Final future of hotels

The Future of Hotels Collins Ferebee & Sabina Huh

Hypothesis

Use of hotels as a social networking space for both guests and city residents

Forces: Technology Technology driven culture- Where technology and its

devices are implemented intrinsically and used comfortably in society (ipads, smartphones, apps, facebook.. etc) People try to keep up with rapidly changing technology.

Code:Transformative/ Portable

Technology: Example

* Six out of 10 Americans get news from the Internet, survey says

* Pew Internet report also says people's online news experience is a social, interactive one

* Most people said they have from two to five main news sources online

CNN’s Survey:

Technology: Example

Portable: 33% of cell phone owners now access news on their cell phones. Personalized: 28% of internet users have customized their home page to include news from sources and on topics that particularly interest them. Participatory: 37% of internet users have contributed to the creation of news, commented about it, or disseminated it via postings on social media sites like Facebook or Twitter.

75% get news forwarded through email or posts on social networking sites and 52% share links to news with others via those means. Pew Reasearch Center/ CNN article

“Hurricane Sandy: Twitter, Facebook Emerge As Lifeline During Disasters Despite Pranks” - International Business Times

Forces: Social People constantly want to feel connected and be able to

exchange information and ideas with speed and ease. People want to be current with the latest practices and news. People want to interact and network in spaces with others who share similar interest (Linkedin, Social Networking sites)

Code: Collective/ Selective

Social: Example

As for the things people are sharing online: Internet users sent 360 billion pieces of content across Facebook over the year, which included links, notes and photos. Flickr, just one of a number of popular photo sites, saw 130 million photos uploaded to the site each month. -New York times

Social Networks Pew research 2011:

Forces: Economy Due to the financial recovery after the downfall of previous

years, people are very conscious of where they are putting their money and when they do they want the most value and experience for the money. Customers want the most experience for their money with package deals and special offers and information on city events

Code: Value

* Six in 10 affluent Millennials read user-generated product reviews when shopping for luxury goods *55% have learned about a product in a store, but preferred to purchased it online * 18% recommend luxury brand purchases through social network sites, reports the Luxury Institute. * “Affluent Millennials are very early adopters of new digital, social and mobile technologies. They use these new tools to crowd source information from peers even while they are shopping at retail.” -Forbes10/02/2012

* “The Rise of Gilt Groupe: The Great Recession Fuels the Perfect Storm” -Frobes 1/02/2012

Economy: Example

* “Millennials are often turning to flash sales and daily deals to get luxury goods at a bargain.” -David Bakke, Money Crashers Personal Finance.

Trend Hotels integrating new

technologies to services and amenities. (Ex. digitized lobby, hotel’s smartphone applications, free Wifi…)

LobbyFriend application

Trend Content marketing creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience – with the objective of driving profitable customer action.

L’Oréal’s Garnier Fructis + Rolling Stone: news emerging musicians and their styles.

Facebook pages for business

Trend -Multi functional spaces

for collaboration where different companies work within the space to exchange information and get feedback. (Ex. Dogpatchlabs “A Community And Workspace for Entrepreneurs.”)

Interiors of Dogpatchlabs

Trend Public Space for

Networking (Ex. Ace Hotel- open lobby with an accommodating environment for connecting, leisure, and working, Bryant Park- offers online social networking site) Ace Hotel Lobby

Customized Search Engine: Choosing a Hotel by ‘Experience’ and Neighborhood

Trend

Airbnb: “What king of neighborhood are you looking for?”

Hipmunk

Library Hotel NYC

The Out NYC

Guests desire niche experiences targeted to their specialized interest and local culture

Trend

Culture & Language - Subculture: TECH Geek

-"Geek" no longer seen as a negative term -immersed and connected by technology -work and play interchangeably -network virally and need spaces designed to accommodate

Travel spending by Millennials rose 20% in 2010.

-New York Times

millennials are the fastest-growing age segment in for travel services in 201, growing 20 percent. Hotels are responding by adding more technological amenities like complementary high-speed Internet and iPads in every room.

-American Express

Insights - Spaces accommodating for variety of purposes.

- Promoting connection and collaboration through a secure platform.

-Providing services or events conducive to organic connections.

-providing technological devices within the space/ lobby to help effectively and easily exchange and obtain information

-A friendly environment implementing high technology without seeming cold

-Spaces designed for selective interest

-bringing events formed online to offline settings.

-developing content marketing sites/ apps

Profile of Client Marriot : Mass chain hotel.

-implements uniform service and environment in chain hotels needs to alter to the current specified interest demands of the millennial.

-lacks special features

-does not change to the social and environmental setting of the city

-lacks up to date technology

-too traditional, not relaxing

-not up to date with the change from luxurious/ over the top hotel decor, to today's more relaxed/ modern aesthetic

Trend Insights -lobbies as social spaces with tech devices consoles

-offering social events and special deals

-developing smartphone applications

-relaxed décor to match more laid back attire

-multiple bars/lounges with different themes to drive city residential customers

-digitizing and making the process of check-in and check-out quick and easy

-highlight the local culture of the city and create specialized environments

-diversify appeal