Redefining Hospitality : How to stay Competitive and Relevant in 2023/2024

The hotel industry is a dynamic landscape, with new trends constantly sprouting up, while others have been steadily growing and intensifying over the years.

These shifts may seem sudden, but they are the result of a slow and steady evolution, punctuated by demographic changes that bring forth new traveller profiles, circumstantial events like the Covid crisis, and technological advancements.

These transformations are reshuffling the deck in the hotel market. But how?

What are the major trends in the hotel industry? What kind of experiences are customers seeking? How will the customer journey be revised accordingly? And what are the most suitable marketing strategies for 2023/2024?

We will tackle all these questions in this article because we firmly believe that proactive hotels that view these trends as growth opportunities will be the ones to come out on top.

• How to Surpass Customer Expectations ?

Personalisation, Personalisation, Personalisation

The customer experience is primarily a journey of emotions. A hotel is no longer just a functional space, it's a place to deliver pleasure and surprise.

To engage your customers in a memorable experience, it's crucial to understand that each individual is unique. They arrive with their own lens: their personal history, past travel experiences, current desires, and needs. The challenge is to craft a stay for each one that meets their individual demands. This is where customer experience personalisation comes into play...

And the benefits are manifold. It allows:

• Enhancing customer satisfaction, as your guests will feel pampered;
• Fostering loyalty, as a satisfied customer is much more likely to return
• Transforming your customers into brand ambassadors
• Boosting additional sales;
• Attracting new customer segments.

We're even talking about hyper-personalization.

With the advent of AI (Artificial Intelligence), big data analysis, and automation tools, it's possible to delve even deeper into personalising the customer experience.

• Offering the right price, at the right time, to the right person, thus converting more satisfied customers in less time. With AI, it's possible to refine yield management predictions to the maximum and launch automated campaigns.
• Deeply understanding the consumption habits and expectations of your customers based on their typology and addressing them with targeted service proposals in an automated way throughout the customer journey.

Elevating the Customer Experience with New Tech

Haven't revised your customer journey with new technologies yet? Your guests are hyper-connected !

• Current technologies consider every touchpoint to streamline and optimize the customer experience. Integrate tech innovations into your processes and allow your front desk staff to step away from the counter! They can then be available to welcome guests, offer your full range of services, and advise on local activities.
• The search /The check-in/ The booking

"65% of guests want hotels to offer a more advanced tech customer experience - Oracle 2022 study conducted with Skift media. Among the technologies still underused by hotels that bring a real plus to the customer experience, we can mention:

• Virtual reality tours of the establishment: a great idea to start the customer experience even before booking and convince the guest that your place is where they should book.
• Mobile check-in and digital keys allow guests to avoid waiting upon arrival and thus streamline customer flows.
• Hotel robots: Help avoid guest disappointment in case of staff shortages or complement your service offerings (luggage carrying to rooms, room service, housekeeping, kitchen assistants...)
• Home automation and the Internet of Things: allow guests to control their room and improve comfort (temperature, lighting, shutter opening, music...)
• The check-out : Collection of reviews And Post-stay loyalty building

• The Trending Guest Experiences
• EXPERIENCE #1: The Experiential and Transformational Approach

Travel has evolved significantly since the early 2000s, transforming from a simple change of scenery to a complete, immersive experience. Today's guests expect more than just a comfortable stay; they seek to immerse themselves in the local culture, cuisine, society, and even the arts and crafts. This desire for a holistic experience has given rise to themed hotels and unique concepts that aim to create memorable experiences, not just in real life but also on social media platforms like Instagram and TikTok.

The year 2023 marks the advent of a new philosophy: transformational travel. The post-Covid era has awakened a need for authenticity, personal development, and individual transformation among travellers. Travel is no longer just about visiting new places; it's about reconnecting with oneself, the environment, and humanity. This often involves disconnecting from the digital world, at least partially, and immersing oneself in the experience.

The goal of transformational travel is to return home changed, ready to approach everyday life with a new perspective. There should be a clear "before" and "after" the journey. Many hotels now offer meditative and wellness retreats, or immersive experiences in the local environment and culture. Some even offer survival-type stays designed to push travelers out of their comfort zones.

The Transformational Travel Council, a group of stakeholders who believe travel should offer people the opportunity to make significant and lasting changes in their lives, is a testament to the growing popularity of this philosophy.

• EXPERIENCE #2: Corporate Social Responsibility (CSR): From Idea to Reality

CSR has become a major concern for both industry professionals and guests. While it may have seemed abstract to some hoteliers not long ago, more and more are realizing the urgency of implementing concrete actions to minimize their environmental impact and optimize their societal impact.

According to an international survey by Expedia, Hotels.com, Vrbo & Wotif in October 2022, 60% of travel companies have made their services more inclusive and accessible. One in five professionals claims they will invest significantly in sustainability this year. Guests are increasingly looking for establishments that align with their personal ethics. They prefer eco-certified establishments with commitments to energy conservation, water conservation, eco-design, and environmentally friendly equipment. Establishments that can demonstrate socially responsible initiatives, such as supporting local communities through employment and supplier choices, will win the preference of travelers.

CSR is also seen as a solution to the labor shortage. Staff who feel valued and well-trained are more likely to be satisfied and loyal, leading to better customer service. According to the 2017 CSR study by Cone Communications, 55% of employees consider their employer's social and environmental commitment more important than their salary. This statistic jumps to 76% among Millennials.

• EXPERIENCE #3: Designing Spaces and Offers for Mixed Use

Lifestyles have changed significantly in recent years, blurring the lines between different aspects of individuals' lives. It's becoming increasingly common for vacationers to bring their "digital files" and work while on vacation. The reverse is also true. Business travelers take time for themselves and want to feel "at home": they may want to relax with a book, meet friends who live in the city they're visiting, or even work in a co-working space.

The hotel industry is no longer exclusively for its residents: locals meet friends or family for breakfast or a tea break in the local lifestyle hotel. Hotel spaces are becoming more open and multifunctional. The lobby becomes a multifunctional living space, depending on the mood of the guests who might want to have their breakfast there rather than in the hotel restaurant. Well-settled guests can receive advice from customer success managers or other reception staff to plan their outings. Co-working spaces are becoming more open and convivial, allowing guests to have lunch while working or order a coffee.

• Workation : With the rise of remote work, nomadic workers represent an interesting target. Hotels have every interest in rethinking their underutilised spaces (meeting rooms, VIP floors, ballrooms, etc.) in the low season to enhance them and create a specific and creative offer. Note: this clientele is very interested in the notion of community and could be highly loyal.

EXPERIENCE #4: Staycations, or the Art of Traveling Next Door

While the concept is not new, it is very trendy this year. Is the plane being shunned? Between travelers who no longer take the plane for health or ecological reasons and those who do not accept to break the bank, travel is becoming longer at the local scale.

A "home trip". Staycation is also an opportunity to visit your region or at most to travel to the region next door to visit friends or family, to offer yourself a break in your daily life, or to offer yourself a luxury that would be unaffordable over a longer period or transport included. And if you offer special offers in the low season for local residents? You could also organize contests for locals at certain times.

"Staycation.co, or the ultra-local offer" : The French start-up has bet on short stays and on a local scale, two totally trendy concepts. It offers turnkey experiences at confidential rates. Every Wednesday, the offers are published. They have well understood the potential for loyalty of the local clientele.

EXPERIENCE #5: Cine-tourism: Getting into the Skin of Our Favourite Characters

Have you ever watched a movie or series that you had trouble "leaving" once it was over? It's a widely shared feeling. And it has led to a travel trend that is gaining momentum in early 2023: cine-tourism. Indeed, according to a joint study by Hotels.com, Abritel and Expedia.fr, films, documentaries and series from streaming platforms like Netflix or Amazon Prime win the palm for the 2nd source of inspiration for destination choices"

So get into research to find out which movie or series could potentially have been shot in your region and capitalise on it by creating thematic offers (and taking care to reference them on Google).

We've heard about family visits to London to go to the Warner Bros studios and discover the secrets of Harry Potter's filming. We also know the fans of Friends, from Generation Y, who go to Central Perk in New York. Finally, among the cult places visited, we count the emblematic Parisian sites of Emily in Paris, or all the places in Spain, Malta, Croatia, Iceland or even Northern Ireland that housed Game of Thrones. "Hugging trees"

Is your hotel located in the immediate vicinity of a forest? The trendy activity is the practice of sylvotherapy. Straight from Japan, it's about forest baths. Hotels like the Lodge des Iles d'Or in the Var, or the Evian Resort hotel complex offer outings, or even packages around this practice.

• Well-being stays

It is undoubtedly a booming market. But do you know to what extent?

• "1 in 2 people say they want to treat themselves to a wellness stay and this rises to 69% among Millennials, with Bali as the flagship destination (Study Hotels.com, Abritel and Expedia.fr 2022)
• "The Global Wellness Institute now predicts an annual growth of 21% in the wellness tourism industry."
• A holistic offer
• This includes retreats focused on holistic health, meditation, yoga, spas and massages, hikes in nature, farm-to-table food and other offers around healthy food or disconnection from technologies.

EXPERIENCE #6: Adventure Tourism: From Glamping to Survival Trips

Today's explorers are thrill-seekers, but each adventurer has their unique sensitivity. Adventure and nature tourism are on the rise, with hotels located near immersive nature experiences and extreme sports well-positioned to benefit from this trend in 2023.

One of the most exciting developments in this space is the concept of glamping, a portmanteau of 'glamorous' and 'camping'. Glamping offers the thrill of outdoor adventure combined with the luxury and amenities of a hotel. This includes comfortable accommodations such as yurts, treehouses, and cabins, equipped with modern amenities like beds, electricity, and sometimes even Wi-Fi.

Glamping provides a unique opportunity for travelers to stay in the heart of nature without sacrificing comfort. It's an experience that allows them to disconnect from the hustle and bustle of daily life and reconnect with the natural world. This trend has led to the emergence of luxury or lifestyle glamping sites that offer an array of amenities and services that rival those of traditional hotels and resorts.

On the other end of the spectrum, survival trips offer a more intense, raw experience of nature. These trips are designed to push travelers out of their comfort zones, challenging them to survive in the wilderness with minimal resources. It's an adventure that tests their resilience, resourcefulness, and survival skills, providing a transformative experience that stays with them long after the trip is over.

• The Glamping Investment Opportunity

The rise of glamping has also opened up new investment opportunities. With a return on investment (ROI) ranging from 20% to 40% depending on the site selection, and an average payback period of 5 years, glamping is a highly attractive venture for investors.

Luxury or lifestyle glamping sites, in particular, have shown impressive profitability. These sites offer a range of amenities and services that can compete with traditional hotels and resorts, attracting a broad demographic of travelers seeking a unique and comfortable outdoor experience.

However, setting up a successful glamping site requires professional expertise. From choosing the right location to designing the site and selecting the appropriate amenities, every aspect needs to be carefully planned and executed to ensure the success and profitability of the venture.

In conclusion, whether it's the thrill of a survival trip or the comfort of a glamping experience, adventure tourism offers a wide range of experiences that cater to the diverse needs and preferences of today's travelers. And with the added potential for high returns on investment, it's a trend that presents exciting opportunities for both the hospitality industry and investors.

EXPERIENCE #7: Cultural Explorations

Major cities with a rich cultural offering are experiencing a resurgence of interest. Travelers are increasingly drawn to the hustle and bustle of urban life. According to a study by Hotels.com, Abritel, and Expedia.fr, most of the destinations with the highest demand growth on Expedia are vibrant, culture-rich cities.

Paris retained its title as the world's top destination in 2022, and the early signs for 2023 are very encouraging. If your establishment is located in a large city, consider forging partnerships with providers of cultural experiences and packages. You can attract visitors interested in architecture, gastronomy, trending cultural and sporting events, famous museums, shopping, park strolls, and all the elements that make up a good city trip.

The One O'Clock Gun at Castle Rock in Edinburgh, the Japanese cherry blossoms, the 50th anniversary of the Sydney Opera House, the eight hills of Lisbon, Broadway shows, the Just for Laughs festival in Montreal, the BMW Museum in Munich, or the golden roofs of the Grand Palace in Bangkok - it's this cultural vibrancy that currently captivates travelers.

The top 10 cultural cities that are trending - and whose demand has seen the most significant growth on Expedia between 2021 and 2023 - include Edinburgh, Scotland; Lisbon, Portugal; Bangkok, Thailand; Munich, Germany; Montreal, Canada; and New York, USA.

EXPERIENCE #8: The Revitalizing Journey of Wellness Stays

In the bustling rhythm of the 21st century, wellness tourism has emerged as a beacon of tranquility, offering a sanctuary for those seeking to rejuvenate their mind, body, and spirit. This rapidly expanding market segment is redefining the contours of the hospitality industry, with a focus on holistic health, mindfulness practices, and immersive nature experiences.

Holistic Health Retreats: A Symphony of Serenity

Imagine a retreat nestled in the heart of nature, where the air is pure, and tranquility reigns. Here, wellness is not just a concept, but a lifestyle. From invigorating yoga sessions at dawn to soothing spa treatments under the stars, every element is designed to harmonize the body's natural rhythms and foster a state of deep relaxation.

The Millennial Mindset: Prioritizing Self-Care

According to a 2022 study by Hotels.com, Abritel, and Expedia.fr, wellness tourism resonates particularly strongly with the millennial demographic. An impressive 69% of millennials express a desire to indulge in a wellness stay, underscoring the importance of this trend for the future of the hospitality industry.

The Global Wellness Institute predicts a robust annual growth rate of 21% for the wellness tourism industry, reflecting a global shift towards health-conscious travel. With destinations like Bali leading the way, the wellness tourism landscape is ripe with opportunities for hotels to innovate and cater to this burgeoning market segment.

This is the era of wellness tourism, a time when travel is not just about seeing new places, but about experiencing a deeper sense of well-being. As we move forward, the hospitality industry must adapt and evolve to meet the changing needs and desires of the modern traveler.

• The Evolution of Hotel Marketing in 2023

Guests' aspirations and travel requirements have transcended their initial dreams and demands. The entire customer journey has been in a state of flux for several years, a transformation that has gained momentum since the post-pandemic reopening.

Consequently, it's paramount for hoteliers to grasp how customers search for and book their stays. This understanding enables them to tailor their offers effectively and present them at the opportune moment.

1. Re-embracing the Local Scale

We've previously discussed travel trends that cater to a local clientele, such as staycations and the development of communal spaces within hotels, including coworking space offerings. Are you looking to diversify your revenue streams? Consider all the services that could interest - and retain - the local population. Restaurants, bars, spas, coworking spaces, and specific workshops all have the potential to attract local customers, provided they have been thoughtfully designed and marketed as such.

It's time to put your creative thinking caps on and devise new packages and loyalty cards.

2. Direct Sales Now More Than Ever

In 2022, the proportion of customers booking directly with hotels has skyrocketed by 70%! according to the qualitative-quantitative study by Coach Omnium in April 2022."

This pleasant surprise, termed an "unexpected phenomenon" by the research firm, unveils new, unforeseen guest habits. Guests identify their destination using OTAs, essentially using them as comparison tools, then proceed to the hotel's website to make a reservation. The message of "it's cheaper when you book directly" propagated as an educational mantra by numerous establishments has had an impact. Indeed, customers opt for the more advantageous prices after verifying the hotel's online reputation.

The era of OTA dominance is over. While they remain excellent partners and an undeniable source of reservations, direct sales are making a strong comeback! However, the condition remains that the hotels' websites must be professional, reassuring, and attractive," Coach Omnium wisely points out. This goes without saying.

• A Transformative and Easily Updated Website

Your website is more than just a digital storefront—it's an essential tool for direct sales. It should professionally reflect your brand, provide comprehensive information about your accommodation and other services, and showcase the unique guest experience you offer. The choice of images, words, navigation design, and the flow of ideas are all crucial.

However, your website should go beyond being a mere digital brochure. It should function as a hotel sales platform. Unlike selling clothes, selling travel experiences requires a specific type of e-commerce site. Your website should be equipped with a booking engine that syncs with your channel manager and your Property Management System (PMS). This allows you to sell based on real-time availability and the right price, which you can determine with or without yield management tools.

To be effective in driving direct sales, your marketing team should be able to update dynamic information (prices, photos, texts, special offers) without always needing a developer. Consider a website built on a popular Content Management System (CMS) like WordPress or Joomla. This way, you'll have full ownership of your site and can work on its search engine optimization (SEO). It's also advisable to have a technical maintenance agreement with a webmaster to ensure your site is always up-to-date and secure.

• Mobile First

Currently, most internet users complete their booking journey from start to finish on mobile devices. This includes research, booking, and even payment. Therefore, your website should be designed with mobile users in mind. It's no longer about creating a desktop site and making it responsive to different screen sizes. Instead, design it primarily for mobile users. The navigation and information organization will be different. Booking engines and messaging platforms should be optimized, easy to use, and require no installation.

The entire customer journey is now designed for mobile. Hoteliers are exploring creative ways to keep customers engaged from the time they book until after they leave. For example, guests can use a mobile Guest App to learn more about your facilities and book services at your establishment. You can send push notifications or text messages with important reminders before and during their stay, as well as check customer satisfaction mid-stay.

• Presence on MetaSearch Platforms

Price comparison platforms (Google Hotel Ads, Tripadvisor, Trivago, Kayak, Skyscanner, etc.) are used by travelers to compare the rates of a hotel across different distributors.

A 2021 Statista study reports that Millennials and Generation X primarily use meta-search engines to plan their trips. Furthermore, "74% of internet users consult a hotel's Tripadvisor page before booking on the official website (Source: Tripadvisor)."

This sales channel is not exclusive to large groups; it's open to all types of establishments. The advantage is that you'll likely pay a lower commission than with an OTA and fully acquire the customer. However, you need an appropriate strategy: better rates and conditions than on OTAs, larger or exclusive availability during high season, etc. There are meta-search management agencies, which can be handy as connecting and synchronizing with all meta-search platforms is time-consuming, and you need to manage campaigns across different channels.

Today, the commission of OTAs is a minimum of 18 to 19%, whereas via Google Hotel Ads, a hotelier will pay a 10% commission.

• Google's Free Booking Link

Since March 2020, all hotels can benefit from Google's free booking link. This service offered by Google is a must-have and is very simple to set up.

3. Your Hotel's Social Media Version: Tik... Tok... Tik... Tok...

Being present on social media is nothing new for hotels. Facebook, Instagram, and YouTube have been must-haves for many years, and LinkedIn has proven to be the right platform for targeting your corporate clientele. Now, it's time to fully embrace TikTok (in addition to other platforms).

Misconception #1: "TikTok is only for teenagers."

"Know that 55% of the TikTok community worldwide are users over 25 years old (Statista 2023)." Yes, really!

Misconception #2: "Teenagers are not our target at all."

They are indeed influencers, trendsetters, and your future customers... Ignoring them would be a big mistake ;)

Misconception #3: "It's good for Asians and Americans."

They could certainly be part of your clientele. But in addition, in Europe, the platform has exceeded 100 million users since September 2020.

So, are we going? TikTok is about short, vertical, immersive mobile videos with background music. Be authentic and creative. Hire a community manager if you don't have one yet.

77% of users say that TikTok has inspired a destination or a travel-related product purchase. And in travel? "jai-un-pote-dans-la.com" in an article titled "Has the TikTok app become the 'New Backpacker's Guide'?". The hashtag #TravelFood has 277,900,000 views. 75% of TikTok users say that traveling is important to them.

49% of users booked a trip after being inspired by content on TikTok. Users find travel content entertaining and creative. 74% of purchases were unplanned.

4. Travel Influencers: Still a Good Idea

Far from being outdated, marketing your hotel through influencer marketing continues to prove its worth in 2023. According to Hubspot, 9 out of 10 marketing managers consider influencer marketing to be effective, and 8 out of 10 consumers have made a purchase following an influencer's recommendation.

Influencers are primarily seen as experts in their chosen field and opinion leaders. They are also experts in social media digital marketing. They know how to maintain their community, what will work for them, and can advise you accordingly.

You can contact them directly or go through an agency. There are several types of influencers (for various budgets): nano-influencers (less than 10K followers), micro-influencers (more than 10K followers), macro-influencers (more than 100K followers), and celebrities (more than 500K followers). It may be better to run multiple campaigns with influencers from the first two categories, with highly targeted communities, rather than betting everything on a celebrity who may only grant you a single story at a high price.

5. Content Marketing to Attract and Convert

Content marketing is known to be one of the most powerful ways to generate traffic to a website. Lifestyle articles targeting leisure customers or dedicated to corporate customers aim to rank your site on search engines and drive qualified traffic. This contributes to what is called SEO (Search Engine Optimization, or organic ranking).

This is a crucial investment because, in the long term, it will be free while remaining effective (unlike Google Ads, which stop working when you stop paying).

For example, you can host a blog on your site that talks about tourist activities and monuments located in the direct vicinity of the hotel. Thus, internet users who are researching activities or monuments in question can land on your website and look for other information such as accommodation offers, prices, and book directly.

The conversion rate of websites doing content marketing is nearly 6 times higher than for companies not doing content marketing.

6. Loyalty Programs: The Best Asset for Direct Booking

What interest would your customers who are members of a loyalty program have in booking anywhere other than directly? None, otherwise they would not benefit from the advantages you offer.

Acquiring a new customer costs 6 to 7 times more than retaining an existing customer. You've got it, loyal customers represent the most interesting clientele for your establishment. According to a Phocuswright/Kolibris Labs study, 75% of bookings made via a hotel's website come from members of the loyalty program.

7. Embracing Voice Search and Chatbots

Voice search is projected to be the fastest-growing search mode in 2023. For nearly five years, the option to search for hotels on Google via voice command has been available. Thus, if your Google Hotel Ads account is set up, you'll be prioritized in searches. Otherwise, as Tess Mattisson, Senior Director of European Marketing at Choice Hotels, puts it, "Customers will look elsewhere, to those who do it." That is, directly on OTAs or with competitors.

Voice assistants, whether it's "Hey Google," "Siri," or "Alexa," offer rooms in ascending price order for each booking channel.

In practice, "It takes just three minutes to book a hotel by voice," asserts Aude Naveilhan, France's Country Manager for Mirai, a company that offers this technology to its clients. "A traveler who regularly makes reservations at the same establishment will go much faster."

Why voice search?

In the first half of 2022, 50% of people aged 18 to 65 used voice command to conduct searches, among other things (Joint study by La Poste Solutions Business and ADN.ai - 2022).

From the perspective of internet users, it's quick, convenient, and fun. So, in 2023, add to your to-do list the optimization of your website and your booking engine for voice search.

What about chatbots?

Available 24/7, they help increase direct bookings, are multilingual, and perform upselling and cross-selling tasks through personalized suggestions. As true virtual assistants, some chatbots are capable of responding to 80% of travelers' queries.

• Artificial Intelligence (AI) and Machine Learning (ML)

Big data is the power of algorithms created by humans and through machine learning. The analysis of big data allows us to identify potential customer desires with an increasingly impressive precision. This makes it an undeniable driver of reservations and additional as well as cross-sales.

To gain efficiency, it's recommended to prefer suites of tools or platforms that have already developed numerous integrations and incorporate all these technologies, rather than contracting with various tools on either side. The customer relationship includes profiling customers, scoring them, centralizing messages sent via various communication channels, email automation, and more.

The more hotels want to advance in personalizing features, the more they need to collect quality business data and effective tools that facilitate their task. These integrate with the majority of Property Management Systems (PMS), customer experience management tools, and current communication tools like chatbots. This is what Big Data is all about.

The data collected in volume by your tools are sorted and transformed into an analysis table, giving you the opportunity to make strategic structural and sales decisions.

What are your strengths and weaknesses? Which processes or services need to be rethought or valued? What will be the right price, for which type of client, on which platform, and at what time?

1. Exploitation of Big Data: By connecting the CRM to your PMS and your booking engine, you can leverage Big Data to segment your clientele. This allows understanding trends, preferences, and customer behavior, which is essential for developing effective sales strategies.
2. Revenue Prediction: The collected and analyzed data can be used to predict revenue trends. This allows planning in advance and maximizing profits.
3. Personalized Marketing Campaigns: By using the collected information, you can create personalized marketing campaigns and advertisements that are more likely to resonate with your target clientele, thus improving the effectiveness of your marketing efforts.
4. Automation of Repetitive Marketing Tasks: Automation can be used to perform repetitive marketing tasks, such as sending emails, notifications, and messages via WhatsApp or other social networks. This saves time and effort that can be reinvested in other aspects of hotel management.
5. Maximizing Customer Experience: By focusing on personalization and using automation to improve efficiency, you can significantly enhance the customer experience. A good customer experience can lead to higher retention rates, positive recommendations, and ultimately, an increase in revenue.

In Conclusion, to stay competitive in 2023-2024, you must be able to tailor your offerings to meet customer expectations, while staying true to your positioning. This doesn't mean you need to question everything or make extravagant investments, but rather, you should demonstrate creativity and highlight the right ingredients. Don't just define yourself by what you sell, but tell the story/experience that your customers will become a part of.

Ensure your strategies encompass all aspects of your hotel and don't underestimate yourself. Your adaptability is substantial. The digitization of the customer journey and the integration of technological innovations are essential responses in 2023 to stay current and continue to convince customers.

This may require some adjustments from you, but if you make changes in a methodical and gradual way, everything will naturally fall into place. So, we wish you a bold and successful 2023!

THEIR STAYS ARE UNIQUE,

MAKE THEM MEMORABLE

I am Bruno Lesurque, the CEO of LB Aresia, a Glamping consultancy and management firm in Phuket, Thailand. I have over 20 years of experience in the hotel industry, specifically in resorts, i.e.leisure hotels. Everything trendy and lifestyle is our specialty. And I am currently based in Thailand.

Like any competitor, I love reading market studies and always keeping myself informed about the latest hotel trends and sharing them in the form of articles on LinkedIn. My company, LB Aresia, publishes a lot of them. Trends can come from anywhere - Europe, America, Asia.

Right now, the biggest trend is Glamping, and it's a good thing we are specialists in that in the country of Thailand. Let’s Connect !