possible for them to relax and renew at the property after ... · ›› possible for them to relax and renew at the property after a stressful day. to business OUT travelers ...

Pricewaterhouse Coopers analyst Bjorn Hanson reports that hotelsspent more than $4.8 billion last year on capital improvements, andthe trend continues. Better beds, high-speed wireless Internet, flat-screen TVs, 24-hour business centers, and free breakfast buffets arejust some of the perks dangled in front of ‘road warriors’ to makesure they have the best in technology, sleep, fitness, and service.

What do business travelers look for in a hotel? Brad Wilson, COO for The James Hotels, says quick and easy

access to the Internet, fast and efficient service, a smooth operationwith no challenges, quick breakfast opportunities…and any otherperks that keep them on schedule.

Tom Santora, senior vice president sales and marketing for theKor Hotel Group, sees many similarities in service for business andleisure travelers.

“Today’s working guests are looking for technology and servicesthat enhance the way they do business. They count on flawless serv-ice: from having a fax or package delivered, to a reliable wake-upcall. They’re also looking to indulge at destination restaurants andspas. They want to relax poolside but have wireless access to theirlaptops if necessary.

The consensus among top hoteliers: business guests want thesecomponents as part of the package ‘…without being nickel-and-dimed to death for each service.’

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Hotels are offering businesspeople a remarkable array of amenities that not only helps them work efficiently in their hotel rooms, but also makes itpossible for them to relax and renew at the property after a stressful day.››

to business travelersOUT

Reaching

Location, Location, Location“Business travelers want to stay where theyentertain,” Santora continued. “Time onthe road is intense. Our hotels are unique-ly positioned in destinations where guestscan work and play: South Beach, BeverlyHills, Santa Monica. We think this mixcontributes to our occupancy growth, withno weekend flat periods.”

Among Kor Hotel Group’s 11 hotels,eight are urban and three are resorts.Collectively, Kor has experienced double-digit growth in occupancy since 2004.

Brad Wilson finds guests combiningbusiness and leisure more today than everbefore. His company focuses on urbanhotels, having recently opened The JamesChicago which immediately made Travel& Leisure’s new “It” list as ‘coolest newhotel of 2006.’

“We design and build from a guestpoint of view, realizing that urban loca-tions typically attract more business than

leisure travel. The James Chicago embod-ies many characteristics we hope toachieve for future properties,” Wilson stat-ed. “We’ll open in New York and LosAngeles within the next year to 18 months,providing stylish alternatives to the 5-startraveler.” Locations focus on major cities,central to restaurants, shopping, nightlife,and transportation. Museum and culturalattractions also play a role in determiningthe site, as more and more business tripsbegin or end with added leisure days forspouses or families.

Marquis Reforma in Mexico City alsodiscovered more business travelers bring-ing families along to spend extra daysexploring this fascinating city. As a resultof guest feedback, the hotel debuted itsMexico City Sampler package, featuringfamily accommodations in a corporatesuite and a choice of one sightseeingexcursion daily. The package is pricedper day so it can be bought as an add-on,

if the family is not staying as long as thebusiness executive.

Tech TalkTechnology heads the list of upgrades.Being connected seems to be everyone’spriority, whether traveling for business orpleasure, locally or internationally. Mosthotels and even small inns offer wirelessInternet in their lobbies and around thepool. And now that whole cities are goingwireless…from Philadelphia and Liverpoolto Rio Rancho, New Mexico…it’s apparentthat any hotel wanting to remain competi-tive must offer complimentary high-speedInternet in guestrooms, and be wireless inpublic areas at the very least.

The James Chicago moves that discov-ery a few steps further by adding compli-mentary video conference calls, a videocall home to the children, and wirelessguestrooms. The Business Center is open24 hours with 100 percent free use of all

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THE JAMES CHICAGO

electronic equipment.Mandarin Oriental Hong Kong takes a

space-saving approach. Guestroomdesk/tables have a ‘work kit’ in the drawer(paper clips, post-its, etc.) and a dataportin the telephone, but to compile thatreport or presentation, just call for the BizHub. It’s wheeled into the room, contain-ing all the gadgets needed to do the task athand or to keep in touch with headquar-ters and customers. When work is com-plete, the Biz Hub is wheeled out again,and the guest pays just for the time used.

By DesignPart of this renaissance to attract the busi-ness traveler has brought innovations inboth design and décor, as well as amenities.

Recently, Hilton introduced ‘RelaxationRooms’ in the new Hilton Arc deTriomphe in Paris and Millennium HiltonBangkok, after extensive research and test-ing at Hilton Munich Park.

Three zones help travelers differenti-ate between work and downtime. TheWork Zone provides a large wrap-arounddesk, ergonomic chair, adjustable lampsand ambient lighting, desk telephone,fax/copier machine, a data connectionand 24-hour high-speed Internet access.The Bathroom Zone features a Hydro-spa bath, scented massage oils, aro-matherapy products, and a second TVfor viewing via the remote while soakingin scents. In the main Relaxation Zone,guests can forget those meeting worriesby curling up in a large lounge chair, lis-tening to a CD, watching TV, or theirown choice of DVD movies.

Executives responsible for closely moni-toring guest trends at Royal Sonestanoticed that more guests were working intheir rooms, rather than eating there. Sowhen 200 rooms at the 400-room RoyalSonesta Hotel Boston were renovated withthe business client in mind, dining tableswere removed. In their place are multi-purpose desks with two Aeron chairs andsix desk-height outlets. The rooms offerfree wireless and high-speed Internetaccess, plus dual-line dataport phones withvoicemail and ISDN capability.

Mexico City’s brand new Crown PlazaHotel de Mexico had the advantage of out-fitting its 310 rooms specifically for today’sbusiness guest. Each room has an in-roombusiness center equipped with a computer,free Internet access, work desk, and tasklighting. The entire property is wireless.

Berlin’s latest Park Plaza Wallstrassetook a tip from its name and went right tothe corporate bottom line—money.Guestroom carpeting resembles a bonanzaof U.S. dollars, wall murals are adoptedfrom financial headlines, and safes arelarge enough for laptops. Among otherniceties is a complimentary daily newspa-per, which it’s safe to assume is The WallStreet Journal.

Business lofts are another step up inhotel plans. Earlier this year, Houston’sHotel Derek introduced six Business Loftsdesigned to resemble home offices ratherthan hotel suites. Adjoining the livingarea is a work alcove with a Texas-sizeddesk to spread those inevitable papers, aDell computer with 19-inch monitor, alaser printer and a business toolbox con-taining scissors, calculator, stapler, andother office necessities. To get those cre-ative juices flowing, the lofts also containbrain-teasing toys such as cards, Etch-a-Sketch, and a putting machine.

The new James Chicago also incorporat-ed media rooms into its 26 Loft Suites.

Work It OutHotels are keenly aware of the businesstravelers’ dedication to exercise and prop-er diet, and they’re getting serious aboutavailability.

Workout Guestrooms in the WestinNew York at Times Square feature all thenecessities to keep up with fitness routines.After a round of heavy meetings, guestscan work out their stress on a ReebokTomahawk XL Indoor Cycle, or a LifeFitness Treadmill. A custom-designed shelfholds Pilates/Yoga and Spinning DVDs,dumbbells, resistance tubing, a stabilityball, yoga mat, and more Reebok workoutequipment. A laminated pocket-size run-ning map details three- and five-mile jog-ging loops near the hotel.

Ideas That Work›› On checkout, Ritz-Carlton guests

can buy “Flight Bites,” preparedmeals in insulated bags.

›› Kor Hotel Group calls it First Class to Go—gourmet food for that flight home.

›› Late arrivals at Hilton Arc deTriomphe find a light minibar,healthy snack pack, and light menu options.

›› Since women represent almost 40percent of all business travelers, this Paris hotel treats women to full-length mirrors, extra skirt hangers, apowerful hair dryer, leading hair careproducts, in-room manicure. Menreceive relevant male perks.

›› Langham Hotel Hong Kong’s pack-age ‘Tailor Made by Langham’ con-tains the ultimate male perk, threecustom-made shirts.

›› Hyatt’s Fast Board kiosks in lobbiesprint boarding passes, change seats,request upgrades.

›› Hyatt loyalty program guests havefree membership in Clear, the pri-vate registered-traveler program.

›› Sheraton is preparing its lobbieswith YahooLink@Sheraton, featuringcomputers and flat-screen TVs sur-rounded by ample seating.

›› W Hotels plans a text messaging service for remote guest/staff communication.

›› Marquis Reforma’s VIP ExecutiveStay package adds 15-minute neck and shoulder massages to other perks.

›› Bangkok’s Marriott and The Conradsupply a Skytrain pass with routemap as a minibar option.

›› Hilton installed upscale MP3-readyclock radios in all rooms. Comingsoon, officials assured, is ‘the mostimportant business traveler amenityof all—Sony Play Stations!’

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At Westin Chicago River North, the NoExcuse Workout rents t-shirts, shorts,socks, and gym shoes, giving guests noexcuse to slough off from daily routines.The hotel’s Workout Fitness Centerboasts a licensed trainer who provideshealth assessments, individualized pro-grams, and fitness regimens for guests tocontinue at home.

Marriott and Hilton went complimenta-ry with workout kits, mats, hand weights,tension bands, yoga balls, and an instruc-tional video. “This is a huge success inCalifornia,” said Laurie Goldstein,spokesperson for Marriott, “but it hasn’tcaught on as well elsewhere.”

Of course, a visit to the spa is a knownremedy for relieving stress. Westin NewYork converted the entire 23rd floor into aspa and fitness center with 13 spa-inspiredguestrooms. While enjoying aromatherapycandles and healthy alternatives from themini bar, the tired guest relaxes in an elec-tronic Shiatsu massage chair. Incidentally,latest figures from the International SpaAssociation disclose that more men thanwomen now use spas.

To Sleep, Perchance to Dream If Hamlet had a room at today’s hotels,he’d have no problem conjuring uppleasant dreams as a result of the infa-mous ‘bed wars’ among major chains.Guests are offered everything from aHeavenly Bed (plus many other names)to an elaborate pillow menu.

Crowne Plaza Hotels & Resorts goesbeyond the bed with its “Sleep Advantage”program. This includes guaranteed wake-up calls, drape clips, quiet-zone floorsSunday through Thursday nights, andother sleep-inducing amenities.

Many hotels now provide sleep kitsthat contain everything from lavendermist to dispel jet lag, and CDs with seasounds, to the more conventional earplugs and masks. But in response to aguest survey, the architectural designteam at Rome Cavalieri Hilton, where 56percent of guests are business people, hasreally solved the jet lag problem and thatneed for a daytime nap.

As tired travelers enter executive floorguestrooms, they swing out an enormousfloor-to-ceiling mirror hinged to the foyerwall. This soundproofs the bedroom sec-tion from any hall noises. One push of abutton on the control panel activates ametal security grate on the window, block-ing daylight completely. In no time, wearyguests are in the arms of Morpheus.

Bottom LineWhat conclusions can be reached afterabsorbing all of these successful innova-tions? And more importantly, how do youknow what will work for you? One positiveway to find out is to listen to your guests.

Lana Dubovik, corporate director ofmarket strategy for Kor Hotels, commentsthat, as an important alternative to tradi-tional Frequent Guest programs, all KorHotels rely on customer preference soft-ware to tell Kor managers what theirguests want.

“We recently introduced online guestcomment cards, which have become over-whelmingly popular as many more guestsparticipate via their preferred communica-tion method. Our hotel managers usethese ‘virtual cards’ as a tool for customerservice interactions, and also as a timelyindicator of any new business travel trends.How important is the ergonomic chair?How often are in-room fax machines used?We learned, for instance, that high-speedInternet and well-lit, adequately sizeddesks are much more in demand thanacquiring a few frequent guest points. Sothat is where we focus.”

As for the bottom line in all this resur-gence, PWC’s Bjorn Hanson makes a veryastute observation. “Beds and other ameni-ties are only half the formula. Any pro-gram or package must be backed up withreliable service. You can’t raise expecta-tions with amenities, then not meet themwith service.” n

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