What's Happening?
Julia Krebs, a Senior Lecturer and Hospitality Consultant at Les Roches Marbella, has proposed an 'anti-strategy' approach for hotels aiming to succeed in 2026. This strategy emphasizes doing less by reducing unnecessary add-ons and focusing on core services. Krebs suggests that hotels should empower their staff to provide insights into revenue management, rather than relying solely on automated systems. The approach advocates for a shift away from the current trend of adding new technologies and amenities, instead focusing on simplifying operations and enhancing guest experiences through personalized service.
Why It's Important?
Krebs' 'anti-strategy' challenges the prevailing trend in the hospitality industry of continuously adding new technologies and amenities
to attract guests. By advocating for a focus on core services and staff empowerment, this approach could lead to more sustainable and cost-effective operations. It highlights the importance of human elements in hospitality, suggesting that personalized service and staff insights can be more valuable than technological innovations. This perspective may influence hotel management strategies, encouraging a reevaluation of how resources are allocated and how guest experiences are prioritized.
What's Next?
If adopted, the 'anti-strategy' could lead to significant changes in how hotels operate, potentially reducing operational costs and increasing guest satisfaction through more personalized service. Hotels may begin to reassess their investment in technology and amenities, focusing instead on training and empowering staff. This shift could also prompt a broader industry discussion on the balance between technology and human interaction in hospitality, influencing future trends and strategies.
