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Technology
A new kind of traveller
People have changed their habits drastically over the past few years, from how they go to work and school, to how they shop and socialise. While some behaviours from this period will eventually fade away as the situation improves, Covid-19 has made an indelible mark on
everyday life, and this includes travel, according to the American Hotel & Lodging Association’s 2022 state of the industry report.
M
oving forward, the hotel industry will undoubtedly be impacted by the ways in which consumer behaviour and engagement
have fundamentally changed over the past few years. Instead of focusing primarily on price and quality in making purchasing decisions, these new travellers are motivated by factors such as health and safety, ease and convenience, care, trust and reputation. In fact, 44% of US consumers say the pandemic caused them to rethink their personal purpose and re-evaluate what is important in life, according to recent research by Accenture. The same study reveals that 49% want companies to understand how their needs change during disruptions and address these needs. What’s more, 38% of people expect brands to take more responsibility for motivating them and making them feel relevant, rather than just doing their business. When it comes specifically to hotels, new travellers place a premium on safe and sanitary environments, flexible and no-penalty booking policies, convenient customer service, sustainable products and a positive social impact. Many say they are willing to pay extra for these options and switch to a different travel provider (hotels, airlines, travel agencies and OTAs) if needed. In fact, 45% of consumers say that they are considering moving away from the travel provider
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they use, either completely or in part, over the next six months to a year.
Rise of the new leisure traveller Leisure travellers with these new motivations will be a significant force driving travel demand in 2022 – a marked shift that began in 2021 – after years of business travel being the staple of the global travel industry. With corporate travel policies still in flux, leisure travel will continue to recover faster in 2022, driving the hotel demand landscape. According to analysis by Kalibri Labs, throughout 2022 leisure hotel spend will return to 2019 levels, but business travel will struggle to reach 80% of 2019 levels. This means the share of hotel spend by type of travel will continue to be inverted from pre-pandemic levels; in 2019 commercial travel made up 52.5% of industry room revenue and in 2022, it is projected to represent 43.6% now. In fact, projections are that the summer of 2022 will be one of the strongest ever for leisure travel. Many hotel business models have been primarily
focused on business customer needs, such as on-site dining, laundry services, exercise facilities and business centres. The amenities that leisure travellers expect, such as spas, pools and easy transportation
Hotel Management International /
www.hmi-online.com
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