HGE401: Hotel and Guest Experience: Lifestyle Hotel Analysis Report

This report provides a comprehensive analysis of lifestyle hotels and their impact on the guest experience. It begins with an executive summary highlighting the key aspects of the research, including consumer behavior trends driving the rise of lifestyle hotels such as digital personas, self-indulgence, a...Read More

RUNNING HEAD: LIFESTYLE HOTEL
Hotel and the Guest Management

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Executive Summary
The research report is summarized on ‘Hotel and the Guest Experience’. It comprises of
the various consumer behavior trends that have led to the emergence and rise of the lifestyle
hotels. Digital persona, self-indulgence and social isolation are the major consumer behavior
trends that provoked the growth of Lifestyle hotels. The next section focuses on the critical
assessment of characteristic of lifestyle hotels and variances from the traditional hotels. It is
considered that ‘high-quality service’, ‘personalize experience’ and ‘high pay’, some of the
specific features of these hotels. Moreover, it is analyzed that there is wide variance between the
traditional and boutique hotels. The latter has both pros and cons with respect to chain hotels.
The last section provides a recommendation for enhancing authenticity and availing distinct
experience to its guest. Further, the suggestions are critically analyzed as per their application to
meet the need to customer’s needs.

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Contents
Introduction......................................................................................................................................3
Rises of lifestyle hotel.....................................................................................................................3
Global consumer behavioral trends.................................................................................................3
Lifestyle hotels.................................................................................................................................4
Meaning.......................................................................................................................................4
Characterizing elements...............................................................................................................5
Lifestyle hotels in contrast to traditional hotels...........................................................................6
Recommendations............................................................................................................................6
General.........................................................................................................................................6
Digital customers.........................................................................................................................7
Social and Mobile customers.......................................................................................................8
Conclusion.......................................................................................................................................9
Bibliography..................................................................................................................................10

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Introduction
The report is prepared on the ‘Hotel and the guest experience’ in respect of lifestyle
hotels. Lifestyle hotels are luxury hotels that offer customize and unique service to customers. T-
hey are generally small in number and are uneconomical in their pricing (Jones, 2013). ‘Canopy
by Hilton’ and ‘Andaz by Hayat’ are some of the recognized lifestyle hotels. The key idea of the
report is to pour light on the emergence of lifestyle hotels and to critically asses their major
aspect by including the practical examples of renowned ‘Canopy by Hilton’ and ‘Andaz’
lifestyle hotels.
Rises of the lifestyle hotel
There was a rise in consumer demand for a unique, authentic, fresh and ethnic travel
experience in the 21st century. It is assessed that consumers are willing to spend more for gaining
genuine, upgraded and memorable experience. Gradually, the hotel sector has responded to
customer needs and cravings; thus, it led to the journey of lifestyle hotels.
Many global consumer behavioral trends have provoked the rise of a lifestyle movement.
The rise of Airbnb, technology advancement and growth in multi-generational travelers has an
upper hand in the growth of lifestyle movement. It has influenced the hotel industry to actively
promote a lifestyle by fostering social change (Cohen, 2013).
Global consumer behavioral trends
Social isolation: The enhancement in digital connectivity resulted in the development of
social isolation and gloominess. This is because the physical connections are substituted with
digital updates. This, in turn, developed the demand for the services that assist the customers to
disconnect with the digital life. Thus, lifestyle hotels allow the customer to acknowledge the
cultural aspect (Mintel, 2019). Additionally, it promotes the lifestyle movements by fostering
social change and reminisce customers with the cultural environment (Haenfler, Johnson , &
Johnson , 2012).
Digital persona: With the increase in usage of social media, customers have developed a
digital persona to nurture and grow. They dedicate more time to their social lives. Thus, it leads

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to an increase in demand for lifestyle hotels as it assists the customers in growing their digital
persona as these hotels promote the individual lifestyle. Additionally, it enables customers to
seek attention in the digital world (Mintel, 2019).
Total Wellbeing: Gradually, consumers are becoming more conscious about their health.
Thus, lifestyle hotels are demanded more as it provides customers with a cozy and fresh
experience that enhances their mental well-being (Mintel, 2019).
Desiderate customers: Customers are becoming more hankered and impatient. They are
becoming eager to experience new things that match their lifestyle. They want to explore new
things to encounter fresh ideas and arts. Thus, it had led to the rise of Lifestyle hotels (Angus &
Westbrook , 2019).
Expression of individuality: Large strength of consumers wants to avail the products
and services that allow expressing their individuality to maintain their status. They are replacing
the generic services with differentiated and unique offerings. In order to avail such experience,
people rely on Lifestyle hotels. These hotels provide the guest with the best possible experience.
Moreover, people also opt for them to denote their status among the population. Thus, it leads to
the rise of lifestyle hotels as it offers unique and distinct services (Angus & Westbrook , 2019).
Self-indulgence: With the rise in individualism, people have become more self-
indulgent. They want to fulfill their cravings, desires and whims by gaining authentic experience.
Therefore, it resulted in the expansion of lifestyle hotels (Mari, 2013).
Lifestyle hotels
Meaning
Lifestyle hotels are sophisticated hotels that offer beautiful, unique design coupled with a
confidential and personal service (Tilley, 2013). These hotels combine the perquisites of chain
hotels with the grace of a boutique. However, this hospitality service is offered with high cost but
provide the customer with excellence and luxurious personalize experience (Baek, 2017).
Canopy by Hilton and are the two recognized lifestyle hotel brand. Canopy by Hilton is a
lifestyle hotel brand launched by Hilton in the year 2015 (Brady , 2014). Likewise, Andaz by
Hyatt is a lifestyle hotel by Hyatt brand and it was launched in the year 2007 (Hyatt, 2019).

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Characterizing elements
Following are the key facilities and characterizing elements offered by the lifestyle hotels,
‘Canopy by Hilton’ and ‘Andaz by Hyatt’ hotel:
Upgraded technology: Lifestyle hotels usually attain the features of high upgraded
technology and unfamiliar design. It lays prior attention in offering quality service to their guest.
Although it offers, upgraded technology but these are not primarily used by the guest customer
(Penner, 2013). ‘Canopy by Hilton’ hotel brand by renowned hotel Hilton lays great attention on
technology to improve its guest experience. It employs unique technology thus taken the use of
the technical feature. With its usage customer can pre-check as well as handpicks their ideal
room from hotel plan through their mobile devices. Additionally, it also provides its guest with
the choice facility of using a mobile device as their room key (Laškarin, 2013).
The shift in trends: Running a boutique hotel requires changing taste and trends as per
the art and design and local culture. Thus, timely altering with the latest trend is mandatory to
successfully operate the hotel and attract travelers. It prioritizes on minor details of the luxury
rooms thus represents a high standard. However, it gave rise to the variance in the economic
class of an individual. A few luxurious hotels also offer its customer with the shopping
experience within their premises. Nevertheless, these simple souvenir shops have restricted with
limited merchandise (Kosar, 2014). ‘Canopy by Hilton’ also features its hotel concerning locally
inspired design, art and music programs (Canopy by Hilton , 2019). Likewise, ‘Andaz by Hayat’
also focuses on adopting imaginative interiors, art collection, and local cuisine (Hyatt, 2019).
Personalized service: As mention above, it offers legendary and customizes service to
its customers. It offers a high degree of relaxation to the guest similar to the one’s own resident
(Nayak, 2013). Additionally, it reduces the guest dependence on other sectors as it personally
offers such services such as spa, fitness center and pool. However, the hotel personnel is mainly
responsible for offering such service (Ozturk, 2012). Thus, any insufficiency from the personnel
makes it easy to affect the long-term goodwill of the luxurious hotel (Dieck, 2017). ‘Canopy by
Hilton’ as one of the luxurious hotels also offers similar facilities such as free Wi-Fi, artisanal
breakfast, evening drinks and cocktail to provide an authentic experience. Additionally, it greets
its guest with a welcome gift (Canoy by Hilton , 2019). Similarly, ‘Hyatt by ANDAZ’ delivers
services such as Spa, fitness center, bar and restaurant within the hotel premises (Hyatt, 2019).

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Lifestyle hotels in contrast to traditional hotels
No of unit: The boutique hotels are generally small in number as compared to traditional
hotels. As discussed above, they concentrate mainly on providing comfort service. Accordingly,
it fails to accommodate a large number of people as a traditional hotel can (Cohen, 2013). Hence,
it is mainly suitable for individual guest but not for a large group of family guest. ‘Canopy by
Hilton’ does not meet the vastness of chain hotels as it has few hotels with limited rooms in
particular places (Canopy by Hilton , 2019).
Room variation: Lifestyle hotel offers a variety of room including the living room and
social room whereas traditional hotels offer similar rooms (Penner, 2013). Two-lifestyle hotels
are same while traditions hotels are generally identical. Therefore, each lifestyle hotels provide a
fresh and unique experience to its guest. Likewise, ‘Canopy by Hilton’ offers wide variety rooms
including ‘King Accessible Room’ and ‘Twin Accessible Room’ (Canopy by Hilton , 2019).
Price: Lifestyle hotels prices are generally low as compared to chain hotels. This, in turn,
make the long term stay of the customer more economical. Similarly, the ‘Canopy by Hilton’
hotel price is also intermediate and its deals initiate from $137 approximately (Chathoth, 2016).
Availability: Lifestyle hotels are few in number as compared to chain hotels. Thus, the
former lacks the vastness of chain hotels. Therefore, a guest cannot avail boutique hotels in every
urban area. Similarly, ‘Canopy by Hilton’ has its lifestyle hotels in a few countries including the
USA, China, Brazil and Iceland (Canopy by Hilton , 2019). Likewise, ‘Andaz by HYATT’
boutique hotels are also few in numbers. Its hotels are in prime locations including Germany,
Australia and India (Hyatt, 2019).
Recommendations
General
Development of contemporary trends
Lifestyle hotels must try to acknowledge their guest with the latest trends and
technological up-gradation prevailing in their hotel location. Additionally, they should try to
reach above the expectations of the guest by providing them quality service.

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Domestic experience
In order to provide their guest with the quality service, the hotel management must take
care to provide home experience to their customers. It will assist in improving the customer
experience in the lifestyle hotels (Kam Fung So, 2010).
Digital customers
A customer that uses technology to buy products and services is considered as Digital
customers. They attain deep engagement with content and brands online. Thus, their dominant
mode of communication with a brand is via an online channel (Rieder, 2010).
Upgraded customer service
Lifestyle hotels can enhance their service quality to digital customers by following up
post-booking. It is acknowledged that superior customer service initiates before the guest arrival.
Similarly, luxurious hotels should follow the same. This is by sending a follow-up e-mail to
discover customer key needs. This will assist in assuring the customers that the hotel service is
concern about their visit. It will help in developing great impression over the guest and they will
be more likely to opt for their hotel. However, it should take care to not to perceived as a stalker
to the guest (Dominici, 2010).
Added customer service to the loyal guest
They should provide added customer service for their repeated guests. This is being done
by greeting and welcoming them specifically by their names. It will help the hotel in making the
guest feel valued. Hence, the repeated guest should be given VIP treatment. This, in turn, will
provide benefit to both the parties as a regular customer will receive due consideration while
lifestyle hotel will receive positive and promotional reviews from their guest on digital channels.
Moreover, it will help in generating better word of mouth marketing from guest (Rao, 2013).
Initiating digitals service
Hotels should provide access to their guest in respect of hotel guide through digital
devices in rooms. Through this service guest can gain access to choose the newspaper of their
choice, to browse through hotel guide and to check out other services in the luxury hotel. This
unique service will provide dual benefits to lifestyle hotels. It will reduce the dependence of the

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guest on hospitality staff and they will feel more independent even in other premises. Moreover,
it will allow greater time to the staff members to lay attention in other activities (Lusch, 2015).
Adoption of Savioke Relay Robot
The lifestyle hotel can enhance the use of Savioke Relay Robot. It can perform distinct
functions of delivering food directly to the guest rooms and makes adorable noises (Tussyadiah,
2018). This can help in acknowledging the guest with distinct and rare technological experience.
The recognized lifestyle hotels ‘Canopy by Hilton’ and ‘Andaz by Hyatt’ can adopt identical
technology to encounter their guest with new technology in hospitality.
Social and Mobile customers
A social customer is one that is an active participant of social media and uses the same to
connect to the brands and companies. Similarly, a mobile customer is one that uses SMS and
mobile applications to connect to brands and companies (Rieder, 2010).
Training for understanding guest comportment
Luxurious hotels should train staff to read guests to enhance their overall experience.
Hospitality staff must train to understand guest’s attitude and interest by their expressions and
body language. However, through this practice of personal touch, the hotels will receive guest
appreciation and it will contribute to their total impression. It will assist in gaining positive
reviews on social media channels and other mobile applications (N. Torres, 2013).
Merging staff incentives with Guest contentment
They must attempt to tie staff incentives to guest satisfaction. The incentives must be in
the form of financial rewards such as bonuses. By aligning the employee incentives with guest
satisfaction, hotel workforce will become more cautious and guest-centric in their overall
behavior. Moreover, it will also support building employee morale (Li, 2013). This will help in
avoiding any inferior reviews from social and mobile customers on social media platforms.
Privilege of choice
Hotel staff should not presume that they have knowledge with the guest and must not
decide on behalf of the guest. Instead, staff should give due consideration to their guest and

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provide them with the available options. It is very significant, as the guest will feel freedom in
his /her choice and thus represent the same on media channels (Tanford, 2011).
Evolution of loyalty programs
They should develop advertisement highlighting exclusive membership programs. This
will provide the guest with enormous incentives like late checkouts and room upgrades.
Moreover, it will help in making the guest interested, reinforcing loyalty through experience and
gaining long-term loyal guest from social media channels (Tanford, 2011).
Conclusion
The report summarizes on ‘Hotel and Guest experience’. It analyses that lifestyle hotels
emerged gradually with the development of specific customer behavior trends. It offers upgraded
and personalized service at an uneconomical price. Lifestyle hotel demand is enhancing as per
the growing global demand for luxurious living service. Thus, it is leading to the rise of a
number of luxurious hotels including ‘Canopy by Hilton’ and ‘Andaz by Hayat’. Hence, it is
concluded that lifestyle hotels have their own significance over traditional hotels. This is because
it offers exclusive, distinct and rare services to its customers. However, it can enhance the
standard of its service by adapting to some of the given recommendations.

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