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Travel Industry Preps for Price Increases in 2015.
By Melanie Nayer ~ Weekly Exclusive with Views on the Latest Trends
Wednesday, 10th December 2014
 

Exclusive Feature: Looks like 2015 is shaping up to be a more expensive year in travel: According to a new report by American Express Global Business Travel, consumers should get ready for a rise in prices in airfare, hotel and ground transportation.

The reason for the price increases are due to standard supply and demand scenarios, says the report. Airline consolidations, changes in corporate travel policies and a more saturated hotel market all contributed to the forecast in higher prices.

But all is not equal in the world of travel pricing. 

American Express predicts prices will vary from market to market, but the U.S. is likely to see the first run of high prices, thanks in most part of the economic recovery from the past few years. Consumers will likely see a jump in airfare to Latin America, but the real kick will be in hotel rate increases, which are already on the rise due to an increase in business and corporate travel to the region.

Brazil will be in the travel spotlight, and hotels will start assessing their price offerings as Brazil nears the 2016 Olympics. Europe is still in a price flux, according to the report, but the U.K. is charting more economic growth that will lead to an increase in hotel rates, mostly in the high-end luxury sector.

Travelers can expect to see moderate price increases in the Asia-Pacific region. Political unrest will be the catalyst for price differentiation in Asia's major cities in 2015.

As for hotels, here's what you need to know to stay competitive in 2015:

The report notes that mid-level hotels could start to price compete with high-end hotels. While high-end hotels will continue to push experience and service, above all else, as their main focus, mid-level hotels have a unique opportunity to up their experiential offerings, thus increasing their value proposition to consumers. 

The moral of this cautionary travel pricing tale: stay relevant! There's no reason why mid-level hotels can't compete for a high-end consumer.

While the expectations are understood - for example, amenities at high-end hotels likely won't compare to mid-level ones - there are a few things mid-level hotels can do to up their ante including:

  • High-tech offerings: even if you haven't had a room renovation in the past year, you can outfit your guest rooms with high-tech amenities like power stations and touch screens.
  • Focus on service: customer service is still the heart of hospitality. Focus on how your team can evolve their customer service approach, such as pre-check-in calls and concierge recommendations based on your guest's profile.
  • Stay in touch: social media is the easiest way to connect with your guests. Stay in touch on social channels and learn a little about them, before they check-in. You might get a few ideas on how to create that personal touch that turns a one-time guest into a repeat one.

This is strictly an exclusive feature, reprints of this article in any shape or form without prior written approval from 4Hoteliers.com is not permitted.

Melanie Nayer is a hotel reviewer and expert on luxury travel around the world. She has covered all aspects of hotels including corporate restructures, re-branding initiatives, historical aspects and the best of the best in luxury hotels around the world.

Melanie writes a weekly exclusive column for 4Hoteliers.com

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