In this article we will review the 9 key trends in the hospitality industry that have been set as a benchmark for companies in this sector in 2022.
The pandemic has had a severe impact on society, affecting numerous sectors such as hospitality and tourism. The total cessation of business for months, as well as a slow and intermittent recovery have left strong traces on both establishments and society.
In fact, this exceptional situation has prompted the adoption of new action, prevention and safety measures in the former; accelerating current industry trends and generating permanent changes.
Society has also undergone an evolution during the pandemic. Trends such as the use of contactless technologies, the increased importance of health protocols or the implementation of new vacation modalities such as “staycations” have made their appearance and have become strongly anchored.
In addition, new trends related to the environment and current issues, such as increased awareness for durability, sustainability, health and wellness among others have been added to the list.
The Rebold agency defines in its study the new traveler profile of 2022, which we encourage you to consult by clicking HERE.
1. Workspaces within hotels…
…for those we call “Bleisure Travelers,” which would be travelers who combine work and vacation.
One of the key trends in the hospitality industry driven by the pandemic has been telecommuting, which indeed seems to be here to stay. It is a satisfactory work model for the worker, as he or she is not forced to waste time commuting and can work from the comfort of home or even enjoy time in another city or country.
In addition, it is a vote of confidence in the relationship between employer and employee by measuring work according to results and not according to the schedule.
Because of the advantages it brings to their workers – and by realizing that, contrary to stagnating, productivity has tended to increase – an unprecedented number of companies (led by giants such as Twitter, Facebook or Amazon) have decided to keep it for the long term. In fact, according to official figures, since 2021, the global percentage of workers in a full-time telework model has more than doubled since 2021.
But what does this mean for hotels? Nothing more and nothing less than the need to adapt to these new trends. Being able to work from anywhere in the world has driven millions of people to cross the concepts of travel and work, turning hotels into their new workplaces.
This trend represents a great capitalization opportunity for hotels and tourism establishments. At the same time, it forces them to adapt their offer to the new needs of this new type of clientele: coworking spaces or rooms, numerous plugs at their disposal, excellent wifi connection or even offering free coffee.
2. Health and well-being
This is undoubtedly another key trend in the hotel industry driven by the pandemic. The Covid-19 crisis has put health and wellness at the center of concerns, driving preventive medicine and self-care.
In the hospitality industry, it is finding its place in establishments offering personal care, and in particular in those with spas. In order to adapt to this new trend, in addition to the already existing offer of beauty care, etc., they have had to respond to the growing demand that has emerged from medical technologies and personalized treatments.
Several establishments have focused their offerings on providing a relaxing and pampering environment in which to enjoy massages, personal or group relaxation sessions, yoga, meditation, stress management, emotional balance or techniques to improve sleep quality, among others.
3. Digitizing the customer experience
The pandemic has driven contactless technology and digital services across all industries. In addition, mobile applications are playing an increasingly important role in the way businesses manage the services they offer to their customers.
Traditional services with direct customer contact have been transformed by the increasing use of technology-supported options such as contactless payment, voice control or even biometrics. In addition, consumers have become accustomed to managing everything from their cell phones.
As far as the hotel industry is concerned, it must adapt to this new trend, offering systems that allow customers to manage their reservation, make payments and cancellations or communicate with the establishment from their smartphone and practically anytime, anywhere; offering personalized, attentive, complete and if possible contactless assistance.
4. Segmentation and personalization
Big data has enabled large-scale personalization of establishments with their clientele. Beyond adding the customer’s name to communications and addressing them personally, it has made it easier to drive individualized interactions between customers and hotels, with highly segmented communications tailored to their audience, as well as personalized offers and promotions.
In general, hotel operations are increasingly controlled by management systems that allow for the analysis and optimization of data, customer relationships, real estate, networks and reputation. Thus, it is increasingly important to have a CRM that assembles all these functionalities, in addition to integrated messaging, predictive data reporting and customer profiling, among others.
5. Unique experiences
The concept of travel has changed and new trends and ways of doing tourism are emerging. Indeed, travelers are increasingly controlling their spending and prefer trips that are less luxurious but can have a positive impact on society, or an experience that provides some self-benefit beyond leisure. Unique experiences that bring real and authentic help to local communities are in high demand, as are outdoor micro-adventures, immersive experiences or relaxation retreats.
A direct consequence of this extreme personalization and quest for unique experiences is the extinction of travel agencies; for offering travel models that no longer suit the needs of today’s traveler.
6. Solo travelers
The concept of solo travelers is expanding with the rise of a search for introspective travel and new experiences, as we mentioned in the previous point. A large number of users are seeking to travel with more freedom and favoring social interaction, as well as adaptation to the cultures they discover.
To meet the needs of this new type of clientele, hotels are tending to reduce the barriers between hotel staff and guests, while offering an interior décor that cultivates an informal atmosphere. These measures, as well as a narrower gap between tourists and locals, foster a sense of authentic community in hotels and tourism establishments.
7. Sustainability
Sustainability and durability are key trends in the hospitality industry, characteristics that have been maintained for several years in the sector. They translate into taking ethics and the environment into account in hospitality management decisions, such as the use of recyclable materials, energy savings, or the reduction of food and residual waste.
Decisions on simple issues such as the choice and installation of a hand dryer when renovating have major repercussions when considered on a large scale. Simple ecological gestures that should be considered by the hotel industry include:
-the replacement of miniature toiletries with larger, local products
-choosing bed linens made from organic materials
reducing energy consumption through the use of energy-efficient light bulbs
long-lasting hotel equipment such as electric hand dryers that reduce the use of water needed to wash towels
-the implementation of vegetarian and vegan options in their menus, etc.
8. Virtual and augmented reality
With the aim of proposing visually appealing content, companies in the hospitality sector are setting themselves apart with functionalities such as virtual tours. These allow consumers to virtually immerse themselves in what could be their next vacation spot.
In addition, the videos in question can serve to distinguish them from the competition by showcasing their most special spaces and unique environments. However, it is vitally important that the content is accessible from a variety of devices, from computer to cell phone, without the need for virtual reality goggles.
Once on-site, some hotels have begun to employ augmented reality through a mobile app that provides additional information about the location in order to enhance the on-site environment for their guests. This same application allows customers to access, for example, the opening hours of the hotel’s restaurant, spa and services, reviews or tourist information cards of local attractions, and others, in order to create useful and effective content for the user.
9. Staycations
The term “staycations” refers to vacationing at home and has been on the rise since the travel restrictions implemented after the pandemic. Indeed, although international travel is again possible, the increased cost of airfare, Covid testing requirements and administrative procedures involved in foreign travel discourage a large number of travelers. This results in an increased willingness to vacation at home or to take domestic or local trips; making it one of the key trends in the hospitality industry this year.
In conclusion, the pandemic and the economic and social situation of recent years have generated transformations in the way of understanding life and travel. With regard to the hotel industry, it seems that it will have to adapt to these new trends and to the customer needs arising from them, with emphasis on the following points:
-Standardization can no longer be the norm.
-The segmentation of audiences and niche markets in order to create value
-The use and exploitation of technology to develop new concepts in the hotel-customer relationship
-Social and environmental responsibility as a moral and economic obligation.
-The development of more reactive business models to respond to social needs.
-Active management of talent, seeking its development and retention.
At Simex we have a wide variety of hotel equipment products, designed to equip any type of space and respond to different needs. Our goal is to ensure the quality of our products, without neglecting safety, efficiency and sustainability.
Discover our range of products by clicking HERE.