Live debate with
expert panellists during ATM 2018 to examine, reinvented hotel loyalty
programmes, technology and data mining over the next five years
A new approach to
loyalty programmes, smart technology, will define the hospitality industry
landscape to 2022, according to data released ahead of Arabian Travel Market
2018, which takes place at Dubai World Trade Centre from April 22-25.
The predictions, published by Colliers
International, indicate, a rise in ultra-personalised guest services, and
technology-led changes to the physical configuration of hospitality spaces with
new job roles to accommodate these changes.
The trends will be explored at ATM 2018,
during a panel discussion titled The Hotel Landscape of The Future. Chaired by,
Content Inc director, Gemma Greenwood, discussion will span high-tech
hospitality, new hotel concepts and the brands and hotels due to arrive in the
region.
Simon Press, Senior Exhibition Director, ATM,
said: “The trends identified in this report will define innovation and growth
across the regional hospitality landscape in the coming five years. The
findings demonstrate that today’s hotel guests don’t want to be part of the
crowd – they want a unique experience, personalised to their tastes and
expectations and, preferably, in an unexplored, or emerging, destination.
The data predicts eight major global trends
will also play out in the regional market. These are: fresh and communal themed
design; destination experiences; personalised loyalty benefits; “co-everything”
shared spaces; multi-role jobs for hotel associates, empowered by technology; authentic
experiences; data and smart hotels.
While the period 2016 – 2017 saw heightened merger
and acquisition (M&A) activity, the trends predicted for the coming five
years are expected to focus on concepts, design and marketing, as well as associate
job descriptions.
Driving evolution across operations, responsibilities
will merge as associates shift from micro-tasking to multi-tasking,
transitioning to multi-function roles, enabled by technology. As data
applications advance, the traditional “yield manager” could be replaced by data
scientists, who mine and analyse data on consumer behaviour.
Other major predictions include authentic
over obvious luxury, adopting a genuine
and more personalised style, and in-room destination guides offering curated
and branded experiences. The introduction of personalised benefits through
hotel loyalty schemes, will see hotels offering bespoke and personalised
benefits, based on customer buying behaviour.
Press added: “Using the trends of recent
years as a springboard, the hospitality industry will start to pursue new lines
of business in 2018, placing a focus on engagement, with personalised and
bespoke attention now crucial to the luxury experience. “
Olivier Harnisch, Chief Executive Officer of
Emaar Hospitality Group, said: “The predictions on the hospitality landscape
underline the need for the stakeholders to look at existing systems and
processes, and prepare for a highly evolved industry that leverages the newest
tools in digitisation. With enhanced guest experience as the bottom line, we have
already rolled out our digital transformation plan with three key projects that
will reshape the way we serve our guests.”
ATM – considered by industry professionals as
a barometer for the Middle East and North Africa tourism sector, welcomed over
39,000 people to its 2017 event, including 2,661 exhibiting companies, signing
business deals worth more than $2.5 billion over the four days.
Celebrating its 25th year, ATM
2018 will build on the success of this year’s edition, with a host of seminar
sessions looking back over the last 25 years and how the hospitality industry
in the MENA region is expected to shape up over the next 25.
