TOP TEN GLOBAL HOSPITALITY TRENDS - 'WINK WINK'!

ANOTHER SET OF TOP TEN TRENDS THAT ARE NOT OFFICIAL OR PUBLICLY DISCUSSED

While industry watchers are looking at trends that are obvious to statisticians, corporate insiders and consultants, here are some cynical trends that are not tracked but which should be, in my opinion, observed & then vigorously avoided.

As a student of the industry, I look at trends from the standpoint of an employee, a brand, an operator, an owner, a lender and a guest.  After some 50+ years working in this industry, I can see clearly and unwaveringly through the billowing smoke and walk right through the shiny mirrors at the slight of hand and clumsy attempts to fool others for short term rewards. Both smoke and mirrors are in high production by many industry participants (not all) as they strive toward short term gains with no regard to the old rules of the game.

1. Fooled you. Owners who contractually agree to product improvement plans to bring their hotels back to a quality level and then delay for as long as they can, comfortable in the fact that they can often find another brand to kick the can down the road a few more years. The result...."you are staying sir.... at a cash-cow".
2. Deceived you. Actually yes, you are right, the floor is not wood, it is vinyl. Actually it is a photo of real wood that is less than 1 mm thick, and no, the wall is not marble, it is paint. The sheets are actually quite old, probably almost six years old.....like the towels. If you do complain, we'll bring you up a set of the new ones. We have about half a dozen for when the VP is here. And no, the sink stopper hasn't worked in 30 years. And yes, 'limited service' is really no service......actually more like 'help-yourself'. The carpet is hard? Well yes, we glued it to the cement........doesn't everyone?
3. Mislead you. Hotels that claim 6 Star status that are self proclaimed in countries or areas that have no classification system or no teeth in the system they have. In some countries, that is known as a swindle, but not here. Fine dining is actually a play on words......with 'fine' actually meaning a penalty. Bon appetit!
4. Goosed you. You are a valued, loyal client and we treasure your business. We reserve the right to goose you however on any and all days where we could replace you with someone less loyal and more naive..... for an extra buck or two. And those loyalty points......they disappear without trace and without notice. Sayonara!
5. Confused you. The pictures in our brochure have absolutely no connection to reality. The Spa is only a Jacuzzi and its out of order. The breakfast eggs are out of a bottle and the toaster doesn't toast. If you had wanted the presidential suite, the bed would have looked like that and the staff would have smiled...... and the only item freshly squeezed around here, is you!
6. Branded you. Yes you are right, the 20 year License Agreement for that brand does not mean that they won't build another sister brand across the street, just that you are stuck with the old one and all your best, most loyal customers will be enticed across the street. That's just the way it works. No we don't use a red-hot branding iron but we might as well!!
7. Imitated you. This brand is unique in that it was an exact imitation of that one there. We all just copy each other. It's easier that way.......no need for research & development, eliminates the need for creativity and makes staffing decisions very easy and training completely unnecessary.
8. Conned you.  The reservation system production level for that brand is indeed fantabulously high, but you have to add in all those guests who heretofore were making their reservations directly which they now love doing to get their points so they can think about staying at the Caribbean Beach resort ..............which has the perpetual 'black-out' period except in the hurricane season.
9. Phony you. I know, I know, all we asked for originally was your name and address but now, we don't trust you. Now we need your business phone, your home phone, your cell phone, your passport number, its' expiry date, where was it issued, your email, your licence plate, the make of your car, the model and year, your credit card number, its expiry date, the secret number on the back, your drivers licence and we promise to keep all this secret. Have a nice day! And still we don't remember your name!
10. Employed you.  I know, I know. We were all very excited when you started employment with us and you thought it was a career and you went out and rented an apartment and bought a new fridge. Well now you know, we borrowed you from your parents for a few months and now the season is over, they can have you back. See ya!!

The one redeeming trend that is returning to our industry which will have a huge beneficial impact on all these contrived trends, is the urge for 'authenticity'.  This is a wonderful word which all constituents of our industry should explore, investigate and vigorously pursue. It signifies genuineness, legitimacy, validity, realism, faithfulness, dependability and accuracy.

Properly delivered, it is genuine entertainment..... it encourages a great night's restorative sleep, a healthy, memorable regenerative meal and a stressless, rewarding people experience. Is that not the industry that we strive to create?

Let's pursue authenticity.........on everyone's behalf!