Magrino, a New York-based lifestyle public relations agency for hospitality brands, consumer and luxury goods, and food, wine and spirits, last week announced its forecast for 2017 trends in luxury travel and hospitality. The announcement follows the agency’s inaugural Travel Trends Summit hosted on November 16 in New York City.
The event brought together the industry’s top leaders to discuss the factors that are shaping travel trends for the coming year, including millennial preferences, technology integration, social media and the luxury customer. The two panels of experts included:
Nikheel Advani, co-founder, COO & principal, Grace Bay Resort, Turks & Caicos
Jack Ezon, president and partner, Ovation Travel, New York
Alex Glasscock, CEO and co-founder, The Ranch, Malibu, California
Matthew Kenney, chef and founder, Matthew Kenney Cuisine, New York
Peter Jon Lindberg, director of inspiration, Conrad Hotels & Resorts, McLean, Virginia
Judy Stein, co-president, Ovation Vacations
Kat Tanita, blogger, With Love from Kat
Charlotte Voisey, director of brand advocacy and portfolio mixologist, William Grant & Sons
Alexandra Walterspiel, CEO and co-founder, Imprint Hospitality (management company for El San Juan Hotel)
Brian Young, managing director, Castle Hill Inn
The discussion covered topics ranging from technology and health and wellness to food and beverage revealing several emerging trends to watch in 2017.
The millennial mindset: According to Ezon, millennials can no longer be looked upon as young travelers between the ages of 18 and 24. In fact, he says, being a millennial is a much more diverse mindset. “We define that group by their behaviors,” Ezon added. “For the first time we’re seeing parents trying to act like kids rather than kids trying to act like their parents.” He said once businesses can move beyond the misconception of age, they will find a wide demographic of travelers who share similar interests and needs.
Wi-Fi is king: In the world of ever-evolving technology there is one belief that holds true, according to the panelists. “Wi-Fi and bandwidth are like hot water and plumbing,” stated Brain Young of the boutique Castle Hill Inn in Newport, Rhode Island. “Wi-Fi is a utility and it’s basic to the guest experience.”
Beyond Wi-Fi, experts also noted that simplicity was key when exploring new technologies. “If it’s just technology for technology’s sake it becomes a distraction,” Walterspiel said.
To explain further, the panelists note the rise of certain off-brand options for luxury guests. “We are reading and hearing so much about the keyless entry. In the luxury segment, I think it’s a miss,” Ezon explained. “You need to make your staff more efficient to connect with guests.”
Young supported this sentiment, noting “remote check-in or mobile kiosks miss the basic human connection that anyone who is a traveling guest needs to have – and it’s just not luxury.”
Airbnb here to stay: Airbnb, the online home-sharing network valued at US$30 billion, is a hot topic within the travel industry that isn’t likely to fade away. For Advani from Grace Bay Resorts in Turks & Caicos, the competition from home rentals is a challenge hoteliers must embrace.
Noting that the company has filled an obvious void in the industry, Advani stressed that businesses need to study the behavior patterns of their guests to make themselves stronger. “We need to listen to our customers and if we cannot satisfy them someone else will,” he said.
Influencer Kat Tanita supports this sentiment reflecting on her loyalty to the company. “I spent half of my time at their properties. I love the charming feeling and the ability to have a local experience.”
F&B guiding travel plans: When choosing a destination that meets their needs, experts said food is the motivating factor. Guests are constantly researching notable restaurants, award-winning vineyards and trendsetting bars to experience during their travels.
“Food and beverage is the number one priority in terms of every type of trip planned,” stressed Stein of Ovation.
There is also an interactive, culturally-immersive element to the food experience. Young says restaurants are flipping the table on the “farm-to-table” trend bringing guests directly to the farm, whether it is truffle hunting in Tuscany or catching your own clams off the coast of Newport.
Peter Lindberg, a travel writer who has explored culinary destinations around the world, noted there is also a return to fine dining after years of casualization. “There’s a certain specialness that’s coming back.” This manifests equally in the storied hotel bar, which has seen a renaissance alongside the continued rise of cocktail culture. “The hotel bar is the pinnacle of our industry,” said Charlotte Voisey, director of brand advocacy and portfolio mixologist for William Grant & Sons. “There is a sense of occasion about them, which inspires the new generation.” The hotel minibar is another place where innovation is seen, containing a more discerning collection of offerings, since people are becoming more aware of what they are consuming.
To that end, wellness has also played a part in people’s culinary decisions. Today, guests are more informed than ever about the food eat.
“There is a megatrend with diners being more conscious of the ingredients on the menu,” said Chef Matthew Kenney, founder of Matthew Kenney Cuisine. “We now have a responsibility to nourish – not just feed – our guests.”
Impact of social media: Experts agreed word of mouth is one of the strongest promotional tools with social media networks giving a voice to the consumer, while also allowing brands connect directly with their guests.
“It’s a tremendous way of storytelling and sharing a brand ethos,” said Kenney. “Before companies could only rely on media to tell their story.”
But in the Golden Age of information, Lindberg stresses guests can sometimes become overwhelmed sifting through sites like Yelp and TripAdivsor to find the best recommendations. They struggle to find sources they can trust.
“There’s a part of me that misses this expert that was the conduit to your knowledge,” he said. “It’s mind boggling how much information we have to sort through.”
In regards to negative reviews, Alex Glasscock, who founded The Ranch, a healthy lifestyle brand, said social media allows companies to showcase their brand’s integrity in a genuine manner.
“Occasionally we have someone who writes something that is not favorable. We address those people by being authentic and we are consistent in how we respond to those comments.”
But the industry has also had to adapt to a tech-savvy generation of travelers. Voisey noted a demand has been placed on the hospitality industry to provide products that are Instagram ready. “It used to be favorable to have a drink consumed while it’s still live—meaning seconds after it’s freshly prepared—whereas now, we’re tasked with making sure it can withstand a full minute of perennial Instagramming.”