Hotel of the Future: What Will It Look Like in 2040?
GALA is putting you to the test: Will your hotel meet the demands of modern guests? Or is it falling behind the competition that is already implementing current hospitality trends?
We present 36 hotel trends that are here to stay beyond 2023. Keep count as you go: for every trend you already implement, give yourself one point. Your final score and matching strategy wait at the end.
36 Current Hotel Trends for the Future
Our hospitality trends are built on studies and megatrends that influence every branch of society. They represent long-term shifts rather than short-term whims and are therefore a solid foundation for sustainable investments.
Trends #1 to #11: Digital Hotel Concepts
Digitalization is hitting the hospitality industry hard. By now, every hotel should be using paperless accounting and online reservation systems. However, that is not enough to stay ahead.
Does your hotel already have:
#1 The Internet of Things: Smart Hotels are considered "intelligent" when devices are connected and can communicate. Heating and ventilation must be adjustable automatically or via individual displays. Parking garages and restaurants should measure and optimize occupancy.
#2 An iPad in Every Room: This digital control center belongs in every room. It replaces the guest directory, hotel brochures, and even the room phone. Everything is organized in one place.
Tip: Use the iPad for digital marketing by promoting daily offers.
#3 Voice Control: Even more convenient than an iPad are Smart Home systems for hotel rooms. Guests can change TV volume, temperature, or lighting via voice command without getting out of bed.
#4 Streaming: Who watches traditional TV anymore? Certainly not the younger generation. They want their favorite series even on vacation. A Netflix or Amazon Prime option should be included.
#5 Sufficient Charging Stations: For many, leaving the room without a full battery is a nightmare. Rooms need to charge three or four devices simultaneously. Wireless charging is a major plus.
#6 Smart Mirrors: Even mirrors can do more with the internet: displaying the weather (helpful for choosing an outfit) or promoting hotel events while guests apply makeup.
#7 Video Chat Concierge: Guests no longer need to leave their rooms for a face-to-face consultation. Mobile tablets allow for personal video calls with the concierge.
Note: As society becomes more digital, people crave personal interaction. Video concierges bridge both worlds.
#8 VR Tours: Guests want to know if they will like your property before they book. A virtual 360-degree tour provides certainty and attracts your ideal customers.
#9 Intelligent Pricing: Are you still adjusting room rates manually? Artificial Intelligence can do it better by noticing when demand is high based on website traffic and automatically optimizing rates for revenue.
#10 Social Media Presence: Guests are great, but regular guests are better. A strong social media presence binds younger guests to your brand and replaces traditional brochures with a personal relationship.
#11 Your Own App: Locking the door, booking massages, or extending a reservation: a hotel app simplifies the stay immensely and is a perfect platform for upselling.
#12 Data Security: Guests need to know their data is safe. Without proper IT infrastructure, you risk leaks that can damage your reputation. Investing in cybersecurity is vital.
Trends #13 to #17: Addressing the Labor Shortage
Skilled staff are scarce, and this trend is increasing. These hotel trends help you beat the shortage by relieving your current staff or helping you recruit new talent.
#13 Attractive Atmosphere: You cannot win the talent of the future with salary alone. They care about working conditions. Processes must be streamlined and breaks must be valued.
Interior design must consider the team. High-quality break rooms and efficient pathways are essential.
#14 Chatbots: Relieve your support team. AI chatbots on your website can answer repetitive questions that otherwise tie up staff on phones or email for hours.
#15 Robotics: Physical robots can take over cleaning, cooking, or carrying luggage. Some even act as "Live Chatbots" to greet and assist new arrivals.
#16 Simple Check-in: Check-in is often just a data query. A terminal where guests enter their own information saves your reception team valuable time.
#17 Keyless Rooms: How much time does your team waste on lost keys or magnetic cards? If doors open via app or code, that time can be used for more meaningful guest interactions.
Trends #18 to #19: Hygiene Standards
Guests are now more sensitive than ever regarding cleanliness. Two must-haves should be in your plan:
#18 Enhanced Cleaning: Rooms must be spotless. Instruct staff to disinfect all surfaces and make this visible to guests. Provide enough hand sanitizer stations throughout the building.
#19 Contactless Payment: Payments via card or smartphone should be the standard. They reduce the transfer of viruses and bacteria through cash.
Trends #20 to #27: The Sustainability Megatrend
Across all target groups, guests place higher value on sustainability. Ecologically responsible behavior must run through every area of your hotel.
#20 Renewable Energy: At minimum, you should use green electricity. You can go further with your own photovoltaic system on the roof or EV charging stations.
#21 Local Resources: Do you source from your surroundings? Regional food, art, and raw materials save transport miles and support the local economy. This also allows international travelers to experience your local culture.
Tip: Interior design can bring local flair into the hotel authentically.
#22 Waste Reduction: Whether through smaller restaurant portions or reusable packaging instead of single-use plastic, reducing waste wins guest trust.
#23 Waste Separation: Many rooms currently only have one bin. Environmentally conscious guests prefer the familiar system of separate bins for paper, plastic, and general waste.
#24 Water Conservation: Small changes like washing towels only on request or reducing water-intensive menu items like beef can make a huge difference.
#25 Reduced Cleaning Frequency: Some guests find daily cleaning intrusive. Offer the option to extend cleaning intervals to save water and energy.
My hotel room at the Wynn hotel in Las Vegas, Nevada
#26 Energy Saving: Install motion sensors for lighting and reduce standard room temperatures when unoccupied. Every kilowatt-hour counts.
#27 Sustainable Building Materials: Choosing the right raw materials during construction has a massive impact on your footprint. Focus on recycled materials or renewable resources like wood.
Trends #28 to #36: New Attitudes Toward Life
Society is changing, and so is travel behavior. Trends you should know:
- #28 Personalization: People want to assemble their own dream vacation. This starts with choosing a specific room number and goes up to upsell options like extra pillows or a guaranteed view.
- #29 Health and Wellness: Vegan and gluten-free food, non-alcoholic cocktails at the bar, high-quality beds, and quiet suites. Add a spinning bike to the suite and offer Pilates classes to delight health-conscious guests.
- #30 Flexibility: Guests want to decide their own check-in and check-out times. Last-minute bookings are also on the rise. Are you spontaneous enough to accommodate them?
- #31 Social Connection: Digitalization can lead to loneliness. Spaces for encounter are becoming more important. Are your lobby and restaurant designed for social contact?
- We recommend a mix: private areas for couples and large community tables for groups.
- #32 Take-away: Active travelers like their meals on the go. Your restaurant should offer a take-away option or a small snack shop in the lobby.
- #33 Bleisure: Many travelers mix Business and Leisure. They need high-speed Wi-Fi and meeting rooms on one hand, and high-end leisure offers on the other.
- #34 Digital Nomads: These travelers might stay for weeks or months to work remotely. Attract them with in-room kitchens and dedicated coworking areas.
- #35 Staycation: This refers to vacationing in one's own home region. People are increasingly taking time to discover their surroundings from a different perspective.
- #36 Experiences: In today's society, people collect unique experiences rather than consumer goods. Hotels must allow guests to immerse themselves in a world they will never forget.
Storytelling is the key. Design accommodations that stay in your guests' minds.
Evaluation
How Did You Do?
- 0 to 12 Points: High need for modernization. Guests will eventually expect the trends they see elsewhere to be standard at your hotel. A comprehensive renovation may be necessary.
- 13 to 24 Points: You are on a good path. Make sure you are implementing the right trends for your specific target group. Ask your staff and guests what they are missing.
- 25 to 36 Points: Excellent! You are a pioneer in many areas. Keep going to stay one step ahead of the competition.
Or, set your own trends in the hospitality industry.
At GALA, we want to turn everyday life into an adventure. We transform hotels into worlds that tell stories from the front desk to check-out. Which trends do you want to set?