Consumer sentiment and the stock market are up, oil prices are mainly stable, employment is pretty strong, and it is an election year. Interest rates have peaked but have not yet declined, and threats of war are still present.

Lodging trends are off to a weaker-than-expected start to 2024. While supply growth remains muted, demand growth, perhaps due to the weather in some instances, is not quite there. Corporate transient travel is still being affected by a slow return to the office. Group business is still behind 2019, albeit almost there. Leisure is softening, but when combined with the “mullet” or “bleisure” traveler, it is on pace to reach 2023 numbers. International travel will certainly offset Americans traveling abroad.

How can hoteliers manage this crazy election year? There are several steps that can make a difference in the year, for the year.

The difference between the first page on Tripadvisor and the second page can be significant. Revinate says, “In a recent survey, location, price and reviews are the top three factors in booking decisions.”

Things that we can do as hoteliers include increased communication with our guests before, during and after their stays. Coupled with responding to all reviews, this will improve the reputation of our hotels.

Sales teams prioritizing visual and interactive content early in the sales process will be more successful at closing group business. Sustainability has become an essential factor in choosing a hotel or venue. Staying on top of these trends alone is a solid first step.

Today’s restaurants must focus on “farm-to-table,” offering healthy options, nutritious food and more straightforward menus to keep labor costs from soaring. "The secret sauce for hotel dining includes fresh menus and trained staff."

Plant-based foods, exciting cocktails and mocktails, local beers and wines are critical to attracting guests in-house and from the local neighborhood. Having a staff member who can help recommend outside restaurants and bars for those not offering food and beverages will be appreciated by guests. Think about who our front-desk agents are — they seldom live in the neighborhood, and sometimes, after completing computer system training, they talk to our guests with no local knowledge of the market.

Hotels are boosting their wellness offerings beyond a spa, revamping food and beverage and considering the sleep experience. It is not about what amenities we have; it is more about making programs available and showing that we care.

For example, a free yoga sampler class taught by a business partner or team member might be something a business traveler needs to dip their toe into the water. For those hotels with a fitness room only, a detailed list of restaurants that includes healthy foods, a list of spas and any local programming you can recommend shows interest.

Scheduling, training, e-learning, revenue management, search engine optimization and marketing are all great starting points for artificial intelligence.

Consider pairing customer service with AI when it comes to Chatbots on the hotel's website. Plus, incorporate it during food production through delivery robots, as well as performing content and sentiment analysis, responding to online reviews and monitoring energy efficiency. Voila! AI at your property.

Guest preferences stored in the property management system can jump-start personalization at check-in. Texting before, during and after a stay will further enhance this process. Adding drinks, coffee and services in the lobby for today’s hybrid workers can make a difference. These are some of the first steps for achieving those positive guest reviews!

Events and room blocks booked without staff via AI and the ability to identify opportunities for guests to engage locally can add a touch. Digital keys, facial recognition for check-in, and augmented reality for sales take you to another level.

Create memorable experiences with impressive customer service, offer unique food and beverage products within the hotel, and give them something to brag about.

Remember, young people will dominate the market soon. I’m not saying “forget the boomers,” but we are not the future. They are!

To a great and exciting election year!

Robert Rauch, CHA, has been an owner-operator of hotels for several decades and is founding chairman of Brick Hospitality, owner of R. A. Rauch & Associates, Inc.

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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