November 21, 2017
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While not all day-trippers can be converted to overnighters, there are ways hoteliers can encourage visitors to extend their trip – which will also benefit their longer-term guests.
"The key is to create a guest experience that serves as a natural extension of the local environment," says David Holder, Vice President of Tourism, JLL. "Hotels that offer memorable encounters in authentic atmospheres can help win attention from short-term travelers."
Of course, the big question is how. Winning over business travelers, for example, goes beyond simply offering the facilities they need to conduct business, such as great connectivity and meeting space. It might also mean providing special packages with room rates and dining options included or offering more elements of home, whether it's the ability to watch a favorite show via in-room streaming entertainment, or grab a ready-made breakfast bag for an early morning ride to the airport.
For leisure travelers, it's often more about connecting them with the local events that sparked their interest in the area in the first place. Are they coming for the local music scene? Create a concert calendar to display in a public common area and provide easy-to-score tickets in the lobby. Even better, bring music in-house for live entertainment.Still, there are ways work and pleasure do mix, at least for hotels looking to woo both kinds of short-term travelers.
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