Meet The Modern Traveler
SPARK | GHC Thematic Report: Meet The Modern Traveler
The COVID-19 pandemic shifted the way we live, work, and connect. From this shift, a new type of traveler emerged - one that combines business and leisure. With the rising popularity of remote work and companies creating more flexible work environments, the pandemic has helped make ”bleisure” travel more accessible. This will fundamentally change the way consumers make travel purchasing decisions, creating a lasting impact on the hotel industry. With an increase in companies migrating to Ohio, there is an opportunity to attract the modern traveler to the Greater Cleveland area. SPARK | GHC is using our proven asset management and operator expertise to serve the traveler of today and tomorrow through our new joint venture.
CREATING CONNECTION IN A POST-COVID WORLD
The pandemic has highlighted consumers’ need for human connection. With a built-up demand, hotel occupancy rates are expected to rise this year to an average of 63.4%, just below the pre-pandemic level. 2023 looks even stronger with occupancy projections at or above pre-pandemic levels. Whether for business or leisure, more people have the desire to meet face-to-face. Because of this, companies are opting for group trips for conferences, training, or meetings. It is important for properties to create purposeful spaces and amenities that help create these opportunities for connection.
THE MODERN TRAVELER’S MOTIVATORS
The modern traveler has new motivators. Rather than focusing solely on price and quality when choosing where to stay, they are looking at other factors such as health and safety, convenience, and flexibility. Properties offering amenities that cater to these specific motivators will be at the top of travelers’ lists. For health-conscious travelers, for example, hotels are updating fitness centers with new equipment, offering healthier options at breakfast, and creating and communicating thorough sanitation protocols.
As for convenience, technology can help create the frictionless experience consumers are seeking. This includes offering online check-in, providing mobile messaging options to communicate with hotel staff, and using e-commerce models to help travelers customize their experience.
Finally, it is important to provide the modern traveler with the flexibility to shift between work and play during their stay. During working hours, they require a strong internet connection, places to meet colleagues, and a space that allows for productivity. Once they are off the clock, they will be searching for social opportunities. Hosting cocktail hours or offering meaningful common areas can help fulfill that need.
WELCOMING THE MODERN TRAVELER TO CLEVELAND
Business is booming in Ohio. From world-class healthcare to the construction of the new Intel chip manufacturing plants and the emergence of new “factory towns”, key projects and businesses are bringing people to the Greater Cleveland area. There is an opportunity for business travel growth in the region in the near future and now is the time to start preparing. Making the necessary upgrades and additions to support the modern traveler will help ensure the success of the Cleveland travel market in the future and continue to fuel the region’s economy.
SPARK | GHC
Spark | GHC is ready to help the Greater Cleveland area not only serve today’s modern travelers but also the travelers of the future. Through our proven “team on the ground” approach to asset management and operatorship, we will be acquiring and updating hospitality assets to be more guest-focused through the use of technology. With our strong understanding of how to manage and improve these assets, our goal is to create a seamless experience for travelers visiting the Greater Cleveland area.
