Hip Hotels Consumer Insights

Trend - Gen Z travelers are driving growth in literary tourism through BookTok-inspired destinations, with tour brands launching guided trips themed around popular series like ACOTAR in the Swiss Alps, while hotels partner with book clubs for themed retreats and author-hosted getaways.

Insight - Gen Z grew up with book-to-screen adaptations and social media storytelling, creating a unique relationship with literature that extends beyond reading. They crave authentic experiences that connect their digital lives with physical spaces, using literary destinations as both personal exploration and social currency. Unlike previous generations who might quietly visit author homes, Gen Z turns these visits into content creation opportunities, sharing their literary journeys to build community and identity online.

Trend - Hotels are increasingly joining forces with eco-friendly bathroom amenity brands and embracing water-efficient shower systems to reduce their environmental footprint. These offer biodegradable, refillable, and sustainably sourced products, while low-flow shower technology minimizes consumption.

Insight - Today’s travelers, particularly eco-conscious guests, are seeking accommodations that demonstrate a genuine commitment to sustainability. The dual pressures of global water scarcity and rising environmental awareness have intensified the demand for hotels to adopt greener practices. By partnering with brands that offer sustainable bathroom amenities and installing showers that reduce water waste, hotels not position themselves as responsible environmental bastions in their industry.

Trend - Hotels are becoming popular venues for hosting gaming competitions, tournaments, and community gatherings related to esports. These events leverage the hotel’s infrastructure, such as conference halls, ballrooms, and high-speed internet, to create a space for athletes, casual gamers, and spectators.

Insight - Gaming tourism has surged in popularity, with casual and competitive fans across the globe eager to witness their favorite teams in action. In response, hotels are transforming their event spaces into esports hubs, capitalizing on the opportunity to host related events while streaming logistics related to setup and security for organizations involved. Businesses using this approach can boost revenue through add-on services and position themselves as go-to destinations for future gaming events.

Trend - New hotels are opening with a primary focus on immersing guests in local culture through curated experiences and events. These properties prioritize connecting travelers with the local community through events such as guided tours, workshops, and culinary experiences featuring regional recipes.

Insight - Travelers are increasingly seeking unique, meaningful experiences that provide deeper connections to the destinations they visit. The rise of experiential travel, coupled with a shift away from standardized, one-size-fits-all accommodations, has created demand for hotels that act as cultural hubs. By offering immersive cultural experiences, these hotels address travelers’ desires for authenticity, enrichment, and memorable stays, ultimately enhancing customer loyalty and satisfaction.

Trend - Luxury hotels are partnering with popular fragrance brands to launch collaborative, experiential tea activations. These events are intended to blend the intense flavors of the teas with the rich, aromatic notes of luxury fragrances. Combining these offers consumers heightened experiences.

Insight - Higher-income consumers, in particular those who frequently travel for work or pleasure, are often privy to enjoy finer, higher-end experiences. These consumers want premium accommodations, dining experiences, and living conditions, with minimal work required, and are willing to pay for such things. In order to cater to these illustrious consumers, luxury hotel brands are launching multisensorial fragrance-based high tea and afternoon tea experiences.

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.