Travel & Hospitality Tech Outlook | Wednesday, July 19, 2023
By incorporating new technologies, sustainable practices, and unique experiences, hotels can differentiate themselves from competitors and attract a loyal customer base.
FREMONT, CA: Keeping up with the changing preferences of travellers can help hotels stay relevant and continue to attract steady bookings in an industry that is constantly changing. Consumers at present are more conscious of sustainability and tech-savvy than ever before; by staying on top of these trends, hotels can remain relevant and ensure a steady stream of bookings.
With the rise of the Internet of Things, hotels are incorporating technology that allows guests to control various aspects of their rooms using their voice or smartphone. This can include everything from turning on the lights to adjusting the temperature to ordering room service. Additionally, hotels are implementing sustainable practices such as using eco-friendly materials, reducing energy consumption, and managing waste to appeal to environmentally conscious travellers.
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Multicultural employment is a trend that is getting prevalent in the hotel industry. By hiring staff from a variety of backgrounds, hotels can create a more inclusive and welcoming environment for guests. This can also lead to more personalised service as guests can connect with staff who share their culture or language.
The use of robots to provide services such as check-in and check-out, luggage handling, and concierge services is gaining popularity as well. While some guests may find this approach impersonal, others appreciate the convenience and novelty of being served by a robot. In addition, virtual reality and augmented reality technologies are being used to provide guests with immersive experiences that allow them to explore a hotel property and the surrounding area before making a booking.
In an increasingly crowded market, many hotels are creating unique brand experiences that give guests a memorable experience. This can include everything from distinctive architecture to curated art collections or on-site cultural events. By providing an experiential stay, hotels can create a sense of community and encourage guests to return in the future.
In addition to keeping up with emerging trends, it pays to be aware of those that have already become ingrained. OTAs and the sharing economy have revolutionised the way hotels reach potential guests. Digital guest experiences and social media marketing have also become essential tools for hotels, allowing them to connect with guests and build brand loyalty.
The rise of global tourism and the emergence of younger markets have had a significant impact on the hotel industry. Millennials and Gen Z travellers, in particular, are seeking unique experiences and authentic connections, rather than traditional tourist activities and material possessions. This has led to a shift in focus towards alternative accommodation options and local experiences, as well as a greater emphasis on social responsibility and sustainability.
Travellers are becoming more health-conscious, and they seek to incorporate wellness practices into their travel experiences to achieve an overall sense of well-being. By offering amenities and services that cater to the needs of wellness travellers, such as healthy menus, fitness classes, spa treatments, and mindfulness coaching hotels can take advantage of this trend. This tendency reflects the growing desire of travellers to improve their physical and mental health and seek out new experiences that promote well-being. Some of the wellness travel trends that have emerged include retreats for smoking cessation, men's health, healthy mind and emotion healing, detox holidays, zen and adrenaline trips, family wellness holidays, workplace wellness, and eco-friendly wellness retreats.
As wellness travel continues to grow, the hospitality industry will need to stay current with emerging trends and offer innovative solutions that meet the evolving needs of wellness travellers. To cater to the fashion of wellness in the kitchen, hotels should focus on sourcing local, organic produce and offering traditional, healthy meals that reflect their guests' desire for healthy living.
For transformative travel, hotels can look to create unique and emotionally engaging experiences that blend wellness and storytelling. Namely, offering activities such as meditation in an art museum or hot springs with a live performance.
In terms of hotel design and business strategy, there is a move towards creating ‘cool’ and ‘Instagrammable’ brands. This involves incorporating local design and flavour into the hotel experience and creating experiential social spaces. By providing unique and visually appealing environments, hotels can attract social media influencers and appeal to younger travellers. To stay relevant and attract bookings, hotels must focus on mobile booking and social media, particularly Instagram. Multi-channel distribution is also key to reaching diverse traveller markets, while a tech-led business strategy is essential to keep up with changing traveller expectations.
The hotel industry is constantly evolving, and it has become imperative to stay ahead of the latest trends. In terms of hotel front office trends, hotels can invest in property management systems, mobile apps, and increased personalisation to enhance the guest experience and optimise staff resources. Safety and hygiene will also continue to be a top priority for guests, and hotels should prioritise cleaning and provide resources such as hand sanitiser. Finally, social media marketing opportunities can be leveraged by creating Instagram-worthy centrepieces in common areas that guests can share on social media.
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