Optimistic and Creative: The Hospitality Industry Goes Hybrid

Big Thinks Magazine April 2021 Hybrid Hospitality Judy Romano

The pandemic’s dual role as an accelerator of transformation and amplifier of disruptive forces is the thread that runs through the hospitality industry. Even before 2020, the hospitality industry was simultaneously experiencing growth and disruption from companies such as Airbnb.

The Good News: Hotels have a clear path to recovery after a rocky year if they continue their technology transformation and flexibility for serving a hybrid customer base. There is a reason for optimism, and the hospitality industry is welcoming the slow but steady signs of recovery. Helping the hospitality recovery, more customers are taking advantage of the flexible cancellation policies that encourage guests to plan with confidence.

In 2020 hotels launched programs focused on cleanliness and safety to reassure guests that their health and safety were number one priority. According to a PWC Consumer Sentiment Study, trusted brands have a competitive advantage. With more than double the number of consumers surveyed saying they will avoid spending the night in a short-term rental property (37%) versus a brand-name hotel (16%).

Hybrid Events

While 2020 became the year of the virtual event, 2021 will be the year of the hybrid event. More than six thousand marketing professionals attended the 2nd (Almost) HYBRID Virtual summit, where the focus was creating successful hybrid events in 2021 and beyond. Some key themes emerged from the summit:

  • Technology will continue to play a critical role in future events. IT bandwidth, connectivity, and infrastructure were tested in 2020 when all meetings moved to online platforms like Zoom, Webex, Microsoft Teams, etc. The demand for technology will only increase as hybrid events become the norm in 2021 and beyond.
  • Success will be measured by the Engagement of both in-person and virtual attendees. Event planners should not treat virtual participants differently from those in person.
  • As audience preferences will continue to evolve, hybrid event planners will be required to remain committed to innovation and agility.

Marriott launched its ‘Connect with Confidence’ program in November 2020 at The Ritz-Carlton, Tysons Corner, in Virginia with 28 in-person attendees and 180 virtual participants. Marriott gave UberEats credits to the virtual participant for lunch so that they could enjoy a meal as the in-person participants did.

Other hospitality leaders also introduced hybrid events. Hilton’s EventReady Hybrid Solutions provides event planners with opportunities to plan hybrid events. And Intercontinental Hotels Group launched Meet with Confidence, a hybrid meetings and events solutions. IHG partnered with William Sonoma to offer a curated digital catalog of food and beverage experiences for virtual attendees.

Hotels are expanding their hybrid event capabilities by partnering with companies that can provide tools for digital, touchless, and paperless meetings. And the top hospitality players are expanding technology investments to ensure an exceptional hybrid event experience.

Hybrid Hospitality

Many in the hospitality industry are adapting their space to deliver a ‘hybrid hospitality’ concept to harness the remote work trend. Colliers’ Hybrid Hospitality report described the experience as the perfect mix of work and overnight stay. Hotels are providing “shared workplaces, meeting rooms and co-working spaces.” And “some of the hotel rooms should be made suitable for working, with the bed concealed, so that you can receive visitors.”

The change to hybrid hospitality will take an industry mind shift. Common areas will need to be reimagined and flexible to include office space and co-working space. The hospitality industry can capitalize on its real estate by expanding beyond the conference and banquet offerings. Several companies are embracing the hybrid hospitality model. In Europe, Hoxton/Ennismore, Accor, Ace Hotels, citizenM and Kerten Hospitality focus on the mix of work and overnight stays and have had success over the last few years.

Hybrid, Innovative and Creative

As the chart below shows, BEACH stocks which include hotels, are bouncing back. The winners in the hospitality sector will be companies that embrace the changes and adapt their business models to capture the wins of a market in transition as they navigate the next few years.

Read More Big Thinks

Big Thinks April 2021 Cover Tracy Levine Forbes Coaches Council and CEO Advantage Talent Inc

Hiring Goes Hybrid: Social Recruiting is Overtaking Traditional Methods of Hiring

The internet has facilitated the most significant impact on how we get hired. For your career to continue to experience growth and expansion, it is crucial that you know where to be seen and heard online. Getting hired in 2021 will require a multi-faceted approach, including targeted resumes and applying for jobs online while capitalizing on the new innovative ways hiring managers are using the internet and social media for hiring.

Read More »
Big Thinks April 2021 Alicia Alfonso

Social Impact: Going Hybrid

The world is no longer split between social impact and non-social impact. We’ve entered a time when every organization, government, and citizen is expected to improve the world around them in one way or another.

Read More »

IT Goes Hybrid

In this era of digital globalization, data sovereignty and privacy issues have become a constant challenge for companies that are running businesses locally or globally. Globalization demands for information flow across the borders. Cloud technology has removed the geographical barriers of data storage, providing companies the ability to store information anywhere globally.

Read More »
Big Thinks April 2021 Cover Karyn Mullins Contributor

Healthcare Delivery: The Future is Hybrid

We expect to order an item online but return it to a physical store and buy groceries online but drive a physical location for quick pickup. This digital transformation has been ongoing in many other industries for years and has now arrived in healthcare.

Read More »
Big Thinks March 2021 Lisa Musich Contributor

From Self-Destruction to Self-Disruption

In today’s market, candidates (and employees) are experiencing the same dynamic pressures that affect SaaS and other technology products. By thinking of themselves as products and applying the same practices and techniques that lead to market success, they can remain current and meet the rapidly evolving needs of the most elite employers. Those that don’t will continue to fall further and further behind.

Read More »
Big Thinks is the Digital Magazine of the Global Mastermind Group

Optimistic and Creative: The Hospitality Industry Goes Hybrid

Big Thinks Magazine April 2021 Hybrid Hospitality Judy Romano

The pandemic’s dual role as an accelerator of transformation and amplifier of disruptive forces is the thread that runs through the hospitality industry. Even before 2020, the hospitality industry was simultaneously experiencing growth and disruption from companies such as Airbnb.

The Good News: Hotels have a clear path to recovery after a rocky year if they continue their technology transformation and flexibility for serving a hybrid customer base. There is a reason for optimism, and the hospitality industry is welcoming the slow but steady signs of recovery. In 2020 hotels launched programs focused on cleanliness and safety to reassure guests that their health and safety were number one priority. Flexible cancellation policies have been introduced to encourage guests to plan with confidence.

Hybrid Events

While 2020 became the year of the virtual event, 2021 will be the year of the hybrid event.

Marriott Corporation launched Connect with Confidence. Hilton’s EventReady Hybrid Solutions provides event planners with opportunities to plan hybrid events, and Intercontinental Hotels Group launched Meet with Confidence, a hybrid meetings and events solution.

Having an excellent hybrid event plan is not enough as both the hotels and the event planners will be required to learn how to make these hybrid events successful. More than six thousand marketing professionals attended the 2nd (Almost) HYBRID Virtual summit, where the focus was creating successful hybrid events in 2021 and beyond. Some key themes emerged from the summit:

  • Technology will continue to play a critical role in future events. IT bandwidth, connectivity, and infrastructure were tested in 2020 when all meetings moved to online platforms like Zoom, Webex, Microsoft Teams, and other video platforms. The demand for technology will only increase as hybrid events become the norm in 2021 and beyond.
  • Success will be measured by the Engagement of both in-person and virtual attendees.

 

 

Read More Big Thinks

Big Thinks April 2021 Cover Tracy Levine Forbes Coaches Council and CEO Advantage Talent Inc

Hiring Goes Hybrid: Social Recruiting is Overtaking Traditional Methods of Hiring

The internet has facilitated the most significant impact on how we get hired. For your career to continue to experience growth and expansion, it is crucial that you know where to be seen and heard online. Getting hired in 2021 will require a multi-faceted approach, including targeted resumes and applying for jobs online while capitalizing on the new innovative ways hiring managers are using the internet and social media for hiring.

Read More »
Big Thinks April 2021 Alicia Alfonso

Social Impact: Going Hybrid

The world is no longer split between social impact and non-social impact. We’ve entered a time when every organization, government, and citizen is expected to improve the world around them in one way or another.

Read More »

IT Goes Hybrid

In this era of digital globalization, data sovereignty and privacy issues have become a constant challenge for companies that are running businesses locally or globally. Globalization demands for information flow across the borders. Cloud technology has removed the geographical barriers of data storage, providing companies the ability to store information anywhere globally.

Read More »
Big Thinks April 2021 Cover Karyn Mullins Contributor

Healthcare Delivery: The Future is Hybrid

We expect to order an item online but return it to a physical store and buy groceries online but drive a physical location for quick pickup. This digital transformation has been ongoing in many other industries for years and has now arrived in healthcare.

Read More »
Big Thinks March 2021 Lisa Musich Contributor

From Self-Destruction to Self-Disruption

In today’s market, candidates (and employees) are experiencing the same dynamic pressures that affect SaaS and other technology products. By thinking of themselves as products and applying the same practices and techniques that lead to market success, they can remain current and meet the rapidly evolving needs of the most elite employers. Those that don’t will continue to fall further and further behind.

Read More »

Author