Curator Hotel & Resort Collection president talks travel trends [INTERVIEW]

For many, this year will hopefully open the doors to increased travel opportunities. We have a pent-up appetite to get out and explore, but there’s still uncertainty in the world and some hesitancy about the future.

As to travel industry trends, I turned to Jennifer Barnwell, President of Curator Hotel & Resort Collection for some insight. Barnwell has a strong background in hospitality, particularly on the business side of the arena, from acquisitions to ownership and redevelopment. After graduating from The School of Hotel Administration at Cornell University, she worked for Tishman Hotel & Realty LP and Peninsula Real Estate LLC in New York City. She then moved to Washington, D.C., where she oversaw hotels on the West Coast as an Asset Manager with Pebblebrook Hotel Trust, a leading real estate investment trust and the lead founding member of Curator Hotel & Resort Collection. 

When Curator launched in November 2020, Barnwell assumed the role of its President. She also currently serves on the Board of Advisors for the Boutique Lifestyle Leaders Association and is a member of the Advisory Committee ForWard (Women Advancing Hospitality).

Barnwell explains that Curator’s goal is motivated by the desire “to give hotels and small brands an alternative to consolidation and saturation, while providing them with the support that comes with belonging to a larger collection of like-minded properties.” She adds, “Members can get access to top contracts, services, products and technology to gain efficiencies, generate cost savings and benefits, and increase asset value – all while retaining their unique DNA.”

Curator currently has 87 member hotels, an impressive growth record since launching with 31 independent hotels and resorts. Each member must be an independent property and have an average of 3.5 stars and above in online ratings in order to be considered for inclusion in the collection. The company has also added its first dining experience member, the Napa Valley Wine Train. Barnwell expects to reach 100 members over the next few months. 

Travelers can view the properties on the collection’s website and search for the ideal hotel by experience, such as Downtown Destinations, Waterfront, Spa, Golf, Kid-Friendly or Culinary Gems. Or they can peruse by actual destination and be inspired by the property’s features, strong visuals and detailed descriptions. There’s no membership requirement for potential guests. 

Barnwell predicts that this year the demand for resorts and drive-to locations will be strong. And there will continue to be a growing demand for independent lifestyle hotels, as people seek out experiential travel and an environment suited for their needs, whether it’s skiing, hiking, the beach or relaxing. She notes that it’s all about personalized, tailor made trips, curated to travelers’ interests.

She also feels that the off-season doesn’t hold as much weight as it once did, due to the fact that many travelers have more flexible work dynamics. They can book all year round, instead of being confined to the holidays, school breaks and summer vacations. 

In Barnwell’s view, domestic travel is here to stay. “We are seeing independent hotels diversifying their culinary offerings, wellness and on-property experiences,” she says. “This was originally a trend that increased during the start of the pandemic as travelers were unable – or it was quite difficult to – travel internationally.”  

This is also the case with road trips. Travelers are eager to discover new places in their surroundings, especially as the U.S. is home to wonderful natural landscapes. Many of the country’s national parks have had unprecedented numbers of visitors in the past two years. Plus, there are numerous new options now for traveling on the road. 

Adventure travel will continue to be popular, as people seek outdoor activities and bucket-list experiences after being unable to travel or unsure about traveling for some time. “Many properties are merging adventure with luxury, too,” says Barnwell. “One of our new members, Gateway Canyons Resort, is an example. There, travelers can enjoy outdoor adventures such as off-road touring, horseback riding and mountain biking and then retreat to beautiful accommodations.”

Leisure destinations (warm and cold weather) will continue to do well with bookings, according to Barnwell, especially in hot spots like California, Colorado, Florida, Hawaii and Vermont. And domestic travelers are now more open to destinations they would have otherwise not considered. She notes that the Pacific Northwest is growing in popularity, as is the Midwest, along with suburban or rural getaways outside the urban core.

The question in Barnwell’s mind though is when urban centers like San Francisco and Washington, D.C. will fully recover, as they’ve had a tough go of it over the past two years. And she points out that it’s also been challenging for cruise companies. “We appreciate the demand that cruises can bring in for pre or post stays at some of our hotels, so we certainly hope the industry can get back on sure footing soon,” she adds.

As for group travel, Barnwell predicts that leisure tours will pick up speed this year. She notes that the tour operators will need to continue to stay informed and navigate any local restrictions that may apply to large groups and events. In her opinion, this type of travel experience offers individuals the opportunity to enjoy connecting with others, while learning about a new destination in a structured way, which can be very appealing. 

When it comes to business travel, Barnwell believes that people want to get back on the road again and get together whether it’s for social events or business meetings. “Meeting in person is special,” she says. “There is a connection that does not translate over video or phone.”

With regards to how hotels are handling health and safety concerns, Barnwell emphasizes the need for properties to offer guests an array of choices. Some will want mobile check-in and mobile keys; others may stipulate they don’t want anyone in their room for cleaning. And when they’re dining, for example, they might prefer to be given electronic menus.

“As an industry, we are cautiously optimistic, while also continuing to feel exhausted by what we’ve been through,” comments Barnwell. “Property teams have been working tirelessly to keep operations going while dealing with major labor challenges. But there is no doubt that travel will come back, including business travel. And our industry is ready to continue to give guests memorable experiences.”

Images courtesy of Curator Hotel & Resort Collection. Feature photo, L’Auberge del Mar.