Digitalisation as a warm welcome

It is often said that the middle class is disappearing in the hotel industry. Everything seems to revolve around two extremes: luxury hotels with excess or budget concepts competing solely on price. Yet I notice every day that there is room in between.

We believe in quality without fuss. With the opening of our largest hotel to date, at Brussels Airport, our group now has 12 establishments in Belgium and Luxembourg. Occupancy rates are strong, proving that the concept works: three stars, and with comfort and efficiency that perfectly match what guests are looking for today.

Guests want to feel at home, but organised in a smarter way. What they have at home - stable wifi, a good bed, access to their favourite streaming services - they also want with us. That is why we invest heavily in digitalisation, not to replace the human aspect, but to enhance it. Through our app, guests can check in, access their room, discover local tips and find practical information. No queues, no paper forms, no unnecessary waste of time.

We are a three-star product, so we cannot have a concierge for every question. But we do want every guest to be helped quickly. With our digital concierge, we offer suggestions for restaurants, attractions and activities nearby. At the same time, personal contact remains possible at reception. This balance between convenience and proximity makes all the difference.

By deploying technology smartly, we create more time for what really matters: attention to the guest. For us, digitisation is a way of making hospitality easier and warmer. People today mainly want to save time, and if we can give them that time back, we are doing our job well.

We deliberately position ourselves in the middle of the market. No luxury chains or budget lodges, but hotels with a ‘first class’ price-quality ratio. We only build or renovate three-star hotels, with decent beds, a functional bathroom and pleasant furnishings. That's all it should be. At the same time, we maintain flexible pricing: attractive for those who book early, competitive at peak times. This keeps our product accessible and profitable at the same time.

What we are doing today shows that the future of hospitality does not have to be spectacular. No gold taps or marble lobbies, but smart simplicity. A hotel that feels like home, but more practical and efficient. A place where digitisation makes a difference, without losing the warmth.

Our guests are basically just staying at home, only two hundred kilometres away. And that's what makes it so beautiful.

Grégory Marchand
Sales Director B&B Hotels BeLux