It has been a while since I wrote a product feature post. A friend and me were having a conversation about the accommodation industry near airports. The Delhi airport has a neat strip of Airport hotels at the AeroCity area – mostly standard chain hotels such as Ibis, Lemon Tree etc. This is not quite true of all metros. Chennai has a couple, but mostly high end. Mumbai is slightly better, but the others just do not cut it. Bangalore has very few.
When it comes to Tier 1 cities, there are at least options in the city, but when it comes to Tier 2 towns, the need for a standardized hotel near the airport is much more. These are places, where the business traveller needs to fly in, stay, finish his work, and fly out, quickly – sometimes the same day.
So, I envisioned a chain like Oyo starting a vertical called Oyo airport. Let me attempt to list down the specific features that such a property should have.
Proximity to the airport. This should be extremely close to the airport. It should be close enough that, at the end of the day, the traveller, having checked out of the Oyo Airport, should be a few minutes away from the airport.
Shuttles to the airport. This is paramount. It should be a brain dead simple thing that the traveller should not even think about. When booking an airport oyo, the traveller should have an affordance to enter his incoming flight number (and outgoing, if he has already a return ticket). Technology should enable the concierge at the airport hotel to send the details of the cab/shuttle/van to the traveller. The same affordance stands for his return trip back to the airport.
Flexible check-in times. People fly in at all kinds of hours. The check-in policy should be 24 hours.
Flexible stay durations. There should be options to be able to book a room for half a day or other intervals. There are many a time, when the traveller would be arriving at a very late night flight. He needs a few hours shut-eye, and a shower, and he would be off for his work. The traveller might not return to his room at all. So why pay for 24 hours.
International flights. Most international flights have long layovers. So the same point as the previous should hold good. Check-in at 11PM and checkout at 4AM. Why would I have to pay for 24 hours. Technology should also be able to help in allocating ground floor rooms for these travellers, so as to not disturb other guests. Room accessibility should also be taken care of, since these travellers would be travelling with large suit cases and bags.
Food. Considering the uniqueness of timings of this kind of a hotel, there should be available a 24 hour cafe – serving light eats at all times, and breakfast, lunch, and dinner at specific times.
Concierge cab services. Given that, folks are flying in, and mostly for business, these travellers would most likely need cab bookings done. An integration with a service like Ola b2b services, to be able to make cab bookings in advance.
Oyo Airport vertical should ideally be in the premium segment, given the fact that, most people staying here are flying in, which is a higher spend demographic.
Tie-ups could be made with airlines for check-in kiosks in the lobby as well.
Tie-ups with flight+hotel deals with LCCs such as Indigo and Spice, could result in very high intent customers, leading to win-win for the airline and the hotel.
There were serviced apartments that started popping up in cities like Bangalore a few years back. These were good alternatives to expensive full service hotels. A lot of frequent IT travelers liked these service apartments, because they were really good quality rooms, and they were inexpensive because they were no-frills. No service. Mostly no restaurants attached. This fit their bill perfectly.
But there was a problem. These service apartments were unorganized. You could only book them by calling them by phone. Some of them had a website, but most did not. Discoverability was a problem. This is being solved by a slew of new start-ups like OyoRooms, Ziproom, and stayzilla.
Now, allow me to add one more level of complexity into this problem – which could be a potential area where start-ups can spring up.
Personalized rooms. Seasoned business travelers love service apartments because of their no-frills approach, and are the ones who are fueling the reservation of these rooms through the new startups. But that does not mean to say that these travelers would not mind some personalization.Let me list a couple of immediate ideas that come to mind:
Toiletries – For those who follow me on twitter, you would notice that this is a big peeve of mine. I am not a big business traveler, but I get irritated every time I am put through the “you-cannot-carry-toiletries-in-cabin-baggage’. This is the biggest bummer that happened after 9/11 in the US (which naturally percolated internationally). I would love to not carry toiletries at all during international travel. And you might ask – hey most hotels give you soap and some of them give you paste. I would want my brands to be there – cinthol/dettol soap + vicco tooth paste + fresh new brush + gillete mach3 razor+blade (disposable is fine) + nivea after shave gel. Now, if this is an add-on package to any of the room booking start-ups, I would glad plonk money on it.
Travel – What if I can book a day cab or a cab for airport/station pickup or whatever need I have, while booking the room. Would that not be awesome? Sure, again, you might ask me, I could always use Uber/Ola/whatever to get the cabs on demand. But when I am on a business trip, I would like everything to be perfectly planned. I may sound pompous here – but I want my car waiting for me every time I want it. I would not want to be fiddling with my phone and getting a “No cars in your vicinity” message and getting stressed about it. Sure, the hotel could very well book an uber/ola on my behalf – I dont care, but I want it to be waiting for me.
Food – What if the hotel can offer me a fixed simple veg meal when I return back to my room at 8:30PM. A simple Mast Kalandar HP2 would be perfectly fine. But I would not want to be the one ordering it on the way back to my hotel, and giving directions, picking it up, paying, and all of that. It would be so much value for money for me to just get into the hotel, my food is waiting ‘hot’ in the reception, for me to take to my room, and have it in peace. Sure, the hotel can tie up with swiggy,mastkalandar, urbanspoon, whatever. They can even ask me where I want the food from. But again, sounding as pompous as I can, I want the food waiting for me, when I get to my room, after a tiring day. Hey they can get fancy too – they can save my preferences, and just confirm if I would like to order the same as last time. I know a lot of travelers do that. You could get fancier, by enabling the service apartment reception to call you once just to confirm if you would be needing dinner (what if – you suddenly get pulled into a client dinner type situation); or perhaps a push notification on your phone. A lot of stuff can be done in this area.
Well, enough dreaming for now. Got to get to my boring day job. 🙂