Hotels used to try to keep guests indoors at their bars, restaurants and spas.
Now they’re dragging them outside.
Hotels are taking their concierge role to a new level, offering tailored experiences that expose guests to the history, foods and attractions of the community surrounding them. The experiences are often exclusive. Sometimes they’re free, but most often, they’re not.
The more expensive they are, the more elaborate they become, such as the $10,000 “Bucket List” experience offered by The Ritz-Carlton, Charlotte which is available to one guest at a time. The experience changes once it is sold. In April, it will include four floor seats to an NBA Charlotte Bobcats game, a player meet and greet, two nights in a suite, and a few meals. The full amount goes to a local charity.
Chekitan Dev, an associate professor of marketing and branding at Cornell University’s School of Hotel Administration and author of Hospitality Branding, says it is an extension of the pre-recession amenity wars. Now that the economy is getting better, hotel guests value experiences more than they do “stuff.”
“Travelers faced a dizzying array of amenities on the bathroom vanity,” he says. “Housekeepers had to keep the items stocked, and hotel owners faced bigger bills … Research that suggests people value experiences more than they value stuff has led many brands to rework their amenities that’s less about stuff and more about high value unique experiences coupled with exclusive access.” Read more
Published in: http://ehotelier.com
By: Nancy Trejos