For today’s hotel owners and operators, understanding consumer-driven travel trends has become essential to delivering a superior guest experience. Across generations, contemporary travelers are making a move toward more bespoke services, alternative getaways, regenerative stays and new cultural experiences, buoyed by artificial intelligence's ability to streamline processes and hyperpersonalize travel recommendations.
While a variety of factors are accelerating consumerism in the tourism and travel industry, consumer expectations around value and quality remain fairly universal. The vast majority of travelers are seeking convenience, transparency and speed of access in a stay experience, with a heightened emphasis on comfort and customization.
If your property could benefit from industry insights to help you capture greater market share, read on to learn about top priorities and preferences emerging among today’s hotel guests — including trending products and services you can integrate to help your hotel stand out from the crowd:
Wellness
The global wellness tourism market has experienced 36% annual growth from 2020 to 2022, signifying that as a travel trend, wellness may be here to stay. Differentiate your property as a standout stop for health-conscious travelers by placing an added focus on your fitness center and including a balance of indulgent and health-focused food and beverage offerings. Properties looking to incorporate spa features, upgrade gym equipment and/or undertake fitness center renovations can consider partnering with a hospitality-focused procurement provider to reap the benefits of bulk pricing, vetted suppliers and guidance toward products that are both guest-tested and brand-approved. A good sourcing partner can also connect your property with a wide variety of plant-based food offerings, be it vegan sausage for hot breakfast buffets, protein-rich snacks or elevated fare for five-star dining. For hotels with a bar on site, consider adding zero-proof cocktails and beverages to your menu, as sober travel is also trending these days — particularly among younger generations. Zero-proof cocktails are also rising in popularity among the 25% of travelers who now avoid alcohol before bedtime in search of a better sleep experience, according to Hilton research.
Sleep experience
According to Hilton’s 2024 Trends Report, across all generations, “rest and recharge” is the primary motivator for travel in 2024, and owners who double down on the guest sleep experience can see returns on their investment. While quality bedding and a good mattress are foundational to a good night’s sleep, a growing number of travelers report using earplugs or headphones to support sound sleep, while 33% prioritize listening to music, audiobooks, podcasts or other media to help ensure they get good rest. By extension, properties that invest in enhanced bedside charging options, blackout curtains, soundproofing features — including complimentary earplugs — and integrated in-room technology allowing greater guest control of lights, curtains and other elements should fast earn a reputation as a rest and recharge haven.
Sustainability
Sustainability remains a top trending priority for travelers, and while we’ve previously touched on sustainable hospitality tips, such as electric vehicle charging access and on-property hydration stations, local sourcing is another strong tactic to enable guests to travel more sustainably. A recent Hilton study shows that 86% of travelers express interest in eating local and regional cuisine, which means hotels showcasing fresh, locally sourced food and beverage offerings are far more likely to capture incremental revenue through on-property dining. Locally sourced products are often more flavorful and also tend to be more cost-effective due to lower shipping costs. Consider a third-party procurement provider to help you establish a strong network of local food-and-beverage suppliers and connect you with ethically produced responsibly sourced fare.
Business travel
As domestic business travel continues its upward growth rate, owners may want to pursue upgrades to current onsite components that pertain to the professional traveler, from in-room coffee products and workspace furnishings to elevated grab-and-go breakfast offerings and the ability for guests to seamlessly connect personal devices with on-property technology. If your meeting and events space is in need of an overhaul, an end-to-end project services provider can help you explore possibilities for renovation or expansion, especially as meeting and events business is on the rise.
Contemporary travelers are prioritizing in-person connections, blurring the lines between business and leisure travel and looking for new ways to expand their horizons, no matter the occasion. Guests are also seeking greater convenience, choice and control than ever before, which means there has never been a better time to align your property offerings with consumer travel preferences that best suit your market.
By sourcing and promoting those products, programs and services today’s travelers are seeking, you can stand out within your comp set, capture greater share of wallet and deliver an exceptional guest experience that will keep your property top of mind for future stays.
Anu Saxena is the president and global head of Hilton Supply Management.
The opinions expressed in this column do not necessarily reflect the opinions of Hotel News Now or CoStar Group and its affiliated companies. Bloggers published on this site are given the freedom to express views that may be controversial, but our goal is to provoke thought and constructive discussion within our reader community. Please feel free to contact an editor with any questions or concern.
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