As the hospitality industry continues to evolve, staying ahead of the latest trends is essential to remain competitive. In this blog, we’ll explore the top hotel trends for 2024 and how For-Sight can help you capitalise on these trends to future-proof your hotel business.
1. Updated: The ‘Green Movement’ is still at the top of everyone’s agenda in 2024
According to Mintel’s (2023) report, customers are getting more sceptical about business sustainability incentives. They are pushing businesses to be openly transparent with their activities and reporting by communicating them to the wider public. Nowadays, environmental sustainability should be seen as essential to a business strategy; people are climate-aware and knowledgeable about global issues.
More and more hotels will be implementing ‘Green Tech’ – sustainable tech solutions reducing and reversing human environmental impact, to attract visitors. The solutions include automation, EV charging, LED lighting, renewable energy devices and many more. Hoteliers can achieve certifications from Green Tourism or Green Key to celebrate their sustainability achievements together with their customers.
Another interesting fact to mention is that the University of Surrey, in their recent research, found that dog ownership has increased to 29% in the UK during the pandemic, meaning that hospitality providers can significantly benefit from being more inclusive and including ‘Pet-Friendly’ opportunities in their offerings. Research has shown that dog-friendly travel information has increased the owner’s motivation to travel and was crucial in choosing the hotel and location of stay.
June 2024 update:
Big hotel brands such as Radisson and Marriott have implemented innovative energy consumption systems to monitor and control heating, ventilation, and air conditioning. Another vital area is water conservation. Hilton has introduced a water management system in some of their hotels, which can detect leaks and monitor overall water consumption.
It is crucial for hotels to communicate these positive changes to their customers. You can create a section on your website to share and engage your guests with your sustainability goals. You could also use in-room smart TV screens to convey the message without relying on print methods. According to a Global Sustainable Tourism Council report, green technology will be a critical factor in the hospitality industry by 2025.
2. Personalised services are a must
Another continuous hotel trend in 2024 is personalisation. Customers want to hear about things that resonate with them personally; otherwise, you are wasting their time and your resources. According to research from McKinsey, 71% of consumers expect companies to deliver personalised interactions, and 76% get frustrated when this doesn’t happen. All hotels gather vast amounts of customer data, but how many effectively use it to customise and personalise the guest experience? Imagine arriving at a hotel without letting anyone know it is your birthday. You receive a surprise birthday welcome in your room. Or maybe you are a loyal customer, and your room is set up to your preference every time you visit.
Customer relationship management (CRM) solutions like For-Sight, can help achieve clarity and gather all data points in one place, allowing you to segment your audience, build automated, tailored-to-visitor campaigns, and analyse campaign performance through advanced reporting. Personalisation builds relationships, boosts loyalty and can increase revenue by a whopping 40%. Learn more about personalisation on our previous blog, ‘The Power of Personalisation: Why Hotels Can’t Afford to Ignore It’.
3. Businesses have changed, and so have people
As Gen Z are slowly taking over the majority of the workforce (estimated 60 million in the US, according to Forbes), employers are encouraged to adapt to the new requirements for work. Gen Z demands more freedom, personal space, great feedback, and flexible working. During the pandemic, the older generation workforce had to adapt to the ‘work from home’ pattern and has gotten used to it. Companies that offer flexible or hybrid working will unlock doors to more talent from various countries and save money on business maintenance costs.
With employees being more flexible and offering remote work from anywhere in the world as long as they have internet access, tourism businesses have been attracted to offer work holidays. Businesses like Remote Year offer packages for bi-leisure travellers who can work during the day in a shared office space and explore exotic countries during their leisure time.
Accommodation providers for business travellers must remember that allocated space for work and super-fast free internet are the keys to attracting those people. 50 MB per second is the threshold of acceptable Wi-Fi these days.
4. Updated: Technology in aid to tackle staff shortages
The political and economic instabilities in the world continue. There is no doubt that BREXIT has affected the acquisition of a skilled workforce from Europe. With staff shortages, especially in hospitality, businesses are forced to do more with less, but here is how technology comes into play. One of the tremendous technological benefits can be seen in email marketing. According to Statista, 46% of smartphone users prefer to receive communications from businesses via emails, and 99% of users check their emails every day, some even as much as 20 times a day but on average 2-3 times a day (Optinmonster.com). As a bonus, you can read more tips on how to improve your e-mail marketing on our previous blog, ‘A Compilation of 5 Best Email Marketing Practices Our Customers Excel At ‘.
Email marketing is on the rise and can help automate and personalise messaging, saving staff time and increasing revenue. For-Sight can help you get the most out of your hospitality email marketing efforts by segmenting your guests and automating campaigns tailored to your goals and audiences, giving you access to advanced reporting streamlined from multiple data points, and much more.
June 2024 update:
Direct e-mail remains one of the most effective tools for reaching potential customers at the end of the sales funnel in many industries. It’s important to acknowledge that the way people perceive emails has transformed, with the main action now being a direct visit to the brand’s website. The travel and tourism sectors, as illustrated in the accompanying image, tend to utilise email to acquire new customers and enhance customer loyalty. Make use of your CRM to gain clarity on who your guests are, and know what they really want, and create personalised emails to actively engage them with a message that’s tailored and right for them.
5. Wave ‘bye’ to the check-in desk
Traditional check-in desks can be time-consuming and require staff stationing.
In 2024, hoteliers could save on labour, increase guest convenience, decrease wait times and enhance the experience by upgrading the traditional reception to more modern self-check-in options. How often have you stood in long queues just to receive your room keys? Did it leave a good first impression of the accommodation? In the already short-staffed environment, this could be a great, reliable addition to the business, making reception staff more flexible and focused on what’s best about hospitality – the human touch. The convenience of technology can help to focus on exceptional customer service and satisfaction through personal interaction and support. Pre-arrival direct communication through e-mail and SMS can complement the arrival process; it can help visitors prepare for the visit; for example, receiving information about check-in options can optimise check-in and check-out times.
According to Protel.net, 78% of visitors want to see more self-serve hotel devices. Not only hotel self-service kiosks but also self-service apps are on the rise. For example, the Apex Hotel brand offers guests a mobile app, allowing them to check in or out, book a stay or facilities, use it as a city guide, receive rewards and offers, and even communicate with hotel staff. Hilton Hotel Group has introduced a feature on their Hilton Honours app that allows guests to use it as a digital room key.
6. People are more digitally invested. Are your rooms, too?
Digital appliances and the Internet of Things (IoT) have become a necessity in our lives. Digital tools enhance our day-to-day activities and make us more productive and organised. We have become so used to the technology in our daily lives that we expect it in other locations like hotels, restaurants and shops.
Hoteliers can invest in smart TVs and software such as Enseo, where their guests can log in to Netflix or Amazon to stream their favourite TV channels or movies. After guest check-out, Enseo automatically logs out of the guest profile.
Smart controls enable visitors to set up their room temperature or light/mood preferences in a couple of clicks or swipes. Hotels like Citizen M offer tablets with personalisation features in their rooms where visitors can manage everything via a tablet.
Voice-activated controls are a feature that benefits everyone and is inclusive to people with visual impairment. This feature can be used to request a song on Spotify when showering or ordering lunch from the hotel restaurant.
Have you ever forgotten the correct travel adapter for your device when travelling abroad? It is convenient to have either USB ports or smart/wireless charging spots in the hotel room so guests can charge their smart devices without an adapter.
Visitors will appreciate the hotelier’s sustainability efforts. Hotels could consider digital shower timers to avoid water waste and educate visitors on their water usage.
7. Updated: Balancing AI and human touch
The subject of artificial intelligence (AI) has been on the agenda for a while now. Accommodation providers can use the technology to communicate with guests using chatbots, help potential visitors book their services and even set pricing based on historical data and algorithms. At For-Sight, we recently upgraded our Marketing Hub with AI, to help reduce your workload and work as your editor assistant for copy and cross-channel creation.
According to Business Insider, people are still concerned about the future of AI. One of the concerns addressed is unemployment. People worry that as AI develops and is increasingly used by businesses, it could replace some of the workforce. In terms of the hospitality industry, it is, in fact, supporting the workforce to offload some of the strains and pressure from the existing staff. People will always want human interaction, meaning technology will only enhance the experience and convenience.
A report from Mintel’ Global Consumer Trends 2024‘ highlights ‘while consumers and businesses learn to balance the use of this emerging technology, consumers will begin to appreciate what makes humans so unique—emotions, empathy, creative ideas and the desire to connect with fellow human beings… A new ‘human-as-premium’ label will emerge,’
June 2024 update:
According to the latest European Marketing Agenda research, 44% of surveyed CMOs selected AI as one of the top three topics of interest, whereas it was not among the key topics the previous year. Digital marketing came in second with 40%. Almost half of the surveyed marketers are already using AI in their daily work tasks. The most popular applications of AI are content production (69%) and conversational AI (35%).
8. NEW SECTION: Know your generations and their consumer habits
Mintel recently published an insightful paper ”Consumers’ Holiday Habits: A Travel Guide” which is about generational consumer habits, common characteristics and differences. We thought that you would benefit from a short analysis and tips from the report.
Baby Boomers (born in 1946-1964)
As per Mintel’s consumer research, it’s clear that baby boomers have a strong preference for traditional travel booking methods. Nearly half of US respondents in this generation are planning to revisit a destination they have already been to. They are less inclined to use technology for travel, preferring the reliability and personal touch of travel agents over smartphones or computers. Moreover, they express discomfort with using AI for travel planning.
Pro Tips
To cater to the unique needs of Baby Boomers, hoteliers should emphasise the value of human interaction. Tech interactions: Make them feel confident (be clear about how you use their data) and make their experience online seamless. This approach will help them feel understood and catered to, enhancing their confidence and comfort in the travel experience.
Gen X (born in 1965-1980)
Gen X travellers are more likely to take family trips as they probably have grown-up children and young grandchildren. They are interested in new experiences and exploring different destinations, especially wellness destinations. According to Mintel consumer research, Gen X’s interest in wellness holidays is almost as high as Gen Z’s, but their involvement is lower. Gen X highly values top-quality experiences but is price-sensitive.
Pro Tips:
By offering affordable experiences for families, hoteliers can make Gen X travellers feel considered and valued. Hoteliers can also capitalise on the wellness trend to promote their hotels and experiences to Gen X. This strategy not only aligns with their price sensitivity but also caters to their desire for top-quality experiences. You can also tailor the guest comms content to Gen X travelling with Family.
Millennials (born in 1981-1996)
Social media serves as a source of inspiration for various purposes, including travel and tourism. According to Mintel’s consumer research, millennials are heavily influenced by travel influencers on social media, and a significant portion of them are more inclined to opt for luxury when travelling. However, due to the cost-of-living crisis, many UK millennials are budget-conscious and pay close attention to holiday expenditures. As a result, they are likely to reduce costs by booking early, cutting back on accommodation and dining expenses.
Millennials have a higher percentage of solo travellers than other generations, as they seek self-discovery and freedom. This generation is interested in unique experiences and services. Additionally, millennials are starting families, and like the Gen X group, some of them are interested in family-oriented activities and experiences.
Pro Tips:
Hotels can attract millennials in a variety of ways. Luxury accommodations can promote unique experiences and services, while budget-friendly establishments could emphasise family-friendly and value-driven experiences. Consider influencer marketing. Partner with content creators that will be fitting to your audience and hotel. If the lead time between booking and arrival is expended, they might want to consider optimising pre-stay comms (email marketing, SMS) to get them engaged and enhance their stay with amenity bookings, activities, or inspire their stay (local attractions advice etc).
Gen Z (born in 1997-2012)
Gen Z and Millennials are known for their confidence in technology and their reliance on social media for influence. Mintel consumer research mentions a new trend called ‘set-jetting’, which refers to travelling to destinations featured in favourite TV shows, movies, and social media. For instance, the recent TV show ‘Baby Reindeer’ on Netflix showcased many popular locations in Edinburgh, Scotland. Businesses like Trainline and Time Out are taking advantage of this trend by offering viewers location guides. Edinburgh is also well-known for its popular Harry Potter tours and experiences, which are favoured by Millennials.
It’s important to note that Gen Z is considered the most environmentally conscious generation, and sustainability plays a significant role in their decision-making. Many Gen Z influencers are promoting sustainable travel options and destinations. While the green factor is important to this generation, cost remains a priority due to the impact of the cost-of-living crisis on all generations.
Pro Tips:
Hotels can benefit from promoting sustainable practices and offering ‘TikTokable’/’Instagrammable’ experiences to attract Gen Z travellers and encourage Word-Of-Mouth Marketing through social media. When targeting Gen Z audiences with campaigns, you might want to consider creating them around a theme referencing culture/shows that resonate with them.
Feeling Nostalgic?
The “nostalgia” trend is making its way back to consumer marketing. You might have noticed that songs from the 80s and 90s are being reimagined and hitting the charts on TikTok. Even Eminem has released a new song called “Houdini,” which includes parts of his 2002 hit “Without Me.” It is expected that more brands will incorporate a vintage feel into their marketing.
What does this mean for hotel marketing? It is an opportunity to revisit successful brand affinity strategies from the past and focus on the emotional connections with your target audiences. You should consider what aspects of your brand evoke a sense of familiarity for your customers. Perhaps it’s an event that was popular in the past that could make a comeback or a previously popular product that could be reintroduced as a limited edition item.
For example, Peter Pan Afternoon Tea | Aqua Shard | British Cuisine, an afternoon tea on the Peter Pan theme, will resonate with customers who watched Disney as children and fell into nostalgia.
Future-Proof Your Hotel with For-Sight
As you navigate the rapidly evolving hospitality landscape, For-Sight’s innovative solutions can help future-proof your hotel business and tackle some of the 2024 hotel trends. With our advanced technology and expertise, we offer a range of tools to increase revenue and enhance guest loyalty.
Our automated email and SMS campaigns will engage your guests at every touchpoint, ensuring your communication is timely, personalised, and effective. By leveraging our advanced reporting capabilities, you can gain valuable insights into guest behaviour and preferences, allowing you to tailor your offerings and promotions.
With For-Sight, you can unlock new revenue streams and stay ahead of the curve in 2024 and beyond. Our guest loyalty-building capabilities will help you create lasting relationships with your guests, encouraging repeat visits and positive word-of-mouth.
Contact us today at For-Sight to discover how our comprehensive solutions can drive your hotel’s success in the ever-changing hospitality industry. Let us help you thrive and achieve your business goals.
