Identifying Travel Trends: Part 3
This mini series continues with three experts from premier New York properties
In case you missed it: I started a mini series that highlights the perpetual, often unspoken, effort required by industry leaders in hospitality. Here’s why:
As a travel journalist, I am consistently impressed with the detail and diligence that luxury hotels provide their guests. It’s something that I’m inherently aware of, yet, when I travel with friends or family who may not realize the sum of logistics that add up for a seamless stay, I can’t help but want to educate them (politely of course).
After a series of conversations with industry leaders, I decided to start this mini series to enlighten travelers about the significant BTS work that accounts for the details of a luxury trip. Being in the travel industry has redefined how I travel and where I spend my money; I’m taking this chance to extend that opportunity to you, too.
In this issue, I hone in on New York, both Manhattan and Hudson Valley, speaking with….
Denise Luna, General Manager of Virgin Hotels NYC
Justin Kellerman, Area Vice President and General Manager of Thompson Central Park New York
Jason Marcus, co-owner of Hotel Lilien in the Catskills, NY
Virgin Hotels NYC
General Manager Denise Luna discusses the importance of patience as well as keeping a finger on both the local trends and international market disruptions.
What is your process of following and identifying trends in the industry?
I try to attend local events in the NoMad area and be involved in as many hotel industry networking events as possible. I like to review the weekly hotel market reports like the STR, CBRE Reports, and subscribe to industry newsletters and publications. I stay connected on LinkedIn and other social media platforms, and follow travel influencers.
At what point do you consider a new interest as something bigger that could perhaps turn into a trend?
I think it’s important to tap into the consumers behaviors, their preferences, data analysis and look at the key performance indicators (KPIs) on understanding the market and consumer demands. I also follow all media coverage and culture trends. It’s equally important to identify any market disruptions and long-term trends.
Once something’s recognized as a trend, do you keep services as is or do you quickly add new activities to get ahead of the curve?
At times, I can get impatient and want to quickly get ahead of a trend, however, I always consider our brand identity, and look at all the KPIs, and evaluate if the trend is exactly what is targeting and appealing to our audience, customers, and market segments.
We must be careful with making quick changes as we do not want to turn away our existing customers.
What other shifts and interests are you currently watching develop?
I thought my vision or interest was a little over the moon but recently, we had two astronauts (Jamila Gilbert and Kellie Gerardi) sharing their experience on flying into space with Sir Richard Branson on the Virgin Galactic as it aims to revolutionize space tourism. Immediately, I felt confident that anything is possible when working for an amazing, cutting edge brand. We are always looking at how to elevate our overall hospitality experience that blends lifestyle, luxury and leisure. In addition, we’re always looking at how we can restructure our day-to-day operations to contribute to an amazing purpose like sustainability, while still improving our overall profitability.
Thompson Central Park New York
Area Vice President and General Manager Justin Kellerman says private dining is on the rise—even while traveling—and gives a prime example of executing a successful trend-inspired activation.
What is your process of following and identifying trends in the industry?
I typically pick up on trends through conversation – in this industry and especially in this city, it is critical to bring your passion to work. In my expanded role with Hyatt as Area Vice President, I now have the opportunity to learn about what’s new in all corners of the city. I love to talk to team members about what they’re interested in, what they’re doing in New York City when they’re off work and what their kids, spouses or friends are excited about right now.
At what point do you consider a new interest as something bigger that could perhaps turn into a trend?
Interests can swiftly transform into trends through the power of social media. A prime and recent example of that is the sheer rise in interest around the U.S. Open. Given Thompson Central Park’s location, we’re busy every year for the span of the tournament in terms of hotel occupancy. This year, we could tell that tennis was having a cultural moment like never before—outside the sport, itself. Our Director of Sales and Marketing, Amanda Reed, was a college tennis player, so she was super excited and wanted to capitalize on this moment in the city. She reached out to CourtClub, a European luxury athleisure brand, and invited the founder to host a pop-up in our lobby during the U.S. Open. CourtClub decided to debut their new line and introduce co-branded pieces too—the line sold out by the final match.
We re-imagined the hotel's atrium restaurant and lounge into “the Lob,” serving tennis-themed cocktails and bites as well as tennis-inspired in-room amenities for those staying with us. We leaned into the tennis trend this year, and from the rave feedback we’ve received, plus the social media engagement, we're thrilled to know guests were inspired to share their tennis-themed travels with their friends and family back home. Since then, we've learned that the U.S. Open surpassed one-million attendees for the first time this year, an eight percent increase in attendance over 2023.
What other shifts and interests are you currently watching develop?
We’ve noticed that some of our guests, especially repeat guests, want to host friends and family even while traveling. The comfort and connection of an intimate, private dinner party can be hard to replicate when you are away from home, and private dining rooms don’t always have a truly relaxed, casual feel.
So, we’ve introduced a bespoke culinary experience by creating an Epicurean Suite for A Taste of Thompson: Dinner Parties, a brand-wide initiative with Thompson Hotels. Guests invite friends or family and the hotel provides Thompson robes and slippers for dinner party attendees. Each room of the suite unfolds a new course of New York City fare with an elevated spin, like lox and bagel canapes to start followed by Wagyu steak frites and Champagne.
Hotel Lilien
Co-owner Jason Marcus highlights a counterpoint of providing evergreen comfort rather than chasing trends and the rise of music tourism.
What is your process of following and identifying trends in the industry?
We use social media and travel publications to see what trends we can tie our classic amenities and offerings to. For food and beverage trends, we also look to social media for any trending topics or ingredients. We spend a lot of time talking to our guests and reading reviews, and we make changes accordingly.
At what point do you consider a new interest as something bigger that could perhaps turn into a trend?
We really don't chase trends; we update services and amenities based on extrapolating what might make guests more comfortable and more likely to return season after season.
Once something’s recognized as a trend, do you keep services as is or do you quickly add new activities to get ahead of the curve?
As an 18-room boutique hotel run by a super small team, rather than a big management company, we are really nimble in making changes to our services and amenities. We review our offerings seasonally and consider what would make the place better rather than looking to industry trends to lead our decision making.
What other shifts and interests are you currently watching develop?
We're really excited about expanding our acoustic programming with intimate concerts where big artists stay on site and expand the listening experience to actually spend time with guests and fans whether it's a pre-concert hike to Kaaterskill Falls or hanging out with a coffee and complimentary breakfast.
We're bringing in up and coming jazz musicians every Sunday night for our Stick Around Sundays music series because we felt like it helps guests wind down after the weekend and we see firsthand how much live music really helps them relax, and feel like they've really escaped their day-to-day lives.
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XO,