Here are the prominent trends in the accommodation industry in 2024, according to EHL Hospitality Business School… * EHL Hospitality Business School accommodation trends
Switzerland-based hospitality management school EHL (Ecole hôtelière de Lausanne) Hospitality Business School has compiled the prominent trends in the industry in 2024.
Here is “What are the latest trends in the hospitality industry?” according to EHL Hospitality Business School. Answers to the question:
1. INVESTMENT IN LABOR
After the pandemic, and especially in the last two years, the biggest problem of the tourism and accommodation industry was not to attract customers, but to find and retain qualified personnel.
To solve this problem, many hotel groups began to make improvements in terms of employment and working conditions.
This situation can offer significant advantages and opportunities to employees around the world, especially to those who are new to the sector. There’s never been a better time for new entrants to the industry to negotiate better working conditions and wages.
Today, leading hotel chains offer “free or low-cost accommodation to their employees”, “wage increase” and “reduction of busy working hours”.
On the other hand, hotels have started to make significant investments in training programs to motivate their staff and ensure faster advancement in their careers.
Employees whose working conditions are improved and whose skills are strengthened do not only make hotel guests feel good and increase the hotel’s “repeat guest” rates; It also contributes to creating a high-quality workforce that is compatible with other employees.
2. ARTIFICIAL INTELLIGENCE AND TECHNOLOGY: SELECTING THE BEST TECHNOLOGY TO REVOLUTIONARY HOSPITALITY
As Chat GPT completes its first year on the technology scene, we have stepped into a world accelerated by artificial intelligence, whether we want it or not. We are faced with the fact that the speed of adaptation of the industry in this area has become an urgent problem…
So, which artificial intelligence products can stakeholders benefit from in the most efficient and effective way?
Contactless services: Hassle-free technology, seamless accommodation
Implementing contactless service technologies; It is not just about the transition to “contactless service delivery” caused by the pandemic, but about redefining the accommodation experience to appeal to innovative travelers.
Contactless service technologies simplify the guest journey by reducing wait times and physical touch points.
Mobile check-in, digital keys, voice or tablet-controlled room automation allow guests to move seamlessly through their stay experience. Hotel brand CitizenM has pioneered a seamless hotel check-in and room experience with a highly successful user experience-friendly app.
Other popular applications such as WhatsApp allow hotel staff to stay in constant contact with customers throughout their stay, responding instantly to their requests and thus providing personalized services.
On the other hand, in parallel with the increase in contactless service applications, accommodation companies need to attach importance to “data privacy” and “data security” and take solid protection measures to protect guest information against cyber threats.
Technology-Focused Innovation
Robotic systems (example of Henn-na Hotel in Japan) optimize operational processes and increase efficiency in housekeeping as well as food and beverage outlets. It allows managers to respond to issues in real-time and in an accountable manner, while reducing staffing requirements.
SUGGESTED READING:Discover Japan with Japanese Brand SKYhub
Hyper Personalization
In a world of commoditized practices, guests are increasingly looking for personalized experiences that appeal to individual preferences and desires.
Hyper personalization in the hospitality industry; It means placing emphasis on technology-based “micro-segmentation” to tailor each guest interaction to their real-time needs and behaviors.
According to this; removing hotel check-in and check-out times, time intervals for food and beverage service, knowing the guest’s preference for contactless check-in or check-in with the receptionist when entering the hotel, personalizing the room temperature, lighting and facilities offered, choosing food and beverage options in line with the person’s preferences. Adapting it correctly can be counted among the examples.
At the Fauchon L’Hotel in Paris, subjects can suggest their own menus and determine portion sizes. From a hotel perspective, this allows for more efficient dynamic pricing strategies, higher guest spend on experiences, or the implementation of personalized loyalty programs with commercial partners.
3. KITCHEN EXPERIENCES: PUTTING EXPERIENCE, AUTHENTICITY AND THE SENSES IN THE FOREGOING
The desire to “experience” rather than consume in an ordinary way means that the concept of experiential dining has developed and gained importance in different ways today.
Hotels now need to offer a variety of food options to appeal to different customer tastes. When this is done correctly and effectively; The restaurant is not only an extension of the hotel, but also an experience center, allowing travelers to be on their “must-visit – must-do list”.
A good example is the Grand Resort Bad Ragaz in Switzerland, which has 7 restaurants, 3 bars, 1 bistro, 1 café and 1 sushi restaurant (received a Michelin star and a GaultMillau rating). This rich experience makes this place a paradise for gourmets and gastro tourists.
Experiential design can also allow customers to taste food in a multi-sensory environment that stimulates all of their senses, not just their taste buds. For example, Paul Pairet’s single-table Ultraviolet Restaurant in Shanghai.
Another trend is about children. For families with children, an unimaginative, standard menu of burgers and fries is no longer enough. Parents want their children to eat healthier foods containing high-quality ingredients. Adding world foods or plant-based products and serving them in innovative ways will make happy families more likely to visit your hotel again.
4. BAR AND DRINKS REDEFINED
Nowadays, bars are trying to create different, unusual experiences for their customers; It needs to stand out by offering exceptional drinks in an Instagrammable atmosphere.
For example, bars by Ashley Sutton Design stand out in Asia for their ability to transport guests to fascinating, extraordinary worlds. Today’s bars are no longer just a place to drink, but also offer a whole experience that stimulates the senses and sparks curiosity.
Gone are the days when beverage menus dominated by ordinary wines and international beer and spirit brands. Today, bars and restaurants need to appeal to the tastes of an international customer base with varying tastes in alcoholic beverages. EHL Hospitality Business School accommodation trends
Special drinks such as a special beer menu consisting of craft beers, regional wines with a story, and freshly squeezed juices from local fruits are among the demands of customers today.
Faux booze and mixology
Mixology is one of the concepts that has become popular recently. In addition, Generation Z’s preference for mocktails rather than alcoholic cocktails stands out.
Another prominent concept is: “faux booze”… Faux booze refers to non-alcoholic beverages that imitate the taste of traditional alcoholic beverages without containing any alcohol.
5. FINE DINING: THE NEED FOR CHANGE WITH A NEW VERSION
Fine dining is a restaurant experience that is more sophisticated, unique and expensive than the average restaurant.
Following the increasing inflation figures and decreasing purchasing power worldwide following the pandemic, innovations need to be made in the “fine dining” concept.
In addition to a strong, contemporary concept, it is necessary to come up with a business-oriented management that understands customers, connects with them, creates synergy and creates economies of scale in this direction.
The IGNIV chain of restaurants is a shining example of this model. Led by an extraordinary chef and based on the principle “We Love to Share”, Andreas Caminada has created a unique and consistent concept. Its success is now being implemented in various locations, all of which are rewarded with rave reviews from customers and experts.
6. GREEN HOSPITATILY: BEYOND SUSTAINABILITY…
Today, hotel groups are increasingly looking for more innovative and meaningful ways to implement, monitor and measure sustainability practices.
In the food and beverage industry, “local sourcing” and “using products produced by local producers” have become standard in many regions of developed countries.
In fact, this framework has now been expanded by increasing the production scale and diversity of products. For example; The Europa Hotel in Ireland has its own farm full of raised animals, fish and agricultural products.
Hotels are also increasingly educating guests on sustainable practices, such as cooking lessons on how to use all ingredients and avoid food waste.
It’s no longer about doing good, it’s about showing and teaching customers how to do good.
On the other hand, hotels are increasingly adopting sustainable building and architectural techniques. Generally, hotels try to adopt a “360-degree strategy” that allows them to be sustainable from the first brick to the operational process.
Regenerative Tourism
For example, The Beyond Now Network has become a platform where industry experts join forces to transform hospitality businesses into environmentally friendly, efficient and profitable businesses.
Some accommodation brands go even further and aim to make a positive contribution to the destination with “regenerative tourism” practices. The main goal of regenerative tourism is to inspire visitors to positively impact the destination.
7. DATA-DRIVEN DECISION MAKING: DATA ANALYTICS FOR OPTIMUM PERSONALIZATION
“Data is the oil of the 21st century, data analytics is the combustion engine”
Peter Sondergaard
Gartner Inc. Senior Vice President and Head of Global Research
-HE-
Trend today; It is moving from pure data collection to efficient analysis of significant amounts of data, which can be turned into actionable use to guide decisions and gain an advantage over competitors.
Today’s successful accommodation companies in this regard are; It has a business model based on data analysis. For example, Booking.com, which has extensive data on guest and hotel behavior, can adapt this data to its offers in real time, offering both guests and hoteliers the opportunity to make better deals.
Hotel chain Marriott International uses data analytics to personalize guest experiences, with loyalty programs a key source of data collection.
Data, data analysis and data analytics are reshaping marketing for hotels. Data-driven management allows hotels to better track guest satisfaction and desires, personalize experiences and better target their customer base.
On the other hand, it allows hotels to increase their revenues and therefore offer more dynamic pricing strategies through more accurate yield and revenue applications by making more accurate predictions about demand.
8. THE POWER OF SOCIAL MEDIA: CREATING ORIGINAL NARRATIVES
Social media channels, which have become increasingly important lately, are entering a new stage of maturity. EHL Hospitality Business School accommodation trends
First of all, marketers need to find more innovative ways to attract the attention of customer bases that are constantly bombarded with messages.
In this process, the rise of TikTok and Instagram with their short video content stands out. These platforms allow accommodation businesses to improve their storytelling and tell their brand stories effectively.
6.5 Dollars for 1 Dollar
Second, “influencer marketing” has also gained traction in the hospitality industry. On average, businesses generate $6.50 in revenue for every $1 invested in influencer marketing. Here, marketers in the hospitality industry need to make meticulous content planning with influencers who have a key follower base and best align with the hotel’s values and story.
Third, as there are many options available following advances in technology, marketers need to accurately measure and quantify the impact of their work in social media and carefully choose the message they will convey.
*This content is summarized from content on EHL Hospitality Business School’s blog “hospitalityinsights.ehl.edu”
