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RESEARCH | Staff Reporter, UK

Safety, privacy and authenticity will be key for hotels and restaurants of the future

The ALMR has welcomed new research outlining key priorities for hotels and restaurants of the future.

The study, commissioned by HOTREC, the European umbrella association of hotels, restaurants and cafes, draws upon TRAVELSAT data to reveal what travellers believe will be their future priorities in travel and hospitality offers.

For hotels, consumers expect their top priority for a positive hotel experience to be feeling safe, followed by privacy and service from genuinely friendly staff. Authenticity will also be important in both restaurants and hotels, with younger consumers having much higher expectations than their elders.

In restaurants, while a genuine, local immersive food experience is important to guests of all ages, younger generations are expecting much more compared to their elders, with unique design and atmosphere, entertainment, flexible opening times and greater personalisation leading the asks.

In hotels, some younger visitors will want more amenities and flexibility for hosting friends or families, while more digital and high-tech entertainment or unique design are also important.

Expectations vary globally; while British look for safety, privacy and staff hospitality in hotels, the French will expect more flexibilities around time constraints, and family-friendly amenities. Their appetite for discovering local authentic places is also above average.

US guests will expect outstanding, genuine staff hospitality and better reward programs, while Chinese guests express the highest level of expectations around safety and would enjoy “all-in-one place” experiences that can reflect the local cultural authenticity in the future.
The study also looked at consumer satisfaction in today’s market and found that luxury hotels in Europe score significantly higher than their budget and intermediate counterparts in overall quality, hospitality of personnel and value for money.

Visitor experience is the key driver of destination attractiveness, influencing one in three destination choices in Europe. Recommendations from friends and relatives have the biggest influence over where consumers will book at 34%, followed by the destination’s perceived status as “must-see” at 33% and information on the internet at 24%.

Kate Nicholls, CEO of the ALMR said: “The HOTREC report contains highly valuable research to the growing number of our members that offer accommodation, and as partners of HOTREC, we are delighted to be able to share it with them. The report will help them in their business planning for the future, as well as assessing what works well in today’s market.”

Photo credit: Wikimedia Commons

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