Hotel Trends in 2020

Last year, we published an article on trends expected in 2019. So, did these trends occur? Did they disappear? Or, are they still just as relevant? And what do experts think is the turn of the year that is just around the corner

Here is a brief summary of what was considered important trends for the year we are still in:

Personalised Experiences – personal greetings, memorable experiences.
A Home away from home – not only a bed to sleep in, but also offers on par with what you have at home.
Personal Content – including streaming from your own devices.
Changed Usage of the lobby area – an expanded living room, but at the same time allowing for a little pricacy.
Smart Rooms mobile solutions for booking, payment, key cards etc.

Many people are focused and interested in what the future holds and will probably leave their mark in the coming year. This is especially true of personalised experiences, where the guest receives a product that best suits them based on their own preferences. Here, it is important to have complete control over your customer groups, using Big Data to analyze and get an overview of the guests’ behaviour patterns and focus on what suits your customer group best.

Here are some of the things that seem to be getting more and more in focus:

Content

It is important to be very clear when it comes to marketing in various online channels, including social channels, not only to be present but also available, active and responsive to guests making contact, both before, during and after their stay. The hotel should focus especially on what separates it from the vast array of hotel choices out there, and by using a memorable story and great content you will get the guests to choose YOUR hotel.

Technological development

Seamless technology is becoming increasingly available, both financially and technically, and systems working together across platforms are more important than ever and the smart rooms are still trending, like last year. In addition to smart solutions where you can book, check-in, open doors etc. from online devices, you now have easier access to advanced technology AI (artificial intelligence) such as chatbots. VR also seems to be on the rise, for instance, making it possible for you to present your hotel with virtual tours, maybe even post some storytelling along the way, and publish on your website or other channels. There are endless opportunities to integrate different technology into the guest experience, and the guest experience should be the focus of all hotels. If you start with a dashboard that collects all the information from your digital touchpoints and gives you a complete overview, you will come a long way when it comes to understanding your guests!

Millennials

Your guests possesses great power, and especially the millennials are accustomed to dealing with many different social channels. There has been a lot of talk about how millennials are not loyal, they shop around for deals and switch suppliers at any time. However, it turns out that they are extremely loyal, provided they get the right offer and product as well as being are treated well. In a few years, they will also dominate both the workforce as well as the travel industry, so this is the time to think about whether or not your marketing and customer service fits this customer group. They also convey their opinions to a greater extent on all social channels, and if they like your product, you get the world’s best and most credible advertising. If they are not satisfied, well – then everyone will know. A force to be reckoned with – Money, Marketing and Millennials!

JOMO

Or Joy Of Missing Out, which may be easier to understand for those of you (we are many!) who do not have steel control over abbreviations that are constantly emerging. We are talking primarily about digital detox, where you take time off from all the digital impressions you are normally exposed to in favour of living in the present. Being able to log off the constant drive that is social channels, presence and accessibility for both work and the outside world to really let the body and soul disconnect and recharge.

Sustainability

The biggest thing going forward still seems to be the focus on the environment and sustainability. It is in the wind that affects most industries, and rightly so. On the annual Hotel Market Day in Oslo in October, we learned, among other things, that there is an ever-increasing trend that individual, wealthy travellers who get tailored to their travels often choose public transport that is sustainable – even if they have no financial incentives for doing this. Most people want to make their contribution for a better environment and having a sustainable operation with the right focus will make it easier for customers to choose your exact accommodation offer. Everything from reducing food waste, reusing towels, avoiding unnecessary change of bedding during your stay, focusing on reduced energy consumption, recycling, reduced use of plastic and water etc. all help make your business competitive as well as doing the environment good.

Then it remains to be seen next year. What has happened, and what do we take with us – and not least, is something already rejected? Only time will tell!