Hotel owners and operators examining ways to reinvent themselves after COVID-19, says JLL
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Hotel owners and operators examining ways to reinvent themselves after COVID-19, says JLL
JLL and Frasers Hospitality have teamed up for a discussion on the ways in which hotel owners and operators are repositioning themselves in a post-COVID world.
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Frasers Property ManagementFrasers Property Management has partnered with Frasers Hospitality to launch offer flexible short-term stays at Capri by Frasers Brisbane.
As hospitality emerges from the COVID-19 hibernation, the platform is set to review the way hotels deliver customer experiences, JLL says.
The firm led a discussion on how hotel owners and operators are examining the diversity of their hotel asset offerings to better suit travel restricted and large event gathering restricted COVID-19 world, which also included contributions from Frasers Hospitality.
JLL Hotels and Hospitality Group Project and Development Services Executive Vice President, Ross Beardsell, told WILLIAMS MEDIA the disruption had brought about the creation of new products such as restaurant-to-a-room and micro wedding packages.
At a glance:
- JLL and Frasers Property has conducted a podcast on the different ways hotel owners and operators are reviewing their offerings in the wake of COVID-19.
- The firm said the soft trading conditions were an opportunity to undertake refurbishments that would otherwise be disruptive works during full occupation.
- Frasers Hospitality said the current situation was a opportunity across the board for everyone to look at their offerings, before going back there and testing the market.
"Hotels are reviewing technology to engage with customers using low touch points while delivering a seamless guest experience,” he said.
"There's an office zone package being released, as well as residences where short-term leases are being offered for long stays."
Last month, Frasers Property Management announced it would be partnering with Frasers Hospitality to offer flexible short-term stays at Fraser Place Melbourne, Fraser Suites Perth, Capri by Fraser Brisbane, and Fraser Suites Sydney.
JLL Hotels and Hospitality Group Project and Development Services Executive Vice President, Ross Beardsell. Source: JLL
Frasers Hospitality Group Australia General Manager Matt Rubie said the travel restrictions presented challenge to the resilience and diversity of hotel operations.
“Given there's not travel going on, we're not experiencing the same level of demand that we're used to, which prompted us to offer our rooms," he said.
"We have looked to see whether we can tap into a different type of market - that being a furnished flexible lease up to 12 months
“I think there's a great opportunity across the board for everyone to look at their offerings, before going back there and testing the market.
"A lot of these things that we're talking about at the moment are not going to fill the property, but they are going to provide a diversity of option and allow hoteliers to get out there and test and see where people are at and what they're after."
Frasers Hospitality Group Australia General Manager Matt Rubie. Source: JLL
Current soft trading conditions presents opportunities for refurbishment projects
Mr Beardsell said the soft trading conditions were an opportunity to undertake refurbishments that would otherwise be disruptive works during full occupation.
“While the current slowing of the hotel sector is a very challenging time for hotel owners and operators, consideration is currently being given to reviewing refurbishment plans, with the intention of completing disruptive works while only minimally impacting the guest experience," he said.
“As the JobKeeper package is due to conclude at the end of September, we see that as the likely trigger for the majority of hotel employees to return to work.
"So between now and the start of October, there are opportunities for hotel owners and operators to undertake works that may have been in the planning for a while and put on hold until the operating environment stabilised and the forecasts for future demand and occupancy became clearer."
He added that despite the challenging times, the hotel industry was now starting to see a road to recovery.
“The hotel recovery will be led by the domestic market," he said.
"In NSW, the June long weekend will be the first opportunity for Sydney residents to visit regional destinations, which will bolster these tourism economies, for the first time since the Christmas New Year holiday period."
Click here to listen to the full discussion.
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