NORTH PALM BEACH, FL—Driftwood Hospitality Management conducted its first quarterly trend report, surveying each property in its portfolio on a variety of topics, from the needs of Millennials to new food and beverage initiatives.
More than 80% of the company’s general managers responded; 45% represent urban hotels and 33% represent Interstate properties. More than half of the responses came from full-service hotels, with the remaining split between focused service and extended stay.
“After implementing this new survey process, we are now better able to gauge where our portfolio stands collectively and ensure we remain at the forefront of the industry when it comes to anticipating emerging business trends,” said Brian Quinn, Driftwood’s EVP/development.
Among the findings: Nearly 64% of GMs polled embraced green programs this year; 73% indicated their F&B department made an effort to incorporate healthier menu offerings in 2013; 85% believe online review sites and social media are “very important” as part of a marketing and guest-relations strategy; and 43% believe price is the number-one concern of Millennial travelers when choosing where to stay for leisure travel