WHAT’S NEW IN THE HOSPITALITY INDUSTRY?

The hospitality industry is a fast-growing and fast-changing industry… this is no myth or story. As technology and people grow and evolve, so does the industry. As businesses change their focus from past events to the future, it is important to consider priorities. Hotels must change how they provide services to a more flexible model that is capable of adapting to the needs of an ever-changing market. Some of these trends include:

Bleisure Travel

Bleisure travel is a portmanteau… meaning a combination of business and leisure travel, where business travelers extend their trip to include some extra time for personal activities. This type of travel is becoming popular among travelers since it reduces the cost of accommodation. Most travelers will opt for the same hotel for the entirety of their trip, giving access to favorable pricing for extended stays while sharing the spend according to GBTA (Global Business Traveler Association).

There are two types of bleisure travel: Business Travel, which is extended on the front or back of a visit, and Business Trips taken with friends and family coming along for the ride.

Hyper-personalization

This is using real-time data, Artificial intelligence (AI), and machine learning to tailor customer experiences, for example. It uses large amounts of real-time data to understand individual preferences and adapts to provide personalized experiences.

How this works in hotels;

• The hotel collects data on what guests like, their preferences, and behaviors from past interactions.
• The hotel then uses the data collected in real-time to create personalized experiences for each guest. For example, customized room settings, personalized communication and services.

Hyper-personalization is not just about utilizing technology; it is also about building meaningful connections with guests. For example, if a guest has a history of ordering room service at a particular time, the hotel can anticipate this and offer menu options that cater to the guest’s preferences.

Sustainability

This is a social goal for people to co-exist on Earth over a long period. In the hospitality industry, this translates to a set of practices that aim to reduce the environmental and social impact of tourism. Guests will look to stay at hotels that prioritize sustainable offerings.

The industry must ensure that it works in harmony with the environment and is mindful of its social and economic impact by not overconsuming resources, working to conserve biodiversity, not polluting and respecting the local communities and workers. Sustainability can be achieved through:

• Resource Conservation: For example, to conserve water, use low-flow faucets and showerheads. For waste management, use reusable cutlery and recyclable plastics and compost food waste.
• Responsible Procurement: Use locally produced, fair trade, and environmentally friendly goods and services, and support small businesses in your community.
• Community Engagement: The hotel can support cultural preservation and social development initiatives and respect the locals and workers.
• Providing education and awareness on sustainability, what it entails, its specific practices, benefits to workers, locals and even the guests themselves.

Health and Wellness

Health has been described in different ways and has had different purposes over time. It refers to physical and emotional well-being, especially that associated with the normal functioning of the human body, devoid of diseases, pain or injury.

Health and wellness, this trend continues to gain popularity and momentum, especially during the post-pandemic era. Wellness continues to be a priority for guests. People are increasingly health-conscious and enthusiastic about any form of self-care and are increasingly keen to combine leisure and travel.

Hotels could benefit more from shifting towards offering more holistic packages. This could be done by offering in-room massages, sunrise yoga, wellness shots at the hotel’s bar, as well as vegan and vegetarian menu options. Leveraging low-season wellness retreats to boost revenue during the off-season.

Think Local

Embracing local consumption is closely tied to sustainability and is also emerging as an important trend in the hotel industry. Finding ways to involve the local community will create a richer, more authentic experience for your guests and make them feel like an important part of your hotel’s story. For example, partnering with locals for things like décor and local cuisines can greatly enhance your brand while positively impacting the environment because through this the guest experiences a tiny part of the culture in the area.

Increased Emphasis on Hygiene and Safety

As explained above, people value their health and as much as this is so, they also value their safety. Ensuring your hotel poses no health or security risks attracts more guests than normal.

Hygiene and safety post-pandemic have moved from a ‘nice to have’ to a ‘must have’. Guests want to know what is being done to protect them during their stay at your hotel, whether it’s carrying out regular fumigation of rooms, disinfecting of surfaces, or regular patrols around the hotel—they want to know. Implementing hygiene strategies and security checks is an important part of taking the hotel to the future.

Social Media

This is a way to communicate and share information online. Social media plays a crucial role in marketing, customer engagement, brand management and reputation, gaining insights into customer preferences which allows hotels and restaurants, for example, to interact directly with guests and showcase their offerings, respond to feedback in real-time ultimately impacting their booking rates and overall customer experience. Social media is a powerful tool to build brand awareness and foster loyalty through online interactions.

Some key points to note are:

• Targeted marketing: Social media allows hotels and restaurants to target specific demographics based on interests and location, maximizing the reach of marketing efforts and campaigns.
• Promotional opportunities: It can be used to promote packages, special offers, events and seasonal offers to reach broader markets.
• Visual appeal: There are a couple of ways your hotel or restaurant can be seen. Platforms like Instagram and Facebook are ideal for showcasing images of hotel rooms, restaurant dishes and even drinks offered at the bar, which can inspire potential clients to book or visit the hotel.
• Reputation management: Customer feedback on social media platforms can impact your hotel business either positively or negatively. It is crucial to monitor and respond to comments and questions promptly and improve on services where necessary.