A pack­aged deal: pack­ag­ing ex­perts dis­cuss the new­est de­vel­op­ments

HN talks to two pack­ag­ing ex­perts about man­u­fac­tur­ing ca­pa­bil­i­ties, the ad­van­tages it can of­fer clients, dominant trends and the el­e­ments that should be con­sid­ered when it comes to ho­tel ameni­ties

Hospitality News Middle East - - CONTENTS - Liban­pack.org tag­brands­global.com

Le­banon’s pack­ag­ing in­dustr y as it stands to­day

Liban­pack rep­re­sents the first pack­ag­ing cen­ter in the Mid­dle East and re­mains the lead­ing en­tity for pack­ag­ing de­vel­op­ment. It of­fers a wide range of ser­vices for im­prov­ing pack­ing and the la­bel­ing of Lebanese prod­ucts, as well as en­sur­ing com­pli­ance with in­ter­na­tional stan­dards. In an ex­clu­sive in­ter­view, HN talks to Soha Atal­lah, the com­pany’s direc­tor, to learn more about an in­dus­try cur­rently in full swing.

Types of de­mand

Le­banon has one of the best, if not the best pack­ag­ing sec­tor in the re­gion, when it comes to cor­ru­gated pa­per and car­ton pack­ag­ing. The qual­ity of th­ese prod­ucts is top-notch and the de­signs su­pe­rior. There has also been grow­ing de­mand for sus­tain­able pack­ag­ing, which is be­ing met on all lev­els and is on par with global stan­dards. Still another type of pack­ag­ing that is con­tin­u­ously grow­ing is on-thego food pack­ag­ing, sup­ported by the rise in restau­rants of­fer­ing de­liv­ery ser­vices. This comes at a time when em­ploy­ees rarely have time to sit and have a proper meal dur­ing the work­ing day, what­ever their job. Even F&B brands are in­creas­ing pro­duc­tion and cre­at­ing new snack­ing op­tions for peo­ple with lit­tle time on their hands, along­side those who are look­ing to main­tain a healthy life­style with­out hav­ing to worry about clean­li­ness and hy­giene. To en­sure that our prod­ucts com­ply with th­ese lev­els of lo­cal and re­gional de­mand, we have lab­o­ra­to­ries that test the safety of the ma­te­ri­als de­signed.

Trends and tech­nolo­gies

Aside from sus­tain­able and on-the- go pack­ing, we have wit­nessed ris­ing de­mand for well-de­signed pack­ag­ing. In that cat­e­gory, limited edi­tion de­signs are all the rage and the World Cup foot­ball tour­na­ment is one such ex­am­ple, driv­ing nu­mer­ous brands to dis­tin­guish their of­fer­ing and thereby in­crease sales. Equally im­por­tant are the dig­i­tal ma­tri­ces added to th­ese ves­sels, which, once scanned us­ing a smart­phone, au­to­mat­i­cally take the con­sumer to a site of­fer­ing rel­e­vant in­for­ma­tion for added en­gage­ment. The last trend that should be high­lighted re­lates to scale, in re­la­tion to size and un­nec­es­sary de­tail. Though this falls un­der sus­tain­abil­ity, brands are re­al­iz­ing that cut­ting costs, es­pe­cially when it comes to masspro­duced pack­ag­ing, makes a big dif­fer­ence, not only to the gen­eral over­all cost, but also the way the brand is per­ceived by to­day’s con­sumers, who value sim­plic­ity and trans­parency over com­plex­ity.

What’s miss­ing

Our weak­ness re­mains metal and glass pack­ag­ing. That was not the case prior to 2006, which was when one of our two fac­to­ries was shelled. The sec­ond closed last year, which is why we no longer have a glass­pack­ag­ing in­dus­try in Le­banon. The sit­u­a­tion con­sti­tutes a ma­jor prob­lem, given that we have large wine and j ui ce pro­duc­tion i ndus­tri es. Cur­rently, man­u­fac­tur­ers in th­ese in­dus­tries are forced to im­port bot­tles from Italy and China, thereby rais­ing over­heads and driv­ing up prices, with­out adding any ac­tual value, which is not only un­fair on con­sumers, but also af­fects the com­pet­i­tive­ness of the pro­duc­ers.

Four trends im­pact­ing ho­tel pack­ag­ing

With the hos­pi­tal­ity in­dus­try con­stantly rac­ing to of­fer unique ex­pe­ri­ences, of­fer­ing down­sized prod­ucts in out-of-home lodg­ings to guests through­out their stay can make all the dif­fer­ence. Maya Kara­nouh, CEO and co-founder of award-win­ning brand­ing and de­sign agency Tag­brands, pro­poses tips that could help ho­tels, brands and pack­ag­ing com­pa­nies trans­form the guest ex­pe­ri­ence into a truly en­gag­ing one.

Pack-ver­tis­ing

At­tach­ing dig­i­tal trig­gers, such as QR codes, or even mak­ing th­ese part of the pack­ag­ing, is a great way to com­mu­ni­cate with guests, gather sta­tis­ti­cal data and trans­form im­ma­te­rial ob­jects into in­ter­ac­tive ones. Mul­ti­func­tional pack­ag­ing also op­er­ates as a highly rel­e­vant touch­point, al­low­ing guests to learn more about the things that mat­ter to them. Th­ese items, un­avail­able else­where, can then ei­ther be de­liv­ered to their room or per­son­ally hand-cho­sen from the ho­tel’s in-house store. This will pro­vide a ‘live-in’ shop­ping ex­pe­ri­ence and ex­tend a ho­tel’s of­fer­ings, lend­ing it a sense of priv­i­lege and strength­en­ing brand loy­alty. Si­mul­ta­ne­ously, con­sumer feed­back might re­sult in the mod­i­fi­ca­tion of some ex­ist­ing ameni­ties or give rise to the cre­ation of new ones.

Color and size mat­ter

Ho­tel rooms are not cre­ated equal and the ameni­ties should re­flect that. When brand­ing multi-sized spa­ces, du­ra­tion of stay and room rates play in­stru­men­tal roles in de­ter­min­ing the ameni­ties pro­vided. ‘Di­rect to Shape’ is a 3D print­ing tech­nol­ogy, gen­er­at­ing vari­a­tions of the same pack­age for dif­fer­ent spa­ces. Another fac­tor gen­er­ally over­looked re­lates to color, which should be used with pur­pose rather than left to chance. The four col­ors to keep in mind are: blue, which com­mu­ni­cates trust; green, which has a sooth­ing ef­fect; yel­low, which arouses ap­petite; and black, which adds a layer of so­phis­ti­ca­tion and pro­motes lux­ury.

Re­cy­clable and trans­par­ent

Ho­tel op­er­a­tors, in sup­port of their clients’ de­mand for sus­tain­abil­ity and trans­parency, are en­cour­aged to use more en­vi­ron­men­tally-friendly ma­te­ri­als for their pack­ag­ing. To com­bine qual­ity with main­tain­ing value, ho­tels are us­ing lighter ma­te­ri­als to save on trans­porta­tion and re­cy­cling costs. Fold­able de­signs are en­gi­neered to fur­ther re­duce shelf space, as well as do away with ad­he­sives. Trans­par­ent pack­ages are also be­com­ing pop­u­lar, as th­ese elim­i­nate the need to col­or­match items with those found in rooms and to clearly dis­play the con­tents of any given pack­age.

The thrill ef­fect

Guests ex­pect to be wowed by ameni­ties and ho­tel rooms of­fer op­er­a­tors the best chance to make an im­pact. Those tem­porar­ily rented liv­ing quar­ters pro­vide guests with first­hand op­por­tu­ni­ties to ex­per­i­ment with the prod­ucts for them­selves. There­fore, of­fer­ing a broad range of di­verse ameni­ties that cater to el­e­ments such as es­thet­ics, scents and tex­tures will prove quite ef­fec­tive in pro­fil­ing cus­tomers. In turn, it will al­low op­er­a­tors to of­fer the same cus­tomers, or new ones who fit the bill, a far bet­ter in-room ex­pe­ri­ence the next time round, es­pe­cially in light of the trend­ing bou­tique rev­o­lu­tion and the rise of life­style ho­tels.

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