and Africa, with bookers either going for trusted hotels that they know are a good deal, or for strong brands with an excellent reputation for high-quality service.

Expotel’s commerical marketing’s Laura Ogilvie agrees. “Expotel’s portfolio includes the biggest hotel brands in the world, such as Hilton, IHG, Rezidor’s Radisson Blu and Accor’s Novotel – so business travellers know they can rely on them to deliver world-class service,” she says.

Along with the increased sense of loyalty, reward programmes are becoming steadily more popular, too – giving value to all that use them. “Our rewards programme earns you 80 points for every room night booked and 100 points for every £100 spent on conference business with Expotel,” explains Laura. “Each point can be spent on something just for you, so you feel the full benefit of your loyalty.”

Smart technology

Many hotels have started to focus on ways of using technology to enhance the overall guest experience, such as providing touch-screen kiosks to make check-in faster...

With technology playing such an important role in the life of business travellers, many hotels have started to focus on ways of using technology to enhance the overall guest experience, such as providing touch-screen kiosks to make check-in faster for weary travellers.

Many savvy hotels are also using social media to stay ahead of the game. The exponential growth of social media and blogging in recent years reflects a sharp rise in consumer power, so the flipside of the coin is that hotels will be keeping a close eye on guest feedback to ensure they continue to provide a good service.

Luxury snacking

Despite the much-publicised recession, more and more business travellers are treating themselves to what the industry is calling ‘luxury snacks’, an extension of the ‘bleisure’ trend that started in 2007 – adding a few days’ leisure time onto the end of a business trip.

From trading up brands, taking advantage of great rates, adding a spa treatment as part of a travel-incentive package or ordering a bottle of champagne for your room on arrival, the trend is for savvy snackers to find ways of adding a touch of class without the financial sting.

“We are in the Good Value era,” says Laura. “For a little extra, business travellers can experience a welcome bit of luxury.”

Food for thought

As we roll into 2010, it’s clear that the culinary excesses of the Noughties have begun to fall out of favour with business travellers. Gone are the days of the flashy, overblown dining experience. In its place, the focus has shifted to more honest eating – simpler food and different cuts of meat – echoing the recession-boosted trend for nose-to-tail eating.

Ben Olley, head chef at the Best Western Willerby Manor, near Hull, agrees, saying he has found that traditional dishes, such as belly pork and braised ox tail in stout, are once again in demand. He says: “We are seeing a move away from fine dining and a return to simpler pleasures, including the use of different cuts of meat.”

Short but sweet

Hotels are keen to boost delegates’ productivity by focusing on the quality of their sleep and diet – so that as much as possible can be achieved in the time available.

Finally, there is a trend towards business trips becoming shorter but more intensive, reflecting the reality that face-to-face meetings remain essential, but that people are finding new ways to rein in costs.

This trend will no doubt put extra pressure on business travellers. So, to add value for procurement managers, hotels are keen to boost delegates’ productivity by focusing on the quality of their sleep and diet – so that as much as possible can be achieved in the time available.

It’s something that IHG’s Crowne Plaza is taking very seriously in 2010. “Our Sleep Advantage programme includes features such as upgraded bedding, relaxation CDs and dedicated quiet zones. Our research has shown that guests are sleeping better, resulting in improved productivity the following day,” says Nick Rich. “We’re also introducing low glycaemic index menus for meetings in 2010 to help business travellers maximise their impact in meetings and avoid the mid-afternoon slump.”

So it would seem 2010 isn’t looking too bad after all!

This feature was written by DialExpotel for Expotel, the UK’s leading hotel, travel and venue booking agency. To find out more about Expotel or any of the hotel groups mentioned, call 0844 793 7300.

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