埃森哲：2022年酒店行業(yè)報告（EN）

EAMERICANHOTELLODGINGASSOCIATIONTHEHOTELINDUSTRYREPORT11THETHEYEAROFTHE“NEW”TRAVELERTHEAMERICANHOTEL&LODGINGASSOCIATION2022STATEOFTHEHOTELINDUSTRYREPORTINCOLLABORATIONWITHACCENTURETABLEOFCONTENTSFOREWORD 2TRAVELREADINESSTRENDINGPOSITIVELY,BUTREMAININGVOLATILE 4HOSPITALITYOUTLOOK2022 7MEETTHE“NEW”TRAVELER 11TECHNOLOGYTRENDSTOWATCH 14BIGBETS 16REPORTMETHODOLOGY 18RENCES 22TheThenextphaseofrecoverywillbeuneven,yvolatileButonethingremainscertain2022istheyearofthe“new”traveler.avelthatisblendingbusinessandrepresentingaprofoundshiftinconsumers’attitudesandbehaviorsrelatedtotravel.This,inturnwillsignificantlyimpacthoteloperationsastheindustryrespondstomeettheneedsandexpectationsoftheirguests.Allindicationsarethatthehotelindustrywillcontinuemovingtowardrecoveryin22,butthatfullrecoveryisstillseveralyearsaway.AccordingtoananalysisforAHLAbyOxfordEconomics,FOREWORDAsmuchas2020wasawatershedyearforthehotelindustry,sowas2021.Whilethepandemiccontinuedtheindustrybegantoreemergefueledbynationalvaccinedistributionandconsumeroptimism.OurfirstStateoftheHotelIndustryreport,releasedinJanuary2021,demonstratedjusthowresilientthehotelindustryisandforecastwhatwasaheadforhotelownersandoperators,workers,andtravelers.OneyearlatervaccinesareavailabletoanyoneintheUnitedStatesagesfiveandolder,and63%oftheU.S.populationisfullyvaccinated.1Yetcasesareontherise,2asareconcernsaboutnewvirusvariantsandoutbreaks.3TherealityisthatCOVID-19continuestoinfluencedailylife—andthiscollectivecoexistencewillbethenormfortheforeseeablefuture.Thevirusunderliestheimplicationsofthisyear’sStateoftheHotelIndustryreport,whichincludeforecastedmacroeconomictrendsaswellasexpectedshiftsinconsumerandbusinesssentiment.WeWejoinedwithAccenturetoproducethisyearsreport,gingtogetherournowledgeofandadvocacyforallsegmentsofthehoteldustrywiththeirdeepderstandingofhowsumershaveevolveduringthepandemicandtheimplicationsthishashadonthetravelecosystem.hotelroomnightdemandandroomrevenueareprojectedtonearlyreturnto2019levelsinRoomrevenuesareprojectedtoreach$168billion,within1%of2019figuresandanincreaseofcomparedto2021.Occupancyisprojectedtohit63.4%,nearingthe66.0%rateachievedin2019andfarabovethe44%and57.6%reachedin2020and2021,respectively.433Thereturnofroomrevenueiscertainlywelcomenewsforhoteliers,yetitdoesnottellthewholestory.Evenwithareturntopre-pandemicroomrevenueperformance,thesefiguresdonotaccountfortheadditionalestimatedmorethan$48billion5inpre-pandemicspendingonfoodandbeverage,meetingspace,andotherancillaryservices—arevenuesourceexpectedtolagsignificantlyinitsreturn.Industryexpertsprojectthatonlyalittleoverhalfofmeetingsandeventswillreturnin2022,6withthenegativeimpactsoftheOmicronvariantstilltobedetermined.Additionally,hotelsacrossthecountryarecontinuingtodigoutfromatwo-yearperiodwheretheylostacollective$111.8billioninroomrevenuealone.7Apartialrecoveryin2022willnotbeenoughtoallowhotelstocompletelypaybacklenders,fullyrehirestaff,investindelayedpropertyimprovements,andrefillbusinesscashreserves.Thereremainstrongheadwindsandpotentialdisruptorsforafullrecovery.Whileleisuretravelwilllikelyreturnfullyin2022,businesstravelisprojectedtoremainsignificantlybelowprepandemiclevelsTheseverityoftheshort-termeffectsofOmicrononthehotelindustryarestillunclear.Moreoverfuturevariantswillcreatevolatilityinboththereturnofleisureandbusinesstravelandtensofbillionsofdollarsconnectedtomeetingsandeventsspending.AccordingtoCventsNovemberGroupBusinessInsightsReport,onequarterofmeetingsbeingsourcedarehybridandofsurveyedmeetingplannersaresourcingeventswithanin-rsoncomponentelswillcontinuetostrugglewithstaffingshortagesreducingtheirabilitytomaximizenuefrompotentialtravelersInflationarypressuremeansthatthoughanominalrecoverymayoccurearliertrueadjustedrecoveryfortheindustrywilltakeuntil2025,accordingtoSTRandTourismEconomics.9Whileatruerecoverytopre-pandemiclevelsisstillseveralyearsaway,themorethathotelsunderstandprepareforandrespondtotheneedsofthenew”traveler,thebrighterthefuturelooksforanindustrythatisvitaltotheAmericaneconomy.441.1.Thetraveloutlookfor2022istrendingpositively,butcontinuingvolatilityisexpected,withfullrecoveryyearsaway.Occupancyratesandroomrevenueareprojectedtoapproach9levelsin2022,buttheoutlookforancillaryrevenueislessoptimistic.Businesstravelisexpectedtoremaindownmorethan20%formuchoftheyear,only58%ofmeetingsandeventsareexpectedtoreturn,andthefullnegativeeffectsofOmicronarenotyetknownLaborheadwindswillmeanemploymentlevelsatyearendwillbedown7%comparedto2019.2.“New”travelersexpectdifferentthingsfromhotelbrands.Consumers’ionsbehaviorsandexpectationsallshiftedduringthepandemicundlychanginghowhotelsoperatetosatisfytheirguestswhoaresinglylikelytobeleisureorbleisuretravelersordigitalnomadsAsaresulttechnologywillbeevenmorecriticalinaproperty’ssuccess.3.Retainingandattractingtoptalentmeansshowcasingcareerpaths,notjustjobsHotelscanbuildaworkforceforthefuturebymunicatingthebreadthofcareeropportunitiesthatareavailableintheindustrytocurrentandprospectiveemployees.4.SustainabilityinitiativeswillplayanincreasinglyimportantrolefortheindustryHotelsthatmakecommitmentstosustainabilitygoalsandprogramsarenotjustsatisfyingguests’expectations,theyaremakingchangesthataregoodforthebusinessaswell.5.Loyaltyprogramswillevolveinresponsetothenewtravellandscape.Withhighvolumebusinesstraveldown,traditionalloyaltyprogramsnolongermakesenseThemosteffectiveloyaltyprogramswilloffermoresonalizedrewardsthatmeettheneedsofoccasionalbusinesstravelersandleisuretravelersaswell.TRAVELREADINESSTRENDINGPOSITIVELY,BUTREMAININGVOLATILEThevolatilityoftravelinthepandemiceramakesforecastingtravelreadinessmorecritical—yetmoredifficult—thanever.Dopeoplewanttotravel?Willtheirtravelplansbecurtailedbybroadereconomicrealities?Willtravelrestrictionsathomeorattheirdestinationforcethemtochangetheirplans?55WithWithpentupdemandandmanypeopleoptingtogoaboutorreturntodailylifewiththevirusamongthemtravelreadinesssawa5%jumpinSeptember021comparedtoAugust2021globally.However,readinesstrendsremainedvolatilethroughtheendoftheyear.November2021experienceda2%declinefromthepreviousmonthduetooutbreaksandnewtravelrestrictionsOverallreadinessinovemberwasbelowthebaselineutsimplytravelreadinessindicateshowwillingpeoplearetotakeatripTounderstandtravelreadinesstoday,weturnedtotheAccentureTravelReadinessIndex,anewwayofassessingintenttotravelsuitedtotherealitiesoftoday’stravellandscape.Themonthly,multicountryIndextracksbothtravelandnon-travelindicatorsthatinfluenceintentincludingCOVIDrelatedcountryhealthstatusshort-termeconomicfactors,traveldemandandmobilitystatusTheseindicatorsareweightedtoreflectthesizeoftheirrespectiveimpactontravelreadiness.ovingTargetTheIndexisupdatedmonthlybecausetravelreadinessisnotabsolute.Thiswillbetrueforaslongthepandemicisnotfullycontrolledandnewwaves,variants,andgovernmentalandpublichealthresponsescontinuallyresetpeople’strustandconfidenceintravel.Forexample,considerhowquicklytravelrestrictionswereputinplaceincountriesaroundtheworldwhentheOmicronvariantemergedinlate2021.TheWorldHealthOrganizationdesignateditavariantofconcernonNovember26,2021,andonDecember2,2021,PresidentBidenannouncednewprotocolsforinternationaltravel.10Travelreadinesstrendsinthesecondhalfof2021areinstructiveofwhattoexpectin2022:momentuminpocketscoupledwithstopsandstartscausedbyoneormoretravelindicators.lPictureeralltravelreadinesswasdown26%in2021fromtheprepandemic19baseline.ravelreadinessisnotexpectedtoshowsignsofrecoveryuntilmid-2022.Source:AccentureTravelReadinessIndexictureInSeptembertheUSmarketsawadecreaseoverAugust2021becauseofstringenttrictionsforinternationaltravelersAirlinetrafficandhoteloccupancyfollowedthehistoricalpatternfallingafteraverystrongsummerandshowingstrengthinthefallScreeningsbytheTransportationSecurityAdministrationTSA)peakedinJulyatjustover2millionairlinepassengers,andhotelsreached71%occupancy.11yNovembertheeasingofEuropeantravelrestrictionstotheUnitedStatesdroveasignificantincreaseinairlinecapacity,implyingasurgeofdemand.12ThecountrycontinuedtoopentravelastheholidayseasonarrivedInfactThanksgivingweek2021wasarecord-breakerforU.S.hotelsoccupancyrateswereat,andRevPARwas20%higherthanduringthesameperiodin2019.1366AGlobalPandemicwithLocalImpactaltouriststendtostayfivetotimesaltouriststendtostayfivetotimeslongerthandomestictravelers,14pendmoremoneyandvisittionswherehotelsebeenhithardestlikemajorcities.industrymustaccountforasadriverofdemandinInternationaltravelersareavitalaudienceaswell.onaltravelersaccountedforoftotalavelspendinginbeforethepandemicbeganbutjustin2020.15In2022,theWorldTravelTourismCouncilisprojectinga228%leapdingintheUnitedStatesbyinternationaltravelerscomparedto2021.16aringforthispotentialsurgemeansacknowledgingthatsentimentsabouttravelandtravelreadinesswillvaryfromcountrytocountrybecausethisglobalcrisishasbeenhighlylocalizedinitsimpactHotelsthatthinkaboutreadinessthroughthelensofwhatpeople’spandemicexperienceshavebeenandarenowarebestpositionedtodetermineiftheyneedtointroduceadditionalhealthandsafetymeasurestoappealtothesetravelers.reiswhattheIndexrevealsabouttravelreadinessinwhatareexpectedtobecriticalinboundarketsfortheUnitedStatesGapGapvs019ineasofNovemberommbervsOctoberySource:AccentureTravelReadinessIndexTheuncertaintyremainingaboutthenatureoftheOmicronvariantatthetimeofpublicationsuggestshowdifficultitistopredicttravelreadinessin2022.WhatwecanassumeisthatrestrictionsimposedtocombattheOmicronvariantarelikelytostayuntilMarch.What’smoreseveralshorttermfactorshavethepotentialtoimpacttravelreadinesspositivelyornegativelyandoverallwedonotexpecttheIndextoshowconsistentsignsofrecoveryuntilmid-2022attheearliest.77HOSPITALITYOUTLOOK2022Travelreadinesswillinformhowthehotelindustryperformsincriticalareasincludingoccupancyroomrevenueemploymentandconsumerappetite.While2022willnotseeafullreturnto2019,theoutlookisstrongerthanitwasin2021.17ncyloccupancyisexpectedtocontinuetrendingupwardfromthehistoriclowsofaveraging63.4%fortheyear,accordingtoSTRandTourismomicsInthenationsnearly00hotelsexperiencedanaverageannualhoteloccupancyof,selling1.3billionrooms.ThepandemicbroughtU.S.hoteloccupancytoahistoriclowof24.5%inApril2020,andannualoccupancyfellto44%fortheyear.Hoteloccupancyfor21wasestimatedatnearly58%—afullfivepointshigherthanhadbeenprojectedthistimelastyear(52.5%projection),butstilldownmorethaneightpercentagepointsfrompre-pandemiclevels.Whilesomefull-servicehotelsbeginoperationallybreakingevenat50%occupancy,thisdoesnotaccountformortgagedebtandothercosts.Assuch,mosthotelsspentthelasttwoyearswellbelowtheirbreak-evenpoint,relyingonreservestocoverexpenses.Soevenwithareturntonearpre-pandemicoccupanciesin2022,hotelshaveawaytogobeforetruerecovery.Occupancyratesareprojectedtocontinuetrendingupwardin2022,averaging63.4%fortheyear.ureHotelRoomOccupancybyYear 66%66%63.4% 44%20182019202020212022Source:OxfordEconomics+STR,?2022CoStarGroup886B4B6B4B6BBAfterfallingbyalmost50%in2020,hotelroomrevenuewillnearlyreturnto019levelsthisyear.Non-roomancillaryspendingwillcontinuetolagbehind.Priortothepandemicthehotelindustrysmillionguestroomsgeneratedmorethan$169billioninannualroomrevenuewhichdoesnotincludetheadditionaltensofbillionsgeneratedbyrentingmeetingroomsandotherancillaryrevenuesources.InhotelroomrevenuefellbynearlyacrosstheUnitedStatestojust$85.7billion,thenreboundedto$141.6billionin2021.Thismeansthatoverthosetwoyears,hotelslostacollective111.8billioninroomrevenuealone.Roomrevenueisprojectedtoreach$168.4billionthisyear,orwithinonepercentagepointof2019levels.Theoutlookforancillaryrevenuefrommeetings,events,andfoodandbeverages—estimatedat8billionannuallybeforethepandemic—islessclear.Knowlandprojectsthatonly58.3%ofmeetingsandeventswillreturnin2022,with86.9%backin2023,meaningthatmuchofthatrevenuewillcontinuetobemissing.18gureHotelRoomRevenuebyYear1Unrealizedon20182019202020212022Source:OxfordEconomics+STR,?2022CoStarGroup99Bytheendofhotelsareexpectedtoemploy2.19millionpeople—93%oftheirpre-pandemiclevels.InUShotelsdirectlyemployedmorethan3millionpeople.Afterthesignificantdropsof2020,hotelsfinished2021at77%oftheir2019employmentlevels.Althoughstronggrowthisexpectedintheyearahead,hotelsareprojectedtoend2022withmillionemployeesdown66,000or7%comparedto2019,reflectingcontinuedheadwindsinthelabormarket.mploymentbyYear9M6M9MSource:OxfordEconomicsPayingPayingdowndebtSavingforavacationortripawaySavingforretirementSavingforacarorotherbig-ticketitemsAdjustinghouseholdbudgetduetorisingpricesSpendingonnewclothesSavingforahousedepositSpendingonactivitiesandexperiencesSpendingonhomeimprovementsSpendingonconsumerelectronics/personaltechnologyTreatingmychildrentothingstheywantandneedSpendingontreatsandlittleluxuriesPayingforaspecialvacationOverpayingmortgagePayingformedicalinsurancecoverBuildingacollegefundAppetiteThereispent-updemandfortravel—especiallyamongyoungertravelers.Aftermonthsofquarantineandtravelrestrictionsearlyinthepandemic,manyAmericanswereeagertotravelagainin2021;thatdemandisexpectedtocontinuethisyear.AccordingtoMorningConsult’sStateofTravelandHospitalityQ4Report,64%ofU.S.adultssaytheyhavetraveledwithinthepastyear,withyoungerandhigher-incomeconsumersleadingthewayThereportalsofoundthatoftheeightcountriessurveyed,Americanswereamongthemosteagertohittheroadwithexpectingtotakealeisuretripwithinthenextsixmonths.19AccordingtoAccenture’s2021U.S.HolidayShoppingSurvey,40%ofU.S.consumersplantofocusonsavingforavacationortripawayinthefuture.Savingforatripisconsumers’secondmostimportantfinancialpriorityafterpayingdowndebt(Figure4).Afull43%expecttotravelasmuchormoreoverthenextsixmonthsthantheydidcomparedtothesamesix-monthperiodin2019.20FigureUSConsumersTop5FinancialPrioritiesof202244%44%40%aADDannJaZZLUSHolpDSVoddnSnJvaGenZandMillennialsareespeciallyeagertotravelagain,althoughtheystillneedsomereassurancetodosoOnethirdofthisgroupbelievesthattimelyinformationbettertravelerflowmanagementandtheabilitytobookandconfirmvaccinationstatusthroughtravelcompanyappswillpersuadethemtotravelagain.21MEETTHE“NEW”TRAVELERSEEKINGPURPOSEASTHEWORLDREOPENSThepandemichaschangedsomuchofdailylife,fromhowpeoplegotoworkandschooltohowtheyshopandsocializeWhilesomebehaviorsfromthisperiodwilleventuallyfadeaway,COVID-19hasmadeanindeliblemarkonlife—andtravel—asweknowit.tMotivationsMovingforwardthehotelindustrywillfeeltheimpactofthewaysthatconsumershavefundamentallychangedinwhattheywantandinhowtheybehaveandengagewithbrands.Insteadoffocusingprimarilyonpriceandqualityinmakingpurchasingdecisions,thesenewtravelersaremotivatedtopurchasebyfactorsincludinghealthandsafety,easeandconvenience,care,trust,andreputation.InfactofUSconsumerssaythepandemiccausedthemtorethinktheirpersonalpurposeandreevaluatewhatsimportantinlife,accordingtorecentAccentureresearch.ThesamestudyrevealsthatwantcompaniestounderstandhowtheirneedschangedduringdisruptionsandaddresstheseneedsWhat’smore,38%expectbrandstotakemoreonsibilityformotivatingthemandmakingthemfeelrelevantratherthanonlydoingtheirbusiness.22Whenitcomesspecificallytohotels,newtravelersplaceapremiumonsafeandsanitaryenvironments,flexibleandno-penaltybookingpolicies,convenientcustomerservice,sustainableproductsandapositivesocialimpact.Manysaytheyarewillingtopayextrafortheseoptions,andtoswitchtoadifferenttravelprovider(hotels,airlines,travelagencies,andOTAsifneededInfact,45%ofconsumerssaythattheyareconsideringmovingawayfromthetravelprovidertheyuse,eithercompletelyorinpart,overthenextsixmonthstoayear.23TheRiseoftheNewLeisureTraveleruretravelerswiththesenewmotivationswillbeasignificantforcedrivingtraveldemandin2022—amarkedshiftthatbeganlastyearafteryearsofbusinesstravelbeingthestapleoftheglobaltravelindustry.Withcorporatetravelpoliciesstillinflux,leisuretravelwillcontinuetorecoverfasterin2022,drivingthehoteldemandlandscapeAccordingtoananalysisbyKalibriLabs,throughoutleisurehotelspendwillhavereturnedto2019levels,butbusinesstravelwillstruggletoreachof2019levels.Thismeanstheshareofhotelspendbytypeoftravelwillcontinuetobeinvertedfrombeforethepandemic;in2019commercialtravelmadeup52.5%ofindustryroomrevenueandin2022itisprojectedonlytorepresent43.6%.24Infact,projectionsarethatthesummerofwillbeoneofthestrongesteverforleisuretravel.usinessmodelshavebeenarilyfocusedonbusinesscustomerneedssuchasonsitedininglaundryservicesexercisefacilitiesandbusinesscentersTheamenitiesthatleisuretravelersexpectsuchasspaspoolsoreasytransportationtotoptouristspots,haveoftenbeenasecondaryfocus.26Assuch,thesehotelswillneedtomakestructuralchangesinhowtheyattract,convert,andretainleisurecustomers.aredtobusinesstravelersleisuretravelerswantmoreguidanceforthebookingprocessandmoreinformationaboutthedestinationTheybuyverydifferentlythanbusinesstravelersItslessaboutspecificsandconvenienceasitisaboutaddingservicesonWHENLEISUREISLOCALLeisuretravelerseasedbackintotravelinglastyearthroughlocaltripsThistrendwillcontinuein22.Itcreatesopportunitiesforhotelstopartnerwithlocalbusinessesaroundeventsfestivalsorholidaystocreateenticingguestpackagesthatesonatewithpeopleinterestederiencingtheircityinadifferentway.25theflyaftertheinitialbookinginthespiritofdiscoveryandadventure.Deliveringforleisuretravelerswilltakeonaddedimportancebecausetherewillbemoreofthemin2022.TheNewFaceoftheBusinessTravelerWhilebusinesstraveldemandwilllagthatofleisuretravel,itisnot,assomehaveargued,athingofthepast.ThisisespeciallytrueintheUnitedStates,theworld’smostpopularbusinesstraveldestination.28Businesstraveloverallisexpectedtoincreasein2022comparedtolastyear,and,accordingtoananalysisbyKalibriLabs,byQ3itisprojectedtoreach80%of2019figures.29Whileafullrecoveryisn’tNGSAlthoughvaccinerequirementsandNGSAlthoughvaccinerequirementsandsafetyandsocialdistancingprotocolswillreshapethemeetingexperiencemovingforward,meetingvolumeisonthemove.Knowland’sU.S.MeetingsRecoveryForecastpointstoa58%recoverybytheendof2022.Bytheendof2024,castscurrentlyprojectlevelsat110%ofthe2019baseline.27projectedtoincreasebyinwiththeesandChinaseeingthelargest30%.30Withlargemanagedcorporatetraveldown—andlikelynevertocomebackexactlyasitwasrisissmallandmediumsizednterprisesSMEswillleadthewayinesstravelsrecoveryinThiscontinuesatrendthatbeganin020whenthevolumeofSMEtravelwasdown,butnottotheameextentastherestofbusinesstravelduringtheheightofthepandemic.hotelsairlinescarrentalsuppliersandtravelmanagementcompanieshaveindicatedthattheirSMEaccountscamebackrelativelyquicklycomingoutof2020andarecontinuingtooutperformcorporatestodayTheyattributethistothefactthatsmallercompaniesstartedtoreturntotheofficefasterandaspartofthisputtheirpeopleontheroadsooner.TheyalsobelievethatSMEtravelisbuoyedbyfewertravelrestrictionsandmoreflexibletravelpolicies.Theseleadersareseeinggrowingdemandfromsmallerconsultingagencieslawandaccountingfirmsandretailers,andexpectmoreofthesameinto2022.31,32TheSMEsectorrepresentsanupsideopportunityforhotelstofillmidweekoccupancyandbalancehighlyanticipatedleisuredemandpatterns.Thisisalargelyuntappedmarket—onethatthatwasoftensqueezedoutbythelargestcorporatenegotiatedsegment.Forhotelstotakefulladvantageofthisopportunity,itwillbeimportanttoestablishcontactswithprospectsandunderstandtheneedsofthissegment.Speedandconveniencewilllikelycontinuetobeimportant,butSMEbusinesstravelerswillmostcertainlyfocusonhealthandsafetyissuesmoresonowthanbefore.erSegmentstoWatchTheadventofremoteworkduringthepandemicperiod—anditscontinuednormalizationssityhasfueledtheemergenceofnewtravelersegmentsthatblendbusinessandleisureinterests.etravelinwhichtravelerspiggybackleisureandbusinesstripsoffeachotherhasbeencalledapandemicsilverliningWhilethesearrangementsarenotnew,theyweremorecommonamongyoungertravelersbeforethepandemicTodaybleisuretravelismoremainstreamamongbusinesstravelersacrossdemographicgroupsInfactone2021studyofglobalbusinesstravelersfoundwantedtoaddaprivateholidaytotheirbusinesstripsinhenexttwelvemonthsGloballyofinesstravelerseportwantingtoGloballyofinesstravelerseportwantingtoaddprivateholidaytotheirbusinesstrips.ndflybackfromthemeetingdaytripswillbecomeathingofthepastandthatmulti-daybleisuretripswillultimatelybecome“thenewbusinesstrip.”34Thisshiftispossiblebecausecompaniestendtobetolerantofthiskindofbusinesstravel.35adspeoplewhohavetheflexibilitytoworkfromanywhereandtaketotheroad—arealsoontheriseTheyrepresentaprofoundhinkingofthetraditionaldynamicbetweenworkandtravelwherepeopleeitherworkedtotravelortraveledforwork.Digitalnomadstravelwhiletheywork,stoppingindifferentdestinationsandstayingforaslongastheywant,andthenmovingon.Theavailabilityofconnectivityisessentiallytheonlythingthatlimitstheirtravelchoices.SkifthasreportedthatmillionAmericansarepotentiallypositionedtoliveandworkasdigitalnomads.Whileanichesegmenttoday,marketanalysissuggeststhatitwillbefastgrowingandpowerful.36Wemightalsoexpectablurringofthesesegmentsasbleisuretravelers’experiencespushthemtomorepermanentdigitalnomadstylewaysofworking.TECHNOLOGYTRENDSTOWATCHTechnologyisplayinganincreasinglyimportantroleinmakingitpossibleforthehotelindustrytorespondtotravelerschangingneedsandpreferencesWejoinedwithOracleHospitalitytounderstandthebiggesttechnologytrendsexpectedforandbeyondFigure5).Keepingithumanwithtechnology.Thepersonalizationoftechnologywilltakeanotherleapforward,withhotelsusingdigitaltechnologiestoeaseworkloadsandfurthersatisfyeachindividualguestwithanewguestexperience.Thisincludeseverythingfromindividualfoodandbeverageoptionsandflexiblecheck-inandcheckouttimestoexpandedroombandwidthforalltravelersegments.Whileluxuryhotelsareespeciallyknownforservicedefinedbyapersonaltouch,hotelsofalltypeswillusemoretechnologytoolsthathelpthem“gainknowledge,”progressivelyenhancingguestexperiencesandmeetingorexceedingestablishedservicestandards.Remappingtheguestandstaffjourneys.Mobile,self-servicedevicesareallowinggueststonavigatemuchofthetraditionalguestjourneyfrombookingtocheckoutwithouthavingtointeractdirectlywithstaff.Asaresult,hotelemployeesarespendinglessti