Accommodation Operators – Refurbish To Maximise Yield
There is now a series of Accommodation Makeover Pathway workshops for accommodation operators on how to successfully upgrade facilities to maximise yield, says Samantha Kume of the Sustainable Tourism Cooperative Research Centre (STCRC) at Griffith Uni, Gold Coast Campus.
STCRC, in partnership with the Hotel and Motel Accommodation Association (HMAA) has just rolled out the workshop program across regional NSW attractinggmore than 250 delegates. More workshops are planned for other states and regions.
This comes just weeks after the Tourism Transport Forum (TTF) noted – in ‘Australian Tourism How Deep the Recession’ – that now is the time to prepare for recovery by reinventing tired accommodation stock.
Upgrade Rooms And Facilities To Suit Changing Customer Expectations
Research shows the top 7 customer ‘wants’ are:
- price
- additional seating
- light-toned and free-standing modern furniture
- light-painted plastered walls which create a sense of space
- compact modern kitchenettes
- bright and modern bathrooms
- bright recessed lights
The workshops provide up-to-date information on consumer demands, visitor trends, refurbishment planning and design.
Different Customer Priorities
STCRC’s research has also identified different customer priorities, for example:
- for groups staying longer than one night price is the most important consideration, BUT
- if the group is staying for one night only, then bathroom quality becomes the most important feature
- business travellers identified space as their number one priority, with other considerations including easy chairs, free-standing modern furniture and lighting
- couples with children were not so much concerned with price as they were with free-standing modern furniture, light-painted walls and a good kitchenette
54% of operators identify the need to upgrade their facilities and almost 25% of all surveyed reported that their buildings had never been upgraded with almost a third unsure as to when they would undertake such work.
HMAA CEO, Lorraine Duffy, says
“Doing a major renovation is daunting, knowing where to start is a real challenge and that’s why HMAA has sought the best research available to help support operators to make informed decisions that will add value to their business..
The workshops address a number of fundamental questions for operators including identifying whether the property needs refurbishment, what actions need to be taken, the relevant timing for an upgrade and the anticipated return on investment.”
Issues Covered
The workshops cover a cross-section of issues confronting accommodation providers including:
- the process of becoming a sustainable tourism operation
- consumer marketing of ‘green’ product
- accreditation
- design features important to consumers
- management strategies guiding the development of sustainable business practices
For more information on upcoming workshops you can contact Lorraine Duffy at HMAA on 02 8666 9015 or lorraine.duffy@hmaa.com.au
1 Comment
I am very disappointed that the Research about the top 7 customer ‘wants’ in relation to Upgrade Rooms And Facilities To Suit Changing Customer Expectations did not include the requirements of people with disabilities. This 21% of the population want much more than the 7 items outlined. How about a stepless entry into the reception area. How about fixtures and fittings that conform to the legislation in accessible shower and toilet areas. How about doors that are wide enough to let a wheelchair pass through with ease. How about all motels and hotels having one or more accessible rooms available for people with disabilities
All these areas are in the new Access To Premises legislation which will be passed through Parliament very shortly. The BCA gives details of how many accessible rooms have to be available depending on the number of rooms a specific facility has. If there are no accessible rooms in a facility and it undergoes a major refurbishment then the BCA requirements come into play. These requirements were made law under Amendment 96 of the BCA in January 1999.
Major refurbishments are taking place and the requirements for accessible facilities are not being adherred to. For example in the Motel Takeover Guide issued (approximately 2 years ago) by the Sustainable Tourism Cooperative Research Centre it gives four case studies of actual moteliers who have undertaken major refurbishment programs either in 2003 and/or 2004, none of which have provided any accessible accommodation for people with disabilities at the conclusion of the refurbishments.
How can local council certifiers allow this to occur?
Sheila King
Australia For All Alliance – Accessing The World.