It's shaping up to be a big year in the travel, tourism, and hospitality industries.
Actually, let's amend that a little and say that it's shaping up to be another big year. That's according to UN Tourism's first World Tourism Barometer of the year, which reported that international tourism ended 2023 at 88% of pre-pandemic levels, with an estimated 1.3 billion international arrivals.
According to that report, "The unleashing of remaining pent-up demand, increased air connectivity, and a stronger recovery of Asian markets and destinations, are expected to underpin a full recovery by the end of 2024."
A new poll from the American Hotel & Lodging Association (AHLA) lends further weight to the notion that 2024 is going to be a good year for hoteliers. On behalf of the AHLA, Morning Consult polled 2,202 US adults in early January. According to the resulting report, 2024 Outlook: Travel Intent & Consumer Preferences, 72% of Americans plan to maintain or increase their number of overnight vacations this year compared to 2023.
The same percentage of respondents also reported that they plan to maintain or increase the number of times they stay in a hotel in 2024 compared to last year.
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Keep it clean
What are travelers looking for in a hotel? The answer might surprise you.
According to another recent AHLA publication — the 2024 State of the Industry Report — hotel guests are looking for good housekeeping.
Citing a November 2023 Ecolab survey of 549 consumers, the AHLA noted that travelers ranked cleanliness as the "number-one step hotels can take to ensure a positive guest experience".
Of those surveyed, 59% said guestroom cleanliness is most important, followed by overall property cleanliness (48%).
Technology is a fundamental requirement
A clean hotel room is a good example of a low-tech way to show guests that their needs are a priority. Others might include complimentary breakfast, free parking or even an in-room cocktail station. The fact is, hotel amenities — and in-room amenities in particular — come in all shapes and sizes, and what one guest finds to be a highly desirable or useful feature might be of little interest to the next traveler.
In 2024, guests may expect a range of amenities in their hotel rooms to enhance their comfort, convenience and overall experience. These expectations could vary depending on factors such as the hotel's star rating, location, and target demographic. In some cases, a hotel amenity is very specific to the property itself, such as in-room beer taps at a craft-beer hotel or a 24-hour fitness center at a resort catering to wellness tourists.
Embracing the digital age
Many hotels, moreover, are embracing the digital age and scaling up their tech stacks in pursuit of a better guest experience.
A recent VDA Telkonet report makes the case that, because it allows for high levels of personalization, "technology in hospitality is a fundamental requirement for hotels to survive in a highly competitive and ever-changing market."
Optimizing operational efficiency
VDA Telkonet surveyed managers of hotels and hotel chains, along with those responsible for installing technological systems and equipment within a property, and found that 94% of respondents agreed that technology in hotels makes a significant contribution to guest satisfaction:
Technology directly influences this experience by simplifying check-in, check-out, and room access via digital keys or mobile devices, as well as the personalization of services. It also indirectly enhances the guest experience by optimizing the operational efficiency of staff, allowing them to devote more time and attention to guests.
Free Wi-Fi for all!
What technology in particular are travelers looking for in their hotel rooms? When Morning Consult asked US consumers, high-speed Wi-Fi emerged as the most important technology feature travelers consider when evaluating hotels, with 35% of respondents ranking it as number one.
All types of guests are likely to expect fast and reliable internet access for entertainment and communication purposes, but business travelers, whether they're in pursuit of bleisure or are on a workcation, will be particularly appreciative of high-speed connectivity — and in-room coffee makers.
Serving a highly mobile workforce
There's a generational aspect to this; according to a report issued by long-term-accommodations supplier edyn, when choosing accommodation before going abroad, 51% of millennials and Gen Z adults said remote working facilities were an important consideration, compared to just 15% of a grouping of older baby boomers and Silent Generation survey respondents.
For the younger generation of highly mobile workers, a room with a dedicated workspace, USB charging ports and universal power outlets, ergonomic furniture and other work-oriented amenities has also become a must.
Here are a few other amenities that can enhance a guest's stay, both high-tech and otherwise:
Smart room controls
A smart hotel room can be defined as a technologically advanced space that uses various sensors, devices and software to automate and personalize various aspects of the guest experience.
Smart rooms typically rely on a network of interconnected devices and software systems (the so-called "Internet of Things", or IoT technology) that work together to automate various tasks and provide personalized services to guests.
These devices may include sensors that detect occupancy and adjust room settings accordingly, voice-activated virtual assistants that allow guests to easily adjust various aspects of their room (such as temperature and lighting) and smart locks that allow guests to enter their room using their smartphone or a key card.
In-room entertainment options
Many hotels offer large flat-screen televisions with a wide selection of channels, on-demand movies and interactive content, including access to popular streaming platforms such as Netflix, Hulu or Disney+ directly through the in-room TV.
More and more hoteliers are also discovering the ways that PressReader can elevate the guest journey, allowing travelers to access content from thousands of the world’s top newspapers and magazines online or download entire issues using the PressReader app, right on their own mobile devices.
Premium bedding for the sleep tourist
With coverage popping up everywhere from Forbes to Essence, sleep tourism has emerged as the hottest travel trend of the moment. A recent article in Fortune, for example, cites analysis by HTF Market Intelligence that estimates the sleep tourism market will grow by nearly 8% and by over US$400 billion by 2028.
Little surprise, then, that when Vanities International posted a rundown of the top 16 hotel amenities, offering guests "pillow options" topped the list:
One practical and fun way to do this is by having a pillow menu and if possible, ask the guests their preferences when they book. Guests are encouraged to share whether they prefer hard, soft or medium pillows, along with their ideal number, and this is exactly what they will find upon checking in.
A luxury hotel or resort might have the means to keep a sleep expert on staff or to offer an AI-enhanced bed as a hotel amenity, but even the most budget-friendly accommodations can offer guests comfortable mattresses and quality bedding to ensure a restful night's sleep.
Sustainable initiatives
In 2024, operating sustainably in the hospitality industry is no longer optional; today it is a business imperative as more and more people not only make eco-minded travel choices…
“78% of global travelers intend to stay in a sustainable property at least once in the coming year.”
Booking.com Sustainable Travel Report
… many are willing to pay more for them.
“Half of consumers would be willing to pay more for transportation, activities, and lodging if the option was more sustainable.…On average, consumers are willing to pay 38% more to make their travels more sustainable.”
Align with your guests' growing environmental consciousness by providing eco-friendly amenities such as refillable toiletry dispensers, energy-efficient lighting and water-saving fixtures.
Sharing hotel content with Self-Pub
Using the Self-Pub feature, hotels are able to digitize and upload their own content to the front page of PressReader. This way, they can boost guest engagement by sharing hotel directories, room-service menus and lists of local restaurants and attractions.
By going digital, hotels can reduce their paper waste and reduce their carbon footprint, and when guests open PressReader, they’ll be greeted by the hotel's latest Self-Pub content, even before they begin browsing the app’s catalog of publications. It's just one more way that PressReader is a hotel amenity like no other.
