CHECK OUT THE HOT HOTEL TRENDS OF 2024
FROM ‘BLEISURE’ STAYS TO CONSCIOUS SPENDING, INDUSTRY EXPERTS MAKE THEIR PREDICTIONS FOR THE COMING YEAR. BY
BOOKING a holiday is a sure-fire way to alleviate the dreaded January Blues.
Getting a city break or sunny escape in the diary – even if it’s still a little way off right now – gives you something to look forward to and if it involves a stay in a swanky hotel, all the better.
Amidst continued competition from holiday homes, rentals and resorts, the hotel industry has had to quickly adapt to entice consumers. We asked travel experts to talk through the hotel trends that will be everywhere in 2024...
Bleisure trips
With remote working now the norm for many, holidaymakers are making the most of their annual leave with ‘bleisure’ trips combining business and leisure, so hotels with co-working spaces are increasingly in demand.
“With 81% of business travellers estimated to engage in bleisure travel, we can expect this to be a key reason why many guests will come through the door in 2024,” says Rachael Kiss, marketing manager at Alliance Online.
Jessica Gillingham, CEO of Abode Worldwide, says more travellers will opt for properties with dedicated in-room workspaces.
“These units will fare better in competition with ‘Airbnb-style’ accommodations that consistently show a growth in demand as consumers embrace more ‘bleisure travel’, remote working and longer stays.”
In response, hotel operators will seek to position themselves as leaders in the bleisure market.
“In 2024, we envisage more property and hotel investors will lean into the trend of repurposing buildings as a way of unlocking potential growth in the sector without the need for extensive investment,” says Lionel Benjamin, cofounder of AGO Hotels.”
Digitised experiences
The use of artificial intelligence [AI] is spreading swiftly across countless sectors, including hotels.
“Guests are now expecting there to be an online booking option, using chatbots for further information, automated confirmations, mobile check-ins, a virtual concierge and a keyless entry to rooms,” says Rachael.
She tells property owners: “Now is the time to invest in tools that
streamline and enhance the consumer experience. However, it’s important to maintain some sort of human touch to make sure personal connection isn’t lost completely.”
As the technology becomes more advanced, some travellers will even let AI decide their destination.
“Gen Z and millennials [are] most likely to trust an AI travel planner to book a trip for them, including accommodation, based purely on what they say they are looking for,” says Ryan Pearson, regional manager for Booking.com.
Shorter stays
As the cost-of-living crisis continues, some travellers will prioritise several affordable short-haul trips this year, instead of opting for one big annual holiday.
“With the number of trips taken in the year per person set to rise, we’d naturally expect the duration of the visits to fall – which is better suited to hotel accommodation over rented property,” says Tim Hentschel, CEO and co-founder of Hotelplanner. “The appetite for rented accommodation has risen drastically over the past decade,” he notes – but for short stays, many guests want “regular housekeeping, amenities, bars and restaurants as well as seamless checkin and check-out processes”, he adds.
Gen Z and millennials [are] most likely to trust an AI travel planner to book a trip for them Ryan Pearson of Booking.com
Conscious spending
Another side effect of the cost-of-living crisis, consumers want more bang for their buck when choosing a hotel. “Even in the luxury market, travellers are more conscious of spend, yet they seek more immersive and personalised experiences,” says Dan Rose-bristow, owner of five-star The Torridon resort in the Scottish Highlands.
As a result, more high-end hotels will offer allinclusive packages: “With accommodation, all meals and unlimited drinks included, as well as selected indoor and outdoor activities, we feel this is the perfect answer for our guests.”