01/02/2007 08:53:00 AM 
Companies are looking to create new experiences that reflect changing attitudes, demographics and lifestyle, from the re-definition of luxury to the identification of new lifestyle needs like extreme sports.
1. Redefining luxury
Ritz-Carlton is planning to add some informality to its brand-understanding that luxury is being redefined by a new generation.
Look for other top end hotels to follow Ritz's lead in 2007
2. Extending luxury brands into hotels
Bulgari, the Italian jeweler has been projecting its brand into hotels and is developing a new resort on the island of Bali.
Other luxury brands will consider moving into the hotel market in 2007, it's a great branding tool. We may even see a brand like Mercedes make a move into this territory.
3. A new hotel for a new type of lifestyle
Extreme Hotels believe there's an underserved market with the generation who grew up with and participate in extreme sports and has just opened its first hotel in Cape Town, South Africa, to cater for that market.
As interests continue to fragment, there will be considerable opportunities for hotel operators to cater for these segments- the large brands will offer tailored packages and more niche players, like Extreme will find other opportunities for stand alone hotels.
4. Going beyond the boutique
Ian Schrager, the godfather of the boutique hotel concept is back in the business with a 180 degree twist on his original concepts. His latest, the Gramercy Park Hotel, a destination where modern opulence has been taken to dramatic extremes.
Schrager, after some years away from the hotel scene, has bounced back to lead the pack. Given that his original ideas were taken to the mass market by Starwood's W, Starwood will looking at Gramercy to see what it means for their chain. In addition, there will be a number of other companies looking to "out-Schrager", Schrager and develop brands that can take on the mantle of the coolest hotels in New York and LA.
5. Savoring the unpredictable
Hotel Luise in Berlin is for those who are into making unique personal statements and pushing rigidly against the formulaic and predictable. Luise is a 40 room hotel, where each room is uniquely designed, there's even a room designed like a cartoon.
Germany currently has a handful of hotels like the Luise, look for this idea to extend in France, Netherlands, Scandinavia and the UK, before making an appearance in the US sometime in 2008.
6. Catering for the "extended family"
PetsMart is turning pet hotels into a nice revenue generator, understanding that people have no limit when it comes to pampering the family pet. The company currently operates 62 hotels and has plans for 400. Pets get lambswool blankets, TV and room service.
In 2007, look for brands in the pet space to want to play with PetsMart's hotels as a marketing tool and look for smaller players to bring higher levels of service into the space.
7. The Jet Blue of Hotels
Another interesting market is at the value end of the business, some hotel operators are looking to create a Jet Blue like alternative in the category. One interesting example is The Hoxton in London. Founded by one of the creators of the Pret a Manager sandwich chain, the hotel provides affordable luxury in what it calls an Urban Lodge.
2007 will see a number of players looking to capitalize on the value end of the market by trying to redefine it.
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