Understanding social group journey | Revinate


Karen Stephens: Hey and welcome everybody to the Resort Second podcast. I’m your host, Karen Stephens, the CRO of Revinate, and I’m very excited to be joined at the moment with Philip Bates. So, Philip Bates is the CEO of TMC Hospitality. Welcome, Philip.

Philip Bates: Thanks, Karen. It’s a pleasure to be right here.

Karen Stephens: It’s very thrilling. We’re into 2023. You’re the first podcast visitor of 2023, and we’re able to rock.

Philip Bates: Superior. It’s an honor, and um, I’m completely satisfied to be in 23.

Karen Stephens: Yeah, proper? 2022 was an fascinating 12 months, uh, I’m certain for all of us. Um, yeah, and we’re gonna leap into all of that good things. I do know we’ve loads to speak about. Uh, however earlier than we get to that, I’ve 5 questions that I ask all of my friends. So, I hoped we may heat up with these simply so all people will get just a little bit extra of an concept of, of who you might be and, and what you do. Is that each one proper?

Philip Bates: Completely.

Karen Stephens: Okay, nice. So the very first query, uh, when did you begin working within the trade, and do you bear in mind your very first day on the job?

Philip Bates: That’s an awesome one. Um, I began in 2013, and I truly began shopping for, began by shopping for Airbnbs. And so my first day on the job was um, buying a home in Orange County, California. And I bear in mind form of strolling as much as the garden and being like, “What are we gonna do right here?” Um, and, and, uh, and, and it was, yeah, it was enjoyable.

We like transformed it, and we, we purchased FF&E, and we discovered how one can promote it, and it was, it, it ended up being fairly cool. It’s a, it’s a great reminiscence.

Karen Stephens: Wow. That’s actually cool. You already know what, I even have an Airbnb myself. I’ve a, a cabin up in Tahoe, um, that I used to stay in.

Philip Bates: Oh, nice market.

Karen Stephens: Yeah, it’s incredible. Nevertheless it’s, wow, that’s, it’s actually a crash course in income administration, and yeah. Um, hospitality from the bottom up. That’s nice. So what number of, how, what number of Airbnb visas did you find yourself with in the end while you began there?

Philip Bates: I had, uh, 30. I, I, uh.

Karen Stephens: Wow.

Philip Bates: Yeah, we, um, I, I, you most likely would’ve run into this in Tahoe.

Um, we actually acquired ’em going and, however then I simply began noticing like, “oh, wow, just like the cities don’t actually like this.” Generally the residents get bothered within the neighborhood, and in the end that, that form of simply took the love out of it for me as a result of I simply was like, “I don’t actually need to be protecting my neighbors up at evening if some random visitor decides to be loud that I can’t management that.”

It’s just a little tougher to maintain a grip on that when your rooms, your rooms, are form of disparate. However yeah, we acquired as much as 30. Um, at the moment I used to be truly eager to get to hundreds, and go all around the nation. Um, however I, I finished at 30, offered ’em, after which acquired into motels.

Karen Stephens: Wow. That’s fascinating. And what was your first leap into motels? So how did you make that, that cross?

Philip Bates: Effectively um, so within the metropolis I used to be in, we, we had been largely in San Diego, Palm Springs, and Anaheim. And all of these cities, most likely just like Tahoe, like in 2013 and 2014, they had been very professional Airbnb. They had been incorporating the tax income into their future planning for town, and it was a great factor. However, very, in a short time, uh, residents began complaining. And so after I noticed that happen, I assumed, , I don’t understand how lengthy Airbnbs will be form of skilled year-round investments, and I’d prefer to take the Airbnb product and form of put it right into a lodge the place you do away with the affect on the neighbors, however you continue to present that lodging that I believe is form of underserved within the, within the market proper now.

Karen Stephens: Proper. And I wanna get into that undoubtedly once we get into this, once we speak about social group journey. So we’ll put a pin in that for certain. We’ll come again to that.

Okay. Subsequent query for you. So what’s the most uplifting second up to now in your profession?

Philip Bates: Oh man, you, you’ve good ones.

Karen Stephens: I do know, zingers, proper?

Philip Bates: The most well-liked I do know, um, in my profession. Um, I believe I, , uh, the, the, I believe, um, there’s loads. Um, however one was fairly cool. We developed a lodge in Mexico and bringing my, uh, 2 sons to it was fairly cool.

They had been kinda like, “oh that is the place you’ve been going.” Like they, they, they only didn’t actually, they’re youthful. They’re form of like, they’re, um, on the time they might’ve been 4 and 6, and they also, um,

Karen Stephens: Proper.

Philip Bates: I might simply disappear, , they usually wouldn’t actually know what I used to be doing. Um, and form of having them stroll round and just like the workers, , give ’em particular treats and issues like that. And, uh, that was fairly cool. Um, however, , the enterprise itself simply lends itself to a number of actually rewarding moments since you’re all the time interacting with individuals, and you can also make their days, you can also make your workers’ days, you can also make their vacation, you can also make their, , household trip, et cetera.

And I believe that’s one in every of simply typically the particular issues about hospitality.

Karen Stephens: Completely love this trade. There’s so many alternatives for that. That’s proper. Okay, so right here’s one other one. What’s your most hanging expertise up to now when it comes to meals or a keep or, or a vacation that you simply’ve completed personally?

So while you do get to spend time with your loved ones and take ’em, take ’em out. The place, what’s your, a great second or a reminiscence that you simply’ve completed up to now?

Philip Bates: Oh, , um, we’re, we’re actually, my spouse and I, um, we, we like, journey is our factor. And so like all our discretionary spending goes into like journeys. And I might say it’s most likely a tie between, um, this type of beachfront villa we rented in Thailand the place um, simply the service was, was, insane. We had like just a little punch pool within the entrance, and also you’re proper on the sand, that it was the softest sand I ever felt. It was like flour, um, in your ft. Yeah, identical to so soothing and, um, that or, or a, um, very, ornate, is form of the flawed phrase, however simply very element oriented, uh, boutique lodge we stayed in, in Istanbul, um, the place, , as is frequent within the Center Jap form of architectural and design, they only have, they’ll put 1,000,000, , small little tiles on one wall, and it’s simply so gorgeous while you take a look at it each up close to and from afar.

So I’d say it’s most likely a tie between these.

Karen Stephens: Wow. These are nice. I really like Istanbul. It’s one in every of my favourite cities. Um, yeah. As you mentioned, simply so stunning, visually, so stunning, and so fascinating. Mm-hmm. After which the meals is unbelievable. Oh yeah. Yeah. And I really like a seaside trip, so I’m on board with you for each of these. These are good.

All proper. We solely have 2 extra. And so they’re simple. They’re simple. This one’s tremendous simple. So have you ever met any celebrities whilst you had been within the trenches? Anyone come to thoughts up to now?

Philip Bates: Yeah, I’ve met a pair. I met, um, I used to be engaged on a, a lodge in Miami, and I, I acquired to hang around with John Legend for a short time.

That was cool. Um, and, um, who else would I’ve come throughout? Oh, truly I had a very cool expertise in Nashville. There’s a, uh, um, a singer-songwriter I like named Peter Bradley Adams, and we had been form of internet hosting an occasion. After which, um, one in every of my associates was like, “hey, I wanna introduce you to my good friend Peter.” And it was like this musician I’ve been following for years and I had no concept what he seemed like.

And um, I acquired to fulfill him there on the property. In order that was fairly cool. I used to be like, “Pete, that’s superior.” Like, he launched himself with that identify. And I used to be like, “that’s very odd you had launched like together with your center identify.” And so I used to be like, “you’re not a singer, are you?” And he was like, “oh, yeah.” Anyhow, it was cool.

Karen Stephens: That may be very cool. That’s good. Ah, nice. Okay, final one. Who’re the ladies at work you’ve been impressed by? So do any ladies come to thoughts, um, that you simply’ve labored with over the previous few years? Both, , immediately or collaboratively?

Philip Bates: Sure, sure. Um, 3 come to thoughts. We’ve an advisor named Glen Appel, who’s, who’s simply fantastic, um, girl within the trade who, um, actually ties collectively a number of skillsets that I believe are laborious to seek out in anybody. Um, she understands design and repair. She understands finance and form of growth. So she’s an advisor to our firm and, um, she evokes me typically.

However I believe the one who most likely wins probably the most is our basic supervisor, Christina, um, our Drift Mexico property.

I truly met her, um, once we had been having bother throughout building. I wasn’t pleased with our, uh, building mission supervisor, so I fired him. After which somebody launched me to her and she or he’s this like petite, very effectively dressed girl and, and, and the development world in Mexico, and there’s a number of machismo and all that form of stuff, and she or he exhibits as much as the positioning in like Prada sandal or Prada, like slippers, and like whipped these guys into form.

Karen Stephens: Good.

Philip Bates: A lot in order that I used to be like, “hey, do you wanna be our basic supervisor, uh, afterwards?” and she or he did. And she or he’s been with us for two years now. And, and she or he, uh, she’s superior. She’s actually robust.

Karen Stephens: Oh, that’s nice. I really like that story. Implausible. All proper, cool. Effectively, thanks a lot for that. That was an awesome warmup. Um, so I’d like to get in just a little bit extra. Inform us just a little bit extra about TMC Group. So I do know you’ve acquired 2 distinct manufacturers in there, however are you able to simply give our listeners just a little little bit of an concept of what the group is, and the manufacturers inside there?

Philip Bates: Yeah, for certain. So the rationale we form of funnel issues as much as TMC, um, is that we additionally do growth. So each one in every of our initiatives we’re both the only real developer on it, or we’re form of co-developing it. And, , that doesn’t actually have a lot of a model as a result of it’s largely an organization that simply form of buys and invests in property. Our consumer-facing manufacturers are Bode and Drift, and so inside TMC we, we basically have, um, we’ve a growth arm after which we’ve branded lodge administration arm. Um, and to form of give {that a} blanket identify, we name that TMC Hospitality.

Karen Stephens: Okay, acquired it. Bought it. And you then, you talked just a little bit about, it was actually fascinating for me to listen to, um, that your background began with Airbnb and, uh, as a result of I had been studying a number of the quotes that you simply had about social group journey, so I assumed, “oh, okay. Effectively perhaps”, , to begin with, I used to be, I used to be gonna ask you anyway to outline for us what that was, however I believe now I’ve a greater concept. However please inform all people what’s social group journey, and the way do your manufacturers form of cater to that?

Philip Bates: Yeah. Um, effectively, social group journey, we kinda loosely outline it as events of three or extra who’re, who’re touring collectively.

Um, it tends to skew just a little extra leisure, however, however we’re undoubtedly beginning to see an uptick in, in enterprise vacationers touring on this manner, whether or not it’s to collaborate or to do an, an govt management offsite or one thing like that. And what we discovered form of in our analysis and in exploring within the Airbnb area is that, when you concentrate on the precise lodge, um, significantly in America, um, it was truly largely constructed, like when you concentrate on Conrad Hilton form of going out and beginning Hilton and all that, it was, they had been constructed round, they had been constructed for the rich, they usually had been constructed for the touring enterprise individual. That largely, truly a few of Conrad Hilton’s first ones, I believe from his guide, if I recall, had been like, nearly like hostile. It was like, a flooring with like beds, and like curtains. Like, take into consideration like a World Conflict 2, like hospital ward, form of nearly like that, proper?

After which like we upgraded to, , to particular person rooms, and, um, and nobody actually form of paid consideration to the social group. And I, and I believe issues like Airbnb, and HomeAway, and actually the web, and good pictures, and expertise actually form of unlocked this enormous section of journey of people that prefer to journey with households, prefer to journey with teams of associates, colleagues, who actually had nowhere to go, and Airbnb form of grew to become an outlet for that.

Um, and we mentioned, effectively, perhaps we are able to make a lodge for that. Um, and form of mix the most effective of each worlds of what do individuals love about motels, let’s convey that in. After which what do individuals love about Airbnbs? Let’s convey that in. And we expect this can be a actually good second in time for hospitality to form of take one other leap ahead into how, um, higher lodging and experiences are provided within the, within the trade.

Karen Stephens: Yeah. That’s nice. So are you able to gimme an instance of the way you convey these 2 worlds collectively? So, do you’ve a number of neighborhood areas? Do you’ve extra suites? Like what’s the, the construction that lends to that social group dynamic?

Philip Bates: Yeah, for certain. So I’m in, I’m truly in Palm Springs proper now, touring, touring, um, 1 of our motels that’ll open in February. And in that lodge, simply from the room perspective, you possibly can lease an everyday lodge room, which is, , 325 ft, has a, has a, , a, a desk, a king measurement mattress, a full walk-in bathe, um, every thing you’d get from a pleasant lodge room. However then we even have 2 bed room models that may have 2 lodge rooms connecting immediately right into a front room with a kitchen, with a spacious balcony. Um, so 2 {couples} may, may lease that, or mother and father with kids may lease. Or simply 2 associates may, may lease that. Um, and you then, we develop from there. You might have, we’ve 3 bedrooms and we’ve 4 bedrooms, et cetera. In order that’s within the room. Um, proper? However I believe if we simply keep, keep within the room for just a little bit. Um, some areas we, I believe have pulled extra from motels are, um, typically while you go to a Airbnb, you, you present up and there’ll be like a bottle of wine, , issues like that. However typically you, you’ve like an empty kitchen or no matter.

Um, we construct what we name just like the Drift Market, which is, think about form of your most gourmand, native, um, market, um, actually good wines, actually good dry pastas, actually good chips, cheeses, meats, et cetera. We are going to absolutely inventory that pantry. Um, actually good cocktail choice, good beer choice, um, such that while you are available moderately than simply having like a lone bottle of wine on the desk, you even have a full, um, fridge, which I believe is just a little bit extra akin to what you would possibly expertise in a lodge the place the providing is usually a little bit extra sturdy. Um, however increasing outta the unit, um, we’ve, we may have occasion areas. Um, so we, we’ve a, an occasion garden the place you would, you would have a marriage, you would have a celebration, you would host a live performance very simply. Um, we’ve a large pool on this property, um, with I believe 10 personal cabanas, um, a number of chaise lounges. We’ve a full-service restaurant with a very cool bar that opens onto the pool. Um, we’ve occasion areas, we’ve yoga studios.

Um, and, and, and form of going again to the Airbnb story, that is positioned proper downtown on the strip versus the place my previous Airbnbs had been, which might’ve been in a neighborhood someplace.

Karen Stephens: Proper.

And so that you’re, yeah, that’s proper. So that you’re just a little extra centrally positioned, which I believe, yeah, I imply there’s undoubtedly a number of allure to exploring a, a neighborhood while you journey someplace in an Airbnb.

Philip Bates: So I, I wouldn’t wanna detract from that, however I, I believe typically, persons are eager to go to type, form of leisure facilities after they journey, and having the ability to be positioned proper on the downtown strip helps.

Karen Stephens: Completely. It seems like the most effective of each worlds, cuz you would have a, a gaggle or 2 {couples} say, , that they will every have their very own room. These are the identical measurement. They will come collectively, get all of the yummy snacks and wine, and have that on the balcony, after which they’re half of a bigger, enjoyable expertise with cabanas and swimming pools, so you then’re truly within the motion.

Philip Bates: That’s proper.

Karen Stephens: That sounds phenomenal. Yeah. So what’s the identify of the property that’s opening in February?

Philip Bates: That might be Drift Palm Springs.

Karen Stephens: All proper. Drift Palm Springs. Yeah. Okay. You heard it right here first individuals. That’s gonna be enjoyable. I’m enthusiastic about that. Um, so one other factor that I, I’ve been studying up on a number of the, a number of the publications you’ve completed during the last 12 months. You’ve additionally talked loads about expertise and the way that lets you form of scale. So, um, each enable you to scale and likewise how, sadly we’re in an trade the place typically we’re just a little slower to maneuver. Um, however do you’ve only a couple ideas or tips for our listeners on the market on the way you’ve form of checked out expertise and the way you’ve adopted that in your, in your model?

Philip Bates: Positive. Um, I believe, I believe we as an trade have struggled with this for some time.

Um, , and I believe, I don’t suppose it’s essentially, um, distinctive that we should always have struggled with it, um, however, however we nonetheless have, and um, I believe that’s as a result of lots of people have tried to make investments to, to, to get expertise for expertise’s sake. However on the finish of the day, what we’re actually right here for is, is form of a visitor expertise.

And so once we take a look at expertise, we form of have just a little triangle and it both wants to boost the visitor expertise. It wants to scale back price, or it wants to extend income. And if it doesn’t form of fall in there, we don’t, we don’t do it. Um, yeah.

Karen Stephens: Yeah, for certain.

Philip Bates: And secondly, secondarily, there’s um, there’s a number of sensible entrepreneurs who’re beginning tech corporations that you could combine into. And so lots of people, um, I, I do know some CEOs of lodge corporations, I gained’t point out them, who, who’ve regretted spending hundreds of thousands of {dollars} on making an attempt to construct their very own tech, solely to construct it, after which have another firm who, who’s solely targeted on that product, construct it higher. And provided to ’em for cheaper, they usually actually have, have sunk these hundreds of thousands of {dollars} into that tech expertise.

And so I might say, I believe it’s essential do a number of analysis earlier than, um, you do it as a result of, um, some huge cash and a number of sensible entrepreneurs are coming into the tech area, and relying on what measurement firm you might be, you would get a really elegant tech stack just by shopping for the precise tech integrations and simply actually having subscriptions. Alternatively, in case you’re actually dedicated to it, um, I believe, which we’re just a little bit extra, um, we, we do form of a purchase, construct evaluation the place we’re like, “hey, first we need to, we wanna see if we are able to purchase that tech element that we’re making an attempt to resolve for.” And by purchase, that might be subscribed to, it might be built-in into, it might be any of that. However, however successfully, we, we inform ourselves we wanna be the most effective at offering hospitality experiences.

And so to the extent there may be tech off the shelf accessible, let’s combine with that. However very oftentimes, there’s not tech accessible, or for instance, in our, in our case, as a result of we’re catering to social teams, technologists aren’t actually as targeted on that area of interest as they’re the extra broader, uh, hospitality. So we’re at the moment making an attempt to resolve issues like, “hey, if a gaggle of 4 {couples} come, how can we make paying for every thing and splitting these funds simpler?” How can we make speaking amongst these events simpler such that perhaps Karen, you’re the like form of chief of that group, however you’re dealing with the reserving, and everybody’s form of hitting you up for info of like, “hey, when can we verify in and what’s our code and this and that?” Can we, take that burden off of you, and distribute all that info out into the 4 events just a little bit simpler? Um, and people are, these are options which can be just a little bit extra customized to our model that we, we are able to’t discover available in the market, and we’ll select to construct these sorts of options.

Karen Stephens: Options to suit.

Nice. Mm-hmm. Effectively, I believe that’s some nice perception, , as a result of lots of people do purchase expertise for expertise’s sake, or simply to step again for a second and go, “wait a second?” Yeah. Are we both slicing prices, driving, driving income, or, and is the visitor expertise needs to be?” You already know, I imply, some programs you simply have to function, however for probably the most half, , ensuring you’re enhancing visitor expertise means you’re producing loyalty and repeat bookings, and that’s income.

So let’s be sure that we’re all the time considering of these issues. I really like that.

Philip Bates: That’s proper.

Karen Stephens: Oh, okay. So we’re right here, we’re at first of 2023. So the ultimate query for you, I believe you, you form of hit it final 12 months, we, we, we noticed form of the emergence of, , I don’t just like the phrase however I’m gonna use it, bleisure, proper? The, the enterprise and leisure coming collectively. Um, and, after which I believe your, your manufacturers are clearly, um, , actually targeted and, and the social group idea. I really like that, that idea, and I believe it’s gonna be tremendous highly effective, and solely develop. Um, is there anything that you simply’re seeing form of as we begin 2023, what do you suppose this 12 months is gonna reveal for us?

Any crystal ball gazing moments?

Philip Bates: For, for our group? I, I want. If I had it, I might, I might undoubtedly share it. One, one factor I’ve seen, significantly on the bleisure entrance is, um, Thursday, actions that happen on Thursday and Friday are undoubtedly extending into Saturday and Sunday. Um, in, in a powerful manner that earlier than it was like 2019, it was, Monday to Thursday is, is enterprise and, after which form of Friday via Sunday it was leisure. And the place we’re lagging, we’re nonetheless not likely seeing that Monday, Tuesday, and Wednesday like we did pre-pandemic, however what we’re seeing is a number of Thursday, Friday enterprise journey that’ll simply flip enterprise off on Friday, after which they’re staying Saturday to Sunday.

Final 12 months, and significantly, , this time of 12 months, um, in 2023 the place January and February are sometimes good enterprise occasions and dangerous leisure occasions, relying in your market, um, we’re undoubtedly noticing that development. And, and admittedly it’s actually serving to offset a number of the, uh, earlier midweek stays which can be, that aren’t actually again but.

Karen Stephens: Proper, proper. That’s so fascinating to see that shift. And I think a few of that’s, , clearly a number of extra individuals, effectively, we’re touring much less for the enterprise general, that so many individuals are home-based, that while you do exit, you do wanna go on the finish of the week when you possibly can benefit from the weekend there. Whereas I believe if I believe again to myself in 2019, I used to be out and again and I needed to be dwelling on the weekend. I simply needed to be dwelling.

Philip Bates: That’s proper.

Karen Stephens: So it’s, it’s like perhaps much less journeys, however extra high quality and, and along with different issues.

Philip Bates: Yeah. And, and that interprets to a, to a barely longer keep than, than earlier than.

Karen Stephens: Proper, which is nice. Nice for all of us within the lodge area, for certain. It’s nice. So Philip, the place can uh, people discover extra details about TMC?

Philip Bates: There are a number of methods. So we are able to go, you possibly can go to um, TMCgroup.com. You can even go to our model particular pages, which might be Drifthotels.co, that’s C O, or Bode.co. That’s B O D E.co.

Karen: Okay, nice. Effectively, thanks a lot, Philip. It’s been a pleasure and I want you an exquisite and affluent 2023.

Philip: Thanks. Similar to you.

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