Once upon a time, the lodging industry was so simple. We built structures for travel respite and guest congregation. We started on well-traveled routes, moved into population centers and established unique, upscale accommodation for the many global resort sites of interest and intrigue. But, it was not enough! We learned that our guest wanted more; they sought a hospitality experience which was different, fresh and authentic. So, hoteliers tried to build that distinction into their brands, some successfully.
Then, some wily entrepreneurs, much like Airbnb, turned the entire experience model on its’ head. They saw that people wanted some adventure and unique experiences which tickled the senses. So, entire new “lodging” communities and options were introduced, everywhere in the world. You still had a choice with a standard hotel scene or someone’s spare bedroom, treehouse or yurt. Plus, you now had ready access to those electric/eclectic enclaves to savor the many flavors of that local community.
However, there was a middle ground which had yet to be explored. There is a sense of comfort with a hotel room, for there are few surprises. And, yet, one still has a sense of adventure, a chance to explore. Can that gulf be bridged? It sure can with a new product/service, brought to you by Scandic Hotels. As Hospitality Business News announced, “In an effort to bring innovation to the hotel industry and offer unique solutions for guests, the Nordic hotel chain Scandic is launching a mobile hotel – Scandic To Go – available at any location a guest desires”.
Recognizing that many lodging decisions are based upon selecting a destination first, they have flipped that assumption and said, essentially, you pick the location, and we will be there. “Scandic To Go consists of two mobile hotel rooms, both 18 sqm, with an attached terrace. The rooms are equipped with two 90 cm beds, a small seating area and all kinds of amenities such as TV, free wifi and air conditioning, as well as a fully equipped bathroom…”
With a finger on the pulse of the experiential driven public, they may have uncovered a niche. “We see a strong trend that people are looking for different experiences, something that is unique and tailor made. With a modern, mobile and fully equipped hotel which can be booked anywhere a guest wishes, we hope to attract guests from abroad who want to experience the Nordic countries in a different way, as well as all those looking for that little extra for a truly memorable experience,” says Johan Michelson, VP Brand & Marketing at Scandic Hotels.
We already have life on the road with RV’s, trailers and modular homes we see on our highways. Now, we might hear from our backseat drivers, “Look, Ma – see that Scandic hotel room we just passed”. Not too farfetched and pretty cool!
John Hendrie is the author of the LRA blog, focusing on anything and everything about customer experience. LRA Worldwide is the leading global provider of Customer Experience Measurement services for multinational companies with complex customer interactions. For over 30 years, LRA’s innovative brand standards audits, quality assurance inspections, mystery shopping programs, research, and consulting services have helped ensure our clients deliver consistent, memorable, and differentiated experiences to their customers. Many of the world's preeminent global hospitality brands, as well as companies in the gaming, dining, healthcare, sports and entertainment, real estate, retail and travel industries choose LRA to help them measure and improve the customer experience. For more information, visit www.LRAWorldwide.com.
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