Following the London 2012 Olympics, there has been growing interest from travelers in this area of the capital, especially with exciting new supply coming on to the market, such as chains like citizenM promising ‘affordable luxury’.
These new breeds of hotels cater for the savvy Millennial travellers and offer something different in terms of design and technology with self-service kiosks and smartphone keyless room entry, a feature Expedia is testing via its mobile-booking app.
Travelers that might have previously booked four or five star hotels in west London are now looking at alternative locations. Hotels that have typically been reluctant to move on rates may have to look at their ADRs to compete based on this shifting consumer behaviour.
Guests increasingly want features that are integral to their overall hotel experience, such as booking of activities and ticket purchasing. With competition increasing from a growing number of alternative accommodation providers, hoteliers need to focus on providing experiences and services that these providers can’t offer.
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