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44th | Vol 29 | 2020 | www.hotelier-indonesia.com 131FHA-HORECA TAKESA DEEP DIVE INTOHOSPITALITYEXPERIENTIALTRENDS IN ASIASingapore, In the latest FHA InsiderSpecial report ‘Experiential trendsin hospitality: Behind the scenes’published by FHA-HoReCa, Asia’smost comprehensive industry eventfor hospitality and foodservice supplies,industry experts shared theirinsights on what makes for a successfulhospitality experience. Withthe expected growth of the globalluxury travel market by US$2.5trillion in the next five years andincreasing demand for more personalisationand experiences amongtravellers, Asian hospitality industryplayers have the opportunity tooffer unique concepts and enhancedservices to grow their markets.The report highlighted the growingimportance of storytelling and howauthentic and creatively crafted storiescan contribute significantly tothe success of a F&B or hospitalityestablishment. It also delved intothe growing number of millennialtravellers and their influence on thehospitality industry.Serving up authenticity andmemorable experiencesNoting that just serving a deliciousmeal is no longer the end of an experience,Ben Gregoire, Vice-Presidentof CKP Hospitality Consultants,explained that, “Good hospitalityis all about providing memorableexperiences for guests. Today’s consumersare more discerning thanever.” Gregoire added that establishmentsmust consider every singleaspect of the guest experience —from the initial contact point to themoment they leave.Agreeing, Anurag Bali, AssistantVice-President, Food and Beverage,South East Asia & Australasia ofthe Shangri-La Group added, “It’sall about the guest experience andwell-established, well-run concepts— a strong story.” Pointing out thedining trends now making “a strongstory” across the region, Bali sharedthat restaurants and eateries thatincorporate other elements suchas décor or music, in addition to astrong menu, are also attractingdiners in Asia.Establishments that tell a good storythrough a combination of elementssuch as décor or lighting are whatcurrently attracts guests in Asia.(Photo credit: Shangri-La Group,courtesy of FHA Insider Special)fhahoreca.comIndeed, with consumers more welltravelledand knowledgeable aboutthe flavours of different food or theorigins of certain ingredients, restaurantsstriving for authenticitywill focus more on their food stories.According to Nicole Fall, Founderof Asian Consumer Intelligenceand Head of Trends at Capchavate,this trend has resulted in “a virtuouscycle of restaurants uppingtheir game attempting to recreatedishes as authentically as possible,whereas in the past, there wasmore emphasis on localisation orchanging particular flavours andingredients to suit local palates.”Using technology to engageTechnology is also a great enabler asF&B operators can now use digitaltools to further enhance the customerexperience. Eric Chia, CEO ofcloud-based loyalty software providerAdvocado noted that “while many hospitality serviceproviders are focusing on the operations(efficiency and productivity)side of the business, we see a greatopportunity to use technology togrow, nurture prospective customers,and eventually turn them toloyal fans.” Chia pointed out thatcapturing consumer loyalty in thecurrent digital age is becomingdifficult as well. He advised businessowners who want to achieve“maximum bang for their consumeracquisition buck” to adopt innovativeways to capture and grow theircustomer base.Growing the generationalmarketsWhile millennials are the fastestgrowing segment in the luxurytravel market, the hospitality industryshould also look at cateringto the different age groups suchas the baby boomers. This latesttrend would be an opportunity forthe industry to create services thatwould promote more inclusivityamong diverse age groups.“In the Asian region, for example,generational family holidays arenothing new,” said Asian ConsumerIntelligence’s Fall. “What is newis the recognition that differentages have different needs. Yet untilrelatively recently, families werelumped into the same categorywhether the member was grandmaor the toddler.”Asian Consumer Intelligence predictedthat more emphasis will beplaced on families’ distinctive needswithout falling into the stereotypicaltropes in the future. Consumers,regardless of age group, wouldbe looking for seamless experiences,both ‘in real life’ and online.fhahoreca.com