As the hospitality industry looks to invest more in amenities and opportunities, here’s what your hotel stay in Europe could look like in 2024.
After taking a hit during the pandemic, hotels and accommodations have finally regained guest numbers and revenues are recovering.
An annual report by reservations site Booking.com found that European hoteliers consider summer 2023 a success. They also expect their economic situation to develop positively in the next 6 months.
The report looked at topics including sustainability, regionally sourced food and the use of artificial intelligence.
As the hospitality industry looks to invest more in amenities and opportunities, here’s what your hotel stay in Europe could look like in 2024.
Austrian and German hotels invest in sustainability
From the sleeper train boom to tourism taxes to protect the environment, the travel industry is pushing to become greener.
Booking.comThe survey revealed that the environment is also a priority for hotels in Austria and Germany.
Just over 75% of Austrian hotels and 63% of German ones expressed interest sustainable products and services.
However, the interest was not shared by other nations, leading the EU average to fall below 50%.
Overall, European hotels have been more interested in investing in energy efficiency and waste reduction, especially given rising energy costs this year.
Greece and France try to attract Generation Z travellers
Gen Z travelers may want to look for accommodations in Greece, France and Austria next year, where hotels they consciously hope to attract younger guests.
Interest was lower in the Nordic countries, Italy and Spain.
In Germany the greatest emphasis has been placed on attracting domestic travellers.
Across the continent, hotels are looking to accommodate more families, with the EU average at 56%.
Hotels will offer more vegan and vegetarian food options
In 2024, hotels will focus on aligning their food offerings with consumer trends.
According to the report, hoteliers have noticed an increase in customers wanting sustainable, regionally sourced food options.
Nearly two-thirds of those surveyed said they were vegetarians and vegan options was important, with 54% offering both options in their facilities.
Two-thirds also plan to switch to plastic-free packaging.
Hoteliers’ interest in artificial intelligence is waning
Artificial intelligence has been a hot topic in the world of travel this year, with travelers trying ChatGPT to plan their trips and compare flight prices.
But the enthusiasm for AI for hoteliers is waning. The number of hotels The use of artificial intelligence has increased only marginally compared to last year and 7 in 10 hoteliers say they do not intend to use it in the future.
For those who expressed interest in using AI, customer chatbots and dynamic pricing were the most popular tools they plan to implement.
Hotels are trying to offer more local experiences
The survey found that the biggest focus over the next six months was on providing guests with more local experiences.
Over 60 percent of hoteliers in Austria, the Nordic countries, Italy, Portugal, Greece and France have indicated it as a priority.
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