{"id":1427,"date":"2016-01-21T08:05:13","date_gmt":"2016-01-21T08:05:13","guid":{"rendered":"https:\/\/innovationlab.net\/?p=1427"},"modified":"2018-07-05T08:31:27","modified_gmt":"2018-07-05T08:31:27","slug":"hotel-innovation","status":"publish","type":"post","link":"https:\/\/innovationlab.dk\/blog\/hotel-innovation\/","title":{"rendered":"Hotel innovation"},"content":{"rendered":"

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I l\u00f8bet af de seneste \u00e5r er der \u00e5bnet en masse fantastiske hoteller verden over. I takt med at overnatningsmulighederne bliver mere mangfoldige er mange udbydere ogs\u00e5 begyndt at kigge p\u00e5 mere alternative l\u00f8sninger, som kan matche dagens mere udfordrende turistsegment.<\/p>\n\n <\/div>

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Stigende forventninger<\/h3>\n

Forventningerne og kravene til overnatning stiger, og turister vil have meget mere end bare et sted at overnatte. 21c Museum hoteller har skabt et koncept hvor deres g\u00e6ster kan overnatte i kunst hvor historien bag udspiller sig foran ens \u00f8jne. Kunsten omkranser hele oplevelsen og de har bevist at nutidens turister er sultne efter noget nyt og anderledes.<\/p>\n

21c Museum hoteller er lang fra de f\u00f8rste som fors\u00f8ger sig med en anderledes vinkel p\u00e5 overnatning, men de har gjort et godt fors\u00f8g p\u00e5 at vise at innovation kan v\u00e6re et konkurrencefremmende element og rentabelt i overnatningsbranchen.<\/p>\n\n <\/div>

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P\u00e5 et af 21c museum hoteller i Louisville, KY kan man booke et rum hvor man kan sove i en installation lavet af New York kunstnerne Jonah Freeman and Justin Lowe, som tilbyder g\u00e6sterne en komplet fordybende kunstoplevelse.<\/p>\n<\/div>\n <\/div>\n <\/div>\n

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Hoteller i tr\u00e6toppene<\/h3>\n

Treetop hoteller skyder op som et nichemarked flere steder i verden blandt andet i Frankrig, Brasilien, Thailand, Chile, Kina, Sydafrika, Peru og Costa Rica. Mest fremme p\u00e5 markedet er dog vores svenske naboer og med deres design er barren for alternativ overnatning virkelig sat, og den er sat t\u00e5rnh\u00f8jt i toppen af et tr\u00e6. De svenske arkitekter Tham & Videg\u00e5rd har designet et helt specielt treetop hotel kaldet Mirrorcube. I en spejlkonstellation kan du bo kamufleret i skoven og f\u00e5 en oplevelse af at forsvinde ind i naturen. Mirrorcube reflekterer alt natur omkring sig og er blevet en sp\u00e6ndende afl\u00f8ser fra de traditionelle og succesfulde ishoteller.<\/p>\n\n <\/div>

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Scandic Hotel – Overnatning i to-go format<\/h3>\n

Scandic har ogs\u00e5 taget et valg for at komme mere p\u00e5 banen med nye overnatningsl\u00f8sninger. De har meget tidssvarende lavet et koncept som de har kaldt Scandic to-go, som matcher den nysgerrige og meget mobile turist. Formen for deres l\u00f8sning er et mobilt pop-up hotelv\u00e6relse i en container som de flytter rundt i verden. Containeren har en dobbeltseng, terrasse, badev\u00e6relse med bad, Wi-Fi, aircondition og morgenmad bragt til d\u00f8ren. Her kommer du til at bo steder som ikke er muligt ellers og f\u00e5r en helt unik oplevelse som for eksempel at sove blandt dyrene i K\u00f8benhavn Zoo, bo i centrum p\u00e5 Manhattan i rush-hour eller to meter fra vandet i stilheden i Geiranger i Norge.<\/p>\n\n <\/div>

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Droog – Oplevelser i centrum<\/h3>\n

Vi har tidligere skrevet om Droog Hotel i Amsterdam<\/a> der med stor succes inddrager flere oplevelseselementer i deres design og i deres daglige brug af faciliteter. L\u00e6s om “Hotellet” der er en st\u00f8rre eventakt\u00f8r i omr\u00e5det, en popul\u00e6r designbutik, museum, en uforudsigelig restaurant og hotel. Alt sammen kreativt kombineret i en nyt\u00e6nkende tilgang til at drive hotel.<\/p>\n\n <\/div>

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Shelter – nyt\u00e6nkning af overnatning i naturen<\/h3>\n

Det er ikke kun indenfor hoteller der sker nyt\u00e6nkning og innovation. De danske shelters har med st\u00f8tte fra bl.a. Friluftsr\u00e5det f\u00e5et udviklet en r\u00e6kke nye overnatningessteder.<\/p>\n

I forhold til de normale shelters er den danske udgave i Det Sydfynske \u00d8hav blevet v\u00e6sentlig opgraderet. Som led i en friluftsstrategi udarbejdet af Naturturisme har man opsat shelters med design, funktionalitet og udtryk i fokus. Form\u00e5let er at tiltr\u00e6kke nye brugergrupper, ogs\u00e5 uden for sommers\u00e6sonen, og det er ogs\u00e5 en af grunden til at de er placeret t\u00e6t p\u00e5 kysten hvor mange andre shelters ikke er. Med de 19 shelters s\u00e6rlige placering langs kysten i Det Sydfynske \u00d8hav er de helt sikkert attraktive for mange turister, som leder efter anderledes oplevelser ved den smukke dansk kyst.<\/p>\n\n <\/div>

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Turister, g\u00e6ster og forbrugere<\/h3>\n

Det er ikke kun i forhold til hoteller at turister forventer mere. Nutidens turister og rejsende er spejlinger af den moderne forbruger. G\u00e6ster er forbrugere der eftersp\u00f8rger oplevelser, historie og (ja det er stadig relevant) autenticitet.<\/p>\n

B\u00e5de n\u00e5r de er ude og rejse og n\u00e5r de er hjemme jagter den moderne forbruger, mere eller mindre bevidst, oplevelser der skiller sig ud, og som leverer en oplevet merv\u00e6rdi. Med et stadigt stigende \u00f8nske om at f\u00e5 vores verden udfordret i trygge rammer og at indsamle oplevelser der leverer social-, kulturel- eller emotionel v\u00e6rdi. S\u00e5ledes kan hoteller, destinationer, virksomheder og brands med fordel levere koncepter der p\u00e5virker g\u00e6sten, og som skaber minder og f\u00f8lelser.<\/p>\n\n <\/div>

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Brand som oplevelsescentral<\/h3>\n

Nike er en stor spiller indenfor alverdens sportsgrene, men inden for hurtigt voksende segmenter som surfing, freestyle skil\u00f8b og andre action pr\u00e6gede sportsgrene var Nike mindre kendt. Med udviklingen af deres brand Nike 6.0 \u00f8nskede de at komme ind p\u00e5 et marked, hvor atleter og ud\u00f8vere havde negative konnotationer i forhold til Nike som brand, da de associerede sko- og t\u00f8jgiganten med l\u00f8bere, boldspillere o.l.<\/p>\n

For at p\u00e5virke milj\u00f8et positivt, for at skabe f\u00f8lelser og sociale relationer oprettede Nike derfor forskellige brand-houses, hvoraf et af dem fik en attraktiv placering ved vandet i Hossegor, Europas Hawaii for surfere.\u00a0I Nike Round House 6.0 boede s\u00e5ledes Nike sponsorerede surfere, men deres hus var \u00e5bnet for offentligheden.<\/p>\n\n <\/div>

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Alle kunne s\u00e5ledes komme og g\u00e5 i huset, der havde gratis wifi, adgang til en swimmingpool, storsk\u00e6rm til surfvideoer og meget andet. Huset var desuden v\u00e6rt for ugentlige fester med live bands og fri bar. JO der var strategisk placerede produkter, logos og andet, men der var ikke salg af Nike produkter og huset fungerende mere som et indblik i livet som professionel surfer, som livsnyder. Derudover fungerede huset som samlingspunkt og oplevelsescentral for b\u00e5de g\u00e6ster, turister og lokale.<\/p>\n<\/div>\n <\/div>\n <\/div>\n

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Om I \u00f8nsker at differentiere jer fra konkurrenten eller om I \u00f8nsker at skabe f\u00f8lelser og relationer hos g\u00e6sten og forbrugeren, s\u00e5 kan I med fordel benytte oplevelser i jeres branding og kommunikation.<\/p>\n\n <\/div>[\/vc_column][\/vc_row]<\/p>\n<\/section>","protected":false},"excerpt":{"rendered":"

Overnatning som udtryksmiddel og differentiering<\/p>\n","protected":false},"author":22,"featured_media":1434,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":"","_jetpack_memberships_contains_paid_content":false},"categories":[11],"tags":[122,221],"acf":[],"yoast_head":"\nHotel innovation - Innovation Lab<\/title>\n<meta name=\"description\" content=\"Innovation i hitelbranchen - hvordan man benytter overnatning som udtryksmiddel og differentiering\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/innovationlab.dk\/blog\/hotel-innovation\/\" \/>\n<meta property=\"og:locale\" content=\"da_DK\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Hotel innovation - Innovation Lab\" \/>\n<meta property=\"og:description\" content=\"Innovation i hitelbranchen - 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