A cultural and cinematic inspiration

• Period drama and fantasy fiction: The global phenomenon of period dramas, with lavish garden parties, opulent balls, and romantic tea ceremonies, has ignited a desire for similar aesthetics in real life. Think of Bridgerton-inspired weddings, or the rustic charm of a country manor reception.

• The “Escape” factor: After years of limited indoor gatherings (COVID 19/ travel bans), there is now a yearning for open spaces and natural beauty. Outdoor events offer a refreshing escape from the mundane, providing a sense of freedom and expansiveness.

• Aesthetic appeal: In an Instagram-driven world, the visual appeal of outdoor settings is a selling factor. Gardens, sunsets, and natural light provide the perfect backdrop for memorable photos and shareable content, turning every event into a potential viral moment.

• Wellness and biophilia: A growing global emphasis on wellness and connection with nature (biophilia) makes outdoor settings inherently appealing. Events held amidst greenery can foster a sense of calm and well-being, contributing to a more enriching experience for attendees.

New facets of outdoor events

Factors driving growth

Powering the perfection outdoors

• Centralised booking and venue management
  Imagine having a clear view of all outdoor spaces of a hotel, whether a garden terrace, lakeside lawn, or rooftop. A centralised system and effective coordination enable precise scheduling, preventing double bookings and managing the unique needs of each outdoor area. Teams across each department of a hotel or venue will be better informed to make swift decisions, execute careful planning, and communication and ensure optimal use of every venue, enhancing the guest experience.

• Streamlined procurement and inventory
  Outdoor events often involve complex menus and logistics. Efficient procurement processes, strong supplier relationships, and careful tracking of inventory (such as special crockery, marquees, or outdoor heating) help ensure every element arrives on time and meets quality standards. This has multiple benefits for venues; it reduces waste, maintains the freshness of perishables, and keeps operations running smoothly. With smart material management, venues can ensure seamless service at every function. All the while handling crucial details like dietary preferences, group or corporate seating, specialised menu combinations, and themed event logistics with greater efficiency.

• Optimised resource allocation and staffing
  Whether it is making sure enough servers cover a garden party or organising the event crews for a large banquet, thoughtful staffing plans based on event size and complexity reduce confusion and improve service quality. For instance, IDS Next’s FX Sales and Catering enables clear communication via a digital diary to eliminate conflicts and ensure the right people are in the right place at the right time. Empowering employees with the right tools will, in turn, let them excel at what they do, so that every operation and guest interaction occurs with zero glitches.

• Guest preferences and personalisation
  Attending guests’ specific requests, whether it is a preferred seating area, dietary restriction, or a favourite beverage, can turn a good event into a memorable one. When this information is recorded and shared across departments through a unified system, it enables venues to anticipate needs, personalise offerings, and respond proactively rather than reactively. Tracking the patterns in guest behaviour helps teams forecast demand, tailor services, and continuously refine guest experiences. This thoughtful, data-driven approach not only enhances satisfaction at the moment but also strengthens long-term loyalty.

• Real-time financial tracking and billing
  Outdoor events come with unique financial challenges, from rental fees to food costs and weather contingencies. Transparent and up-to-date financial tracking is key to managing these challenges effectively. With integrated billing solutions and payment systems, real-time data helps ensure accurate invoicing, streamlined expense reporting, and seamless transactions for guests, staff, and suppliers. This level of transparency not only prevents errors and miscommunication but also builds trust among stakeholders. It enables venues to manage budgets efficiently, respond quickly to changes, and maintain control over event costs.

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The line between customer satisfaction and dissatisfaction is increasingly thin in the wellness market. With rising expectations, providing an exceptional experience is vital—an experience not only defined by premium offers. This article will explore what wellness customers seek beyond the product and what factors can make or break their experience.

Personalisation, privacy and precision

Customers in the wellness sector crave personalised experiences tailored to their individual needs. Leveraging the customer data stored in resource planning solutions to provide special offers or bespoke recommendations, for example, can foster deeper connections and increase customer loyalty.

These efforts must be balanced with respect for privacy. Wellness customers expect their data to be handled with care, and brands that manage this well can create trust-based relationships. By using customer insights and digitalisation, coupled with due data safety standards, businesses can deliver the right kind of personalisation that understands consumer demand without compromising their privacy.

The wellness sector aims for an era of hyper-personalisation that is joined with the precision of optimised operations and the privacy of guest data.

According to latest wellness market research,

What do customers expect from a spa experience?

When it comes to spas, customers are looking for more than just a relaxing atmosphere. In an age where the demands are specific, what factors contribute to a truly exceptional spa visit? Wellness encompasses a variety of areas, including wellness-focused accommodations, nutrition and healthy eating, physical well-being and mental well-being.

1. Seamless services

Every wellness guest wants a frictionless experience, from booking an appointment to providing the final service. This means efficient booking, inventory tracking and having well-trained staff, ensuring that each phase of the visit, from check-in to check-out, is as smooth as possible. From well-stocked inventories and clean sheets to meticulous roster management and uninterrupted service, all of these count in creating the ideal experience. With a comprehensive wellness management solution like IDS Next’s spa management software, a seamless service can be created effortlessly, requiring minimal effort from the employees.

2. Specialised guidance

Customers expect expert opinions when they visit a wellness centre. Unlike most hospitality experiences, wellness borders on health and fitness, so the need for specialised advice and resources is vital. For example, specialised trainers in hotel gyms, nutritionists and dietitians in wellness retreats, physiotherapists and masseurs for physical health and yoga or meditation instructors can guide the guest in their wellness needs. In this light, optimised staff management and centralised appointment tracking are essential to ensure the right skills are used for the right task. Providing expert guidance adds value to the experience and ensures that customers leave feeling satisfied and well cared for.

3. Unique concept and experience

As the industry moves towards an experiential economy, customers are more drawn to unique concepts and experiences. In the wellness sector, this means novelty experiences, such as an outlet inspired by Ayurvedic treatments or specific hotel rooms that are wellness focused. Not only will the unique experiences allow a business to stand out from the competition, but it will also allow them to give their customers an ambience that will allow them to truly indulge in a holistic experience. A cohesive environment of good ambience, special wellness treatment packages such as yoga or meditation, exceptional guest service and advanced resources ensures a safe, secure and sophisticated spa experience for every guest.

4. Exceptional customer service

Guests seeking wellness services want friendly, knowledgeable, and attentive staff who make them feel welcome and valued and 40% of hospitality guests are likely to write a review after a positive experience. Providing excellent customer service, however, goes beyond just delivering treatments; it is about creating a connection with the client. Sending appointment reminders, keeping track of clients’ preferences—of services, employees, time slots, special medical needs, skin types, nutrition and dietary needs and most booked treatment types, for example—and offering tailored experiences are all part of good customer care, which is the backbone of any successful wellness business.

5. Membership plans and exclusivity

Customers like to feel special and enjoy exclusive benefits. Membership plans that offer preferential treatment, such as discounts on services, gym memberships at hotels, access to special events, or priority booking, can help businesses stand out. Another way to offer exclusive services is to maintain comprehensive guest profiles that allow employees to be aware of each guest’s preferences, loyalty status, and other needs. Offering memberships, VIP offers, exclusive services in return for their loyalty to the brand creates an added sense of connection with the guests, encouraging repeat visits and fostering a sense of community.

Let IDS Next help you create the ideal wellness experience for your guests! Book a Demo Today

In conclusion: what are wellness customers saying?

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Who is the luxury traveller?

Contrary to popular belief, luxury travellers do not always mean “wealthy travellers.” For each group, luxury means a different experience.

• Aspiring luxury: Often millennials, they are known for being digital savvy and their quest for unique, culturally immersive experiences. They love novelty, culture, history, and authentic experiences, as highlighted in a 2024 McKinsey State of Tourism Survey.   

• Absolute luxury:  Absolute luxury is sought out by a small percentage of travellers with disposable income, who often fall under the baby boomer label and are considered high-net-worth individuals. Their idea of luxury extends to extravagant experiences defined by opulence and careful curation. 

Opportunities in the luxury travel market

Consumer behaviour trends in luxury tourism open new avenues for hospitality service providers.

1. Offering exclusivity

Those seeking barefoot luxury, which allows complete relaxation, prefer an exclusive “VIP” treatment that makes them feel like royalty. This treatment starts before the guest arrival and last throughout the stay; the hotel reaching out to guests with targeted websites that adapt to their language, targeted social media content, pre-stay questionnaires to record preferences, in-room services and guest servicing systems during the stay, post-stay feedback forms and finally, post-stay engagement messages.

Getting to know key details about the guests, catering to their needs, and maintaining an excellent post-stay guest relationship can make the guests feel valued and taken care of. Businesses further enhance the experience with room customisation, mobile-controlled in-room technology, smart guest engagement applications or in-room tablets. Luxury translates to absolute convenience; where the guest does not have to move at all to request a new towel to the room or adjust the room temperature.

2. Photogenic moments

Most modern travel and experience cultures are defined by Instagrammable moments. Ensuring a destination or an experience is ‘Instagrammable’ may not always be easy, but this is where guest data can come in. Looking at consolidated guest data and reports on a hotel’s ERP system to understand what guests love most about a property gives brands the foundation to work on selling the right experience. As social media becomes an important channel to communicate and connect with audiences, it is also encouraged to enhance guest-preferred experiences and highlight them on a brand’s official social network pages.

Hilton remains one of the best hospitality brands that have successfully implemented this strategy, highlighting the experiences exclusive to their brand on their social media. One such experience was rooms inspired by last year’s blockbuster success Barbie (at Hilton Bogota Corferias). The Aladdin suite (Hilton New York Times Square), complemented by tickets to the Broadway production of the story, is another example from the same group, promising and delivering the ideal Instagrammable moments that are popular during specific times of the year.

3. Branded experiences

Consumption of branded goods and services has always been a marker of luxury, and this is particularly popular among aspiring luxury travellers who use branding to validate their sense of luxury. This leaves an opportunity for hotel brands to explore. For example, offering branded products or services priced for the segment of aspiring luxury travellers, such as affordable amenities at luxury destinations. These types of branded experiences also extend to experiencing branded lifestyles within luxury resorts.

Branded experiences can come from outside the sphere of hospitality, where the industry partners with luxury lifestyle or fashion brands. For example, at the Beverly Hills Hotel in Los Angeles, visitors can shop for a limited-edition Dioriviera capsule collection. Beyond partnerships, a new trend in the market is luxury brands—lifestyle, fashion, automative etc.—expanding their offerings into hospitality and exploring their opportunity within the markets. The Bentley Residences in Miami and the Bulgari Resort in Dubai are some of the renowned properties maintained by these brands.

4. Diversified offerings

Diversification in the luxury market entails understanding the audience’s multigenerational nature and their spending capacity, a fact that was considered during Shangri-La’s multigenerational strategy. The Group’s launch of the Shangri-La’s family experience brand Fam.ily™ will create experiences for multigenerational families, even providing guests the support for their parenting journeys. According to Kuok Hui Kwong, chair of Shangri-La, there is a rise of a new generation of luxury consumers who wants to share experiences and quality moments with their families.

Other diversified offerings include out-of-the-box amenities that include more than just plush rooms. Instead, think of cooking classes with celebrity chefs, private wine tastings, or VIP access to cultural events—an easier feat to accomplish if the hotel leverages its guest data system and loyalty programs right.

How to make the most of your guest data to optimise your offerings? Discover now!

Creating opulence takes effort

The idea of luxury goes beyond simple offerings of having a personal butler. It is a segment defined by what defines most of the modern travellers, experience. Brands that tap into this market need to be crafty with their offerings, understand the preference of each segment, and provide exclusive offers created through the right combination of technology, marketing, partnerships, and personalisation.

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Digitalisation is not a new trend within hospitality operations in 2024. In fact, technology adoption and smart solutions has been the backbone of successful hotel operations in the last few years, changing how guest needs are met. Technology plays a key role in streamlining service delivery within hospitality. Technology integration within office operations is also pivotal in ensuring the smooth functioning of hospitality businesses.

However, the convergence of smart technology and hospitality operations does not come without challenges. While technology enhances employee capabilities and redefines hospitality operations, it also leaves key areas to consider.

Key challenges of technology adoption in businesses

Technology acts as a catalyst for revolutionising back-office functions, automating repetitive tasks, and streamlining complex processes. Next-level enterprise resource planning solutions integrated with Property Management Systems (PMS), reservations modules, housekeeping solutions, inventory management and guest engagement applications serve as the centre of hotel operations. These systems empower employees by providing real-time data, facilitating efficient decision-making, and enhancing operational transparency.

With the rapid adoption of technology, the several challenges have emerged:

• Lack of IT training among staff
• Lack of communication and collaboration
• Scattered and siloed data
• Cyberattacks and data breaches

How can hospitality businesses overcome the above challenges?

As technology becomes integral to a hospitality establishment’s back office, the following key elements must be considered.

1. Empowering employees with technology training

Building positive synergy between technology and employee skills is pivotal to maximising the potential of technology within hospitality, especially with latest reports claiming that one of the that skill shortage amount to 69% of most severe staff issues in the hospitality industry. Further, 87% of millennials are expressing that training and development is crucial to a job, especially as tech adoption occurs faster than ever.

For example, technology training programs equip employees with the necessary technological expertise to navigate sophisticated systems and leverage their capabilities effectively. This will also help employees approach innovation with the right attitude, stay productive amid digital transformation and be ready to meet the needs of digital audiences. Choosing technology solutions providers who give comprehensive training is the first step for hospitality establishments to try the technology for the first time. A strategic approach to technology can enable productivity within hospitality operations, allowing even the less tech-savvy employees to approach changes comfortably. this also

2. Communication and collaboration tools

Digital solutions can make all the difference between effective collaboration and miscommunication within hotel operations. ERP system helps different departments within a business work together more effectively by sharing information and resources.

Full-stack solutions that are integrated suites of tools and individual modules that easily integrate with third-party systems with open APIs allow multiple systems to work in synchronisation and eliminate any bottlenecks. Navigable web and mobile applications allow employees in different departments to access the same real-time data so everyone has the same information and can work towards a common goal. It also fosters seamless information sharing, task delegation, and teamwork. Cloud-based solutions facilitate remote access, enabling flexibility and efficient communication, which is vital in today’s dynamic work environments.

3. Centralised data management

Despite smart technology and data management tools being a rapid development across various industries, only 22% of business leaders claim their teams share data well. Businesses using multiple disconnected systems often find information and data scattered across different departments, applications and databases. When different teams have different versions of the same data or work from outdated information, this interferes with the quality of the service and operational accuracy.

To overcome this, it is essential to have a single source of truth, in other words, a centralised database that is accessible across all departments. A centralised enterprise resource planning solution that integrates all operations improves team communication and collaboration, making it ideal for modern businesses operating across regions, in time zones, and virtually. The ability to share information such as reports, analytics, and performance metrics facilitates more informed decision-making and increases responsibility and accountability within teams.

4. Enhanced cybersecurity

As hotels gradually adopted technology across all operations, they became more vulnerable to cyber-attacks. Cybersecurity is also reported as one of the key IT challenges faced by hotels in 2023; nearly 31% of hospitality organisations have reported a data breach in their company history.

As an industry that deals with personally identifiable information and financial data, the industry is often at risk for threats such as identity theft and data breaches. Building a secure digital architecture is a must so that core systems and confidential data remain secure. Staff training on cybersecurity and technology management, regular software updates, multi-factor authentication methods, data encryption, GDPR compliance and PCI compliance remain some of the major steps businesses can adopt in the digital age. Reliable private cloud hosting can offer enhanced security and control over guest data, making it easier for businesses to maintain better security, comply with data residency laws, and improve data backup and recoverability, auditability, and transparency. As hospitality businesses move into cyberspace, necessary precautions need to be taken to build a secure operational network that does not compromise the quality of the service offered.

Be smart with smart technology

To create a symbiotic relationship between technology and hospitality, business owners must consider the above areas so that the transition from traditional operations to digital occurs without minimal disruptions, negative side effects or bottlenecks. A harmonious interplay between technological advancements and employee skills, communication and security, attitude, communication, and support represent the cornerstone of success in modern hotel operations. Embracing this synergy empowers hotels to deliver unparalleled guest experiences while optimising operational efficiency.

New trends are emerging in the hospitality industry, and it is vital to understand what the market changes and disruptions are to stay ahead in the competitive landscape. Keeping up with the trends that affect the global hospitality industry is the only way to deliver the experiences that consumers expect.

The needs and priorities of hospitality consumers underwent heavy changes over the course of the last few years. As a result, more complex and diverse consumer expectations are on the rise.

What are the new hospitality consumer expectations?

According to industry experts, the top preferences that will shape service delivery in 2024 and beyond are as follows.

1. Personalisation and curated experiences
2. Focus on the environment
3. Expectations for sustainable operations
4. Wellness and health-centric hospitality
5. The demand for safety and hygiene
6. Preference for local experience

As consumer behaviour changes and evolves, so does the market demand for hospitality changes.

1. Personalisation and curated experiences

Across almost all industries, the need for personalisation is a significant trend. With the rise of big data, many guests want to be treated as individuals, where their preferences or special needs are seen and heard.

Thanks to data management applications and integrated analytics tools, personalisation can be created in various ways. Central reservation systems and front desk management software will allow hotels to curate packages for returning guests. Comprehensive channel management and booking solutions will allow restaurateurs to understand diner preferences and dietary requirements. Membership management modules can empower spas, wellness centres and clubs to track guest preferences and treatment methods. Especially with the rise of smart devices, hospitality businesses have access to a central hub of guest data that allows greater personalisation.

2. Focus on the environment

Modern consumers are increasingly invested in sustainability and prefer to enjoy hospitality without overstraining the natural resources. Businesses in the hospitality industry are compelled to invest in eco-friendly efforts, such as reducing waste, conserving energy and embracing green designs. Hotels, restaurants and leisure sectors are incorporating renewable energy sources, digital ERP solutions and smart technologies to reduce their carbon footprint and ensure sustainable business growth.

At the same time, these operational changes bring several benefits to businesses other than attracting eco-conscious consumers. The implementation of digitalisation and automation, together with green designs are making organisations more efficient, ergonomic and productive for the employees as well.

3. Expectations for sustainable operations

Millennials, Gen Z and the rising Gen Alpha are socially conscious than ever and lean towards brands that cater to inclusive designs, diverse menus and ethical labour practices. In the restaurant sector, this is visible via innovative POS solutions that diversify menu offerings, promoting vegetarian or vegan options. Hotels invest in customer-facing solutions to relieve their employees from routine or heavy operations so that faster services occur without compromising labour rights.

Similarly, the accommodation sector focuses on reservation management solutions to control occupancy numbers and understand their special requests to make spaces more accessible. Sustainability means moving beyond just green efforts and transforming businesses to behave ethically and abide by their social responsibility. In 2024, this is a necessity that businesses should not overlook.

4. Wellness and health-centric hospitality

Wellness hospitality is rising in popularity, quickly becoming one of the most sought-after hospitality services. Whether it is fuelled by the desire to enhance the quality of life, practice self-care, or relieve stress, people are increasingly health-conscious and enthusiastic about wellness and health offerings. In the food and beverage sector, this change is visible in revamped menus that include healthier options, including gluten-free, dairy-free, low-fat, vegetarian, vegan, and organic options. Accommodation sector is incorporating gyms, yoga centres and other fitness facilities into their services.

Traditional spas are becoming a popular choice among tourists. Most well-known hotels and resorts are in the process of integrating wellness as one of their primary offerings. Among wellness, sub-trends are emerging, such as incorporating natural elements in the services, investing in comprehensive wellness management solutions and using-technology based treatments.

5. The demand for safety and hygiene

Guests’ expectations of safety and hygiene standards have become incredibly demanding post-pandemic and the importance of safety and hygiene standards were even more emphasised in an industry heavily reliant on person-to-person touch. As a result, the contactless operations are here to stay. Mobile wallets, mobile check-in and app-based guest request management modules reshape how guests are treated. These solutions enable a complete contactless journey for guests, ensuring higher safety standards.

In addition, robust housekeeping is becoming an essential element in hospitality. Along with the accelerated room turnover time, cleanliness, disinfectant methods, and room safety are becoming essential to keeping guests satisfied and feeling safe within public and private hospitality spaces.

6. Preference for local experiences

Another shift in consumer behaviour is the travellers’ emerging love for local experiences. There is an increased desire to experience the culture of a destination—be it visiting special monuments, local gastronomical experiences or purchasing locally-made products. The ethos behind this behavioural change is that most tourists wish to experience something different from their daily lifestyle as they visit a new destination. In other words, an authentic way of life in the location they visit.

Hospitality businesses adhering to this demand are tasked with a new responsibility. Diversifying their menus to offer local cuisines, effective inventory control modules that sources local material, and partnerships with local destinations and artists are some of the ways businesses are adopting.

Responding to market trends is the only way forward

As the market changes with evolving consumer needs, it is essential that hospitality service providers understand how to optimise their strategies and personalise their offerings. Whether it is operational changes, setting up new ethical frameworks or adopting new technology, changes are pivotal to keep the consumers happy and satisfied.

Embracing innovation ensures meeting consumer needs effectively, simultaneously paving the way for sustained success that contribute to the bottom line.

The down is the new up in tourism. Tourists are looking for views other than the city overviews or the mountains overlooking the clouds. Hotels and restaurants built underwater are promising that novelty.

Travel and tourism are becoming an essential part of modern life, making new tourist experiences surge from every part of the world. One such novelty in tourism is underwater hospitality, which is now growing at a CAGR of 13.60%. Research predicts the global underwater hotels and resort market to reach 11.6 billion by 2032.

Due to their ability to provide fascinating experiences, amusement, and adventure beyond imagination, the tourist population are increasingly inclined towards these new constructions.

Factors driving the growth of underwater hospitality

Sleeping and dining underwater became a reality with the first invention of submarines in 1866 but the experience they provided were far from comfortable lounging or leisure arrangements.

In contrast, underwater hotels and restaurants provide all the aspects of luxury hospitality, including spas, bars, swimming pools, gyms and even custom-made services. However, the question is, what makes it unique from an average land hotel or restaurant?

Challenges around the popularity of underwater hospitality

Even with the robust demand for underwater hospitality and various attempts by global brands to build underwater hotels and restaurants, certain challenges still make it difficult to develop and popularise them.

1. Demanding maintenance needs

It takes quite an effort from business owners to maintain the quality of services and products underwater. They must invest in special technology to counter water pressure, specific techniques to fight buoyancy and unique strategies to protect and maintain facilities against decay. This challenge will be highlighted when trying to co-exist with salt water, a particular catalyst for rust and corrosion.

2. High cost of services

The services, experiences and amenities provided underwater are one of a kind; this makes such facilities sometimes exceed the average market prices. The special maintenance and operational needs of underwater hotels and restaurants have made it essential to label aquatic facilities with high costs. While these venues are already the favoured destinations of ultra-high-net-worth individuals across the globe, the high price might still prevent average tourists from enjoying them.

3. Environmental issues

Underwater hotels and restaurants are facing several environmental issues, including recycling wastes before dumping them into the ocean. Another concern is the disruption to underwater life, which have made several environmental enthusiasts stand against artificial underwater habitats; such constructions may require changes to the aquatic habitats, such as the removal of corals, rocks and seaweeds or emitting bright lights that disturb the sleeping habits of marine animals.

4. Health and safety risks

The atmospheric pressure underwater is another concern surrounding underwater accommodation. The atmospheric pressure in any underwater destination built for humans must be the same as land to allow tourists to spend their vacation without risking health hazards. Additionally, tourists are also concerned about safety risks such as natural disasters. Underwater hotels and restaurants requiring helicopter or boat travel to reach the location can also be a barrier for guests with mobility issues.

Making underwater hospitality a reality

Some of the leading hospitality names are already following innovative solutions to mitigate the above challenges and make luxury underwater a commercial reality.

Using mobile applications for uninterrupted communication

Mobile applications help build connectivity, allowing guests to view immediate notifications or request personal service. These applications allow the hotel/ restaurant staff and guests to always be connected; it keeps guests updated about notices even during emergencies, enhances guest safety around the property and even lets guest request specific amenities.

To resolve signal strength and connectivity, businesses can use underwater Wi-Fi or satellite communication for internet access. They can even install on-premises servers to support mobile apps.

Optimised services and attribute-based selling

Customised services curated using the data collected on CRM software or reservation modules are ideal for underwater hospitality businesses looking to attract more guests. Loyalty rewards or personalised amenities enable guests to enjoy luxury underwater at discounted prices or offers.

Attribute-based selling is also an idea for market segments that cannot afford highly luxurious offerings. Enabling guests to choose services/ products they require and charging them only for those chosen amenities offers them more control over their stay and hence, their expenses.

Obtaining the necessary licenses and support

Unlike other venues, underwater hospitality aims to explore uncharted territories. Adding human civilisation into these habitats will likely disrupt that ecosystem. Therefore, construction, operations and guest activities must have minimal impact on marine life.

In this regard, obtaining the right permissions and following approved construction standards is a must. Underwater buildings need governmental support and sanctions to be sustainable and ethical.

Ensuring continuous maintenance

Tools and systems used in underwater hotels and restaurants require continuous maintenance. With underwater habitats having limited resources, sudden system failures may lead to operations downtimes. Due to the restrictions of the location, these operational downtimes can even last until repair persons or system upgrades are done.

Businesses using management modules such as Property Management Systems, need to perform ongoing maintenance. This will ensure continuous functionality around the venue and enable the staff to provide services without interruption.

Is underwater hospitality a sustainable strategy?

Underwater hotels and restaurants such as The Apeiron Island Hotel, Conrad Hilton, Ithaa Undersea Restaurant and Poseidon Underwater Resorts are already shaking the waters in the hospitality industry.

However, to continue co-existing with nature underwater, it is essential to follow standard, ethical and sustainable practices. Thoroughly planned strategies that takes all potential challenges into account will guarantee business continuity and better guest satisfaction.

Hospitality’s dynamic nature has shown that there is no one pathway to doing business. Over the last few years, this has been proven repeatedly as the industry adopted new trends, navigated changing economies, and even let go of legacy systems.

Its ability to adapt to change has directly impacted the hospitality industry’s decision-making and the direction it is expected to take in the future. However, to understand where the global hospitality industry is heading, it is vital to understand its current landscape, particularly the challenges standing in the way of its growth and what predictions will define its future.

The challenges faced by modern hospitality businesses

Staff shortages and retention

Over the last few years, staff shortages have been one of the significant challenges faced by the industry. A 2022 report by BigHopsitality states that, compared to May 2019, the industry saw an increase of 83% more vacancies advertised even as the sector announced over 300,000 jobs in the previous year. The uncertainty created during the global health crises, unfair wage schemes and human rights allegations are among some of the major culprits in the industry, leading to lower staff retention rates.

Rise in the cost of living

The rise in the cost of living affects the industry two-fold. From the consumer perspective, the public is less likely to spend eating or drinking out amidst inflation. In the context of the business owners, they are facing the high cost of production and maintenance with the prices of raw materials going up.

Even as the consumer numbers are returning to pre-pandemic levels, hospitality businesses are still facing the spike in the operating cost, with several industry trade groups expecting local governments, new technologies and more labour to support them in future.

Environmental impact

Undeniably, the climate crisis is impacting all industries and is one of the vital conversations in the business world. Modern hospitality businesses must not only be conscious of the environmental impact of their internal operations but also their consumers’ behaviour. A sustainability Report by Booking.com has found that 83% of global travellers deem sustainability critical. It’s time for hospitality brands to truly commit to green efforts and overcome the curse of greenwashing.

Increased and diversified demand

As travel and socialising increase, industry sales show promising numbers. However, in this new age post-lockdown, more trends are emerging. Guest needs are diversified by age, gender, race and even spending capacities; traveller needs depend on whether they are travelling for business, pleasure or a mix of both. Meeting these new consumer behaviour patterns amidst the rising costs and staff shortages is a significant challenge for the sector.

However, this does not mean the industry is not ready to fight back. The newly emerging trends in the hospitality industry is a result of businesses experimenting with new strategies and responding to social, cultural and economic shifts.

Emerging trends in the hospitality industry

Experts have forecasted several new trends for the future of hospitality. If used right, these trends will not just be a monetisation strategy but will revolutionise hospitality for guests and business owners alike.

Focus on health and wellness-centred hospitality

As the importance of self-care and mental health increases, the wellness industry is beginning to boom with increased demand and sales. Hospitality venues, particularly those that offer wellness facilities such as spas, gyms, nature retreats etc., have a golden opportunity open for them.

This endeavour is facilitated by hospitality innovations such as data collection and analytics modules and spa management systems that enable venues to track and identify individual guest needs. Healing methods differ from guest to guest; tech innovations such as POS, reservation modules and guest request management systems can identify these individual needs. There is also a growing preference for digital diagnostic systems and curated wellness treatments.

Customer-facing controls

Customer empowerment is becoming an integral part of running any business, and hospitality is taking this into count with its new app-based services. App technology is helping hoteliers manage their services and enabling them to control the accessibility and quality of services like never before. Alongside mobile apps and cloud technology, services are elevating many aspects of the guest cycle, improving their experience and leaving them satisfied.

Additionally, customer-centric services such as attribute-based selling, voice-control services and self-operated contactless modules empower the guest to define their experience. These services enable them to choose their preferred amenities and have more control over their dining, leisure preferences or accommodation types.

Artificial Intelligence (AI)

AI has become the backbone of many businesses over the last few years. Technologies, including Chatbots have proven how important AI is in providing a customised experience to guests from the moment they get in touch with a brand. Predictive analytics revolutionises how hospitality responds to market changes and helps businesses forecast new trends. Machine-learning algorithms can build actionable customer segments to personalise customer experiences and services.

As the demands get diversified, these gadgets are helping the humans running the hospitality to understand their audiences, identify preferences and needs at every stage in the buyers’ journey and provide them with bespoke services and marketing messages.

Sustainability and energy conservation

Modern guests cannot be fooled by greenwashing, and businesses have realised the consequences of adhering to greener standards. The focus on eco-conscious efforts and renewable energy also drives consumers to seek brands that practice what they preach.

These efforts are made possible with elements such as:

• Cloud architecture that eliminates the need for physical IT infrastructure
• E-receipts that remove paper wastage
• Smart thermostats and energy management systems that automate the temperature management
• Smart lighting and ventilation systems that switch off automatically when not in use

As a result, in recent years, hospitality outlets have been able to eliminate disposable plastics, paper and electronic wastage and even the emission of harmful gases.

Automation adoption

Automation has been a driving force that can resolve labour shortage challenges. With enterprise hotel technology automating most of the back-end operations of businesses, hotels can easily let their staff take the back seat when it comes to repetitive and monotonous tasks.

Some of the examples are:

• Channel managers that manage hotel inventory on multiple platforms (OTAs) simultaneously
• PMS solutions that can manage hotel reservations and admin tasks from a central point
• Revenue management software that maximise the hotel’s profitability by applying a dynamic pricing strategy

As a result, venue managers can quickly deploy their team members to other tasks that require human intelligence such as engaging with the guests.

Recreating hospitality in the metaverse

The metaverse is another one of the emerging trends which uses technology such as virtual reality (VR) and augmented reality (AR) to create interactive virtual worlds. In hospitality industry, metaverse is can be utilised in the following ways.

• Provides guests with VR tours or options to explore their hotel using an avatar during the booking
• Restaurants that facilitate customers to explore their menu or watch how meals are prepared
• Virtual nightclubs facilitate people to experience music, dancing, and social interaction without having to leave their home
• Casinos that recreate the gaming experience and allow customers to play games such as poker, roulette and blackjack in a virtual setting

Hospitality’s future will look like…

The most successful hospitality companies are those that constantly evolve and make efforts to keep up with the latest hospitality trends. This is not only limited to the marketing efforts to receive the attention of consumers but also includes processes that embrace the new technology, respond to global events and can appeal to customers after capturing their attention.

As many hospitality businesses adopt these changes and try to combat the challenges, it is evident that the industry is being digitalised every day. The future holds nothing short of innovation for hospitality. Those same solutions will be what helps the sector overcome the socio-cultural and economic challenges, elevate hospitality businesses to provide enhanced guest experiences, and generate better revenue and profits.

The hospitality industry has always been quite sensitive and vulnerable when exposed to natural or human-made disasters such as pandemics, climate change, weather hazards, street crimes, cyber-attacks and terrorist attacks. 

The last decade alone was sufficient to realise that in times of such disasters, hospitality businesses are compelled to look into new strategies, opportunities and ventures.  Tourism statistics prove that there was a drastic decline in tourist arrivals during the pandemic. 

Steps for disaster recovery in the hospitality industry:

Ensuring guest and employee security  

The protection of the masses during a disaster is vital in a highly people-centric industry like hospitality. In addition to their own staff, hospitality businesses are responsible for the safety and security of their current as well as past guests.  

Initial steps to manage such situations include a strict maintenance management system. A lesson to comprehend from incidents such as the Surfside Condominium collapse in Florida include negligence of maintenance, which, in turn led to a major threat to those who utilised the property. Hotels can use maintenance management modules that consolidate maintenance-related queries, register complaints and assign jobs facilitating staff to track the due maintenance tasks and rectify them before damages become irrecoverable.   

Guest and staff protection measures also include ensuring post-disaster safety. For instance, usage of thermal imaging systems in popular tourist and shopping spots post-lockdown ensured safety against COVID-19’s highly contagious nature.  

Hotels have also commenced investing more in contactless technology during the pandemic. Integrated solutions that combine ordering, POS operations, and front desk management through mobile engagement facilitate the staff to host the guests with minimal contact. Even before the pandemic’s effects completely simmered down, such solutions kept both parties safe but interactive.   

Data backup and recovery with cloud migration   

Most contemporary businesses rely on cloud computing for damage control and disaster recovery. Digitalising helps hoteliers distribute more health and safety protocols easily, have uninterrupted access to vital data and safeguard multiple operational systems against physical damage.   

“At the heart of every hotel process or SOP there is software that relies on cloud computing. It took a global pandemic for many hoteliers to realise this, but the trend will only accelerate as hotels staff back up quickly, create differentiated customer experiences, and recoup losses…”  

 Jordan Hollander, co-founder of HotelTechReport.com  

However, this new movement makes businesses susceptible to attacks that leverage cyberspace, and it is now vital for hotels to invest in robust cybersecurity protocols to keep their digital operations uncompromised. It’s essential to ensure that hotels don’t give a chance for attack vectors to exploit vulnerabilities in digital architectures to access sensitive information.   

This means several hotel cybersecurity best practices like zero-trust security architectures, multi-factor authentication and enterprise-level encryption, cybersecurity training to staff and investing in cloud solutions compliant with local and international data security regulations.  

Secure cloud operations—PA DSS certification and GDPR compliant, for example—have a much better chance of surviving the digital revolution.   

Renewing sales and marketing strategies  

From hoteliers’ standpoint, the continuity of revenue amidst and post-disaster requires special effort. The sales and marketing plans may have to change and be re-evaluated to respond to new economic situations.   

For instance, the recent campaigns launched by Sri Lanka’s tourism authorities and other conglomerates like “Save the Sri Lankan Smile”, #VisitSriLanka and #SoSriLanka, aim to recover the country’s tourism. The campaigns were launched in response to the country facing a series of disaster-related events, including a terrorist attack, the pandemic and a financial crisis that crippled tourism, the main foreign income source of the country. Taking to social media with content relevant to tourists has proven time and time again to be effective in encouraging them to travel.   

Another opportunity for increasing sales and brand image post-disaster lies in data monetisation. Hotels need to review their analytics and sales/lead data collected pre- and post-disaster to learn the changing demographics and buyer behaviour. The first global marketing campaign since the onset of the COVID-19 pandemic in 2020 by Hilton Hotels “To New Memories,”, reflects this strategy. The insights-driven campaign monopolised the consumers’ desire to reconnect with the people and places they love.   

For hoteliers using software, such data is often available in EPOS, catering or even ordering and reservation modules which can easily be retrieved and shared between the decision-making parties and make new marketing and sales strategies.   

Strategising inventory management and pricing   

Particularly in disaster periods, the demand for hotel services tend to collapse immediately, only to be followed by an increase in demand due to humanitarian efforts. Such major shifts in market dynamics create a need to re-evaluate inventory and sales strategies.  

For instance, the decline of room reservations in most South Asian countries was followed by a sudden reservation spike during the lockdown period as the hotels allowed the government to carry out monitored quarantine programs in their properties.

A solution to highly changing demand levels also comes in the form of local food and local menu offerings; it resolves the food sourcing issues amidst low supply and rising global inflation. Similarly, 68% of global businesses were looking to reduce their reliance on working with only one supplier and look for alternatives.   

Investment in inventory management solutions also rose during the pandemic, leaving an example for the industry in future; investing in modules that can manage the supply chain across the hotel properties, review the cost and profit, and manage the audit trail successfully, enabled hoteliers to minimise the inventory damage during a disaster.   

As businesses are forced to look into a diversified supplier base, such solutions can make the transition smoother and prevent operational downtimes.   

Leveraging analytics and forecasting  

Predictive analytics and forecasting have become elements that make businesses vigilant, particularly against disasters and the new market dynamics they create. Especially when supply and demand shift and markets are rehabilitated, the ability to interpret temporary changes, determine what to expect, and identify patterns can help control the damage.   

Using short-term data, such as booking pace and order preferences to discover immediate changes in demand, and historical data to compare performances and patterns is immensely helpful to stay strong during market fluctuations. Having cutting-edge analytics tools integrated with the rest of a hotel’s service modules lets decision-makers view business-critical data in real time and make decisions backed by valuable insights.   

Hospitality businesses can gain significant rehabilitation and recovery progress when potential risks are pre calculated, understand the climate, socio-cultural as well as economic changes that affect them and develop better disaster management and contingency plans.   

The takeaway… 

Hospitality operators face several complexities during crisis times. However, effective management and implementation of suitable strategies will assist hoteliers in going through difficult situations with ease. 

A combination of secure systems, cloud migration, out-of-the-box thinking for marketing, sales, inventory and pricing, along with efficient and intelligent forecasting tools, will contribute to the hotel industry to build an efficient strategy to prevent and recover faster.  

Millennials’ love for novelty has evolved the tourism industry into aligning their goals with the latest trends. This has led hospitality businesses to embrace various solutions for guest personalisation and experiences. Wellness, in particular, is considered vital as it preserves cultures and has been a core component of hospitality for decades, maturing over the years. eHotelier reports the global wellness tourism market has reached a value of US$ 822.44 Billion in 2021 alone and is expected to reach a value of US$ 1,250.27 billion by 2027, with a CAGR of 7.23% between 2021-2027.  

Travellers now prefer destinations that offer access to peaceful reserves, nature retreats and healthy food alternatives. As habits like bleisure travel boom and the lines between business and pleasure blur with flexible work schedules, guests and travellers seek an outlet to let go and relax after a long day of a workcation.  

Additionally, wellness tourists are considered high-yield tourists who seek unique and expensive wellness treatments like Ayurveda in certain South Asian countries. This has, in fact, supported the GDP in most developing countries in the region, leaving them to embrace digitalisation for the research and development of Ayurvedic medicine and in the delivery of sophisticated treatments.  

Technology has always been able to spice up almost every trend that surfaces, and the practice of upgrading wellness tourism is already causing excitement in the world’s leading hotels. One of the best examples is the Four Seasons Hotels in Huawei introducing cutting-edge treatments like ultrasound and cryotherapy facials and thermal body mapping massages.  

However, to be sustainable in a fluxing economy and changing guest needs, hotels need more; it means adopting a range of new technologies that help them adapt to the wellness needs of their guests.   

1. Make wellness a tailor-made experience

Data is the new oil for most hospitality businesses. Guest data collected with the help of the right hospitality technology solutions provider can facilitate tailor-made guest experiences for wellness packages based on individual preferences. Pre-arrival questionnaires can request details like ‘when was your last spa treatment?’  or ‘what are your dietary preferences and restrictions?’ and prepare for the guests before they even arrive. 

2. Biohacking treatments  

Taking advantage of data monetisation for wellness also means that professionals like fitness trainers and physiotherapists are now able to read guests’ data and customise the workouts and treatments. Bringing personalisation one step ahead, biohacking treatments can collect guests’ DNA information so venues can curate wellness programs and create holistic and highly personalised treatments for each guest.   

3. Give new meaning to therapy   

In an age where guests seek novelty, providing the same old stress management methods won’t cut it anymore. Instead, innovative alternatives like virtual reality-based stress management systems can be used for guests seeking psychological and mental health treatments. Studies have proposed that immersive virtual reality could be a revolutionary way to treat depression and train patients to be less critical and kinder towards themselves.  

4. Make the guests let it go  

Travel often disrupts travellers’ sleeping habits due to conditions like jet lag or the ‘First night sleep’ effect. The Singapore Tourism Board reports that 79% of people find it difficult to sleep when travelling, and 74% of business travellers miss their beds. To help guests recover faster, hotels and resorts can launch meditation and mindfulness apps, backed by the expertise of their own wellness practitioners, and help travellers improve their sleep habits and reduce stress levels. 

5. Make services accessible around the world  

While the restrictions of the pandemic are loosening, some people are still unable to travel due to the risks and restraints of age or medical conditions. Offering online consultation channels to these markets can open new opportunities for wellness practitioners, retreats and resorts to provide world-class treatments to individuals around the globe. Practitioners and businesses will not only be expanding their reach but will also be making their services more accessible. 

6. Let guests experience ease and comfort   

The core of wellness tourism is peace and relaxation, which means guests should never have to work too much to find the right resources and services. Resorts and retreats can adopt new technologies like enterprise spa applications which helps with seamless planning, scheduling and booking appointments. It keeps track of them without missing vital information. It will also help prepare customised requests and integrate guest preferences from previous visits prior to arrival, thereby offering the ultimate guest experience. Effective member data management can also assist with providing the right customer experiences.   

In the recent past, guests have been looking for accommodation options that offer an all-inclusive wellness facility like a 24-hour gymnasium, additional amenities like yoga centres, spas and fitness training services, vegan food options and even healthy energy booster shots! The hospitality sector needs to adopt novel solutions that can listen, predict, record and serve this diverse range of customer needs. 

Wellness may seem like a waste of time and resources for hotels whose primary focus and source of income is only room revenue. However, it’s worth noticing that even before the pandemic hit, wellness tourism has been a steady source of ancillary revenue for hotels and one of the prime sources for retreats and resorts.  

The new digital adoptions pose a great solution for the hotels and an excellent backup strategy that would help them recover what they lost during the lockdown. While wellness alone would not guarantee sustainability in the hospitality industry, when paired with great personalisation and increased guest satisfaction levels, digitised wellness solutions can score the most seamless guest experience.