I recently discussed how many luxury hotels are finding innovative ways of expanding their market into the future. One way hotels are pursuing this is by exploring the mobile field. However, a recent survey shows that consumers are interested in perks other than technology. The study was conducted by the Boston Consulting Group (BCG), a global business consulting firm. In the survey, 51% of luxury consumers are avoiding the latest technological trends. Instead, hotel guests are looking for enriched experiences that go beyond apps.
To accommodate their customers, hotels operators are finding new ways of making their establishments more traditional. This includes unplugging themselves from social media and basking in the simplicity that is internet-free. According to Luxury Society, some hotels have installed Wi-Fi grid blockers like German luxury resort Villa Stephanie. These keep out about 96% of internet signals from entering their establishments. These are installed for the customer who might be tempted to tweet, post on Facebook and Instagram, and surf the web.
Some hotels prohibit the use of mobiles and make sure their customers are phone-free when they’re in their public areas. A facility that does this is the Eco-hotel, The Adrère Amellal, near Siwa in Egypt. Those who wish to indulge in social media do so in the privacy of their own rooms. This makes it possible so other guests can enjoy an environment that’s free of the click-click-click of texters.
What’s Best For Your Customers?
Being the owner of a boutique PR firm in New York City, I can relate with these results. After staying at many hotels across the world, I have found it easier to relax when people put away their various devices. I appreciate it when guests speak to one another rather than reading what’s on their phones. In fact, I’ve seen restaurants in the immediate metropolis where the maître d’ will take smartphones away so you can enjoy the atmosphere.
That said, while the BCG survey I mentioned above says that 51% of consumers want a more traditional atmosphere, you should also consider the other 49%. Some customers want hotels with all of the latest technology and apps. It’s always important for luxury hotel owners to realize what their specific customers want and need.
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