Category
World
Layered Getaways
Trend cluster
Category
Hotel
Pivots
Hotels are repurposing their rooms to offer new services amid COVID-19.
4.5
Trend score
Trend
What is the Hotel Pivots trend?
Hotel Pivots: Amid the COVID-19 pandemic, various hotel brands across the globe are pivoting their rooms to offer new services. These repurposed rooms include pop-up restaurants, temporary work offices, and emergency hospital rooms.
Insight
The consumer insight behind the Hotel Pivots trend
Consumer needs have evolved drastically with the onset of the COVID-19 pandemic, leaving many consumers concerned about adequate care access, the ability to work in a distraction-free zone, and even looking for safe opportunities to dine out. As they try to accept the "new normal" they are facing, they are turning to brands to provide options that allow them to regain a sense of normalcy and safety amid the confusion.
Trend themes
Themes within the Hotel Pivots trend
Three behaviours holding the trend together01
Hotel Room Repurposing
As consumers needs have changed during the COVID-19 pandemic, hotels have had to find innovative ways to adapt, including repurposing their rooms for pop-up restaurants and temporary offices.
02
Charitable Room Donations
Amid the COVID-19 pandemic, hotels are giving back to their communities by donating rooms to provide shelter and quarantine space to those in need.
03
Work from Hotel Rooms
With remote work becoming more prevalent during the pandemic, hotels have found new opportunities by offering their rooms as isolated workspaces.
Industry implications
What the Hotel Pivots trend means for industry
Where the trend changes the playbookFor
Hospitality/Travel Industry
Hotels have had to pivot their services during the pandemic to meet evolving consumer needs, opening up new opportunities for innovation in the hospitality industry.
For
Healthcare Industry
Some hotels are converting their rooms into hospital facilities to provide much-needed relief for overburdened healthcare systems, offering potential for collaborative partnerships between the hospitality and healthcare industries.
For
Real Estate Industry
As remote work becomes more prevalent, hotels repurposing their rooms as workspaces can potentially tap into the real estate market for flexible office spaces.
Workshop question
How can you pivot your business or service amid the COVID-19 pandemic?
Trend signals
Trend signals for Hotel Pivots
Trend score 4.5 out of 10, from popularity 65%, activity 61%, freshness 9%.
Popularity65%
Activity61%
Freshness9%
Audience
50%Men
50%Women
- Gen Alpha (not a primary audience)
- Gen Z
- Millennial
- Gen X
- Boomer
Market
North America
Europe
Asia-Pacific
South America
Africa
Evidence
Examples of the Hotel Pivots trend
4 featured examples from Jun 3, 2020CategoryWorld
Hotel Pivoted Restaurant Rooms
Hotel Stadt is Converting its Hotel Rooms into Pop-Up Restaurants
Hotels can leverage underutilized spaces and diversify their revenue streams by transforming empty rooms into pop-up restaurants or private dining spaces.
CategoryBusiness
Home Office Hotel Pivots
'Home Office Im Hotel' Platform Shows Hotels Offering Rooms to Work From
The hospitality industry can tap into the trend of hotel workspace rentals and offer innovative packages of amenities and services to attract new customers, ultimately increasing…
CategoryBusiness
Hotel Pivoted Hospital Concepts
LEO A DALY Debuts Hotel2hospital Concept for COVID-19 Response
The hospitality industry can explore opportunities in repurposing hotels for healthcare-related purposes, contributing to the overall healthcare infrastructure.
CategorySocial Good
Charitable Hotel Room Donations
Jupiter Hotel Donated 81 Rooms to Help Those in Need Amid COVID-19
Hotels can embrace charitable initiatives by donating rooms to vulnerable populations or those in quarantine.
