Luxury Travel, Lifestyle and Marketing Trends

How to Increase the Average Length of Stay

Flower cottage of the Relais Borgo Santo Pietro

Flower cottage of the Relais Borgo Santo Pietro

 

How to increase the average length of stay? This was a question posed to me by one of our clients, a city hotel in Asia. The common tactic is to give an extra room night free based on a minimum length of stay –as in stay for 3 nights and get the 4th night free. But there are two other solid ideas. The first is to team up a city stay, adding on an extra night to the average length of stay, with two or three nights in a complementary destination, a several hour drive or an hour to an hour and a half  flight away (e.g. Bangkok with Chiang Mai or Phuket). To the guest, the benefit is that the work of packaging two destination highlights is done, and then you make it worth their while financially by giving a break in the total price or giving some value add. Besides gaining an additional night’’s revenue, there’s the advantage to the hotels of additional marketing support from another hotel or hotel group and use of a new customer database from a non competitive property.

An even better tactic is to offer exciting compelling activities on site and nearby that make a longer stay desirable. Probably one of the best examples I’ve seen (and experienced) is from the 16 room Relais Borgo Santo Pietro in Tuscany, Italy. The Relais, off of the beaten tourist track, though convenient to Florence and Rome, offers exciting activities that not only tap into  its competitive advantages, but also, a sense of place. They also offer guests an opportunity to learn new skills. In house there’s a resident florist who gives floral arranging classes from a cottage amidst an antique rose garden and does double duty making all of the arrangements for the hotel; an inhouse artisan  — a painter when I was there – who gives classes from her own cottage overlooking a lake; the Borgo Cooking school offers a myriad of classes for adults and children; garden walks; and wine tasting  . Venturing further afield, they offer everything from falconry and sightseeing from a two person plane with private pilot to truffle hunting, hot air ballooning, basket weaving, and novel sightseeing trips.

Rafael Ruiz – Front Office Manager says the Concierge program, which was launched in 2014 enjoys a 50% participation rate by guests and that since beginning the program, average length of stay from overseas guests has increased from 3 to 5 days. A final benefit is that guests leave the hotel wanting to come back and experience the other activities as well as the marvels of a superb resort and stunning setting. A winning formula in luxury hotel marketing ideas.

 

The New Hotel Grab n’ Go, Food Courts?

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Food courts are a whole new breed these days, even in airports. I just returned from Europe with flights through Rome’s Fiumicino and Lisbon’s International airports and, to my delight, found appealing options in the food courts . People like them – the variety, speedy service for our time pressed society, the ability to see exactly what you’re getting, and the modest price point.

Then there are the fancy ones, like the new Gourmet Experience at Madrid’s Corte Ingles which touts the 7 Michelin stars the chefs have in their food court, or the new food hall in Paris’ Galeries Lafayette with outposts of food purveyors from Petrossian to 5 Jotas Spanish ham. To be sure, Berlin’s Ka Da We department store led the way a number of years ago with their full floor of grazing options, a destination in its own right. But what is different is the rapid expansion of the concept in number of venues, kinds of places they’re landing, and the ever rising bar on standards, even at the lowest common denominator (airports).

Now, real estate developers are putting them into renovated buildings as an amenity, betting on companies’ desire to attract millennial workers who grew up on food courts. Example: the owners of the 41-story glassy former home to AIG on 180 Maiden Lane, as part of a $100 million upgrade are putting in a high end food court and a lobby with picnic tables.

What is next in hotel food and beverage trends? I predict that midrange and/or convention hotels will turn to food courts both as a point of difference and to not only lower food costs, but also, as a new profit center coming from leasing the spaces.

What do you think?

Hotel as Sanctuary

Silence is the new luxury. My prediction: a new hotel trend 2015. Why? Advertising is everywhere — big, bold and bolder. On floor tiles in some supermarkets, turnstiles in New York subways, plastered even on high end residential buildings and, of course what I find especially distasteful, totally covering public buses. Then there are the growing traffic jams in urban centers, technology that’s in your face, and restaurant music which is more about disco decibels than for dining. I was thinking about this on a recent trip to New York and how, in this climate of urban sensory assault, a growing group of travelers are increasingly going to want their hotel to be a sanctuary, and their restaurant to follow in the same vein.

Not much hotel copy talks about things like windows that seal out the street noise, use the word “serenity” or a synonym, or address décor that’s soothing, except for maybe wellness or yoga retreats and Westin’s wellness rooms. But all of these qualities will soon be strong selling points, just as “digital detox” programs and offerings are growing.

Singapore based COMO Hotels “gets it”. In South Beach, where most  restaurants are places  where it’s almost de rigeur to have a party atmosphere otherwise called “buzzy”, they’ve taken a whole different tack at The Metropolitan by COMO. “Silence is a luxury” said their spokesperson about their Traymore Restaurant. “We want people to be able to talk to one another rather than the experience being about seeing and being seen”, he continued. The décor as well is expressive of this approach: cool whites and gray, quietly elegant and sophisticated. The music is there, loungey and just the right volume. Hopefully COMO will kick off a new trend.