Major trends in the hotel industry for 2024

Major trends in the hotel industry for 2024

13 March 2024

The year 2024 is shaping up to be a pivotal period for the hotel industry, marked by major changes that are transforming the experience of travellers. The EHL Hospitality Business School in Lausanne recently published une étude, a joint study by two of its research professors identified ten key trends that will shape the hotel industry in 2024. The international hotel chain Hilton has also produced its third report on the travel trends of 2024. Let's take a look at the main factors influencing the sector.

• Sustainability at the heart of the customer experience

Today's travellers are increasingly aware of the environmental impact of their travel choices. They are actively looking for sustainable and environmentally friendly options when booking accommodation. Hotels are responding to this demand by adopting sustainable practices at every level of their business.

For example, many establishments now offer bamboo toothbrushes rather than plastic ones, reducing the amount of plastic waste. Some hotels go even further by offering cooking classes focused on reducing food waste, showing guests how to use all ingredients efficiently.

• Business travel on the rise

Another major trend in 2024 is the rise of business travel combined with holidays. More and more professionals are looking for opportunities to combine work and pleasure during their business trips.

To meet this growing demand, many hotels are now providing specially designed areas for business travellers, offering facilities such as private offices, coworking spaces, equipped meeting rooms and high-speed Wi-Fi access, all in a relaxing setting.

Workspace for business travellers

• Well-being integrated into the hotel experience

Well-being has become a priority for many travellers, who are looking to recharge their batteries and relax during their hotel stay. In response, hotels are investing in top-quality wellness facilities, such as state-of-the-art spas, yoga sessions in unusual locations, well-equipped gyms, luxury bedding...

Some hotels even offer personalised fitness programmes and nutrition services to help guests maintain a healthy lifestyle during their stay.

L’espace bien-être

• Redefining bars and beverages offering

Hotel bars are also evolving to meet guests' changing beverage preferences. In addition to classic alcoholic cocktails, hotels are now focusing on creativity and design, offering innovative cocktails and elaborate presentations.

Some bars even offer non-alcoholic drinks menus, offering customers a refreshing and sophisticated alternative to traditional cocktails. Fine wine lists are also becoming increasingly common, allowing wine lovers to discover a top-of-the-range selection of wines from around the world.

Le carte des boissons au bar

• Data collection for enhanced personalisation

Hotels are increasingly exploiting customer data to improve their experience and anticipate their needs. Reservation platforms collect information on customers' preferences and habits, enabling them to offer personalised recommendations and special offers tailored to each individual.

For example, a hotel can use a guest's data to anticipate their preferences in terms of rooms, services and activities, offering them a tailor-made experience from the moment they arrive.

• Creating unique experiences through social media

Social media has become an essential tool for hotels to promote their properties and engage their guests. Many establishments use social platforms to share inspiring content, exclusive offers and exciting competitions, creating a vibrant and loyal online community.

For example, a hotel might run a photo competition on Instagram, inviting guests to share their best memories of their stay using a specific hashtag. Winners can receive exclusive prizes such as free upgrades or spa credits, creating a memorable experience and keeping guests coming back for more.

• Technological innovation and artificial intelligence (AI), key drivers

Hotels are increasingly adopting advanced technological solutions to improve operational efficiency, optimise the customer experience and remain competitive in an ever-changing market. The integration of AI enables hotels to better understand customer preferences and behaviours, making it easier to personalise services and offers.

In addition, the use of chatbots and virtual assistants enables 24/7 customer service, responding instantly to customer requests and queries. Mobile applications, digital keys and other contactless technologies are also increasingly being used to simplify check-in and payment processes, providing a smoother, more secure customer experience.

• Promoting cultural diversity and inclusion in the customer experience

Hotels are increasingly recognising the importance of celebrating cultural diversity and creating inclusive environments that reflect the needs and preferences of a diverse global clientele. This is achieved through a number of initiatives, such as incorporating local cultural elements into the hotel's décor and layout, organising cultural events or themed evenings featuring local music, cuisine and traditions, and working with local artists and craftspeople to showcase regional arts and crafts. By embracing cultural diversity and promoting inclusion, hotels can create authentic and enriching experiences for their guests, enhancing their appeal and reputation in an increasingly globalised market.

In conclusion, 2024 marks a significant turning point for the hotel industry, with trends such as sustainability, the integration of wellness and the increasing adoption of innovative technologies redefining the traveller experience. By adapting to these developments and anticipating changing customer needs, hotels can not only thrive in an ever-changing market, but also deliver memorable and satisfying experiences to their guests.