Skift Report: Winning The Engagement War: Creating The Hotel Of The Future With Ancillaries

Hébergement, Études, International · · Commenter

Hotel ancillaries, often known to travelers and travel businesses as the extra items — like rental cars, hotel room upgrades, spa visits, food delivery, and tours — that are bundled along with their rooms, already play an essential role in the sector’s merchandising, marketing, and revenue considerations. But even though ancillaries have always been an effective strategy to boost sales, they are no longer seen by hotel executives as a mere supplement to other travel products. Today, they are increasingly the main event.

Following the lead of the airline industry, which in 2017 earned an estimated $82 billion worldwide from sales of ancillary products, hotel executives are realizing that they are no longer simply selling access to just rooms and beds. Instead, they are now travel gatekeepers and tastemakers, selling access to a universe of related experiences connected to dining, entertainment, spas, tours and activities, retail, local services, and more. Taking this more expansive view of hospitality offers hotel businesses a variety of business benefits, including increased revenue, a more detailed understanding of the wants and needs of their customers, and an ability to drive more repeat business and create loyal customers.

But in order to capitalize on this vision, hotels will need adjust their current ancillary approach. This will involve a renewed focus on better personalizing the types of ancillary offers they promote to customers, using what they know about guests to deliver more meaningful bundles of products that align with customer needs. It also means they will need to think differently about the hotel’s overall role in the trip planning process. In addition, hotels must extend the concept of the “concierge recommendation” into the digital realm, helping travelers not just while they’re on property, but throughout the entire customer journey. Last but not least, this new approach to ancillaries will necessitate a new approach to loyalty, allowing travelers new opportunities to earn and redeem their points in new ways that help drive true customer satisfaction instead of just accumulating points.

How will hotels achieve this new vision for the future of ancillaries? What consumer trends confirm the potential of this new strategy? And what hotel brands are already finding success with this new approach? Skift and iSeatz will explore all of these questions plus much more, in “Winning the Engagement War: Creating the Hotel of the Future With Ancillaries”.

Full Report

Tags:

Twitter

Nominations

Tourisme Baie-James

Tourisme Baie-James est fier d’annoncer les nominations de madame Joanik Linteau au poste de chargée de projets, accueil et marketing.

Étant à l’emploi de Tourisme Baie-James depuis le 12 décembre 2005 en tant que coordonnatrice du réseau d’accueil, et une ressource partagée pour le compte de Tourisme Eeyou Istchee, madame Joanik Linteau continuera d’assumer un leadership au niveau de la planification et de la mise en œuvre de la stratégie régionale d’accueil et de signalisation. De plus, elle sera en charge du déploiement du plan de commercialisation de la destination d’Eeyou Istchee Baie-James et sera amenée à collaborer sur différentes actions de promotion et de marketing avec le reste de l’équipe marketing.

Nous sommes persuadés qu’elle aura à cœur le développement et la performance de l’organisation et de la région et qu’elle saura se plaire au sein de son nouveau poste.

Madame Linteau travaille à partir des bureaux de Tourisme Baie-James. Vous pouvez la joindre soit par courriel au jlinteau@tourismebaiejames.com ou par téléphone au 418 748-8140, poste 226. 

Voir toutes les nominations