Hospitality Industry Trends for 2022 Despite COVID-19

1. Technology-driven travel will be essential

The growing importance of technology in travel throughout 2022 and beyond cannot be underestimated. From digital vaccine passports to real-time travel alerts, technology solutions will play a pivotal role in keeping the public informed and providing guidance for every travel decision. As countries begin welcoming vaccinated travellers, requirements for testing, quarantines and forms will continue to vary between destinations. Providing clear, up-to-date international travel requirements, as well as updates should travel conditions change, will be essential to supporting travellers throughout their journey. In addition, contactless technology will continue to streamline the travel experience. Companies across the sector are adopting innovative technology solutions to keep travellers safe and provide instant access to assistance and information. Contactless check-in and boarding , the ability to order food or services through an app, or concierge services via WhatsApp or chat are solutions that provide travellers with added peace of mind. We also expect the importance of Augmented Reality and Virtual Reality technologies to increase, through solutions such as virtual tours of suites, aircraft cabins, museums and attractions. These technologies help travellers research a destination in greater depth, giving them more confidence when planning their trip.

2. Personalisation and guidance, more crucial than ever.

In addition to travel requirements, travellers will seek expert guidance for every aspect of their trip. While in previous years travel planning was done through review sites or simply by searching online, there is now much more to consider. For example, how far has vaccine rollout progressed at this destination? Are there requirements for restaurants or museums? For many travellers, creating daily itineraries is now a far more complex and overwhelming process. Companies in the sector can and should step up to meet that need. From health protocols to information on where and when to avoid crowds, travellers will pay particular attention to planning their trip and expect personalised support from the companies they travel with. For any company in our sector, this may mean rethinking marketing and digital strategies, integrating destination content into apps, social media and websites, and providing reliable information to keep travellers and their loved ones safe. Companies are no longer simply a connection from point A to point B, but a source of knowledge and support along the way.

3. Plans and Experiences for 2022

As travellers consider travelling in 2022, enriching travel experiences are top of mind. Many travellers are looking to reconnect with loved ones, and outdoor holidays offer both relaxation and socially distanced exploration. Travellers will seek out hidden gems, dream destinations and opportunities for nature-focused outdoor activities, such as hiking, golf or kayaking. When it comes to accommodation, cleanliness and safety are essential. Recent research by the European Travel Commission reveals that more than half of respondents considering travel this year prefer to stay in independent hotels or resorts rather than short-term rentals or other accommodation options. The strength of a trusted brand inspires confidence that essential health measures will be implemented. Combined with nature-based experiences, these elements add an extra layer of support for travellers. With this in mind, resorts can engage 2022 travellers by highlighting cleaning protocols, wellness programmes and eco-friendly excursions . In addition, hotel brands with accommodation beyond the resort, such as holiday homes or bungalows, can showcase units that offer additional space and privacy, along with the professional cleaning and customer service guests would expect from their favourite resort brand.

4. Sustainability, an ongoing travel trend in 2022 and beyond.

Sustainability, particularly in the airline industry, is and will remain an ongoing travel trend. Tourism trends around low-carbon travel, which we will explore later, will continue to evolve, as travellers closely follow organisations’ environmental initiatives. For example, Google Flights now displays carbon emissions estimates for most flight searches, an important step for the industry in providing travellers with sustainability information. The travel community will also increasingly expect transparency from companies regarding their sustainability initiatives. As international travellers become more aware of the climate crisis, concern is growing around reducing their footprint and enjoying holidays responsibly. Here are some insights that reflect travellers’ values:

• • Nearly 70% of travellers expect the industry to offer greener travel options.
  • 46% of European travellers consider waste management to be the most important environmental issue
  • 40% of European consumers would stop flying to help mitigate climate change

As countries around the world work to meet their Paris Agreement commitments and individual companies present their own environmental targets, travellers will seek out organisations focused on sustainability and innovation. From plastic-free initiatives to progress in reducing carbon emissions, travel brands must connect with their travellers on all these areas of concern.

5. Safety- and health-focused measures remain important.

In addition to prioritising health and wellbeing, and longing to reconnect with nature, travellers will look to invest in brands that share those convictions. 70% of surveyed US travellers believe vaccine passports should be required for international travel, and 68% are also interested in domestic passports. Research continues to show that travellers feel safer when health-focused measures are implemented at food and tourism destinations, so this will remain a travel trend in 2022. Companies should not only highlight their own safety initiatives, but also local attractions that go the extra mile for public health. This content not only informs travelling audiences, but also inspires and delights them.

6. The Return of Business Travel

Finally, a look at corporate travel trends. This is an area of the industry that remains uncertain, and will most likely be one of the last sectors to recover internationally. The return of business travel will depend on many factors, including vaccination rates, border reopenings and revised budget structures. As many organisations have discovered the efficiency of remote work, extensive corporate travel may no longer be as high a priority as it was in the years before the pandemic. We can therefore expect to see more online training and webinars, virtual or hybrid conferences, and an emphasis on regional travel when events begin to resume. In the meantime, however, it is important to consider sentiment surrounding business travel. A recent PWC study found that 75% of business travellers are not excited about, or are indifferent to, the idea of travelling for work once again. However, travel companies are launching initiatives and campaigns to inspire and encourage renewed enthusiasm for business travel. In addition to clear and comprehensive messaging on travel requirements and cleaning protocols, travel companies must approach corporate clients with empathy and support. Offers such as flexible cancellations, spacious and private business-class seating, and hotel packages for remote work can help address clients’ concerns and worries.

Conclusions

After almost two years of uncertainty, we still cannot be 100% certain about what the future of travel looks like, but at least we can see more light on the horizon. Travel requirements, health and cleaning protocols, safety measures and sustainability will remain ongoing themes in 2022. Travellers will start dreaming once again of long-haul travel and dream holidays, but there will still be a focus on the outdoors and socially distanced destinations. On the technology side, contactless services will be an active trend next year, and companies will need to find ways to provide more guidance and personalised support to their customers throughout their journey through digital and innovative experiences. Business travel will return slowly in 2022, but there is still a long way to go before we see a full recovery—and we are unlikely to see one, as remote work and virtual meetings appear to be growing more popular by the day.