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5 trends for hospitality in 2023

Receiving well is the main objective of hospitality. For this to happen, the sector needs to be aware of the main changes in the market to adapt and meet the desires of guests. Mainly after the Covid-19 pandemic, consumption habits have changed, including preferences related to tourism. Therefore, the business that does not adapt may lose space.

Therefore, Harus, the leading brand in the amenities market in Brazil, has selected five trends for hospitality in 2023. Check them out:

1- Focus on relaxation
The first trend began to take its first steps during the health crisis, however, it continues to advance and should be consolidated this year. This is a trip with a focus on relaxation. So much so that one of the modalities that has grown the most is wellness tourism, whose goal is to travel to take care of yourself.

Expectations are high. A report from GWI (Global Wellness Institute) estimates that wellness travel will earn US$ 1.3 trillion worldwide, representing 20% of global tourism, by 2025 – in 2021, the amount was US$ 653 million.

In the hospitality sector, this movement requires investment in infrastructure and trained professionals, aiming to create a relaxing environment and offer services such as massage therapy, physiotherapy, holistic therapies, among others.

It is also welcome to offer options for those who want to take care of their health, such as nutritionists and physical educators. And of course, the quality of the products and amenities offered makes all the difference in providing a relaxing stay.

Not surprisingly, the segment of spas, which were previously linked only to weight loss or aesthetic care, are expected to earn US$ 133 billion in 2027, according to Fortune Business Insights. Before the pandemic, in 2019, the sector generated US$$ 106 billion.

2- Sustainability
As the agenda advances ESG (Environmental, Social and Governance, that is, environmental, social and governance premises), sustainability is increasingly important in companies. In hospitality, the topic becomes even more relevant, since hotels are the real estate products with the highest consumption per square meter of energy and water, says a 2019 Urban Land Institute Hotel Sustainability report.

As these are establishments that operate 24 hours a day, 365 days a year, it is necessary to go beyond basic actions, such as recycling and encouraging guests not to change towels daily. It is necessary to adopt automation systems, such as movement and presence sensors in apartments, use LED lamps, which consume less energy, and choose amenities with sustainable packaging, for example.

Although it is closely linked to environmental factors, the sustainability it also concerns good social practices and the impacts of the activity on the community in which the hotel is located. Improving the regional socioeconomic environment, reverting part of the profits to a charitable entity, promoting fundraising campaigns and hiring local employees should be just one of the objectives of a sustainable enterprise.

3- Personalization of the guest experience
Whether for work or leisure, travelers increasingly value unique experiences. Therefore, the personalization of service It is one of the main differentiators that the hotel sector can offer. Although this is a factor that has already been gaining strength over the last two years, it is expected to become even more important in 2023.

The first step is to collect customer data, always with consent and following the LGPD (General Data Protection Law), at the time of booking, so it is possible to offer services and amenities according to the guest's preferences or restrictions.

For example, in addition to offering special meals to those with dietary restrictions, it is possible to create personalized itineraries, suggesting tours, shops and restaurants according to the guest's profile (couple, family, group of friends, etc.).

It is worth remembering that the customization The service can start beforehand, with friendly emails reminding check-in dates and times, and continue after the stay, with a satisfaction survey, thanks for the preference and also periodic emails on special dates, such as the guest's birthday, Christmas and upon completing one year of the visit.

4- Technology as an ally
Technology is an ally for businesses in different segments nowadays, and hospitality is no different. It can be responsible for improving not only internal processes, but mainly the guest experience.

Currently, having a website and selling online are just the beginning of a huge technological universe. The next steps could be, for example, adapting the establishment's website and e-commerce to purchase via smartphone and even via virtual assistants, such as Siri and Alexa.

The use of virtual reality and augmented reality to experiment and promote destinations or accommodation is also a trend. The tools become allies in the guest's decision-making process on whether or not to close with that hotel and to answer questions about the structure of the establishment or the destination city.

Another point that the hospitality sector needs to keep an eye on is the availability of connectivity with 5G mobile networks, especially with the increase in remote work. Thus, the hotel becomes attractive for those who are looking for new surroundings while working or who are traveling for business.

5- Luxury tourism
Another trend that should be consolidated this year is the luxury tourism. According to ILTM (International Luxury Travel Market), luxury travel represented 50% of total travel sales during the health crisis. In 2021 alone, in Brazil, the segment earned R$ 1.8 billion, 52% more than in 2019, points out the BLTA (Brazilian Luxury Travel Association).

For 2023, the Buzz vs. Buzz report Reality, from ILTM, indicates some trends. In addition to tourists looking for well-being, health and biosecurity, sustainability and exclusive experiences, multigenerational and memorable groups are among the characteristics of the luxury traveler, who today is also valuing national trips, like Fernando de Noronha, and not just international ones.

The hospitality sector must be prepared for this movement, providing quality services and investing in infrastructure improvements. Receiving this guest requires personalized service and the use of quality products, including food, bed and bath items, amenities and cleaning supplies.

Harus can help your company adapt to the main hospitality trends in 2023. Consult us and understand how quality amenities can be a differentiator for your business.


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