Standardization is dead – long live standardization!

The world is as connected as it has ever been, and I think we can all largely agree that that is a good thing. The freedom of being able to travel to almost every corner of the world at your own discretion is something that we have gotten used to and globalization has facilitated this in the past years. 

 What is also true is that globalization has made things more similar, more standardized – especially in the hotel business. The famous “cookie cutter” trap of trying to comfort guests by providing a standardized product wherever they go, has led us as an industry to maybe have gotten a little too comfortable with the way hotels look, feel and work. That being said, I have recently started feeling a shift in what is done and how it is done, not just with the rise of lifestyle brands but on a broader scale. Here’s my take on what’s ahead. 

The essence of standardization

The process of making something conform to a standard best describes the notion of standardization. In relation to travel, this can be applied to all senses, the way a trip or a stay at a hotel looks and feels. The activities influencing this naturally range from the way that staff speak to you, to what the hotel looks and perhaps even smells like. 

A recent study surveying 8000 travelers across Europe has shown that more than one-third of travelers want to become part of the local culture and community in some way or another when travelling. Beyond that, every fifth survey respondent said that a good ambiance driven by factors like music and décor influences their hotel choice. Both results clearly indicate that travel is shifting to becoming a more individualized experience that is all about soft standards and a human connection. 

The hotel example

For decades the hotel industry has been committed to growth. Many hotel companies add a variety of hotels to their portfolio every year and have made a point particularly growing their so-called legacy brands in recent times, looking to provide guests with a similar experience wherever they go. This standardized approach gave guests a sense of security that wherever they were travelling, they could expect the same or a very similar product and service. 

The truth is, we have also been so focused on standardization because it works just that much better for our traditional business model. The reality is that changing away from that model offers unparalleled opportunities of additional revenue in areas such as F&B, Wellness, Co-Working and on-site events that we need to ask ourselves the question whether standardization isn't in fact hindering us at times.  

A clear shift in customer expectations has also taken place, to the point where guests expect us to offer more than just a standardized product, but instead now often want a localized experience fueled by cultural influences. But how do we implement this?

The inspiration of individualization

Public spaces have always been a particular challenge, despite some hotels putting a lot of effort and resources into making their public areas livelier. As a new generation of traveler started coming to hotels, the whole concept of these spaces has changed dramatically, to the point where especially the lobby has become a multi-purpose hub, which caters to our guests’ and teams’ needs in every way. From F&B to Co-Working to event location: It’s all in one place now and has really brought some common areas in hotels to life in an incredible way. 

Individualization is a powerful new message we are trying to send to our guests and teams, through which we are trying to unify our products and services. Through personalized events and local activations, we have seen guests build a much more rooted connection with the location and hotel they are staying at. Removing elements of standardization that interfere with the path of individualization is a bold move from a business model perspective, but in my opinion is a risk worth taking for the benefit of your teams and guests. 

I am particularly thrilled that we are also seeing new brands on the playing field that are making a personalized product approach to this “new standard” of individualization. From new so-called conversion brands that purposefully convert hotels, to brands that are focused on the idea of being a collection of individual properties, with no pre-defined room size and a localized service culture, guests are seeking these kinds of unfiltered experiences today. 

Challenge yourself

If I can leave you with anything, let me leave you with this: Do you think standardization is dead? I don’t. But we need to be smarter about it. Does the exact number of square meters per room really matter? Do we really want our staff to communicate with our guests the exact same way everywhere they go or wouldn’t we much rather foster real human connections? Do guests really still want the exact same croissant in every hotel they visit around the world, instead of local pastry? 

How about some new standards, instead of the old and traditional ones: The best product and quality, regardless of shape and immediate size. Or giving our staff the tools and skills to create individual experiences, rather than standardized ones. 

Now that I have shared my thoughts on standardization, I encourage you to tell me yours. I'd be curious to hear what level of standardization you are looking for when travelling and whether individualization is a unique selling proposition for you or not.