Ian Schrager believes in the 'return to the same normal'
Hospitality legend Ian Schrager who helped pioneer the boutique hotel concept believes it’s only a matter of time before things return to normal. He is convinced that that ‘return’ will be to the ‘same normal’. “It’s just a question of when” he says.
Schrager does not subscribe to the notion of a ‘new normal’ – one which is invariably on almost everyone’s’ lips, going on to dismiss all that talk about paradigm shifts that is floating around since COVID-19 hit us all for a six. Whilst acknowledging that there may be certain adjustments that need to be made, he says “I don’t think all the pundits really know what they’re talking about because there is no precedent, no frame of reference.
“In the history of humanity, I don’t think there’s been one event dating back to biblical times that have changed things. We always go right back to the way we were, except that we make certain evolved adjustments. I’m absolutely certain that will happen again.” Technology, Schrager points out, represents a ‘new frontier’ for hospitality businesses and will be in the forefront for many, as they regroup towards rebuilding from the havoc wrought by the coronavirus.
“Technology is making an impact in the lifestyle business in the same way entertainment and design has in the past”. However, Schrager cautions that technology must be introduced intelligently – not merely contrived (i.e. arranged in a way that seems artificial and unrealistic).
He makes it clear that technology that’s smart and either makes the guest stay cheaper or easier is what matters. “If it doesn’t fit one of those criteria, embracing technology for technology’s sake makes no reason”.
Prior to COVID-19, people were not that keen on automated check-in at hotels for example. However, with the need to practice enhanced safety and hygiene protocols following the pandemic, they will now want ‘touchless’ solutions. And, according to Schrager, these solutions must actually be useful. So, whilst technology-driven digital or automated check-in and check-out are going to be seen as improvements, things like ‘mood boards’ in the lobby that really don’t do much to enhance the stay will not be that appreciated.
Whilst taking cognizance of the fact that business will now need to be sensitive to health and wellbeing factors, Schrager is of the opinion that not every aspect of the hotel experience has to necessarily change. Yes, some fundamentals might evolve – like buffets for example, where the format may change with the ‘pick and choose self-service’ nature of the buffet giving way to a counter-service style/ automat approach.
He also opined that scaled-down housekeeping services – to minimise staff interacting with guests is a sensible approach but fears that may do it as a cost cutting exercise rather than for health reasons. When queried about the future of business and MICE –related travel, Schrager said that the shift to working remotely does not mean the end of meetings in the hotel business.
“I’ve been hearing the death knell when they invented faxes, when they invented cell-phones, when they invented the internet,” he says. “Things are going to be changing somewhat because of the new (work-from-home) technology, and we have to respond to that, but it’s not the end of business travel.”
Source: Phocuswire
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