EV CHARGING: A BEGINNER'S GUIDE FOR HOTELIERS

Can you imagine going to a library without internet access? Or to a theme park without snacks and refreshments? While you could still enjoy your time there – you would likely walk away with a lasting impression of how lacking the facilities were. You might not even go there, knowing such services are missing.

Same thing with hotel customers.

As electrification of the transport sector is in full swing, the reality is that customers across Europe are expecting electric vehicle chargers everywhere they go.

We recently ran a survey with Kantar and asked EV drivers about the importance of charging point availability in hotels, and only 5% said it doesn’t impact their booking decision.

Source: Kantar & Virta Survey 2022

To keep thriving in an ever more competitive space, professionals in the hospitality industry need to at least meet their customers’ minimum expectations.

A century ago, the minimum requirement was likely electricity.

Fifty years ago, it might have been accessing TV.

Today, as EV sales are rising, electric vehicle (EV) charging is surely becoming that one amenity that can make or break your hotel’s success.

More and more people across Europe and the world are turning their backs on conventional ICE (Internal Combustion Engine) automobiles in favour of electric vehicles.

Not only are EVs the more environmentally sound choice, but they also make more financial sense than ever in the wake of skyrocketing gas prices. It also helps that electric and conventional cars are expected to reach price parity within the next 2 to 3 years.

With more EVs on the roads, we as a society will see a significant increase in the need for EV-friendly infrastructure. If private at-home chargers certainly make up a big part of this market, there is also a pressing need for EV chargers in public places like shopping malls, community centres and hotels.

The EV market is growing (much) faster than anticipated

Electric vehicles are on an impressive growth trajectory.

Their popularity is rising quicker than anticipated, and it's a success that’s still in its infancy.

It’s a shift you’ve likely noticed in your personal life. If owning an electric vehicle was once only a matter of a select handful, most people now know somebody driving an electric car.

Carried by a decarbonisation challenge most leading nations now take seriously and supported by various policies and incentives, global EV sales kept accelerating in 2023. According to the IEA, the global electric car sales reached almost 14 million, which represented a 35% increase from 2022. This growth meant that the global electric fleet rose to 40 million in 2023.

The appetite for electrification exists on a wide scale—so how do we build a world that accounts for it?

Higher gas prices mean faster EV sales

The latest geopolitical developments and the war in Ukraine are creating unprecedented tensions on fossil fuel and gas prices. And we already see an upward trend in consumer intentions to purchase an electric vehicle to save money in the long run.

First, a growing amount of your prospective customers are likely already only looking for hotels with electric car charging points.

Meet your customer's new needs and habits

No one will feel this expectation as acutely as hoteliers.

To stay relevant among the competition, hotels across Europe and the United Kingdom already need to include electric car charging infrastructure in their amenities.

Turn clients into returning clients

Though we predict a future where EV charging facilities are the norm across hotels of every calibre, there is still time to attract a loyal clientele through early implementation.

Not only will the presence of EV chargers set you apart from the rest and allow you to attract more clients, but it will also help increase customer loyalty, resulting in repeat visitors.

One way to ensure the success of your return customer rate is to integrate EV charging services into your customer loyalty programs.

By offering EV charging as part of your hotel services (the way you would a buffet breakfast or athletic centre), you show your guests a seamless experience and ensure the blanket satiation of your guests’ needs. 

Help prospective customers find your hotel

By definition, hotel guests tend to come from afar.

Fortunately, thanks to the power of roaming, their vehicle should still be able to connect to your hotel’s chargers. Much like cell phone roaming, which enables you to use your device outside of your home area by connecting to nearby cell towers, EV roaming relies on the cooperation of EV charging companies that allow customers from outside their respective networks to join.

It’s only the beginning.

Remember that travellers who rent a car near your hotel will be more and more likely to rent an electric car soon. Hotels that lack electric vehicle charging facilities will miss out on these customers.

Generate new revenue streams

Smart EV charging won’t only increase the attractivity of your hospitality business, but it also presents an opportunity to create new revenue streams.

By offering what we can call a ‘charge while you stay’ package, you could attract guests who may not have otherwise stayed at your hotel.

In fact, some guests may plan their travels around where they know they have access to a reliable charging platform—if this includes you, you can easily include your charging stations in your Unique Selling Points (USPs).

Diversify your revenue sources

Even if your guests aren’t staying overnight, they will likely remain on your property and spend more money at your hotel (at the restaurant, bar, or spa), waiting for their vehicle to charge. 

To make a long story short, we expect an uptick in ‘while you wait’ activities that hotels with EV chargers can offer.

Answer the demands of your corporate clients

Business travel and various business events, such as meetings and conferences, often largely contribute to the hotel’s revenue. While small companies and big corporations alike are striving to meet their sustainability goals, they request EV charging possibilities from the hotels of their choice.

Reach your sustainability goals

Sustainability is rightfully the pressing topic of today. Not only your corporate clients but consumers everywhere are becoming more environmentally conscious and choosing what’s better for the planet. EV charging can play an essential role in reaching your hotel’s own sustainability goals and help you become an attractive destination for customers everywhere at the same time.