future hotel

7/31/2019 Future Hotel

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Future HotelHungarian Hotel Association

Mag. Susanne Kraus-WinklerHeviz 11. Mai 2012

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Data from the GermanTRAVEL ANALYSIS 2012


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Means of Transport for Holiday Trips 1954-2011

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Duration of holidays

Quelle: Deutsche Reiseanalyse 2012


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Seasonality of Short Trips & Main Vacation Trips

Quelle: Deutsche Reiseanalyse 2012

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Hotel der ZukunftService- und Partnerplattform 2012


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A lot of new influences for hotels?

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Total Confusion?Who knows our guests

expectations nowadays?How can we define target

groups in the future ?What are the new trend areas ?

8 Quelle: WKO Hotel der Zukunft 2

Our guests


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1. LEISURE & WORKin transition 2. A new understanding of LUXURY 3. SELFNESS& individualisation

4. Hotels are DESTINATIONS 5. Vacation 2.0 starts in the DIGITAL WORLD 6. NICHESas the key for success for hotels

6 Theses

Quelle: WKO Hotel der Zukunft 2

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Our guests: New generation of Creative Tourists

High level of education Opinion leader Manyfold interests also beside the mainstream Individual fulfilment

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Our guests: New consumer values New Luxury

Higher quality of life.. Inspiration (Ambience, Hotel-Community) Authenticity Privacy Sustainability & Green Lifestyle Convenience

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Flexibel transition zones - Hotel Q, Berlin


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Our guests: Its all about creating new communities

Community being connected

12 Quelle: WKO Hotel der Zukunft 2


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Our guests: How much sustainability do they want ?

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Ecological

EconomicalSocialPartizipation in theregional processes anddevelopments

War for talent Care for talent

Ethic, social structures & tradition

Purchasing of regional products Renewable energies

Waste reduction / recovery

Energy saving (LED-Lights, etc.)

Our guests: Demographic ChangeThe age group 60 will grow around 10 % between 2010-2030

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Same age same interests?

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Hotels became private living places . to inspire me to be part and create communities to be active OR reactivating places to stay in touch with myself for my new learning experiences ONLINE or OFFLINE

A PLACE TO BEand no longer only a place to stay and sleep



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New dimension of travel

Where do I want to travel to ?

What kind of experiencescan I discover there ?

has to fit to the New Individuality


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More themed hotels


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Architecture, Desing, Ambiancemore important than ever before ..

Design Themed Classic

... but the design has to fit to my client !

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New lodging formats example smart private livingin holiday villages with huts

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K-STAR Hotel Hamburg(Opening2013)Urban Design Hotel with 167 rooms

and 8 suitesGreen building, LEED certificateSpectacular architektur (withPassiv-

Energie-Technique)

Lightingsystem throughits ownsolarenergieWind turbinesproducemost of the

energy needed

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Quelle: www.lheg.com

New urban design & sustainability

2222 Quelle: www.starwoodhotels.com

aLoft by Starwoodaverage roomsize ca. 24m

(Upscale)Self Check-in TerminalSelf-Service Gastronomy-

concept (re:fuel)w xyz bar openLobby area

with private lounge atmosphreIn Europe 2 Hotels

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New urban design & sustainability


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2323 Quelle: www.accor.com

all seasons by AccorEconomy-plus-categoryRoom size 21 -24 mSpecial feel good atmosphere in

all public area

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New urban budget concept

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Budget BoutiquehotelcitizenMSelf check-in service at Touch

Screen TerminalsLobby as very functional

driven individual loungecanteenM 24-hour Lobby

Minibar with cold and warmsnacks. In the evening withCocktails, Champagne and Beer

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Quelle: www.citizienm.com

New urban budget boutique hotel


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Niche hotels

LOISIUM Wine & SpaResorts ( 2 hotels )Category: 4 Star Superior84 & 105 RoomsLangenlois Kamptal / N / ASoutStyria / A

www.loisium.comWine Spa & Wellness,Vinothek,, Wine World, WineBar, Gouremt Restaurant,Vinyardsfor individualexperiences, conferencecenter.

Quelle: www.loisium.com

Location and price are no longer the differentiationcriteria no more-of-the-same hotels - Positioning !!

26 Quelle: Hilton Vienna


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Hotels are DESTINATIONS.

Its all about the place, how can I get inspired there, how can I find out about myself there, Hotels are plattforms for emotions ! Its the quality of experiences in our hotels that count !

NEW OFFERS & PROGRAMS


Its about emotional programs

Quelle: www.loisium.com


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Its about Neighborhood Integration

29 Quelle: www.cosmo-hotel.de

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Room Food Style in perfect harmony



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Future Health Relaxation as an intimate orchestration joy escape 3 steps for health offers today

1. health for a better life ( presonal functionality )2. Well Fitness phase3. Creative Health or beeing healthy for happyness

Future Health = new health offers with SELFNESS focus !!!

High grade of differentiation of all Wellness offers Soft health Wellfeeling & enjoyment Work & Chill Offers for the creative class Bringing privacy to our Spas but main focus now on growth of my inner self


HOTEL

SELFAWARENESS

Selfness

TRAININGFitness

THERAPYMedicine

TREATMENTMedical Wellness

RELAXATIONWellness

Hotels have to decide to what extend they want to get involved.



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Future Health

Lanser HofCategorie: 4 Star Superior62 RoomsLansnear Innsbruck, Awww.lanserhof.atMedical Wellness: VitalAging, Detox, Mind andMental Health, EstheticMedicine

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Quelle: Lanser Hof

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The DIGITAL WORLD 2010 90 billion online revenue from travel 31 % of all accomodation bookings were done ONLINE In A 44,6 % of those bookings were done by agers between 55 to 64But there is a gap between the WWW and the Internet !!

51 % use Peer-to-Peer contacts or video downloads only 20 % if the time is used for surfing homepagesDramatic change of behaviour !!

Information needed within seconds Mobile Internet = communciation, information, real time & playful



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Digitainment.


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Digital world and its users have to be understoodsoroughly and are a driving force in our business

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Our guests: Need for new types of segmentation

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New Lifestyle formats

Quelle: www.zukunfstinstitut.de

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Using the E-Milieusas a qualitative target group model

Quelle: www.harrisinteractive.de


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Positioning and Profiling is a must!

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What is my hotels profile and position ???

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FUTURE SUCCESS..

Differentiation & experiences need strongindividual hotel concepts

Emotionsells Niches are often the right answer

Product development as an ongoingprocess Know & understand myguests better than ever before Understanding the digitalworld and new lifestyles Transparancy is increasing ( feedback community ) Managingchange is the key for success


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Thank you very muchfor your kind attentionSusanne Kraus Winkler

www.hotelderzukunft.atwww.kohl.atwww.loisium.com

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Die 4 Geschftsfelder von Kohl & Partner

Hotellerie & Gastronomie Destinationsentwicklung

Touristische Infrastruktur Seminare & Trainings

Bilderquelle: Kohl & Partner


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Wer wir sind

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Unabhngiges und internationalttiges Beratungsunternehmen,spezialisiert auf die Hotel- undTourismuswirtschaft

Fhrendes Tourismusberatungs-unternehmen in sterreich mitmehr als 30 Jahren Erfahrung

12 Bros in neun Lndern(sterreich, Deutschland, Schweiz, Italien,Ungarn, Rumnien, Bulgarien,Mazedonien und Albanien)

Internationales Team von ber40 Experten

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Ansprechpartner Kohl & Partner Wien

Mag.FH Martin SchafferGeschftsfhrender GesellschafterKohl & Partner WienWallnerstrae 31010 Wien, AUSTRIATel.: 0043 (0)1 5326335-24E-Mail: [email protected]

Kurzer LebenslaufStudium am Fachhochschulstudiengang frTourismus-Management MODUL in Wien. Nachdem Studium zwei Jahre bei Austrian Airlinessowie zwei Jahre als Senior Consultant bei derSynGroup Unternehmensberatung.Seit 2005 bei Kohl & Partner.

Mag. Susanne Kraus-WinklerSenior PartnerKohl & Partner Wien

Wallnerstrae 31010 Wien, AUSTRIATel.: 0043 (0)1 5326335-0E-Mail: [email protected]

Kurzer LebenslaufStudium der Betriebswirtschaft an derWirtschaftsuniversitt Wien. Langjhrigeerfolgreiche Unternehmerin in dersterreichischen Hotellerie und Gastronomie.Zahlreiche Management-, Restrukturierungs- undBeratungsprojekte in der Hotellerie und in dertouristischen Projektentwicklung in sterreich,sowie in den Mittel- und OsteuropischenLndern.Seit Jnner 2002 Senior Partnerin bei Kohl &Partner

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