The concept that 10,000 hours of practice can make one an expert in a field – an idea developed by psychologist Anders Ericsson and popularized by Malcolm Gladwell in his book "Outliers" has raised the question ‘What does an expert on hotels look for in a hotel?' Ehotelier had the pleasure of speaking to Julio Bruno, Global Vice President of Sales, TripAdvisor Business – a man who spends at least a third of the year on the road, to find out his pet peeves, the things that make him sigh with relief and his aspirations, both for hoteliers and to be a hotelier himself.
On average, what kind of property do you stay in when you are on the road for business?
When travelling for business, I tend to look for hotels located in proximity to where I need to be- offices, event, meeting space, etc. As we work with all types of hotels at TripAdvisor, I like to explore new ones to keep learning about what makes different hotels stand out. I learn from them all – from boutique properties to large chains. As I am an avid reviewer on TripAdvisor, I like to have my own opinion of the hotels I visit and also like to compare my experience to those of other travellers.
For the locations I visit the most frequently (such as London, Singapore, and Boston), I tend to stay in the same hotels as I enjoy having a certain familiarity with the property and it feels more like a home that I am returning to. Overall, I would say that I tend to stay at good hotels with a higher star rating, and above all, a higher TripAdvisor rating.
What currently frustrates you as a business traveller in terms of what hotels are providing and where you think they could do better?
As a business traveller, I find it very frustrating when I do not get WiFi in my room or it is not included in the price. I don't know anyone travelling for business that does not need WiFi and most leisure travellers want WiFi as well. I also do not like waiting to check-in, which is something that happens frequently. Most hotels are already offering easy check-out processes, such as via a room TV, so it would be great if hotels could offer a self-service check-in (similar to at the airport) as well. It would be especially useful for a business traveller that already knows what he or she wants.
Another thing that I find frustrating is a lack of cleanliness in some hotels. When I get back to the room after a long day of work, it is nice when the place is clean and everything has been put back in its place, robes hung out, toiletries replaced, etc. Business travellers who have travelled alone for years develop certain quirks and expectations and in my case, I love the order of a well serviced room- it is familiar and it is constant.
What are some of the amenities/services that delight you as a business traveller?
One thing that I love is a business lounge; it is a fantastic service. You have a nice secluded room used by fellow business travellers which is a great place to meet, to have a drink, to do some work, and to relax. I tend to look for hotels that offer this service when I am away from home, and especially when I am abroad. It helps a business traveller feel a part of the community of fellow travellers and helps create a sense of belonging.
I also appreciate a well-appointed gym, but above all, a friendly front-office staff. They are the face of the hotel and should be knowledgeable, fast, approachable and caring.
What were some of the hotel trends you saw last year? How have they changed this year? What can we expect next year?
From the high-end hotels, I saw an increase of trendy boutique hotels- small hotels in great locations, with a good restaurant and bar, chic lounges, etc. I saw better design and more attention to in-room amenities (such as branded toiletries, iPhone chargers, etc), all with a touch and feel of exclusivity and high quality. I experienced larger bathrooms. A lot of hotels are going crazy with better bathrooms, which I particularly like.
Global chains have also started new boutique brands, trying to capture a new segment of discerning guests who are looking for exclusivity on a smaller budget. I would call it mass-customization, where you are selling differentiation and uniqueness to your guest, but taking advantage of the efficiencies of being part of a global chain. I expect these trends to continue next year, as hotels work to try and differentiate themselves to attract the global travellers.
When I spoke to you in Sydney at the TripAdvisor awards, you mentioned having a dream to one day have your own hotel. Who would your target market be and how would you lure them to your hotel?
Owning a hotel is still a dream of mine and I keep looking for that opportunity. I like to think of owning a hotel in a location I would enjoy, preferably beach-front, or a specific scenery or town that is unique. For my first hotel, I would try to attract a mix of leisure and business travellers that are looking for great service and quality without any stuffiness- "smart casual." I would target travellers that are used to quality, good design and elegance. That does not mean I would want the design to be over the top or to invest a lot in decorations, but rather I would want elegance that is simple. I would also make sure to think of all the things that a traveller wants and needs and make them a part of the hotel. Wifi would be free, food would be locally sourced and organic and there would be an emphasis on an eco-friendly environment. The hotel bar would also be a meeting point, not just for the guest, but locals as well, and become a place to share experiences. I would want my guests to think of the hotel as an extension of their home.
Today's clients are online and on mobile, so I would try to lure them with a great website (both online and mobile) and a fantastic app, where they could see the hotel, photos, videos and a list of the amenities. I would want to have room availability and reservation capabilities plus a click-to-call within the app. I would also a have a Business Listing on TripAdvisor where I could engage with guests, both past and future by offering special offers and deals. I would make sure I collect reviews, not only for future travellers, but to understand what my guests want and to see their feedback. Above all, however, I would lure them with great service and a clear idea of my brand and my value propositions- simplicity and elegance. My advice would be to be good at what you do, adapt to changes, listen to feedback, and love your guests.
About Anne Edwards
Anne Edwards combines her love of language, travel, and different cultures as Editor in Chief of ehotelier.staging.wpengine.com. Prior to this position, Anne lectured in Cross Cultural Studies at the Blue Mountains International Hotel Management School in Australia and currently consults to the Australian Federal Government on subjects such as Leadership and Building Productive Partnerships. Anne has travelled and worked internationally for twelve years, holding various positions in the field of education, most notably as linguistic advisor to the Crown Princess of Thailand for two years where she sampled some of the best hotels in the world. Her love for travel spans the freedom of wandering on a shoe-string budget to the finest standards of service in world-class properties. As Editor in Chief of one of the largest hotel news sites in the world, Anne has a birds-eye view of what is happening in the industry internationally.
