What are the major trends in sustainability and CSR in the Middle East hotel industry?
Hilton Worldwide’s corporate responsibility strategy ‘Travel With Purpose’ focuses on the key areas of creating opportunities; strengthening communities; celebrating cultures; and living sustainably.
We believe that corporate responsibility has become of increasing importance in our industry and to all Hilton Worldwide’s stakeholders from Team Members to guests, clients, owners and suppliers.
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Given the rapid development of our industry in this part of the world, a balanced approach to corporate responsibility is critical, outlining measured goals and partnerships that demonstrate shared value not only for our business but also for wider society.
With our signature annual activities such as Global Week of Service and Careers @ HiltonLive, our team are focused on goals from a local and international perspective – for example, the company’s global “Open Doors” commitment that aims to impact at least 1 million young people by 2019 by helping them to reach their full potential.
What will guests be looking for in 2015? How are hoteliers adapting to meet requirements?
Across our portfolio of brands, demand is constantly evolving based on audience demographics; as well as regional source market shifts.
The religious segment arriving to the holly city of Makkah & Madinah continues to be the dominant segment and we are witnessing early signs of a successful Umrah season ahead from all main feeder markets.
The trend of increased corporate business in the majority of cities will continue especially with the major projects taking place in the Kingdom
In terms of our presence in Riyadh and regional cities across KSA, we believe guests are continuing to look for choice in different brand segments; where they can have the assurance of staying with an international brand and also receive benefits such as earning and redeeming Hilton HHonors points. This allows for the trend of travelers collecting HHonors points during business travel and redeeming for leisure purposes.
Globally Hilton Worldwide has highlighted the ‘3D consumer’: discerning, disciplined and digital – meaning that guests will become increasing savvy to using technology for the likes of e-check-in, pre-arrival room selection and ultimately straight to room mobile technology.
What other trends/ developments do you see in the 2015 Middle East hotel landscape?
As referenced above, across the Middle East we are seeing the significant trend towards interest in technology in hospitality – which we expect to increase apace in this part of the world during the coming 12 months. Hilton Worldwide is currently launching its digital check-in and room selection technology which enables Hilton HHonors members to check in via their HHonors profile on desktop, mobile or tablet and choose the exact location of their room - right down to the room number.
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