The boom in lifestyle hotels
Lifestyle hotels have come into vogue over the last decade or so for both customers and developers. The growth of lifestyle hotels has been exponential. From 2014 to 2019, the number of rooms more than doubled, going from 115,000 to 240,000 and it’s projected that by the end of 2023, this figure will have doubled again to reach 480,000 rooms.
The positioning of a lifestyle hotel is underpinned by the property’s design and service offerings. Lifestyle hotels strive to keep abreast of current societal trends, extending guests a way to continue to live their chosen lifestyle and enjoy new experiences on the road, such as sampling a local wine.
Service should be personalised. Lifestyle hotels adapt to the needs and desires of guests, including flexibility on the part of staff, who should be ready to respond to and even anticipate customer requests. This doesn’t necessarily imply major undertakings. Small touches such as a helpful hint from a local can go a long way in creating happy memories for customers.
Understanding guest behaviour is key to personalisation. Chain hotels have the resources to invest in market research, meaning they can create guest profiles and train staff accordingly. These profiles allow the hotelier to respond to guest preferences, such as room temperature, extra services, favourite amenities and booking behaviour so as to best meet the guest’s needs. Furthermore, guest profiles allow the hotelier to store contact details and historical information, such as the different profiles of guests, their actions and their preferences in order to better customise the guest experience for future stays.
The properties are individualistic and should be linked to the destination and the local culture. The hotel property should exude an authentic individual character, which differentiates it from competing properties in the marketplace. This could be through storytelling, illustrating what the hotel was in a prior life, or perhaps a musical theme or unique design feature. A food and beverage theme, especially when linked to the local ‘terroir’ can be an especially attractive way to establish a hotel’s identity in its market.
Latest technology is a must. Lifestyle hotels are designed to appeal to Millennials and Gen Z, who expect the latest in technological gadgetry. Online check-in and check-out, ordering with QR codes… no front desk necessary. And, of course, online reputation is crucial.
Lifestyle versus boutique hotels
While boutique hotels exhibit most of the qualities discussed above, they are typically independent properties offering their services at a higher price point. Lifestyle hotels are often affiliated to a large chain, offering important advantages to both guests and developers.
First, being linked to a major hotel group guarantees a good level of consistency in terms of infrastructure, service delivery and safety features, as well as respect of ESG criteria, which are an increasingly important determinant for hotel selection – not only for leisure tourists, but also for corporate travel managers.
Second, guests can benefit from their membership in the chain’s loyalty programme, which offers the opportunity to earn points, a key way for owners to attract guests to their properties.
Finally, a chain affiliation can be particularly advantageous for developers and owners from a financing perspective. Indeed, bankers and other providers of debt financing will generally offer better terms to branded hotel projects. In addition, Wyndam can offer franchisees preferential prices from selected suppliers.
Wyndham has a portfolio of strong brands in the economy/midscale space that are lifestyle driven. Together these brands well cover the world’s major hotel markets at a variety of price points.
Super 8 by Wyndham: Wyndham’s leading economy flag with nearly 2,700 hotels around the world—including the US, China, Dominican Republic, Indonesia, Germany, UAE, Saudi Arabia and the UK. Super 8 by Wyndham is known for elevating the economy hotel experience, offering sleek accommodations and friendly service at an affordable price.
Ramada Encore by Wyndham: With a strong presence in China and EMEA, the brand was created to challenge the sector by delivering a starkly different and stimulating experience. The key features, such as the Hub, the wooden floors and bright colours, offer guests a refreshing and vibrant environment.
TRYP by Wyndham: A European concept which offers guests local experiences. Inspired by the cities we call home, TRYP by Wyndham channels the energy of the world’s most exciting destinations to bring local experiences to guests around the world. The sleek hotels feature city-influenced design, social lobby spaces and modern conveniences, along with savvy staff members who can help guests uncover the best of local destinations.
Vienna House by Wyndham: One of the most recent entries into the Wyndham family hails from Austria but is present across Europe. The brand offers guests endless exploration, new discoveries and exciting experiences across Europe. Inspiring spaces and superior service welcome guests to stay, play and explore their surroundings—and then return to do it all over again. Furthermore, the brand encourages guests to step outside their comfort zone and inspires them to see, taste and try new things, embrace adventure and create meaningful experiences together.
Wyndham Rewards
A key attraction for hotels affiliated to Wyndham brands is Wyndham Rewards, the group’s comprehensive loyalty programme, which offers guests who join the possibility to redeem points at thousands of hotels, vacation club resorts and vacation rentals globally. The programme’s simple, three-tiered award chart can create some outsized value at top-tier locations around the world.
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