Stay on top of the trends impacting guest experiences and hotel operations to continually improve hotel business performance.
As we end one year and start another, there’s always hype around what will come next. We’ve delved into numerous travel and hospitality trends reports, industry studies, predictions and opinions from experts across the sector, and identified five areas we expect to see specific evolution in 2024.
It’s no easy feat determining the trends for the coming year. In one instance it’s recognised in increasing behaviour patterns; in others, it’s a response to the here and now – be that economic or socio political scenarios, or simply exploitation of certain concepts like AI.
As an industry we have to be careful to not react to every new trend as it emerges. Instead, we should be aware of trends and understand how each may impact our business and what we can do to capitalise on it when it seems right.
Let’s look at five key areas:
1. The vibe – travellers are looking for a deeper connection
Consumers are increasingly putting wellness as a priority, especially for travel. In the recent trends report from Booking.com, 18% are looking to deepen their connection with themselves.
While hotels can look to improve awareness and visibility of spa and wellness offering, the opportunity for hotels goes beyond services and facilities. Consider how your hotel’s personality and character affect each guest’s mood. Guest reviews mentioning the word “vibe” are booming: Expedia’s Unpack 24 trends report found more than 90% of travellers identified vibe as an important factor. Guests are seeking stays that set the tone for their entire trip — and how a hotel embodies a vibe really leaves a lasting impression.
Booking.com also found we may see a longer summer season with 47% of travellers indicating that they may take children out of school for off-peak travel, while HSMAI acknowledged business trips have transformed and continue to trend in the direction of incorporating personal or family holidays, with ‘Bleisure’ (mixing business and leisure) more prominent.
2. Mobile Check-In – continues to improve guest journey
Continuing its influence as consumers turn to their phones and hotels look to reduce pressure on very slim teams, mobile check-in has the most significant impact according to Hospitality Technology’s 2023 Customer Engagement Study.
Mobile check-in is a key component for hotels hoping to boost guest satisfaction, with 45% of guests citing long waits at check-in. By simply having a mobile/remote check-in system in place, operators are empowering guests and can better balance demands on staff time in the face of expected ongoing staff shortages. SIHOT not only offers mobile check-in but also check-in kiosks to allow guests to process check in on arrival.
3. Guest experience – evolves but is a balancing act
71% of travellers prefer to use technology on hospitality visits, either exclusively or in tandem with human interaction, with 49% believing a balance between technology and a human touch delivers the best hospitality experiences. Hotels need to think about how to harness technology for the right areas of service and support their teams with in-person interactions. It’s also important to consider where data can provide essential insights for staff to personalise service to guests.
Beyond using tech to support service, travellers wish to augment their experience through the type of amenities and facilities they have access to. Expedia’s Unpack 24 notes that 42% of travellers book vacation homes with amenities that they don’t have at home, including cold plunges, padel courts, roof terraces and firepits. Furthermore, nearly 30% would choose a vacation home with outdoor amenities, so they never have to leave the property.
It is important for hotels to recognise how they can both market their property and amenities to similar audiences, and ways in which new experiences can be incorporated into the property, providing guests with an enhanced on-site experience.
4. Revenue management – essential to maximise opportunity
With so many changes in traveller behaviours over the last few years, economic activity and costs, revenue management is a key area for hotels to double down and improve performance, utilising revenue management systems to respond to market activity.
Expedia Unlock “saw “the Swiftie effect” and Beyonce’s impact, as live music tourism was felt by hotels, even Liverpool’s hosting of Eurovision meant hotels had to quickly adapt prices. Expedia predicts “a “tour tourism” encore in 2024, with almost 70% of travellers polled claiming they are more likely than ever to travel to a concert outside their hometown. Furthermore, 40% say they’d travel for a concert as an excuse to visit a new place, while 30% would travel because tickets were cheaper elsewhere.*”
In addition, Booking.com noticed a shift from rigid planning to travel spontaneity with most people – 55% – prefering to set off on their journeys without set plans, while two thirds (69%) choose loose itineraries, allowing them to adapt as they go.
Hotels have to up their game in managing demand, availability and competitor pricing to maximise revenue at every point. Booking.com found that over half (54%) would pay for accommodation upgrades, so there are chances for properties to maximise revenue per guest, but it’s important to act quickly to ensure you’re responding to demand as it arises.
5. Personalisation
Globetrender’s Independent Hotel Trends 2024 – 2026 indicated the growing importance of personalised experiences and customising communication to each and every guest – rather than just segmentation. Forrester Research found 55% of guests emphasise the importance of brands which tailor information based on their individual preferences or past behaviours.
Accenture’s data reinforces this trend, with 91% of people are more likely to choose “brands who recognise, remember, and provide them with relevant offers and recommendations”. Guests also express a heightened interest towards participating in loyalty programmes specifically addressing their unique preferences.
This extends to the hotel experience in a myriad of ways – through confirming reservations, presenting upgrade options, or inviting them to be part of your loyalty programmes. It’s important to use technology that removes the boundaries to achieving this, such as intelligent CRM systems.
Discover how SIHOT can help connect you with your guests, deliver an enhanced digital experience and maximise profit throughout the guest journey. Contact us for more information.