Hoteliers: Prepare to 'surprise and delight'

Cheers to 2025! As travel continues to thrive, we're exploring how AI can improve efficiency in hospitality staffing, highlighting new hotel openings around the globe and diving into the rising demand for event-driven travel (hint: it’s boosting hoteliers’ bottom lines!). Plus, discover tips for crafting unforgettable experiences that keep guests coming back.

And to our Los Angeles friends: you're in our thoughts. Stay safe.

Check in. Chill out. Repeat. Palm Beach goes (more) glam with the first U.S. property in the Iconic Luxury Hotels Collection, Hyatt says hello in Music City and Hilton's "premium economy" brand opens in the U.K. — January hotel openings are all over the map.

Revenue revealed: With the global events industry projected to reach $2 trillion by 2032, hotels are reaping the benefits of event-driven travel.

Do points equal loyalty? Turns out, the magic of hospitality isn't in points collection, it's in creating memorable experiences.

Spirit-less sips: It's Dry January, but zero-proof drinks can still help your F&B outlets turn a profit.

From strategy to solutions. In this episode of It's Personal Stories, self-professed Analytics Evangelist Dr. Kelley McGuire, ZS' managing principal, hospitality, shares how she bridges the gap at the executive level between technical details and the vision and value of the businesses she consults for.

Destination of the Week: Dawn Ranch

Location: Guerneville, Calif.

Opened in: May 2023

Owned by: Real estate investment firm Bridgeton, whose portfolio includes Walker Hotel Tribeca, Walker Hotel Greenwich Village and Journey East Hampton.

Number of rooms: 86

What to expect: A winning combo of rustic charm and modern comfort, where lush gardens, cozy cabins and tranquil outdoor spaces encourage you to relax, recharge and reconnect with nature.

The look: Designed by Bridgeton Studio in collaboration with Brian Smith and Whitney Clark, the hotel's rustic and contemporary sensibilities are a love letter to Northern California’s native beauty. Wood floors paired with earth-toned rugs and textiles create an inviting and warm atmosphere throughout the common spaces, each adorned with comfortable seating and curated furnishings and decor.

What stands out: The Lodge at Dawn Ranch, a distinctive dining experience created by chefs Juliana Thorpe and Ignacio Zuzulich, offers a fresh perspective on local bounty that blends Brazilian, Argentinian and European influences. The Spa at Dawn Ranch invites guests to relax and unwind with a menu of treatments in its classic California-style bungalow, complete with outdoor redwood Ofuro soaking tubs. The resort also has a series of unique partnerships, including Swarovski Optik for birdwatching, Fender for self-guided guitar lessons, HigherDOSE for in-room relaxation and YETI for curated picnic experiences.

New and notable: Dawn Ranch recently unveiled two plush Spa Cottages where guests can unwind in the comfort of their own space, featuring an outdoor soaking tub, a private enclosed patio and deck with a fire pit.

Secret to success? “The ability for guests to refresh their creative toolkits during a stay at Dawn Ranch is what sets the property apart from the rest. The entire experience — from the 22 sprawling acres of natural beauty on the Russian River to the accommodations, dining and spa, we encourage guests to co-author their own experiences for a truly rejuvenating stay,” says GM Teach Mayer.

Starting rate: $250 per night. — Lesley McKenzie

Above: A cabin living room. (Courtesy of Gentl & Hyers)

Leveraging AI to enhance hiring practices

AI is everywhere — even in the employment game. Streamlining hiring and enhancing candidate experiences are two ways AI can improve efficiency in hospitality staffing.

Why it matters: The tech tool can help you find a needle in the haystack. It’s no secret that hiring is a slog. AI can help craft captivating, targeted job descriptions in no time, tailored to your audience to attract just the right candidates. And on the back end? AI can resumé match through keyword search, ensuring the most qualified candidates make it through to the next round. (LGC Associates)

Taylor Swift’s tide lifts all boats

Swift’s Eras Tour was the main source of improvement in Canada’s occupancy, average daily rate (ADR), and revenue per available room (RevPAR) in November, with downtown Toronto averaging room rates of $779 over the six-night period of the tour. At her next stop in Vancouver, room rates soared to $1,319, up 424% year over year. When combined with 96% occupancy on Dec. 7, RevPAR reached $1,269 — the highest RevPAR level on record for Downtown Vancouver. 

Why it matters: Turns out, concert tourism is trending — and lucrative. Cities hosting major concerts often experience a spike in visitors, boosting spending at hotels, restaurants and local businesses. Hoteliers can maximize revenue by using dynamic pricing models that adjust rates based on demand during periods of high demand. (CoStar)

The modern guest

"Surprise and delight" is what millennials desire, and meeting guests’ expectations is key to guest satisfaction. "'Delight me' can be the simplest of touches that are unexpected, tailored and delivered in ways guests did not anticipate," Deloitte's report notes. Their survey shows that younger guests look for extra charm and distinction from their experiences, with delightful experiences being 1.6 times more important to those aged 35 and younger than those aged 65–70. 

Why it matters: It pays to pay attention. As technology enables hoteliers to collect more and more information on guests and their preferences, that same information can be used to create a custom experience that wows. Gather guest information, interpret it, share it with the right people at the right time and intelligently utilize it to create meaningful moments. (Deloitte)

See something, say something

Regular interaction with guests and the greater public gives hotel staff a unique vantage point to spot evidence of human trafficking. In support of National Human Trafficking Awareness Day on Jan. 11, this hospitality toolkit offers tips and resources that can help inform and educate hospitality employees to recognize signs that a guest is in danger. Traffickers often take advantage of the privacy and anonymity offered by the hospitality industry. 

Why it matters: You can make a difference! Here’s how: Know the signs of human trafficking. Design a plan of action to respond, and partner with agencies that provide immediate services to victims. (Department of Homeland Security)

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