Collaborative accommodation sites have become the bane of hoteliers. Yet, several strategies exist to combat them. Follow the guide.
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In Lyon, the Slow Living Hostel has managed to create friendly common areas that are open to the outside.
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What is Airbnb's appeal? What do consumers appreciate about this new type of accommodation? A touch of soul, a local experience, the opportunity to meet locals, value for money? Probably a bit of everything… To counter this competition, it's best to fight with the same weapons.
Authenticity and socialization
Consumers are likely to prefer an establishment with character to a standardized brand. This is the choice made by the COQ Hotel , with its portraits of ancestors, its books and vinyl records available, its vintage lounge… This young, upscale Parisian hotel resolutely projects the image of a family home, to the point that you can even order a pizza from outside and enjoy it in the dining room, in a relaxed atmosphere.
Local spirit is another key focus. From communal dining and guided tours to art openings and happy hours, the Slo Living Hostel in Lyon skillfully balances showcasing regional specialties with hosting events that attract a wider clientele. The hotel becomes more open, immersing itself in local life and thus strengthening its identity. It's also an excellent way to transform an establishment into a social hub : this underlying trend is leading many hotels – both chains and independent – to completely redesign their lobbies. Hybrid lounge-restaurants are popping up where guests can have lunch, work, or enjoy a drink, along with game areas and kitchens where you can cook at your own pace.
As for the value-for-money aspect, there are many solutions: offering attractive promotions on specialized sites or high value packages, offering overnight stays in dormitories , using new technologies… The Buddy Hotel , in Munich (Germany), illustrates this last option by completely dematerializing its check-in and reception, which allows it to reduce the bill by 15%.
Experience and services
A completely different strategy? Hoteliers can offer what a consumer would never find on Airbnb. For example, creating an extraordinary experience. The decor could then be designed by a renowned fashion designer, an inventive designer, or underground street artists. The architecture could become surreal, like the aquarium rooms of the future Water Discus Hotel in Dubai or those of the Krystall – a snowflake-shaped hotel with glass walls, offering views of the Northern Lights in Norway. The concept could be innovative or surprising (art hotel, ice hotel, establishment where all the furniture is for sale , accommodation for gamers , etc.).
Professionals also have an interest in highlighting the quality of their services. A guest staying in an Airbnb property won't be able to enjoy a spa or 24-hour room service…
| Blurring the lines between hotels and private rentals |
| Some players, such as the Spanish company Room Mate and AccorHotels, haven't hesitated to encroach on Airbnb's territory by leveraging their hotel expertise. The Spanish company is diversifying by launching Be Mate, a website offering private apartments located near its hotels. For its part, AccorHotels recently announced its investment in two upscale accommodation rental platforms. This allows the group to offer hotel-style services and concierge services within private rentals. |
With kind permission from the Journal de l'Hôtellerie