WinTeR 2016 California Hotel & Lodging Association 9 party vendors. Alternatively, smaller hotels will frequently partner with off-site spas to provide guests the option to use their facilities. Other properties choose to forgo the cost of maintaining a spa altogether by incorporating spa features into guest rooms, equipping them with amenities like rainfall showers and fancy bath products. food and beverage Studies have demonstrated that hotel revenue from food sales has been in steady decline over the past decade. As a result, many hoteliers have opted to cut back on food and beverage offerings, including hotel restaurants and room service. As an alternative, many hotels—especially those catering to traveling professional clientele—have opted instead for quick, grab-and-go breakfasts consisting of a bagel or muffin, coffee and a banana. Some upscale properties offer free juices, potato chips, and sometimes even one or two airplane-sized complimentary bottles of rum or vodka. Lastly, making high-end coffees and teas available in the lobby is particularly appreciated by those on the go. Mobile apps/technology Many hotels have gotten creative about offering guests unique mobile applications, recognizing that this can be a great way to provide a personalized experience while benefiting from the intimate relationships guests have established with their mobile devices. Starwood recently launched a keyless-entry program, for instance, that allows guests to use their smart phones to unlock their rooms. Some hotels have created mobile apps and texting services that enable guests to request their cars from the valet. Additionally, InterContinental Hotels Group supplies free Wi-Fi passwords to all members of its loyalty program. Hoteliers have also made it easier to use electrical devices. Properties have begun furnishing lobbies, lounges and individual rooms with additional electrical outlets to ensure that guests have ample room to charge their mobile devices. Hyatt Hotels even sells phone and computer chargers, as well as power adapters. Strategically selecting your amenities Knowing which amenities to splurge on and which to pare down can make all the difference in creating a unique guest experience that doesn’t break the bank. Online reviews can bolster or hurt a business, so it’s the little things that matter more now than ever before. Amenities, once provided as a mere afterthought, have become distinctive factors that can distinguish you from your competitors, and ensure repeat business. Taylor Burras is an attorney at the law firm of Michelman & Robinson LLP, and serves in the firm’s Hospitality Industry Group. Michelman & Robinson has offices in Los Angeles, Orange County, San Francisco, Sacramento and New York. Ms. Burras may be reached at 310-564- 2670 or by email at tburras@mrllp.com.
CH LA Lodging News Winter 2015 2016
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