Iain Hardman is the Deputy Managing Director of multi award-winning East Lodge Country House Hotel in Rowsley, in the heart of Derbyshire’s Peak District. He outlines some of the top trends for 2012.
2012 is set to be a critical year for hotel owners throughout the UK. The twin celebrations of the Queen’s Jubilee and the Olympics on the horizon, presents a unique opportunity for hoteliers, with the expected flood of visitors set to give the whole industry a financial boost estimated at anywhere between £100-£150 million.Many in the industry have been preparing for this moment for the last few years, looking to capitalise on these signature events. Only hotels at the top of their game and up to speed with the latest trends in the hospitality industry can hope for a competitive edge when competing for this potential influx of new business.
When looking at current trends in the hotel industry, there are some general themes which are solid and evolving and coming to fruition now, and these need to be distinguished from some of the fads that come along from time to time only to fade away. Some of these solid trends, particularly in terms of food and décor are clearly here to stay for the foreseeable future and are the ‘ones to watch’ for 2012. The areas trending now in the four areas of décor, multi-media, food and ‘value adds’.
Décor
Boutique style is still very much in vogue. Traditional and modern hotels have always appealed to different types of guest, but the modern traveller is now expecting more, with even the most traditional of hotels and chains expected to have the latest in modern touches of style. This has seen many venues become ‘boutique’ in style and here the challenge is to deliver the modern style of décor demanded, while remaining in keeping with the often very traditional features and historical significance of some hotel buildings.
While boutique is still very much a buzz word, its original meaning was to distinguish, small, elite hotels, specialising in fine dining and a high standard of personalised customer service from some of the larger chains. While this still remains the case, there has been a clear effort on the part of everyone to up their game and deliver in these areas too. This trend is certainly going to continue and is forcing Boutique hotels in the original sense of the word to themselves offer greater choice.
This trend also extends from the interior generally, to specifics like the restaurant. Choice is becoming a watchword for many consumers now and having one basic offering is now proving insufficient. While many guests continue to demand the classical restaurant setting – others want the availability of other options, such as a private dining area or a Chef’s Table and many venues are now looking at these options as a way of delivering additional customer satisfaction and as a means for delivering a feast for the eyes as much as the appetite.
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