Some parts of the world, notably China and the Middle East, are showing positive signs in terms of hotel activity. What is the outlook for Europe?
David Kelly - As the roll-out of vaccinations accelerates and travel restrictions are relaxed, we do indeed expect demand for travel to rise sharply. If we consider what we have seen in the Asia-Pacific region, as well as the lessons learnt during the summer months in Europe, we can expect leisure travel to be the first to pick up, followed by business travel, small groups and then larger groups. At our hotels in the Asia-Pacific regionwe note an improvement in demand for business travelparticularly at a domestic level. At the same time, I've spent many years developing the Hilton Group's business in China, and it's clear that Chinese customers have a very strong attraction to international travel. France is home to some of the world's most iconic destinations, and Chinese guests are very attracted to Paris, not least for its rich history and cultural significance. We look forward to welcoming many Chinese visitors back to our hotels in France as travel restrictions ease.
Hard hit by the pandemic, will meetings and events pick up again in the second half of the year? What role will hybrid meetings play in this recovery?
D. K. - Companies are showing their desire to re-establish exchanges in a secure and responsible way. As a result, we know that demand for hybrid meetings - which combine face-to-face and virtual participation - will continue to grow in the months ahead. Nevertheless, there is no substitute for face-to-face interaction and these meetings are a great solution for companies as long as restrictions remain in place. They allow them to bring teams together in smaller groups, while benefiting from the advantages of technology to connect with colleagues in remote locations. We have successfully organised a number of these hybrid events ourselvesThese included one involving face-to-face employees in London and McLean, Virginia, with hundreds of remote employees worldwide. The level of engagement at the various sites and among the remote participants was impressive!
We have successfully organised a number of these hybrid events ourselves, with hundreds of remote employees all over the world.
With this in mind, most of the major hotel groups have developed a dedicated offering for these hybrid meetings. How do Hilton EventReady Hybrid Solutions stand out from the competition?
D. K. - Hilton EventReady Hybrid Solutions is a programme designed to help event organisers create tailor-made hybrid meetingsThis will enable participants in different locations to be brought together easily and flexibly using digital solutions. In certain hotels, this collaborative equipment, together with scenography solutions, will now be available. This means that business leaders will be able to use these spaces to record and broadcast an event in high quality, with some participants attending in person and others joining them from remote locations, in other hotels for example, or from home. In addition, as part of the launch of this programme, we have updated our EventReady Playbook, which is a comprehensive guide to event management. a very practical resource for event organisers. The Playbook provides additional information and advice on how to organise a hybrid meeting in the best possible conditions. Recognising the need for continued flexibility, Hilton EventReady also offers flexible rates, space options and contract terms.
In your opinion, will face-to-face and virtual meetings continue to be used after the pandemic? How will companies integrate these new solutions into the lives of their teams?
D. K. - As long as restrictions remain in place, hybrid meetings are an excellent solution, offering a happy medium between face-to-face and remote meetings. Even though we know that companies are keen to return to face-to-face events we expect to see continued demand for hybrid events as businesses work towards a gradual return to normality.
Along with hybrid meetings, teleworking is another of the major movements to have accelerated with the pandemic. How does your Group intend to respond?
D. K. - Remote working has led to a rise in demand for alternative remote workspaces, and hotels provide an opportunity to meet this demand. Working from home has its advantages, but it can also be difficult, whether due to poor Wi-Fi, an uncomfortable workspace or concentration difficulties. Hotel rooms offer a clean, flexible and distraction-free environment for productive teleworking. Following an initial launch in the US, Canada and the UK, we have now launched WorkSpaces by Hilton throughout the EMEA region. People who want to telework will be able to book a room in a selection of hotels in France via our website.
More generally, will travellers' expectations change radically after months and months without travelling, many of them confined to their screens?
D. K. - More information an increased need for hygiene and cleanlinessIn the future, customers will continue to seek maximum flexibility in their choice of holiday destination, particularly where restrictions remain in place. We have regularly updated our refund and cancellation policies to reflect changes in restrictions and regulations. To give our customers peace of mind, we offer totally flexible booking optionswith free changes and cancellations. Finally, we ensure that our Hilton Honors members can enjoy their points and status for longer. In general, we know that some guests will remain cautious for a long time before travelling, which is why our hotel teams do a remarkable job of finding innovative ways to make our customers feel more comfortable. For example, by using outdoor areas to offer alfresco dining or by offering new in-room experiences, such as drinks tastings and film evenings for those who don't want to return to the dining rooms.
Will health issues be just as important in supporting the recovery?
D. K. - Absolutely. Even if restrictions are relaxed, we are convinced that the issue of hygiene will remain one of the top priorities for travellers when choosing where to stay. That's why last summer we launched the Hilton CleanStay programmeWe are constantly evaluating this programme and will continue to adapt it to ensure that it meets guest expectations, as well as the latest government and health guidelines. We are constantly evaluating this programme and will continue to adapt it to ensure that it meets guests' expectations, as well as the latest guidelines from governments and health bodies. At the same time, we are also seeing increased demand for contactless technology. The digital key, which allows Hilton Honors members to check in, choose their room and unlock their door using our app, has become very popular with the current pandemic. Deployment has accelerated in recent months, and this technology is now available in over 5,100 hotels all over the world.
Do you think that this resumption of meetings will also be accompanied by new measures, such as the requirement for negative tests, or even digital health passports like those introduced in the airline industry?
D. K. - Rapid deployment of vaccination is an important factor in facilitating the return of travellers, and we are already seeing the positive impact of this in countries such as Israel and the United Arab Emirates. The vaccination situation in the region - and indeed the world - is very varied, and each region must be carefully analysed to establish the best approach to enable travellers to travel safely again.
