Accommodation

Working within Experience Economy/Accommodation 2023

• Emphasis on the need to adapt to the experience economy.

Key Components of Hospitality Marketing

• Websites: Essential for presence.

• Landing Pages: Important for conversions.

• Reviews: Impact on customer decisions.

• OTAs (Online Travel Agents): Influence bookings.

• Social Media: Engagement and promotions.

• Meta Search Engines: Price comparison.

• Chatbots: Customer service enhancements.

• Loyalty Programs: Increase customer retention.

• Mobile Apps: Facilitate bookings and customer loyalty.

• Traditional Media: Includes radio, print, TV, and outdoor advertising.

Customer Journey Phases

Inspiration Phase

• Sees friends' travels, searches for flights, compares options.

Shopping Phase

• Engages with reviews, books trips, prepares itineraries.

• Activities include checking recommendations and viewing itineraries.

Booking Phase

• Utilizes various channels (OTAs, direct supplier websites).

• Explores price options and packages before finalizing the purchase.

Trip Phases

• Pre-trip: Booking hotels, flights, car rentals, etc.

• In-trip: Plans activities and shares experiences on social media.

• Post-trip: Reviews experiences and feedback.

Channels Used by Travelers

• Search Engines: For general information and planning.

• OTAs: Booking simplified; competitive pricing.

• Supplier Websites: Often used for specific deals.

• Traveler Review Websites: Critical for assessments and confidence.

• Social Media: Share experiences and gather recommendations.

OTA Tactics

• Build traveler profiles for personalized offers.

• Optimize conversion rates through analytics and customer data.

• Utilize feedback for continuous improvement.

• Employ dynamic packaging and remarketing strategies.

Accommodation Sector Overview

Definition

• Accommodation: Short-stay lodging for travelers, includes various types.

• Dominant choice, often the primary expense.

Types of Accommodation

• Hotels: Mainstay in the market with additional services.

• Holiday Accommodation: Rentals for short stays, including campsites.

Market Trends

• Increasing hotel chains expected; dominance of US hotel market.

• Regional characteristics in Europe's accommodation preferences.

Major Accommodation Providers in Finland

Key Chains

• Sokos, Scandic, Lapland Hotels, Clarion, Hilton, Radisson Blu.

Notable Hotels

• Expanding options in airport locations; older establishments still operational.

Characteristics of Leisure Traveling

• Demand fluctuations seasonally and weekly.

• Fixed costs coupled with constant need for occupancy optimization.

• Regulatory compliance is crucial for business.

Classification of Accommodation Types

Common Options

• Hotels: Overnight stays with meals, standard amenities.

• Guesthouses: Smaller establishments with essential services.

• B&Bs: Private bedrooms and breakfast service.

• Hostels: Budget accommodations with shared facilities.

Specialized Options

• Serviced Apartments: Combine home comforts with hotel services.

• Eco Hotels: Focus on sustainability and reduced environmental impact.

• Pop-Up Hotels: Temporary accommodations for special events.

Hotel Organizational Structure

Key Job Titles and Responsibilities

• General Manager: Overall operations and decision-making.

• Front Desk Clerks: Initial guest interaction and reservations handling.

• Housekeeping Team: Ensures cleanliness and hygiene.

Advanced Positions

• Kitchen Manager: Oversees food service and kitchen staff.

• Event Planners: Organizes special events and coordinates logistics.

Administrative Roles

• Marketing and Advertising: Promotes hotel services.

• HR Department: Manages recruitment and employee relations.

Conclusion

• Understanding the diverse types of accommodations enhances strategic positioning for industry professionals. Familiarity with job roles can facilitate a career in hospitality.

Working within Experience Economy/Accommodation 2023

The experience economy emphasizes the importance of providing memorable experiences, especially in the hospitality sector where customer expectations have evolved. Adaptation to this economy is crucial for businesses aiming to stand out in a competitive market.

Key Components of Hospitality Marketing

• Websites: Essential for maintaining online presence, providing information, and attracting potential customers. They should be user-friendly and optimized for search engines to enhance visibility.

• Landing Pages: Specifically designed for conversion, these pages focus on a single offer or information, minimizing distractions and encouraging bookings.

• Reviews: Online reviews play a significant role in influencing customer decisions, with many travelers relying on them as a primary resource when choosing accommodations.

• OTAs (Online Travel Agents): These platforms simplify booking processes and have a considerable impact on hotel visibility and sales through listings and promotions.

• Social Media: Engaging content on platforms like Instagram and Facebook drives customer interaction, creates brand loyalty, and promotes special offers or events.

• Meta Search Engines: Allow users to compare prices across multiple hotels and booking sites, playing a crucial role in the decision-making process.

• Chatbots: Enhance customer service by providing instant responses to inquiries, assisting with bookings, and offering personalized suggestions based on user data.

• Loyalty Programs: These programs are designed to retain customers through points, rewards, and exclusive offers, sparking repeat business.

• Mobile Apps: Facilitate bookings and ease of access to customer loyalty programs, offering convenience in managing travel plans.

• Traditional Media: Involves the use of radio, print, television, and outdoor advertising to reach a broader audience and promote unique offerings.

Customer Journey Phases

• Inspiration Phase: During this phase, customers discover travel ideas from friends, social media, or blogs. They engage in preliminary searches for flights and compare options based on experiences shared by others.

• Shopping Phase: Travelers interact with customer reviews, explore destinations, and assess itineraries. Activities in this stage include reading blogs, viewing image galleries, checking recommendations, and planning potential trips.

• Booking Phase: Customers utilize various channels, including OTAs and direct supplier websites, assessing price options, package deals, and availability before finalizing their purchases.

Trip Phases

• Pre-trip: Involves booking hotels, flights, car rentals, and creating itineraries. Important to ensure all aspects of the trip align with the customer's preferences.

• In-trip: Travelers plan daily activities and share experiences on social media, enhancing their enjoyment and engagement.

• Post-trip: Reflecting on experiences, travelers often leave reviews and feedback that can influence future customers and help businesses improve services.

Channels Used by Travelers

• Search Engines: Enable potential customers to gather general information and conduct trip planning.

• OTAs: Offer streamlined bookings due to competitive pricing and various options in one place.

• Supplier Websites: Often checked for exclusive deals not found on OTAs.

• Traveler Review Websites: Crucial for prospective travelers to gauge confidence before making choices.

• Social Media: A platform for sharing travel experiences and soliciting recommendations from peers.

OTA Tactics

• Build detailed traveler profiles to offer personalized suggestions and boost conversions.

• Optimize conversion rates utilizing analytics and customer data to refine marketing strategies.

• Leverage feedback for continuous improvement of services and user experience.

• Employ dynamic packaging (combining various travel components) and remarketing strategies to encourage bookings.

Accommodation Sector Overview

• Definition: Accommodation refers to short-stay lodging options for travelers and encompasses various types catering to different needs and budgets.

• It is often the dominant choice for travelers and usually represents a significant portion of their travel expenses.

Types of Accommodation

• Hotels: The most common type, providing a range of services from basic overnight stays to extensive amenities.

• Holiday Accommodation: Includes rentals for short stays, campsites, and vacation homes catering to families and groups.

Market Trends

• An expected increase in hotel chain establishments, particularly in the United States, along with a shift in consumer preference based on regional characteristics, especially evident in Europe.

Major Accommodation Providers in Finland

• Key Chains: Prominent chains include Sokos, Scandic, Lapland Hotels, Clarion, Hilton, and Radisson Blu, each offering unique services and branding.

• Notable Hotels: Focus on expanding options in airport locations, with numerous older establishments maintaining operational status due to their established reputation and loyal customer bases.

Characteristics of Leisure Traveling

• Demand for accommodations fluctuates seasonally and weekly, necessitating dynamic pricing strategies.

• Fixed costs associated with operations require ongoing optimization of occupancy rates.

• Compliance with regulatory frameworks is vital for maintaining business operations and ensuring customer safety.

Classification of Accommodation Types

• Common Options

  • Hotels: Provide overnight stays, meals, and standard amenities.

  • Guesthouses: Smaller establishments offering essential services at a lower price point.

  • B&Bs: Private bedrooms coupled with breakfast service, often in a homely environment.

  • Hostels: Budget accommodations featuring shared facilities designed for social interaction among guests.

• Specialized Options

  • Serviced Apartments: Offer home-like comforts with hotel services, popular among longer-staying travelers.

  • Eco Hotels: Focus on sustainability and minimizing environmental impacts, appealing to eco-conscious consumers.

  • Pop-Up Hotels: Seasonal or temporary accommodations catering to special events or festivals.

Hotel Organizational Structure

• Key Job Titles and Responsibilities

  • General Manager: Responsible for overall operations and key decision-making processes.

  • Front Desk Clerks: Serve as the initial point of contact for guests and manage reservations.

  • Housekeeping Team: Ensures cleanliness, hygiene, and overall guest satisfaction.

• Advanced Positions

  • Kitchen Manager: Manages food services and oversees kitchen staff, ensuring quality and compliance with health regulations.

  • Event Planners: Organize special events, conferences, and logistics involved in larger gatherings.

• Administrative Roles

  • Marketing and Advertising: Promote hotel services, manage branding strategies, and handle public relations.

  • HR Department: Responsible for recruitment, training, and employee relations, fostering a productive workplace environment.

Conclusion

A nuanced understanding of the diverse types of accommodations available and the dynamic landscape of hospitality marketing is essential for professionals in the industry. As the market evolves, familiarity with job roles and strategic positioning will facilitate successful career advancement in hospitality.