AccomNews, Spring 2021

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The essential industry guide

Issue 77 | Spring 2021 | AUD $16.50 incl GST | accomnews.com.au

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AccomNews is distributed quarterly to hotel, motel, resort and apartment properties throughout Australia

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Inside our spring issue Front Desk__________________________________ Editor's Note: We are all navigating change.................................. 05

Industry____________________________________

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TAA Voice: Freedom Day will be just the beginning.................... 06 ATEC Voice: Mind the gap...................................................................... 08 AHA Voice: Loaded rates secured for sector.................................. 10 AA Voice: Richard Munro returns as AA CEO................................ 10

Disclaimer Any mention of a product, service or supplier in editorial is not indicative of any endorsement by the author, editor or publisher. Although the publisher, editor and authors do all they can to ensure accuracy in all editorial content, readers are advised to fact check for themselves, any opinion or statement made by a reporter, editor, columnist, contributor, interviewee, supplier or any other entity involved before making judgements or decisions based on the materials contained herein.

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Management_______________________________ New president begins mass drive for coming boom................... 12 Tailor your hotel’s social media presence......................................... 14

Profiles_____________________________________ Nightcap Hotels: A warm welcome to more Nightcap Hotels.................................... 18 Ultiqa Hotels & Resorts: Ultiqa offers ultimate in modern, luxury stays................................26 Remington Hotel Orange: Orange finds a peach with luxury Remington Hotel....................29 Oakwood Premier Melbourne: New hybrid accommodation enriches Melbourne’s hospitality scene........32 Hotel X: Daring & distinctive – Hotel X illuminates experience................34

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PO Box 1080, Noosaville BC, Queensland, Australia 4566 Phone: +61 (07) 5440 5322 mail@accomnews.com.au www.accomnews.com.au

EDITOR Mandy Clarke, editor@accomnews.com.au

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Increasing revenue in the 5 stages of travel....................................35 Why Big Data presents big opportunities for hoteliers...............36 Q&A: Strategies to increase direct bookings................................. 40

Technology_________________________________

INDUSTRY REPORTER Grantlee Kieza

Digital age a sign of the times...............................................................43

PRODUCTION Richard McGill, production@accomnews.com.au

Now hiring: Robots welcome to apply...............................................48

ADVERTISING Joe Clarke, j.clarke@accomnews.com.au Dee Dawson, d.dawson@accomnews.com.au SERVICE Gavin Bill, service@accomnews.com.au CONTRIBUTORS Michael Johnson, Peter Shelley, Stephen Ferguson, Richard Munro, Victoria Peterson, Julian Seepersaud, Jurgen Ortelee, Gemma Todd Mc Vinish, Nikita Johnston & Anna Jeffesris

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Commercially funded supplier profile or supplier case study Supplier information or content Suppliers share their views in one-off, topical pieces General editorial. Case studies and features may cite or quote suppliers, please be aware that we have a strict ‘no commercial content’ guideline for all magazine editorial, so this is not part of any commercially funded advertorial but may be included as relevant opinion. Happy reading!

AccomNews - Spring 2021

What’s Hot............................................. 50 Refurbishment______________________________ Beautifully restored Luxury Collection Hotel to open in Tasmania..................................................................................52 Jason Condon on alfresco furniture ..................................................54 Cashing in on the great outdoors experience................................55

Housekeeping______________________________ Ventilation, Purifiers, and Air Treatment.......................................... 56

KEY

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Marketing__________________________________

29 FRONT DESK

Housekeeping trolleys tools of the trade........................................ 60

Safety & Security____________________________ Safe and secure the goal for hotel guests........................................61

Preferred Supplier Directory.................... 62

It’s surprising that much of Australia’s tourism and accommodation industry is made up of so many small and medium sized businesses.

Like us at Accom News, there are many small teams, operators and entrepreneurs that are both integral and peripheral to this sector. From publishers and event organisers to motels, caravan parks, B&Bs, resorts, industry bodies, as well as tourism and activity operators; we all make this industry tick.

When international borders re-open, I wonder how many of these small enterprises will have survived COVID and lockdowns?

The Australian Tourism Export Council (ATEC) is concerned for the future of “at risk” smalland medium-sized businesses, especially those based in regional and remote parts of Australia. It says the extremes of stop-start state border lockdowns have

very turbulent waters and having to deal with a massive shortage of skilled workers.

ceiling breaker, Leanne Harwood who is the first female president of the Accommodation Association.

He said: “The sector is fighting two battles, on the one hand, there is no work and on the other hand, when there is work there is no staff.”

What about us at AccomNews?

We are having our own staffing changes. You will all be very familiar with Tim Svenson, as he has been a familiar face and accommodation voice for many years.

depleted the funds of many businesses that are critical economic drivers for their regions.

The staffing shortage has and will continue to be a huge headache for many large hospitality companies. I’ve heard stories about ‘humbled’ GMs who’ve been forced to clean guest rooms because there is no easy solution to their staffing problems.

For businesses that have survived the last 18 months, what’s next?

When borders open and visitors re-appear, many will be scrambling to find skilled workers as we witness the full-scale staffing crisis that has engulfed our industry.

These challenges may not be so insurmountable for smaller operators because they always wear many hats and juggle many balls, and the Australiawide staffing crisis will just add a few more jobs to their list!

Daniel Gschwind, Chief Executive at Queensland Tourism Industry Council (QTIC), is particularly concerned about what he describes as navigating

In this edition of AccomNews, pull out and enjoy our 2021 guide to accommodation interior design with flair. You will also enjoy a fantastic interview with glass

Mandy Clarke, Editor editor@accomnews.com.au

EDITOR’S NOTE

We are all navigating change

Later this month, Tim will be moving on to exciting new challenges and we wish him well. He has been the heart of AccomNews sales and a great teammate to all of us for over 13 years and we will all miss him madly.

In Tim’s place, we welcome Joe Clarke. Joe is well-versed in the industry and many of you may know him from managing our social media.

Enjoy this issue and please get in touch. I welcome feedback and love a good story.

Cheers, Mandy.

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AccomNews - Spring 2021

05

TAA VOICE

Freedom Day will be just the beginning As vaccination rates creep up across the country, we are hearing more and more about a ‘Freedom Day’ for the two biggest hotel markets in the country.

It seems increasingly likely that late October and November will see hotels in NSW, Victoria and the ACT finally able to throw open their doors after months of lockdown enforced closure.

It is something to look forward to.

It will be great for our longsuffering members and their staff to get back to work and a dream come true for thousands of cooped-up travellers keen to get out of the house, get around their state and enjoy our hotels.

But the day we open is not the end of our problems.

In fact, to paraphrase Winston Churchill, it is not even the beginning of the end of our problems, but rather just the end of the beginning.

The dire situation facing accommodation hotels, especially in Sydney and Melbourne, is not something they will simply bounce back

We had a skills crisis before COVID and the last 18 months have only made things worse.

Staff have now been stood down on multiple occasions and many valuable long-term workers have left hospitality altogether for industries less affected by the pandemic.

And let’s not forget the virus itself, it is still out there wreaking havoc on traveller’s confidence.

Michael Johnson CEO, Tourism Accommodation Australia

from once restrictions ease and foyer doors re-open. The hotel industry has been bleeding for more than 18 months.

Even when we can open there will be capacity limits, masks, seated guest restrictions in restaurants and bars.

State border closures will limit domestic tourists and international travel will take time to begin and even then, will be limited to other accepted vaccinated countries.

QANTAS have announced they will fly vaccinated passengers to London, Singapore and Los Angeles starting on December 17, 2021.

There will also be staff issues.

If other parts of the world with high vaccination rates are anything to judge by, even with 80 percent of the adult population vaccinated we will still see clusters break out in areas, localised shutdowns and the ramping up and down of different restrictions.

To fully recover accommodation hotels will need ongoing government support and at the moment many are struggling to get anything. In NSW for example, the joint NSW and federal support package was good news for smaller hotels and thousands of stood down staff.

But almost 40 percent of TAA members in the state were unable to receive anything, despite the majority being closed or operating at sub 2 percent occupancy since June 26.

Greater Sydney members have suffered a decline in revenue of between 70 percent and 90 percent compared to July 2019, yet 37 percent of these businesses are ineligible for any government assistance due to eligibility criteria that takes into account Annual Aggregated Revenues including foreign entities under international ownership arrangements.

We have a situation where we have two hotels on the same street, both suffering the same financial impact, but one can receive government help and the other cannot. While the rooms sit empty the fixed costs keep coming, these venues no longer have the cash reserves they relied on to get through the lockdown last year.

TAA in conjunction with AHA, and more recently alongside AA has continued to work with governments across the country to ensure our industry is not left behind on the road to recovery.

While the many challenges I outlined will not go away once we open, being able to welcome back guests is still the biggest step on the road back to something like normal.

And if last year is anything to go by we will see big rebounds as restrictions ease.

Once people can leave our biggest cities we will see booms in the regions and once state borders are opened we will see great movements across Australia.

After being deprived of travel for so long, people want to get out and travel and experience our hotels, they just need the confidence to start booking.

The travelling public is weary of cancellations and longdelayed plans and it will take time for them to venture out in a post lockdown world.

We just have to survive long enough to be there when they do.

©alphaspirit - stock.adobe.com

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AccomNews - Spring 2021

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AccomNews - Spring 2021

07

ATEC VOICE

Mind the gap ©Riko Best - stock.adobe.com

Back when international borders closed, thousands of Australian tourism businesses lost a significant amount of income from services they had already delivered but hadn't been paid for.

While the visitors had been and gone, the payment chain for organised travel, the kind that sees visitors travel outside of our major cities and explore our regions, saw many wholesalers in overseas markets hold back payments to protect their own financial position.

What this revealed is twofold.

We have a supply chain issue which relies on trust and flow and forward booking pipelines which our tourism operators can rely on. Essentially, they pay the overheads for today's visitor from the revenue made off a visitor a few months back.

The lag time between when the visitor has the ‘experience’ and when the operator gets paid can be up to six weeks or more. In normal times this is standard business and generally the system works. That is until a game changer like COVID comes along. In a system where the visitor pays the wholesaler and the wholesaler holds the money until after the visitor arrives (as a general rule), then pays the inbound tour operator, who then pays the tourism supplier, it can be a long time between drinks.

We have an industry which went into this pandemic a little injured…

Peter Shelley Managing Director, Australian Tourism Export Council

supplier partners are going to have to take a big risk and foot the bill to service these visitors in order for the industry to get back to market.

And don't forget, many of these businesses have been out of action for longer than COVID. The 2019 bushfires saw thousands of cancelled international bookings and a huge loss of income for the industry even before COVID closed the borders. So, tourism businesses had already taken a hit, even those who weren't directly involved in the fires saw significant cancellations.

Now we have an industry which went into this pandemic a little injured, has continued to be damaged with no opportunity for recovery, and which will need to dig even deeper to restart, come international border openings.

and visitors is yet to materialise and, without a certain date on reopening and how inbound visitors will be processed once they get here, how can anyone book international visitors with any certainty?

Across the industry we have businesses which have been fractured by stop-start domestic travel or simply no income for over 18 months.

For those of us in the industry, we know how uniquely devastating it has been. We also know how much opportunity there is not too far into the future, but there is a gap that requires a huge leap of faith and capacity in order to get to somewhere better.

Despite enquiries starting to flow from international visitors, the timeline for getting back to market remains a complete unknown. The costs, systems and expectations of trade partners

As a result, ATEC has been calling on the Federal Government for assistance by way of a ‘restart kickstart’ fund to support the restart of the international tourism industry.

Last week the Federal Government recognised this gap for one sector of our industry, delivering an additional $184 million to our aviation partners to support them to be ‘ready to respond to increased demand once border restrictions are eased.

The second revelation is that this gap is still sitting there and will be there when these tourism businesses take their first international visitor.

That visitor will be a cost to the business which they will not recoup or make a profit from for at least six weeks.

In the meantime, the business needs to pay its bills, its staff, run an operation that meets visitor expectations and deliver a happy experience for them.

So Australian ITOs and their

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AccomNews - Spring 2021

As an industry full of passion and willingness to go the extra mile many will find a way, but sadly some will fall at this final hurdle.

This is important funding that recognises that opening the doors will cost money and therefore needs investment.

©Riko Best - stock.adobe.com

INDUSTRY

We would argue that the rest of the industry needs a bit of the same.

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cost goes towards labour. So the question is often not whether to buy a cleaning machine, but which size will best suit your needs and achieve the highest return on investment. For example, a smaller machine requires a lower initial spend but a larger machine may be a more prudent investment in the long term.

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AccomNews - Spring 2021

09

AHA VOICE

Loaded rates secured for sector In what have definitely been some of the darkest days for the hospitality sector it was good to see some positive news recently on the employment front for accommodation providers.

Namely, the announcement by the Fair Work Commission that it will adopt the Australian Hotels Association/Tourism Accommodation Australia proposal to insert loaded rates in the hospitality award.

for Working Holiday Makers (WHM) in remote parts of Australia to ease the hospitality skills shortage in those areas, adding tourism and hospitality to the “specified subclass 417 and 462 visa” lists in “remote and very remote” regions.

These were both big wins that made sense for employers and employees alike.

The FWC decision is another.

Stephen Ferguson CEO, Australian Hotels Association

This is something we have pushed for over many months.

Times are tough, we know that, but the decision by the FWC helps set us up for the future by simplifying a system many employers struggle with through no fault of their own.

Make no mistake, this is an outcome which will simplify the system for employers and assist compliance at the same time.

It builds on previous wins by the AHA/TAA in recent months which will benefit the accommodation sector in the long-term including:

It’s a win for our sector.

The inclusion of chefs to the Priority Skilled Migration Occupation List in an effort to alleviate the worker crisis (which came in June when some of our most successful hotels were more than 50 percent down on job applications for the same time last year).

It’s a win for common sense.

And it comes at a time when we need it most, with the hospitality sector struggling since the pandemic arrived on our shores well over 18 months ago– and large parts of our biggest states, NSW and Victoria, locked down for months.

And changes to the visa scheme

It is an excellent outcome for Australia’s hotel and hospitality businesses, all of whom will benefit from a simplified award system, one that has been notoriously complex for years.

We all know the overwhelming majority of hospitality employers do the right thing, but the fact is not all businesses have the resources to employ dedicated workplace relations teams.

That is why decisions like this one on loaded rates are critical in preventing unintended breaches of workplace laws.

The 65 percent of Australian hotels which are family–owned and operated, and the accommodation hotels which fall into the same category are the biggest

beneficiaries from loaded rates, as they will no longer have to spend days labouring over complex pay rates to ensure they are compliant.

The recent decision will ensure businesses can spend more time doing what they do best - running their hotels, accommodation premises, pubs and restaurants and less time pushing paper.

Not only does it deliver certainty and choice for employers and employees alike, it provides all hospitality businesses with greater confidence to navigate their workplace obligations.

This is a decision which directly assists with job creation at a time our sector needs it most and it comes after years of lobbying by the quality IR team at the AHA on your behalf.

We thank the Federal Government for initiating the process which led to this outcome, it’s an important practical measure that will benefit both employers and employees.

Rest assured we will continue to fight for the sector as we finally move towards the recovery phase of this pandemic which has had our industry to its knees since early 2020.

AA VOICE

Richard Munro returns as AA CEO The proposed merger of the Australian Hotel Association/Tourism Accommodation Australia and the Accommodation Association is progressing quickly, and the Accommodation Association has announced the return of Richard Munro as CEO. He is well known to the sector due to leading the Association from mid-2011 to mid-2019. He has worked in the accommodation sector for more than 35 years and has held operational roles for a host of major brands including Sheraton, Southern Pacific Hotels, Christmas Island Casino, The Star, Accommodation Association of Australia and the Cronulla Sharks.

10

AccomNews - Spring 2021

cannot be compared to any other world shock that has been experienced in our lifetime.

Richard Munro

CEO, Accommodation Australia

Mr Munro told us: “Firstly, I want to say how delighted I am to be asked back to steer the industry body through a period of significant change and also thank everyone for the warm wishes and welcoming me back to the CEO role.

“The challenges currently being faced by all our members simply

“What is clearly evident is that the AA has never been busier, and our members have continued to support the efforts of our team to chart a way through unprecedented waters that the COVID-19 challenge has imposed on us. In fact, the leadership of the industry has called for even more focused advocacy and this has resulted in the amalgamation project of bringing together two strong bodies, the AHA (TAA) and AA under one organization, to ensure our industry receives what is fair and deserves to be one of the largest employment industries in Australia.

“The association has also been working hard, in fact very active in concert with the Federal

INDUSTRY

Government on employment matters, finding pathways to employment, as we transition out of lockdowns in to improved business conditions, because we have had so many employees unfortunately exit the industry over the past eighteen months.

“Our team have a suite of solutions and I would encourage members to contact us on how we can facilitate finding them talent.

“I want to also acknowledge the outgoing CEO Dean Long who is returning to AFTA after being in the helm at AA, the outgoing President Julian Clark, and Deputy President Simon McGrath (who will remain on the board) and welcome the incoming President Leanne Harwood and deputy President David Mansfield.”

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AccomNews - Spring 2021

11

Leanne Harwood

New president begins mass drive for coming boom

By Grantlee Kieza, Industry Reporter

Leanne Harwood has arrived as the new president of the Accommodation Association after a thrilling journey that started behind a Queenstown bar and will soon see her running more than 150 hotels.

She now wants to take others on the same journey.

A whole-hearted advocate of everything the accommodation business offers, Ms Harwood is the first female president in the 54-year history of the association and says there has never been a better time for young people to forge a career in the industry.

She runs 110 hotels as IHG’s Managing Director for Japan,

12

AccomNews - Spring 2021

Australasia and the Pacific, with another 45 hotels opening within three years, and says there are two key parts to her presidency.

“The first is the advocacy for our industry when it comes to working with governments and ensuring that we have a voice,” Ms Harwood told Accom News. “We need to make sure that we are well positioned with government bodies to ensure that we are thought of and supported.

That is particularly important given everything that we've been through during COVID. “The second part is to inspire people to come and work in our industry. It’s to build the reputation of the accommodation business and to provide a platform in training to bring in both the next generation of talent and the people returning to our industry so that we can build a workforce

for the great demand ahead.”

Ms Harwood said her election as president was also a great boost for women in the industry, who had made huge advancements over the last few years.

“Not long after I started in accommodation, I was told that I wouldn’t be promoted to operational leadership because I would probably leave to have children,” Ms Harwood said.

“It’s staggering to think that those attitudes were still around then. Diversity and inclusion have been among the most profound changes in hospitality over the last 25 years.”

Ms Harwood said she had worked hard to drive change from the inside and had chosen to take on increasingly senior leadership roles.

“In doing so, I hope I’ve played a role in making it easier for future female leaders,” she said.

MANAGEMENT

Mrs Harwood, who describes herself as “a relentless globetrotter, avid reader and wannabe wine connoisseur”, said she was proud to become president at a “time of momentous challenge for the industry and change for the Accommodation Association.

“We are moving into the key stages of the proposed merger with the Australian Hotels Association/Tourism Accommodation Association, and we need to ensure progress continues in the right direction to drive the best outcomes for our members,” she said.

She also paid tribute to the “significant contribution” of outgoing president Julian Clark.

The Accommodation Association was founded in 1967 and is the largest industry association, representing more than 3500 Australian accommodation providers.

Ms Harwood said she was “incredibly optimistic” about the future of the industry with COVID vaccination rates skyrocketing, the myriad of COVID safety measures now being taken in hotels, and the obvious pent-up demand for travel around the world.

“You just have to have to ask anyone who has been in lockdown for three months what is the first thing that they want to do when the lockdown is lifted,” Ms Harwood said, “and they will all tell you that after getting a haircut that they don't have to do themselves, they are desperate to get out there and start exploring again.

“In Australia we are a country of travellers, a country of explorers.

So many people just want to go travelling again to see new things and enjoy their holidays “We're seeing that already with bookings that have started to come through. Even if people are getting even a slight hint that the different states are getting ready to open, they are rushing to book into places where they can go away and have an experience that is not within the four walls within which they have been confined.”

Ms Harwood said with vacancy rates having at times plummeted to below 10 percent at some city properties in Australia, the rebound in the industry “brings a new set of challenges”.

“I can see the light at the end of the tunnel, but we're going from very low occupancy rates to people wanting to fill our hotels and at the moment we still don't have the staff to cope with that,” she said. “So, we are frantically going out there to hire people and getting others back into the industry.

“We've lost a lot of people because of lockdowns and now we're going on a mass recruitment drive to try and get enough staff members to be able to service all of these guests."

Ms Harwood recently told the ABC there was still a lot of confusion on how to deal with unvaccinated guests.

"We are a little bit nervous about having to have our young duty managers saying, 'Excuse me please, can you show us your vaccination certificate,' and 'No you can't

Christmas to check on the 50 or so hotels she has charge of there.

“I’ll be spending time with my team and part of that will be to definitely do a bit of skiing while I'm up there,” she said.

Working in this industry no two days are the same and there is always something amazing happening when you work in a hotel.

“In this business the scope for great experiences is almost endless.”

She laughs uproariously about her time when she was working in the Middle East and took a flight from Riyadh to Jeddah in Saudi Arabia.

In accordance with local custom, she dressed in an abaya (robe) and shayla (head scarf).

“I had to be escorted everywhere by an approved male, too,” Ms Harwood said.

come in if you're not double vaccinated,'" Ms Harwood said.

“What happens when a sixfoot burly guy refuses to show the young bartender or barista on duty their vaccination certificate?”

Originally from Auckland, Ms Harwood said she was “a bartender pulling beers in Queenstown in the 1980s” pursuing her love of skiing.

“My plan was that I would ski during the day and work the bar at night, but I didn't do a lot of skiing because I really ended up throwing myself into the hospitality industry. I loved it,” she said.

“I thought ‘oh gosh’ I'll get to be a bar manager one day and maybe I might get to be a food and beverage manager, but I didn’t understand the depth of what is available in this industry,” she said.

“And part of this new role with the Accommodation Association is about educating parents and kids that this is an industry that offers a career to people where they start as a bartender or on the front desk or a barista and they can develop a career and become a chief financial officer or a human resources director, or even a general manager running at multi-million-dollar business.

“I have had an amazing career, but I still don’t have tertiary qualifications. Every time I thought about going off to do more study another opportunity came up and I would throw myself into that. I've been self-

educated throughout but that doesn't mean I haven't gone off, even now, to do short courses and programs that I've needed at the time. In this industry you learn so much on the job.”

After working for several years in a variety of roles in food and beverage in New Zealand, Ms Harwood arrived in Perth in 1997 as a director of convention and events at the Sheraton.

“Then I followed a career path predominantly through sales and marketing for a number of years,” she said.

She took different roles as director of sales and marketing at Palm Meadows on the Gold Coast, the Duxton in Saigon and the Radisson Plaza in Tahiti.

She became IHG’s Managing Director for Japan, Australasia and the Pacific in January 2018.

“I spent 16 years going around the world in different roles,” Ms Harwood said, still gobsmacked at the experiences she was afforded.

“That's why I'm so passionate about this industry. I've lived in 13 cities in seven countries.

What a wonderful opportunity it is to immerse yourself in a different culture – to really get to understand it from the inside – and at the same time get paid to do it.

“I don't know many industries where you can do that.”

Although she doesn’t get to go skiing as much as she did as a young bartender in Queenstown, Ms Harwood is heading to Japan for a four-month stay from

MANAGEMENT

On her flight Ms Harwood sat next to “a very kindly old Arab gentleman who took a bit of a shine to me”.

“My two colleagues sitting nearby took great joy throughout the trip in trying to marry me off even though they knew I was well and truly and very happily married!”

She said “the courting process” on the flight took an unusual turn when the gentlemen next to her started clipping his toenails.

“My naughty colleagues had a great old time, but I did get even with them. It was very funny and the team over in the Middle East showed me hospitality that I'll never forget.”

Ms Harwood said the people who were successful in the accommodation business were those who were “really passionate” about it.

“People have a fire in their belly for the work and I'm grateful right now that we are seeing a lot of them coming back into the accommodation industry after they sadly lost their jobs because of COVID,” she said.

“Working in this industry no two days are the same and there is always something amazing happening when you work in a hotel.

“It can just be an interaction with a guest when you solve a problem for them and make their day, or it can be creating a special and unique experience that produces an amazing smile.

“It is so rewarding.”

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©Alessandro Biascioli - stock.adobe.com

Tailor your hotel’s social media presence – to entice the right demographic

By Julian Seepersaud,

Senior Manager of Customer Experience, Cendyn

Learn how your hotel can engage the right age group with the right content on social media.

More people from more age demographics are using social media, especially when it comes to booking travel, but not everyone uses it the same way.

Social media has revolutionised the way people interact with each other and with companies.

It has created an entirely new world for marketers, one where there are deeper, more organic relationships between consumers and brands. In this new world, it is not enough for a consumer to simply know about a brand — they need to know about that brand’s mission and culture, and make sure those align with their own.

As more and more people use social media, the platforms and the content on them have become more diverse. There is a space for every demographic, and different groups of users enjoy different types of content. So how

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Monthly active users

2.7

Monthly active users

Daily active users

1

187

Monthly active users

400+

Monthly active users

Monthly active users

100

Monthly active users

265

2

Billion

Billion

Million

Million

Million

Million

Billion

Largest age group

Largest age group

Largest age group

Largest age group

Largest age group

Largest age group

Largest age group

25 - 34

25 - 34

30 - 49

30 - 49

18 - 24

13 - 34

15 - 25

Source: Sprout Social

do hoteliers make sense of it all and thrive in the world of social media? There are a few important questions they need to answer, such as which platforms to use, what message to send, and what content to create. Read on to learn all about our best tips for crafting your social media presence.

Popular platforms and the people who use them One of the most basic rules of advertising is to be where your customers are, and social media is no different. There are multiple social media platforms that are viable for marketing, but each represents a different demographic

MANAGEMENT

and lends itself to different types of content. Hoteliers need to analyze their data to determine which demographics to target.

They should look at which age group the majority of their guests fit into, as well as which age group their best guests (the ones who spend the most money) fit into.

MANAGEMENT

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demographics use social media quite differently.

They can be less inclined to make purchases online, and they generally require more information before initiating interaction with a brand.

At the same time, they have more patience for long-form content, and they appreciate honesty, attentiveness, and oldfashioned hospitality. Articles, long-form videos, and tutorials can be very effective in educating users on the brand and how to take advantage of special offers.

Interact with your followers

©Sergey Nivens - stock.adobe.com

Popular types of content by platform Once you know where your target customers are active, you need to make sure to focus on content that is going to be effective on that platform. Each social media platform is unique and displays different types of content in different ways.

Some are better for images and video, some support longer or shorter content, and others provide interactive elements that encourage engagement.

Articles and guides: For any long-form content such as travel guides, articles, and reviews of the hotel, LinkedIn and Facebook are your best bet.

Other social media platforms simply don’t support this content effectively (if at all).

If you have good articles, guides, or reviews on your hotel website, these make for great social media content if shared on the right platform.

Infographics: Facebook and LinkedIn are the best platforms for infographics, but Twitter is also a viable option.

Reviews: Facebook is great for showing off reviews and even displays star ratings on business pages.

Polls/questions: Facebook, Instagram, and Twitter have builtin features that let you create polls in your posts. Facebook and Instagram support questions with two options, while Twitter supports multiple-choice questions. Twitter, however, is the only one that doesn’t support images or video.

Speak to your audience After a hotel has determined the best social media platform to use and the format to follow, they still need to create the content.

When designing marketing

content for social media, it’s important to understand how different demographics interact with social content.

Naturally, users from different age groups have very different attitudes and habits online.

Hotels that target a younger demographic will want to use more interactive content on social media. Generation Z and Millennial users are comfortable interacting with brands, making purchases via social media, and even sharing information — as long as it’s being used appropriately.

These users want personalised experiences, immediate responses, and socially conscious brands. Interactive content, such as polls and quizzes, are great for getting conversations started.

Users that fall into older age

Images: Instagram and Pinterest are built for sharing images and providing inspiration, so they take the crown, but images can also perform very well on Facebook, Twitter, LinkedIn, and Snapchat.

Videos: Videos can perform very well on social, but the various platforms lend themselves to different types of content.

Facebook Live is excellent for making announcements and interacting with your audience, IGTV is best for long-form videos and reels, and TiKTok is great for viral content that’s relatable, witty, or funny.

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Even if a company creates brilliant content, good social media performance involves more than simply sitting back and waiting for the likes and reactions to roll in.

As users and businesses start to follow your account and see your content, you need to engage with your audience.

Follow accounts that follow you, interact with their content, respond to comments on your posts, and start conversations wherever and whenever you can.

As you do so, keep in mind who your target demographic is and try to use the social media platforms in the way that your customers do.

This will help you better understand the content they like and the language they use, while the increased activity and communication will all lead to more visibility for your own content.

Summing it up Social media can be an incredibly useful tool for marketers, but only if used effectively. As more people spend more time on social media platforms, it looks destined to become the primary way that users of all age groups discover, explore, and ultimately book their travel experiences.

©Thomas Andreas Parpoulas - stock.adobe.com

MANAGEMENT

As a result, the hotel brands that properly take advantage of social media not only reap the rewards now, but position themselves to be the most successful in the future.

Starting, maintaining and ramping your wastewater plant Remote resorts often have to provide their own wastewater treatment systems; we have many amazing resorts in wilderness areas, specifically remote from hectic city life.

Due to the nature of their business, these resorts will generally have high and low seasons leading to some plants having a rapid and drastic change in population.

Some are discharging to such a sensitive environment (e.g. world heritage areas, national parks), and these plants need to be carefully started and ramped up prior to the high season to ensure there is no disruption in final effluent quality as the

population increases and the load comes on. Disruption in quality can lead to fines from the environmental regulator and reputational damage.

During ramp-up, the treatment plant will almost always need to be operated in an artificial food source; a mixture of chemicals that approximate raw sewage.

Sewage treatment processes however are designed to operate based on sewage; operating them on an artificial food source can be difficult as the process is more sensitive and prone to upset. This requires good operators and a good ramping plan as finding problems early and addressing them is very important. We’ve helped our clients with good

ramping plans allowing for sufficient time to get the process going, but also seeking to minimise the time the plant runs on artificial food.

Now however, we have another problem; unpredictable lockdowns caused by pandemic.

Not only does this hit the resorts bottom line it also interferes with the wastewater plant we’ve spent the last 3 months getting up and running.

Having a plan in place to address the disruption

MANAGEMENT

from lockdowns is vital to maintaining effluent quality.

Adding an EPA fine on top of the loss of revenue from a lockdown is something no one needs right now.

Without a crystal ball, you require experienced support to work out how far you can reduce feeding while maintaining the plant sufficiently to allow for rapid start-up.

Need help? Reach out to the Simmonds & Bristow team on 1800 620 690.

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A warm welcome to more

Nightcap Hotels Pymble Hotel NSW

By Mandy Clarke, Editor

designs, simple yet unique lighting fixtures, throw pillows with art deco patterns, soft forest green walls and artwork that brings the outside in. This hotel is a must visit when in the area!

In May 2018, Nightcap Hotels hit the hotel scene offering affordable accommodation at 33 freshly renovated properties across Australia. Fast forward to today, and with over 67 locations Australia-wide, they continue to redefine the accommodation experience for valueconscious travellers.

Nightcap Hotels offer a onestop-shop for guests travelling for both business and pleasure, and are conveniently located adjacent to pubs in city, suburban and regional areas.

Their motto is simple: provide an exceptional accommodation experience without breaking the bank. With a bar and bistro attached, guests can eat, drink, play and stay all under one roof.

Look inside the iconic Pymble Hotel, the latest hotel to join the Nightcap Hotels’ family.

Sitting north of Sydney lies Pymble Hotel, a pub that dates back to 1939 when it was first

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Nightcap Hotels is expanding In 2020 Nightcap Plus was introduced, bringing great value and modern comfort to destination locations with bigger rooms and upscale design.

Brett Salter, National Accommodation Manager, ALH Hotels

built. Though more than 80 years have passed, the hotel maintains its timeless art deco design on the exterior and recent refurbishments in 2021 have held onto the classic style on the inside.

The bar and restaurant downstairs highlight a style representative of the iconic era, and the accommodation rooms upstairs were designed to reflect the pub to offer continuity throughout. Think moulding with clean lines and geometric

Hitting three top locations, you can find Nightcap Plus at Mermaid Waters Hotel on the Gold Coast, Narrabeen Sands Hotel in Sydney’s Northern Beaches and Gateway Hotel in Devonport Tasmania.

March 2021 saw the launch of Nightcap Social, keeping the fun and casual personality of Nightcap Hotels alive while offering communal spaces and shared facilities ideal for the budget traveller.

The pilot venue opened at the iconic Ramsgate Hotel overlooking picturesque Henley Beach in Adelaide, offering a vibrant social place to rest your head at the end of the day.

PROFILES

Keep an eye on these two brands as they continue to grow in different locations around Australia (hint: Victoria will be getting one of each in the coming months in Carrum Downs and Essendon).

What’s Next?

We chat all things Nightcap with Brett Salter, ALH Group National Accommodation Manager.

Tell us more about the Nightcap Hotels story?

If I think back to five years ago, ALH Hotels had an existing base of 80 unbranded accommodation properties that were inherited through various hotel and pub acquisitions, all of which consisted of licensed bars and restaurants onsite. We saw an opportunity to provide the Australian traveller an option like no other, somewhere they can eat, drink, stay and play all within a very competitive price point in city, suburban and regional locations. I’m not talking five or ten locations either; our goal is to provide travellers with well beyond 100 locations within the next few years by renovating existing rooms we own and manage, and we’re well on track.

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have four or five renovations in the pipeline to meet the Nightcap Hotels brand promise to further expand locations for the Nightcap traveller.

The following locations are currently earmarked to become Nightcap Hotels… In Queensland there is Mt Isa, Hervey Bay, Atherton and Rockhampton. In Victoria we have Moorabbin, Carrum Downs and Essendon. Dubbo in New South Wales and Brighton, Adelaide in South Australia.

Our aspiration is to be the number one hotel group for value conscious travellers Australiawide. We are well on the way, and for a brand that didn’t exist four years ago, we now have over 67 locations and are growing rapidly.

Nightcap at Pymble Hotel NSW

It was important for us to exceed guest expectations and build a loyal base.

We analysed guest sentiment, and took from our own personal travel experiences, to understand what our guests were looking for so that we could build in these areas, while still providing exceptional value.

It’s important we provide a functional design that’s not boring but includes the key elements of a great experience which starts with a comfortable King Koil bed, a great bathroom and shower, free and fast wifi, USB charging points at the desk and each bedside table along with complimentary bottles of water in the fridge.

We even provide each guest a welcome drink in our licensed bars or restaurants.

While we maintain these key standards across the board, no two Nightcap Hotels are identical. When renovating, we take aspects of the adjoining pub, as well as the local area and history, and incorporate that into the design, giving each Nightcap Hotel a unique look and feel for our customers.

What more does Nightcap have planned for the future?

We still have more than 40 locations to renovate and welcome to the Nightcap Hotels family, which will take us into the top 10 largest brands in Australia (by way of locations).

While navigating ever-changing lockdown restrictions, our dedicated team does not stop.

At any given time, we might

How does Nightcap Hotels use Technology to elevate guest experience?

While we had plans for innovation and technology, COVID-19 gave us a nudge to speed things up a bit. We’re using this opportunity to remove some of the pain points of travelling, starting with the check-in experience. No-one wants to wait in line to check-in after a long day (or even a short one for that matter) so we’ve implemented a two-minute check-in experience.

Guests receive a text the day prior to arrival with an invitation to check-in and settle payment before even reaching the hotel.

On arrival, our teams continue to greet our guests, simply check ID and credit card, then hand over a key, creating a seamless experience, reducing the number of people at reception and getting our guests to their room in record time.

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Ramsgate Hotel by Nightcap Social

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PROFILES

Narrabeen Sands Hotel by Nightcap Plus

Nightcap at Monash Hotel, Clayton VIC

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HOTEL SUPPLY SPECIALISTS FOR OVER 46 YEARS

ELECTRICAL BATHROOM APARTMENT HOUSEKEEPING

VISIT WEATHERDON.COM.AU TO SEE OUR FULL RANGE

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AccomNews - Spring 2021

www.weatherdon.com.au sales@weatherdon.com.au PROFILES

02 9906 2202

On-Premise Laundry Simplified: Would it surprise you to learn that good quality towels and bed linen plays over a 90% role in influencing the satisfaction, and overall experience of an accommodation guest?

ConsumerInsights 2021

to connect with customers in a meaningful way. To understand how these consumer megatrends are shaping the on-premise laundry product category, we spoke with Category Manager Scott King from Harvey Norman Commercial Victoria, for his insights gained over an impressive 30 year career in the industry.

What’s even more staggering is choosing to operate with stained or poor quality bed linen, stands to increase the risk of losing repeat customers by over 95%. As competition remains fierce for consumer dollars, long term business prosperity belongs to those that get the fundamentals right.

With consumer megatrends of sustainability and the environment tipped to significantly impact purchasing behaviours of the future, your on-premise laundry strategy represents an opportunity

“Consumers are looking for brands, and equally businesses, that offer green or greener solutions. The demand is only going to grow, particularly as resources scarcity increases. Brands recognise this, and are investing heavily into R&D. The result we’re seeing is smarter, better built machines with greater water efficiency capabilities, and a push to offer bio degradable detergent alternatives,” says Scott.

“The opportunity for businesses to tap into this R&D is win-win. It’s a positive step for the environment,

offers running costs savings, and builds business loyalty through better alignment to consumers that value sustainable practices.”

A brand Scott says is continuing to impress in this space, is American made Maytag Commercial, noting their 9kg washer and dryer stack. Built to handle an impressive 15,000 wash cycles (roughly 2 washes a day for the next 20 years), Scott points out the machines are incredibly efficient.

“Using an average of 40L per wash cycle, paired with ultra-fast drying time, Maytag Commercial are carefully considering the future of sustainable onpremise laundry, creating real solutions for businesses, now.”

The wash up? Don’t underestimate the power of quality on-premise laundry processing, it could just be what sets your business apart from the competition.

To take the next step towards a more sustainable future, contact Harvey Norman Commercial Victoria on 03 8530 6300, email vic.estimating@au.harveynorman.com or visit www.hncvictoria.com.au – Selection Centre, open by appointment.

IN TH

ON PREMISE LAUNDRY SIMPLIFIED NOW EK

proudly supplied by

PROFILES

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Nightcap at Pymble Hotel NSW

The Sands by Nightcap Plus, Melbourne

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managers are away from the business. That’s using modern technology to your advantage.

The next stage is to work with Vintech, our preferred lock supplier, to execute contactless check-in with our RFID electronic locks as an option to our guests.

Let’s address the elephant: what is Nightcap Hotels doing to ensure the safety of guests travelling during the coronavirus pandemic?

We have also installed a selfcheck-in kiosk in one of our Melbourne hotels, ready to trial once the latest lockdown lifts.

Tell us how the business has benefited from modern technology?

We implemented an automated revenue management system called Pace which has taken our pricing to the next level.

Our Revenue Manager Alana Karic sets and reviews each of our hotel’s rate guidelines through seasonality and Pace reporting for the entire portfolio. We’ve seen some

exceptional results in key destinations, with some of our hotels experiencing more than a 35 percent growth in RevPAR. The majority of growth has come from the Pace algorithm pushing the boundaries further than ever before. Our

industry is experiencing large amounts of cancellations and often last-minute pick-up, and we’re comfortable knowing that our rates automatically fluctuate on an hourly basis, 365 days in advance, regardless of whether Alana or the hotel

We successfully managed quarantine in a Tasmanian hotel for nine months, which has taken our understanding of the travel experience in a COVID world to the next level.

It’s the small things that make a huge impact in ensuring our teams have the right tools and training in place. They are kept up to date with the fast-moving travel restrictions across each state, which can be a challenge when government restrictions can change within hours.

Apart from the high levels of cleaning in common areas and rooms, we also provide masks and hand sanitisers throughout the hotels.

All our guests receive a prearrival text message asking to check-in and pay via phone or tablet prior to arrival, making the check-in experience almost contactless.

We have also removed the in-room compendium folders and implemented hotel info via text message and are currently rolling out in-room ordering via QR code for room service.

We’re moving very quickly towards a cashless hotel experience with less than 5 percent of our total accommodation sales in cash.

Gateway Hotel by Nightcap Plus, Devonport TAS

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AccomNews - Spring 2021

PROFILES

Our team member and guest safety have and always will be our number one priority.

PROFILES

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Ultiqa offers ultimate in modern, luxury stays

By Grantlee Kieza, Industry Reporter

experience in the Australian and Gold Coast accommodation market with Melbourne-based Little Projects’ Signature development, exemplified his company’s expansion plans within the Asia Pacific accommodation market.

Ultiqa Hotels & Resorts derives its corporate name from the label “ultra-modern boutique apartments”.

The name reflects the brand offering of the company’s luxury properties in South East Queensland as Ultiqa prides itself on having a consistent quality of resorts in desirable locations.

Ultiqa has become synonymous with an exceptional standard of well-appointed apartments in excellent locations that are the perfect combination of high quality luxury and comfort for holiday and corporate travellers.

The properties are designed

Freshwater Point

as places where happy lifelong memories are created. The company has been operating for almost a quarter of a century and has the management rights to five properties: Air, Beach Haven and Freshwater Point, which are all at Broadbeach on the Gold Coast, the Rothbury Hotel in the heart of Brisbane, and Shearwater Resort at Kings Beach on the Sunshine Coast.

In June 2022, it will open a sixth property, the 256-apartment Signature at Broadbeach, in one of the largest accommodation management rights deals in Australia.

Ultiqa was awarded the rights over 20 other local and international groups.

Company CEO, Mark Henry, said the alignment of Ultiqa’s

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UItiqa’s ultra-modern boutique apartments offer an unparalleled combination of luxury, comfort, style, and high-speed internet.

REVENUE GENERATION BACK TO YOUR BUILDING

MONTHLY REVENUE SHARE OR COMMERCIAL MODELS TO SUIT YOUR BUSINESS.

Conveniently positioned sporadically from the Sunshine to Gold Coast, Ultiqa have everything you need, including Freedom Internet’s latest convenient and highspeed voucher-less offering.

FULLY MANAGED END TO END SOLUTION

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FROM DESIGN & INSTALLATION TO ONGOING MAINTENANCE & UPGRADES.

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In 2019, we began our partnership with the Ultiqa group, providing Freshwater Point with 100% internet coverage. After a successful rollout, coverage was expanded to a further 4 Ultiqa buildings including 860+ luxury apartments and common areas.

Sign up online at freedominternet.org or SCAN this QR Code +61 7 3067 3676

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26

“With three other properties in our portfolio in Broadbeach we understand that Signature will deliver a new level of holiday experience for visitors and that it will set itself apart from competitors when it opens its doors,” Mr Henry said.

Freedom Internet removes the headache of vouchers

he

ess now cess

The deal saw Ultiqa secure a 25-year term agreement covering Signature’s maintenance, letting and real estate rights bringing its property portfolio value to around $60m.

AccomNews - Spring 2021

PROFILES

Ultiqa have taken full advantage of Freedom’s latest offering, a voucher-less Internet solution. Ultiqa know their guests have easy access to the reliable high speed internet service that is now expected without any input or thought taken by staff.

Residents have the option of a seamless, easy, and affordable connection that is instantly available.

Freedom has preinstalled internet into each of Ultiqa’s long term apartments, residents can connect instantly on the day they move in.

Find your Freedom.

Contact us at info@freedominternet.org or call +61 7 3067 3676.

R B

M M

FU EN

FR M

f o

Little Projects Director, Leighton Pyke, said that Ultiqa’s experience in resort management both in Broadbeach and internationally was a critical part of the decision-making process in the appointment of the onsite manager for Signature.

Ultiqa Hotels and Resorts general manager Sue Fairweather joined the company in February 2019.

Ms Fairweather said while COVID had played havoc with occupancy rates the company was able to adapt very quickly, ensuring the company’s “can dowill do” attitude was maintained.

Ultiqa employs more than 50 staff across its properties.

“The philosophy of hotels and resorts which I've bought to Ultiqa is that our people are the most important part of the business,” Ms Fairweather said.

“If a company looks after its people, the people look after the company.

“That’s been especially true during COVID. One of the things we’ve ensured is to really look after staff during this pandemic,

Beach Haven

making sure they are mentally okay and understanding each of their situations – what each of them is going through.

don't ask anyone to do anything I'm not prepared to do myself.

“We also looked at where we could upskill staff so that our people could perform a variety of roles and made sure they were trained across multiple areas.

Everybody might have to jump in to do some housekeeping if needed, me included. We are all part of the Ultiqa family, and I

“That policy breeds trust with staff and we're able to share resources. Staff can move from resort to resort if needed. The properties might be different, but the systems and standard operating procedures are the same. It’s so important in the accommodation industry, especially at this time, to be flexible.”

PROFILES

Sue Fairweather

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Shearwater Resort

Ms Fairweather said at the Freshwater Point Resort outsourced security was replaced by Ultiqa staff.

“We have people on site from six in the morning to 11 at night to give owners, guests and the body corporate comfort because they trust the brand seeing someone in an Ultiqa uniform.

“It also gives us the chance to offer additional services in our offering to investors in that building.”

She said while average working hours for staff might have been reduced during COVID every employee was getting some work.

“It's important for everyone who works at Ultiqa to know that that they are all appreciated

and that they have someone to talk to,” Ms Fairweather said.

“We provide career pathways and I run a mentoring program so that people can follow their dreams,” she said, “and even change dreams if they want to go on a different journey within the business.”

The three well-known and trusted Ultiqa resorts in Broadbeach feature more than 500 apartments, consisting of holiday accommodation and permanent and long-term residents. Despite COVID, all three Broadbeach properties continued their steady growth and strong profitability over the past few years and recorded higher occupancy rates than their direct competitors.

Rothbury Hotel

The demand for short- and long-term rentals is projected to increase on the Gold Coast as the city is one of the fastestgrowing hubs in Australia and will host some of the events at the 2032 Olympic Games. Property values are increasing and rental yields remain high, while strong future population growth and infrastructure improvements to drive long-term growth.

Ultiqa’s Air on Broadbeach presents an outstanding array of ocean view apartments and beachfront suites, with spectacular views and luxury fittings.

Boasting panoramic views of the Pacific Ocean and Gold Coast hinterland, Beach Haven on Broadbeach reflects its namesake.

City and sea combine seamlessly, to create an alluring balance between white-sanded beaches and award-winning nightlife.

With two and three-bedroom apartments including a three-

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AccomNews - Spring 2021

PROFILES

bedroom Sub Penthouse, there’s room to relax, unwind and play.

The nearby Freshwater Point Resort, with fully serviced apartments, is just a short stroll away from all the exciting action of Broadbeach, but is an idyllic oasis surrounded by sweeping hinterland and river views.

Located in the heart of Brisbane’s busy central business district, Ultiqa’s Rothbury Hotel is an iconic, landmark property providing chic, luxury apartments and easy access to all of the capital city’s major attractions.

Ultiqa’s Shearwater Resort is an award-winning Sunshine Coast holiday apartment property, where guests have the choice of studio, one-, two-, and threebedroom configurations.

The resort has extravagant views of the Kings Beach coastline from private balconies and easy access to everything that beautiful Caloundra has to offer.

Orange finds a peach with luxury Remington Hotel

The Remington Orange – All images courtesy of Remington Hotels Group

By Grantlee Kieza, Industry Reporter

A city level of service and luxury in a regional location. That's the core driving principle for the Remington Hotel Orange, a new and sophisticated property that could usher in a major change to the Australian accommodation landscape.

The Remington Orange was borne from the fact that corporate executives struggled to find top quality hotel beds when visiting regional centres, and Grant Gill, the Group Manager of the Remington Hotels, predicts it could launch an exciting new trend in regional accommodation around Australia.

“My driving force is to make the Remington brand one of the best hotel brands in Australia,” Mr Gill said.

The 82-room Orange hotel opened December 2020 in the regional city of 45,000 people that is three hours west of Sydney across the Blue Mountains.

Management calls the Remington PROFILES

Grant Gill

Orange a new generation of hotel, conferencing and regional accommodation that offers sophistication, quality and a level of service and luxury rarely found outside the cities.

“We like say we offer five-star service with a four-star price,” Mr Gill told Accom News, “and we are bigger than a boutique hotel. I believe the model is right and that’s what guests are saying about the rooms and the finish.

“The service is so much more than what guests have been used to at regional properties.

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“We've got the highest speed internet we can provide, with a dedicated line. We've offer 55-inch 4K TVs in every room and the latest casting technology which means guests can run all their Netflix and streaming services.

“I did all the consults. I met with the architects, did all the internal fit out. My consulting company did the interior design and all the bed selection, TV selection and Wifi throughout.

“We use Australian-made Sealy beds that are custom made to our specifications and designed just for The Remington. The beds have been rated as fivestar so it’s a very comfortable property for guests. We sell a heap of beds as a result.

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AccomNews - Spring 2021

Guests can choose from seven configurations of room type.”

Mr Gill said Whitney’s Restaurant & Bar at the hotel was proving very popular and boasted an international standard chef who had worked at hotels all around the world.

There is also a top-class function and event centre for weddings, meetings and conferences, and Mr Gill said the state-of-the-art fitness centre was fitted with Technogym equipment, the “same that you get at InterContinental.”

So why did the group build such a luxurious hotel in a regional centre, that has just a fraction of the population of the capital cities?

“Orange is a marvellous regional hub with great infrastructure, and it has massive tourism support from Sydney and the ACT,” Mr Gill said.

“It's also a growing wine region and is becoming well respected for them and for its amazing food.

“Then you have the fact that it’s a major medical and agricultural centre with hospitals and important farm businesses. It has a lot of the infrastructure that you see in a major metropolis.”

Mr Gill said the decision to build the hotel in Orange originated with Remington’s first hotel in Muswellbrook, in the heart of the coal mines of the Hunter Region, 240km north of Sydney.

PROFILES

“That was our apprenticeship model,” Mr Gill said.

“The owners are involved in different types of property development and one thing that kept coming up was that every time they stayed in a regional area, they couldn't get a good bed.

“In just about any regional centre most of the accommodation was older style motels. That big city level of hotel service and luxury didn’t exist. A lot of the corporates visiting the mines were going out of town to find a good hotel or accommodation. They’d go down to the Hunter Valley and stay at the Crowne Plaza or they’d drive up from Newcastle.

“We built the Remington Muswellbrook to a budget eight years ago.

of the other brands,” he said.

“It currently sits at number one in New South Wales and number three in Australia on the Gold List at Star Ratings Australia.

That's up against some of the big names in city hotels so it's testament to the model and to what the guests say about us.

of a couple more hotels in

“Orange is making such a statement and it is a couple of steps up on Muswellbrook in terms of finish.”

50 to 60 percent above where we

“I'm excited about what could happen and there are whispers the not-too-distant future.

The Remington Orange opened during COVID but with pre-pandemic optimism.

“By month four we averaged 74 percent occupancy which was thought we would be,” Mr Gill said.

“Months five and six were

Mr Gill expects regional centres to soon host more luxury properties.

“I think we probably picked the market a little earlier than some

consistent but the new lockdowns in Sydney have certainly hurt us.

“The good thing is that they won't last forever. ”

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AccomNews - Spring 2021

31

New hybrid accommodation enriches Melbourne’s hospitality scene

safe sanctuary, one where guests can enjoy a stress-free stay. We offer a contactless experience, an outstanding level of service, utmost hygiene standards and a building that offers a variety of lifestyle choices.”

By Mandy Clarke, Editor

An Australian first!

There is an exciting new accommodation development about to welcome guests and consumers to Melbourne’s Southbank.

Forget about this being a ‘normal’ hotel accommodation offering.

Instead, he explained, “we provide a neighbourhood in one building with shops, restaurants, bars, a game (not gaming) centre and plenty of open space”.

Oakwood Premier Melbourne is the $150 million, 40-storey property that veers from the ‘norm’ due to its hybrid design that is pinned to capture wide consumer demand. This outstanding new accommodation offers modern features, elite customer service and skyline views overlooking the Yarra River.

Oakwood Premier Melbourne will cater to guests of all needs, with 132 rooms ideally suited to short stay guests, and 260 spacious apartments all perfect for mid to long-term guests. Executives and business travellers will also be pleased with the innovative tech and communications offered in guest rooms, alongside a newly launched room service feature.

Andrew Donadel is the general manager of Oakwood Premier Melbourne, the centrally located property presenting 392 luxurious rooms and apartments with a rooftop bar and 360-degree views of the city. He explained this property has been in development since 2017 and says it’s not just a hotel, it as more of a “lifestyle”.

With many years’ experience in hospitality and hotel management, Mr Donadel revealed he relocated just over one year ago from Singapore to Melbourne, to oversee the opening of this new property. I ask why?

He told me: “Because I believe in this exciting hybrid development, and I am confident it is perfectly placed to attract consumers during these challenging times.

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AccomNews - Spring 2021

I know it will be tough to open during COVID, but I am also hopeful of a successful launch.

We are in the final stretch of this four-year-long development and the whole team is excited to welcome guests this December and share all of the incredible facilities on offer.”

What does he like most about the property?

“The whole build is very impressive, but I admit I’m

completely blown away by the outstanding gym facilities and the modern fitness area. I also appreciate the beautiful open spaces.”

Indeed, the property has been very thoughtfully designed, with modern open spaces perfect for a COVID era.

Mr Donadel agreed: “Yes, with everything that has happened over the past year, we’ve gone above and beyond to create a

PROFILES

At Oakwood Premier Melbourne there is indeed ‘something for everyone’ but it is also visually stunning, with art installations and waterfall features, all paying homage to key Melbourne landmarks. The property exudes luxury and has been developed to pamper guests and visitors from the moment they arrive.

Ultimately, Oakwood Premier Melbourne completely transforms what consumers traditionally know to be included in standard serviced apartment accommodation stays.

This is nothing short of an impressive achievement.

Melbourne’s smartest hotel Yarra Hotel Group leads the way with technology at the Oakwood Premier Melbourne When Yarra Hotel Group developed Melbourne’s first five-star serviced apartment hotel, they wanted to offer not just the best in accommodation and service, but to harness the power of the world’s most innovative property management technologies.

That’s why, at the Oakwood Premier Melbourne, there’s not a key in sight. Every single door in the building - from guests’ serviced apartments and rooms, to shared facilities, lifts and external doors - can be opened via a digital key on a mobile phone.

It makes for an enhanced customer experience, lower costs, greater sustainability and higher security. “The hotel access control is one of the most important components of the guest experience” explains Norman Khan, Managing Director

the external doors, and integrating with the Kone destination control lifts to ensure guests can only access their own floor.

Guests love that by choosing the digital key, they don’t have to carry anything except their phone, and the fact that they can minimise their contact with staff, keeping them covid-safe.

Oakwood Premier Melbourne

of Hospmen and Yarra Hotel Group. “I’ve handed out hotel keys to guests for years myself and understand the importance of a good system. So I was looking for access control for our guests at Oakwood Premier Melbourne that is seamless, secure, smart, and simple to use.”

Yarra Hotel Group chose SALTO’s Electronic Access Control (EAC) system, and have installed wireless, sleek, SALTO Aelement Fusion and XS4 One locks, as well as wall readers, on all

700-plus access points in the building. Guests will be sent a digital key via their mobile phone before they even arrive at the hotel, meaning they can bypass reception and go straight to their room or apartment.

The SALTO system manages access to all the shared areas, including the state-of-the-art indoor/outdoor fitness centre, private meeting rooms, co-working space, multipurpose function areas, lounge and games centre.

It enhances security by managing

Staff value the efficiency of being able to very quickly manage, audit and update access profiles.

To further enhance guest experience and loyalty, there are also plans to embed the SALTO digital keys within the hotel’s branded guest app.

“When we saw what SALTO had to offer,” confirms Norman, “we realised that they not only met all our requirements, but also had the most advanced technology, features and support to back their slick looking locks.

After that, it was a no brainer to go with the best.”

ACCESS CONTROL DESIGNED FOR HOTELS SALTO’s access control technology platforms for hotels deliver a seamless guest experience and enhance staff accessibility with unprecedented flexibility and security.

Our premium electronic lock solutions – which include sleek designs to match any hotel décor – cover every access point from back-of-house organization to guest room management, with one easy-to-use system for hotels of all types and sizes.

With over 10,000 hotel projects worldwide, you can be confident that SALTO has a proven solution to suit your hospitality environment.

Guest experience: convenient & contactless smartphone keys Hotel management: control who goes when and where Security: 24/7 access control covering your entire property

Please contact us on +61 (0)3 8683 9782 or email info.oceania@saltosystems.com

Integration: compatible with PMS, GRMS and Guest Apps

www.saltosystems.com.au

PROFILES

AccomNews - Spring 2021

33

Daring & distinctive:

Hotel X illuminates experience

By Mandy Clarke, Editor

Did you know there is an illuminating new 5-star hotel and lifestyle destination in Brisbane’s Fortitude Valley?

It’s called Hotel X and was launched at the beginning of 2021 by InterContinental Hotels Group (IHG) and Queenslandbased developers Pointcorp.

Hotel X is a show stopping beacon of light, towering above the ‘Valley’. Its unforgettable façade cannot be missed at night due to its unique firstof-its-kind lighting system, that plays on the hub’s artistic candour and eccentricity.

The distinctive name of this highly anticipated Brunswick Street 146-bedroom hotel development absolutely ‘owns’ its luxurious X-factor design and identity but the “X” also quite literally ‘marks the spot’ of its prime location. At night the façade of Hotel X summons visitors to this neighbourhood, with the property sitting in prime position between Howard Smith Wharves and the boutiques of James Street.

General Manager Daniel Moran eloquently describes Brisbane’s newest 5-star offering: “Hotel X is about the unexpected, the uninhibited and the undeniably indulgent. It is a cocktail of thrills in the beating heart of Brisbane, expect a 24-hour feast for your senses, with unexpected touches at every turn.”

The hotel’s most distinctive feature is the white geometric façade which has an industry-

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AccomNews - Spring 2021

first 3.5km custom lighting system. Impressively it lights up Fortitude Valley’s night sky and acts as a beacon amid the famed nightlife strip. Indeed, everything about this building celebrates this iconic neighbourhood, alongside showcasing some of the most exceptional views of Brisbane city.

On its launch Pointcorp Director, Chris Vitale said: “Hotel X is a transition that extends beyond a physical space as a hotel to a superior experience for a likeminded community. The space celebrates the liveliest aspects of Brisbane – the nightlife, music, art, fabulous food, and long balmy evenings. Our proximity to the bustling streets and alleyways of Brisbane’s centre encourages whimsy adventure, and nights you won’t forget.”

Hotel X’s architecture and façade can be described as daring and distinctive, but the property’s cool and classy urban interiors also impress.

The design has been imagined with a contemporary colour palette in white and glossy onyx with metal accents reminiscent of vinyl and music instruments. It is interspersed throughout with splashes of rich jewelled colour and largescale, fashion editorial-led installations by Brisbane-based photographer Justin Nicholas.

Mr Moran elaborated on the inspiration behind the hotel’s interior design.

He said: “The showstopping guest rooms surprise with clashing patterns in daring juxtapositions that elevate rooms from cookie-cutter to effortlessly cool.

“Room furnishings include sculptural bedheads with exposed concrete and feature lights, geometric plush rugs in bold hues, custom pendant lighting and textured wood panels, while floor-to-ceiling windows with integrated controls for curtains and lighting, showcase breathtaking cityscape views.

“Our guest rooms also contain a touchscreen Tapendium device. This provides guests with a premium interactive experience at their fingertips to read newspapers and magazines and request guest services including a pillow menu, room service and valet services; as well as an in-room control panel to customise the air-conditioning, curtains, and lighting.

“Hotel X uses a split airconditioning system, offering high energy efficiencies with individual in-room climate control and a power-saving mode in unoccupied rooms.

Automated curtains open on entry and close on departure, ensuring optimal air-conditioning energy consumption.

“The guest bathrooms contain antique metal fixtures, custom industrial-style lights and textural mosaic tiles. Guests are treated to luxurious amenities designed by notorious high fashion icon Karl Lagerfeld; this is the brand’s first international hotel collaboration to date.”

Guest reaction to Hotel X and its restaurants and bars has been overwhelmingly positive.

A recent visitor described experiencing “faultless dining” at the hotels ground floor, Bisou Bisou restaurant. Other reviewers

PROFILES

love the expansive gymnasium, attentive service, the concierge valet, and especially the pre-mixed cocktails offered in the in-room mini-bar!

The exceptional rooftop Mediterranean restaurant and bar ‘Iris Rooftop’ presents panoramic city views. This has rapidly become one of Brisbane’s ‘go-to’ roof top cocktail and dining experiences.

One delighted online reviewer (TripAdvisor, Bouffer9) sums up their thoughts on a recent Hotel X stay: “Our happiness knew no bounds when we were upgraded to a king bed premium room - 33sqm of luxury. As we entered the room, the floor to ceiling curtains swished back electronically; the king bed and furnishings were superb; the bar had premixed cocktails; gorgeous black and white tiled bathroom with Karl Lagerfeld toiletries.”

Hotel X seems to do it so right We asked Mr Moran what he thinks the hotel does best?

He said: “In my opinion a luxury accommodation experience should be about being uninhibited and undeniably indulgent. Hotel X showcases this through its iconic artwork, avant-garde lighting and irresistible textures, each space exudes splendour, sophistication, and intense satisfaction.

“In the rooms our guests can close the curtains or not, pour from the daring mini bar, slip on one of our robes, and get lost in their own world of opulence and they love it.”

Increasing revenue in the 5 stages of travel

By Victoria Peterson, Head of Marketing, Hirum

Increasing revenue for accommodation managers and marketers, next to guest experience, is a key focus, even more so in the current climate. So, what are the five stages of travel, and how exactly can you maximise each stage to increase revenue?

1. Dreaming Holidays begin long before the guest arrives at the hotel or accommodation. Guests can spend weeks, months and even years dreaming about their next getaway. Showcase your property with good imagery, engaging copywriting, and a robust digital strategy. Make sure your social media pages cater to the dreaming phase for guests – stunning views with a glass of wine, plush beds in premium rooms, and informative posts about the local area and attractions. Plant the seeds of what is available before they even plan to book.

During the planning stage, travellers are sometimes looking at multiple properties and locations. They’re shopping around – so looking after the areas in the first point will make sure your online shopfront (website) looks attractive to them, speaks to them through your imagery and helps them include you in their planning.

On check-in as if they’d like a late Sunday checkout for just $20

•

Offer excellent customer service that they’ll remember such as recommendations to local restaurants

•

Ask again if they’d like to upgrade to a higher floor or room type or feature, such as a fireplace for an extra $30

After they’ve left the property So, how do you even get in front of the traveller to become a consideration in a sea of competitors? Ensure your presence online is strong and it is your best foot forward.

Ensure you’re reachable and engaging. Have ways your guests can engage with you easily; Facebook messenger, social media comments, a great UX (user experience) and CTA (call to action) on your website to entice them to book.

4. Experiencing

3. Booking

Before they’re at the property

The traveller is ready to become a guest and book with you. So, how do we help drive additional revenue at the time of booking?

Use analytics and data from your PMS and channel manager to offer bespoke enhancements to their stay and use guest prestay emails as an opportunity to up-sell in various areas:

Ensure your booking form is attractive and easy to use.

You want to convert guests as quickly and easily as possible.

Ensure the UX (User Experience) of your website and booking form is seamless. More than 3-clicks to book a room, and you risk losing the guest.

2. Planning

•

If your booking form offers the ability to create “packages” or “add-ons” for guests, take advantage of this. It allows you to up-sell and add any additional requests from guests, such as breakfast, an extra bed, wine on arrival, book tours etc, driving additional revenue at the time of booking.

A simple action that allows your guests to explore options that are available to them while staying at your property, as well as providing the guest a better customer experience.

Pre- and post-stay emails The guest experience really begins at the time of booking, so once they’ve booked, start communicating with your guests. Make them feel welcome before they even step foot onto your property and use it as an additional opportunity to drive more revenue. Implement automation with guest messaging to drive upsells.

•

Offer an upgrade. For example, if a guest has booked a standard room, offer an upgrade that has ocean views for an extra $30

•

Provide guests with incentives; if they book for 5-nights, offer a bottle of wine on arrival or a 25% discount at a local restaurant (supporting your locals)

•

Offer early-check-in

•

Get creative and think about your guest type - offer picnic hampers for families, champagne and strawberries for couples or laundry service for corporates.

When they’re at the property

MARKETING

Send a post-stay email and thank them for staying. Use your data to identify those who didn’t book direct and send them a return guest offer that is more enticing than booking on a third-party site on their next visit. Ask if they would like to share their experience on your preferred review site (Facebook, TripAdvisor, Google etc). Keep building that relationship and experience even after they have left and in-turn them into repeat guests. Use their feedback (good and bad) to improve guest experience for other guests.

5. Sharing The best advertising? Word of mouth advertising from your guests turns customers into advocates of your property.

Once you’ve given guests an unforgettable experience, they’ll tell friends and family and share images of the trip and your property on their social channels, helping you market your property to an engaged audience. Word of mouth advertising drives $6 trillion (yes, trillion) of annual spend. Not to mention, people take trusted recommendations seriously, they are 90 percent more inclined to purchase after a friend or family member recommended something to them. The above are just a few examples of strategies to help increase your properties revenue at each stage of the travel cycle.

There are plenty of other tactics that can be implemented in your hotel all depending on the type of facilities and resources your property offers.

AccomNews - Spring 2021

35

Why Big Data presents big opportunities for hoteliers ©Sikov - stock.adobe.com

Use data to personalise the customer journey

By Jurgen Ortelee, Managing Director, APAC, IDeaS Revenue Solutions

The volume of structured data being generated today is growing at an exponential rate. The reality for hoteliers and their revenue management teams is there are far too many data points to analyse.

And certainly, too many decisions to be made for any human to undertake accurately, without the assistance of automated solutions.

What data is important to hoteliers today?

The data sources that support hotel pricing decisions commonly include stay history, inventory history, future reservations, future inventory, competitor pricing and future rate information. However, while it was once assumed that more data leads to more informed decision-making, the focus is

36

AccomNews - Spring 2021

Predictive modelling and forecast data remain essential for hoteliers planning for the future.

now on ensuring the right data is collected in the first place. But what type of data is considered quality data for a hotel? In many cases, much of the “big data” that will help a hotel make more informed pricing decisions is demand associated data; that is, data that is used in the creation and curation of accurate demand forecasts.

Predictive modelling and forecast data remain essential for hoteliers planning for the future. It is important to note though, that it is not just about having access to more data in these circumstances but looking

at the right data. Not all data is created equal and only the relevant information should be considered. To build an accurate vision for the future, hotels must gather macro-level intelligence such as border and travel restriction policies and how they impact on market trends and travel intent, along with generate granular-level data, focusing on the transaction level, aggregating, and benchmarking rate category, channel, cost of acquisition, arrival and departure dates, lead time, length of stay, loyalty contribution, even at the individual travel agency or corporate account level.

MARKETING

It is a hotelier’s role to understand the demand drivers of the traveller so they can proactively influence demand throughout the customer journey.

This begins at the dreaming stage. Research has shown that 60 percent of travellers feel brands should tailor their information based on personal preferences or past behaviours right from the beginning.

In order to better understand guest desires, the ability to build an accurate picture of their behaviour based on data is key.

Data from booking channels, room-type preferences, dining choices, spa bookings and loyalty programs can help hoteliers better understand their guests so that more tailored packages can be developed that inspire return business.

Some hotel and resort owners are even using wearable technology today to provide added convenience to guests and collect valuable data.

Hospitality Revenue Management

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With more data and decisions to make than ever, hoteliers can no longer manage revenue the way they did before. Automation is no longer a nice-to-have but essential. The latest Buyer’s Guide is designed to guide you towards total profit optimization and commercial success.

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©WrightStudio - stock.adobe.com

For instance, Disney provides an all-in-one wearable device on a colourful wristband.

This wristband syncs with the traveller’s hotel room key, Fastpass, and even their park tickets. It also allows the customer to charge food and merchandise to their hotel room, alleviating the need for the customer to bring a wallet while on property.

For guests, wearable devices provide access an extra level of convenience. But for the hotelier it provides a wealth of digital information on customer preferences that allows them to target customer needs, wants and desires in future encounters. It is not surprising to learn 78 percent of travellers are more loyal to a travel company that personalises their experiences online and offline.

The need to automate With or without the pandemic, a hotel revenue manager is responsible for pricing a room, or service, that will attract a guest to make a transaction, resulting in the most overall revenue and profitability. But to operate profitably, hotels need to accurately price a multitude of different rooms, through many different channels, across many different days, to many different types of guests.

structured data being generated is overwhelming, especially when considering that a typical hotel makes roughly five million pricing decisions every year.

Put simply, hoteliers and their management teams must process far too many data points to analyse in real time. There are simply too many decisions to be made for any human to undertake this task accurately without the assistance of automated solutions.

Turning data into revenue As hotel management roles are consolidated and responsibilities expanded, many hoteliers are taking a ‘cluster’ approach to revenue management. With a cluster approach, hotel revenue managers are no longer responsible for a single property or a handful of properties within a hotel group. They are now responsible for a cluster

of properties determined by location or brand and are expected to make strategic revenue decisions for up to a dozen, or more, hotels every day.

This expansion of responsibilities means that revenue managers are shared between properties and have real limitations on the time and task allocations they can provide to any single property, so having automated technologies powered by high quality data is critical.

In this environment, advanced analytics and real-time visualisation of clean data is needed. Any hotelier working without the support of an analytical revenue management system will find themselves overwhelmed by the complexity of the data. Forward-looking predictive analytics, embedded in today's advanced revenue management systems, help hoteliers uncover emerging trends and identify opportunities

Compounding the challenges around hotel pricing today is that the sheer volume of

38

AccomNews - Spring 2021

© Alex - stock.adobe.com

MARKETING

to capture more revenue.

Advanced hotel revenue management analytics use data mining, machine learning and a variable deployment of complex predictive algorithms sets to calculate optimal pricing and inventory decisions for hotels.

Analytics assist hoteliers to move beyond their normal room pricing processes into harnessing their data and forecasting capabilities to explore, predict and optimise the revenue performance of their entire property.

Best in class revenue management system analytics also enable hoteliers to uncover granular patterns and trends at a micro-level. By determining why specific results are emerging, and if a hotel can expect them to continue, hoteliers can then optimise their revenue opportunities today and into the future, speeding business recovery from the pandemic.

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Assignment: Reveal strategies that will increase direct bookings Expert: Gemma Todd-McVinish Role: Marketing Manager, NewBook that may be coming soon, upcoming events or the best local restaurants in your area.

Posting blogs provides your website visitors will valuable information and travel inspiration, and you’ll be increasing your digital reach!

By Mandy Clarke, Editor In what ways can operators invest in their own websites/ social media channels to increase direct bookings?

Your website is your number one tool to convert bookings. Invest in creating a modern, seamless user experience with an integrated online booking engine, and make sure that your website is mobile-friendly. If your booking process is confusing or slow to load, guests will simply book elsewhere, which will cost you commissions! On social media channels, I would highly recommend implementing retargeting ads. Retargeting ads are cost-effective, great for brand awareness, and have a 10 times higher clickthrough rate than regular display ads.

Do you have tips on creating and managing website content?

Your website is often the first impression of your business, so regularly updating it with new content is crucial. It not only creates trust for potential guests but search engines regard fresh content as more relevant, meaning your listing will likely appear higher in search results. Winning! If your last blog is from 2019, or your images were taken in 2012, it’s time to prioritise some updates. Keep up with the times and keep your guests informed on what’s happening at your property by adding some content about events in your area, awards you have won, and most importantly, invest in a professional photographer to take high-quality images of your property.

When developing a relationship with your online audience, adopt a customer-centric approach.

Take the time to respond to guest reviews, like their comments and share their holiday images at your property. These small interactions can have lasting impacts, making your guests think of your property the next time they want to book a holiday. Look at your analytics to gain insights on who your key audience is. with clear prompts, reducing the number of check-out steps, and using abandoned cart recovery emails. These emails will track users who only got part of the way through the booking process and send a follow up email to complete their booking.

Additionally, try adding an offer for 10 percent off their first stay to your home page or as a pop-up and watch new bookings roll in.

What is your advice for operators implementing social media strategies?

Customers who are part of a loyalty program are 59 percent more likely to choose a brand over others. Loyalty programs allow you to reward guests for choosing your property and create a more personalised experience. Treat new members to a discounted rate for their first stay.

Social media offers a massive digital reach with 4.48 billion users across the globe.

When creating your social media strategy, it’s important to define and understand your target audience. For example, is your ideal guest a business traveller or a family?

Once your key audience is identified, create targeted display and retargeting ads on social platforms that link directly to your booking engine to place their reservation. Within your Facebook account, you can see the days and times that your followers are most active, so ensure that you are consistently posting at these times for maximum engagement. Most importantly, share your guest content, it’s the most valuable free social proof you can get.

What are the most effective ways to convert website traffic to guest bookings?

How can operators ensure they appear in searches with effective SEM/SEO?

Are there any benefits to creating a loyalty/rewards program?

Did you know that the hospitality industry only has a two percent website conversion rate?

Some simple tips to boost your conversions include creating a seamless booking process

40

How can operators get to know their audience better and build relationships?

AccomNews - Spring 2021

A simple way to boost your organic search ranking is by writing your own blogs. Start by committing to uploading a short blog just twice a month that includes keywords relevant to you. Write about a new facility MARKETING

What are the best ways to spend advertising dollars?

When choosing your advertising channels, it’s important to consider your budget and your key target audience. We’d suggest and test and learn strategy whereby you test a range of channels such as paid Google search, social media ads, or OTA sponsored ads and monitoring the results to see what performs best for your property.

Once you clearly understand which channel performs best, you’ll know exactly where you should spend your advertising dollars.

What should operators prioritise when trying to increase direct bookings?

If direct bookings are your goal, it’s important that you invest in an integrated online booking engine. Keep your booking process seamless and simple, optimize your website and reward guests for booking direct.

What can you tell us about future trends?

With millennials contributing to 31 percent of the world’s population, accommodation providers will need to adapt to cater to the demands of the 21st-century traveller.

We are likely to see increased demand for self-service technology and artificial intelligence in the industry.

You can also expect to see a rise in online bookings made through mobile apps.

Approximately one in three travellers say they are more likely to use their mobile to complete a booking when booking apps are available.

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SPEAK TO THE EXPERTS AT NEWBOOK FOR MORE VALUABLE TIPS AND STRATEGIES.

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Assignment: Reveal strategies that will increase direct bookings Experts: Nikita Johnston & Anna Jeffesris Organisation: HiRUM In what way can operators invest in their own website/ social media channels to increase direct bookings?

Treat your website and social media platforms as your digital shopfront. Your website is your chance to showcase what you’re offering, so it is important to invest in good quality images that can be updated regularly.

A fully responsive website (desktop, mobile, tablet etc) is essential. It needs to be fast and easy to navigate, with clear and engaging copy and a call to action (CTA) that suggests urgency and stands out to the consumer. Make sure you truly own your website too, so that you can update the content whenever you like. A shared backend means added unnecessary expense that your business could do without!

What are your tips for creating and managing website content?

We believe the best person to write the content for your business is you, as no one knows your property better. However, it can be beneficial to use expert help to ensure it is correctly formatted and search engine optimized. SEO is extremely important in your online space, without giving it to a specialist you risk becoming invisible in the online world no matter how good the content reads.

Are there any benefits to creating a loyalty/rewards program?

If you have an independently owned property, then we believe loyalty programs won't necessarily benefit you. The majority of domestic travellers within Australia rarely visit the same location twice and hence a loyalty program offers them little value. Instead, perhaps consider adding value upfront (e.g., restaurant vouchers, late checkout) to increase your chances of clients booking directly with you.

What are the most effective ways to convert website traffic to guest bookings?

Your potential guest has landed on your website? Well, done! You are more than halfway to securing the booking.

Ensure your website is clean, simple to use, with up-to-date accurate information, and a clear CTA. It is crucial that your website’s booking form is simple and easy to use.

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We recommend also referencing the local area such as restaurants and attractions so that guests can make the most out of their stay. And of course, always ensure the price on your website is as low as the prices displayed through your other online channels.

As consumers continually get smarter, they’re likely to cross-reference your rates on other online travel agencies. Instead of letting your customer get distracted by your competitors, a good channel manager will have a rate comparison tool that helps you effectively show that your direct booking rate is the best rate.

Do you have any advice for operators implementing social media strategies?

With growing audiences using social media for several hours a day, it is a must to showcase your business where your potential customers are.

Know who your target audience is and what social channels they are consuming, this is where you should be spending your time and money.

Social media provides you with the best opportunity to sell the dream about your property before the customer even visits, so make sure you are always placing your best post forward.

In what ways can operators ensure they appear in searches with effective SEO? It is important to understand keywords and how to use them on your website. Your website needs to be updated regularly with trending and relevant keywords to ensure it ranks well on Google. It is possible to improve your SEO ranking simply by getting the basics right, being consistent and applying Google’s best practice guidelines. SEO can seem intimidating for smaller business owners; therefore, it can be beneficial to engage the support of a good SEO professional. Once again, owning your own website is key to effective SEO. This enables you to engage any professional of your choice to work with you on your overall strategy.

How can operators get to know their audience better and build relationships?

By using a good property management system (PMS) you are able to access online guest data MARKETING

to create a guest profile and to use this to help build relationships. Using a PMS system that incorporates inbuilt guest communication, allows you to build that rapport with the guest before they even check in. Start by reaching out with a personalised email or SMS and then continue the communication with the guest during and after their stay.

What are the best ways to spend advertising dollars?

It is best to look at your data to discover where the majority of your bookings are coming from (e.g., social media, Google) and invest your money into these areas wisely. Use a marketing professional to help you strategically look at what your data is telling you and spend advertising budgets accordingly.

What should operators prioritise when trying to increase direct bookings?

Firstly, a decent, clean, simple to use website with good imagery is essential.

Secondly, invest in Google Hotels via your PMS provider to showcase your property free of charge in local search results and Google Maps.

This offers the opportunity for guests to book directly, bypassing the OTAs, allowing you to capture more direct bookings on your website.

What can you tell us about future trends?

From what we can see when looking at the data across multiple accommodation providers, there is certainly an upwards trend towards direct bookings. Guests are getting smarter, but they don't want to look harder or spend too much time hunting around.

Make sure your property is easily found online and remember, now is the optimum time to implement strategies to compete with the OTA's before travel opens back up.

Digital age a sign of the times

By Grantlee Kieza, Industry Reporter

Just like inspiring pieces of artwork, more and more hotels and resorts are using digital highresolution signage to create an atmosphere of tranquillity and beauty in the lobbies of their properties.

Many are employing large-screen televisions to display images that put their guests into a restful state even before they enter their rooms. And digital signage also has the added benefit that it can convey information in simple terms at the hotel reception or lobby, or at other areas where guests congregate.

It’s an extra arm of a property’s hospitality, and an effective tool for guest management.

Digital signage for hotels creates a modern touch for visitors and is a cost-effective way to enhance the guest experience. Blended with wall art, the digital screens can present a mix of informative and captivating content to guests.

The latest in hotel technology can be a perfect way to create a positive and lasting impression on guests, who may be weary after a long journey. It can then

Images courtesy of Just Digital Signage

help management interact with guests throughout their stay.

Studies show that for instant effect, visual messages are much more productive than written texts, and easily changeable digital visuals can influence guest’s behaviour with eyecatching content. For hotels

this can include the latest offers at the property, such as loyalty programs, discounts, restaurant deals, spa treatments, room upgrades and tours.

Users can update digital signs as frequently as they want, with most of the necessary software offering user-friendly features that require nothing more than the tapping of a few buttons on a keyboard. This can be especially useful at a property offering guests special promotions that change day to day.

The first 10 minutes of the guest experience are usually the most crucial to create a strong impression on guests and to build a lasting relationship.

Digital signage can easily provide a warm welcome by name as guests arrive at reception. It can also display to new guests the positive reviews from previous customers taken from social media platforms.

Hotel lobbies are also perfect for digital signage to display

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announcements and information such as weather forecasts, maps of the hotel and surrounding areas, including shops and ATMs. Digital signage can also be used to show the open hours for local tourist spots, as well as flight times and bus, and train services.

Another important feature of digital signage is that these decorative, ever-changing electronic billboards can also be used to display mouth-watering menus and promote specials of the day for hotel restaurants.

This signage is especially effective when used in lifts. The addition of a QR code can even allow guests to order menu items on their smartphones.

Using scenic videos or playlists are an effective entertainment option to create a relaxing atmosphere while guests are waiting in lobbies. Displaying glorious sunsets or stunning vistas, or just happy faces, is an easy way for a hotel to promote brand recognition with a captive audience.

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Images of flowing rivers and sublime waterfalls outside a hotel spa is a sure-fire way to increase bookings.

Darren Rogers

Industry supplier, Darren Rogers, Managing Director of Just Digital Signage, agreed that hotel guests typically form an opinion of a hotel within 10 minutes of arrival.

He told us: “The use of digital signage displays throughout a hotel helps create an extraordinary first impression, with guests perceiving a hotel to be modern and luxurious. The value and power of digital signage benefits guests and hospitality providers alike, making it a hit for hotels, restaurants, resorts and other hospitality businesses.

He advised: “When looking for a digital signage solution, it is common to prioritise hardware with software a second thought.

This is the wrong way to look for the perfect digital signage system.

“Although hardware is an important aspect of the project, the longevity and flexibility of your system will be reliant on easy-to-use software and quality ongoing support. Hotel managers should look for a digital signage solution that allows their facility staff to easily update, schedule and support digital content solution remotely.

“Cloud based digital software solutions are increasingly being integrated across the industry allowing centralised visual messaging displays to engage guests, inform and direct visitors and provide and assist staff.

These elements allow simple and efficient management and future upgrades to your system.

“Promote time-sensitive offers or seasonal events to increase engagement and boost sales.

Display these on screens in hightraffic areas. Transform the way your restaurant displays its menu, a digital menu board will deliver crisp, clear images that make your dishes truly mouth-watering.”

Most importantly Darren said: “Look for a digital signage partner who has experience providing digital signage within the industry.

Experienced digital signage experts will be able to provide the ideal hardware for your application, along with the ideal software and support you require.

This will ensure your digital signage solution gives you that real ‘wow’ factor when installed and it will keep impressing you long past the date of installation.”

“Choose a digital signage system that shows wayfinding information, conferencing facilities and amenities. Displays attractive content that engages, informs, and entertains guests at reception by displaying hotel services and facilities. Make your guests’ stay memorable with impressive, media-rich content.

“Display restaurant and service hours, hotel events, local attractions and weather forecasts. You can increase advertising revenue by showing third-party promotions for some of your partners.

AccomNews - Spring 2021

Accommodation managers can be more creative and innovative than they realise with digital signage.

He advised: “With the right creative you can make a striking visual impact on a modest budget.

“But even with conventional LCD digital signage monitors there is plenty of scope for creativity in the content. Digital art can engage clients and give them something to look at in between the on-screen promotion of hotel services and local tourist attractions. Memes, on the other hand, can entertain them with something fresh every day.

“The key to it all is ease of image creation and scheduling.”

On tricks for choosing the perfect sign for a specific area of an accommodation.

Travis Anderson

He said: “Certain areas are best served with display devices that can be powered over the ethernet. This makes cabling more economical and reduces installation costs. Screens in lifts are a good example.

Industry supplier, Travis Anderson, VP Hospitality, CI Group offered his opinion on what managers should look for when choosing the perfect digital signage system.

“Screens in areas with a lot of daylight should be high brightness monitors or they will look dull. Digital signage attracts far less attention when it is dull.

He told us: “The ideal system should be easy to manage and update, and preferably able to auto refresh the information it displays due to network connection and the way it has been set-up.

“Brightness is your friend!

Images courtesy of Just Digital Signage

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“It should be so easy to operate that the display capability can be used to achieve numerous objectives, from promoting hotel services to delivering a better guest experience.”

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“If the location for an LED screen is easily accessible, you can afford to go for a cheaper screen because pixel replacement is easier. As a rule, the cheaper the LED screen, the more

Images courtesy of Just Digital Signage

frequent the need for upkeep.”

COVID has changed the AV and display industry as it has forced hotels to take a range of measures to protect and reassure guests.

Travis said: “Although the various protective measures can be taken on their own, providing reassurance makes it necessary to communicate to your guests that those steps

have been taken. That’s where digital signage comes in.

“You can explain, for example, your use of UV-C lighting to disinfect areas or the air within it. Or perhaps show how effective your air filters/purifiers are at reducing viral load.

“Digital signage is also extremely useful when issuing important COVID instructions.”

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The Dorsett Hotel updates more than just lighting The Dorsett Hotel is the first Signify project undertaken by Ci Group as a recently appointed Certified System Integrator of the company’s Philips Dynalite and Interact connected systems.

a welcome scene on room entry or a quiet reading mode can set the perfect ambience. Bio adaptive lighting can be programmed for more natural wake up experiences and better energy levels. Sleep disruption can be minimised by low level light programmed for bathroom trips overnight.

Becoming a Certified System Integrator for Philips Dynalite and Interact is a natural extension of the Ci Group repertoire. So too is offering its services to the hospitality industry. The Ci Group has grown to become one of the five largest AV integrators in Australia, based largely on its success with corporate workplace technology, and in more recent times, with its achievements in LED displays. What the group brings to hospitality is a depth of technical expertise that is unrivalled. Already it has Le Meridien as an AV client and two Marriot AV fit outs in Hobart and Docklands Melbourne. For interact it has a team of programmers with hospitality experience.

In some climates, HVAC can represent over half a hotel’s energy consumption, so it is a cost factor well worth addressing.

The savings on HVAC alone certainly help speed up the ROI on an Interact system, whether the energy consumed is on heating or cooling. Wastage either way will cost you money.

The sensors embedded in each room monitor the guest environment 24/7, ensuring you know when rooms become over heated or under cooled.

This enables you to take the remedial action necessary to maintain a premium guest experience. The visibility Interact provides you enables faster response and turnaround for service delivery, simultaneously reducing unnecessary work for your staff while minimizing guest disruption. It’s a clear win-win.

This “Interact for hospitality” Dorsett project is impressive.

It covers 313 rooms over 13 floors and showcases several of Interact’s most desirable attributes in the one project.

The control panel in each guest room can control HVAC in addition to lighting. As part of its programming, interact can also integrate with the property management/check in system (in this instance Oracle Opera).

This functionality prepares the room for guests as they register by adjusting lighting and comfort levels accordingly. It also includes the system being able to adjust itself to display the preferred language nominated by the guests on registration.

The Interact system at the Dorsett is programmed to be smart in other ways as well. For example, if balconies are left open, it automatically cuts off the HVAC to save power. It also conducts a real time sensor check whenever the door is opened and closed to determine if the

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room is still occupied. If deemed unoccupied, power to any devices no longer needed is terminated.

Network security is also assured as the system includes TLS1.2 encryption and secure websocket connections between server and devices - to ensure network communications are protected.

The system comes with a powerful, internally hosted, web dashboard that enables hotel staff to better deliver services. This provides insights on room usage, and real time data on room status, thus enabling greater operational efficiency. Staff are enabled to see “do not disturb” or “make up room” requests and act accordingly to guest expectation.

These days it is common knowledge that lighting

affects mood as well as power consumption and the bottom line.

The Signify Interact system lets you benefit from both aspects as well as streamlining your operations and staff efficiencies.

It is a system that provides real time operational transparency across your entire property, readily visible to your entire staff via any browser, including the one on their smartphone.

Interact also enables a richer guest experience. Pre-set modes such as

In addition to Interact/Dynalite the Ci Group can update the AV in your event spaces or guest rooms, put giant LED screens in your lobby and more. It is also certified for Signify UV-C lighting, which provides an additional layer of protection against viruses and pathogens.

If your hotel requires a technology upgrade, the Ci Group offers a wide variety of different solutions. This includes guest room entertainment (hardware and software), event space AV, videowalls, background music systems, meeting room and video conferencing technology, gymnasium AV, digital signage throughout the hotel, and even improved mobile reception.

For further information on how we can assist you. Contact Travis Anderson on 0499 944 549 or visit www.thecigroup.com.au/hospitality-technology.

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Philips Dynalite has a new system integrator in Australia eager to bring the IoT revolution to hospitality.

The Connected Hospitality Experience Scene Management

Room Status Dashboard

Bio-adaptive Lighting

Hospitality Service API

Energy Optimization

Environmental Monitoring

The Ci Group has recently added Signify (Philips Lighting) to its already impressive suite of products for the hospitality industry. The Signify portfolios for which the Ci Group is a Certified System Integrator are the Philips Dynalite, UV-C product and Interact connected lighting systems. It is the IoT based Signify Interact product that is destined to revolutionise hospitality, as it goes beyond lighting to streamline operations, improve staff efficiency and enhance guest services. The key to its success rests with programming, and the Ci Group comes equipped with a team of programmers well versed in the needs of the industry.

The Dorsett Hotel on the Gold Coast due to open in December is the Ci Group’s first Interact Hospitality project undertaking, and showcases how the Interact technology can improve hotel efficiency and the guest experience simultaneously. Anyone who wishes to become more enlightened about what Interact offers the accommodation industry is encouraged to get in contact. It is brilliant technology.

Call Ci for further information on how we can assist you.

THE Ci GROUP

Travis Anderson 0499 944 549 www.thecigroup.com.au/hospitality-technology

MELBOURNE • SYDNEY • BRISBANE • ADELAIDE • PERTH • CANBERRA • SINGAPORE • TAIPEI • HONG KONG • AUCKLAND • MACAU

Now hiring: Robots welcome to apply Where did our fascination with robot’s come from?

Aristotle, in 322 B.C. foresaw the possibility of robots when he wrote: “that automata could someday bring about human equality by making possible the abolition of slavery.” Throughout human history, mankind has always been fascinated by robots and the endless possibilities they might offer.

Robots have been depicted as both good and bad in books, movies and on TV for years. There was ‘Robot’ in Lost in Space who would get Will Robinson out of trouble. The Terminator and of course probably the most famous of all R2D2 and C3PO. I am sure we all remember the Jetsons who used gadgets of all kinds and of course Robots including Rosie the robot maid.

staff to seven and it looked like it was on track to achieve their ambition. The world’s first robot hotel’s staff included a nodding velociraptor and female humanoid ‘manning’ the front desk. A recycling bin droid that roamed the corridors and a chatty inroom artificial intelligence (AI) concierge (Churi). It even had mechanised fish swimming around a tank in the lobby.

Brendon Granger Technology 4 Hotels

The Henn-na hotel Japan is the world’s first robot hotel, the infamous 140 room hotel which opened in 2015 with 243 robots and 30 staff is a great example of what applications are most suitable for robots.

The aim of the hotel was to be operated 90 percent by robots.

When things were operating really well, they reduced total

However, in early 2019, the hotel laid off half of the 243 robots replacing them with humans.

The robots were replaced because they were ineffective, or they had broken down.

One of the best examples was the in-room voice assistant, Churi. It could cope with basic commands, such as turning the lights on and off, but appeared elementary when asked more sophisticated queries, such as

What is a robot?

A robot is a machine, that is capable of carrying out a complex series of actions automatically on command.

However, they can be used to carry out tasks such as delivering amenities or room service to guests or cleaning and luggage transportation.

With robots carrying out these tasks staff are freed up to offer true personal human hospitality.

Examples of robots used in hotels today Let’s take a look at some of the robots currently used in hospitality. This is by no means an exhaustive list. My aim here is to give you a quick overview.

Connie the concierge: Hilton’s robot concierge was introduced in early 2016 at the Hilton McLean next door to the company’s headquarters. Connie is an IBM Watson-enabled robot, whose role is to help hotel guests figure out what to visit, where to dine, and how to find the amenities at the property.

There has always been the fear that robots will completely replace humans in the workforce and particularly in the area of hospitality. But many have argued that this is simply not possible as hospitality is about people serving people.

AccomNews - Spring 2021

If we look at the Henn-na hotel, what it confirms is that robots won’t replace humans entirely.

Concierge robots

Robots vs humans

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flight schedules or theme park opening times. Churi would also confuse snoring as a voice command and spring into action with a response that would wake guests up. The robots positioned at check-in were also decommissioned because human workers essentially had to help them do their jobs.

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Jim Holthouser, Executive Vice President for global brands at Hilton says Connie will work side by side with Hilton employees, not replace them. “This isn’t about reducing staff,” he says.

“That’s not where our minds are whatsoever. But if you can take 100 different routine questions off the front desk, at the end of the day, it helps them answer phones faster, it helps them check people in faster, it frees them up to actually deliver true hospitality.

“We’re on the front end of this and kind of playing around with it to discover how we can surprise and delight? How do you better serve customers?

How do you make the lives of our team members easier? I think you’re looking at the future.”

TUG Wayfinding robot: luggage delivery robots. In 2018 the Sheraton Hotel in San Gabriel opened its doors with eight TUG robots from Aethon.

They can escort guests to certain areas of the hotel, take luggage to the room and also deliver room service.

Botlr the robotic butler from Savioke: Delivery robots. In August 2014, Aloft Hotels unveiled the hotel brand’s first Botlr (robotic butler) from Savioke. These robots are designed to deliver amenities to guest rooms. A number of companies worldwide are now making similar delivery robots.

There are a couple of robots helping housekeeping teams in hotels Heavy delivery robots are designed to help hotels with heavy lifting. They can deliver clean linen to the floors and take the dirty linen, which is often extremely heavy down to the housekeeping area. They are capable of handling weights of up to 600kg. An example is Robie at The Park Avenue Rochester in Singapore. Robie, is an autonomous delivery robot that handles the strenuous manual delivery of linen.

Vacuuming robots: Remember Rosie the maid from the Jetsons.

A company called Maidbot introduced Rosie in 2018 to support housekeeping staff by taking the physical load of vacuuming off their task list. This reduces the time it takes to clean and provides consistency every time. Rosie

Labour shortages are now at crisis levels in hospitality worldwide. This is not a shortterm issue and hotels have started to look at technology as the answer can also track environmental data from temperature and humidity to wifi strength.

iterations, which some find disquieting. I know I do. R2D2 is less scary than the Terminator.

Bartender robots: Robotic-arm bartenders are being used in Las Vegas as well as onboard Royal Caribbean’s ships. They have been said to reduce waste/ spillage by up to 25 percent. And they never drink on the job.

I asked Stephen Rodwell M.B.A. Senior Lecturer, Researcher into Robotic Service Acceptance for his thoughts on guest acceptance of robots. He said: “The research indicates that guests often preferred a room service robot to a person, as there was no need to put on a ‘public face’ or tip it.”

Food preparation robots: A number of different food preparation robots are available that can cook hamburgers, as well as make omelettes and pizzas. Flippy the shortorder cook is an example.

Will the human touch ever disappear?

I don’t see robots being able to fully replace humans any time soon, nor should they. I believe the human touch will be what differentiates hotels.

It could well be that humancentred service becomes the luxury hospitality experience in the future. This might see budget hotels running largely on service automation, robotics and AI with a skeleton staff.

While luxury hotels retain a large, visible human workforce support by robots behind the scenes.

Guest acceptance Is the look of the robot important? At this point, I believe it is. The robots that have been the most successful to date don’t look like humanoids.

Instead, they look like robots, as imagined in 1980s films and TV, as opposed to human-like

Also, in COVID times robots mean less human contact, something guests are very comfortable with as it means the reduced possibility of the spread of the virus.

What is the future of robots in hotels?

The examples of robots currently being used in hotels certainly confirm that robots have their place. This is to support staff by undertaking the menial, repetitive and dangerous tasks freeing up human staff to do what they do best. Offer true hospitality.

Labour shortages are now at crisis levels in hospitality worldwide. This is not a short-term issue and hotels have started to look at technology as the answer to allow them to continue to deliver exceptional service with fewer team members.

In many ways, COVID has accelerated the adoption of technology in the hospitality industry. It has been that much needed shot in the

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arm (pun intended) for an industry that is notoriously slow when it comes to the adoption of new technology.

Guests are also a lot more tech-savvy than they were a year or so ago. They are more attuned to using technology versus direct human contact.

They also expect to find the same if not better technology advancements at hotels than they already enjoy at home.

“Stephen Rodwell said, “Anyone who says robots won’t replace humans in the hospitality sector, either hasn’t read the research or is being naive.”

Max Starkov summed it up well in his article “Is hospitality ready for the army of robots coming to a hotel near you?”

“The robotisation and automation of our industry is inevitable. I believe that within the next 10 years many hotels will operate at half the pre-Coronavirus staff level and we will be seeing more and more examples of semi and fully automated hotels.

The savings from labour costs and technology-derived new efficiencies will be more than sufficient to pay for the next-gen technology required for the hotel robotization and automation.”

In closing, I think robots have a big role to play in hotels. Not as humanoid looking robots that will take over everything. But instead, high tech machines that help human staff do their jobs freeing them up to deliver true hospitality.

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INVISIBLE INNOVATION WITH SALTO ÆLEMENT FUSION ELECTRONIC LOCK Security, efficiency and design are all essential aspects of access control in the highly competitive hospitality sector. Ælement Fusion is an electronic lock with a sleek reader accentuated by an interactive light ring that illuminates when access credentials are presented, providing a minimalistic design that blends with any hotel décor. Ælement Fusion incorporates SALTO’s stand-alone, battery powered electronic lock and technology, SVN data-on-card and advanced BLUEnet wireless technology with online, real-time capabilities — all without using wires. Equipped with RFID and NFC, as well as BLE, this allows guests and staff to use their smartphone as a key.

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DO YOU SEE WHAT I SEE? To the uninitiated this is just another umbrella base but if you are a resort focused outdoor furniture supplier you see the devil in the detail. FEATURE #1, 4mm thick aluminum stem. ADVANTAGE, No rust means you wont be throwing the base out in 12 months. FEATURE #2, A full circumference thread on the stem connecting to the base meaning 55mm of contact point. ADVANTAGE, Not just a single bolt so it wont loosen, wobble and snap off. FEATURE #3, 25kgs of concrete, ADVANTAGE, Its heavy and wont rust, FEATURE #4, Roller Wheels, ADVANTAGE, Ease of movement with 37 Years of experience in the resort industry means we know what to look for.

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IN-STOCK PREMIUM FURNITURE PACKAGE The Ocean Drive furniture package is made specifically for commercial hospitality operators, using durable high pressure laminates, commercialgrade fabric by Warwick and comes assembled ready for installation straight into the apartments. These premium 16-peice furniture packages are available for next-day dispatch, in contemporary finishes to suit most modern venues. Or they can be custom-made to order to reflect your own design and package requirements. Priced from just $4999+gst, this package will provide a fast return on investment to operators.

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CREATE A LUXURIOUS SANCTUARY FOR YOUR GUESTS

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INTRODUCING ‘GUEST FRESH NEXT GEN PILLOW RANGE’

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CHRISTIE’S ICON ACCESSIBLE BARBECUE CABINET

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Aesthetically the design is robust and clean, and will integrate well into public spaces.”

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CLEAN UP WITH COMAC VISPA 35

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Beautifully restored Luxury Collection

Hotel to open in Tasmania brand, joining a global collective of 110 hotels and resorts and this new hotel is set to offer guests unforgettable high-end accommodation experiences.

By Mandy Clarke, Editor

Marriott International's newest hotel offering is set to open in Hobart, Tasmania, at the end of 2021, and soon-tobe guests have plenty to look forward to.

The Tasman, a Luxury Collection Hotel, is the newest luxury accommodation centrepiece set to enchant.

It promises to offer fortunate guests a journey to the 1800s and experience three eras of design. The property embraces its rich heritage and distinct character of its locale. It is an architecturally stunning and historically rich hotel that boasts 152 luxuriously appointed

The Tasman – Heritage Bedrooom, image supplied

guest rooms and suites with Frette linen, high ceilings and state-of-the-art technology.

The building’s architecture blends the original hallways of the 1840s heritage building with art deco luxury and a glassensconced pavilion overlooking

the Hobart waterfront. The guest rooms have been thoughtfully refurbished and beautiful features have been carefully restored to retain a modern interpretation of Art Deco style.

The Luxury Collection hotel will be an Australian first for the

Known for its iconic and luxurious properties, The Luxury Collection brand has been a key player in the accommodation industry since its establishment in 1906. Today, the collection brings together some of the world’s finest hotels in over 30 countries and territories. Venues include historical treasures, unique designs and nods to local cultures and attractions. Now Australia will join The Luxury Collection for the first time.

Sean Hunt, area vice president, Australia, New Zealand and Pacific at Marriott International said: “The Luxury Collection offers a gateway to the world’s most exciting and desirable destinations, so it is wonderful to

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The Tasman, image supplied

introduce the brand to Australia and put the rest of the world on notice to the charms of Hobart and our most southern state.”

The Tasman, A Luxury Collection Hotel, Hobart will form part of Parliament Square, enjoying a centre-city location just a short way from such attractions as the famous Salamanca Markets, St David’s Park and the Sullivan’s Cove waterfront.

The new hotel recognises the rich local character of Hobart, offering nods to both history and contemporary culture, along with the wilderness and vibrant scenery that make Tasmania such a wellloved holiday destination.

Guests will be given the opportunity to experience from walking the history filled hallways of the original 1840s heritage building; admiring the understated luxury of the Art Deco building; or taking in the spectacular views of the Hobart waterfront from the new glass ensconced Pavilion building.

Stephen Morahan, general manager at The Tasman, said: “We look forward to bringing the unique Tasmanian character to life for our guests and hope to leave them with an expanded perspective that will last beyond their visit. Our blend of personalised, genuine and anticipatory service will mark the charming yet refined experience of a stay at The Tasman.”

Renowned Tasmanian chef, Massimo Mele will act as Culinary Director at the hotel’s signature restaurant, combining his passion for championing local producers with the generosity and warmth of Italian hospitality.

While an intimate and sophisticated cocktail bar hidden within the original sandstone building will offer an old-world bar experience reimagined for modern times, with an inspired cocktail menu celebrating indigenous Tasmanian ingredients The Tasman, A Luxury Collection Hotel, Hobart is expected to open December 2021.

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By Mandy Clarke, Editor

Jason Condon, Proprietor, Daydream Leisure agrees wholeheartedly that alfresco areas have become more important than ever during the era of COVID-19.

The reason behind the upswing in popularity of open spaces for hospitality customers, he said is because they are seeking a COVID safe but inviting place to wine, dine and unwind. Mr Condon also revealed that as an industry supplier of outdoor furniture his business has been affected by COVID in the following ways.

Jason Condon on

Alfresco furniture

He told us: “Due to COVID we have experienced an increased demand in our outdoor furniture from many resorts and hotels across Queensland, but demand has been particularly high from the Sunshine Coast industry. Queenslanders are looking for a safe clean local holiday as respite from the effects of restrictions and uncertainty.”

The top issue managers should consider when planning the refurbishment of their accommodation outdoor spaces, is to begin in the most popular outdoor areas. He said: “For guests holidaying in a beachside location I feel the two areas that are most important to them are the balcony and pool area. If the furnishings in these areas are not at least as good if not better than those they already have at home, accommodation managers have immediately failed to impress.”

Managers need to also take note that due to COVID the international supply chain has been severely impacted in Australia.

He said: “The international supply chain has been majorly disrupted across all industries.

The end result of this is lengthy delays in receiving stock. The outdoor furniture industry is not immune to delays and in fact, we suffer more because supply focuses on the more populated northern hemisphere in their summer months.”

The big message from Mr Condon to accommodation managers is for them to preplan any refurbishments and to put their orders in early.

He advised: “Don’t wait and be disappointed for your busy summer

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Jason Condon

season.” He also recommended that managers should consult with specialist industry suppliers if they are considering refurbishment and replacement of furniture in alfresco areas.

He said: “As with any decision it is best to deal with companies who have a lengthy history and therefore knowledge of suitable products with features and benefits relating to needs. This is very much the case with outdoor furnishings as they are subject to harsh environments and use.

“It is important to ask the supplier if they offer installation and repair. This is an indicator of authenticity and integrity and makes your life easier. Function is more important than form to achieve longevity and practical use, with minimum maintenance.”

Mr Condon also offered some buyer tips.

He said: “Consider all things from the outset, don’t treat furnishings and shade as an afterthought which is not correctly budgeted for.

“I have experienced amazing pool area renovations, but the space has been stripped of all-natural shade, leaving it not only hot but also very exposed to wind. If there is no real budget for quality shade you will be left chasing cheap umbrellas around in a breeze.”

When it comes to selecting furniture, he sums up the most important considerations as: “Practicality, minimum maintenance, and efficient use of space.” Mr Condon’s special area of expertise is umbrellas and his advice when buying shade is to “do it once and do it right”.

He concluded: “You are in a commercial environment so opt for wind rated heavy duty umbrellas, they last and minimise management.

“The less complexity and moving parts the better for umbrellas in a commercial situation.”

Cashing in on the great outdoors experience

By Grantlee Kieza, Industry Reporter

than sinking into the upholstery.”

Mr Clark said no matter what climate was involved, property owners could consider umbrellas and even cabanas so that guests could stay dry or be protected from harsh sunlight. Outdoor umbrellas are the best way to shade and protect guests and can be easily moved as the conditions change.

Using strong, premium umbrellas can reduce maintenance and replacement costs.

Alfresco areas have become more important than ever during the bleak times of COVID-19 as hotel guests seek an inviting space to wine, dine and unwind.

Dennis Clark, one of Australia’s leading hotel designers, says with a creative imagination just about any space can be transformed into a real drawcard for a property.

Rydges Gold Coast Airport – Images supplied

bars because people love to get up there into the fresh air.”

“Guests will always enjoy outdoor spaces at a property,” he said, “and more so since COVID arrived.

There are so many ways to make these spaces attractive and exciting, but it’s important that the design of the alfresco space suits the overall aesthetics of the property and its surroundings.

Dennis Clark

“People will often recommend a hotel or resort based on the alfresco space,” Mr Clark said.

“If it’s done well, it will generate more happy guests and increase the visibility of the brand.”

Mr Clark, who has been in the hotel design business for close to 40 years, points to the raging success of the rooftop bar at the Rydges Airport Hotel on the Gold Coast which he helped design for John “Foxy” Robinson.

“Foxy's rooftop bar is already an icon after just a short time,” Mr Clark said. “The sunset views are magnificent. You can watch planes take off and there are amazing views of the surf and the Gold Coast skyline.

“What works for one hotel might not be the right fit for another. I know of people who have seen an alfresco area and then tried to duplicate it in their own hotel, but it just hasn’t worked because of the changed surroundings.”

Mr Clark said it was essential to work with specialist suppliers when furnishing and equipping an alfresco space. “You need attractive comfortable outdoor seating,” he said. “You can get a lot of outdoor furniture that's made out of steel, and it may look great but that doesn’t necessarily mean it is comfortable.

“If your guests are sitting there having drinks for half an hour then half an hour might be all they can take. They might not want to come back.”

Mr Clark said whether it was table settings, bar tables and stools or lounges, they all had to be made of a solid, heavy construction and be durable for a life in the great outdoors.

Alfresco lounge suites will suit most outdoor spaces and are perfect for reading a book. It’s best to buy premium products that don’t absorb water or move about in the wind. A set of elegant bar stools can create a cosy environment, but again they must be strong and stable.

“You really need heavy furniture and equipment because in alfresco areas there will often be a lot of wind so the furniture and the equipment has to be specifically designed for that,” Mr Clark said.

“Lightweight stuff that can blow around will only put you in a world of trouble.

“The furniture has to be waterproof too, and you have to choose fabrics that are mildew and mould resistant with a UV stabiliser in there.

“The cushions should have a flow-through foam, so the water just flows straight through rather

“If it's a colder climate you can add additional pieces outside such as a fire pit which can be a great drawcard for a property or even install really nice heat lamps,” Mr Clark said.

“If you're using heat lamps you should pay that little extra and get good quality sturdy, durable ones. I've seen some pretty flimsy heat lamps at different properties and they’re no good if kids can knock them over.

“Lighting is an important thing too, as it creates atmosphere when matched with the furniture.

String lights can be an inexpensive but memorable touch.”

Hotel designers are increasingly blending interior and exterior spaces, with vertical hydroponic gardens and rustic wooden furnishings. Living green walls such as the one at The Hilton Sydney have become a key part of exterior and lobby design and there is greater emphasis on using natural lighting.

The West Hotel Sydney includes a central open-air garden atrium with luscious foliage and sparkling lights to create a relaxed urban oasis.

“Foxy Robinson has done a vertical garden too, and I just love them,” Mr Clark said. “They're not cheap but certainly they’re an eye opener and people will stop to have a look at them if they're done well.”

“Now if you mention the Airport Hotel on the Gold Coast, people will automatically say that's the one with the rooftop bar. So many places are being developed now with rooftop

Mr Clark also recommended that if there was room, a water feature such as a fountain or waterfall could make a wonderful focal point for guests.

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Ventilation, Purifiers, and Air Treatment

As we navigate this new COVID-normal world there has been so many changes in how we look at many different aspects of the business.

Air quality is not something many of us have not thought to much on in the past, and even 2020 it was not a huge part of our plans.

With the latest variants being confirmed to be airborne, aerosols have become a consideration, on how to treat and how to manage the risk.

All around the world, schools, bars, hotels, pubs and any indoor venues are now looking at the best ways to make sure the air we breathe is clean and safe.

This however comes with some major problems, some indoor areas don’t have enough windows and doors to open, they may not be practicable to open, will make the room to hot or cold for the people inside and by opening it can also have a major effect on heating and cooling costs for the building.

There is also machinal options for this, however these systems are an expensive option to get improved ventilation.

There is a lot of talk about using purifiers and quite a lot of venues are using them. These systems will improve the air quality and make a nicer indoor environment and that is a great thing for everyone involved.

Healthier air is a heathier room, however a big factor here is the venue needs to look at why

they are going down the path of improving air quality and for many the question is to make a safer venue, so it’s important to find out if the filters in the system will remove COVID or whatever it is they are looking to improve.

Purifiers also require the air to go through the system to be cleaned, and this can take a while for all areas of the room to be moved through the system.

Air treatment has become the new option that many venues are looking at, it allows the venue to improve the quality of the air, while still using heating and cooling to ensure a top indoor environment.

There are treatment systems available that release a charged Ion called a Hydroxyl into the air.

These will be in the room and are perfectly safe but will be reacting

There are a few different options, and, in many cases, ventilation is the easiest option, opening some windows and doors and allowing new fresh air to come in.

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HOUSEKEEPING

with and removing aerosols you don’t want in the air. It gives you clean air while ensuring your other costs do not rise.

Hunter Technologies systems can be portable systems, wall mountable or there are ones that can be installed directly into the HVAC to move around the whole Hotel.

The technology has been used by many hotels to help clean the rooms as part of the house keeping process over 2020.

Air treatment systems are now also being used in common areas in a hotel to make it safer for both staff and guests, this is the highest risk area where you can get the most interactions between people.

It is a simple yet very effective method to reduce possible transmission in your hotel.

Treat airborne & surface contaminants with HQAir Venues are all looking at ways to update the Covid Safety plan, and ensure the safest possible venue for both clients and staff Airborne contaminants are one of the areas which is lacking in suitable options and therefore not often addressed.

Even though this seems to be the area of greatest concern in most outbreaks.

The HQAir airborne and surface viral treatment system is a 24/7 solution which treats airborne and surface contaminants, including viruses (COVID-19) and bacteria, in occupied spaces - such as lobbies, gaming rooms, bars or any indoor space. Available as a wall / roof-mounted system, with HVAC mounted and portable

systems also available, HQAir uses FDA approved technology to emit hydroxyls into indoor spaces - which quickly react with and destroy airborne viral threats. The unique feature of HQAir is its ability to treat airborne viruses as well as other

contaminants, while operating safely and continuously in occupied areas, which no other treatment system can provide. HQAir is an essential link in any COVIDsafe strategy for any venue.

Many hotels are also using our

portable systems as part of the housekeeping procedures, they can easily be taken in to help sanitise a room safely while your housekeeping is completing the clean To find out more please visit https://ohair.com.au

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Factory sealed dispensers offer your guests ultimate hygiene whilst reducing labour costs Make the switch from single-use bathroom amenities or refillable pump dispensers to the latest range of factory sealed Smart Care and Press + Wash bathroom dispensers; the amenity revolution that has everyone talking.

For over 20 years, Swisstrade has been the leader in environmentally sustainable amenity solutions, offering a comprehensive range of eco-friendly dispensing solutions, with the primary objective of eliminating single use plastic amenities.

Already widely implemented the world over, the next generation

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AccomNews - Spring 2021

personal care experience, without blowing out costs.

Safe from any crosscontamination or bacteria buildup, Smart Care and Press + Wash are a risk-free solution for every conscious hotelier with staff and guest’s safety in mind. What is more, all these advantages come at a very affordable price point and deliver many more benefits, both economically as well as operationally.

Hygiene and guest safety guaranteed Smart Care dispenser range and classic Press + Wash dispenser systems are now rolling out across the Australia and New Zealand region, with great acceptance from both operators

and guests alike. Thanks to its patented technology, the factory sealed systems dispense liquid formulations economically, allowing the hotelier to offer a more premium

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Smart Care and Press + Wash dispenser systems are factory sealed, pilfer and tamper proof.

This eliminates the risk of contamination that can occur in refillable pump dispensers.

consuming process can take up to 15 minutes and is prone to hygiene risks. Needless to say, any cost savings in product are lost by the high labour cost of the refilling process.

Environmentally sustainable

Cost-efficient Hotels can save up to 40% when switching to Smart Care or Press + Wash dispensers, in comparison to single-use amenities.

Reduced labour cost The Smart Care and Press + Wash dispenser systems feature content that lasts for approximately 3-4 weeks. Once emptied it´s easily and quickly replaced, in just 5 seconds. By comparison, refillable pump dispensers are generally refilled from a bulk canister where anti-tamper brackets need to be unlocked, the pump mechanism needs to be unscrewed and then after refilling, the dispenser needs to be cleaned and locked back in place. This laborious, time-

Press + Wash and Smart Care dispensers have extremely low packaging density, reducing the volume of waste to the absolute minimum. What is more, the single-material Smart Care and Press + Wash dispensers are 100% recyclable, whereas the pump mechanisms of refillable pumps contain up to 7 types of plastic and metal parts which cannot be recycled.

With an array of brands to choose from, you are bound to find your signature scent and design that complements your bathroom decor whilst meeting operators’ expectations and budget. Whether an all-in-one formulation or an extensive personal care range from shampoo and conditioner to body wash and lotion – the choices are in abundance. Plus, formulations are all-natural and leave no soap scum in showers.

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Housekeeping trolleys tools of the trade

By Grantlee Kieza, Industry Reporter

Housekeeping trolleys are on a roll, keeping the accommodation industry moving in good times and bad and reflecting the ever-changing technology of the industry.

Every guest at any property wants to have a clean room and according to Jane Day, the executive housekeeper at the luxurious Palazzo Versace on the Gold Coast, bringing a room back to being spotless after it’s been used is a core principle for anyone involved in hotel housekeeping.

Clean guest rooms are essential to success in accommodation.

And since there are limited hours to work on each room before the next guest arrives, an efficient housekeeping trolley is a model of good time management and preparedness.

Housekeeping managers provide their staff with a cart checklist so they can stock their carts at the beginning of each shift, with the necessary items laid out in the best positions for efficiency. Any time a housekeeper has to walk back to their supply closet to retrieve items costs precious time.

Trolleys generally have three adjustable shelves and a receptacle to carry a vacuum cleaner.

They are stocked from the bottom up, beginning with linens and towels, then paper products, and ending with amenities and cleaning supplies on the top deck.

It’s essential that the trolley is kept clean and organised because many guests will see it being used and it is a reflection of the property and its standards.

Clean towels and sheets are usually the heaviest items for housekeeping and so they are commonly placed on the bottom

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© num_skyman - stock.adobe.com

shelves of the trolley along with pillowcases, bathmats, washcloths and robes.

Paper products such as tissues and toilet paper generally go on the upper shelves.

The top of the trolley is reserved for cleaning supplies such as sprays and sanitizers, cleaning cloths and sponges, gloves, toilet brushes, toilet bowl cleaners, window and mirror cleaners, dusting cloths and rubbish bin liners.

The top of the trolley is also the place where replacement amenities are kept. Depending on the property these might include such items as coffee pods, tea bags, sugar, milk, fresh flowers, chocolates, pens and complimentary water and invariably such personal care items as shampoo, conditioner,

soaps and body lotion.

Most trolleys swill also have bag holders on each end, one for soiled laundry and one for garbage.

Rochak Karki, the Executive Housekeeper at Sydney’s InterContinental Hotel, says housekeepers are at the front line for guest satisfaction and that COVID-19 has seen housekeepers adding extra tools to the arsenal of cleanliness.

New cleaning technology is quickly embraced.

One of the frontline weapons in the fight for hotel hygiene is the electrostatic spray gun, a large handheld device that shoots a spray of disinfectant onto almost everything that a hotel customer might touch.

Mr Karki says his team uses

HOUSEKEEPING

electrostatic sprayers in their 509 guest rooms to do deep cleaning, “providing an extra sense of safety for our guests”.

He says the electrostatic sprayers are now essential for hotel cleaning and his staff also use them for deep cleaning five to six times a day in public areas, including lift buttons, chairs in cafes and the front desk.

Nano technology has also sparked interest at many hotels.

Nano particles can create a constantly clean film on objects.

They can keep mirrors shiny and shower screens grime free. They can ensure sinks and toilets remain clean for much longer and cut routine cleaning times.

The microscopic particles also eliminate the need for expensive cleaning agents as tough stains are just a memory.

Safe and secure the goal for hotel guests

By Grantlee Kieza, Industry Reporter

Mr Johnson said licensing requirements in much of Australia now required hotels and resorts to have CCTV cameras operating where alcohol was served.

Getting a good night’s sleep is a top priority for hotel guests and they certainly rest easier knowing they are in a safe and secure location.

Perimeter security and access control systems have never been more important for hotels and resorts as accommodation properties load up on technology to ensure their guests have a comfortable – and safe – stay.

Increasingly sophisticated access controls, including CCTV cameras, boom gates, intercoms and smart locks, have become standard in the accommodation industry as hotels and resorts concentrate on securing their grounds, controlling access to restricted areas, and allowing guests to safely check-in after hours.

Computer systems are crucial to establishing barriers and monitoring any security threats such as uninvited guests lurking around rooms, as well as risk liabilities, especially in swimming pool areas.

Computerised access control management software can configure electronic locks on a hotel perimeter, thwarting gate crashers.

Hotels can also use access control systems to automate check-ins and check-outs. With

“We’ve seen hotels throughout Australia upgrade their CCTV cameras and they are required to keep footage for at least 28 days,” Mr Johnson said.

Photo by Michał Jakubowski on Unsplash

a good access control system, staff can grant entry to each guest simply by enabling or disabling each room digitally.

not in rooms. The room access technology has meant great improvements in both security and service,” Mr Johnson said.

While traditional metal room keys have largely become relics, room security has been exponentially boosted by electronic locking systems in their many phases.

Not only has room access undergone a seismic technological shift, but the latest closed circuit television cameras are much cheaper and more user friendly than ever.

Some hotels are using check-in touch screen kiosks that automate key collection and return.

Many hotels go one step further and allow guests to access their hotel rooms directly with their mobile devices, with many phone keys using the additional security of 128-bit encryption, a bank-level standard that’s essentially uncrackable.

Michael Johnson, the CEO of Tourism Accommodation Australia, said that in most hotels a guest tapping on a door lock with their access key immediately alerted the front desk through its property management system.

“Hotel security personnel know when people are in rooms - or

Thermal imaging has become a standard practice in security and many of the latest cameras are able to detect the arrival of hotel guests who might show signs of fever, a crucial safeguard during a global pandemic.

Proactive cameras linked to a hotel’s property management system are effective at identifying unwanted guests through facial recognition, and unwanted vehicles through numberplate recognition. They can instantly identify movement whether it be in carparks, hotel lobbies, or hallways, giving security personnel an immediate warning of suspicious behaviour.

“That is a major boost to hotel safety.”

Last year, when thieves broke into the grounds of the plush Verano Resort at Noosaville, manager Sue Barden immediately installed more CCTV security cameras and signage warning that public areas were under surveillance.

Ms Barden said that even with the cameras that were installed at the time the whole incident was captured digitally and resembled an episode of Funniest Home Videos. The young intruders started throwing thongs over the gate to test its height only for the thongs to fall back onto their heads.

As well as improved locks and security cameras, some of the best protections for hotel guests are fencing, good lighting and security gates.

Perimeter safeguards generally involves locks with a permanent power supply not effected by blackouts, while a variety of boom gates and sliding gates, all linked to a hotel’s computer system, add an extra level of security to carparks.

© Andrey Popov - stock.adobe.com

SAFETY & SECURITY

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Preferred Supplier Programme

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assisting the industry For over twenty five years in Australia the preferred supplier programme and directory has been an extremely valuable and effective tool for accommodation managers.

It allows managers to access industry specialists who are committed to the highest levels of service and dedicated to the accommodation and hospitality industries. This is extremely helpful for all accommodation providers but especially new managers as it allows them to benefit from the positive experiences other managers have had with their suppliers.

then go on to the Preferred Supplier Database. Only Preferred Suppliers in this database have the opportunity to utilise the Preferred Supplier logo and make their contact details available to managers via the Preferred Supplier Directory, located in every issue of the AccomNews magazine and online at accomnews.com.au.

Listed below are the stages of the process that ensure only the best industry suppliers can participate in the Preferred Supplier Programme: 1.

3.

4.

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All nominations received are then qualified through a secondary questionnaire process to ensure nominated suppliers are able to provide the highest levels of service required and expected by managers.

Suppliers that still qualify are then asked to commit to the required levels of service for the next 12 months guaranteeing their commitment to the industry.

Subject to the satisfaction of these processes and commitments suppliers AccomNews - Spring 2021

5.

Preferred suppliers have their status reviewed every 12 months to ensure they still qualify and that their commitment to the industry is being met.

With these criteria in place it means that you as a manager have access to a complete range of specialist suppliers who are actively seeking to improve their services to the accommodation industry.

For your own peace of mind when dealing with any supplier ask if they are a Preferred Supplier.

This can be verified by viewing a Preferred Supplier logo – made available for use in any of their stationery or marketing material or more simply by locating them in the Preferred Supplier Directory.

So when looking for products or services give yourself the peace of mind that you are dealing with a recognised industry specialist and support these suppliers who are committed to servicing your needs.

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All suppliers must receive a nomination from a property currently using their services that is completely satisfied with their levels of service and are prepared to recommend them to another complex in the industry (ie. if asked by another manager they could comfortably recommend the required supplier).

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