The Herman Trend Alert
October 14, 2015
Coworking: A Peek into the Future of Hospitality
Imagine a hotel where you book your actual room, when you first reserve space---similar to choosing a seat on an airline seating chart. The difference is that instead of choosing a window or an aisle, you choose high or low floors, close proximity to the elevators, your preferred bed configuration, and even your room category, depending on size and view: "Smart Street", "Smart Garden" or "Smart Maisonette" (two-level suite). Welcome to the Hotel Schani in Vienna, Austria!
Know your room number on arrival
Then because you already know your room number, on arrival you can bypass registration and go directly to your room, where you will open the keyless door with your Hotel Schani Smartphone app. This system allows the hotel to provide greater personalization, because the staff knows, in advance, where everyone is staying. It is also exactly what the Millennials and Gen Zers are looking for; they can take care of every aspect of their reservation, check-in, and check-out processes without in-person contact.
A working partnership
A partnership of the Fraunhofer Institute for Industrial Engineering's FutureHotel initiative at University of Stuttgart, the 135-room Schani has been open since April of 2015. The goal, which it seems is accomplished is to "create the most streamlined hotel user experience as possible---with the most opportunity for end-to-end, on-demand personalization as possible"---all of which can be controlled using mobile technologies.
Guests can choose amenities ahead of time
Though all of these systems are still in beta testing, future guests will eventually be able to choose---pre-arrival---different amenities they want delivered to their rooms at the tap of a screen. Of course, the purpose is a higher level of customization to build stronger relationship with the brand.
More staff time to enhance the guest experience
With the use of these innovative technologies, the Schani staff has more time to focus on their guests' individual needs, freeing them to offer concierge duties, mostly expected at more expensive hotels. In addition, the Schani app provides a full array of destination content, aimed at a young, German-speaking web audience.
The hotel as coworking space
The next phase of "The Smart Hotel for the Modern Traveler" involves creating a dedicated coworking space in the lobby, rentable for both guests and locals, and connected to private, on-demand meeting and event spaces. Local members and paying guests can already create a user profile with both professional and personal information in Schani's online Coworking Marketplace, which people can use to connect with others.
The future is here today
Similar to the arrangement at San Francisco's Workshop Cafe and other coworking spaces around the world, expect to see more leading edge hotels, including the big brands, begin to offer coworking spaces. This trend goes hand-in-hand with the increase in the number of free agents. Anyone who has ever tried to work at a Starbucks or other coffee shop with the ambient noise will particularly appreciate this new type of working space.
Special thanks to Skift.com for raising our consciousness to this innovation in hospitality.
© Copyright 1998-
by The Herman Group, Inc. -- reproduction for publication is encouraged, with the following attribution: From "The Herman Trend Alert," by Joyce Gioia, Strategic Business Futurist. 336-210-3548 or https://hermangroup.com. To sign up, visit https://HermanTrendAlert.com. The Herman Trend Alert is a trademark of The Herman Group, Inc."
TUNE IN NEXT WEDNESDAY TO OUR PODCAST WITH INGOMU FOUNDER AL WYNANT
Next week, on¬†the Geeks Geezers and Googlization Show, the podcast cohosted by Ira Wolfe and me,¬†our second segment will be an interview with Al Wynant, one of the founders of the cool, new learning platform, Ingomu. This groundbreaking platform features over 80 talented coaches in Career Development, Health and Wellness, and Personal Development. Sign up for your podcast subscription at https://hermangroup.com/alert/archive_2-24-2021.html.
Herman Trend Alerts are produced by the Herman Group, strategic business futurists, Certified Management Consultants, authors, and professional speakers.
New subscribers are always welcome. There is no charge for this public service. The Herman Trend Alert is read by over 30,000 people in 90 countries, including other websites and printed periodicals. Click here to sign up for the Herman Trend Alert.
Do you enjoy receiving this weekly e-mail update? Contact us about our co-branded Herman Trend Alert service.
Subscribe or Unsubscribe to weekly Herman Trend Alert
View this week's Herman Trend Alert
Archived Weekly Herman Trend Alerts