Was Westworld far-fetched or an insight into the future of hotel resorts?

The above was a question posed. As Disney earlier this year launched its “Galactic Starcruiser” hotel experience at a starting price of $4,809, there is a growing discussion regarding where the boundaries lie for the next generation of immersive hotels and what is it that the consumer will desire?

Was Westworld really so far-fetched?

The new hotel has no pool, gym, spa and little natural light but it allows the guest to become part of and immersed within a story. There is a growing body of research which supports the argument that the consumer is eager and prepared to pay for and enjoy unique experiences but will cut back on those experiences which are less than special.

There is, of course, a logic to theme parks creating such experiences as there is a well established record and evidence in support of consumers buying into fantasy experiences. The question is how will this trend develop; how far will it go and will it play its role within city centres?

The debate over the economy is of course becoming very visible. At the heart of the debate is the belief that the consumer today is sitting on savings which they are prepared to spend but only on experiences which are special. As the density levels of city centres seem to be 30-40% down on 2019 figures over the next few year (2022-25), then there is a strong likelihood that there will be venues and sites which will and will need to redevelop themselves and reimagine their offers to engage new audiences.

The argument is all supported by the popularity being shown for the ABBA experience and arena. Yes it has its critics but it seems destined to be commercially successful and create a legacy for ABBA. It is no major leap to see such attractions enter the centre of the city and for new themed hotels to emerge.

Whether or not one agrees, it illustrates how the discussion is changing. In 2019, the evolution was based off smaller stages of evolution – uniquely designed perfumes for a hotel, a bespoke guest experience, special food menus designed etc.. It has all moved up another to a level and intensity. The real question is will this impact on how hotels, currently struggling for business at previous levels, may well adapt to engage audiences?

It is unlikely that we will witness many developments of fantasy themed hotels but the forecast is for a major drive in technology led operations which offer more smart devices, more robotics and less bespoke service levels. This change is natural as there is a concern over talent shortages so the changes may well be driven by traditional economics than consumer desire.
Most forecasters are suggesting that the major changes to be seen will be led by increased numbers and capability in Smart rooms which possess access to streaming services, a room key on your smartphone, concierge services or temperature controls at the push of a button, and voice-activated controls which are expanding beyond simply asking Alexa to play your favourite song.

The strange thing is that two years ago these trends might have sound futuristic, but today, is it enough to engage that consumer spend noted at the opening?

What will be enough? Are the rules changing and if so, how will we adapt?