Michelle Mangan from The Dunloe in Co. Kerry, Ireland discusses the global hotel industry and trends set to shape 2016.
2016 is the year that the hotel industry will see software-as-a-service (SaaS) come into its own as a solution for hotels to streamline their IT and operation functions. Another technology trend set to dominate the global industry in 2016 is the rise of customised mobile applications. Apps as simple as e-check-in and e-menu options are set to win big with the new dominant consumer, the Millennials, who love personalisation. Why are Millennials so important? They are predicted to take over from the Baby Boomers by 2017 and as a result, to be the generation who does the most travelling going forward.
Outside of technology and guest demographics, hotel marketing trends on the increase include the ever powerful dynamic rate marketing where displaying real time pricing and room availability across a mix of online marketing channels dominates. With 50% of hotel bookings taking place online, this trend is not a minor one and is here to stay. Another hotel marketing trend involves social media driving consumer purchasing power. Social media engagement by hotels with their customers and potential customers, has become a necessary part of customer relationship management.
For a visual of the top trends that are forecast for the rest of the year, have a look at this infographic produced by The Dunloe Hotel