Travel is always in season, and it seems as though there are new trends popping up daily. From set-jetting, to sleep tourism and destination dupes, it’s hard to keep up. However, the bottom line is clear, which is that consumers are always looking for unique experiences in interesting destinations.
It’s up to hoteliers and hospitality decision-makers to stay apprised of these trends in order to capitalize on them and, in turn, capture this audience and solidify their property as a must-visit destination for travelers. Let’s dive into how to make this happen!
Identify the Target Audience
It’s been shown that younger demographics are much more experience-driven. Younger consumers, such as Gen Z, seek out unique activities and experiences in life and in their travels, as they’ve grown up in an era where they have the world at their fingertips with technology. Unique travel experiences provide people an opportunity to step away from technology and live in the moment, something many people crave from living in a digital world, but on the other hand, it also offers a chance to boost their persona on social media through capturing interesting content.
With that, it’s no surprise that 18–24-year-olds vacationing are interested in vastly different activities than 30-45-year-olds traveling with families, and it’s an even starker difference from 65-year-olds enjoying travel in retirement. Consider taking a deep look at the property’s capabilities, the typical type of traveler that stays at the hotel and visits the city, and popular nearby attractions that attract crowds to understand which trends to take part in and which to stay out of.
Leverage Nearby Attractions Creatively
Travelers are looking for experiences that are distinctive and specific to the location they’re visiting. No matter where a hotel or restaurant is located, there are always certain qualities or characteristics that make it special, and the key is to focus in on those differentiators. In a beach town, for example, travelers are looking for ocean-based experiences such as parasailing or whale watching.
Conversely, in an urban setting, travelers may seek out historic architectural tours or curated art exhibits. We’ve seen resorts and large hotels with extra square footage capitalize on their property by creating on-site zip lines, horse trail excursions, skeet shooting and more. Hotels in cities are leaning on local attractions like museums, concert venues, sports facilities and other nearby must-see sites to drive guests to the property.
Across the board, hotels are increasingly leaning into activities typically found outside of a “hotel environment,” and tapping local guides and experts to bring these curated experiences onto the property or as apart of the hotel experience to attract guests. When considering the addition of these types of offerings to a hotel, a great place to start is by connecting with local conventions and visitors’ bureaus. These agencies typically have strong relationships with local businesses and can offer invaluable insights into your city. Also, they can connect you with the right points of contact to discuss incorporating these excursions or activities into the property.
One ongoing trend that nearly any hospitality property can tap into is those involving food and beverage. Chef’s table experiences or cocktail how-to classes are becoming increasingly popular, and they can be simple to implement as properties have the capability and in-house talent, along with guests who have disposable income. Hotels and restaurants can capitalize on this trend and provide their guests with a unique activity or experience that isn’t offered in other places, giving the property a leg up against competitors.
Utilize Social Media Channels Effectively
The rise of social media over the last decade has significantly increased the amount of on-demand information and instant customer feedback on social platforms. This has led to a rise in popularity of trend-focused vacations, allowing guests to be more in control as they plan their trips and curate exactly what they want their travel experience to be.
Additionally, social media platforms allow people to see the“best of” or the highlight reel of other peoples’ lives, and it influences them to want to share in those experiences as well. The human desire of wanting to see, experience and explore is inherent in all of us. Combined with improved travel capabilities and the vast amount of information available online, the demand for trend-focused vacations is expected to only continue to grow with future generations.
Improvements in technology and access to information anytime or anywhere, along with the rise of social media, have made it possible for destinations across the globe to become known to those around the world like never before. Travelers are no longer limited to magazine subscriptions or information provided to them by travel agents who are historically paid to sell specific locations. Although those travel planning methods still have a place in hospitality and are widely used, the breadth of knowledge and possibilities of worldwide travel have significantly expanded as destinations have increased their online presence.
High quality photography and videography, and the ability to tell stories through public relations and social media, are essential for destinations to share their offerings to a global audience. Travelers are attracted to this type of online content due to its eye-catching nature and how it allows them to visualize themselves being immersed in the experience and the place without even using words. The ability to tell a story visually greatly enhances the narrative being told verbally, painting a holistic picture for potential guests.
Consider the Impact of Social Media on Travel Destinations
Another result of social media’s rise and its impact on the travel industry is that many previously undiscovered destinations are no long era secret. Take Huntsville, Alabama, for example. Huntsville is known as “RocketCity” for its historic past, present and future as a hub for space exploration.NASA has a large presence in Huntsville, and The Space and Rocket Center continues to build entertainment-based programs for both adults and children to spark interest in the space program. One such program is Space Camp, having gained international exposure from people traveling all over the world to learn more about outer space in a fun and interactive environment that is fully immersed in the space industry.
Outside of Huntsville, regional travel in the South is focused on beach excursions along the northwest Florida coast in towns like Orange Beach, Destin and Perdido Key, along with East Tennessee and the North Georgia mountain ranges with activities in Chattanooga and the Pigeon Forge area. While space tourism and beach vacations are quite different experiences, all of these areas offer a wealth of activities that are attractive to both families and couples looking to get away, but they are certainly no longer hidden gems. These destinations have become sought after travel spots for people across the country and the globe in part due to their popularization through social media.
Respond to Trends Promptly and Realistically
Every property is different, and each one has its own capabilities and budget. It’s crucial to only implement unique experiences that will be crafted and delivered consistently, while still staying true to core values and the brand persona. As mentioned, such activities are a great advertising tool that can ultimately be the deciding factor in why a guest chooses one property over another. An added offering like this gives a property an edge over competitors and can sometimes be the difference between a commercially successful hotel and an average hotel. Leveraging social media, property websites, email blasts to customer databases and more, must all be taken into serious consideration when mapping out a hotel’s marketing and advertising spend.
It’s impossible to stay on top of every trend as they are inherently fleeting. Hotels, restaurants and destinations must only capitalize on what they have available to them locally, what they can realistically execute and, most importantly, what only they can offer. It’s so critical for properties to lean heavily into sets them apart and makes them distinct. Nearly anything on a property can be adapted and elevated with a thought-out plan and strategy.
For example, wine tasting with a sommelier, cocktail mixology classes, outdoor excursions, architectural tours and water sports can all be attractive to guests, but they must fit well within the city or location they are being offered, as travelers increasingly want to be immersed in the location they are visiting. At the 106Jefferson Hotel in Huntsville, partnerships with NASA and Space Camp are a natural fit given the city’s reputation as Rocket City, but hoteliers and operators must strategize what makes the most sense for their individual property.
A hotel’s ability and flexibility to respond to the demand for trend-focused vacations will depend on many factors. For example, small, select-service hotels likely wouldn’t want to develop a cocktail-making class if they don’t have an on-site bar. However, large properties with ample personnel or on-staff activity coordinators will have a greater ability to develop robust packages that are purchased during the booking process when guests are more likely to make purchases, instead of when they arrive on-site, and everything is purchased a la carte.
Offering experiences as part of rate programming and combining them with imagery and storytelling on the website is more likely to lead to immediate purchases by guests and is more effective than buying the room only and then having to sell them on experiences during their stay.
Look to the Future and Maintain a Balance
When travelers are planning trend-focused trips, it can be difficult for them to balance the time spent on planned activities versus free time. For leisure travel, which is what most packages are geared toward, it’s important to offer activities that truly enhance the visit and provide lasting memories for guests. This will make guests feel like the experience was worth the investment, and that they have enough time to be spontaneous and explore the location without being bogged down by an obligatory schedule that perhaps they already paid for but didn’t live up to their expectations.
Everyone has a different level of comfort with how they want to travel and experience a destination but striking that perfect balance is certainly something my family and I aim to prioritize, and it’s something I keep in mind from a business perspective as well.
As a final thought, like anything else in tourism, I believe it is our responsibility to be hospitable and as flexible as possible while simultaneously maintaining the integrity of the business. To provide these memorable experiences, there are certain factors that a hospitality business must have in place such as the appropriate personnel, supplies and all other assets needed to deliver a positive experience for the guest.
However, if hotels can remain flexible and tap into current trends, they will find themselves ahead of the curve and more favorable with travelers. This industry is increasingly competitive and it’s important for destinations to hone in on what they do best, capitalizing on their “it factor,” and to not try to be everything to everyone, otherwise you will find yourself not being anything to anyone.
