2017 hotel trends: Some indications from AHLA 2016 Lodging Survey

Recently, the American Hotel and Lodging Association (AHLA) and Smith Travel Research (STR) released the "2016 Lodging Survey." The goal of this biennial survey is to provide a current and comprehensive understanding of hotel operations, with the possibility of identifying the critical travel trends heading into 2017.

The survey covers a wide range of areas. I highlighted the key findings from the survey on Multibriefs.com, but here is a brief summary:

Technology

#Hotel #Trends http://bit.ly/112216 

• Almost all hotels across various chain scales (from luxury to economy hotels) adopt central reservation systems (94-100 percent).
• More hotels are using mobile apps for customer service, including checking-in into a hotel. 
• 98 percent of hotels offer high-speed in-room internet service with wireless access, with fewer hotels charging for the service. 
• Fewer hotels are using social networking sites for marketing purposes, dropping from 93 percent in 2014 to 87 percent in 2016.

Additional discussions for consideration:

• Replacing the central reservation centers with mobile service centers
• Offering tier prices for hotel Wi-Fi
• Understanding the core principle of social media marketing
• Valuing the importance of human interactions in sales
• Using machines to serve your guests

Sustainability

• A substantial increase in the number of hotels using high-efficiency/LED lighting.
• 94 percent of hotels offer a towel/linen reuse program.
• 47 percent of hotels participate in an amenity-recycling program.
• A record number is set by the hotels using energy management sensors in rooms.

Additional discussions for consideration:

• Understanding how much extra effort consumers will make for sustainability
• Being aware of the damage sustainability can bring to the hospitality and tourism industry
• Being aware of the benefits sustainability can bring to the hospitality and tourism industry

In-room amenities

• A downward trend shows fewer hotels are offering shower-only rooms.
• Only 10 percent use shower shampoo/conditioner dispensers.

Guest services

• 85 percent of hotels that are located at an airport location provide complimentary airport shuttle service.
• 62 percent of hotels offer complimentary breakfast — 80 percent among upper-midscale hotels, 96 percent among midscale hotels and 81 percent among economy hotels.
• The percentage of hotels that provide room service dropped to 22 percent, but at the same, 21 percent offer alternatives to traditional room service.
• 34 percent of hotels charge a fee for checking out one or more days early.

Additional discussions for consideration:

• Delivering impeccable service by well-trained and friendly staff
• Winning customers with a small touch or more

Property offering

• 55 percent of luxury hotels and 25 percent of independent hotels have music/entertainment/nightclubs, much higher than other categories.
• Large meeting space (over 10,000 square feet) is usually found in luxury, upper-upscale and independent hotels.
• More hotels are offering free parking service, increasing from 72 percent in the previous survey to 85 percent this year.

Additional discussions for consideration:

• Managing travelers' experience, through an understanding of the travel trends for millennials

Safety and security

• 86 percent of hotels installed surveillance cameras in the lobby, the highest number ever.
• Additional discussions for consideration:

• Charging a fee for Wi-Fi service for security and stability

Will you be able to see the 2017 hotel trends from this report? Please share your thoughts with us, as I share mine under "additional discussions for consideration."