Global travel technology group Amadeus has teamed up with IHG to commission a report into the future of the hospitality industry.
The report, produced by consumer trends research agency Foresight Factory, offers insights into the industry's future, with additional analysis provided by Cornell's Center of Hospitality Research.
Three key trends reshaping hospitality
The report identifies three major trends that are reshaping the hospitality industry:
- The rise of tech-augmented hospitality: Technology is playing a pivotal role in enhancing the guest experience. Today's travellers seek more personalised, seamless interactions with hospitality providers. Guests are increasingly willing to share their data and preferences, setting the stage for a new era of tech-augmented hospitality.
- Achieving cult status at scale: To succeed in the ever-evolving world of travel, hospitality providers are aiming to create unique and captivating experiences that resonate with a broad audience. Achieving "cult status" involves building brand loyalty and delivering memorable guest experiences on a larger scale.
- The beginning of the end for room types: The traditional concept of hotel room categories is evolving. Technology is enabling more flexible and tailored room options, breaking free from the constraints of conventional room types. Guests are now enjoying greater flexibility in selecting accommodation that suits their unique preferences.
The power of technology in modern travel
Throughout the report, technology emerges as a powerful force shaping the future of hospitality.
Travellers today are seeking more than just a place to stay: they desire enriched, individualised experiences that cater to their needs and preferences. As technology becomes increasingly intelligent, it empowers hospitality providers to meet these demands.
Insights from industry experts
Prominent figures in the industry have shared their thoughts on the report:
- Chris K Anderson, director of the Center for Hospitality Research at Cornell University, highlighted the ongoing transformation of the hospitality industry. He noted that guests are seeking richer, more seamless experiences with their providers and are willing to share more data and insights than ever before.
- Francisco Perez-Lozao Ruter, senior vice-president of hospitality at Amadeus, emphasised the importance of the report, which combines consumer research and expert industry insights to identify key drivers and emerging trends affecting the guest experience, brand loyalty and the role of technology.
- George Turner, chief commercial and technology officer at IHG, recognised the increasing complexity and sophistication of modern travel expectations. He praised IHG's pioneering spirit and expressed the paper's potential to provide perspective on how the hotel experience could evolve in the near future.
With the three key trends identified in the report, travellers can expect more personalised, flexible and immersive experiences in the not-so-distant future.
The hospitality industry is on the brink of an exciting new chapter, and technology is the driving force behind it.
