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The hospitality industry has undergone a transformation over the last few years. This period of change is set to continue through 2023, with shifts in demographics and technology, and the post-pandemic transition to a new normal all playing decisive roles. As a hotel management company with clients around the world, we have seen these trends in the tourism and hospitality industry take shape and evolve. To maintain competitiveness, forward-thinking hospitality businesses are transitioning beyond the traditional model of merely offering “a place to stay” with the usual add-ons of breakfast and so forth. These traditional elements will persist, however, they will be housed within a broader focus on the overall guest experience.


In a post-pandemic world, guests will place a much greater focus on their health and well-being. Establishments that can anticipate and meet these health-related concerns will position themselves for greater success.

Of course, this relates to high standards of hygiene but also to a greater focus on both physical and psychological well-being. For instance, you could consider offering classes on meditation, yoga, tai chi, pilates, and other such activities. They can also introduce a greater range of vegetarian and vegan options.

What is crucial, however, is to not treat these areas as an afterthought or as an inconvenience. These are reflective of the modern and fast-moving hospitality market. Moreover, with the increasing dominance of the Millennial and Generation Z demographic cohorts, such trends are only set to increase.


Most of the people who travel do so “to open my mind to new cultures and experience”. With this in mind, all types of hospitality businesses, B&Bs, guest houses, and short-stay apartment complexes can take advantage. They can align with local experience providers that complement their own.

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“to open my mind to new cultures and experience”

For instance, a countryside hospitality venture may wish to partner with local companies that offer activities to do with the great outdoors. Similarly, a city center guest house could partner with local museums, walking tour guides, and so forth, to offer an all-in-one deal. They could also make it exclusive to their guests to make it that much more special.

Another option is to provide such experience and cultural exploration in-house. This would involve more work and commitment rather than forming alliances with specialist third-party providers.

However, it enables establishments to keep all services consistently on brand, guarantees customer experience control, and can generate more avenues for revenue.


Whether it is well-being and health or experience and culture, or both, business growth can be driven by designing packages to target distinct customer profile segments.

According to the Simplicity Index, “64% of consumers are more likely to recommend a brand because of a simple experience”, demonstrating the benefits of marketing a distilled customer service offering.

“64% of consumers are more likely to recommend a brand because of a simple experience”

Offering package deals for a fixed fee enables to target market where customers desire more specialized stays. For instance, a choosing to offer a well-being and digital detox getaway or a city center culture vulture experience.

Such package deals could include room, breakfast and dinner, and activities in the area, all of which could tie into the overarching experiential theme.