ATM 2018: A fresh approach to loyalty programmes and smart technology

Arabian Travel Market

Data released by Colliers International ahead of this year’s Arabian Travel Market (ATM) has revealed that a fresh approach to loyalty programmes and smart technology will define the hospitality industry landscape until 2022.

The data indicated an increase in ultra-personalised guest services and technology-led changes to the physical configuration of hospitality spaces, all of which will create new job roles.

These trends will be discussed at ATM 2018 during a panel discussion entitled ‘The Hotel Landscape of The Future’, which will be chaired by director, Content Inc, Gemma Greenwood. The discussion will investigate high-tech hospitality, new hotel concepts and the brands and hotels due to arrive in the region.

ATM2020

Senior exhibition director, ATM, Simon Press remarked: “The trends identified in this report will define innovation and growth across the regional hospitality landscape in the coming five years. The findings demonstrate that today’s hotel guests don’t want to be part of the crowd – they want a unique experience, personalised to their tastes and expectations and, preferably, in an unexplored, or emerging, destination.”

Colliers International’s data has forecasted eight major global trends for the regional market. These include: fresh and communal themed design; destination experiences; personalised loyalty benefits; ‘co-everything’ shared spaces; multi-role jobs for hotel associates, empowered by technology; authentic experiences; data; and smart hotels.

Over the next five years, the industry is expected to focus on concepts, design and marketing, as well as associate job descriptions.
With operations ever evolving, responsibilities are expected to merge as associates shift from micro-tasking to multi-tasking, transitioning to multi-function roles made possible through the use of technology. As data applications advance, the traditional ‘yield manager’ could be replaced by data scientists, who mine and analyse data on consumer behaviour.

Other game-changing predictions include authentic over obvious luxury, adopting a genuine and more personalised style, and in-room destination guides offering curated and branded experiences. Adding to this, hotel loyalty schemes are expected to offer more personalised benefits, based on customer buying behaviour.

Press concluded: “Using the trends of recent years as a springboard, the hospitality industry will start to pursue new lines of business in 2018, placing a focus on engagement, with personalised and bespoke attention now crucial to the luxury experience.”