Trends Shaping the Future of Travel for Hotel Industry

Hilton released its latest global trends report on Thursday, revealing key insights into how the COVID-19 pandemic changed people and what they're looking for when they travel. "The 2022 Traveler: Emerging Trends and the Redefined Traveler, a Report from Hilton" sheds new light on some of the top trends that will shape the hotel guest experience in 2022 and beyond. Here are some of the biggest takeaways.

Hotel guests want to travel with their pets now more than ever. According to ASPCA data, approximately 23 million U.S. homes or nearly one in five households brought in a pet since the beginning of the pandemic. What's more, research from Mars Petcare shows that roughly two-thirds of those households (65 percent) are interested in future travel with their furry family members. According to 2021 booking data, the "pet-friendly" filter has been the third-most used search filter on Hilton.com.

A big motivation to travel in 2022 and beyond will be to reunite and reconnect with family and friends in person, with a recent Hilton study showing that 63 percent of Americans believe that making memories with loved ones is one of the most important reasons they travel. The desire to reconnect has also led to increased demand for connecting rooms, spurring the creation of new features such as Confirmed Connecting Rooms by Hilton designed to take the headaches and guesswork out of booking connecting hotel rooms.

Travelers are valuing convenience like never before, meaning there's a real hunger for contactless experiences, whether it's touchless identity at the airport, QR code menus at restaurants or contactless check-in options like Hilton's Digital Key allowing guests to unlock their door and share their key with travel companions from their smartphone.

The "workcation" trend is likely to continue into 2022 as travelers look to blend business and leisure travel, booking extended stays and taking advantage of programs like WorkSpaces by Hilton that allow guests to access a comfortable private workspace and other amenities at a convenient day rate.

Travelers will move about with a greater focus on sustainability in 2022, with Accenture reporting that a whopping 86 percent of people want to travel more sustainably. Plus, the vast majority of American Express' Global Travel Trends Report respondents indicated that they are passionate about traveling to destinations to help boost their tourism industry and economy and aiming to be more conscious when it comes to supporting small and local businesses when they travel.

Culinary experiences and trips are expected to be in higher demand than ever before as the pandemic spurred an increase in virtual tastings and cooking classes and also saw hotels publish recipes for beloved signature items such as the famous Doubletree Cookie that kept travelers inspired despite their limitations.

Changes in drink preferences were accelerated during the pandemic as many used the shakeup to seek out a healthier lifestyle. The sober curiosity movement relying on low-to-no ABV alcoholic beverages continues to gain momentum nearly two years into the pandemic, with hotels and resorts developing special menus for guests looking to stay sharp or cut out any extra calories. Tequila and gin are among the trendiest spirits heading into 2022 as more celebrities sign on to endorse various brands.

The pandemic saw many people invest in at-home fitness equipment and develop workout routines that they'll expect to maintain when they travel, meaning hotels will need to provide the same level of experience that guests have grown accustomed to at home. However, the wellness movement has extended beyond exercise and hotels are adapting by launching lifestyle brands that embrace holistic wellness such as Tempo by Hilton and even offering wellness concierge services.

Weddings, family reunions and other events aren't going anywhere but the way people approach these celebrations has changed in some cases. "Beyond the typical event elements, social party planners are focusing on how to design their event with their attendees' mental and physical health in mind, from whether or not they should install a dance floor to considering color-coded wristbands to indicate the level of social distancing comfort," said Kelly Knowlen, Hilton's Vice President of Sales Engagement and Special Events. "The logistics of organizing a party amidst a pandemic are complicated but people are still celebrating and hosting events in larger numbers every day."

People haven't stopped seeking out luxury experiences when it comes to travel but their definition may have changed amid the pandemic, with 82 percent of travelers perceiving personalized experiences as the most desirable luxury amenity, according to American Express' Global Travel Trends Report. Elevated cleanliness standards (81 percent) and privacy (79 percent) are also top priorities for luxury travelers, who are showing more interest in comfortable, approachable and casual atmospheres when it comes to traveling and dining.

"As we look to the future, loyalty programs have an opportunity to be even more thoughtful around creating connection and relevancy to deepen relationships with their customers," said Jenn Chick, Hilton's Vice President and Global Head of Hilton Honors and Customer Engagement. Research shows that the attributes that keep customers coming back are changing with travelers being influenced by a variety of factors, including perceived value and product quality and innovation, among others.

People are more willing to travel somewhere new in the wake of the pandemic. According to a recent Hilton study, nearly 80 percent of Americans plan to take a wish list trip in the coming months and nearly 60 percent plan to jump back into travel with a bucket list vacation that they would not have considered prior to COVID-19. Roughly half of respondents (49 percent) said they used the pandemic as a chance to save up money for their dream vacation while 55 percent indicated that they plan to spend more money on their next trip than they usually would since they haven't traveled as often.