MAIDEN VOYAGE ON LAND
The Hotel of Tomorrow? The Gettys Group relaunches its global think-tank to develop hospitality concepts that respond to the challenges posed by Covid-19.
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How has the pandemic affected travel and
cutting-edge ideas spanning transportation, food
hospitality? What will the guest of the future
and beverage and guestrooms. Amongst them is
expect? And how can we deliver on design and
Hotel Rover, a self-driving adventure vehicle
experience as well as heightened health and safety
that provides a form of mobile hospitality for
measures? These were just some of the questions
up to four passengers. Expanding services well
that The Gettys Group asked participants of its
beyond the limitations of a single property, the
global think-tank when they met to consider the
autonomous, electric-powered concept offers
challenges and opportunities posed by Covid-19.
on-the-go comfort and is designed for work,
First launched in 2003, The Hotel of Tomorrow
sleep and socialising as well as transportation
project brought together owners, operators,
between partner hotels. The integration of AI
designers and manufacturers to exchange ideas
digital assistance also means that guidance and
– the kind of information, goals, tools and
entertainment options are available via voice
processes that could transform the sector. With
command, intuitive touchscreen and smartphone
the hospitality industry now in a state of flux,
app, further extending the services of a hotel
the Chicago-based design and development firm
brand into the vehicle.
decided it was time to resurrect the initiative,
“We needed to think beyond room cleaning
now updated to meet the needs of today’s reality.
initiatives and air purifying systems and develop
Major players from the world of hospitality
long-lasting solutions that address health,
– including senior representatives from Four
safety, sanitation, technology, aesthetics and
Seasons, Hilton, IHG and Marriott – joined
environmental concerns,” explains Ron Swidler,
research institutions and tech specialists to
The Gettys Group’s Chief Innovation Officer.
create and review new concepts. A total of 79
“Hotel Rover meets a number of emerging and
proposals were submitted by 16 teams from
tried-and-true consumer demands, including
around the world, then shared with over 1,000
romanticised nostalgia, untethered exploration,
hospitality executives who selected the concepts
exclusivity and both autonomy and autonomous
they believe have the greatest potential. The
vehicles. It literally can break the hotel free from
entries were eventually whittled down to five
its foundations.”
