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Localization will Drive Hotel Features, Marketing, Business and Industry Trends Analysis

Travel consumers respond well to hotel properties and related marketing that feature highly localized food (think food-to-table), brews/wines/cocktails, cultural opportunities, tours (think food tours, historic tours and haunted places tours). Localization of hotel features and services will surge, particularly in crowded markets.

Hotel chain Kimpton has been a true leader in this regard. Its downtown Miami, Florida property, for example, the EPIC Hotel, is a sleek high-rise with water views. Hotel staff are uniformed in cool white (many in straw hats) and super-yachts are often moored alongside the hotel. For a different take on a waterfront hotel, the Kimpton RiverPlace Hotel in Portland, Oregon, is a laid-back mid-rise building. Uniforms are Portland casual such as the parking valets’ walking shorts and vests. Umbrellas are readily-available to protect guests from Portland’s rainy climate.

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