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1、GLOBETRENDER 1Independent Hotel Trends 2024-2026GLOBETRENDERTM GLOBETRENDER 2IntroductionWelcome to Globetrenders Independent Hotel Trends 2024 report,published in October 2023,and co-authored by Hannah Ralph.In this forecast Globetrender has identified ten key trends that present revenue-generating
2、 opportunities for independent hotels entering the next phase of their journey.Whether a hotel has been handed down from generation-to-generation or is a disruptive new upstart,it is essential to understand the shifting expectations of todays global travellers and translate these into actionable str
3、ategies.Among the trends we explore are Co-working Communities,Cultural Encounters,Low-Impact Operations,Experiential Retail and Micro Chains.We also look at how Joyful Design is bringing colour to interiors;why Locavore Sourcing is vital to sustainability;and how Personalised Curation is key to rep
4、eat bookings.In an ever-evolving landscape of travel and hospitality,independent hotels have emerged as a dynamic force that is redefining the very essence of the guest experience.These boutique establishments,often family-owned or managed by passionate entrepreneurs,are breaking away from the cooki
5、e-cutter mould of chain hotels,offering travellers distinct,memorable stays with a strong sense of place.In an era characterised by rapid technological advancements,shifting consumer preferences,and the revival of a more conscious and experiential approach to travel,forward-looking independent hotel
6、s are embracing change with open arms.They are not merely adapting to new paradigms but actively shaping them.Designed as a compass for individual hoteliers,developers and other industry stakeholders,this report provides practical insights into the trend leaders you need know about and what you can
7、learn from them.With major brands expanding rapidly through new openings,acquisitions and mergers,it becomes harder and harder for independent hotels to gain cut-through in a crowded marketplace.However,word-of-mouth recommendations and the power of social media can go a long way in boosting hotel b
8、ookings,even without the might of a branded collection or chain behind them.With corporate Goliaths unable to act fast or nimbly,independent hotels have the advantage when it comes to experimenting with ambitious sustainability initiatives,bringing new concepts into the world or building genuine rel
9、ationships with guests in an age of mass tourism.Globetrender has produced this report as a thought-starter for independent hoteliers who are either planning to launch new openings,rebrand,renovate or expand their footprint.If you would like bespoke guidance on how to react to these trends,please do
10、 get in touch with Globetrender directly to book a consultation session.Wed be delighted to offer you a one-off one-hour video call for 250 using code“lifestyle”when you book.Just email .For regular analysis of emerging travel trends,subscribe to our VOLT newsletter: Southan Editor,Founder,CEOGlobet
11、renderGLOBETRENDER 3Use code“lifestyle”to secure a 250 video call with Globetrender founder Jenny Southan.Email:Independent hotel consultancy:future-proof your business strategyGLOBETRENDERTM GLOBETRENDER 4Design by Ben SouthanGLOBETRENDER IS THE UKS LEADING TRAVEL TREND FORECASTING AGENCY AND ONLIN
12、E MAGAZINE DEDICATED TO THE FUTURE OF TRAVEL.Founded by Jenny Southan,Globetrender delivers cutting-edge insights into how people will be travelling in the 21st century,giving professionals the knowledge they need to future-proof their businesses.Globetrenders trend reports are read by thousands of
13、travel industry professionals,as well as executives from a wide-variety of multinational corporations looking for insights into the future of travel and consumer behaviour.Globetrender also publishes two newsletters free weekly innovation briefings and a premium product called VOLT,which explores em
14、erging travel trends in depth on a weekly basis.Consulting and trend-based strategy is central to Globetrenders offering.Jenny is also available to book for public speaking engagements including webinars,talks,live broadcasts,workshops,panels,conferences and conventions.Jenny Southan Editor,founder&
15、CEOJenny has 15 years of experience working as an award-winning travel journalist,with ten years as features editor of Business Traveller magazine a job that enabled her to travel the world.In addition to running Globetrender,she freelances for titles such as Cond Nast Traveller,The Telegraph and Mr
16、 Porter,and is a regular travel commentator for BBC Radio.Contact:We believe the future is knowableAbout GlobetrenderGLOBETRENDER 5ANALYSIS&TREND FORECASTINGEMAIL JENNYGLOBETRENDER.COM FOR BESPOKE CONSULTING ON THE FUTURE OF TRAVELMethodologyWe always consider how the life cycle of a trend moves fro
17、m the innovators that trigger them on the minority fringes to the early adopters,early majority,late majority and,finally,the laggards.When searching for trends,we apply the“three times”rule.A one-time occurrence is an anomaly,twice is a coincidence and three times is a trend,worthy of further explo
18、ration.The identification and naming of trends is based on IOI:Intuition,Observation and Investigation.This is both a creative and academic process.For every“micro”trend,we also consider the“macro”trends that represent the wider cultural shifts in consumer desires,motivations,values and behaviours a
19、round the world.These are based on STEEP Social,Technological,Economic,Environmental and Political forces.Innovation is at the root of every trend,so we are always looking at what is new and disruptive.Just like news reporters,we ask the questions“who”,“what”,“where”,“why”and“when?”but like investig
20、ative journalists,we then dive much deeper.By discovering multiple examples of a trend,conducting desk and field-based research,interviewing insiders and producing case studies,“qualitative”proof of it is generated.At Globetrender,we rely on our unique access to travel industry experts and ongoing c
21、onsumer observation to remain ahead of the curve.AT GLOBETRENDER,WE FOCUS ON QUALITATIVE RESEARCH UNDERPINNED BY QUANTITATIVE DATA.GLOBETRENDER 6TREND 4.13 LOW-IMPACT OPERATIONSTREND 5.15 WELLNESS BOOSTINGTREND 6.17 LOCAVORE SOURCINGTREND 1 .07 CO-WORKING COMMUNITIESTREND 2.09 PERSONALISED CURATIONT
22、REND 3.11 CULTURAL ENCOUNTERSContentsTREND 7 .19 JOYFUL DESIGNTREND 8 .21 EXPERIENTIAL RETAILTREND 9.23 MICRO CHAINSTREND 10.25 BIG BRAND TAKEOVERSGLOBETRENDER 7Tapping into the rise in digital nomadism,independent hotels are investing in inviting day-use communal spaces for remote workersCo-working
23、CommunitiesGLOBETRENDER 8Although many major companies are demanding a full return to the office from 2024,we are now living in the age of the entrepreneur,which means its not uncommon to meet people working on side hustles or at the very least dreaming of starting their own business,if they havent
24、already left their full-time job to branch out on their own.In the UK,there are now 4.3 million self-employed people thats 64,000 more than in summer 2022.For many people,remote working at least part time is now the optimum way of operating.A recent study by self-employment specialist MBO Partners r
25、evealed that 72 million US citizens are planning to become digital nomads over the next two to three years.This means there is a huge opportunity for independent hotels to create Co-working Communities for both locals and travellers,where they combine productivity with downtime.As life and work beco
26、mes increasingly blended,creating inviting spaces within hotels for people to get their laptops out is a great way of enticing a younger demographic of travelling professionals.One of the easiest co-working implementations is day-use communal spaces youll notice 100 Shoreditch cleverly held on to th
27、e long,lobby-based co-working table from its Ace predecessor in Londons East End.The Hoxton group lobbies have long-held a gravitational pull for nomadic workers:“the unofficial workspace-of-choice for laptop warriors since 2006,”says the brand.Locke Hotels,CitizenM,Mama Shelter(and more)have all ma
28、de revenue-generators out of their lobbies thanks,namely,to high-margin coffee sales.Ruby Workspaces now operate at five of the Ruby brands 16 European hotels.They offer a private office,dedicated desk or“flex desk”option via day passes and longer-term subscriptions.Perks include bottomless barista
29、coffee,bookable meeting rooms,a 15%discount on stays and a printing allowance.Its a similar model at Working From_ by the Hoxton,which has the addition of a“Side Hustler”membership providing evening and weekend access to its co-working spaces.While Rubys CEO Michael Struck has called its workspaces
30、a“complementary element”to overnight stays,many indie hotels are pivoting to making remote work the focal point.Trendy lifestyle chain Selina says its“custom-built for todays nomadic traveller”,providing guests with a“global infrastructure to travel and work abroad seamlessly”.The global brand annou
31、nced co-working spaces in both its Camden and Brighton outposts this summer.Then there is the Social Hub co-working hotel chain,which has 16 properties in Europe and further openings coming up in San Sebastian,Glasgow,Rome,Florence,Porto and Lisbon.But its not enough to merely offer the apparatus a
32、few thematic additions tend to follow.The UKs Birch,with its artistically-inclined members club model for locals,demonstrates three of the most common in that it a)brands itself as a“community”,b)promotes an on-site rotation of social and cultural events,and c)leads a gentle wellness programme.The o
33、pening of a second property earlier this year is enough indication that the model worked the first time around.The future of the trend may manifest in independent hotels offering longer stays.The success of aparthotels can be seen in ever-expanding brands such as Roost,an“extended-stay concept hotel
34、”group with five properties in the US,and Zoku,“a new kind of business hotel”,which designed its European lofts as home-office hybrids the kitchen table providing the focal point.Eaton Workshops(currently in Hong Kong and Washington DC)follows in the jet stream of Soho House with its“House”brand for
35、 remote creatives who want to make a cultural impact.Then there is Stamba,a Design Hotel in Tbilisi,which has“D Block”two floors of workspace thats going as far as to call itself an“incubator”for start-ups.Co-working CommunitiesThe Social Hub Amsterdam/ZokuGLOBETRENDER 9PersonalisedCurationIndepende
36、nt hotels often have the advantage of a smaller pool of guests,and staff who can pre-emptively tailor in-room amenities to travellers needs and desires The ComodoGLOBETRENDER 10Although independent hotels dont have access to customer data via giant loyalty schemes or AI profiling,they do have the ad
37、vantage of a small pool of guests staying atany one time,and staff who can,if briefed,begin to tailor the hotel experience to any one guests particular needs or preferences.This is Personalised Curation,and soon it may be an expectation rather than a nicety.Research by Accenture proves that 91%of pe
38、ople are more likely to choose“brands who recognise,remember,and provide them with relevant offers and recommendations”.This extends to the hotel experience in myriad ways,and can start as early as asking your customer to tailor their email preferences do they want to hear about events,or offers,or
39、both?And dont underestimate the power of a check-in email no longer merely an administrative necessity but a chance to learn something about your guest ahead of arrival.Preferred check-in and check-out times are a brilliant place to start,as are allergies.Is your guest vegan?Well,you might want to a
40、dapt your minibar offering,or have a vegan menu on hand.An exclusive-hire country house hotel in Leicester,Keythorpe Hall personalises every stay.As owner Barbara van Teeffelen tells Globetrender:“The menu is created following a conversation with our head chef Bent Varming.Guests then have a convers
41、ation with Bert Blaize,our wine concierge,about the drinks they like,the occasion and their budget.Once the guests are happy with this we buy the wine in especially for their stay.”Its the same principle for the itinerary.The estate can whip up almost anything a guest may desire from falconry to but
42、chery,flower arranging to bespoke gin making.Around the world,hotels are increasing their personalisation efforts to positive effect enhanced brand preference,increased loyalty and retention,plus increased sales.Hotel Le Coucou,Meribel,has seen all three from simply giving guests a choice of pillow(
43、feather,down,soft,firm)and duvets to suit their personal preferences;in winter,theyll even monogram your skis.“A textbook greeting will no longer do,especially within the luxury five-star market,”says the Hari hotel in Londons general manager Andrew Coney.“Prior to a guests arrival we do some resear
44、ch into them,whether on social media or a company website,for example.”This is all public information Coneys keen to note.“We then create an experience around their interests,hobbies and passions or perhaps why theyve come to London.This could be in the form of an in-room amenity;weve found out that
45、 one of the children in the family is a big Harry Potter fan and have placed a wand in the room with a list of spells that each member of the team knows how to act out.”Following its refurb reveal earlier this year,Santa Monicas Georgian hotel now requests personal preferences from guests prior to a
46、rrival in order to funnel that data into one Bar Splendido a floor-to-ceiling minibar in all 23 rooms with buttons for champagne(a vintage cart will pull up to your suite),Book Club(a trolley of carefully selected books)and the Usual which delivers the guests personal favourites,as outlined before a
47、rrival anything from an exacting martini to a specific magazine or newspaper.Personalised CurationAccor Le Splendid Hotel Lac DAnnecy/SusafaGLOBETRENDER 11Beyond the confines of the property,guests are looking to leverage the knowledge and expertise of hoteliers to gain access to unique and memorabl
48、e experiences in the vicinity Cultural EncountersBhutan Spirit SanctuaryGLOBETRENDER 12“Travellers want authentic experiences that give them a taste of local culture and let them explore hidden gems that friends back home dont know about and they want the money they spend on vacation to support the
49、local community,”so summarised the 2023 Global Travel Trends Report from American Express Travel.According to a recent study by GetYourGuide,95%of travellers prefer to spend at least part of their trip on new and unique experiences.Its head of brand US,Caroline Berger,remarked:“Todays leisure travel
50、lers are seeking one-of-a-kind experiences that highlight destinations through an authentic lens.”Souvenirs are no longer fridge magnets,but intimate workshops,behind-the-scenes tours and memorable moments with local guides.Some hotels are,in this way,brilliantly conflating culture and community tak
51、e the Anopura,an hours drive north-east of Jaipur.In 2024,a roster of new offerings will include pottery workshops and classes in the ancient art of block printing,as run by local women from the neighbouring village.Indigenous tourism experiences act in a similar vein promoting immersive,often mind-
52、expanding experiences for the tourist,and revenue for the provider.In the case of Indigenous tourism across the likes of British Columbia,Canada and Western Australia,the money generated from tourism can be funnelled directly back into legal battles that First Nations groups are experiencing to recl
53、aim their lands.Hotels are uniquely placed to make a hero of their destination and so helping guests forge memories with cultural buy-in could be the difference between a one-time visitor and loyal fan.A lot of it comes down to what the front desk will do for you,and what you encourage guests to get
54、 out of the service.At La Gemma,Florence,the front desk will organise private visits to local perfumeries or ateliers,arrange farmhouse cooking classes,and even a helicopter ride over the city,should you only ask.The Chatwal Lodge in Upstate New York,meanwhile,has teamed up with local experts to off
55、er a stargazing adventure with the president of the Catskills Astronomy Club,a two-hour twitcher tour by the local Sullivan County birdwatching society,and even VIP access to the site of the 1969 Woodstock festival the Pavilion outdoor concert hall at Bethel Woods.Gastronomy is a huge area of cultur
56、al interest,and hotels with foodie heritage can easily capitalise.The Udon House,in Japans Kagawa Prefecture,puts on udon noodle workshops run by Japanese masters to both keep the art of udon alive for future generations,and bring tourism to this smaller prefecture.The Shoals,a new“boatel”in Long Is
57、land,has an on-site oyster business and gives guests the chance to see the operation in action,learning how the floating nursery and hatchery works,and how to shuck oysters.Theyll finish the experience with a tasting by the Shoals own food truck.A luxury brand excelling in Cultural Encounters is Roc
58、co Forte.At the Balmoral hotel,guests can try their hand at tartan design,or scent making with a resident“Scent Butler”from Kingdom Scotland Scotlands first fragrance house.Recently,private“urban art”tours have been added to the list at its Munich and Berlin outposts.It has perfected,too,the art of
59、the takeaway:at Rocco Fortes Masseria Torre Maizza in Puglia,guests can meet fashion designers from the house of Rossorame in their own atelier,as well as craft a leather bag to take home.Come check-out,guests will have become cultural custodians in their own right.Cultural EncountersChristchurch tr
60、amGLOBETRENDER 13Independent hotels have the advantage of testing out and implementing new sustainability systems that big brands would not have the agility to executeLow-impact OperationsOp OostGLOBETRENDER 14If theres one non-negotiable trend in this report,its this.The International Tourism Partn
61、ership says the hotel industry must reduce its carbon emissions by 66%by 2030,and 90%by 2050(as compared to 2010 levels)to comply with the Paris Agreement climate change negotiations agreed at COP21.Carbon neutral strategies that were once the talk of the town are quickly becoming overshadowed by ne
62、t-positive strategies.Its no longer about leaving the planet unvarnished,its about attempting to leave the planet better than it was previously.A 2023 B report saw 76%of travellers express a desire to travel more sustainably this year.It showed a pick-up in environmentally-conscious habits(67%turn o
63、ff hotel air-con when not in use and 60%reuse towels with a 29%and 22%leap respectively from the 2022 report).But the focus is not so much on the guest as it is on the property and now the former can sniff out“greenwashing”with a keener nose than ever before.B Corp certification is the highest accre
64、ditation for socially and environmentally aware companies and,so far,few hotels have managed to earn it.In 2021,Exclusive Collection became the first group in the UK to do so.Its managing director,Danny Pecorelli,called it a“rewarding process”and that he was proud to spread the word that business is
65、“as much about people and planet as it is about profit”.So far just 54 hotels and hospitality brands have earned B Corp status.Could you be next?Inhabit Hotels lays claim to one of Londons few B Corp hotels,Inhabit Southwick Street its second property,Inhabit Queens Gardens,will likely follow suit.A
66、ccreditation demands more than renewable energy and recycling bins,though:Southwick Street collaborates with social enterprises such as London-based workshop Goldfinger,which produces furniture and educates disadvantaged young people on woodwork;promotes cruelty-free,locally-sourced in-room products
67、 and menus;and even offers mindfulness training for staff.Hotels need to think about and implement a wide array of sustainable practices to even begin to qualify.Such practices include,but are not limited to:solar integration,locally-sourced amenities,food waste reduction initiatives,biophilic desig
68、n,energy-efficient lighting,water conservation systems,sustainable building materials and more from the worlds of social enterprise,culture and wellness.Increasingly,hotel brands are creating sub-collections to celebrate the hotels that try:ie.Small Luxury Hotels of the Worlds Considerate Collection
69、,and Beyond Green by Preferred Hotel Group.Often,sustainability just takes a bit of out-of-the-box thinking;you could aim to achieve full net-zero emissions,like Room2 Chiswick(the worlds first hotel to do so),or even tackle smaller measures like Lake Districts the Yan,which has just launched a carb
70、on calculated“Mindful Menu”tallying the carbon footprint of each dish.The Vera in Tel Aviv is doing its bit,too,with a brand new anthology tour featuring local producers in the city,as is Colombias Blue Apple Beach hotel(also a B Corp)thanks to its glass upcycling programme,enabling local women to c
71、reate souvenir glassware out of discarded Corona bottles.(It is also converting glass into industrial sand.)In the fight against climate change,every hotel helps.Low-impact OperationsGaia Riverlodge/Blue Apple Beach/Op Oost/InhabitGLOBETRENDER 15From sound baths to tarot sessions,avant garde betterm
72、ent experiences are increasingly being woven into the independent hotel experience Wellness BoostingRoosterGLOBETRENDER 16For the space-strapped hotel,a new epoch is upon us:“minor wellness”programming.The newest edition of RLA Globals Wellness Real Estate report says that minor wellness has seen th
73、e highest growth(61%)in operational profit(and a 37%increase in revenue)in the first half of 2023 thats smaller,niche wellness offerings with a lower associated operating cost.The gist of the data is as follows:minor investments in wellness at your hotel can be a roaring revenue generator,if done we
74、ll.Thats because health-conscious travellers spend,on average,35%more than others(Global Wellness Institute).The GWI also projects a 21%yearly growth rate for wellness tourism holidays that target both physical and mental wellbeing through to 2025.Reacting to this,Small Luxury Hotels of the World(SL
75、H)has partnered with an emotional health advisor to create exclusive meditation audio and masterclasses at select properties.Boutiques and smaller hotels can easily get a slice of the pie.Hotel Hoy Paris,a property which embodies many of the trends in this report,has a calendar of health-promoting a
76、ctivities from Yuj yoga to floristry workshops.Youll even find sessions on the intersection of Feng Shui and sexuality,reserved for female guests,as well as quartz crystal sound baths led by guest healers and clay pottery meditation classes.It also purifies its tap water with Japanese binchotan char
77、coal,encourages you to use its beautifully restored staircase,rather than the lifts,and has a“Care Room”with a“Care of the Month”treatment October is an Ayurvedic massage.Wellness alternatives beyond say,in-house massages or yoga can do well in garnering PR buzz.Joali Being in the Maldives turned it
78、s sound bath experience into a jungle walk,with 12 instruments creating different vibrations.At Nimno Bay in British Columbia,it offers meditative kayaking excursions;while Chapel House in Penzance(UK),runs guided early morning sea-swims.Guests of Sensei Porcupine Creek(Greater Palm Springs)are deli
79、vered a WHOOP 4.0 fitness tracker before arrival,so the hotel can gather sleep and fitness data ahead of stays and craft a bespoke wellness itinerary before theyve even arrived.For those who like their wellness with a New Age spin,theres a resident occult expert at Londons Kimpton Fitzroy who provid
80、es tarot readings to anyone wishing to lean into the recent manifestation craze.Wellness offerings can be inspired by location the Tawny,near the Peak District,capitalises on its rural location with mindful star gazing nights.Forestis in the Dolomites leans into its locale with forest circle ceremon
81、ies while fellow mountain hideout,Hotel Hubertus,runs holistic coaching sessions to help guests achieve their ambitions,as inspired by the mountain summits,calling itself a combination of“nature experience and personal goals”.Increasingly in the wellness space,almost anything can be monetised:take B
82、lackberry Farm in Tennessee.Amongst its extensive roster of Wellness Boosting activities,a 50-minute guided journalling practice comes in at US$150.Then there is the Byblos St Tropez which offers day-long“Epic Journeys”for 650 per person that include shamanic healing,“human design”,breathwork classe
83、s,and a gluten-free,vegetarian lunch.“Its now about taking care of your inner self,as well as your outer self,says Byblos owner Antoine Chevanne.Wellness BoostingForestis/Otro OaxacaGLOBETRENDER 17Independent hotels are in a unique position to hand-pick artisan craftspeople and food producers to fur
84、nish their interiors and stock their kitchens.On-site gardens are also growing in popularity as self-sufficiency rises to the foreLocavoreSourcingSusafaGLOBETRENDER 18Locavorism isnt just sourcing produce from a 150km radius(although that is the traditional,gastronomic definition)instead,its about d
85、oubling down on a commitment to all local purveyors,be they farmers,brewers,distillers,vintners,craftspeople or furniture makers.Filling your hotel with locally-made goods is all about relationship-building,and being more conscious about the carbon footprint of produce and products that may have bee
86、n flown half way around the world to get to you.Independent hotels are in a prime position to lead the Locavore Sourcing movement,and in many respects already are because they dont need sign-off from big parent companies or consistency across an entire brand portfolio.From Susafa hotel in Sicily and
87、 the Cretan Malia Park in Crete,to Keythorpe Hall and the Newt in the UK,kitchen gardens are becoming highly fashionable.Although its part of Belmond,the unique Le Manoir aux Quatsaisons in Oxfordshire has two acres of land for growing Chef Raymond Blanc-approved veggies and claims one of Britains 2
88、3 Green Michelin stars for sustainability.Over in Japan,Shishi-Iwa House which,earlier this year launched a new building on its campus called SSH No.03 works with local suppliers such as Davos Farm and Cattle Ranch,where guests can visit for an artisanal tasting and talk on sustainable agriculture.I
89、t gets its wine from Kusunoki of Kusunoki Winery and coffee from Yudai Kosuge of Beard Coffee Roaster.Its“SSH”programme brings in these local suppliers for talks in addition to its Pritzker Prize-winning architects and monthly activities that centre around the produce and culture.These days,more and
90、 more travellers are impressed by the naming of local providers on menus.In Edinburghs Waldorf Astoria Caledonian hotel,restaurant Grazing by Mark Greenway makes for a fine template thanks to a new“100 Mile Menu”launched earlier this year.Its drink pairings show off Scotlands most exciting young dis
91、tilleries,such as NcNean and Buck and Birch,while smoked fish in its Arbroath smokie tart comes from 72 miles out,making it the ingredient sourced furthest from the restaurant.Perthshire lamb comes from 45 miles away,strawberries from 35 miles away,and Edinburgh honey from just 2 miles away.“For me,
92、to know where everything comes from is a big part of being sustainable,”says Margaret von Korff,owner of agrotourismo hotel,Cas Gasi in Ibiza.Thanks to its permaculture beds,orchards,olive groves and chicken coops,Cas Gasi is now partially self-sufficient.And what it cant grow,it sources from other
93、parts of the island.Another opportunity lies in the humble minibar.At Inhabit Hotels in London,fridges are stocked by Social Supermarket,which is an ethical company that curates snacks and drinks made by social enterprises its goal is to collaborate with at least 100 social enterprises by the end of
94、 2023.At Le Majestic in Cannes,bartender Emanuele Balestra invents aromatic cocktails using unique extracts,bitters and jellies from the 70 herbs grown on his two on-site gardens.Interiors also benefit from a more storied,locavore approach.The newly opened Hotel Verdant in Wisconsin is home to a per
95、manent art collection featuring the work of 22 local artists.At Le Sirenuse in Italy,the hotel works with a local terracotta tile maker who still bakes ceramics in a straw oven,and displays handmade wicker chairs that guests frequently want to buy for their own homes.Locavore SourcingSusafaGLOBETREN
96、DER 19Independent hotels have always had the ability to express their own personality and sense of place but bold,colour-loving innovators are taking interior design to the next level Joyful DesignVilla PalladioGLOBETRENDER 20In the past,travellers were drawn to the predictability of uniform chain h
97、otels but as people have become more worldly,its big colour moves from independent hotels that make the magazine covers.Essentially:maximalism is in,beige is out.The nine-bedroom Villa Palladio in Jaipur(pictured on the cover,previous page and opposite)is a case in point the interiors have design fi
98、ends weak at the knees with lacquered reds and pomegranate-pinks,loud prints and chequerboard floors.Co-founder and designer Marie-Anne Oudejans even cooked up floral-print pants for the staff uniform.Fellow co-founder,Italian-Swiss entrepreneur Barbara Miolini,told Architectural Digest:“When travel
99、lers leave us here in the Pink City,I would like them also to remember the red.”Saar Zafrir,founder of SZ Design,tells Globetrender of his most recent projects:“Clients are increasingly seeking a strong cultural narrative and design language that connects guests to the locale.”Connecting guests with
100、 Berlins sexy side,Zafrirs vision for the Provocateur Berlin(which is instantly recognisable for its sultry use of blood-red velvet)includes the now famous“Provocateur Switch”,which dims the lights,plays music and projects video art onto the walls.“To me,”Zafrir says,“this switch is the vanguard of
101、the joyful design trend,offering not just a novel guest experience or a mere place to stay,but a nuanced narrative,a voyage into the delightful unknown”.Paris is a particularly strong city to look at for inspiration:new opening Le Grand Mazarin is a Martin Brudnizki-designed cacophony of pastels and
102、 prints and Alice in Wonderland-esque quirks,with loud headboards,murals and a striped indoor pool.Sinner,another Le Marais hotspot,has a devilishly ecclesiastical theme,where cardinal-red elevators are dressed as confessional booths and stained glass windows line the dimly-lit corridors.Designer da
103、rling Luke Edward Hall,meanwhile,wanted Hotel Les Deux Gares to look“a little bonkers”,all candy-stripes,leopard prints and coloured glass.Throughout its 40 rooms,newcomer Hotel de la Boetie has thrown out white bed sheets in favour of pink.(A radical yet wonderfully easy manoeuvre.)The“eccentric au
104、nt”design trope has its psychological merit,too.The“first night effect”aka the disturbed sleep we tend to experience during the first night of staying somewhere new can be offset with comforting,cosy dcor.(Consider Kit Kemp Design Studios new Warren Street hotel opening in 2024 in New York,which wil
105、l be rich in contrasting colours and textiles.)Further design-trends-with-benefits include hyper-local decoration,using neighbourhood artists,artisans and craftspeople to reflect the character of the local area through the hotels specific design aesthetic.In the age of Instagram,investing in a socia
106、l-savvy colour consultant could prove fruitful(colour always makes a good background for photos).The Hoxton hotel brand recently went as far as collaborating with Bauwerk paint brand to create a custom range of hues for guests to decorate their own homes in.Joyful DesignLe Grand Mazarin/Villa Pallad
107、ioGLOBETRENDER 21ExperientialRetailThe rise of“shoppable”interiors offers an exciting opportunity for independent hotels to create new revenue streams through branded merchandise,furniture,art and homeware that is all available for sale Paul Smith suite,Browns hotelGLOBETRENDER 22Be it flea markets
108、zoning in on tourism hotspots or cruise ship jewellers retail and hospitality have long been bed-fellows;tourists are,after all,fantastically warm leads.It might not be a bad bet to say,soon,every hotel will have an in-house retail team or at least some kind of retail offering,as the rise and rise o
109、f experiential shopping uncovers a demand for curated,brick-and-mortar experiences.Hotels who take this under consideration play with the possibility of not only additional revenue streams,but increased brand loyalty,as products purchased as part of your brand experience can sit in the bathroom cabi
110、nets and on bookshelves and coffee tables of former guests years after check-out.Globetrender recently spoke to the founder of Mama Shelter,a brand that now sits under Ennismore and Accor,and he shared that about 7%of their annual turnover comes from retail.Thats not to say any old general store wil
111、l do.Aligning your retail proposition with your hotel identity is paramount.Look at Palm Heights,the Millennial-magnet with 70s style to spare in Grand Cayman:creative director Gabriella Khalid has infused the design of the property with the same vintage iconography that plaster the insides of the f
112、irst-edition tomes and retro magazines Interview,Holiday and Sports Illustrated et al that are stocked in its appointment-only bookshop,Library Fetish.The hotel has just launched an on-site concept store,Dolores,that celebrates designers of the Caribbean diaspora and sells plenty of Palm Heights mer
113、ch for those who want to brag they were ever there.Original pioneers of the concept,Ace Hotels lobby stores are still going strong around the world;its latest Toronto outpost sells“Lake Ontario is Great”socks and lighters branded by local cannabis dispensary,Superette,alongside the usual prints,robe
114、s and totes.Soho House,another earlier adopter,now has physical retail outlets for its homeware brand,Soho Home,and an online skincare brand,Soho Skin,beloved by members who receive a discount on purchases.Destination des stars Byblos in St Tropez has a revolving“Exclusive Collection”that launches t
115、o much fanfare every five years:a series of“exclusive products”developed by“specialist houses who share our values”and prices befitting its ultra high-net-worth guestbook(think,mini Byblos trunks from French luggage brand Pinel et Pinel).Similarly,Leading Hotels of the World has teamed up with the h
116、and-printed silk specialists at Camilla to launch a capsule collection inspired by six LHW properties in Italy.Theres plenty of inspiration to be taken from the increasing number of retailers carving a place in the hotel industry,too:Japanese retailer Muji currently shows off its minimalist homeware
117、 in three Asian Muji Hotels the Ginza outpost even sits atop the citys flagship store.Danish design company Vipp launched its“one-room wonders”micro-showrooms,essentially,in various locations that allow you to trial the Vipp lifestyle,la Airbnb.Next year will see more Vipps open in upstate New York,
118、Iceland and Tasmania.After checking in,you will be able to cook in a Vipp kitchen,put food in Vipp bins,sit on Vipp chairs and shower in Vipp bathrooms.In the US,Detroits Shinola hotel surrounds guests with Shinolas hand-crafted luxuries,while in Philly,Yowie founder Shannon Maldonado has long had d
119、esigns on turning her cult store into a hotel,which she made a reality earlier this year objet darts from the rooms can be purchased downstairs.Experiential RetailThe Hoxton Lloyd Amsterdam/Vipp/Browns hotelGLOBETRENDER 23Micro ChainsIndependent hotels are increasingly bolstering their presence with
120、 multiple locations to boost their brand,increase revenues and gain a competitive advantage against solo operatorsSir Adam AmsterdamGLOBETRENDER 24Any conflict between the independent versus chain/franchise binary largely exists on one argument:that turning the former into the latter is to sacrifice
121、 the formers magic touch.The rising trend of Micro Chains,however,proves that more and more hoteliers are managing to harness the benefits of expansion without losing that special something should they have a concept worth repeating.When CitizenM cut the ribbon on its first hotel in Amsterdam back i
122、n 2008,it opened up a new,value conscious,tech savvy frontier for frequent travellers:it will have 40 hotels and 8,545 rooms by the end of 2023.Selina began as one property in a small surf town near Pedasi in Panama in 2014 the brand now has 134 premium hostels and counting,as the demand for off-roa
123、d,nomadic,and community-centric travel thrives.Soho Houses membership model proved so popular following its Greek Street start in 1995,it is now an internationally lauded brand with 40 and growing clubs worldwide(many of which have hotels attached).Reassuring,perhaps,to note is that it only achieved
124、 profitability after 28 years in business.In the UK,Artist Residence and Guest House Hotels now have five and four hotels to their micro-chains respectively.The former started when founder,Justin Salisbury,invited artist friends to makeover his familys B&B in Brighton back in 2008.Guest House Hotels
125、 is a similarly familial affair created by Tristan,James and Tom Guest,three brothers with no prior hotel industry experience.Both are regarded as two of the countrys coolest boutique brands,with concepts that resonate with a roving fanbase:Guest House Hotels pack historic buildings with wonder and
126、whimsy,stocking a free 24/7 pantry and placing signature record players and vinyls into each room.Artist Residence,meanwhile,teases out guests inner-creatives with modern art,one-of-a-kind beds and upcycled furnishings.As for the US market,data by Future Market Insights anticipated that the boutique
127、 hotel market would be worth between US$95 billion and US$98 billion by the end of 2023,and that itll reach US$115 billion by 2032.Ace Hotels founded in Seattle was an early pioneer of the boutique chain concept and has largely contributed to this current statistical success.Following in its wake,Am
128、erican-brand Graduate Hotels,which is focused on providing accommodation for students and parents in university towns,is now a trans-Atlantic affair,with 31 properties in the US and UK.Life House is gaining similar momentum its sixth hotel arrives this November in Palm Springs,with Brooklyn,Miami an
129、d its first overseas outpost in Bali all on the horizon.The brand calls itself“locally rooted”and“contextually designed”and has earned a legion of fans for its Insta-friendly aesthetic.The European equivalent might be Sir Hotels,which now has six properties across the continent with a Sir Explore pr
130、ogramme that curates custom city guides featuring tours and workshops led by talented local characters.Its hotels Sir Joan,Sir Victor,Sir Nikolai all have an interesting story behind them thats rooted in the neighbourhood.A huge barrier to Micro Chains is cost and time,but just look at Habitas,which
131、 seems to have managed to skirt both.Whereas traditional hotels take four to five years to design,build and open,Habitas disruptive manufacturing model(using flat-pack structures)takes this down to less than one.Its a sustainability win and a financial one too,giving a quicker return on investment.E
132、xpect glamping fans to follow Habitas around the world just as fashion-fiends flock to the Standard,and F&B enthusiasts stumble their way into the Experimental Group via their bars and restaurants so long as Micro Chains continue to represent the concepts,service and interiors worth following.Micro
133、ChainsRegina Experimental BiarritzGLOBETRENDER 25Many legacy hotel chains are investing in boutique operators to diversify their portfolios and tap into new audiencesBig BrandTakeoversThe Hoxton Lloyd AmsterdamGLOBETRENDER 26Bigger legacy chains are looking to cash in on the recent power shift towar
134、d indie hotels as demand for distinctive design and personalised service flourishes.Many of them,therefore,have set about acquiring and launching their own boutique collections which have net positives for them as acquirer and indeed,for the acquiree,who suddenly has direct access to an internationa
135、l sales and marketing infrastructure,plus revenue management and distribution teams.Take for instance Marriott Internationals acquisition of Design Hotels(100%ownership was achieved in 2021),which sees the titan resources of Marriott fold design-savvy,indie hotels into the brand with a few marketing
136、 and aesthetic tweaks,should they see potential in the property.See also its Autograph Collection and Tribute Portfolio both made up of independently-owned hotels under the global loyalty-point-accruing machine that is Marriott.Accor,too,is expanding into independent spaces.The Paris-based giant clo
137、sed on a joint venture with Ennismore in late 2021,merging the latters myriad brands the Hoxton,Gleneagles,Tribe,Mama Shelter with Accors existing portfolio.Ennismore co-founders Sharan Pasricha and Gaurav Bhushan continue to lead the group as a somewhat autonomous entity and its crucial that they d
138、o,lest deep,corporate uncool suffocate what makes their lifestyle brand worth buying in the first place.Bhushan said of the merger:“Our teams are ready and eager to build on each of our unique lifestyle brands,with a dynamic global pipeline,creating an ecosystem of memorable and curated experiences
139、across all our properties”.So far,so exciting.Theres a new“soft brand”from Accor,too:Handwritten Collection a new“one-of-a-kind-concept inspired by individual hoteliers”that launched earlier this year.By 2030,it could comprise 250 hotels.Alex Schellenberger,global chief marketing officer at Accor,ha
140、s said:“Our aim,beyond delivering a truly authentic guest experience,is to support the growing number of independent and boutique hotel owners looking to boost their global profile,connect with more audiences and grow their revenue without losing their identity.”For many independent or family owned
141、hotels,a mega-brand can be just that but,like Ennismores retention of its co-founders,an element of creative control is imperative.Independent hotels might want to think about the Design Hotel model whereby hotels position themselves as their own brands,with Design Hotels accreditation,on their own
142、individual websites,as well as featuring on a dedicated Design Hotel webpage alongside.The digital experience of Tapestry Collection by Hilton,a roster of independent hotels under Hiltons brand brolly,by contrast is only available via Hiltons own website and thus,already that crucial individuality,o
143、ne might argue,is eroded.Big Brand TakeoversThe Hoxton Brussels/25Hours Hotel Dubai One CentralGLOBETRENDER 27GLOBETRENDER.COM/VOLTSUBSCRIBER BENEFITS:Free 30-minute trend consultation /15%off Paravel luggage /50%discount on paid-for trend reports /Access to VOLT trend archive(annual subscriptions-only)DELIVERING WEEKLY TRAVEL TREND ANALYSIS,FORECASTING AND COMMERCIALLY VALUABLE INSIGHTS THAT ARENT AVAILABLE ANYWHERE ELSE.Members-only premium newsletter from GLOBETRENDER