With promising signs that the end of the pandemic is in sight, the hospitality industry is optimistic for 2022 and preparing for a new wave of customers. Our experiences over the past two years have reshaped our attitudes to leisure and travel so hotels, restaurants and bars and other venues are looking to develop bespoke offerings and make use of innovative technology to entice their customers back.
Mindful of the privilege of travel and with a new awareness of environmental issues, customers are keen to act responsibly and with purpose; to take part in experiences that offer transformative personal development rather than simply entertainment. Potentially taking fewer but longer trips than before, customers will view travelling to their destination as part of the adventure and will look for their arrival to fit seamlessly with their ‘slow travel’ approach. With the rise of flexible working, an increasing number of ‘bleisure’ customers will take advantage of the opportunity to combine travel with remote working.
Venues that create an authentic localised yet standardised experience that is grounded in the history and culture of the locality will be able to offer reassurance of quality but also a unique local flavour, giving them an advantage in this increasingly competitive market.
Having spent so much time living, working and socialising at home, customers are looking for a comfortable home from home feel when travelling. To meet this need for emotional security, designers are using soft maximalist interiors with a relatable feel and eco-luxe credentials, featuring both practical modern materials and an eclectic mix of vintage elements for a sense of evolution over generations.
Abandoned buildings, particularly in urban areas, are increasingly being repurposed into mixed use hospitality venues. From office blocks and high street shops to railway stations and police stations, these buildings offer the potential to create something unexpected that tells its unique story. Such redevelopments offer the potential for quirky pop-up venues where reusable materials such as loose lay flooring present a cost effective way to achieve a luxury temporary interior with minimum waste.
Personalised service is becoming increasingly valued and expected, particularly by Millennial and Gen Z customers, so the industry is beginning to explore the full potential of digital services and the metaverse. From contactless apps and payment to smart technologies such as face recognition and robot service, these innovations will allow venues to take high quality service to the next level.
Into the future, we can expect to see an increasing use of augmented reality and the metaverse to appeal to a new audience and stand out from the crowd, for example providing personalised offers and information about the venue and locality, while virtual reality will offer experiences like no other. In coming years we could also see innovative hospitality venues offer cryptocurrency payment and non-fungible token (NFT) collectible rewards. Digital art and immersive content will enable customers to create their own interactive playgrounds and let their imaginations travel to new worlds.
