Why hotels must change their style

Hotels are in danger of failing to adapt to a new breed of guest whose needs and demands are entirely different to those of previous generations.

Unlike preceding generations, modern-day travellers do not always see money as a way to show-off and don’t need to stay at five-star hotels.

This is the conclusion of a new study in the changing nature of hotel guests undertaken by global hotel consultancy HVS London.

The report, A New Breed of Traveller, says the impact of rising affluence, globalisation and technology has led to modern hotel guests valuing experiences and the feeling of "being connected" over traditional hotel luxuries.

"A luxury traveller today might arrive by some form of public transportation, wearing a T-shirt, a pair of luxury jeans, ripped converse, a Rolex watch on his/her wrist and later drink champagne at the bar," says CEO of CitizenM, Michael Levie.

He said these travellers take their fashion cues from Sir Richard Branson, Mark Zuckerberg and Steve Jobs, showing that suits are no longer necessarily a part of the everyday business environment.

Guests would much rather "participate than flaunt", says Michael Tiedy, senior vice president brand design and innovation at Starwood Hotels and Resorts.

Previously, the report notes, some individuals would go to be pampered, attended to and constantly served.

"Many hotels have barely changed over the last decades still consisting of the same in-room amenities, the same heavy curtains, the same check-in process, the same small desk, and so forth.

"This is no longer a place where the modern-day traveller feels at home," says report co-author Veronica Waldthausen.

Nowadays, the new breed wants the confidence of places that understand them, and to be surrounded by a community of like-minded people no matter where they go.

This new segment is no longer looking for white-linen service, bellboys to carry their luggage up to their room or a concierge.

Christoph Hoffmann, founder and CEO of 25hours, said guests no longer look for a room filled with status symbols.

"Do they really want a Nespresso machine in their room (the proud new addition to most hotel rooms) or wouldn’t a guest be much more likely to relax in a bar in the hotel’s lobby lounge and drink a coffee surrounded by other people?"

Although the hotel experience has barely changed since our parents were young, changes do seem to be on the horizon,

Lobbies, for example, are becoming larger, more open social hubs and gathering spaces, with a mix of comfortable couches, communal workstations and meeting spaces.

Formal divisions between the lobby, restaurant and bars are also disappearing with guests able to sit where they like or help themselves to what they want.

Rooms are changing too, with many lifestyle hotels having smaller rooms as guests spend more time in social places.

Fashion labels and entrepreneurs are steadily recognising that a change in the hotel industry is desperately needed and early movers have started to adapt.

"They are pursuing something hip, something individual and something creative and perhaps even something with historical or cultural significance," says CEO of Yoo, Marco Nijhof.

"There will always be a market for wall-to-wall luxury, but it is lifestyle hotels that are prompting change throughout the industry," says HVS report co-author, Arlett Oehmichen.