Next month I'll be attending the Boutique Hotel Investment Conference by BLLA for the first time, and I can't wait to physically be surrounded by such creative individuals.
Here at Hotel News Now, each reporter naturally gravitates toward a segment of the industry more than another.
The piece of the pie that I have a soft spot for and hold very near and dear to my heart is boutique, lifestyle and independent hotels. Embodying a spirit like no other, boutique hoteliers are some of the most dedicated and gritty pioneers in this industry that I know — especially the true independent owner types.
As we gear up for what could be the GSOAT (Greatest Summer of All Time) when it comes to leisure travel demand, I'd like to take a trip down memory lane of past articles HNN has published. I'll highlight some of the many acts of service that these specific hoteliers excel at, which I think the entire industry could glean from.
A People-First, Community Mindset
Anytime I have the chance to speak with a boutique hotelier, the conversation without fail always turns to talking about the importance of community.
And I love that.
We know the wants and needs of travelers continue to evolve each day, and it's my belief that after more than two years of practicing isolation and social distancing, more and more people will be yearning for the days of close human connection again — and yes that includes while traveling — as restrictions ease layer by layer again.
The common theme I hear from boutique hoteliers is they want nothing more than to have their properties be an extension of the communities they are in. Think of the community as the torso and the hotel as an arm; that's how I picture it at least.
Whether it's through on-property programming that blends locals and hotel guests together, using local vendors to supply goods at the property or staffing the hotel with neighborhood experts, boutique hoteliers do a darn fabulous job at executing these creative endeavors.
Speaking during a 2021 online Boutique Lifestyle Leadership Conference by BLLA, Sergio Maclean, principal owner of hospitality management and consulting firm Mac&LO, said boutique hoteliers must not lose sight that their properties are a gateway to the communities they are in.
I think that should ring true for branded hotels as well. So how can that be done? Keying in on local partnerships is one way.
Caroline Dyal, vice president of operations at Pivot Hotels & Resorts, said the key to local partnerships is staying fluid and curious as opportunities emerge.
Jason Bass, director of culture and impact at Maryland-based Revival Baltimore, was selected for the one-of-a-kind role in part due to his hands-on, down-to-earth community-centric personality. In February, he and his team held a series of community-based events on property, including an HBO documentary viewing party, as a way for locals to congregate during Black History Month.
The hotel also partners with local minority-owned vendors, who provide the property with sustainable toilet paper and feminine products.
And then there's Hotel Zena in Washington, D.C., which is known for being a cultural hub within its community by celebrating diversity and gender equality. In the past, the property has hosted events for Women's History Month and Black History Month, showcasing local artists, makers and businesses, to bring the community together.
From what I've seen, these hoteliers are operating more than just a physical building with beds to rest sleepy heads. It's lifestyle, it's a gathering place, it's a sense of belonging.
Attention to Detail
"Surprise and delight." Raise a hand if you've marked that on your hospitality bingo card in the past few years, right next to "cautious optimism." We joke about fun sayings like that, but the hotels that truly do go above and beyond for their guests have a major leg up against competition.
Here are a couple of examples.
Last summer, the independent Hotel Casa del Mar in Santa Monica, California, created on-property experiences geared toward catching up on birthdays and other special occasions that families might have missed during the pandemic.
I think that highlights the empathy and attention to detail that this property's team has for families who sacrificed memorable moments for health and safety.
It's very possible families specifically chose to stay at that hotel instead of one down the road because of the programming it created and offered.
At one of The Indigo Road's small-room-count boutique proprieties, a young man checked in and shared with the team that he'd be proposing to his girlfriend while on the their trip.
Staff then took it upon themselves to show the young man around the property, point out a perfect spot for the proposal, and help him plan the moment.
I have no doubt that couple still remembers the time, care and effort the Skyline Lodge's team took to make sure their stay was extra noteworthy. That's exactly what hoteliers should want to do, make a stay memorable enough that the guest becomes a loyal customer.
Unfortunately, we know that several properties — in many cases at no fault of their own — have become short-staffed during the pandemic, which has made executing personalization even more difficult.
We're hearing that guests will start wanting that same pre-pandemic level of service again, so it's my hope that all hotel types — small, large, branded and independent — can get back to that level of service this summer and cultivate more staff-to-guest relationships.
I'll be excited to share with you all the new takeaways I learn next month at the BLLA conference.
In the meantime, how is your property gearing up to welcome guests this summer? Will you take a people-first, community-centric approach or create memorable programming?
Let me know via Email, Twitter or connect with me on LinkedIn.
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