#Trending This Week - Airport Lounges, Camping, Hospitality Innovation, Zero Waste, And Personalization
Issue 178 • February 20, 2024
What are you doing this week to make sure your travel or hospitality business is staying on trend? It’s not enough anymore to just do the basics. If you want media attention, you need to think outside the box and create moments that are buzzworthy.
Here’s a quick look at #Trending topics around the globe. For starters, airport lounges are having a moment as airlines and other businesses look to revamp the experience for travelers waiting to fly. Believe it or not, the camping craze which began during COVID shows absolutely no signs of slowing down. Perhaps this is something to adopt for your property to bring a bit of the great outdoors experience to guests? Now that hotels are back on track with staffing and business, it’s time to focus on innovation once again and how services, amenities, and spaces will appeal to the biggest generation of travelers yet. One hotel bar has taken upcycling and zero waste to new heights and the result is a really cool hangout people want to try simply because its good for the environment and the offerings are quite good. And a new study shows that people will pay more for and enjoy greater satisfaction when experiencing personalized services. Do you offer any? Maybe it’s time to rethink that. Check it all out in our two-minute read below.
Airport Lounges Are Having A Moment
It seems as if we are in the midst of an airport lounge renaissance. Last year, the media was abuzz with the new Air France lounges and the fact that you can get a facial while you wait for a flight. Now American Express has just opened an exclusive Centurion Lounge in Atlanta with one-of-a-kind amenities including several outdoor terraces and a high-end whiskey bar. And there are a host of other super-exclusive lounges for travelers with an elevated cash or points budget. For those of us who may not be able to afford the fancy access, airports are also trying to make the pre-boarding time more enjoyable, as is evidenced by a new Silent Disco offering at SFO. Read more in Condé Nast Traveler here and here.
Camping Is Still Hot Post-COVID
As it turns out, Americans really do like camping. Sure, during lockdown when people couldn’t travel or were reluctant to be in closed spaces, camping surged, but now the number of Americans who camp has grown by 20 million people since 2021. This could explain the growth in glamping sites as well as the interest in camping style experiences at regular hotels and resorts. And campgrounds have upped the ante, as campers can expect to find Wi-Fi, pickleball courts, kayaks, and bicycles as added amenities at plenty of campgrounds in 2024. Read more in Thrillist here.
The Future Of Hospitality Demands Innovation
Hospitality leaders are planning for the future now that the ship seems to have been put back on course following the disastrous turn of events from COVID. Hoteliers are now tasked with finding innovative ways to maintain efficiency during what feels like a return to normal and also connect more effectively with the next generation of travelers to keep hotels from becoming “dull and boring.” Reinvigorating hospitality, innovating and connecting to the largest body of travelers that don't really have a brand they're connected to, and using AI to become more connected and smarter, but also not losing the human factor of hospitality are all key priorities. Read more in Hotel News Now here.
How One Hotel Bar Focuses On Zero Waste
Sustainability, upcycling, and zero waste are all keywords for doing business moving forward, but many brands are unsure how to adopt practices for themselves. Telu at the Four Seasons Resort Bali at Jimbaran Bay is made entirely from upcycled materials left over from previous renovations. The menus are made from 100% recycled paper and imprinted with tiny seeds. If planted and watered, flowers will grow. The venue’s dedication to sustainability carries through to the cocktail menu, with the vast majority of each drink’s ingredients locally sourced. Read more in Travel Weekly here.
Consumers Will Spend More On Personalized Services
A recent study by Medallia has found 61% of consumers are willing to spend more for personalized experiences. Unfortunately, just 23% of consumers report actually experiencing high levels of personalization after recent hotel stays. Customers who rate the level of personalization they received as a 9 or 10 on a scale of 0-10, with 10 being the most personalized, are far more likely to also rate their overall satisfaction as very high. Those who do not perceive their experience as being personalized report lower satisfaction ratings. Read more in Hotel Business here.
If you are working in the travel and hospitality industry, you have to keep on top of consumer buying trends in order to make sure your hotel, resort, restaurant, tour, or destination is meeting the needs of what today’s travelers seek. It’s no longer just enough to operate a hotel with modern, clean rooms and a good restaurant. Today’s consumers expect MUCH more. Savvy marketers need to create and promote amenities which are ahead of the curve for what people seek. It is our aim at JC Communications to help you learn the latest trends in travel behaviors so you can adapt them, adopt them, promote them, and, most importantly of all, DRIVE REVENUE. For assistance on promoting your business to the media leveraging what is trending in pop culture, learn more here.