World Consumer Insights

Trend - The hospitality industry is facing more pressure from both consumers and institutions to reduce its impact on the environment. One of the resulting changes has been hotel brands cutting down on food and plastic waste with refillable toiletries, recycled materials and food waste-monitoring.

Insight - The push towards sustainable business operations in hospitality has come as more consumers seek out travel experiences that don't require excessive environmental impact. Waste-reduction is especially beneficial for brands in hospitality because on top of showing prospective guests a commitment to the environment, hotel brands that prioritize waste-reduction are able to cut long-term operational costs.

Trend - Hotels are increasingly incorporating digital experiences to elevate guest stays,. Brands are offering experiences like AR dining, themed in-room voice assistants, contactless service and personalized playlists for guests' stays.

Insight - With much of today's consumers' lives having some type of digital integration, the next step is for brands to create experiences that offer the same immersive and personalized customer journey that customers' receive when shopping or browsing online. This is especially true in the hospitality space, where larger brands are having to address the growing competition from boutique hotels that travelers are turning to for more authentic local experiences.

Trend - Travel agencies are offering 'microcation' packages that include short-duration, event-packed getaways. These vacation are more affordable and are easier to plan than vacations, making them fit for customers of all ages. Microcations can also be taken in quick succession for versatility.

Insight - Each year, studies reflect that workers are taking fewer vacations and less off-time. This is due to rising costs of living, competitive workplaces, and scheduling constraints. As a result, many workers are gravitating toward microcations. These workers prefer microcations for the reduced cost, lowered environmental impact, the ease of slotting them into busy schedules, and the versatility of being able to take shorter vacations, but more frequently.

Trend - Adult Gen Z are frequent travelers, having grown up with social media that normalized travel and escapism. Their travel preferences are shaped by cost and personalized experiences--and brands are responding by aligning themselves with Gen Z's interests and/or helping them finance trips.

Insight - Social media has played a significant role in shaping Gen Z consumers, which is why they prioritize travel despite being early in their careers and in an uncertain economy. As more Gen Z enter the workforce, brands in the travel industry must adapt to cater to younger travelers. This includes experiences that align with their specific interests, low costs, and planning apps that cater to Gen Z's tech-focused and more impulsive approach to travel.

Trend - Hotels are infusing drinks and dishes with CBD, incorporating CBD oils into massages, and selling products infused with high-quality CBD for health purposes. These businesses focus on the health benefits of CBD as it pertains to rest, relaxation, stress relief--all fundamental aspects of the hospitality industry.

Insight - Travellers prioritize rest and relaxation while staying at a hotel or resort. This is especially true now, as the wellness industry grows and enters even the most unlikely categories. Now, more customers are seeking out hotels that prioritize mental and physical wellness in the modern ways that they're accustomed to. Hotels are responding to this pressure by implementing experimental practices across spa services, restaurants and amenities.

Trend - At face value, technologies like the Metaverse or NFTs seem antithetical to the travel industry in that they challenge the value of physical over digital. However recent developments in the tourism industry show Web3 technologies adding delight and convenience to various parts of the journey, from booking to an in-person experience.

Insight - Web3 is defined as the next iteration of the Internet; it focuses on decentralization via the Metaverse, NFTs, and token-based economics. This shift in technology is slowly impacting various consumer-facing industries, though for now, in small, experimental ways. The tourism industry is one ripe for disruption considering how much necessary change it's sustained due to the pandemic. Specifically, this industry is more open to technological and non-physical shifts than ever before as it adapted to these needs during recent COVID-related lockdowns.

Trend - Smart-planning apps for travelers are becoming more popular, particularly as pandemic-prompted travel restrictions have lifted. Now, consumers are able to create customized itineraries with the help of AI-based apps that give users a better idea of local offerings and geographies.

Insight - The use of smart technology to streamline aspects of consumers' lives has resulted in people being able to organize their time more effectively, and in a way that's personalized to their exact interests. The convenience that predictive technology offers consumers is a major draw, resulting in everything from daily rituals to infrequent events like travel being made easier with the help of AI.

Trend - Given the impact of the hospitality industry on the environment, hotel brands are aiming to be more sustainable. Some businesses in this space are incorporating eco-friendly bedding into their rooms in order to reduce their impact.

Insight - Sustainability is becoming an increasingly important purchase motivator for consumers as the impact of climate change becomes more apparent. Since completely overhauling one's life to be sustainable isn't accessible for the average consumer, most turn to small changes that don't inconvenience the lifestyles they're accustomed to.

Trend - As sustainability becomes more important, hotel brands are aiming to reduce their impact with the use of recycled materials. Everything from food recycling programs to hangers made from recycled materials are helping to bring down the environmental impact of these large businesses.

Insight - Sustainability has become more important to consumers as the consequences of climate change become more visible in people's day-to-day lives. Some consumers are experiencing worsening anxiety related to the future of the environment, and more are now making sustainable choices in order to reduce their personal impact. These consumers turn to brands that are making it easier for them to make eco-friendly purchase decisions.

Trend - As we enter a post-pandemic world and travel restrictions lift, app-based travel and activity guides are becoming the norm. These digital guide activations help travelers explore the world while limiting their contact with tour groups to remain mindful of the ongoing global health concerns.

Insight - Consumers are eager to travel now that the global vaccination rate against COVID-19 has increased, and restrictions lifted. However, travelers are maintaining some pandemic-induced habits, such as finding convenient and online alternatives to certain activities. The travel and hospitality industry is leveraging app technology to accommodate new consumer habits and continue offering guided services.