Home' Hotel Management : HM February 2018 Contents teams, knowing that the guests are now the storytellers
who truly matter. Quality influencers have a trust and
authenticity that traditional advertising did not possess.
Good hotel brands are not just telling a story anymore,
they are creating a stage for guests to live and share their
stories. Essentially this means creating a series of curated
experiences, and inviting guests to enjoy and share them via
Instagram and Facebook, and even word of mouth.
At Vibe Hotel Rushcutters Bay all the world is a stage,
as shown in the number of influencers dropping in at the
rooftop pool area for an impromptu swimwear shoot, or at
the hotel restaurant, Storehouse on the Park, for brunch
with their labradoodle, all snapped for Instagram of
course. This hotel was completely reimagined with a Palm
Springs styled refurbishment a year ago, which created
a new weekend precinct for locals to combine their love
of the natural outdoor locale with a swim, followed by
brunch or breakfast with their pets, creating untold
opportunities for social media stories. The new look
rooftop pool fast became a magnet for photographers and
models with a stunning backdrop of the Sydney skyline,
allowing ‘storydoing’ to shine.
The Calile will soon be our fashion shoot locale for
anyone who feels like a moment in the spotlight. This
stunning urban resort will naturally lend itself to being the
place where the stories are made and memories shared. The
open-air pool with its cabanas, the laneway bar, the stunning
lobby and the surrounding retail and dining precinct of
James Street are the perfect backdrop for stories to play out
on the social feeds of the local fashionistas, famous faces and
those who simply love the limelight.
At TFE Hotels we are constantly innovating to create
memorable experiences that allow stories to come to life.
We partner each year with TEDxSydney, harnessing
some of the event ’s keenest minds to help shape hotels
of the future. We hosted an innovative workshop on
the future of human interaction at hotels, asking how
guests would best interact and connect with their fellow
travellers. The research will inform the design of our
new and refurbished hotels, how we use technology and
service to connect guests with each other and with our
teams in meaningful ways – another example of bringing
storydoing to life.
Adapting our travel offerings to suit the millennial
mindset and better engage this subset of travellers is a key
part of our expansion program. We know that millennials
will make up 50 per cent of the travelling population
by 2021 (Fjord Trends 2017) but also that a “millennial
mindset ” has emerged that doesn’t correspond with a
particular age group. So, we examine the purpose of each
trip – is it a family holiday, a ‘bleisure’ trip (combining
business and leisure) or a staycation – then we design our
guest booking and travel experience around that.
We know that those with a millennial mindset like
to research and book their trip on their mobile device,
using recommendations from rating sites, friends and
influencers. We have developed a travel blog, Checkedin.
com.au, providing travel inspiration for trip planning,
and our mobile first marketing engages people with our
brands at all stages of their booking journey, via our
website, Facebook or video advertising.
When travelling, millennial mindset travellers like
to explore local neighbourhoods rather than just hit big
tourist attractions in a tour bus. They seek connectivity; not just via technology, but in
sharing social spaces with other guests, family and friends. In response, we adapted the
way we design spaces architecturally, creating living lobbies that are a world away from
stale transition points. Instead our lobbies are becoming vibrant social hubs for guests and
locals to kick back, be ‘alone in a crowd’, and work or play on their laptop. An excellent
example of this is Vibe Hotel Canberra Airport, winner of multiple design awards,
and the refurbished Vibe Hotel Rushcutters Bay. Both provide a lobby culture that is
internationally accessible, inclusive and laid-back, but with a vibrancy that becomes the
centre point to hang out and interact. These are spaces that feel like a larger version of
somebody’s living room, with fast WiFi, good coffee, great decor and a really cool bar.
We also know that millennial thinkers love to take the advice of those in their
social network, and influencers they follow online. So every campaign we do involves
highly relevant bloggers, a YouTube star or Instagrammer. We have had great success in
engaging micro-influencers in campaigns for Adina Apartment Hotels and Gambaro
Hotel in Brisbane. This year we will unveil exciting new influencer campaigns to promote
the openings of our new hotels – Vibe Hotel in North Sydney, Adina Apartment Hotel
in Brisbane and The Calile in James Street, Brisbane, as well as the newly refurbished
Vibe Hotel on the Gold Coast.
TFE Hotels also launched a partnership with TwoSpace, a Sydney start-up that
turns restaurant spaces into fun co-working spaces, by setting up a hub at Vibe Hotel
We are working closely with major developers to design more than 26 new hotels that
are set to open in the next five years. Our flexibility as a locally run company allows us to
introduce and test new technologies to improve the guest experience. Overwhelmingly,
our research shows that people want more valuable and meaningful connections
when they travel. People want technology that allows them to better connect with
people – our team members, other guests or their loved ones. If mobile digital check-
in means less time spent queuing at the check-in desk and more time talking to the
hotel’s knowledgeable sommelier about the best local Shiraz, everyone is happy. Good
technology in hotels is about making the hotel experience seamless so that team members
are better able to interact with guests and assist with their needs. Hotels are working
on providing platforms that allow guests to use their own devices, allowing them fast,
unlimited WiFi and the ability to direct stream to large monitors.
Harnessing mobile platforms as marketing and booking tools will be an even greater
focus for us in 2018. We have developed our high-performing mobile website into an
efficient booking tool. While Online Travel Agents remain true partners, we encourage
guests to book directly on our own platforms, engaging them through various stages of
the customer journey – building brand recall and loyalty via our own websites and social
platforms, engaging them to reach our booking engine using SEO and SEM, using
Facebook advertising and platforms such as TripAdvisor.
As we continue to grow, ensuring our guests have a wonderful experience every time
they stay and recommend us to their family and friends, continues to be our core focus.
Making guests happy is always at the heart of everything we do. n
A TFE HOTELS PROMOTION
Links Archive HM December 2017 HM April 2018 Navigation Previous Page Next Page