Embracing the Trend of “More Than Just a Room” in Hospitality

By Yannick S. Schreuder – Revenue Analyst – TrevPAR World Group Europe

In the rapidly evolving hospitality industry, staying up-to-date with the latest trends is vital to ensure a steady flow of reservations. One prominent trend is the growing desire among guests for experiences that go beyond simply staying in a hotel room. This article explores the concept of “More than just a Room” and how hotels can meet the changing demands of travelers.

Themed Travels: An increasing number of guests choose their vacations based on specific themes such as yoga, surfing, scuba diving or safaris. To attract these travelers, offering classes, workshops, and expeditions related to their chosen theme is essential. By providing targeted experiences, hotels can capture the interest of these guests and enhance their stay.

Wellness: Stressful lifestyles have made wellness a top priority for many travelers. Beyond having a spa facility, hotels should also focus on providing healthy food options, gym classes, and opportunities for guests to make mindful choices for their well-being. Creating a stress-free environment and promoting overall wellness will resonate with guests seeking relaxation and rejuvenation.

Local Culture: Immersing in the local culture is a key desire for some guests who wish to experience what it feels like to live in the area. Offering city tours with local guides, visits to local neighborhoods, restaurants, museums, and markets can fulfill their desire for meaningful cultural experiences. Providing opportunities to learn about the history and traditions of the region will leave a lasting impression on these guests.

Culinary Experiences: Culinary-oriented guests, both domestic and international, seek culinary classes, workshops, and unique dining experiences. The international market is keen on learning new dishes and cooking methods, while the domestic market is enticed by specialty dining and one-time themed dinners. By catering to these culinary desires, hotels can boost both room and food and beverage revenue.

Digital Nomads: The emerging market segment of digital nomads values a strong and reliable internet connection, as well as comfortable accommodations that feel like a home away from home. Providing a balance between work and experiencing the destination is crucial in attracting and retaining these guests. Ensuring they can seamlessly carry out their work while enjoying their surroundings will make the hotel an appealing choice for digital nomads.

By understanding the evolving preferences of guests, hotels can tailor their offerings to meet the demands of modern travelers. Implementing elements such as themed experiences, wellness facilities, local cultural immersion, culinary adventures, and amenities for digital nomads will enhance the overall guest experience and set the hotel apart from competitors.

Launching an effective marketing campaign will help attract new guests and establish the hotel as a preferred booking partner for future travels.