Hip Hotels Consumer Insights

Trend - Hotels in the United States are debuting retro-inspired aesthetics to offer mid-century nostalgia to patrons. These hotels leverage culture and history, without sacrificing modern comforts, to differentiate themselves from competitors, thus appealing to more senior patrons.

Insight - Individuals who frequently travel, be it for work or pleasure, are constantly tasked with finding comfortable and temporary living conditions. When traveling, these individuals often seek escapism and respite from their busy lives, gravitating towards those that resonate most with their interests, be it aesthetically or in terms of available amenities. In recognition of this, the U.S. hospitality industry is offering stays that prioritize escapism from daily stresses through nostalgia.

Trend - Pop culture-themed rentals are being offered on select home rental platforms. These accommodations allow fans to immerse themselves in the world of their favorite movies, TV shows, or music by staying in settings reminiscent of aspects associated with beloved characters or celebrities.

Insight - Consumers who are enthusiastic about movies, shows, and celebrities, are drawn to media-themed accommodations as a way to experience unique amenities inspired by their favorite icons. To celebrate the release of a new season, movie, or album, super fans often go all-out and host watch parties with their friends and family at live venues. Media-themed rentals offer an alternative to standard hotels by providing guests with a unique and memorable experience tailored to their interests.

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 - 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 - The hospitality industry sees the introduction of extravagant experiences surrounding food and beverages to provide hotel guests with over-the-top interactions. These offerings encourage visitors to indulge, combining luxury with playfulness.

Insight - The pandemic has made North Americans have to adhere to a calmer and more sedentary lifestyle. Now that travel has become more accessible due to the lift of travel restrictions, consumers are looking for exuberance and excitement during their vacations to make up for lost time. Hotels are responding to this resurgence by introducing highly indulgent and interactive experiences to satisfy these cravings.

Trend - As COVID-19 restrictions begin to loosen worldwide, brands are enticing consumers to start traveling again through new campaigns. These marketing schemes emphasize adventure after many experienced over a year of restlessness.

Insight - As lockdowns lift, many travelers are eager to experience the world again as they plan for their next once-in-a-lifetime trip. These consumers are eager to make lasting memories through novel experiences – especially after a year of mundanity and restriction. Consumers will flock to brands that understand these sentiments and offer experiences that match their desire to escape to somewhere new.

Trend - Travel brands are known to rely on unique activities to attract travelers and, most recently, the emphasis has fallen on science-backed experiences that combine education and escapism. Hotels are partnering with specialists and experts to deliver collaborative excursions and stay experiences for guests.

Insight - When going on vacation, contemporary consumers often look for activities that they can enjoy at their destination and much of this search is motivated by curiosity and the need to escape from the mundane. In this space, many are prioritizing activities that will allow them to learn and/or experience something new. This demand is usually driven by a desire to enrich one's life and when this is satisfied, consumers feel inspired and energized.

Trend - As traveling has substantially subsided during the ongoing pandemic, brands in the travel and hotel industry are launching special discounts, contests, and offers for unique experiences in one's vicinity. With features focusing exclusively on wellness, these initiatives are boasting a short-term change of pace for an individual or a small group.

Insight - Due to the government's orders, pertaining to health and safety during the COVID-19 pandemic, many individuals have diligently cancelled all non-essential travel plans and remained socially distant at home. As time goes on, consumers are becoming more and more restless in their personal quarters, especially if they share a space with family or roommates. Recognizing that they need a change of pace, many individuals are opting-in for short escapes that are convenient, safe, and nearby.

Trend - Seeking to create more personalized overnight experiences, P2P hotel rentals like Airbnb are expanding their options to include unique, outside-the-box options for guests looking for something a little bit different. Moving beyond just minimalist aesthetics and high-end decor, alternative options are emerging that speak to more kitschy, non-typical overnight stays.

Insight - The growth of the hospitality space has coincided with the growing consumer desire for one-of-a-kind experiences. This desire is fueled by social media's influence on consumers–where the most visually interesting experiences and adventures are able to gain traction among peers. Thus, travel brands that are able to facilitate unique experiences for tourists are able to gain an advantage–particularly among younger demographics.

Trend - Beer brands are going beyond traditional activation experiences by offering highly coveted brand experiences that range from brewery hotels to beer-centric spas. As brands across industry categories look to expand on their presence in the everyday lives of consumers, they are taking cues from the luxury and hospitality industries to appeal to Millennial consumers.

Insight - Millennials are gravitating towards "experiences" as they see them as a life-long investment in their happiness and wellness. Brands are leveraging this interest by offering cross-over products and services that prioritize engaging, luxury experiences. These activations are particularly appealing to those who see these indulgences as a natural extension of their interests.