Now as consumer confidence and appetite for travel steadily grows, how will the return of corporate travel grow with it? To prepare for the future, hoteliers and their sales teams must first accept the reality that today’s remote work culture will change traditional business travel moving forward.
Business has been a noticeable and sorely missed reason for travel since the onset of the pandemic. Leisure has largely driven industry recovery in 2021, but that could soon shift, as 50% of people in anew Amadeus survey say they planned for businessrequiring a flightthisyear.
I’m one of the lucky people that got to hit the road again this fall,when IattendedHITEC North America in Dallas, TX.Itwas a wonderful chance toconnect withcolleagues and customers face to face again. The excitement of travel and making in-person connections will never get old, and this first majorhospitality technologyevent in the US since COVID-19 was a great way for me to restartmybusiness travel.
The pandemic has been a long road for hoteliersas well, especiallyforthe properties dependent on selling corporate volume contracts orhostinggroups in theirmeeting and eventspace.In fact,33% of global hoteliers saylack of business travel has been the single biggest problem they have faced during COVID-19.Many have had to tirelessly pivot business strategies tocapture demandfrom differentaudiences than they are used to.
Now as consumer confidence and appetite for travelsteadilygrows, how will the return of corporate travel grow with it?To prepare for the future, hoteliers and their sales teams must first accept the reality that today's remote work culturewill change traditional business travel moving forward.Now is the time for hotels toconsider new trends, adjust their approach,andrefocus their efforts.
Here are three wayshotels canbetterserve the “new” business traveler:
Hotels as the new office
According toPWC 2021's report , companiesareseriously reconsidering the role of the office.Sixty-one percentof executives are planning to consolidateoffice space and 31% of executives believe they’ll need less total office space as a result of remotework.
This presents a unique opportunity for hotelsto becomea preferredlocation to host meetups for remote teams.Properties canalsoaccommodatelocal businesses that have foregone offices but still require a physical spacefor employeesto meet clients for impromptu meetings.Including food and beverageoptions for thesetypes ofgatherings isabonus for the customer and an additional revenue stream for the hotel.
As businesses begin toshrinktheir physical footprint,their employeesstillneed a quietplaceto work. Over the past year, I saw hotelsmarketand sellguestrooms orturnpublic areasintooffice space.In creating these work-from-hotel spaces,theycantarget out-of-towners, digital nomads and evenlocal entrepreneurs whomay be hesitantto invest in leasingan office.This pivot will have great value as businesses continue to prioritizesaving a few dollars on propertyinvestmentsand as remote individuals desire a change of scenery.
Accommodating“bleisure”2.0
With manyemployeesblendingbusiness travel with leisure,it’s clearwe are moving to a new era of possibilities. In response to the pandemic,15% of global hoteliers pivoted their operations to offer “bleisure” or “work, stay, play” packages to individuals to drive demand.Hoteliers can go the extramile and tap intopeak seasons with their offerings. For example, hotels can hone in on summer“bleisure”packages that catertocorporatetravelers withyoungschool-agedchildrenwhocan onlyextend worktripsduring schoolvacations.
Consider how tobuild offerings that entice travelers to extend their work trip through the week or even work remotely during the dayandenjoythe hotelamenitiesin theevenings.This newfound flexibility creates an opportunity for upselling experiences tobleisuretravelers.For example,hotels canoffer discounts to enjoy the restaurant or spa.If your property is agolfresort,upsell a golfouting or an excursion with a local tour partner. Hotelscan market additionalservices oramenities topersonalize the guest experience and encourage them to stayat the property longer with the upside of additional revenue opportunities for the hotel.
Hybrid events are here to stay
The pandemic has opened the door to not only a new wayofworkingbut also a new way to host meetings. Evenas in-personevents and conferences are returning, there isstill a demand for hybridsolutionsto bridge the gap.
AnApril 2021 survey from North Star Meeting Group shows 54% of meeting planners are planning hybrid events, and the growing viability of telecommunications technology and changing norms around business travel are likely to further the trend.Hotels will need to go beyondWifiand AV and invest in technology needed to supporta new type ofdemand.
As group business begins to return, many properties are finding that group size is much smaller thanmay have previously been booked.Withtheincreased volume of smaller events and fewer staff membersrespondingto the group requests,automation is key toreducingthe burden on sales teams. Our recentlyexpanded partnership with CventdeliversInstantBookcapabilities,allowinghotels usingAmadeus Sales & Event Management the ability todefine business rulesthat enablesmall meetings and eventsto be bookeddirectly online, without the need for a lengthy RFP process.
Today’splannersexpectexpanded opportunities for digital interactionwithout additional barriers.For properties that invest in new technology, itcan help support their strategy to growthis segment of their hotel business.
Shaping the future of business and hospitality
As business travel beginsto re-emergewith a new look and feel, hotels can capitalize ontheopportunity toexpand and grow.Demand may fluctuateandtrends may continue to shift, but hoteldecisionmakers willneedto keep their ear to the ground andanticipatetheneedsof organizations and individual business travelers.
The highly anticipated“new normal”is establishing a new set of consumer expectations for which hotels need to prepare.Amadeus stands ready tohelp hoteliers manage the presentdemandsandplan for the future– onebusiness need andguest at a time.
For moreinsight and guidance for selling in this new era of hospitality, downloadoureBook "Rebuilding Hospitality: Sales ".
TO TOP