May Hospitality Review: F&B Profitability, Premier Inn Ad Ban, IHTF & Future Tech

Navigating the Evolving Landscape of Hospitality: Insights from Industry Experts

In our most recent episode of the Hospitality Review Show, we explore the pressing challenges and technological innovations shaping the future of hotels and hospitality services.

We have a thought-provoking conversation with Johnny Siberry, Group Revenue Manager at Sarova on the balance of F&B profitability in hotels, the ban on Premier Inn’s £35 a night advert and an overview of IHTF 2024. We are also joined by Simone Puorto and talk about future tech and industry challenges and had a conversation with Tess Mattison on the approach to the tech stack.

The Balancing Act: Profitability Amidst Rising Costs

Johnny Siberry shares valuable statistics and insights from his recent property visits, focusing on the profitability of food and beverage services within hotels. We discuss the impact of escalating costs on profit margins and share strategies for cost management, including supplier changes and control of portion sizes to mitigate financial pressures.

Navigating Advertising Standards and Dynamic Pricing

We delve into the recent ban by the Advertising Standards Authority on Premier Inn’s advertisement, which promoted rooms starting at just £35 a night. We debate the feasibility of such low rates and the use of lead-in pricing for promotional purposes. The importance for hoteliers to stay informed about regulations related to pricing and marketing is underscored, especially in the context of dynamic pricing strategies.

Technology at the Forefront: AI and RPA in Hotels

We share experiences from the International Hotel Technology Forum (IHTF) 2024, where discussions on artificial intelligence (AI) and robotic process automation (RPA) were prevalent. Johnny expresses excitement for RPA’s potential to streamline repetitive tasks in hotel operations, citing an example of a digital worker adept at entering reservations into the Opera system.

The Future of Administrative Efficiency

We touch upon the innovative solutions offered by companies like Centelli, Aphy, RobosizeMe, and Hotel Robot, which are leading the way in RPA to reduce the administrative burden on hotel staff. These digital solutions automate mundane tasks, allowing for a more efficient allocation of human resources, valuable in times of labour shortages.

The Tech Stack Conundrum: A Tailored Approach

Tess Mattison, President and CEO of Zaplox, joins us to share insights on how hotels should approach their tech stack. She emphasises the importance of aligning technology investments with business objectives and ambitions and the necessity of a sophisticated integration layer for system connectivity and scalability.

Engaging Senior Management and Staff in Technological Change

Tess offers advice on securing buy-in from senior management and staff for new systems, focusing on the value proposition of technology as an enabler for business growth and improved service. Understanding the benefits for each stakeholder is key to successful technology adoption.

The Power of Whiteboarding Sessions

Tess shares her passion for whiteboarding sessions, a collaborative approach to understanding a client’s current position and aspirations. These sessions are crucial for identifying opportunities to add value and fill gaps in the existing tech landscape.

Navigating the Future

Simone Puorto discusses three key trends reshaping the landscape of travel and hospitality. He highlights the shift from traditional search methods to what he terms the “Netflix effect,” where algorithms curate personalised suggestions, transforming how travellers discover destinations and accommodations. He also delves into the emergence of conversational advertising, enabled by AI models, empowering even small properties with impactful campaigns. Lastly, he explores the evolving realm of hardware, noting the rise of innovative devices such as Apple’s visionary offerings, smart glasses by Meta, and AI-based devices like the Rabbit R1. Puorto emphasises the importance for hotels to adapt swiftly to these changes, ensuring infrastructure readiness and agility in the face of evolving consumer behaviours and technological advancements.

Listen to the podcast.

About Haynes MarComs

Haynes MarComs supports businesses with strategic brand marcomms and digital and PR campaigns by taking an holistic approach to sales, marketing and customer delivery. Our aim is to make your business more efficient and productive in your go-to-market strategy to secure the confidence from the market that drives lead generation to meet your commercial goals.