According to a recent survey conducted by Schofields, more than 40 per cent of travellers under 33 prioritise ‘Instagrammability’ when choosing their next holiday spot. Across all markets, the travellers’ growing appetite for experiences that go deeper and farther beyond the established destinations are a unifying theme. The greater the lengths that travellers go to for the creation of these faux-spontaneous images, the more contrived and antithetical it feels to the spirit of travel.
The principle challenge faced by the industry is the availability of motivated associates. Hotels cannot deliver excellent hotel stays if they are understaffed or are experiencing disruptive associate turnover. To overcome this, they must start treating employees as critically involved members of communities. They need to be trained and supported as individuals.
The second challenge is how to adopt technology in a thoughtful and practical manner. The past decade has seen an unprecedented acceleration in consumer technology, and this pace is unlikely to slow. To this end, hotel brands must be careful to adopt proven technologies that enhance the stay experience rather than provide a flash in the pan. Technology solutions are expensive when rolled out across hundreds of rooms, so their impact must be measurable, experiential and centred on driving guest preferences.