Some recent in-person events, including HITEC and AAHOACON, had upwards of 4-5 thousand attendees, which is great news for the hosting cities and local hotels. These hotels and convention centers were packed with simultaneous events, easily doubling occupancy.

While business travel may never completely reach pre-pandemic levels due to the success of remote working and video meetings, it is increasing and hotels need to be prepared.

So what does this mean for the hospitality industry as a whole moving into 2022? While loyalty member travelers have always required high standards at each brand property, many have understood and graciously accepted the scaled-back nature of hotels throughout the past two years. But as we move into the new year and restrictions ease, hotels will need to adapt to changing business traveler expectations to better serve their returning guests.

Let's discuss the top five shortcomings that business travelers will no longer accept due to the pandemic.

1. Long Waits at the Front Desk

Nothing is more frustrating than traveling all day only to stand in a long line to check into your room. With the recent staff shortages, this scenario may continue to play out or worsen.

Hotels must act to alleviate stretched staff and create a more efficient process for check-in and check-out - not only for guest satisfaction but for health and safety as well. Here's a few examples gaining in popularity:

  • Digital Kiosks: Travelers are already accustomed to checking in for flights on self-service kiosks, and this is a welcome addition to limit wait times and offload staff. In fact, Virgin Hotels and Marriott are piloting automated kiosks in some of their hotels.

  • Digital Keys: Lose your key or the key stopped working? This common request can be replaced by adopting digital keys. Hilton Honors app members, for example, now have access to Digital Key Share at 80% of the brand's portfolio of hotels, allowing guests to turn their smartphones into their keys.

  • Digital Concierge: Once in the room, a voice assistant can help eliminate thousands of calls per month to the front desk by ordering additional service items like towels, answering common questions about the hotel, and even allowing guests to check out before leaving the room. It's a simple room upgrade that can save hours of staff time, enable upsell with advertising and even create smart room functionality.

  • Mobile apps: The average guest travels with at least two devices, so empower them to use their own device to check in and bypass the front desk. This limits the wait and creates added benefits for loyalty members who can access this perk via the loyalty program and app. They can also request more service items, book spa appointments, access room upgrades and more, without having to swing by the front desk.

2. Slow Connectivity

At home, we are connected 24/7 for TV streaming, Zoom calls, virtual teacher conferences and gaming. Guests want great Wi-Fi just like they do at home when they travel. Strong, secure and reliable internet connection is essential as most business travelers still need to take video conference calls, still want to stream their own content and still need that 24/7 connectivity.

We've all had this happen: You get back from a long day of meetings and get online to check email, and what happens? Other guests throughout the hotel have sucked up all the bandwidth, making the internet unusable. That means no email, no social media and definitely no video calls with colleagues or loved ones.

In a recent survey, 47 percent of business travelers said that their companies will see some form of a reduction in their physical office space as a result of the COVID-19 pandemic. Between blended leisure/work (aka "Bleisure") travel, the work-from-hotel trend, or retreats for companies that have gone completely remote, hotels need to be ready with fast, secure Wi-Fi access, especially for this new profile of guests. Don't forget about secure Wi-Fi printing, package services, food upsell and other options that may entice "workspitality" guests to choose your property.

3. Outdated Rewards Programs

As business travelers plan their trips, they are "up for grabs" and researching who will provide the best perks for their time and money spent. This is a big opportunity for hotels to refresh their rewards programs and up level what's offered today. Remember, a loyal guest spends 82% more than a new one.  

First, hotels need to address complaints from loyalty members who have noticed major differences or lack of perks when traveling. One of the biggest (maybe surprising) complaints has been around breakfast. The "most important meal of the day" has often been completely removed or extremely limited in many properties, creating unhappy loyalty members. Prioritizing a breakfast option, whether it's grab-and-go bags, free coffee and pastries, or a limited buffet, makes a huge difference.

"Rollover nights" is another offering to consider, especially as many loyalty programs that were extended due to the pandemic are set to expire at the end of this year. If you stay 10 nights over the minimum for Silver, for example, those extras will roll over to next year to give you a head start. This is a great incentive for loyalty members who may have different travel needs year-to-year, one IHG and Hilton Honors have already put into practice.

Due to staffing shortages and scaled-back amenities, it's a major challenge for front-desk agents to check in guests, on top of all the new duties thrown on them, while also acknowledging all of the loyalty perks. Don't forget the basics. Guest stills want their waters and snacks, room upgrades and discounts. Even simply remembering to acknowledge and thank them for staying can make a difference. Hilton is now asking at check in for your mobile number so they can send you a welcome text and ask if there is anything they can do to enhance your stay.

Lastly, understanding member spending habits can enable hotels to offer add-ons and create experiences they are looking for. Travel (Affinity) credit cards, airlines and other areas of travel have done a great job already with understanding the data and trends. It's time for hotels to leverage these trends to make important changes while guests begin looking for what's next.

4. Lack of Communication

Hotels need to be upfront about what is and isn't available. This has become a major challenge for travelers. Imagine the frustration for a family planning to spend time swimming at the hotel pool or a work-from-hotel guest hoping to fit in early morning workouts at the gym only to find out upon arrival that these amenities are closed. A recent survey found that a lack of pre-stay communication causes overall guest satisfaction scores to fall 66 points, on average.

Aside from ensuring that hotel and booking websites have up-to-date information on guest amenities, consider adding a quick and easy way to get the latest info to guests: text messaging. In fact, 78% of US consumers agree that a text message is the fastest way to receive important service updates. An email or brief text about new restaurant hours, housekeeping options, or local health guidelines will keep guests in the loop.

Many hotels are also leveraging signage (physical and digital) and in-room TV ad space to share up-to-date hotel information and safety protocols throughout guests' stays. Being transparent so there are no surprises is the best way to keep guests happy.

5. Scaled-Back Services

Hotels are still navigating through recovery, and travelers understand the stress on hotel workers and the staff shortages. Scaled-back services have become the norm, but at some point, guests are going to expect more. While everything most likely won't go back to the way things were, processes and limited service should just be better.

One example of a scaled-down service is housekeeping. Whether due to staffing or limited contact for guest safety, daily services are cut way back to just turnover cleans. However, room cleanliness remains a key driver in guest satisfaction scores. To keep up with guest expectations, hotel staff can continue to implement improved sanitation practices, i.e. a plastic wrapped remote or sealed entry door. Allowing guests to opt in or out of housekeeping services when available or allowing loyalty members to select extra cleanings in lieu of points gives guests options to customize their stay based on their comfort level.

Another area where hotels can apply the "less is more done better" approach: paring down menus to offer just a few really great options cuts down work for chefs and saves on costs. Adapting buffets with preportioned plates and easy-to-grab options helps to limit contact between guests. Casual dining options and to-go cocktails again let guests choose how they interact with available amenities.

Overcoming the Shortcomings

2022 is a time to welcome back guests. I am hopeful for a healthy and smooth continued recovery across geographies. As hoteliers plan for what's next in 2022 and beyond, getting back to basics of the art of hospitality, even if scaled down, will be important for building better loyalty programs, better guest experiences and better returns.  

By Paul Payette Vice President Strategic Relations , Nomadix Inc