Skip to content

AN ISRAELI PERSPECTIVE RIGHT NOW

March 25, 2020

No alt text provided for this image

TEN 10 SIMPLE TIPS(FOR OPEN AND CLOSED HOTELS ) DURING COVID-19 CRISIS FOR THE HOSPITALITY SALES & MARKETING COMMUNITY

YES. This is a big one. Our world, this time globally, is shifting day by day suffering from COVID-19 crisis and coping with the unanswered question: When will it be over? I send my warmest regards from Tel Aviv , my thoughts, and strong encouragement  to all my friends in the Travel & Hospitality Industry . Its tough but we will get over it stronger.

We are finding ourselves in our industry, Hospitality & Travel, making decisions real time during harsh conditions of uncertainty. Let’s help and strengthen each other & think together even if we can’t meet face to face. This is the time to cooperate together. Hotels that are not part of a chain or brand can get together to do joint programs such as multi hotel stays at same rate in different destinations.

I put together 10 points for Hotel Management mostly in the Sales & marketing sphere that suggest other than slashing rates, how to minimizing the losses and act for the future. Everyone including Sales & Marketing team members are doing the best they can and should be kept in companies even if it means working from home. I truly believe that there will be a surge of much creativity from all of us. Wishing us a recovery and restart soon and much future success!

Really…So much work to do!

 No alt text provided for this image

1)     Communicate with your guests, clients, team, suppliers , partners and Owners. . During times of crisis we should not go into a bunker to weather the storm but instead be in constant conversation with all . Transparency & honesty is the best way to maintain relationships for the day after. Share letters, weekly newsletters ,Blogs updates email explaining that we are all together and the Hotel or Restaurant or Travel company is doing its best to follow all regulations required. Start a series podcasts, interviews video clips

2)     We should continue marketing but with completely different messaging . Try offering promotions that are relevant to the situation. Hotels that are isolated, resorts, in nature/country have an advantage to offer potential guests a green /fresh air option. Offer walking trials – maps recyclable water bottle and more. Take advantage and bring in revenues wherever possible. For those urban hotels, if regulations permit, offer locals /stay home goers promotions , romantic packages , added value such as upgrades, free breakfast , free parking , free transfer that avoid public transportation, BUT.. do it on attractive rates. Its not the time to dilute rate or dump rates but its also not the time to maintain same rates. Positioning is important but cash flow is king!

3)     This is the time to market gist certificates/vouchers for future use . Be creative and offer paying goodies such as museum entrances, bicycle rentals. Be flexible wit validity date . Offer them also to suppliers, family & friends f all employees.

4)     Very important to be super flexible with cancellation fees. Offer flexible rates as much as possible even if its for spring /summer months.

5)     Time to reorganize Data bases – excels full of potential clients/guests/travel agencies/corporate accounts / Time to get a good CRM or update the one you have . I have written before a lot about planning Tech driven Marketing actions for personilization media campaigns. Do the planning and implementation only when its back to normal.

6)     For MICE Hotels, take reservations, even if discounted ,on flexible terms for near and far future. Same for groups. This will be your base – you don’t want to regret refusing business during a crisis.

7)     Have your team and content writers write articles with creative themes such as promotions involving the Arts, Music, Photography, Fashion, Culinary, Green/Sustainability, Nature driven programs. Have these articles ready to be published the “day after”.

8)     Prepare all collateral and promotional materials that are done behind the scenes. Not the time to spend monies on frontal Branding or Image media activity but do prepare updated digital brochures and most important update your BLOGS, SOCIAL NETWORK PAGES & WEBSITE!

No alt text provided for this image

9)     TIME TO RENOVATE Do Product improvements. Those hotels that are nearly empty can take advantage of face lifting or just maintenance projects as long as regulations permit teams working together. For many its a great time to at least have the time for the planning stages, concept building, budgets, choosing an architect, designer, mood boards, mock room and so much more. Worry about the cash flow and implementation later . At least you will be all ready to move and increase REVPAR and GOPAR with an improved product ahead of others. 

10) Do good in your community, not for PR, but for good reasons: such as setting up a system of delivery to those in isolation and sending packages to those working in Labs, Hospitals, senior homes and emergency organizations

No alt text provided for this image

Be Good & Healthy!

Ronit Copeland

Copeland Hospitality

ronit@copeland.co.il

JOIN US AT IHIS THIS WEEK AT THE HILTON TEL AVIV

November 19, 2019

I am happy to share with all that I will be leading/moderating the International Operators’ Panel: “What can international brands bring to Israel’s hotel market?” which takes place this week, on Thursday 21st November at 2pm during the Israel Hotel Investment Summit being held at the Hilton Tel Aviv on the 20th ad 21st November 2019. Last chance to register

Our new company website is here!

June 22, 2016

We’ve worked on it day and night, wrote and re-wrote every word,  and we couldn’t be prouder! Tell us what you think about the new Copeland Hospitality company website:

http://www.copelandhospitality.comSIVAN ASAYO PHOTOGRAPHY GRUZENBERG PROJECT

Photography: Sivan Askayo

The Future of F&B

August 2, 2015

Today, food is an experience. Food is part of the manner tourists explore a new city and how business people impress one another. Social networks are filled with pictures of where friends are eating and what they are eating. Travelers today want to feel they are experiencing a place “like the locals.” They want to hang out with a local crowd and eat where they eat, rather than enjoy timeworn “tourist traps”.

Many hotels are rising up to the challenge and have already changed their F&B strategies. Hotel dining rooms have been converted into chef restaurants, meant to strengthen the brand and draw customers. In the past, no foodie would have been caught dead in a hotel restaurant. Today, many research the trendiest, newest place and only then decide where to stay.

Bluespoon Restaurant in Andaz hotel Amsterdam

Bluespoon Restaurant in Andaz hotel Amsterdam

There are many types of culinary cooperation in hotels. Let’s list the most common:

  1. The hotel provides the space, the chef delivers the experience: Many chefs and leading restaurant brands are opening restaurants in hotels. This type of cooperation allows each side to do what it does best: the hotel provides the location and its customer base and the chef brings his or her reputation and trendiness. We see this very often in both international and local markets.
    Chef Amir Naor’s Restaurant in Alegra Hotel, Jerusalem

    Chef Amir Naor’s Restaurant in Alegra Hotel, Jerusalem

    2. Hoteliers that open restaurants in their own establishments: The concept for the restaurant comes from in-depth knowledge of the hospitality business and expected service, as well as a deep understanding of the target market.

Restaurant in Royal Beach Hotel, Tel Aviv

Restaurant in Royal Beach Hotel, Tel Aviv

3. Restaurateurs that expand into the hotel business: Restaurants with an established reputation sometimes expand into other businesses. In this case, the hotel is based on the branding of the restaurant, and not vice versa.

In all these types of cooperation, there is a co-dependence between restaurant and hotel. The restaurant provides service to hotel guests, and the hotel participates in marketing the restaurant. However, it is important to maintain a balance and differentiation. That is, to give guests the feeling that the restaurant and hotel are separate worlds with different “stories”. otherwise we get back to the old “dining room” concept.

What else is going on?

The end of the room service era?

Almost every restaurant today has a take-out menu allowing them to compete with the traditional room service in hotels. Many hotels have adopted an “if you can’t beat them, join them” attitude. Instead of competing, they help guests order in. They gain customer satisfaction and still enable guests to eat in their rooms whenever they choose.

Vending Machines

Today you can find a whole lot of things in vending machines, from sandwiches and snacks to the less obvious cosmetics and electronic gadgets. Hotels that place vending machines in their establishments give guests easy access to food throughout the day, without the hotel’s added cost of preparing and serving the food themselves.

Luxury vending machine in Mondrian Hotel

Luxury vending machine in Mondrian Hotel

Bar instead of restaurant

Traditionally, the lobby is where you would go into a hotel for coffee or a snack. Today, instead of the lobby restaurant, we see many hotels setting up bars where guests can purchase drinks or food and eat them in the hotel’s public space. This is the place where we see hotels being creative. I have seen coffee bars, as well as yogurt bars, chocolate bars, ice-cream bars and more. These bars are usually operated by outside vendors, and they allow hotels to give guests excellent service while enjoying the benefit of the specialization and expertise of the bars. Guests feel the hotel has provided them with the very best in a specific field. Imagine a chocolate bar operated by Godiva, or a coffee bar by Nespresso.

Anyone in the hotel business knows it is a tough business to be in. However, if you do it right, you can gain business  success while giving your guests a unique experience, atmosphere and service, that will make them remember the hotel and want to come back.

Bar in Generator Hotel

Bar in Generator Hotel

Is 2015 the year of the Poshtel?

August 2, 2015
Generator hostel, London

Generator hostel, London

The hospitality industry is driven by innovation. One of the exciting new trends changing our business is emerging in the low cost and hostel market sector. More and more hostels are offering a great hotel experience and creating dynamic concepts at exciting locations.

Poshtel is a term that relates to hospitality establishments that are on the border between hostel and hotel. They usually offer large, shared dorm-type rooms, but also offer private rooms for singles or doubles. They invest in design and cultural experiences, delivering a unique guest experience. The poshtels are a link between affordable price and a new type of luxury that focuses on design and experience. The leaders of this trend are brands like GENERATOR, St Christopher’s Inn-Village, The Dictionary,  Meininger CLINK

poshtel mashup

In terms of target markets, poshtels target the demands of millennials, those born in the 80’s and 90’s. These young people have just recently become real adults and they have jobs and money that enable them to travel the world. The hospitality sector has begun to sit up and taken notice.

The millennials live in a technological world, and they expect this technology to follow them everywhere. They expect great (and free!) Wi-Fi everywhere – in their cafés, at the bank and certainly in their hotels. They live in and through social networks, and tend to believe the information in these networks much more than the messages in the “traditional” media. When they stay at a hotel, they expect a social space where they can meet others like themselves. Even when traveling for business, you won’t find them cooped in a corner with their laptop – they prefer working in a public space that lets them experience the locale while they work.

More than anything, these travelers are looking for an Experience. They will always prefer boutique hotels over large chains. But, they have a significant problem – they are still young, and usually cannot afford the type of luxury they think they “deserve”. To solve this dilemma, poshtels are being introduced.

Poshtels are making their mark on the whole hospitality sector. They are forcing low and medium cost hotels to re-examine their pricing and the value they deliver to their guests. It’s not just about hotels being cheap. Millennials (and other customers) expect that even low budget hotels will invest in their guests.

At Copeland, we have already brought poshtels to Israel, in a new project in Jerusalem called “The Post”. This will be a new poshtel that will emphasize the social experience for guests – a “social hostel concept”. This exciting project is being built right now in an iconic building in Jerusalem, the old postal building, which also gives the poshtel its name.

I believe you’ll be hearing a lot more about poshtels. Soon, I’ll also be able to write about two more projects in the center of Israel that are also inspired by the “upmarket hostel” idea.

The Post – a Copeland project in Jerusalem

The Post – a Copeland project in Jerusalem

At Copeland, we develop hotel concepts with our clients. These can be for existing hotels that want to improve their business results, or for new hotels that want to build a strategy for success. Whichever the case, I always give my clients the same message: only in-depth knowledge of your target market will lead to creating the right hospitality experience for their market.

The Post   - Jerusalem

The Post – Jerusalem

Great designs and attractive prices on their own are not enough to draw guests to a hotel. Today’s guests take these for granted. A hotel that wants to succeed must create an experience that guest will take with them. They must offer an experience inspired by its local setting, and allow guests to feel like a local, even if their stay only lasts a night or two. They should interact with the local crowd and experience the atmosphere. This is what they will remember and make them appreciate their stay, and also tell others about how great it was. We all know that there is nothing like a satisfied customer to boost our marketing efforts.

Designers taking center stage

July 29, 2015

Lately, I have been inspired by several hotels I visited in Europe. Their common denominator is that they were all designed by well-known designers. I feel this really “completes” the hotel. I would like to congratulate the brave hoteliers that created these hotels. They believed in themselves, in their choice of designer, and they let them take a free hand and think of no limits with their designs.  That being said, every design you see here not only looks good, but it also completes the concept of the hotel in creating a unique guest experience. All four of the examples you’ll see here are extraordinary.

Guest bedroom in Ham Yard Hotel London, designed by Kit Kemp

Guest bedroom in Ham Yard Hotel London, designed by Kit Kemp

Das Stue – Berlin

Das Stue Hotel in Berlin, next to the zoo and Tiergarden Park, lets you glimpse exotic animals through their window as you sit in perfectly designed and pampering rooms designed by the famous Spanish designer Patricia Urquiola . If that is not enough, you can also enjoy a 25 course meal in a Michelin star restaurant!

The hotel is located in a restored building from the 1930’s that used to house the Danish Embassy. The outside retains its “proper” appearance, while the interior design received a completely modern twist: geometric patterns on the walls, statues of giraffes and monkeys made from neon wiring, and artistic photography, all combined to create an amazing look. As soon as you enter the lobby, you are greeted by an alligator skull reminiscent of a nature museum exhibit.

Entrance to Das Stue Hotel - Alligator skull greets guests

Entrance to Das Stue Hotel – Alligator skull greets guests

A climb up the marble staircase leads to the guest bedrooms. The hotel has 79 rooms and suites, each distinctly designed using luxurious and interesting textiles that are Urquiola’s trademark.The walls are covered with framed photographs. The rooms are not large, but have a great view. They offer a wonderful view of the neighboring park and zoo. If you’re lucky you can look directly into the ostrich enclosure.The hotel has a spa and two restaurants. A simple word to the concierge will get you set up in a yoga class or group jog in the park, as well as with bike rentals and picnic baskets for guests.

This is a real boutique hotel with a twist that gives a hospitality experience one doesn’t soon forget.

 Hotel spa DAS STUE

Hotel spa DAS STUE

Ham Yard Hotel – London

The Ham Yard hotel in London is a hotel that certainly leaves its mark. The atmosphere is hard to define and even harder to ignore.The hotel is part of the Firmdale chain, and owners Kit and Tim Kemp have another eight establishments around London. Kit Kemp, who does all interior design in the chain, succeeded in creating a look that is completely her own.

In her hotels’ open spaces, Kemp creates an atmosphere that is warm and inviting with attention given to every little detail. She is not afraid to use strong colors, crazy patterns and styles and shapes that anyone else would never use together. But, somehow, it all works together to create a look that is never repeated but is instantly recognizable as the Kit Kemp look.

Ham Yard hotel in London, designed by Kit Kemp. A style that is hard to define but easy to recognize

Ham Yard hotel in London, designed by Kit Kemp. A style that is hard to define but easy to recognize

The hotel’s 96 guest bedrooms are also individually designed, with no repetition or even recurring motifs. The walls are lined with fabrics Kemp designs herself, and many art objects are placed in the rooms and public spaces. The eclectic look combines Indian drawings, recycled plastic bottle lamps, pop art and a variety of other styles that create a fun, colorful and totally unique atmosphere.

Another happy and colorful corner in Ham Yard Londn

Another happy and colorful corner in Ham Yard Londn

Soho House – Berlin

The huge Bauhaus building of the Soho House in Berlin incorporates all of the city’s modern history. It was built in the 1920’s as a department store, owned by a Jewish family. In 1937 the Hitlerjugend youth movement took control of the building, and after the war it housed the archives of the communist party. Today, Soho House is a hotel and members club and a sign of the gentrification of East Berlin’s Mitte district.

Entrance to Soho House Berlin. Clean look with exposed concrete walls.

Entrance to Soho House Berlin. Clean look with exposed concrete walls.

The hotel lobby has kept the “clean” communist look, with exposed concrete beams and white walls covered with graffiti art by Damien Hirst. The atmosphere is one of laid back luxury, together with odd objects strategically placed to bring a smile. The service is also informal. The staff is very attentive and very friendly. The fact that the building is both a hotel and a members club gives hotel guests a chance to come into contact with the city’s “innest” crowd, without even leaving the lobby.

Graffiti by Damien Hirst in Soho House hotel

Graffiti by Damien Hirst in Soho House hotel

soho house 3

Sea Containers – London

Sea Containers hotel (part of the Mondrian chain) in London is near the Thames River, in a building that formerly housed a shipping company. Designer Tom Dixon, in his first hotel project, drew inspiration from the building’s past and combined it with new and surprising elements.

The design draws a lot from the world of ships and the ocean, while still being true to Dixon’s signature look – warm colors, combined with copper and metal, extraordinary lighting and touches of extravagant luxury (like gilded faucets in the lobby bathroom).

Sea Containers entrance. Like a ship from a different era

Sea Containers entrance. Like a ship from a different era

The atmosphere resembles a night club, while the copper front desk looks like something taken off a ship. Lighting in the floor leads guests further into the hotel to the bar and restaurant. The bar was inspired in its design by old steam boats. The green walls and upholstered sofas give a feeling of a gentleman’s club.

Sea Containers lobby

Sea Containers lobby

Dixon went all out in the hotel’s rooftop bar, with gold chairs and purple art deco tables.  The spa is designed with 70’s glam-rock style, and the atmosphere is one of decadent indulgence rather than health and beauty like most spas these days. The soundtrack playing includes David Bowie songs and the spa menu even has ice cream and champagne.

The guest bedrooms are small, but very luxurious, with a great view of the river.

Sea Containers Guest room

Sea Containers Guest room

**All pictures in this article are from the hotel websites.

Copeland Newsletter – February 2015

February 25, 2015

Hi Everyone,

I invite you all to read the latest from Copeland in our new Newsletter that was just released!

Copeland Newsletter – February 2015

newsletter intro