4 Ways Guest Needs are Changing in 2022
2022 is already off to a great start, and we’re optimistic about what this year will bring for hospitality. We don’t have to tell you that the past few years have had an enormous impact on the way people travel. COVID-19 has significantly - and in many cases cases, permanently - altered guest expectations and behavior. We’re happy to report that the changes we’ve observed in guests are overwhelmingly positive, and open up new possibilities for the entire industry. Here are the four main predictions we’re making about guests in 2022:
1. Flexibility is King
Although the world is slowly returning to normalcy, pandemic-related uncertainty lingers. Travelers are not only booking closer to their desired dates, but are also prioritizing flexible options, like the ability to cancel or change reservations for free. In a recent study, flexibility overtook price as the top factor to consider when booking for one third of travelers.
This makes sense during a time when travel plans can change in seconds, but we predict that guests have become so accustomed to flexibility that they will expect it long after the pandemic is over.
2. Embracing High Tech
The past few years have forced the adoption of technology. Guests have embraced its benefits and have even come to expect the convenience it provides. The “touchless” experience became popular in 2020 for safety reasons, but we predict that it will stick around for the efficiency it delivers to guests and staff alike.
Perhaps the most popular benefit of high-tech solutions is reducing the time spent waiting for service. Hotel guests have never enjoyed long wait times. Recently, they have learned firsthand that technology is often the best solution for eliminating them. Automated self-service options can reduce long lines at check-in and hold times over the phone - both enormous pain points for guests.
Here at Ameniti, we have observed that guests are especially satisfied with our automated communication solutions, with instant answers across all channels. In our experience, the right type of automation delivers a convenience that guests of any demographic will choose over manual solutions every single time.
3. Goodbye Business Travel, Hello “Workcation”
Although business travel increased from 2020 to 2021, it still lags, with no one sure when - or even if - it will return to pre-pandemic levels. With the popularity of virtual meetings, many companies have found that doing business in person is no longer essential. Business travel is costly, and with continuing unpredictability, organizations are deciding to hold off on in-person meetings.
Alternatively, we expect to see a surge in “workcations” in 2022. A workcation is exactly what it sounds like - a vacation combined with work, whether that means working reduced hours and afternoons on the beach, or simply working full time from a desirable location. For those experiencing work-from-home burnout, this type of trip provides a refreshing change of scenery along with the chance to relax or explore.
Short-term rentals are an obvious choice for those planning a workcation, but hotels are also getting on board. Amenities like high-speed internet, business centers, meeting spaces and even special packages for guests working remotely are becoming increasingly popular.
4. Personalized Experiences
With every aspect of our lives becoming ultra personalized, hotel stays should be no different. This trend has been building for years, but 2022 is the year that personalization moves from perk to expectation among travelers.
Personalization doesn’t have to be labor intensive, and can have an enormously positive impact on loyalty and ROI. Automation makes it easy for hotels to customize the guest experience based on individual needs and preferences. Some key opportunities for personalization include:
Communication tailored specifically to each guest, and to each touchpoint in the guest journey, from booking to arrival to post-stay
Providing guests with the option to communicate using their preferred channels, such as SMS, online chat, email or phone call
Targeted marketing (the majority of consumers prefer personalized ads)
Creation of detailed guest profiles through data collection, with information like demographics, past behavior, documented preferences or length of stay