Travel is expected to surge this year: here’s what your hotel should do

With the festive season behind us, we find ourselves searching for something to look forward to. Unsurprisingly, there’s no busiest time for the hotel booking system and the rest of the year is set to continue in much the same vein — Skyscanner research shows that 41% of travellers are keen to travel more and spend more in 2024. This bodes well for hotel owners, but the experiences guests desire and where they seek inspiration are constantly changing. To attract tomorrow’s guests, hotels must stay a step ahead of the key trends expected to shape the hospitality sector this year. Mixing business and pleasure Some 64% of the UK workforce rate their overall well-being as low, in no small part due to the erosion of work-life balance. With business travel expected to reach pre-pandemic levels this year, workers will have even less time to recharge. This has given rise to ‘bleisure’ travel, where business and leisure are incorporated into a single trip. One in six professionals have combined business and leisure travel, and one in six have also cited wellbeing and productivity gains during work trips when given time to relax. In 2024, it certainly won’t be a case of ‘out with the old and in with the new’ — In fact, 46% of global workers have already made plans for a business or ‘bleisure’ trip this year. To continue catering to the professional crowd, hotels must provide amenities that allow guests to both work and unwind: high-speed WiFi, quiet areas, and business lounges, alongside spas, bars, and swimming pools for when the clock strikes six. A flight to fictional lands When workers do find time in the calendar for a break, what do they turn to for inspiration? Guidebooks and agencies were the go-to in yesteryears, but tomorrow’s guests are more likely to turn to Netflix for travel advice. According to Expedia, travellers say TV shows are more likely to pique their interest than social media, with more than half having researched or booked a destination after seeing it on their screens. With The Crown having reached its conclusion, Bridgerton set for a third season, and production of Wednesday moving to Ireland, the UK can expect an influx of jet-setting guests arriving on its shores in 2024. Whether it be their proximity to an iconic film location or a setting that allows guests to live out their favourite series, hotels should flaunt their fame and show off their connections to the stars. Burgh Island, for instance, has not only played host to an episode of Poirot, numerous Agatha Christie documentaries, and most recently, BBC’s Gone Fishing, but its traditional charms provide the perfect setting for guests to step back in time and act out popular shows such as Bodies at our regular murder mystery events. A side of sustainability More than half of UK travellers place food at the top of their travel itinerary, and nearly half would consider visiting a destination specifically for a restaurant. To establish a reputation as a top culinary destination, hotels should seek to grow the profile of their eateries as standalone brands. However, branding, quality and service alone won’t earn you a glowing review. Some 80% of travellers cite sustainable tourism as an essential aspect of their holidays, and in the dining room is one place where hotels can show guests they truly care. With guests seeking sustainable food experiences in 2024, practices such as farm-to-table dining are set to top the menu. Not only do fresher ingredients delight the taste buds, but they reduce the carbon cost of a hearty meal and provide vital sustenance to the local economy. Can AI be of assistance? Artificial intelligence has become a mainstay in the hospitality sector in recent years — chatbots, guest personalisation systems, and occupancy analysis platforms — but it’s only now starting to show its panache for creativity. With the emergence of generative AI capable of understanding requests, conducting research, and delivering descriptive responses that sell a destination, nearly 40% of guests will use such tools to plan a trip in the year ahead, compared to just 6% in 2023. A strong online presence is vital. Not only are engaging social media posts and captivating web content the modern guest’s gateway to a getaway, but AI assistants are also now pulling this information to advise on travel plans. Thankfully, AI’s helping hand doesn’t only extend to guests. Using free tools, creative copy and campaigns are becoming available to even those with the smallest of marketing budgets — so don’t wait for your competitors to capitalise. January is often a slow month in the business calendar, but hoteliers do not have that luxury. With guests already planning their next getaway, establishments must meet tomorrow’s needs today. It’s much like catching a flight: the later you leave it, the more the chance that you will be left behind.