The hospitality industry has extremely changed over the years. These changes do not only concern the superficial aspects but they impacted the entire way of doing business. Let’s think about the variety of choices that has been available on the internet: nowadays you can compare thousands of options in few seconds simplifying the bookings process and increasing the competition, with a consequent drop in prices. Inevitably, the company has always more costs and less profits. For this reason it’s important for the hospitality industry to keep updating constantly through an effective training.

This fast growth of competitors, along with technological progress, leads to a radical shift in marketing and communications fields. Previously the attracting costumer’s costs were divided between travel agencies and classic advertising solutions (newspapers, television, radio, or posters); now it has been increased by digital tools such as Google and the social networks.

Consumer behaviour has been changed by the huge availability of choices. Today travellers can compare hotels using different review sites with a particular focus on the rate. Otherwise in the past they did not have as many instruments as now, so they must follow their own intuition. Due to the awareness that travellers gain over the last years, hotels had to improve and increase their offer in order to satisfy all targets. In fact, while choosing a trip, travellers take care of several aspects that concern extra services offered by the hotel at a lower price, or the image that the company spreads through its social media.

Guests’ necessities are changed during the time. For example the full board pack is not as chosen as in the past because people want to explore the territory and discover typical restaurants and food. They’re more curious about looking for something new instead of spending this time into the hotel facilities. Where this doesn’t happen, often and willingly are available delivery apps for receiving your dinner directly in your room.

A hotel with limited services could reduce prices easily. Cutting off services it’s important to pay attention to the details that make the difference so guests can’t feel the “lack of something”.

How will this scenario evolve in the future?

The attention on the Millennials will be essential. They define the future of hospitality as they represent more than 50% of guests according to a study of eHoteliers [1]. The Internet and especially the world of social media, will be the main tools for rating each type of alternative, and in the same time, the availability of information 24/7 will be essential. Offer an efficient Internet connection and make use of a social account it’s an advantage not to be underestimated: from the viewpoint of the guest, it allows to choose the most “appealing” structure, instead from company’s side, make a good impression enables to have a free and constantly advertising.

Smart technologies will characterize the future of housing. These technologies will give you a feel of comfort because they’re built to make everyday life easier. What is the possible impact in the tourism world? No more keys, but a facial recognition. No distant switches but the convenience of adjusting lights from your phone. No calls but the possibility of interacting with the front desk via Whatsapp. Being at step with the innovation could be an advantage compared to competitors. For this reason, having a young staff and a flexible environment where everyone can take part in the decisional process will enable the hotel to keep its eyes open on the current’s scenario.

Sustainability is a concept that has taken a bit to arrive in Italy, but now people are paying a lot of attention to it. Travellers love Km0 products that they can find only in the local market, and prefer sustainable packaging that respects the environment. Participating in anti-food waste initiatives is a great way to avoid waste and contribute to the collective well-being. For example, how can we reuse leftover food from breakfast buffets?

Targeting and personalising guests’ staying will create a memorable remember. How often do we get to know people around the world? And why not meet again in the same place maybe a year from now!

A facility that encourages sharing will stimulate an influx of young people and adventure-seeking guests. For example, organizing yoga classes or group hikes are some of the great ways to encourage people to get to know each other.

In order to customize the guest experience, there are some interesting ways to study people’s interests. Social networks can help you to understand what are the most common people’s interests in order to create experiences that allow you to “get ahead” of future demand.

Whether it’s in terms of technology, discovery or community and sharing is what has allowed us to reduce distances and the possibility of living in an always more interconnected world. Investing in this will result in immortal benefits.

People power is the fuel for the world we live in. Sharing is caring!

Martina Guizzardi

Content editor

Hospite – The Italian Hospitality Academy

[1] https://insights.ehotelier.com/insights/2016/04/05/millennials-shaping-future-hospitality-closer-look/