“The past is a place of reference, not a place of residence; the past is a place of learning, not a place of living.”
— Roy T. Bennett

The future of the hospitality industry is one of constant adaptation and evolution. It is essential to move forward without clinging to the idea of returning to a pre-2019 "normal."

“Normal” doesn’t exist anymore in this industry. The past is a valuable learning experience, but there is no need to strive backward. Instead, the industry must embrace the present and create a new framework for success.

Let's identify a few trends that are "out," meaning if you're still clinging to them, you're going to get left behind.

In the past three years, the hospitality industry has demanded novel approaches to attracting and retaining staff. Prioritization of employee needs, implementing recruitment and retention strategies, and avoiding returning to pandemic-era service limitations are crucial. Many companies are tapping into the gig economy to bring in additional employees, even for a short time to slot in when necessary. Hotels with exceptional onboarding programs will see the most success with this option because they can quickly familiarize new employees with hotel functions.

Staffing shortages affect the backbone of hotel operations on the ground. Without adequate staffing, an issue that may persist for the next few years, managers must get creative to ensure they are prepared to exceed guest expectations. This can range from focusing on onboarding, on-the-job training, mentoring, and buddy programs to getting new team members up to speed quickly and having a culture that enables retention of the most valuable part of a hotel: the people. Adapting creative options such as this is essential in dealing with ongoing and future obstacles that will likely arise and require teams of innovative leaders.

Before the pandemic, many guests pushed back on technology integration in hotels because there was an expectation for person-to-person interaction, but as operators, we had no other pathways to success without rapid and systemic integration of new tech.

Today, technology has been integral in meeting and exceeding guest expectations in a few key ways:

• Optimizing the check-in process: Nearly 70% of branded hotels now provide guests with the option to use mobile check-in, use digital keys and interact with apps, which provide guests with great insight into their stay.
  
• Creating immersive guest experiences: Hotels have begun integrating beacon technology into their apps, pulling real-time guest data to enhance the experience. Once guests settle in, they can expect phone notifications for hotels based on location and interests. For example, guests may be alerted about a nearby yoga class starting in 20 minutes if they are lounging by the pool.

Hospitality companies have successfully embraced virtual selling methods, offering meeting planners and corporate buyers a dependable selection process without traditional site visits. Digital media companies have played a pivotal role by providing virtual tours and 360-degree imagery, elevating the proposal experience and instilling greater confidence in a hotel's ability to meet clients' requirements. Integrating such tools allows hotels to furnish clients with comprehensive information and perspectives, even when on-site inspections are impractical. By augmenting the conventional sales process with technology, hospitality teams adeptly adapt to the evolving landscape while retaining the core principles of their approach.

Now let's consider what's in — in other words what will keep your hotel company ahead of the game.

In recent years, wellness travel has experienced a remarkable surge in popularity. In our contemporary, high-paced, and stressful society, finding avenues for escaping daily life's pressures and prioritizing physical, mental, and emotional well-being has become imperative. Wellness travel presents an ideal solution, providing dedicated spaces and time for relaxation, rejuvenation, and self-improvement. Whether guests seek indulgence in spa treatments, yoga, meditation, immersion in outdoor activities, or exploration of holistic healing practices, wellness travel offers a comprehensive approach to self-care. Leaders in the hospitality industry must note this burgeoning trend and proactively cater to wellness travelers' needs.

As a hotel guest, I used to expect a hot shower, a good bed and reliable internet, but these are table stakes now. Today’s traveler expects everything to be seamless and to feel enriched by their hotel experience. Hotels must go the extra mile to anticipate and meet guests' needs, often catering to desires they didn't even know they had. Take the Bardessono outside of Napa, for example, which specializes in surprising and delighting guests. Providing small treats at the in-room coffee station isn’t an expectation but a small reminder to encourage relaxation and create a memorable guest experience.

Hospitality is a journey, not a job. Journeys are hard. Alongside your team, you scale mountains and slay dragons. It takes real commitment. To build a strong company culture, leaders have first to look within. Knowing what to focus on can only be discovered through open communication and input from employees most affected by the company culture. If the goal is to provide associates with the opportunity to thrive, the first step is understanding what thriving looks like to them.

Fostering a solid culture demands unwavering integrity and commitment from leadership, and ensuring that promises made by executives align with the organization's actions is paramount. When the company professes investment in its associates, every decision should reflect this dedication. A foundation of trust is built by adhering to these principles and fostering a healthy culture that attracts the industry's top talent.

Much like humans, companies are like living organisms — they need to adapt, change, grow, learn and improve or they will die. Growth is a natural evolution in the pursuit of excellence and what propels leaders forward.

Chris Green is president of Remington Hospitality.

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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