What
are the latest trends in the hospitality industry? Well, it goes without saying
that the coronavirus outbreak and ensuing safety measures have had a
significant impact on hospitality throughout 2020 and will no doubt spill over
into 2021 and beyond. Some responses to this extraordinary situation,
attempting to entice patrons back into food and beverage outlets and assure holidaygoers that it is indeed safe to
enjoy a hotel stay, have accelerated existing hospitality industry trends and
triggered lasting change.
Meanwhile,
evolution at the societal level – consequence in part of shifted values in the
aftermath of the pandemic’s most acute phase and in part of increased consumer
awareness of all things sustainable and purposeful – has set new benchmarks for
hospitality enterprises. EHL Insights presents to you current trends in the
hospitality industry.
From
necessary COVID-19 adaptations to accommodating evolving consumer preferences:
the TOP 10 hospitality industry trends
1.
Going contactless
You
may remember that “digitized guest experiences” featured on last year’s hot list. Needless to say, the trend
towards digital and contactless services has gained new momentum in 2020.
Traditionally customer-facing services are being given an overhaul, thanks to
the more widespread use of technology-assisted options, such as mobile
check-in, contactless payments, voice control and biometrics.
Consumers
who have become accustomed to unlocking their smartphones and laptops using
facial and fingerprint recognition will soon come to expect the same
convenience in accessing their hotel rooms, say. Unfortunately for the
establishments looking to welcome them, however, these upgrades may be costly
to install and maintain. If you want to stay ahead of the curve, we recommend
you dig deep and make the investment.
2.
Staycations
In
stark contrast to last year’s no. 5 hospitality industry trend “booming global
tourism”, travel restrictions in 2020 have facilitated the rise of the
staycation. Some vacationers may also be choosing to stay closer to home for
environmental or budgeting reasons, with this year having seen a marked uptick
in holidays spent more locally. Surging online content promising to “create a
balcony haven” or “a garden oasis to be proud of” are a sign of the times.
3.
Delivery with a twist
Widespread
lockdown and upturned work and childcare schedules have afforded delivery
services new importance this year. No longer content with (always) ordering the
usual go-to pizza, Chinese or Indian takeaway, however, consumers are now
looking to take things up a notch. Not wanting to forego the frills of fine
dining, they are now looking to emulate the experience at home. F&B outlets
are making this possible by incorporating drinks deliveries and offering
extras: atmospheric candles, QR-code playlists and unexpected freebies.
4.
Automation & technology
This
broad, sweeping category speaks to the technological developments that have
been seen to reduce waiting times, “outsource” menial tasks to robots and use
big data to optimize processes, for example. AI-powered chatbots have proven to
be a customer service asset both during the booking process and in responding
to the recurring questions on the protective measures pertaining to COVID-19.
Hotel
operations more generally are increasingly shaped by the use of management
systems to monitor and optimize revenues, customer relationships, property,
channels and reputation. Mobile, cloud-based and integrated solutions are
especially sought-after. Not to mention the rising importance of integrated
messaging, predictive analytics, customer profiling and middleware, which seeks
to connect any disparate systems. (See the respective infographic based on research undertaken by
SiteMinder et al.).
5.
Personalization
Today’s
guests have grown to expect to be recognized and treated as individuals.
Establishments are going the extra mile to personally greet their guests, while
tools such as Mailchimp and Zoho have made personalized e-mail marketing
accessible to the masses, ensuring highly target audience-specific
communications. Far beyond simply adding the customer’s name to email
greetings, data provides insight into past buying habits, enabling hotels to
tailor their offers and promotions and automatically provide similar services
to previous stays.
6.
Instaworthy design
Having
long since recognized guests’ affinity towards snapping pics to post on social
media, hospitality enterprises are stepping up their game. With a view to leveraging
this free publicity, owners are paying greater attention to photogenic table
settings and decor backdrops. Entire meals can serve as irresistibly beautiful
vignettes that demand to be shared – if presented in their best light.
7.
Virtual & augmented reality
Following
on from the orientation towards visually appealing content, it seems only
natural that businesses in the hospitality industry should seek to capitalize
on features such as virtual tours, conjuring up a digital environment for
consumers to picture themselves in. Videos providing 360-degree views of
restaurant ambiance, sweet little café terraces enveloped in greenery or hotel
beachfront locations, for instance, are just the ticket to make an
establishment stand out this year. As ever, keeping the access threshold low is
key to reaching as broad an audience as possible with virtual reality material:
making content accessible on a variety of devices, without the need for a VR
headset.
Once
on site, guests should be able to whip out their trusty sidekick – their
smartphone – and simply point it at real-world artefacts to summon up
additional information. Augmented reality uses graphical or informational
overlays to enhance in-situ environments. Once they have downloaded the
respective app, guests can use this tool to access restaurant opening times,
reviews or interactive tourist information maps or even create user-generated
content.
8.
Purposeful experiences & essentialism
Travel
guilt is real. Minimalism has reinvigorated the otherwise somewhat dusty saying
“less is more”. Travelers are decreasingly seeking lavish displays of wealth,
preferring instead to spend wisely, purposefully and make a positive impact on
the world. Unique experiences that give back to local communities in meaningful
ways are in demand, as are niche properties, adventurous holidays and
relaxation retreats.
9.
Solo travelers
In
the age of mindfulness, many have embraced the meditative value of spending
time alone and venturing out into the big wide world unencumbered, interacting
and making friends to whatever degree suits. In an effort to make solo
travelers feel comfortable, barriers between hotel staff and guests are being
lowered, interior design choices made to evoke a sense of homeliness and an
informal atmosphere cultivated. This, along with a less stark divide between
guests and locals, encourages a feeling of hotel community.
10.
Sustainability
Last
but not least, a hospitality trend that is both current and a hallmark of
recent years: “sustainability” once again assumes rank no. 10. A natural
extension of avoiding disposable plastics, eliminating unnecessary paper
consumption thanks to opt-in receipts and reducing food waste, more
far-reaching ethical and environmental considerations are shaping decisions
made at the hospitality management level. Decisions about things as simple as
which towel rails to install during renovations have disproportionate
repercussions when implemented at scale. Simple eco-friendly switches include
replacing miniature toiletries with larger, locally sourced dispensers,
choosing ethically produced bedsheets made from organic materials and reducing
energy consumption with smart bulbs, etc. Vegetarian and vegan options also
harbor well-known environmental advantages.
It
seems what has undeniably been a very challenging situation for many an
industry in 2020 has yielded benefits that will be felt for years to come. May
2021 bring more of the same innovative spirit!
Sources:
- 10 Hospitality Trends That Will Be Strong in 2020
- Hospitality
Trends: The Latest Trends in The Hospitality Industry
- The top 4 hospitality industry trends in 2020
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