question marks reflecting hospitality trends raising more questions than answers

In this blog, we analyze three key hospitality trends for 2024 and look at the excitement, challenges, and fears that they may bring along the way. The end of the year brings an opportunity to reflect on what’s coming next and what trends may impact the hospitality industry.

NB: This is an article from TrustYou

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Change, disruption, and innovation are often mentioned when describing the impact of technology, evolving consumer behaviors, and the ever-complex economic and political scene. While these buzzwords often come with a feeling of excitement and progress, the path toward integrating these trends efficiently often comes with a certain degree of uncertainty mixed with operational challenges.

#1 Hospitality Tech: Balancing Efficiency and Emotion

Rapid technological changes are causing radical transformations in all industries, and the hospitality sector is no exception. More efficient operations, streamlined services, and seamless customer experiences are among the key benefits technology brings to the hoteliers’ table. 

While the possibilities seem unlimited, many hoteliers have mixed feelings about existing technology solutions. 

A recent study by Deloitte explored how hotels and airports are employing current technologies to reduce staff shortages and streamline operations. Unsurprisingly, the results show hoteliers need more convincing that technology solves all their challenges. For example, only 1 out of 4 hoteliers believe AI can significantly improve guest processing, compared to 100% of airport tech leaders.

54% of hoteliers believe that the available technology is not sufficiently advanced to meet their ever-evolving requirements

A more reluctant approach comes from the uncertainty that technology can cater to the needs of an industry that has to combine operational excellence with human touch and emotions. Finding the sweet spot between automation, digitization, and genuine connection is the ultimate challenge to ensure efficiency on one side and happiness on the other. 

#2 Traveling Cheaper or Greener? 

Sustainability has become more than a buzzword in the industry, and many hospitality providers go the extra mile to implement eco-friendly initiatives. 

Travelers are also more conscious than before: a recent study by shows that almost 8 out of 10 respondents would like to adopt more sustainable practices in their trips. This equals the same number of people saying their travel budgets have been affected by rising costs. 

Our data also confirms the role that price plays when leaving a review. Based on our quarterly research for 2023, globally, WiFi is the only category that can bring lower scores, except for price. The value of money is not just a criterion for choosing accommodation. It can also significantly impact how guests evaluate their stay.

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