The news that the first baby boomer has filed for social security benefits and a recent birthday reminded me that I hadn’t told you about one of the seminars from this past Florida Governor’s Conference.
In the seminar we learned several key points – first and foremost that we shouldn’t mix up boomers and seniors. Today’s boomers do not match yesterday’s preconceptions about “old people”.
Boomers are not all uniformly one type with only one set of needs. They may be active, they may be raising their grandchildren, they are in most cases still working (some part time) and they are more health conscious. They feel younger than their actual age.
However, there are some key shared experiences like the influences of being the first television-raised kids and Dr. Spock; and some generational traits like optimism, not blinding accepting the status quo, and being interested in the environment.
The best way to market to them is not by age segment but by lifestyle (or life stage) as the one-size fits all approach may not be relevant.
More importantly, this is a growing market. Over the next ten years, this segment (those born between 1946 and 1964) will experience a 23% growth as a percentage of the population. This will represent some 78 million people.
So, be careful what you call them and of your imagery. This market segment wants to do things to stay vital (the mental fitness craze, looking for spas in hotels). Make sure your messages have feeling to reach their inner needs.
What percentage of your business are boomers? Have you done an audit lately? Look at your products and services – what will appeal to this market? Review your marketing materials (brochures, advertising, etc.) – does this segment get the experience that you offer?
Thursday, January 31, 2008
Monday, January 28, 2008
Jan 28: Hotels With Original Art
Another up and coming trend in hotel marketing to differentiate one hotel from another is the use of original art. Now for some traveling business people, this trend is not necessarily the most important feature of a hotel. In fact to them it may be totally unimportant. But according to recent articles, this trend is said to be spreading not just in the boutique type hotels but in large luxury chains like the Ritz properties.
In addition to distinguishing one’s hotels from its rivals, some of the other reasons to include original art are to create an atmosphere, to offer a “richer” experience during one’s stay and/or to appeal to a younger clientele. Supposedly GenXers (those in the 27 to 43 age range) with their disposable incomes are seeking more uniqueness. One-of-a-kind art taps into their cravings to set apart their experiences and this includes travel.
So the next time you’re out and about, check out your competitor’s lobby. Do any of the sculptures or paintings stand out? Or are they decorated exactly like every other member of the chain? What can you do to distinguish yourself? The key, of course, is to fit art expenditures into your decorating budget so it might be wiser to begin with one very outstanding piece and work up to a collection. What do you think?
In addition to distinguishing one’s hotels from its rivals, some of the other reasons to include original art are to create an atmosphere, to offer a “richer” experience during one’s stay and/or to appeal to a younger clientele. Supposedly GenXers (those in the 27 to 43 age range) with their disposable incomes are seeking more uniqueness. One-of-a-kind art taps into their cravings to set apart their experiences and this includes travel.
So the next time you’re out and about, check out your competitor’s lobby. Do any of the sculptures or paintings stand out? Or are they decorated exactly like every other member of the chain? What can you do to distinguish yourself? The key, of course, is to fit art expenditures into your decorating budget so it might be wiser to begin with one very outstanding piece and work up to a collection. What do you think?
Friday, January 25, 2008
Jan 25: Is it too late to say Happy New Year?
At what point in the year does it become too late to wish everyone a happy, healthy New Year? Since I haven’t done it yet in this HSMAI blog, thought I’d take this opportunity to do so along with a quick look back and a quick look ahead.
We’ve passed a milestone of sorts – one quarter of “successful” blog writing with some 30 articles in 2007 posted by the HSMAI Insider along with one guest written post. It’s amazing to me that so much time has passed and so quickly, but they say that’s what happens when you’re having fun. And I’m enjoying the writing and getting to know all of you better.
Thank you for sending along your comments, topic suggestions, and newsworthy tidbits. Sorry we haven’t included all of them, but stayed tuned.
Looking ahead to 2008, we’ve got a lot more to share. Hope you will continue to (or begin to if you haven’t already) sending in your accomplishments, people changes, newsworthy items, and local hospitality happenings. Don’t forget we’re the “newsletter” of the chapter – here to inform you, educate you, and create an online community.
So, belated, best wishes to all for the best 2008 ever!
We’ve passed a milestone of sorts – one quarter of “successful” blog writing with some 30 articles in 2007 posted by the HSMAI Insider along with one guest written post. It’s amazing to me that so much time has passed and so quickly, but they say that’s what happens when you’re having fun. And I’m enjoying the writing and getting to know all of you better.
Thank you for sending along your comments, topic suggestions, and newsworthy tidbits. Sorry we haven’t included all of them, but stayed tuned.
Looking ahead to 2008, we’ve got a lot more to share. Hope you will continue to (or begin to if you haven’t already) sending in your accomplishments, people changes, newsworthy items, and local hospitality happenings. Don’t forget we’re the “newsletter” of the chapter – here to inform you, educate you, and create an online community.
So, belated, best wishes to all for the best 2008 ever!
Tuesday, January 22, 2008
Jan 22: Gastrotourism
One of the “new” trends for 2008 is supposed to be “Gastrotourism”. Now, I had never heard this term used before so I went on a search for its roots. Gastro comes from the Greek word for belly or stomach. Gastronomy is defined as the study of the relationship between culture and food. And usually the “food” being mentioned is of higher quality --more gourmet than one’s regular, daily fare.
So Gastrotourism is the combination of the learning about food and culture combined with travel.
In South Florida it would seem like this “new” trend should be any easy one for us to join in on. Supposedly smart hotels are doing packages to tap into this market. In some case you just learn about food in general and in others you get practical techniques and hands on experience. At some of our larger hotels you can already find executive chefs giving small classes for a fee and in some cases the prepared meal is then enjoyed by all. In case you don’t have food facilities or the ability to provide your own, you can certainly check out a number of the local programs for cooking. Our area contains everything from full-fledged top culinary and cooking schools to local restaurant chefs and caterers offering one-off classes. I’m sure a number of these venues would be interested in developing joint packages with your property.
Do you offer any food-related experiences (besides dining) at your hotel? Can your guests tour your kitchen? Meet your executive chef? Get a copy of a recipe for a meal they enjoyed? Are you steering visitors to a restaurant where they can experience our local cuisine? So South Florida, how are you currently tapping into this “new” marketing trend?
So Gastrotourism is the combination of the learning about food and culture combined with travel.
In South Florida it would seem like this “new” trend should be any easy one for us to join in on. Supposedly smart hotels are doing packages to tap into this market. In some case you just learn about food in general and in others you get practical techniques and hands on experience. At some of our larger hotels you can already find executive chefs giving small classes for a fee and in some cases the prepared meal is then enjoyed by all. In case you don’t have food facilities or the ability to provide your own, you can certainly check out a number of the local programs for cooking. Our area contains everything from full-fledged top culinary and cooking schools to local restaurant chefs and caterers offering one-off classes. I’m sure a number of these venues would be interested in developing joint packages with your property.
Do you offer any food-related experiences (besides dining) at your hotel? Can your guests tour your kitchen? Meet your executive chef? Get a copy of a recipe for a meal they enjoyed? Are you steering visitors to a restaurant where they can experience our local cuisine? So South Florida, how are you currently tapping into this “new” marketing trend?
Thursday, January 17, 2008
Jan 17: Taking the Kids on Vacation…
The weekend just before Christmas, we had the “pleasure” of having two of the grandchildren with us at the Nickelodeon Holiday Inn Suites Hotel in Orlando. They really do it up big there – and it’s ALL about the kids. First the selection of the room suite: We chose a two bedroom suite – we had our own bedroom with king size bed and television and the kids got their own bedroom with stackable bunk beds, their own TV, game player, etc. The living room has a mini-kitchen, a pullout sofa and big screen TV. We were in the “Jimmy Neutron” suite which we figured would be most appealing to our youngest, the grandson.
Even though we were experiencing some cooler temps for mid-state Florida, they enjoyed the waterslides, two pools, hot tubs, the game room arcade, the free quiz shows, the slime experience show (we paid for this one) – where they got to taste slime, feel slime, and have their hair painted green, plus participate in contests to win credits for the arcade. Our kids were a bit old for the character breakfasts, but enjoyed helping themselves to the other buffets and wandering about the fast food court tailored to the children’s tastes.
Got me to thinking about all the kids programs. Everyone is probably most familiar with Disney’s kids programs, their character meals, etc. These full-fledged kids programs are not the only ones around, however. Family-friendly services abound at a lot of hotels – from Holiday Inn’s kids eat free program, the Hyatt Kids programs, and Omni’s Sensational Kid programs. Now some of these are just amenities – like including special kid menus or providing a video game room. Remember when providing a baby sitter meant finding an employee looking to make some extra money in their off-time? Now babysitters are screened, fingerprinted, and certified in first aid. And then there are the relatively new popular programs like the Spa programs for kids (the Ritz).
Some programs include the parents (or grandparents) and some are providing safe, fun activities while the parents are elsewhere. So, south Florida – what do you provide at your properties for families with kids? And how are you tapping into the “kiddie” market?
Even though we were experiencing some cooler temps for mid-state Florida, they enjoyed the waterslides, two pools, hot tubs, the game room arcade, the free quiz shows, the slime experience show (we paid for this one) – where they got to taste slime, feel slime, and have their hair painted green, plus participate in contests to win credits for the arcade. Our kids were a bit old for the character breakfasts, but enjoyed helping themselves to the other buffets and wandering about the fast food court tailored to the children’s tastes.
Got me to thinking about all the kids programs. Everyone is probably most familiar with Disney’s kids programs, their character meals, etc. These full-fledged kids programs are not the only ones around, however. Family-friendly services abound at a lot of hotels – from Holiday Inn’s kids eat free program, the Hyatt Kids programs, and Omni’s Sensational Kid programs. Now some of these are just amenities – like including special kid menus or providing a video game room. Remember when providing a baby sitter meant finding an employee looking to make some extra money in their off-time? Now babysitters are screened, fingerprinted, and certified in first aid. And then there are the relatively new popular programs like the Spa programs for kids (the Ritz).
Some programs include the parents (or grandparents) and some are providing safe, fun activities while the parents are elsewhere. So, south Florida – what do you provide at your properties for families with kids? And how are you tapping into the “kiddie” market?
Monday, January 14, 2008
Jan 14: Room Amenities – more than just soap…
What passed for in-room amenities in the old days was getting a scratchy towel in the bathroom and a very small paper-wrapped bar of generic soap.
Now we have name brands competing for shelf space. Some special scents (see the previous blog post on “vacation scentsations”) and lots of other things including lint removers, shoe cleaner mitts, q-tips and cotton balls, eye makeup remover packets, skin moisturizers, shoehorns, and sewing kits. In some of the international hotels you might even see some regional or “native” items featuring a locally produced product, spices, little gifts, or a small food item. Instead of being just plopped wherever, these amenities are artfully arranged in wicker baskets or on specially constructed plastic holders. Sometime the towels have been amusingly arranged into various animal shapes and are on the bathroom counter or on one’s bed.
And then you have those hotels who offer anything you might have forgotten if only you contact the front desk – from combs to razors. Occasionally, there are so many items on the sink counter you have no room to add your toothbrush and cosmetics to the shelves. And you have to remove the extra water glasses, soap dishes, trays, and platforms just to have space for your own things.
So what’s your favorite amenity to receive in your hotel room? What do you never use? What would you like to see in every hotel room? And what, if you’re an hotelier, do you provide for your guests?
Now we have name brands competing for shelf space. Some special scents (see the previous blog post on “vacation scentsations”) and lots of other things including lint removers, shoe cleaner mitts, q-tips and cotton balls, eye makeup remover packets, skin moisturizers, shoehorns, and sewing kits. In some of the international hotels you might even see some regional or “native” items featuring a locally produced product, spices, little gifts, or a small food item. Instead of being just plopped wherever, these amenities are artfully arranged in wicker baskets or on specially constructed plastic holders. Sometime the towels have been amusingly arranged into various animal shapes and are on the bathroom counter or on one’s bed.
And then you have those hotels who offer anything you might have forgotten if only you contact the front desk – from combs to razors. Occasionally, there are so many items on the sink counter you have no room to add your toothbrush and cosmetics to the shelves. And you have to remove the extra water glasses, soap dishes, trays, and platforms just to have space for your own things.
So what’s your favorite amenity to receive in your hotel room? What do you never use? What would you like to see in every hotel room? And what, if you’re an hotelier, do you provide for your guests?
Monday, January 7, 2008
Jan 7: The British are coming, the British are coming…
We heard that cry in the late 70’s and early 80’s as the British Invasion was in full force here in South Florida. Hotels in Miami Beach at that time used to close down in the summer months. They were resurrected financially by the influx of British tourists filling hotel rooms in their former summer doldrums. A welcome shot in the arm, psychologically as well as financially, this “invasion” saved many properties. Companies sprang up to serve the visitors – receptive operators, tour operators shuttling visitors between Mickey Mouse and South Florida, trolleys, restaurants and stores catering to British tastes – you name it, we had it. And visitors came back, lured by our warmth and the favorable exchange rate. On their second and third trips, they ventured further out of greater Miami or Orlando and into other parts of Florida.
The recent announcement of Zoom Airlines starting up low-cost service from London’s Gatwick Airport to Fort Lauderdale in May 2008 was a wonderful bit of news. The flights are supposed to operate twice-weekly (Sundays and Thursday). One of the flights (Sunday departures) will be non-stop while the other departure (Thursday) is via Bermuda. This direct access into Greater Fort Lauderdale with its time-saving convenience will mean they will be able to enjoy our regular popular “fun in the sun” offerings faster and easier. Plus they will be able to take advantage of our “new” gambling casinos.
We hope that once again the British public will “invade” to experience the value afforded by the favorable currency exchange rate…and that they fill our empty rooms. So, what are you doing to get ready?
The recent announcement of Zoom Airlines starting up low-cost service from London’s Gatwick Airport to Fort Lauderdale in May 2008 was a wonderful bit of news. The flights are supposed to operate twice-weekly (Sundays and Thursday). One of the flights (Sunday departures) will be non-stop while the other departure (Thursday) is via Bermuda. This direct access into Greater Fort Lauderdale with its time-saving convenience will mean they will be able to enjoy our regular popular “fun in the sun” offerings faster and easier. Plus they will be able to take advantage of our “new” gambling casinos.
We hope that once again the British public will “invade” to experience the value afforded by the favorable currency exchange rate…and that they fill our empty rooms. So, what are you doing to get ready?
Thursday, January 3, 2008
Jan 3: AND A GOOD TIME WAS HAD BY ALL
Kudos to Susan Stern, our Chapter’s Director of Community Service, for spearheading the wonderful Christmas Party event held at the Broward Outreach Center on December 19th. The HSMAI “elves” visited the homeless center in Pompano Beach to brighten up the children’s holidays with food, beverages, and gifts.
One of the nicest things to happen was that we learned that some of the families had found homes so there weren’t as many children on site as expected. What a great Christmas gift for them! We had about 30 to 40 mothers and their children enjoying the festivities – punch and snacks and opening gifts and chatting with Santa. I should say that Dan Cohen did a fantastic job of playing Santa – so real was his outfit that I didn’t recognize him at first under that long white beard!
By the decorated tree, some of the elves sorted the gifts by gender and age to make it easier to distribute them to the children. We got to enjoy seeing the children hug their stuffed animals and play with their toys. Just to see the smiles on everyone’s faces was a heart-warming reward.
Thank you to everyone who donated gifts. I’m sorry we don’t have everyone’s name to recognize. We collected almost 200 presents. Broward Outreach will be distributing the rest of the gifts to new arrivals. Thank you to the coordinators at the drop off points: Bill Baker (Days Inn Hollywood), Michelle Deloya and Tricia Cecere (Hyatt Place Plantation), and Sandy Edwards (Jungle Island), as well as our Executive Director Phyllis Festinger who answered questions and rsvp’s. And to those who took the time out of their day to attend and assist at the event: Jennifer Weaver (Smart Source); Donna McCarthy (Jungle Queen); Janice Bauer (Mark Scott); Ellen Serra (Comfort Suites Airport & Cruise Port); Amber Harper (Comfort Suites Airport & Cruise Port); Christina Greenley, (Collegiate Chapter- FIU); Richard, (Christina's boyfriend, FIU); Tessa (Hyatt Place); Tricia Cecere (Hyatt Place); Peter Magnusson (Sharp Marketing); Julie Wernick (JWFranklin & Associates); Deema Aqra (Crowne Plaza Hollywood Beach);Robin Orrell (Crown Plaza Hollywood Beach); Sandy Edwards (Jungle Island); and of course, “Santa” Dan Cohen (Mega Parties/Media 17). My apologies to anyone I missed. Again, special thanks to Susan Stern (Hampton Inn Plantation).
Oh, I almost forgot to mention. The Broward Outreach Center is constantly looking for other donations. They have an on-site store that supplies business suits for women looking to re-enter the job market. They can use amenities (shampoo, soap, etc.) for their day visitors who use their shower facilities. Nina Corbe, Community Development Associate is your point of contact. She asked that you call FIRST to see what’s needed and so that she can arrange to meet you and collect your donated items. Call Nina at 954-935-3048 and let her know you heard about her organization through our chapter of HSMAI and you’d like to help. All items will most appreciated.
One of the nicest things to happen was that we learned that some of the families had found homes so there weren’t as many children on site as expected. What a great Christmas gift for them! We had about 30 to 40 mothers and their children enjoying the festivities – punch and snacks and opening gifts and chatting with Santa. I should say that Dan Cohen did a fantastic job of playing Santa – so real was his outfit that I didn’t recognize him at first under that long white beard!
By the decorated tree, some of the elves sorted the gifts by gender and age to make it easier to distribute them to the children. We got to enjoy seeing the children hug their stuffed animals and play with their toys. Just to see the smiles on everyone’s faces was a heart-warming reward.
Thank you to everyone who donated gifts. I’m sorry we don’t have everyone’s name to recognize. We collected almost 200 presents. Broward Outreach will be distributing the rest of the gifts to new arrivals. Thank you to the coordinators at the drop off points: Bill Baker (Days Inn Hollywood), Michelle Deloya and Tricia Cecere (Hyatt Place Plantation), and Sandy Edwards (Jungle Island), as well as our Executive Director Phyllis Festinger who answered questions and rsvp’s. And to those who took the time out of their day to attend and assist at the event: Jennifer Weaver (Smart Source); Donna McCarthy (Jungle Queen); Janice Bauer (Mark Scott); Ellen Serra (Comfort Suites Airport & Cruise Port); Amber Harper (Comfort Suites Airport & Cruise Port); Christina Greenley, (Collegiate Chapter- FIU); Richard, (Christina's boyfriend, FIU); Tessa (Hyatt Place); Tricia Cecere (Hyatt Place); Peter Magnusson (Sharp Marketing); Julie Wernick (JWFranklin & Associates); Deema Aqra (Crowne Plaza Hollywood Beach);Robin Orrell (Crown Plaza Hollywood Beach); Sandy Edwards (Jungle Island); and of course, “Santa” Dan Cohen (Mega Parties/Media 17). My apologies to anyone I missed. Again, special thanks to Susan Stern (Hampton Inn Plantation).
Oh, I almost forgot to mention. The Broward Outreach Center is constantly looking for other donations. They have an on-site store that supplies business suits for women looking to re-enter the job market. They can use amenities (shampoo, soap, etc.) for their day visitors who use their shower facilities. Nina Corbe, Community Development Associate is your point of contact. She asked that you call FIRST to see what’s needed and so that she can arrange to meet you and collect your donated items. Call Nina at 954-935-3048 and let her know you heard about her organization through our chapter of HSMAI and you’d like to help. All items will most appreciated.
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