Future of Hotels by Sabina Huh and Collins Ferebee Analyzing Trend Final

1. The Future of Hotels
Collins Ferebee & Sabina Huh

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

3. 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

4. CNN’s Survey:
* 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
Technology: Example

5. “Hurricane Sandy: Twitter, Facebook Emerge As Portable: 33% of cell phone owners
Lifeline During Disasters Despite Pranks” now access news on their cell
phones.
- International Business Times 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
Technology: Example

6. 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

7. Pew research 2011:
Social Networks
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: Example

8. 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

9. * “The Rise of Gilt Groupe: The Great Recession Fuels the Perfect
Storm” -Frobes 1/02/2012
* 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
* “Millennials are often turning to
* 18% recommend luxury brand purchases through social network flash sales and daily deals to get
sites, reports the Luxury Institute. luxury goods at a bargain.”
-David Bakke, Money Crashers
* “Affluent Millennials are very early adopters of new digital, social Personal Finance.
and mobile technologies. They use these new tools to crowd source
Economy: Example
information from peers even while they are shopping
at retail.” -Forbes10/02/2012

10. Trend
Hotels integrating new
technologies to services
and amenities. (Ex.
digitized lobby, hotel’s
smartphone
applications, free Wifi…)
LobbyFriend application

11. 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.
Facebook pages for business L’Oréal’s Garnier Fructis + Rolling Stone: news
emerging musicians and their styles.

12. Trend
-Multi functional spaces
for collaboration where
different companies
work within the space
to exchange
information and get
feedback. (Ex. Interiors of Dogpatchlabs
Dogpatchlabs “A
Community And
Workspace for
Entrepreneurs.”)

13. 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

14. Trend
Customized Search Engine:
Choosing a Hotel by
‘Experience’ and Neighborhood
Hipmunk
Airbnb: “What king of neighborhood are you looking for?”

15. The Out NYC
Trend
Guests desire niche experiences targeted to their
specialized interest and local culture
Library Hotel NYC

16. 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

17. 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

18. 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

19. 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

20. 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