Technology applied to sustainability, hyper-personalization, experiential travel and social networks, tourism trends of 2024

With 2023 ending as a year of tourism recovery, the hospitality industry of 2024 is facing a situation where the actors that started to notice a few years ago are consolidating themselves as protagonists. Les Roches, the tourism and hotel training university, points to the main trends of the industry for the next year and is characterized by the strong presence of technology as a driver of innovation. To Carlos Díaz de la Lastra, CEO of Les Roches: „2024 will not only see the evolution of hospitality, but also a major shift in the way the sector connects with its guests and the rest of the world.”

Technology as the main axis

In the new Covid era, customers' expectations and priorities have changed and they now opt for completely personalized, consistent and locally connected experiences. In turn, these new demands in the hotel industry are driven by technology, which is defined as the main axis. From automating services through chatbots and artificial intelligence to hotels using business management systems (BMS) tools to robots that efficiently manage their resources to perform manual tasks like cleaning or transporting luggage.

Carlos Díaz de la Lastra assures: “Advances will not only lead us towards a more digital society, but will also be a path to achieve personalized experiences for the customer and more beneficial for the company and its workers. Technology is the only way to survive and stand out in the tourism industry. At Les Roches, we contribute to enrich it through our students who become leaders of major hotel chains and tourism companies thanks to their impeccable work in response to current and future demands.”

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A benchmark in hospitality training since 1954, Les Roches introduces industry professionals capable of providing excellent customer service thanks to its educational model combining theory and practice in real environments, thanks to your language skills. Soft skillsBusiness skills and in-depth knowledge of industry and latest technologies.

Prioritizing sustainability

In a recent report, travelers have already reflected their concern about making the world a greener place: 79% said they wanted to travel more sustainably in the next 12 months, and 75% said they would look to companies that offer more sustainable options. .

Today's tourists are more aware of the environmental impact that tourism-related activities are creating in recent years. Hotels are using renewable energy, centralized software and BMS to improve operational efficiency and reduce their environmental footprint. The implementation of these intelligent systems contributes to energy efficiency through air conditioning, intelligent lighting or charging points for electric vehicles.

But sustainability is not only the optimal use of environmental resources, but also taking into account the economic and socio-cultural aspects surrounding the environment. Here, for example, respect for the host community or the creation of activities that contribute to the benefit of all tourism agents and improve local employment or reduce poverty by purchasing local products come into play. In this way, hotels comply with the sustainable development principles of the World Tourism Organization.

Hyper-customization to differentiate yourself

In recent years, the sector has made a commitment to further personalize service for the more premium clientele. This optimization, which 71% of customers already demand, is achieved through the use of digital tools such as artificial intelligence, machine learning and big data analytics. Adopting these concepts allows hotels to anticipate and proactively satisfy guests' needs, offering experiences tailored to their tastes and habits.

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Key factors include dynamic pricing strategies, tailored loyalty programs, meal recommendations based on consumption patterns, and tailored services based on your history. The use of mobile devices and the implementation of multi-channel services such as electronic billing, along with the monitoring of social networks, expand the options for the development of fluid communication.

This digital and customer-centric revolution is redefining operations, delivering efficiencies in business strategies and preparing hospitality to deliver unique experiences on a global scale.

Additionally, there is a boom in collaborations between companies looking for innovative approaches. Examples include the Puente Romano Hotel and Nobu Restaurant. Or Hotel Don Pepe and Moët & Chandon, which split the suites to suit different tastes.

Experiential travel based on health and wellness

The trend towards a holistic approach has consolidated and travelers are looking for authentic local experiences, with a significant preference for activities related to wellness, active tourism, immersion in nature and gastronomy. These projects already surpass interest activities usually linked to tourism, such as arts and culture.

The importance of adapting to these emerging trends has become a practical and imperative requirement for hospitality agencies, as over-reliance on specific tourism products may be inefficient, affecting the sustainability of destinations.

In this search for new experiences, other types of health-related tourism are beginning to take hold, such as sports tourism, which finds its peak in golf in Spain, and more specifically, the Costa del Sol, notes. All in all, the world in fields destined for this action.

Les Roches has recently chosen this sector that is in full expansion and directly affects the Spanish economy with more than 5.4 billion euros each year, and has done so with a Master's Diploma in Golf Course Management. Training in business management, club operations, initiation of competitions and design, installation and maintenance of fields.

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But in addition, these experiential trips must be guaranteed from the moment of booking: according to a study by Forbes, tourists under the age of 34 are 130% more likely to book on a hotel's website. A virtual tour. These types of virtual visits are adapted to new needs and create confidence in the destination establishment for travelers before embarking on the journey, increasing the length of stay.

Impact and influence of social networks

Social networks are maintained and reaffirmed as an essential tool for the hotel industry, influencing travel decision-making and transforming interactions with customers. Strategies focus on promoting through platforms like Instagram or Tik Tok, influencing booking decisions and building credibility through genuine reviews created after a good traveler experience. The impact of social networks is evident in the change in the behavior of tourists who value direct relationships with brands.

Tourism companies, for their part, actively use social networks to promote destinations, conduct advertising campaigns, improve customer service, and demonstrate their continuing importance in the hotel industry. Also, in no case can they avoid the ratings and comments received by them, and in many cases they have to decide whether these reviews are consistent with actual experiences and give them appropriate treatment to attract a large number of guests.

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