2020 was a year filled with challenges that tested people and industries around the world and required adaptability and agility for continued success. It was a year of reset for the hospitality industry and required innovation and quick thinking to adapt to a new demand environment. Let’s look at a few trends that emerged in the last year and how they are continuing to grow and take shape:
Enhanced Hygiene and Safety
Health and safety have always played an integral role in the hospitality industry but Covid-19 has fundamentally changed the way that we live and in turn has highlighted just how important hygiene and safety really are. Providing guests with experiences that utilise enhanced hygiene and safety measures is now more important than ever and is becoming a key element of the overall guest experience. Offering hand sanitisers in-room and in communal spaces, providing protective masks or visors, as well as sharing clear signage across hotels in which hygiene and safety are being promoted, has now become the norm and is expected by guests. In response to Covid-19, Wyndham Hotels & Resorts launched the Count on Us hygiene initiative which includes a range of health and safety protocols, robust training and access to trusted suppliers and top-of-the-range disinfectants to promote safety and rebuild guest confidence. It is an on-going initiative that allows us to safely welcome back guests for memorable stays at Wyndham Hotels & Resorts across Europe, Middle East, Eurasia and Africa.
Technological Advancements
The adaptation and integration of technology has been catapulted over the course of the last year. Technology features that may once have been considered an add-on or extra, have now become necessity as the demand for low-contact guest experiences continues to grow.
From replacing tangible restaurant menus with scannable QR codes to contactless check-in and out, mobile room keys and in-app ordering, the industry made almost every aspect of the hospitality experience accessible through a guest’s mobile phone.
Wyndham Hotels & Resorts recently launched our app which prioritises low-contact, streamlined features such as the ‘Lightning Book’, which allows users to search for and book the nearest Wyndham hotel. Other features include the ‘My App Passport’ which allows users to track and customise their travels as well as the digital room key technology at selected properties.
Technology is continuing to evolve and enhance the overall guest experience.
Reduced Amenities
To provide a safer, more hygienic environment, many hotels removed non-essential items from rooms to limit touch points for guests. For example, Wyndham has removed decorative throw pillows from many of its rooms, while other hotels have removed in-room coffee and tea facilities, notepads, menus and magazines. Removing these items limits clutter and helps to increase the hygiene and safety of guests. As time goes on, hotels will continue to progress their offerings and amenities. Utilising guest surveys and feedback to gauge which amenities should return, or what can be offered as an on-request service will be very beneficial.
Innovative Food and Beverage Offerings
Bars and restaurants are learning to adapt to the new normal of social distancing and minimal contact by modifying layout, service and back-of-house operations. An example of a service that’s been adapted to these times includes buffet dining where guests typically serve themselves, whereas now hotels are utilising hotel staff to serve guests to minimise the number of touch points, and simultaneously reduce food waste. Reservations and pre-booked timeslots have been introduced to ensure social distancing and appropriate capacity. Some economy brands are offering grab and go breakfasts, which can be pre-ordered at check-in and delivered to guest’s rooms or collected in the lobby. As many countries around the world are on a different trajectory and are still experiencing lockdowns or restrictions, they have adapted their offering to include takeaway services. Restaurants, like hoteliers, have also looked to digitalise their offerings to adapt to the changing demand. Partnerships with online food and delivery services and apps have enabled consumers to order direct and provided hoteliers an opportunity to innovate takeaway services from their on-site dining establishments.
Sustainable Design
Design trends change steadily and slowly, however over the last few years, sustainability has grown exponentially and become the backbone of hotel design. According to a booking.com 2020 survey, 82% of respondents identified sustainable travel as important to them and 70% of respondents said they were more likely to book accommodation if they know it’s eco-friendly; even if they weren’t looking for an eco-friendly property in the first place. With this and the responsibility to be socially, ethically and environmentally aware in mind, hoteliers are sourcing and incorporating eco-friendly materials into their design and day-to-day operations. This includes implementing practices and programmes that will help reduce their carbon footprint.
Wyndham Hotels & Resorts is committed to protecting the environment in which we live, work and enjoy. As part of our strategic vision of fostering a values-driven culture, we understand it is essential to protect our natural capital and resources to deliver long-term sustainable value.
Wyndham Green is our global sustainability programme, designed to help hotels reduce their environmental impact and at the same time, reduce operating costs through efficiency, drive revenue, remain competitive and increase brand recognition. The programme highlights best practices to become energy efficient, water conservative and waste reducing.
These evolving elements highlight the resiliency of the hospitality industry and its ability to adapt and grow with changing demands. As we continue to navigate this new era of travel, these adaptations and trends will continue to grow, change and expand and I am looking forward to further advancements and innovation that we can utilise to elevate our guest’s experiences.
