The hospitality industry is ever-evolving, shaped by technological advancements, shifting consumer expectations, and the need for innovative strategies.
NB: This is an article from Userguest, one of our Expert Partners
As we step into 2024, several key trends are set to redefine the landscape of hotels and accommodations. Let’s explore the top trends that will shape the industry in the coming year.
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1. Prioritising Travel for Well-being
Based on a recent global survey conducted by Hilton and Ipsos, it is anticipated that travellers will cut back on other personal expenses to prioritise leisure travel in 2024. The majority of respondents across different generations highlighted their primary motive for travelling in 2024 as rest and rejuvenation, with an increased focus on quality sleep. These findings were presented in Hilton’s third-annual trends report, titled “What Millennials, Gen Z, Gen X, and Baby Boomers Tell Us About Travel in the Year Ahead.” The report not only delineates the preferences and interests of the 2024 traveller but also delves into how each generation perceives travel, ranging from digital-native Gen Z to seasoned Baby Boomers. Drawing insights from a global survey involving over 10,000 travellers across nine countries, video diaries featuring 60 U.S. travellers, and interviews with numerous Hilton travel experts, the report identifies four overarching themes expected to drive change and innovation in travel for 2024 and beyond.
2. Data-Driven Marketing Campaigns
In the quest for optimal resource allocation and marketing ROI, hotels are turning to data. By tracking and analysing customer journeys through cookies, hotels gain insights into guest behaviour, engagement, and other valuable metrics. This data-rich approach enables hotels to measure guest retention, acquisition rates, and consumer engagement scores, providing a solid foundation for strategic decision-making.
To capitalise on this trend, hotels should ensure they are utilising the right tools for gathering guest demographics. Google Analytics, as a free and robust option, can empower marketing teams to make informed decisions and maximise their return on investment. Userguest’s dashboard goes a step further by providing valuable insights into each market’s booking behaviour.
3. Customer-Journey-Focused Campaigns
The desire for personalised travel experiences continues to grow, with customers expecting tailored services throughout their journey. Hotels can meet this demand by creating customer-centric campaigns that allow guests to personalise their travel itineraries. Whether it’s adding extra nights, bringing family members, or indulging in luxury amenities, personalised experiences contribute to higher guest satisfaction.
To implement this trend successfully, hotels can use Userguest’s notifications and offer personalised offers to each website visitor.
4. Attribute-Based Pricing Takes Centre Stage
As personalised experiences become more sought after, attribute-based pricing is expected to dominate in 2024. This approach focuses on personalisation based on location and amenities.
Hotels will leverage technology to manage room types seamlessly and connect amenities to rooms, ensuring a seamless and personalised experience for guests.
5. Hotel Chains Revamping Offerings
In a strategic move reminiscent of the airline model, hotel chains are expanding their offerings to include additional services like transfers and car rentals. This transformation not only enhances the guest experience but also opens new revenue streams for hotel groups. Collaborations with local attractions and unique experiences further differentiate hotels in a competitive market.
This evolution prompts independent hotels to adapt operationally and explore creative strategies to meet changing guest expectations and compete with branded establishments.
6. Short Video Take Centre Stage
With attention spans shrinking and diverse booking channels emerging, hotels recognise the importance of robust social media strategies. Crafting concise strategies aligned with short attention span channels such as TikTok and Instagram becomes crucial for staying relevant and effectively engaging with guests.
Short-form video content is taking centre stage in the digital marketing realm, with its popularity on the rise. Marketers are increasingly investing in short-form videos due to their high return on investment.
In 2023, one-third of marketers utilised short-form videos, and this trend is expected to grow further in 2024. To harness the power of short-form video, hotels should focus on improving digital and physical accessibility. Engaging video ads on popular platforms can redirect online traffic to the hotel website, showcasing unique amenities, culture, and experiences.
7. The Implementation of Generative AI
Generative AI tools are becoming indispensable for hotels aiming to streamline operations and enhance guest satisfaction. Hotel chatbots powered by generative AI enable rapid responses to guest queries, improving customer service scores. Moreover, AI is revolutionising hospitality management, sales, and operations by automating repetitive tasks, allowing human resources to focus on relationship-building and closing deals.
Hotels can leverage generative intelligence tools to develop SEO-rich content, boosting their online presence and social media effectiveness. Through AI, hotels can set dynamic pricing based on factors like occupancy, demand, and other variables, maximising revenue even during low-demand periods.
8. Comprehensive Trends for Luxury Hotels in 2024
Luxury hotels in 2024 are crafting an unparalleled guest experience by seamlessly blending cutting-edge technology, wellness offerings, data-driven personalisation, efficient biometric processes, and an emphasis on local authenticity.
This holistic approach defines the pinnacle of luxury, where opulence meets well-being, creating a bespoke and unforgettable stay for the discerning traveller.
9. Shoulder Season
In 2024, a prominent travel trend is the increasing popularity of shoulder season travel to Europe’s renowned destinations, such as France, Spain, the UK, and Italy.
This trend holds significance due to a confluence of social, economic, and environmental factors. Amidst a cost of living crisis, travellers prioritise value, with 47% willing to adjust school schedules for more affordable off-peak travel, as revealed in Booking.com’s 2024 travel trends survey.
The allure of shoulder season travel is further heightened by flexible working arrangements, rising temperatures, and a growing emotional desire for authentic, tranquil experiences instead of crowded beach scenes, making it a prominent consideration for travellers in 2024.
10. Plan-free Travel
In 2024, a notable travel trend is the rejection of meticulously planned itineraries in favour of plan-free travel, marking a shift away from the algorithm-driven Fomo travel era.
The allure of once-secret Insta-famous spots has diminished, prompting a counter-movement towards spontaneous, unplanned journeys. This trend gains momentum as Booking.com reveals that 50% of UK travellers express a desire to book surprise trips in 2024, where the destination remains unknown until arrival.
Companies like Black Tomato and Journee are catering to this trend by offering services where travellers can choose preferred environments, leaving the details entirely to the travel experts. The growing popularity of surprise trips indicates a shift towards embracing the unknown and fostering a sense of adventure in travel experiences for the year ahead.
As the hotel industry dances to the rhythm of these trends, those that infuse innovation into their DNA and cater to the ever-evolving whims of consumers are destined for success in 2024 and beyond. Let the adventure begin!
