It is essential for owners and marketers to keep pace with the latest hotel trends, because new technology, shifting social attitudes, demographic changes and emerging economic realities are all fundamentally altering how hotels and their customers do business. The outbreak of COVID has added to this, affecting customer priorities and forcing hotels to adapt. In this article, you can learn more about the very latest hotel industry trends for 2023.

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The Importance of Staying Up-to-Date With Hotel Trends

Keeping up-to-date with the very latest hotel trends is vital for those working in the industry for a number of different reasons, with the most important being the ability to meet customer expectations.

As new trends emerge and as new technology, processes and procedures become commonplace, hotel guests start to anticipate and expect these things and they can find it jarring if those expectations are not met. At the same time, hotels that do not keep pace with emerging trends can easily look out of touch, or like they have been left behind.

More importantly, however, failure to stay familiar with hotel trends and embrace them can provide rival properties with an unnecessary and significant competitive advantage. Guests value the customer experience above almost all else and they will usually be more than happy to look elsewhere if you do not meet their requirements.

Understanding the Factors Driving the Main Hotel Trends

Trends can be defined as generalised changes in behaviour, or the emergence and growth of new methods, approaches, or ways of doing things. Within the hotel industry, there are many different trends to be aware of and these hotel trends are driven by a number of key factors, including the following:

Emerging Technology

Technology is a key driver of trends in most industries and hotel trends are influenced by technology in this way too. For instance, voice control and voice search are helping to revolutionise the customer experience, while artificial intelligence is helping to improve personalisation and the quality of customer support.

Lifestyle Changes

Another major factor influencing hotel trends is broad lifestyle changes that have been seen across the world. In general, people are more aware of climate change and the role that human behaviour is having, and this has led to greater demand for eco-friendly travel, sustainable food, and local rather than international tourism.


The COVID-19 pandemic and associated restrictions introduced a variety of major hotel trends, especially in the areas of health, safety and hygiene. On top of this, the pandemic accelerated the adoption of contactless payment methods, including mobile wallets, while COVID also saw many hotels attract more local guests.

18 General Hotel Trends & Specific COVID Related Trends

Hotel industry trends can be separated into two categories: general hotel trends, which are relevant at all times and which you will need to continually monitor, as well as specific COVID -related trends, which have emerged as a direct consequence of the coronavirus global pandemic and its effects on both the travel industry and hotel management.

7 New Hotel Trends Due to COVID

The following hotel trends are all specifically linked to the threat of COVID and have come about as a result of its various effects on the hotel industry and on travel as a whole.

1. Emphasis on Safety and Hygiene

The threat of coronavirus has forced hotels to place a much greater emphasis on both safety and hygiene measures. While these things have always been important, they are now the basis by which many customers will make their booking decisions, because hotel guests are keen to minimise any unnecessary risks associated with travelling.

New hygiene and safety measures need to be implemented, meaning increased cleaning, the provision of hand gel and, in some cases, requirements for mask-wearing in shared spaces. These steps also need to form a key part of your hotel marketing, so that customers are aware of your efforts and so that guests feel safe during their stay.

Please check out “Tips to Highlight Safety in Marketing & Guest Communication” for more further details.

2. Demand for Contactless Payments

Contactless payment is an example of a hotel technology that has been around for a while, but which has gained extra significance against the backdrop of the coronavirus pandemic. This is because contactless payments limit the number of surfaces customers need to touch, protecting them and helping to keep your employees safe at the same time.

In addition to health and safety benefits, contactless payments offer convenience, allowing customers to make payments more easily and much quicker. Offering customers the ability to make contactless payments in as many areas of your hotel as possible can also be an effective way to enhance your cross-selling efforts too.

Video: How Contactless Payment Works


Read our “Tips for Contactless Payments Within Hospitality” post for more information on this topic.

3. Food & Beverage Home Deliveries

The COVID pandemic has accelerated the existing trend of people gradually moving away from going to restaurants and instead ordering home deliveries more frequently. One of the more interesting hotel trends has involved utilising this information to make extra income by offering food and beverage delivery services too.

Some hotels are competing with even the very best restaurants by focusing on providing experience along with their food and beverage deliveries. Examples of this include providing a scannable QR code connected with a romantic Spotify playlist, or offering freebies, like candles or complimentary menu items.

Customers are also increasingly concerned with sustainability, so it can be a good idea to utilise eco-friendly packaging wherever possible and avoid adding any unnecessary single-use, disposable plastic items.

4. The Deployment of Hotel Chatbots

Chatbots are another of the major hotel industry trends to be aware of and they can be especially useful within the context of the coronavirus outbreak, where staff may be absent due to requirements to self-isolate, and where office hours may be restricted or reduced, in order to ensure employees are kept safe.

One of the best things about chatbots is their 24/7 availability. They can be used to increase direct bookings, provide automated support through the booking journey and they will be able to interact with customers swiftly, in multiple different languages. Chatbots can also assist with upselling, cross-selling and follow up efforts too.

Video: Chatbot for Hotels

To find out more, take a look at the “10 Reasons Why Every Hotel Needs a Hotel Chatbot” article.

5. Increased Use of Hotel Robots

The growth in the use of robots ranks among the most fascinating hotel trends, with different companies using robotics for different purposes. Some hotels have deployed robots in concierge roles, where they welcome guests and provide important information, or where they can serve as the first point of contact for customer service purposes.

Yet, other hotels have gone further, using robots to provide room service, carry luggage, or assist with cooking food. With COVID firmly in people’s minds, robots can also be used to reduce customer-to-staff contact and for housekeeping purposes, helping to clean rooms, kill germs and generally boost hygiene levels.

Video: Alibaba’s ‘Future Hotel’ Uses Robots


Read “An Overview of Different Robots Used in Hotels” and “8 Examples of Robots Being Used in the Hotel Industry” for further details on the ways hotels are using robots.

6. More Widespread Use of Voice Control

Another hotel trend that can be used to reduce customer contact with surfaces is the adoption of more voice control technology. This technology can be used within hotel rooms, for example, in order to control everything from the room temperature to the channel on the television.

Voice control has the added benefit of helping to improve the customer experience through convenience. Smart speakers or voice-controlled hubs can potentially be used by customers to access information from the internet or contact the front desk. You can also promote the use of voice control technology in your marketing content.

Video: Example Voice Control Within a Hotel


To learn more, read the “How Can Voice Control Benefit the Hospitality Industry?” post.

7. Implementation of Virtual Reality

When it comes to technology solutions that have grown as a result of COVID, virtual reality must also be discussed. This allows users to experience a realistic digital version of a real-world location, and this can be crucial for convincing customers to complete a booking, especially if they are feeling hesitant due to the pandemic.

Virtual reality tours can also be vital for generating bookings for weddings and business events, because these tours allow customers to experience the facilities without needing to travel to see them in person. Tourists can also potentially experience nearby tourist attractions, national parks, and hotel rooms. Modern VR tours can usually be carried out through a web browser, while the experience can be improved further if a VR headset is used.

Example: Atlantis Dubai Virtual Hotel Tour

Read “6 Reasons Why Every Hotel Should Have a Virtual Reality Video” and “How Virtual Reality (VR) can Enrich the Hotel Industry” for more additional VR insights.

11 Upcoming General Hotel Trends

Some hotel trends may come and go, while others become permanent fixtures. It’s vital to stay on top of industry trends in order to reap the benefits of early adoption. Here are nine hotel industry trends that are set to become increasingly relevant in the immediate future.

1. Mobile Check-In Technology

Mobile check-in technology allows guests to benefit from a key-less entry method, removing the need to wait around at reception and obtain a physical key or key card. Instead, using a mobile app, contactless check-in is available and hotels can send users a unique entry code, which will allow them to gain access to the property and even their room.

This can help to streamline the check-in process and allow for more seamless arrivals and departures. As the check-in technology requires guests to download the hotel app, this can also be used to deliver important customer information or even promotional messages, allowing your hotel to easily up-sell or cross-sell too.

A further benefit of mobile check-in technology is the absence of physical keys, which avoids situations where they are lost, damaged or stolen. Instead, everything related to room entry will be controlled via a smartphone.

Video: Example Mobile Check-In


Read “Mobile Check-In App for Hotels: What Are The Benefits?” to learn more about Mobile Check-In Technology.

2. Capitalise Fully on Voice Search

Voice search is one of the biggest emerging trends within the travel industry in general. The rise of smartphone assistants like Siri and Alexa, and the growth of the smart speaker market, have both helped to increase the number of voice searches being carried out. This has then shifted customer expectations as a result.

Now, customers want the ability to book a hotel room using their voice alone. For this reason, it is important that both your website and your booking engine are optimised to allow these bookings to occur. Failing to provide this option can result in other hotels taking guests who may otherwise have booked with you.

Video: Example How to Book a Room With Voice Search


Read “Voice Search: How the Hospitality Industry Can Benefit From It!” to learn more about Mobile Check-In Technology.

3. Smart Hotels

Smart hotels are hotels that incorporate the Internet of Things (IoT) into their operation, using smart devices and systems to streamline the day-to-day running of the hotel, make things more efficient and improve guests’ experience. A smart hotel might use internet-enabled HVAC systems to fine-tune the temperature and ventilation in each room for maximum comfort and minimum energy waste. Smart hotels may also allow guests to use technology such as phone apps or voice control to operate heating and cooling, lighting and entertainment systems more easily. As more and more people make use of smart technology in their homes, smart hotel rooms are likely to see higher demand.

Video: Smart Hotel

You can read more detailed information and examples about how smart hotel rooms can benefit your hotel in the articles “Smart Hotel Room; What Are the Benefits for Hotel Owners and Guests” and “7 Ways to Transform a Hotel Room Into a Smart Room”.

4. Sustainability

Sustainability has become one of the more popular hotel management trends in recent years, as today’s environmentally conscious customers demand choices that are in line with their personal ethics. At the minimum, modern consumers often require that their hotels be as energy-efficient as possible. Increasingly, however, consumers are searching for hotels where eco-friendly planning is a core feature. From ecologically friendly construction materials to passive heating or cooling and renewable energy sources, the eco-hotel trend looks set to be with us for a long time. Fortunately, this trend is good for hotels too — eco-friendly initiatives often mean lower running costs in the long term.

Video: 10 Eco Sustainability Hotels


5. Personalisation

Customers don’t like to feel that they’re just another anonymous statistic on a hotel’s balance sheet. Greater personalisation in a hotel’s marketing makes consumers feel valued. It’s also more effective, targeting individuals with the precise offers that are likely to be most interesting. Personalised marketing can be directed towards specific users — for example, a guest who had previously spent their summer break at a hotel can be contacted the following year to suggest they book another stay — or it can be aimed at consumers who fit a certain profile and meet a particular set of conditions.

Video: Personalisation by Nicole Martin


You can read more detailed information and examples of personalisation in the article “5 Ways Personalisation Marketing Can Benefit the Hospitality Industry”.

6. Artificial Intelligence (AI)

Artificial intelligence is one of the most important hotel industry trends right now, transforming the sector in subtle but important ways. More and more businesses are using AI to handle some of their customer services, with simple but powerful chatbots providing support, fielding queries and even taking care of the entire booking process. Combined with machine learning, these bots can be very effective in improving customer experience. Other applications of AI include data analysis, making sense of information about customers and formulating marketing strategies. AI can deal effectively with large amounts of data that would overwhelm human analysts.

Video: The Impact of AI on improving hotel booking rates


Find more detailed information and examples of artificial intelligence use cases in the hotel industry in the article “How to use Artificial Intelligence in the Hotel Industry”.

7. Leisure Travel by Millennials

The under-40s tend to be a fairly frugal demographic with a work hard, play hard approach to life. These traits have driven one of the most talked-about hotel industry trends to date: so-called bleisure (business/leisure) travel. Combining business and work with leisure travel, bleisure travel represents the best of both worlds. Whether they’re extending a work trip to take advantage of the possibilities offered by a destination or just squeezing in a little sightseeing before or after work, Millennials are finding savvy ways to explore the world without taking time off work. Online work makes bleisure travel even more popular.

Video: The State of Business Travel — Bleisure Benefits


Find more detailed information about “Bleisure Travel” in the articles “What is Bleisure Travel?” and “Bleisure: Tips for Hotels to Attract More Bleisure Travellers”.

8. Healthy Food & Drinks

Modern travellers are increasingly health-conscious. A trip for work or leisure is no longer treated as an excuse to ditch healthy eating habits. Instead, today’s consumers are looking to hotels to provide healthy food and drink options. This is often combined with another of the top hotel industry trends today: local cuisine. Locally sourced produce is very popular with consumers today, as are regional recipes; this can often make for culinary experiences that are both healthy and very enjoyable for your guests. A healthy drinks menu should include sophisticated non-alcoholic options, as these are increasingly in demand.

Video: Organic Holiday in Italy


9. Augmented Reality (AR)

Augmented reality (AR) is a close cousin to virtual reality. Where virtual reality replaces the real world with audio and visual input to create an immersive experience, augmented reality simply adds virtual elements to the real world. This could mean, for example, a smartphone app that displays listings, opening times and other information over the business or attraction that a visitor is looking at. Hotels can use AR to provide interactive maps and information about services such as spas, gyms, restaurants etc. Hotels are also using AR games to make their guests’ visits more enjoyable and memorable.

Video: Example Augmented Reality Within the Hotel Industry


Find more detailed information and examples about how augmented reality can benefit your hotel in the article “How Augmented Reality is Transforming the Hotel Industry”.

10. Staff & Labour Shortages

Another of the major hotel trends that managers and recruiters need to be aware of in the years to come relates to staff and labour shortages. In particular, as technology continues to evolve, and as customer expectations continue to grow, there is likely to be a limited supply of labour with the necessary skills to navigate this new reality.

For hoteliers, there are two main options here. The first is to invest in training and coaching so that existing staff can up-skill to the required level. The alternative, of course, is to try to make their hotel more appealing for workers, in order to attract talent from other hotels, or attract those with the right skills from outside of the hotel industry.

11. Hotels Enter the Metaverse

The rise of the metaverse is one of the most interesting and exciting hotel trends to engage with because it offers so much potential. Whether it is offering virtual spaces to guests, enhancing the real-world through augmented reality, selling NFT content, or promoting your hotel through virtual reality, there are many options to explore.

When guests are provided with opportunities to interact within virtual spaces offered by a hotel, it opens up the possibility of holding business meetings that are more engaging and personal, even if participants are physically located in different places. Offering metaverse options also allows hotels to promote themselves as metaverse hotels, which is likely to appeal to the more technology-focused customer, who wants to experience the latest innovations.

For more information about the metaverse and hotels, read “How Can the Hotel Industry Take Advantage of the Metaverse?

What Are the Top Marketing-Related Hotel Trends?

Within the wider category of hotel trends, there are a number of marketing trends that people need to be aware of. These include an increased focus on personalisation, the rise of voice search, a general shift towards influencer marketing and content marketing, and the growth of chatbots.

You can explore hotel trends related to marketing in more detail, complete with explanations for why they are important by reading the “Hotel Marketing; The Latest Trends in the Hotel Industry” article.

What Are the Top Technology-Related Hotel Trends?

Almost all hotels have now adopted contactless payment processing, and the Internet of Things (IoT) is ensuring that more and more properties can be considered ‘smart hotels’. In the years ahead, some other emerging hotel trends are going to include robotics and virtual reality, while everyone will need to focus on cyber security.

You can read about some of the major hotel trends in the area of technology and explore precisely why these trends are disrupting the industry in the “Hotel Technology Trends: Upcoming Innovations You Must Know” article.

Learn About Hotel Trends Through a Hotel Course

A great way to learn about the biggest hotel trends, while also furthering your own career prospects, is to complete a high-quality hotel course. The different courses available focus on topics like management, marketing, finance, and more, and many of these courses will provide you with valuable qualifications.

To explore the topic of hotel courses further and learn about some of the main educators that actually deliver these courses, you can read the “Hotel Course: A List of Courses & Hotel Educators” article.

Hotel Job Boards and Employment Hotel Trends

Once you have built up an understanding of hotel trends, you can use this knowledge to assist you in finding a job in the industry. There are a number of different channels you can explore here, with hotel job boards being the main one. However, you can also find job vacancies on hotel websites and using social media.

To see a list of some of the biggest hotel job boards to utilise for your job search and learn about some of the other channels to check out, read “The Best Hotel Job Boards to Boost Your Career”.

Some hotel industry trends can seem baffling or intimidating at first. In many cases, though, they’re actually very accessible and can be implemented without major changes in the way your business operates. Adopting the latest hotel industry trends is the best way to ensure that your hotel remains competitive in a changing world.

Want to Learn More About Trends in Related Industries?

It is essential to be aware of all the upcoming trends in the hospitality & tourism-related industries. While some trends can affect multiple industries, some are specific to the industry. You can learn more about trends within different industries in the following articles.

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