2024 looks promising for hoteliers. After several complicated years due in particular to the health crisis, the trade press is predicting sustained business with the return of foreign customers. And the Olympic Games are set to boost business. 🏆 Yes, but to get a slice of the cake, it's no longer enough to provide travellers with basic services. It's necessary to anticipate customer behavior, in order to stay competitive. Let's take a look at the 5 main trends in the hotel industry in 2024.
Hyperpersonalization 👨👩👧👦
"Customer experience" is a word on every marketer's lips, especially in the tourism sector. Many articles on the subject of hospitality talk about it. McKinsey, for example. Its journalists interviewed leaders in the hotel industry about the changes expected by 2030.
Verdict: convenience and customization are the first terms mentioned. Matteo Pacca explains that offer personalization (via e-mails or customized promotions) is still in its infancy. Thanks to technology, and in particular generative AI, hoteliers will know all their guests' habits - from their preference for showers or baths, to their favorite brand of coffee and the time they wake up.
💡 Our advice for 2024: identify the channels through which you can retrieve maximum data on your customers and prospects, then imagine how you can exploit it. And if you haven't already done so, equip yourself with a PMS(Property Management System) to centralize this data.
Authenticity 🏡
In addition to the personalization of the offer, there's the desire to experience a "real" stay that's out of the ordinary. Of course, in 2024, you'll still be welcoming guests who need a simple bed and breakfast. But that's not all. Many of your guests are looking for meaning, and this is reflected in their choice of tourist accommodation. They want to escape, immerse themselves in the local culture and experience memorable moments. The good news is that this heralds the end of standardization. A real boon for independent hoteliers, now free to assert their identity.
💡 Our advice for 2024: redefine your targets based on the 7 traveler profiles identified by Booking and create a unique and original offer in line with your establishment's environment.
Neat atmosphere 🎀
According to Expedia Group, of which Hotels.com is a part, the atmosphere of a hotel represents a significant choice criterion when booking for 85% of French tourists. A figure revealed in their November 9, 2023 report on travel trends in 2024. And by this remark, they don't just mean the color of the walls or the piano in the corner, but the level of service and attention they receive. It's about the overall ambience of the place.
💡 Our tip for 2024: reread your customer reviews or ask them about their impressions when they walk through your lobby. Does it have a friendly, welcoming atmosphere? Do they have workation services to relax and work, or spaces to meet or entertain outside their rooms?
AI and connected objects 🤖
In today's fast-paced world, patience is a rare quality. From the moment travelers decide to book an overnight stay, they want everything to run smoothly: from reservation to check-out. Technologies such as artificial intelligence and robotics are major assets in streamlining the customer experience. Some hotels are already investing in this area, such as :
- chatbots, for instant, round-the-clock communication with their hosts ;
- IoT (Internet of Things) for voice-controlled operation of appliances: heating, air conditioning, lighting, electronic room access cards, wear and tear measurement, etc;
- virtual reality (VR) or augmented reality (AR), to present the range of services in a different way;
- applications, including guest apps, to provide personalized information updated in real time;
- etc.
YOTEL, New York City - considered one of the world's most high-tech hotels: a concept for the future, or a delusion? Make up your own mind. [ link to image]
💡 Our tip for 2024: automate tasks usually entrusted to the reception team, thanks to apps like GetWelcom.
🌍 Durability
Ecotourism is no longer the preserve of a niche group of travelers. For everyone, the hotel of the future is ecological and eco-responsible. And this benefits guests, who respect their environmental values right down to their travels, hoteliers, who save money by reducing their energy costs, and our planet, of course!
Here are a few examples of actions to implement:
- a policy of reusing linen during the stay;
- short-distance sourcing and measures to prevent food wastage;
- use of renewable energies and waste reduction;
- the adoption of a CSR (Corporate Social Responsibility) charter - read our article Hotels and CSR
- the purchase of recycled furniture.
💡 Our advice for 2024: take one step at a time - start by digitizing your welcome booklet to reduce the amount of paper consumed with the GetWelcom room directory.
🌟 Our "inspiration" bonus: why not turn your commitment to ecotourism into a concept, following the example of the Accor Group's Greet brand? They call these new establishments "second-chance hotels".
Now that you know the 5 major trends to follow in 2024, get ready to face next year with peace of mind. How can you do this? Contact GetWelcom. We've developed digital solutions to meet hotel guests' expectations and enhance their stay in your establishment.
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