two people taking pictures of a hot air balloon festival reflecting different desires of the hotel guest in the future and the need to embrace these and adjust offering

Global hotel demand is off to a strong start in 2023, with Q1 outperforming hotel occupancy figures for the same months in 2022, according to our Demand360® data as of March 12, 2023.

NB: This is an article from Amadeus

As the industry continues to bounce back, we can only wonder – what will travel look like in 10 years?

Our research study – Traveler Tribes 2033 – tackles this question through a psychographic survey of 10,000 travelers across 15 markets to understand exactly what they will want a decade from now.

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By examining the forces transforming travel along with traveler behaviors and preferences, the research uncovers four Traveler Tribes that will emerge by 2033 – Excited Experientialists, Pioneering Pathfinders, Travel Tech-fluencers, and Memory Makers.

The research suggests that many travelers will be open to new and innovative technologies and will want to travel in more sustainable ways. In fact, 34% of those surveyed say they are most excited about the technology that could reduce problems during trips in 2033. This introduces a big opportunity for the hospitality industry to take note – and prepare for the hotel guest of the future. Here’s how:

Thrill the Excited Experientialists

This group has a “try it and see” approach to life, with higher incomes and flexible working options. They seek out new experiences instead of material objects, favoring a YOLO (you only live once) mindset.

Hotel managers that think outside the box will have a lot to offer this guest segment. Since Excited Experientialists are the least likely to plan ahead and may be digital nomads or “bleisure” travelers, try offering enticing packages to support remote work with extracurriculars at the property. Maybe after a long day spent in their hotel room, they want to spontaneously book a mixology class at the hotel bar, learn to scuba dive at the onsite pool, or sign up for a local sightseeing tour offered by a partner.

The easier the hotel makes it for these travelers to embrace living in the moment, the more it will introduce valuable new revenue streams and growth for the business. It also means more excitement and options for guests to pursue the trip of their dreams.

Wow the Pioneering Pathfinders

Similar to Excited Experientialists, hoteliers should aim to maximize spend from Pioneering Pathfinders. As Gen Z and/or Millennials, this group has above-average incomes and progressive, fast-paced lives. They are interested in sustainability and smart technology when they travel.

To best suit this audience, hoteliers should prepare to provide seamless touchpoints whenever possible through features like contactless hotel check-ins, digital room keys, room service robots, and AI-enabled text or voice messaging. This will support their desire to connect their own technology to in-room offerings so they smoothly transition from home to their new “home away from home”.

From a sustainability standpoint, Pioneering Pathfinders also appreciate choosing how they interact with staff and property resources, such as opting to preset their room environment (temperature/lighting) to reduce unnecessary energy consumption and reusing towels and other hygienic items to minimize water and plastic waste.

Using technology to automate processes and put the guest in control of their trip can ease the burden of labor shortages and resolve other operational inefficiencies.

Read rest of the article at Amadeus