What is Hybrid Hospitality?

As evidenced by all the Priuses on the road, people love a good hybrid. You know, the whole idea of getting the best of both worlds. But how does the concept apply to the hospitality sector? It’s basically taking bleisure to exciting new levels. Where traditional hotels and resorts boost their bottom line by offering flexible spaces for guests to stay, work, eat, drink and, well, live their best lives all in one place.

Not Remotely Over

It’s estimated that upwards of 4.7 million U.S. workers are out of office at least half the time. This number has the potential to grow exponentially when you consider that 91% of employees report that they prefer remote work – and employers eager to retain and attract top talent are reading the room.

In fact, some companies leverage their remote work model as a recruiting incentive. (Hello, Spotify!) And professionals looking to ditch the office 9 to 5 grind for remote work are hitting up search sites specializing in these positions (see here and here). Freed up to work from anywhere (WFA), these digital nomads are the tech-savvy, experience-driven guests hybrid hospitality was made for.

Those Doing It Well

Unsurprisingly, many brands leading the way are based in Europe – where countries and employers have experimented with forward-thinking concepts like the four-day workweek. Let’s check in with a few of these hybrid hospitality standouts:

• citizenM is a chain of boutique hotels with properties in top cities around the world. Targeting modern travelers with affordable luxury in a “very unbusinesslike business hotel,” it offers memberships with a long list of perks and privileges that includes complimentary co-working spaces across (nearly) the entire portfolio.
  
• The Hoxton looks more like a traditional hospitality brand on its surface but definitely delivers on the “live like a local” experience through its open-house hotel concept. Their Working From_ product offers a range of membership options – from Studios to Desks to Day Passes – that satisfy every type of digital nomad.
  
• Selina was built from the ground up with the nomadic traveler in mind. Properties are located in major cities and exotic locales across Central America, South America, Europe, Israel, Africa and Asia with shared workspaces under the proprietary Selina CoWork name.
  
• Zoku positions itself as a second home “designed for the new generation of business travelers.” Their locations strategically span coveted cities across Europe, inviting guests to “stay & live,” “co-work and connect” and more in Amsterdam, Copenhagen, Paris and Vienna.

How Your Property Can (Painlessly) Pull It Off

Accommodating digital nomads does not require a far-flung address – or have to turn into an operational nightmare for your team. There are simple tweaks you can make around your property to go hybrid:

• Offer special rates for long(er)-term stays. While it reduces your ADR, your RevPAR will skyrocket thanks to the money these guests will spend in your dining venues and across other amenities.
• Reimagine a section of your lobby or dedicate underutilized event rooms as coworking spaces. Just be sure your tech is up to the challenge of supporting all of those hopping online. Connectivity upgrades will help sell meetings business as well.
• Think about services people access when they’re home – and make sure to offer them availability on-site. Wellness-minded travelers who belong to a gym will want to keep up their daily regimen in your fitness center. Guests with special dietary restrictions will seek appropriate choices in your restaurants. And visitors with active massage memberships will likely be booking their desired treatments in your spa.
• Host special events that bring together guests and locals to socialize.
• Consider offering paid memberships for remote workers in the area to use your hotel or resort as their go-to WFA space.

As proven experts in marketing to both leisure travelers and MICE targets, Dana has an in-depth understanding of the place where the two intersect in hybrid hospitality. Contact Lynn Kaniper at 609.266.9187 ext. 117 or lkaniper@danacommunications.com to start a conversation about how your hotel or resort can score business from this audience and other new targets.