How Market, and Societal, Trends, and Pressures Are Reflected in the Contemporary Facility - Speech or Presentation Example

?How Market, and Societal, Trends and Pressures are reflected in the Contemporary Facility College Discussion The hierarchy of needsconcept postulated by Abraham Maslow explains that there are five needs that motivate all humans. These needs are arranged in a pyramid and an individual achieves satisfaction in ascending order up the pyramid. A possibility of oscillation from higher to lower needs is also a reality depending on the standards of living governed by factors such as new salary, improved terms or even job cut or diminishing profit margins for the self employed (Goff, 2005). Few people, about 2% achieve the highest level of needs which is self- actualization. Hospitality industry is undergoing transformation such that new designs strive to achieve higher levels of needs. Maslow’s model (Goff, 2005) Competition between small and big hotels for market share fueled mass movement from offering the basic needs to high standards by the big hotels (Goff, 2005). Design of high class beds, sophisticated shower systems, high quality towels and entire upgrade of the accommodation facilities was adopted by big hotels among them Hilton and Marriott. In the past many people while traveling, what came first when choosing a place to stay was whether basic things such as safety, security and comfort. However the modern guest focuses on facilities such as affordable Wi-Fi hotspot (Goff, 2005). Therefore, there is a need for the interior designer of hospitality to cater for the high level needs of such guests. This trend clearly justifies analysis based on the Maslow’s model and every design of old or new facility in the hospitality industry should be founded on it. Introduction Contemporary hospitality facilities such as hotels have moved from being just accommodation and recreation places to being fully integrated guest experience that caters for unique tastes and preference of every individual. Currently, hotel architectural designs deal with customer experience because hospitality consumers have power to information and they get exactly what they want thanks to social media. Projects are recognized as innovative and forward looking based on the ability to address customer experience. They should be thoroughly thought and well designed to achieve the unique touch, taste and experience of individual guests. First impression is always crucial and design of places like lobby is given priority. For example most guests prefer natural light and hotels lately adopt natural lighting designs. Modern designs also have to meet the taste of the employees. This brings about employee motivation and thus impacting on a good customer service and improve the overall image of the hotel .Historically focus was put on the public sections of a hotel facility but recently more emphasis has been put in other areas like the support space. Concentrating on uplifting the standards of living of the staff creates a sense of belonging and gives confidence and enough time for them to help guest achieve their experience. The relationship between the three people in a hospitality setting that is the employer, staff and the guests is very crucial. Self-actualization should influence hospitality facility design in such a manner that all these people satisfy their experiences and needs. In the emerging markets, namely; China, India and Brazil, provision of up-scale products may lead to oversupply and there is a need to design new products for instance mid-market and budget products (Gustafson, 2001). During economic recession demand for such products is high and companies in the hospitality industry should shift focus to this area in order to tap the potential of a booming business brought about by middle-income earners and people living within budget and still want to explore hospitality products and services. It should be noted that almost half of the people in the world are middle class and they all need hotels and other hospitality facilities. Hospitality multinational groups are moving towards the emerging markets to not only cater for the consumers from the developed countries but to create brand loyalty and tap into a large local market. This paper therefore discusses how market, and societal trends and pressures are reflected in the contemporary facility. Modern market trends Global financial crisis is one of the major factors that have contributed to a complete change in hospitality industry landscape. Many countries had to cut tax on travel costs and infrastructure. This affected hotel and tourism sector in two ways. More people afford to travel while construction of hotels and other hospitality facilities was boosted by the lowered cost of materials and labor (Deloitte, 2010). During this time budget brands flourished due to the fact that many people adjusted to the crisis by going down the needs pyramid (Helsinki, 2009). Boosted by support by governments through tax cuts on infrastructure, development of such facilities increased significantly. Technology Modern technology has a major impact in the development of hospitality facilities. New technologies in construction, advancement in ICT and growing number of techno-savvy guests has made the developers in the hospitality industry to adopt technology in design as is perceived to solve many issues facing the society. Rooms are equipped with high speed internet access, many high class TV channels and the newest electronic gadgets. The guests can change the taste and indeed the complete experience for instance by changing the theme color of the room using electronic remote control. The availability of free Wi-Fi enable guest to interact with the outside world (Helsinki, 2009). Applications like iMac can be used by guests to interact, check weather forecasts, local events or even give a feedback of the services that they previously received in the facility. Guests carry their music and using their iPods they can enjoy music of their own choice thanks to well designed sound system in the modern hotel rooms. Innovative lighting is another area in technology. Well design hotel room light brings about experience to the guest regardless of whether the guest is on recreation and or a business trip. Lighting walls that come with IP addresses enables the guest to choose in advance the type lighting that suits his/ her taste (Gustafson, 2001). Electrical designs using programmable logic controls, makes life easy for modern hotel clients such that one can control the usage of electric power from a central point. All electrical pieces of equipment including lights and socket power sources are brought together within controlled unit (Gustafson, 2001). Modern hotel rooms need coating to keep them tidy. Coating specifically keeps furniture surfaces clean and reduce the time used in cleaning in addition to enhancing durability in such equipment. Electronic technology has also enabled prospective guest to book their hotels online. Online booking and ability to make own choices at the button of one’s laptop is a major breakthrough in terms of improving efficiency in the hospitality industry. The adoption of CRM in operations of hotel facilities is also another technology feature that is shaping the industry.CRM helps in monitoring important aspects of the business among them sales performance(Jin-zhao and jing, 2009). Smartcard applications in casinos are also shaping the industry in the way in which it is affecting modern gaming. Smart cards may contain consumer information and thus helps the casino operators in managing this crucial resource. Mobile applications are being adopted by hotels like Hilton to enable guest in booking their rooms. Such application enhances direct interaction of between hotels and clients and consequently leading to guest loyalty. Modern market space has been dramatically taken up by social media. Most companies have resorted to social media for marketing, advertisement, promotions and announcements. Such media include Face book and twitter and they offer the most effective way to reach the vibrant mass market. Interaction of guest and hotel facilities is enhanced by biometric identifications such the right guest accesses the right facility at any given time. Such technologies include finger scan, face scan, voice recognition, and signature scan among others (A Question of Identity, 2003). In addition to the biometric systems, swipe cards are also commonly used to serve similar purpose. These technologies make it easier to process transactions and ensure that tedious procedures of the past are done away with completely. This in turn improves productive due to consequently improved efficiency. For clients in business trip, rooms facilitated with plasma and LED TV together with projectors form basis of their tastes since presentation is inevitable and conferencing is part and parcel of such guests. Most business deals are made in such rooms and since it is cost effective many clients prefer hotels of such technological standards. Environment In every aspect of day to day life and in every sector of the economy, the words ‘eco friendly’ resonate. Like any other induststry, hospitality has to operate within standards of environmental sustainability in its operations. Any investment in this sector should embrace green technology. Designs should therefore be geared towards achieving environmentally friendly products and services (Abigail, 2008). The type of energy sources for the facility for instance should be selected carefully .Carbon emitting sources such as thermal generation of electric power is one of the things that modern designs should strive to avoid. On the other hand clean energy such as solar should be given priority during design stages of any facility. Waste management is another aspect of environmental sensitivity such that hotels Inco-operate it in their plans from initial stages. Certain measures are put by tourism and hotel sectors such that everything goes green. For instance hotels in Finland (Rami, 2011) make sure they were dishes with water at 37 degrees centigrade. These are called green washers. As a result hotels train their staff in matters environmental. Modern hospitality facility developers liaise with regulatory authorities governments and all the stakeholders in the sector to achieve the goal of coming up with an ecologically friendly and competitive product. And environment consciousness is becoming a competitive issue such that players in the hospitality industry try to outplay their rivals by coming up with the most eco friendly products. This trend is replicated all over the world from established economies of the US and Western Europe to the emerging economies middle east and Asia. In India for example ITC Limited is a US LEED award winner on what is called green building (Australian perspective by Deloitte, 2010). As consumers become more environmentally aware more challenges come due to the fact that every company will be trying to attract clients on environmentally conscious products (Australian perspective by Deloitte, 2010). For existing facilities which were designed before global warming effects were felt and the subsequent environmental revolution, and had not factored in the environmental issues, readjustment and redesign will be the order of the day. Goods including foodstuffs that are deemed to be environmentally irresponsible shall shunned by most consumers. In early stages of planning and construction, issues of environmental nature are taken care of. This trend also benefits the developer since it guarantees economy of resources, saving energy and raw materials. Room temperature and water pressure have to be adjusted such that the comfort of the hotel room is not compromised and achieving such balance is a major challenge (Oehmichen and Frood, 2010). Technologies such as autonomous power lighting and lighting systems that switches of lights and power sources when a client leaves the room are installed in modern hotels to help conserve energy. Societal Trends The aging baby-boom in developed economies such as the US and Western Europe provides an example of societal trend such that hospitality players move in very fast to cash in on this phenomenon (Barbara Binknowska 2005). The opportunity of hotels to mange residential homes of retired workers is one modern day booming business. Hotels such Marriott have invested in such ventures and product and services that are offered include food nursing and accommodation. The empowerment of women has led to emerging breed of female travelers thirsty to explore the world or just globalize their business empires. These types of clients often come from the Far East, India and Newzealand (Oehmichen and Frood, 2010). As such hospitality developers have to take care of such a group and more often, there will be a lot of difference in the taste of this group compared with the traditionally male-dominated traveler groups. Language and culture is another trend factor. For example traveling and tourism is flexible where there is no language barrier. The emerging Chinese market for example will be enhanced by the fact that Chinese language is being learnt worldwide at the moment. Therefore, more travel destinations for Chinese tourists will be witnessed in future. Religious pilgrimage forms part of tourism, and as religions grow more people tend to travel to historic religious sites. This is a booming business in the hospitality industry. Developers of hospitality facilities in such areas where frequent visits are common are aware of different tastes for different experience of multi cultural and religious groups. Societies where people travel in groups need special product designs for group experience while where individual explorers exist personal and specific preferences are taken into consideration. The baby boomer generations estimated as aged between 45 and 60 years presents and new group that the hospitality players cannot miss to cash in (A Question of Identity, 2003). This is a group which at the retirement age feels like a middle-aged population but in this group the most interesting thing is that most of the people have achieved the self– actualization level in the pyramid of needs. This group is common in economies such as US and the United Kingdom. While in the emerging markets of China and India, the middle-aged groups are the leading consumers of hospitality products. Different generations have different attitudes and lifestyles and the branding and marketing to these groups must be distinct, no more ‘all in one’ approach (A Question of Identity, 2003). Developers in this industry should therefore bear in mind such trends and every design should reflect on diversity of needs and tastes of the various groups. Modern market trend in Hilton hotels There are several marketing trends in the Hilton hotels industry. One of the rapid marketing trends is the use of mobile. As computing and communication increases to become private, the hotels are going beyond Smartphone’s with internet browsing. The hotels are considering mobiles as a significant toll for marketing and they are expanding on-property with the advent of NFC and other communication devices that can be activated. To maximize mobile marketing strategy, the hotels started with optimized website for mobile and booking engine that but into consideration the user experience across many mobile equipments (Nova Galapagos Foundation, 2012). The hotels have taken advantage of this trend with good mobile site designed to provide the visitors with answers they want effectively and fast and enable them book easily. Information can be channeled through the mobile hence offering special rates, promotions and tracking other markets trend. The hotels have taken advantage of SMS/text messaging marketing programs. The guest in the hotels has easily communicated with the staff through this means. They have also work with social sites like Gowalla, face book, foursquare and provide promotions (Nova Galapagos Foundation, 2012). Another marketing trend in the Hilton hotels is the use of social media. The hotels initiate conversation and start relationship with customers through the social media channels. They have established active presence in face book and twitter so as to engage and retain the customers. Social media has helped the hotels grow by making face book an extended booking engine and including call to action so as to prompt new customers and fans to book directly (Horner, 2012). They have taken advantage of push marketing on face book to include specifically designed page that promote engagement and interaction. The advertising campaigns in social media have given new fans and viewers a chance to easily convert and engage with the hotel. The last marketing trend in Hilton hotels is channel management. For example, the hotels encourage customers to pay attention to Billboard effect trend through the year (Mackenzie, 2012). Management always ensures that they maximize their presence across several channels such as OTAs, this help the use of third party relationship to move business back to the hotel website. The billboard effect shows 20% extra bookings direct to brand website when present on OTAs. References: Ana C. B, Oehmichen A, and Frood S. 2010. Branded Hotels in Europe: Development guide. Davis Langdon. Co-authored by HVS London and davis Langdon. Abigail S. 2008. Social Trends. Office for national statistics. No.38 A Question of Identity. Biometric applications. Pictures of the Future. Spring. 2003. Australian perspective by Deloitte. 2010. Hospitality 2015. Game changes or spectators. Bruce G. 2005. Hospitality Design that Meets Hierarchy of Needs. Implications. Regents of the University of Minnesota, 5(7) Deloitte. 2010. Hospitality 2010. Tourism, hospitality & leisure. 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