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.

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

“We needed to think beyond room cleaning initiatives and air purifying systems and develop long-lasting solutions that address health, safety, sanitation, technology, aesthetics and environmental concerns,” explains Ron Swidler, The Gettys Group’s Chief Innovation Officer. “Hotel Rover meets a number of emerging and tried-and-true consumer demands, including romanticised nostalgia, untethered exploration, exclusivity and both autonomy and autonomous vehicles. It literally can break the hotel free from its foundations.”