It happened quickly, but we’re already in the last months of 2023 (yes, we also can’t believe it!). After the positive feedback we received on last year’s hospitality trend report, we’ve researched the top trends for a sustainable hotel business in 2024 - so you don’t have to!
In this trend report, you’ll learn the sustainable hotel trends in 2024, which include: Purposeful business travel, Hyper-local experiences, Greenwashing and Monitoring.
Picture trends as the cool kids at the hospitality party, setting the vibe for the entire gathering. When we talk about hospitality trends, we're basically discussing "what's hot and happening" in the world of hotels and travel. Hospitality trends are evolving patterns and changes within the hospitality industry, reflecting shifts in consumer behavior, technology, design, and service offerings. So, why should hoteliers pay attention to hospitality trends?
Trends serve as a compass guiding hoteliers through the ever-evolving hospitality landscape. Embracing these hotel trends means staying attuned to shifting guest preferences, technological advancements, and industry innovations. Hoteliers who strategically adapt to hotel trends can differentiate their properties, offering guests unique and appealing experiences that set them apart from competitors.
This not only enhances guest satisfaction but also drives higher occupancy rates and revenue. In essence, keeping a keen eye on hospitality trends is akin to possessing a valuable tool that can elevate a hotel's reputation, attract more guests, and contribute to its financial success. For the purposes of this trend report, we’ve focused on one trend that’s here to stay: sustainability. That’s why we’ve brought together the top trends for sustainable hotel businesses in 2024. Let’s dive in!
According to central findings from the latest Annual Global Report and Forecast published by the Global Business Travel Association (GBTA), a remarkable 82% of travelers reported that business travel is very or moderately worthwhile in achieving their business objectives. This underscores the emerging trend of "Purposeful Business Travel."
Business travelers now expect more than just meetings and conferences; they are seeking meaningful experiences and opportunities that go beyond mere business transactions. Combining meetings with purposeful leisure means that travelers stay longer, engage in more activities, and take steps to make “the most of their carbon emissions." Being attractive to this travel group thereby creates loyal customers, expands the target audience, and helps achieve new reach.
3 things your hotel can do to leverage this hotel trend:
The Marketing and Tourism Teacher Delmar José Ribeiro Sábio emphasises the hospitality trend of hyper-local experiences in 2024. This means that guests are actively seeking out unique and authentic experiences. It's no longer just about ”taking a vacation” - places are chosen more consciously, with a desire to immerse themselves in the authentic local culture, history and cuisine.
But hasn't it always been this way? Well, it’s become even more focused and small-structured now. There's actually a distinction between local and hyper-local: "Local" pertains to towns and cities, whereas "hyper-local" encompasses neighborhoods.
3 things your hotel can do to leverage this hotel trend:
At MAp, we are strong advocates for businesses and brands that prioritise honesty, regardless of the circumstances. Companies that consistently maintain transparency tend to outperform their competitors. And this principle extends to the hotel industry. But let's not mince words and address the undeniable fact: Greenwashing in the hospitality industry is gaining ground.
Greenwashing refers to hotels falsely promoting themselves as eco-friendly or sustainable without implementing genuine environmentally-conscious practices. Greenwashing is a trend that needs to be countered. This is achieved by employing successful sustainability communication.
By communicating sustainability in a sustainable way and having the right sustainability story in place for your hotel, you build awareness for your brand, create a positive image of your hotel in the heads of guests, engage and motivate your employees, and better comply with reporting rules and regulations. And of course, you also avoid greenwashing.
3 things your hotel can do to leverage this hotel trend:
If you want to learn more about greenwashing, we have dedicated a whole separate blog post to the topic.
Of course, sustainability isn't just about having a purpose and being environmentally + socially responsible. It’s also about ensuring profitability; after all sustainable hotels achieve more financial success due to decreased costs and increased performance (as a result of higher occupancy rates, and more). Monitoring sustainability efforts is a key hotel trend that can help hotels strike a balance between sustainable consciousness and financial success.
3 things your hotel can do to leverage this hotel trend:
That’s a wrap on this year’s top hotel trends for sustainable hotel businesses in 2024. Thanks for tuning in and your interest in making a difference – for the hospitality industry and the world!
Create a sustainable hotel that makes a positive impact for all, and delivers more profit and success for you.
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