Trade secret: It doesn’t take a hotel futurist or hospitality keynote speaker to tell you that the industry has undergone radical transformation in recent years. Buoyed by economic necessity, and a rise in digitization and online solutions, much has changed for many of your favorite hoteliers. However, speaking as hotel futurists and hospitality keynote speakers, we do note that there are several new trends and innovations especially worth keeping in mind here. Below we explore several key driving forces currently impacting the hotel industry.

Personalization via AI

Artificial Intelligence (AI) has firmly taken root in the hospitality sector, offering highly personalized guest experiences. Machine learning algorithms curate preferences from individual guest behavior to tailor unique, customer-centric services. Smart rooms now adjust temperature, lighting, and entertainment based on guests’ profiles and past preferences, while chatbots provide personalized recommendations, from dining options to local attractions, ensuring a seamless and engaging stay.

Sustainable Hospitality

Of course, as hotel futurists often point out too, sustainability is not just a trend but a necessary pivot in the hospitality industry. Hotels are adopting green practices, with an emphasis on waste reduction, energy efficiency, and locally sourced food. There’s a marked increase in eco-friendly buildings, “farm-to-table” dining experiences, and water-saving initiatives. This shift towards sustainability is not only beneficial for the environment but is also resonating with eco-conscious guests who prioritize green practices when choosing accommodations.

Touchless Technology

In the wake of COVID-19, touchless technology has been expedited from a novel innovation to a standard requirement in hotels too. Mobile keys, online check-ins, and voice-activated controls minimize contact, ensuring guest safety. Payments and bookings have also been streamlined through contactless means, providing guests with a smooth, worry-free experience.

Wellness Tourism

That said, wellness tourism, though not new, is also surging with renewed vigor, as you may hear hotel futurists note. Travelers increasingly seek hotels offering holistic wellness programs, from spa retreats to mental health workshops. Hotels are designing dedicated wellness spaces, incorporating fitness programs, and collaborating with wellness brands to meet this growing demand. Luxury wellness vacations, offering immersive health, and wellness experiences, are particularly gaining momentum.

Experiential Luxury

The definition of luxury in hospitality is evolving as well. Guests are moving beyond the traditional trappings of comfort, seeking unique, authentic, and local experiences. Hotels are curating personalized local excursions, from culinary adventures to cultural immersion programs. “Living like a local” is the new luxury, and hotels are accommodating this trend by providing insider access to local attractions and unique experiences.


As travel behaviors shift, the hospitality industry has seen the rise of microstays to boot. This trend involves booking rooms for a few hours rather than overnight, catering to guests on short layovers or business travelers needing a space for meetings or rest. Microstays offer flexibility to guests and increase room turnover rates for hotels, thereby improving profitability.

Hybrid Models

And of course the hotel industry is seeing a blending of traditional models to form hybrid establishments. For instance, hotel-office or hoffice trends have emerged, where hotels offer their rooms as private workspaces. This is in response to the growing remote and freelance workforce looking for quiet, comfortable spaces to work.