Well before the novel coronavirus hit the hospitality industry, its modus operandi was changing. In just a decade, customer demands had increased, technology has pervaded every aspect of the business and new innovations have sprung up. The industry has adapted and will continue to do so.
What big hospitality trends can we expect in the near future? Here are two which are emerging to be frontrunners:
SUSTAINABILITY
It’s the era of the green activist, the vegan, the sustainable traveler. Stakeholders in the hospitality industry will need to be far more invested in sustainability and its offshoots than they are now if they want to survive. And rightly so, since sustainable hospitality focuses on the very resources that bring in revenue. A significant portion of millennials – who will drive trends until Gen Z have fully entered the workforce – consider impact on environment and local populations when choosing hotels, restaurants, experiences, even travel gear. As the pandemic eases, hospitality ventures will need to drastically reduce their dependence on single-use plastics, improve water and energy consumption levels, reduce waste and involve more local sources of produce. Greenwashing – misleading consumers into believing products or services are eco-friendly – is rampant across industries, which greatly affects local communities, biodiversity and indigenous cultures. Consumers are now more aware of such practices and the hospitality industry can lead the change by adopting greater sustainable practices.
AUTHENTIC EXPERIENCES
Package tours of old – low prices, full board, family-style – seem to have been well-worn out. The new age traveller is looking for novel and authentic experiences that are more in touch with the local population. Many are forgoing personal luxuries such as buying a new car in favour of unique experiences and longer travel. The pandemic may have put the brakes on such plans but the aspirations exist among the population. Experts predict a spurt in travel once restrictions are eased across countries.
There is curiosity, self-discovery and personalisation. Travellers research the place, locals, customs, history and food before or during the trip, often getting in touch with locals for an ‘offbeat’ and authentically local experience. To cater to this, it is hoped that the hospitality industry forms close connections with local populations, not just to harness their knowledge but also to help preserve their culture authentically, rather than offering superficial versions.
‘WOKE’ LABOUR
We’re looking at an age where the majority of the workforce will never have known a time without the internet. They are plugged into the web, connected to the news in real time, are more aware of their rights and are increasingly less afraid to risk job security in favour of justice. The global hospitality industry demands long work hours. This could be changing as the industry and employee associations evolve to improve conditions at work – from regulated work hours and vacation days to benefits and training. Hospitality employees in the coming years will be more likely to quit a job they don’t like, ask for better pay and perks, lean towards flexibility, and also stand up for themselves.
SMART CONNECT
The internet of things is spreading across industry verticals – hospitality establishments as well. The industry will no longer just be about free Wi-Fi and keyless entry. Hotel software will upgrade to allow guests to control their demands from contactless guest experiences, spa services and area recommendations right down to setting room temperature and lighting from an app. We’re likely to see voice activated controls, concierge video chats and smart TVs become a norm in hotel rooms in the coming years. As remote working catches on, alternative accommodation options such as coworking spaces for travellers and home-style hotels with luxury amenities for longer-term stays also look pretty promising.
