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6 min read • Mar 05, 2023
The Covid pandemic has been a real party-breaker for the
hospitality industry. While other industries found ways to keep the party going
for (at least) some parts of their business, hotels were left sitting alone in
the corner, with no way to digitize the in-person experience. As restrictions
have lifted and people have started to get back to their normal lives, the
hotel industry is making a comeback. But, like any good party, trends are
constantly shifting and hoteliers must adapt in order to keep up. BE-terna has
analyzed and compiled the most relevant hospitality industry research to
identify the trends that will be in the spotlight in 2023 and provide insights
on how you can make your hotel the place to be.
Personalization is the new black in the customer service.
Tech giants like Amazon and Netflix have not only schooled us on how to make
data work for us, but they've also set the bar high for personalization in
every industry. In a world where customers are flooded with options and
information, standing out in the hospitality industry means going above and
beyond with personalized experiences. It's not just about greeting guests by
name at check-in, it's about tailoring every aspect of their experience to
their individual needs and preferences. Thanks to technology, hotels now have
access to all the data they need to make this happen. But, beware, if you don't
give your guests the personalized experience they crave, they'll be
disappointed, and that's not the kind of statement you want to make.
McKinsey's latest research is like a neon sign flashing
'Personalization Matters!' - 71% of consumers expect it and 76% get frustrated y
when it's not delivered. But here's the real kicker, companies that are growing
at a rapid pace make 40% more money from personalization than those that are
just chugging along. Translation: a lack of personalization can be a real
financial buzzkill for your business.
Personalization is a real game-changer in the hospitality
industry – and it’s made of technology and spiced up with human touch.
Investing in a powerful CRM tool covers the ‘technology’ element- smart
features consolidate all your customer data in one place and empower you to
create special offers based on hyper-segmentation. The predictive analytics
(powered by AI algorithm) can help you spot guests with certain booking
patterns, predict when they're likely to book, with whom they travel, and what
their preferences are. When executed correctly, personalization can deliver a
ROI on marketing spend five to eight times greater, and can increase sales by
10% or more, according to HBR research. But, let's not forget the human element, the hospitality industry
is all about hosting and engaging with guests. By training and motivating your
employees to deliver the same level of service and personalization, hotels can
transform from just a place to stay to a creator of memorable experiences and
exceed guest's expectations.
The age-old debate of "business or pleasure" has
been given new life in the post-pandemic world, as more and more travelers are
choosing to blend the two. The rise of virtual meetings has shown us that not
every business meeting requires a cross-country flight or hours on the road, it
can be just as effectively replaced by a single 'Join the meeting' button on
Teams. As the world starts to open back up, business travel is making a
comeback, and when combined with leisure activities, it's becoming a desirable
option. The trend of "bleisure" (business + leisure) has been around
for a while, but post-pandemic expectations and habits are raising the bar.
Hotels are now offering more amenities that cater to this blended segment of
guests, and destinations and brands are starting to see the potential in this
trend. Whether you call it bleisure, bizcation, or workcation, one thing is for
sure - it's opening up a world of possibilities for the travel industry.
As Expedia Group discovered in their study, 60% of corporate
guests tack some fun on the top of their
professional obligations and wrap it up into the one trip, and more than a half
of bleisure travelers spend the same amount or more on a bleisure trip versus
solely leisure, and most save for bleisure travel. As the business travel industry bounces back from the
pandemic, it's evolving into a new form that caters to the needs of modern
consumers. Remote work has given travelers more flexibility, while economic
conditions have put a squeeze on budgets and encourage people to get the best
out ther business trips, along with raised awareness of work-life balance. The
latest research from the Global Business Travel Association predicts a surge in
spending and a full recovery to pre-pandemic levels by 2024. Now's the time to seize
this emerging opportunity and make sure your business is ready to cater to both
the carefree leisure traveler and busy business traveler.
Sustainability in the hospitality industry is becoming
increasingly important as travelers become more conscious of the impact their
travel choices have on the environment. Being eco-friendly is not a rocketscience,
but can definitely launch you among the stars! Responsible hotels attract
responsible guests, and who wouldn't want to stay at a hotel that's doing its
part to save the planet?
Recent researches on hospitality sustainibility are kind of
a pointing finger out to all those segments we can’t (no longer) ignore. But,
don't fret, there's still time to turn over a new leaf and become a sustainable
superstar and here are a few figures you should bare in mind:
It’s pretty much clear now- going green in the hotel game is
no longer just a trend, it's a necessity. From managing your energy and H2O, to
reducing waste and sourcing responsibly, hotels need to step up and take
action. Not only will it make Mother
Nature happy, but it'll also attract eco-savvy guests who want to make a
difference. So, let's do our part and save the planet for next generations.
To gain further insight into the latest trends and practical advice on how to tackle them, download our complete report, Top 3 Hospitality Trends to Navigate 2023, and find out how to embrace new trends and stay at the top of the game. Whether you prefer the written word or the tones of the audio version- we got you covered!
Download our comprehensive report on hospitality trends and find out how to embrace new trends and stay at the top of the game.
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