The evolution of hospitality: from hotel rooms to immersive experiences.
VERTU Hotels and Resorts CEO Gérald Lampaert and spouse Isabelle Jamet at AURA SkyPool & Lounge - Dubai.
Last week, we were on a romantic trip to Dubai to celebrate our soon to come 15th anniversary in a few months. I had booked a very nice mid-day swimming experience at Aura SkyPool & Lounge at the top (50th floor) of the Saint Regis Dubai the Palm. It was a unique moment of celebration with bubbles and fresh fruits with a stunning view on the city and The Palm Jumeirah, and it made me brainstorm about the evolution of hotels and destinations nowadays.
In the ever-changing landscape of the hospitality industry, a paradigm shift has occurred, transforming it from a simple transactional model of selling hotel rooms to a captivating realm of destinations where customer experience takes center stage. Much like the entertainment industry, hospitality has undergone a metamorphosis, now revolving around the concept of immersive experiences that surprise, relax, and create good vibes for guests. In today's world, couples and families seek uniqueness and memorable encounters they can enjoy and share with friends, leading to an explosion of creativity and crazy concepts that aim to surpass guest expectations.
Gone are the days when travelers were content with standard hotel accommodations and amenities. The contemporary traveler is a discerning individual, seeking more than just a place to lay their head at night. They desire an all-encompassing experience that takes them on a journey of emotions and sensations, leaving a lasting impression etched in their memories. This has fueled a revolution in the hospitality industry, where the focus has shifted from being a mere service provider to becoming an experience curator.
The heart of this transformation lies in the understanding that guests are not just customers; they are storytellers who want to be part of a compelling narrative. Hotels have become stages for performances, and destinations are carefully crafted backdrops that set the scene for these stories to unfold. The art of crafting memorable experiences has become an indispensable aspect of successful hospitality businesses.
Creativity has become the currency of the industry. The pressure to stand out from the crowd has inspired hotels and resorts to push the boundaries of imagination. Unconventional venues are being created, ranging from rooftop pools, underwater suites and treetop cabins to repurposed historical landmarks. Such out-of-the-box concepts not only cater to the guests' desire for novelty but also generate extensive social media buzz, providing a unique form of advertising in the process.
Beyond physical settings, the ambiance and atmosphere play a crucial role in shaping the guest experience, especially for special celebrations. The entertainment factor is seamlessly woven into every aspect, from innovative dining experiences that surprise the taste buds to well-curated events and performances that stir emotions and create connections. The hospitality industry has embraced the idea that a visit to a destination should be a multi-sensory adventure, leaving guests with a feeling of enchantment and wonder.
Couples and families, in particular, seek to create lasting memories together. They want to indulge in activities that foster bonding and strengthen their relationships. This quest for shared experiences has inspired hotels and destinations to offer a diverse array of immersive activities, ranging from interactive workshops and adventure sports to themed retreats and wellness programs. The focus is on fostering togetherness and enabling guests to forge new connections with each other and the destination they visit.
To meet the growing demand for uniqueness and originality, crazy concepts are emerging daily. Hotels are reinventing themselves with imaginative themes and innovative services, ranging from robot butlers and virtual reality entertainment, sky pools & lounges to gravity-defying architecture. These concepts aim to leave guests awestruck, sparking conversation and sharing among friends, family, and social circles.
Long story short, with our various projects and services at VERTU Hotels and Resorts andVERTU Hospitality, we came to the conclusion that the hospitality industry has undergone a profound transformation in recent years. It has evolved into an experience-driven industry of destinations. The customer experience reigns supreme, drawing inspiration from the entertainment sector to captivate guests and create lasting impressions. Couples and families seek out the unique and the extraordinary, propelling hospitality businesses to devise ever more creative concepts and activities to surpass guest expectations. As the quest for unforgettable experiences continues, the hospitality industry must continue to evolve, creating magic and enchantment for the modern traveler.
