November/December 2006
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National News Hotel companies leading discussions online The travel industry is realizing the growing influence that the Internet and bloggers are imposing on their business and the tremendous impact and credibility these “Internet influencers” have on their customers. Not only are travel professionals taking notice and reaching out to bloggers, but many companies are developing their own blogs. Starwood Hotels & Resorts, a leader in the hotel industry, is the first major hotel company to join the blogosphere with a new Web log called TheLobby.com. Its goal is to inform Starwood Preferred Guests of the latest travel trends. It has enlisted the help of travel writers to post daily updates on TheLobby.com with a focus on the lifestyle and experience of travel, as well as on identifying nearby brand properties. Starwood uses this site as a nontraditional resource to discuss business travel issues, feature new products, help guests learn about the brand, and highlight important articles from other travel blogs, newspapers and resources. Marriott International is another hotel company that has reaped the benefits of this new media. It has been experimenting with blogs and has found them useful as an additional channel for announcing its new products and services, even going so far as to invite business travel bloggers on press trips. While Marriott does not have an “official” blog site dedicated to its brand, a devoted Marriott Rewards member began a blog called the Red Room Chronicles (www.redroomchronicles.com) that shares his insight and inside information about the company for both business and leisure purposes. The Red Room Chronicles has proven to be an excellent third-party endorser for the brand, validating the power of a strong loyalty program. Hotel companies are not the only sector of the travel industry that has joined the blogging revolution. It was apparent at this year’s ESTO (Educational Seminar for Tourism Organizations) conference in Minneapolis that the rest of the travel industry is seeing the need to be a part of the online conversations – whether that includes creating a blog or influencing the bloggers that are talking about their travel experiences. Bloggers have become known for taking the pulse of the industry; they’re useful to consumers and a key source of information for the trade and consumer press.
A high-tech mattress that monitors vital signs, bedding that delivers vitamins and minerals through your sheets, individually customized menus and TV guides. No, the travel industry has not taken its cue from the Jetsons – these amenities are a sampling of what some experts forecast may be part of the hotels of the future. According to Steve Tipton, a vice president of the Simmons Bed Company, “[The travel experience] is more about function, design, wonderful aesthetics – and making access to all of that a very simple process.” The recently-released American Hotel and Lodging Association 2006 Lodging Survey revealed that wireless Internet access, branded bathroom products and bed sheet upgrades are among the top-ranking expected future amenities. To keep up, hoteliers are estimated to spend in excess of $5 billion on upgrades in 2006 alone. With the growing popularity and mainstreaming of hi-tech and personalized amenities, convenient online booking agents that customize requests and specialty travel destinations and packages, the future of travel of travel seems bright. Especially if you enjoy robots that deliver your baggage, carry in room service and tidy your room.
It is common knowledge in the airline industry that international business travelers provide its bread and butter. They fork over top dollar, fly at the last minute, and will pay a premium for certain creature comforts. Now, airlines are fully realizing business travelers' importance. New all-business-class airlines have mushroomed over the past year. And traditional carriers are upgrading their premium-class services, especially on international flights. "There's somewhat of a domino effect," says Eric Ford of Eclat Consulting, which focuses on the airline industry. "If one carrier starts improving, others have to follow suit. The airlines all know that a minority of travelers on business fares provide a majority of the revenue, so you do anything you can to steal a business traveler from another airline." Toddlers used to have to sit on the sidelines—or home with Grandma—while their parents went skiing and had all the fun. But in the past few years, resorts and equipment makers have made it easier for even the littlest kids to get in on the action. Equipment makers are rolling out tiny boots, poles, helmets and sunglasses, and resorts are introducing "pre-ski" programs for kids as young as 2. "The earlier you fall in love with skiing or snowboarding, the longer you participate," says Michael Berry, president of the National Ski Areas Association.
About one in 10 leisure travelers hit the road alone, with men under age 35 leading the pack, according to the Travel Industry Association. Men age 18-34 years old account for 39 percent of solo men travelers, while women in the same age group represent 31 percent of women solo travelers. Men and women travelers between 35-49 years old each comprise 27 percent of solo travelers. Among travelers age 65 and older, women represent 13 percent of solo travelers, and men 11 percent.
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