Innovation is what today’s destination shoppers need to form an allegiance with a brand. The hospitality industry’s bag of enticements to create guest loyalty must continue to evolve as the priorities of its guests change over time. Health and wellness and eco-friendly initiatives continue to influence marketplaces across disciplines and drive consumer’s buying habits. Specifically, adventure tourism, which focuses on “staying lean and green…and engaging in adventure activities,” is one of the hottest trends for 2011 and beyond. The popularity of green vacations, in all their incantations, is well documented and on the rise. More interesting is that travelers have begun and will continue to select hotels specifically for their green or environmentally conscious credentials.
Hotels across the globe have been answering the call of either the health and wellness or green demands through a variety of measures. The most successful hospitality businesses, however, are those developing “unique experiences and amenities that make the hotels themselves destinations.” Indeed, “travelers are getting more sophisticated when it comes to green efforts and these cutting-edge touches are exactly what they love,” says Alison Presley, manager of Travelocity’s Travel for Good.
Cycling as the answer to the twin concerns of the environment and wellness offers a perfect opportunity to attract hotel guests. Bicycle-lending programs at a hotel or resort innovatively respond to consumers’ desires to stay fit and be more socially responsible. Moreover, as seen by the overwhelming success of bike-share programs throughout the United States, if given the opportunity people want to ride bicycles. Additionally, GenYers, poised to become the largest consumer group in U.S. history (in terms of purchasing power) have the most ingrained focus on health and environmental responsibility. So to attract the loyalty of these groups, hotels must adapt and give them something that combines their attention to wellness and the environment with an enriching experience worth their precious downtime.
Another Way for Guests to Stay Fit
A bicycle-lending program offers the perfect chance to cater to a guest’s motivations. For example, the wellness aspect of a bicycle-lending program at a hotel addresses both the business and leisure traveler’s objectives. The days of business travelers wining and dining without impunity; or vacationers taking a break from fitness routines are dying away. Indeed, the modern business traveler’s attention to fitness and wellness mirrors the ageing of the baby boomers. Business travelers need to stay fit and maintain a balanced lifestyle even on the road. Many hotels have already started catering to their guests’ needs for maintaining fitness through on-site workout studios, spas, in-room videos and more. A smart business practice dictates, however, the introduction of an option with a multitude of benefits. While workout rooms can tend to be uninspiring and drab, a little fresh air and exercise has proven to make for a more productive worker. Moreover, biking though gorgeous landscapes or visiting all a city has to share offers a golden opportunity to create memories courtesy of a hotel’s amenities.
In addition to the wellness opportunities, bicycle share programs offer an avenue to incorporate more sustainable practices as part of a hotel’s operating procedures. Rather than calling a cab or other motorized vehicle to whisk your guest away to explore their surroundings, keep the focus on the hotel’s offerings. Give guests an active and adventurous method to explore the vibrant cities and stunning landscapes to which they have traveled. The eco-minded travelers will also thank you when the hotel offerings present a way for them to contribute to sustainable tourism and conservation. When a hospitality’s sustainability practices have exhausted the low hanging fruit, e.g. changing out light bulbs, choose a guest amenity that has a positive impact on the environment while focusing on guest health and wellness.
The key to brand loyalty is determining what is motivating that guest and then finding a way to present that motivation in the shiniest wrapped package possible. A bike-lending program is that ultimate gift as it offers an experience that not only satisfies the guest’s need to stay fit but also offers a green opportunity to explore and make memories.
Lizzu Castañeda Nasiedlak is one of the principles of Bokoo Outdoor Solutions, a wholly owned certified minority business specializing in outdoor enjoyment. Bokoo Outdoor Solutions not only supplies product, but also has in-house design, logistic and program development specialists who work with clients from inception to final delivery. Bokoo Outdoor Solutions is the exclusive corporate distributor of GIANT bicycles, SURFTECH stand-up paddle boards, WENONAH canoes and kayaks, CONTOUR action cameras, HAMMERHEAD sleds and several best-in-kind cycling accessories.
In part two of a two-part series on bicycle-sharing programs, Nasiedlak discusses bicycle-sharing program best practices.
