Our blog post, “When sh*t happens, shift happens”, says it all. Due to the COVID-19 pandemic, people’s needs and wants have fundamentally shifted, which has in turn ushered in a wave of trends. At MAp, we believe that your people should always be at the centre of what it is you do, so success will ultimately hinge on how hotels respond to the key trends poised to shape the year ahead.
We’ve taken the time to monitor the market’s new developments and pick the most important ones. Without further ado, MAp presents our top hotel concept trends to watch for in 2021:
Hotel Concept Trend #1: Regenerative Travel
You’ve heard of sustainable travel, but have you heard of regenerative travel? The principle of regeneration goes one step further than sustainability, which aims toward neutral impact, to reverse and repair the damage to our environment and local communities. It’s no longer about minimising impact, but taking critical actions to heal the earth and its people, or as the New York Times puts it simply: “leaving a place better than you found it.” For hotels, regenerative measures include providing guests with opportunities to partake in restoration projects or funding educational initiatives.
Regenerative values are emerging as the future of travel, as COVID-19 has forced travellers to reflect on the basic notions of why and how we travel, creating a paradigm shift in the industry and a demand toward making net-positive contributions to all stakeholders. And travel as a force for good is needed now more than ever, as destinations heavily reliant on tourism have been decimated by the pandemic, creating an acute need to rebuild impacted communities.
Considerations for your hotel concept:
According to Regenerative Travel, the following principles should guide hotels in developing hotel concepts that are truly regenerative.
- Incorporate whole systems thinking. Consider all stakeholders and elements, such as the physical land, in your decision-making, taking into account potential ramifications.
- Honour the sense of place. Weave the local community – its culture, practices, history, heritage, etc. – into every aspect of the guest experience.
- Partner with and include the local community. Bring in the diverse expertise and intimate knowledge of community members when planning, constructing and operating your hotel.
- Have a purpose. At MAp, we believe purpose is key! Determine what your purpose is, and from that create an aspirational vision and mission that inspires your guests.
Inspiration: Fogo Island Inn
Hotel Concept Trend #2: Remote Working
If there’s anything we’ve learned from the pandemic, it’s that remote working is here to stay. And while some will opt to #workfromhome, others will opt to #workfromhotel, taking their work on the road with them as they set out to explore the world. Hotels, therefore, should be well-positioned to support this mobile and global workforce – and that means going beyond the lobby-as-co-working space model.
Instead, hotels should strive to understand what it is this segment wants and needs – and deliver! Remote workers have extremely high standards when it comes to their ability to do their jobs, so be focused on creating private and productive working environments, upgrading your tech capabilities and giving guests the amenities they need be at their best – on and off the clock.
Considerations for your hotel concept:
- Build a community. Provide opportunities for remote workers to connect with, learn from and support each other.
- Be functional and flexible. No one works the same way, so make your rooms work-friendly and flexible (that’s right – put those desks on wheels!).
- Strike a balance between work and pleasure. Give remote workers what they need to be productive, but also what they want when it comes to unwinding after a long day “at the office.”
- Don’t forget the locals. Cater to local workers looking for a change-of-scenery from their home offices.
Inspiration: gravity haus
Hotel Concept Trend #3: Value
Times are tough and budgets are limited. And this has led to the resurgence of the “value traveller” – not to be confused with the “budget traveller,” often associated with the term cheap.
Value travellers are looking to stretch their money as far as possible. While they are cost-conscious, they are willing to spend where their priorities lie. But what they’re not willing to do? Sacrifice quality or comfort. They are well-travelled and have just as high of standards as the next guy.
Value travellers seek out transparency on cancellation and refund policies, free breakfasts, activities at little to no extra charge. But also comfy beds, room service, luxe amenities. For this segment, it’s about finding the right balance.
Considerations for your hotel concept:
- Throw in freebies. Everyone appreciates a good freebie!
- Determine amenity must-haves. Figure out and incorporate those amenities that matter most for your target audience.
- Create a loyalty programme. Reward return guests with extra – and free – perks.
- Sell hotel packages. Combine accommodation, transport and activities into one attractive rate.
Inspiration: 25hours Hotels
Hotel Concept Trend #4: Privacy + Seclusion
The year 2020 proved that privacy is the new luxury. As we’ve seen, private forms of accommodation have surged during the pandemic. Travellers are seeking out more remote, secluded and off-grid destinations, away from the crowds and nestled in nature – that’s what people crave after all this time spent indoors! And on top of that, they’re travelling in small groups or with family members (expect a swell in multigenerational travel), therefore opting for villas, cabins or holidays homes that are more spacious, accommodating – and you guessed it - private.
This trend has been a boon for Airbnb and Vrbo, but not for traditional hotels that simply can’t offer the same levels of privacy. However, hotels that cater to this new mindset will reap the rewards of more reservations.
Considerations for your hotel concept:
- Weave in nature. Wherever possible, provide opportunities to soak up surrounding nature through guided hikes and the like.
- Consider the destination. For any future hotel projects, the rule of thumb is: the more secluded, the better.
- Provide luxury services. Think airport pickups, dedicated butlers and private chefs.
- Rethink the hotel room. Switch up the standard by introducing private villas or even tents.
Inspiration: Casa de Campo
Hotel Concept Trend #5: Slow + Purposeful Travel
As a purpose-driven boutique consultancy, this is a trend we’re excited about!
After a year of sitting inside, it seems that travellers have acquired a taste for a slower pace. That’s where the concept of “slow travel” comes in. Slow travel aims to give travellers a rich understanding of life in a destination through interactions with locals and immersive experiences. We expect to see travellers spend more time discovering a destination and visiting fewer places during a single trip - while enjoying more experiences, culture and traditions.
And this goes hand-in-hand with “purposeful travel,” or the idea of travelling more responsibly and with purpose. It’s intentional and immersive, conscious and connected —with yourself, the destination, and the greater world.
Considerations for your hotel concept:
- Connect to place. As stated above, incorporate the destination into all aspects of your hotel – from the design, to the food, to the services, and beyond.
- Create immersive experiences. Give guests the opportunity to immerse themselves with and learn about local people, culture and heritage, and history.
- Take it slow. Focus on creating a relaxing retreat where guests can unwind.
- Be more purposeful. Determine your own “why” that drives you. As we at MAp like to say: “You first have to stand for something, before you can stand out for something.”
Inspiration: Nihi Sumba
Conclusion
That’s a wrap on MAp’s top hotel concept trends for 2021! While the hospitality industry has been forever changed (and as evolution tells us: when something changes, it’s usually for the better), we can agree that it has to evolve and reinvent itself in order to take advantage of the opportunities and cope with the challenges it faces. Ever the unshakable optimists, we believe the industry will come out on top!
#onwards
Photo Credits: Fogo Island Inn, gravity haus, 25hours Hotel, Casa de Campo, Nihi Sumba
ke time for prosecco