Bill Geist's Zeitgeist

Smelling Like Weed

Over the past few months of being back on the road after over a year-long hiatus, we've noticed a distinct difference in the air quality at many of the hotels in which we've stayed. Over half of the hallways we've walked smelled like weed.

When I've asked Managers if they enforce the same smoking fines as traditionally applied to tobacco, most affirm that they do. "But they don't care," said one in Florida. "What's a $250 fine if it's split 10 ways? You get to smoke weed all night with your friends for $25? It's a deal."

Flash forward to a conversation I had recently about how a silver lining of COVID was that some hotels welcomed more locals trying to break the monotony of lock-down with a weekend getaway. I asked if this would continue as a target market for the next few years. He shook his head sadly and said:

"Local Equals Marijuana."

Sad, really. But I smell a market opportunity ahead.

Preparing the Next Generation of Hospitality Professionals

In our work with Destination Marketing Organizations across the nation since that first glimmer of comeback hope over a year ago, there has been one word on virtually everybody's lips: Workforce.

Or, more accurately, the severe, debilitating lack of it. And, a hundred different ways we've pondered how to emerge on the other side full-staffed. But, the problem is so monumental and pervasive...where to start?

Alabama announced a bold plan last week at their annual Conference on Tourism: $1 million to prepare the next generation of hospitality professionals. The program will allow students to train online through the State's 24-campus two-year college system, making the program accessible to virtually all citizens 16 and older, according to State Tourism Director Lee Sentell.

Bravo 'Bama. Looking forward to your lead!

 

They're at it Again

As the pandemic began sweeping the world last year, Roger Amidon (GM of the Palm Beach Marriott) took two assets (and several staff members) to make some social lemonade of the giant lemon we were all handed.

Those two assets were his sensational view and a bunch of beach chairs. He had his crew set up the chairs to spell out messages of support and hope, changing the message up every day or two.

Well, they're back at it. This morning, Roger's team set up the chairs to read "Welcome Back" so they could take some pictures to use on Social Media next month to welcome back international travelers. And then, he asked the crew to re-arrange them again...but this time as a recruiting tool for employees (click image to enlarge).

I can't wait to see what he and the team will do next.

Not Out of the Woods Yet

Over the past few weeks, the media has been absolutely giddy over the return of tourism across America. And, we are too...though we are cognizant that it certainly isn't the case everywhere.

A new report from the American Hotel & Lodging Association (and, they should know) holds that 21 of the top 25 hotel markets in America remain in "Depression" or "Recession" status. in May, San Francisco continued 70% off its May 2019 Rev/Par pace....and Boston, New York City and DC weren't far behind. Only Tampa and Miami were up over 2019 levels.

Let's certainly celebrate the return of travel...but let's not forget our partners in our urban centers.

Like That Will Have a (Positive) Impact

Not to throw shade at the head of the Hotel Association of New York City, but his recent support of Mayor Bill de Blasio's summer-long waiver of Hotel Room Taxes is perplexing, at best, and reckless, at worst.

Don't get me wrong, there are some destinations where $18 a night might influence a potential visitor to choose another city. But, honestly? This is freakin' New York City. A destination that isn't up for debate on haggling over price. It's also a City with a pandemic-induced budget hole that could use those revenues to shore up other parts of the economy or infrastructure. To forfeit an estimated $30 million of tax revenue on a feel-good gimmick that's simply not needed to jump start the hotel sector is amazingly short-sighted.

The consumer tax savings on a $300/night room is roughly $18, it's $12 on a $200/night stay and $6 on a $100/night stay. So, don't call me elitist when I say people wouldn't let $18 blur their desire. That's a drink in the hotel bar for people willing to spend $300 a night...and a hot dog for those attempting to be frugal. 

If the powers at work here really want to help, don't waive the Room Tax. Use it to subsidize a portion of theatre tickets so the theaters and their crews and companies are made whole...but that tickets are more affordable to the tight-fisted (but culturally sophisticated) consumer this summer. That will capture people's attention. Broadway on Sale for one Summer only? That will cause theatre goers that might fear an unmasked city to take a chance and return. The same with admissions to sporting events and museums. And, let's find a way to help our restaurants come back.

The Mayor deserves huge props for dedicating $30 million in recovery funding for the work of NYC & Company. But, forgiving a fee that hardly anybody notices when there are so many ways to maximize this revenue? Unforgivable.

One Year Ago Today

It was March 3, 2020 when I felt the first sting of what was about to become the most devastating year of a generation.

I was in-market with a client interviewing community leaders and stakeholders for a project. The day prior, America recorded its 100th case of the virus and all six deaths were confined to a senior living facility in the State of Washington. It still wasn't "real" to most of us.

And then, the GM of a resort sat down with me for her interview...and revealed they had just had their first cancellation. It was a piece of business that was valued at $1 million...and it was to have occurred the following week.

As I look back upon the last year, I marvel at how America's response to the incoming threat was so wrong. And, I ache for all those who have lost loved ones and livelihoods.

Reimagine a Floor?

Many restaurants that have managed to remain open for the past year are hanging on by a thread, praying for the weather for outdoor dining to return, government restrictions to relax and consumer fear to subside. 

I'm not sure how I missed this piece by Laurie Jo Miller Farr that ran last month in The Travel Vertical, but the concept of restaurants and hotels partnering at a high level is brilliant. As she opined: "Urban hotels are removing beds, dressers, nightstands from hotel suites and re-furnishing them as private dining rooms. Limiting interaction with others, there’s a waiter to serve plated meals from a nearby restaurant and some of the guests are opting for an overnight stay. Aimed at a local targeted audience, why not?"

If you missed the story too, catch it here. This could be the bridge to Summer.

Image Credit: Le Crocodile in Brooklyn

Ghost Hotel Kitchens

We talked about Ghost Kitchens last Fall...those restaurant and food truck operations that pivoted during the pandemic in an effort to keep people employed. These entrepreneurs flipped their then underperforming kitchens to provide other culinary genres for take-out and delivery (thus "ghosts"). Imagine a Mexican place also doing pizza under a different name. Or Italian. Or...anything.

So why not apply the same concept to hotels? Those that have maintained food service operations typically do so as a loss leader (it doesn't directly make money but is central to the hotel's overall appeal...and, thus, profitability). 

These kitchens typically sit empty at lunch. Why not target those local businesses that still have employees working on site to provide lunch delivery?

Check out this recent article from Skift for more inspiration.

And, it took a pandemic to realize what an opportunity this has always been, sitting right in front of our eyes?

Oy.

Missing a Market?

As Americans over 65 are increasingly in line for their vaccinations across the country, one could make the case that they may be the first back out on the road.

Indeed, TravelAbility's Jake Steinman said as much in an article he posted earlier this week, adding that this cohort is also sitting on 70% of this nation's discretionary spending power. They're also more likely to require special accessibility features in hotels, restaurants and attractions.

Sounds like a perfect time to start re-imagining how we all serve this growing market. To get you motivated, check out our conversations with Jake, Greater Lansing's Julie Pingston and Visit Mesa's Marc Garcia on DMOU podcasts.

Room Immersion

Themed hotel rooms are nothing new. The Sybaris chain of hotel suites for amorous couples was launched in the mid-70s. A couple years ago, Travel & Leisure featured 20 such rooms around the world including homage rooms to 007, Batman, Star Trek and more. In Fort Wayne, home of pro music gear supercenter Sweetwater, select rooms in one of their hotels are tricked out in various music motifs and genres for visiting musicians. And, I've raved before about a '60s-looking hotel on the outside doubling down on being a '60s hotel on the inside, complete with shag carpeting and lava lamps.

My new fave is a collaboration between our friends at VisitLEX and the simply sensational 21c hotel. Based on "The Queen's Gambit" (if you've yet to stream this gem, treat yourself), you can now immerse yourself in chessmaster Beth Harmon's world...right down to imagining chess moves as you lie in bed.

Simply brilliant. And, channeling Samuel L. Jackson, "what would make sense in your town?"