Infusing hotel elegance into multifamily residences for a remarkable resident experience.

Validation which includes being seen, heard and taken care of is important for Gen Z, but in my opinion I think that statement really is what every human wants, not just a specific generation. We live in a world where everyone wants control of their own schedule to their own choices that hopefully make their every day life simpler; from purchases to experiences. Many ways to elevate a customers experience is the ability to give personalization through technology, but what if that is not the only way we elevate the customers experience? 

The travel/hotel industry is one of the largest and most influential on earth, so much so they are ahead of the multifamily industry by miles when it comes to trends and the wants of consumers.

Over the last several weeks, I have had the opportunity to dig deep into the Travel industry Trends and read more into the Student Housing Sector which is specific to Gen Z. Although both arenas mentioned prior are important, the biggest take away is, no matter the age or demographic, we all want the same type of experience.

Taking a page out of the Travel World Book on the trends they are seeing: perhaps we as Multifamily can put a new page in our book.

Travel Industry Trend #1

Contactless and mobile check-in: Let guests bypass the front desk and go straight to their rooms with a contactless check in which provides a digital room key on a guest's smartphone instantly.

Multifamily Angle:

We have all experienced this every time we go to a conference, we can even check in on our app prior to approval, further more select the room and floor you wish to be located on. Have we thought about the opportunity to create an experience for residents? Don't look at it like, I wont "see" my resident. The resident actually feels "seen" when their experience is how they prefer it. This doesn't mean every resident wishes to choose this option, but what if the new resident did want this experience, but yet they had to stop into the office and it created a moment of friction? The benefit is residents are able to move in during a stressful time in their life smoothly.

Travel Industry Trend #2

Lobby grab-and-go: These self-service "markets" allow guests to quickly purchase F&B at a self-checkout, which saves on staffing costs and helps hotel outlets compete with supermarkets and quick-service restaurants. If you want to bring this awesome tech to your hotel, look no further than Impulsify.

Multifamily Angle:

Impulsify isn't the only company, but they are certainly in the multifamily market already. Residents want convenience in every aspect of their life. Offering the opportunity for them to grab food or any other items: paper towels, cleaners etc creates the chance for residents to feel their home is more than just somewhere they are sleeping or living. This creates community and a chance for onsite team members or other residents to connect.

Travel Industry Trend #3

Personalization: Hotels collect a slew of data about guests, but hoteliers rarely use that data to personalize the guest experience. With new customer relationship management tools , hotels can pull data points out of the cloud and into the guest room to create a more tailored experience.

Multifamily Angle:

We are beginning to know more and more about our prospects and residents; really anyone who is searching for a new home. There is technology out there where information about someone is at your finger tips. What if communities purchased a 32 inch tv, set it up, personalized the screen with guest likes for when they moved in. Think about the experience we recieve when we walk into a hotel room. Our name may be on the screen or perhaps it even says your favorite show is available or better yet, what if each home had a In-room tablet messaging screen. Crave is just one example and they show in Hotels the data they have collected over 90% of guests will interact with their tablets, giving you an extremely high engagement communication channel. We have the opportunity to do the same.

Travel Industry Trend #4

Coffee culture enters hospitality: A growing segment of coffee connoisseurs literally will travel for coffee, or at least they expect a higher standard of coffee in the guest room.

Multifamily Angle:

Residents are seeking new experiences, whether through wellness, outdoor activities, or a specific interest like sports or music. Today's resident isn't just about the 4 walls they are renting, they are open minded, looking for something new and different. Create a coffee or tea bar inside your community center, have a connoisseur stop by for prospects or residents to join? Create an experience, everyone loves coffee or tea!

Travel Industry Trend #5

Rise of influencers: Popular social media profiles aren't just racking up the "likes," but also earning income by posting advertisements as marketing partners for hotels, airlines, and other travel brands. According to the travel industry: one of their personal favorite influencer apps is Cameo. If you haven't tried it, you're missing out, so they say. You can hire celebs like Snoop Dogg to make you personal videos - it's gold.

Multifamily Angle:

Out with craigslist and marketplace; in with influencers. The rise is not just for big businesses, we see it every day as each of us scrolls any form of social media. Once again residents and prospects are looking for validation, we want to know we are making a good choice and what we saw online is true. What is it truly like to live there, residents want to experience the vibe prior to signing the lease, Look into influencers locally that can help spread the word and experience your community has to offer.

Now those may be some new trends we can take advantage of, but when it comes to designing your community, a new lease up or even making small renovations; what are even small changes that can have a large impact?

Personally, my local community is building a new 4 story parking deck in a popular downtown area. They are seeking artists to submit their designs to be painted on the side of the deck. Ever thought of asking the community or perhaps a resident knows someone who would like to create a mural or art around your community? This even becomes a photographic opportunity which turns into a social media opportunity. Think; less big box, cookie cutter and more boutique; customized.

Another small change, is simple and cost effective: greenery. Adding plants throughout the community and in the new residents home will bring a warm welcoming feeling.

Lastly, we have all heard more community spaces is what many are looking for. All types of generations crave community and interaction with others. Create spaces like general work tables, podcast rooms, crafting rooms, art rooms are just a few that bring people together with common interests.

The key to remember is to look outside our industry, take risks, try something new, don't follow the crowd. Become the leader in the space! Take the opportunity to stand out above and beyond your competition. Residents have choices and every day those choices are placed in front of them whether that is subconsciously or they are directly on the search for their wants and needs. Don't get left behind, stand in front of the customers and be listening to their desires.