5 predictions for the guest
experience in 2034 from leading experts
The next decade promises exciting advancements for hoteliers looking to create amazing guest experiences. From artificial intelligence (AI) and augmented reality to deep data integration for hyper-personalization, there’s a lot for lodging businesses and guests to look forward to in the coming years.
But what investments can hoteliers start making now to ensure that their lodging business is ready for what the next decade holds?
We asked five of the industry’s leading experts for their predictions on the guest experience in 2034 and how hoteliers can start to prepare for the challenges and opportunities ahead.
5 guest experience predictions for 2034
1. Deep personalization
In 2034, the desire for tailored, deep personalization will be even more in demand. Guests will have increased leisure time and disposable income, seeking new experiences and ways to elevate their stay.
“Picture this: You arrive at a hotel where the lighting, temperature, and even the choice of music are already set according to your preferences. Your dietary restrictions are noted, and the restaurant has curated a menu just for you. This is how personalized things can become in the next decade,” said Tiago Araújo, CEO of HiJiffy.
From the moment a traveler visits your website to when they leave your property (and beyond), they’ll expect personalized content and services throughout the entire guest journey.
2. Holistic data
There are hundreds of travel-related data points that tell you crucial information about your guests. From flight times and Uber pick-ups to food and beverage preferences and itineraries, the more hotels know about their guests, the better experience they can deliver.
“We envision a world where data is permissionless and not bound by legacy systems,” said Pormer Sarram, Co-founder and CEO of Visito. “Engaging directly with a property can be much more powerful when the guest can share travel plans and preferences with the property.”
Having access to data from sources external to your hotel management software will significantly elevate the guest experience. Hotels can coordinate personalized arrival experiences, be more proactive with housekeeping scheduling, and find alternative ways to generate income, like private transfers or tours.
“Understanding each customer will become more holistic with information shared between apps using decentralized, possibly anonymized, identity data,” said Jillian Kossman, Vice President of Marketing & Policy at IDScan. “This will enable hotels and hospitality organizations to deliver on the promise of a “connected journey,” even across brands.”
3. AI orchestrated experiences
AI and robotics technology can completely transform how you streamline your operational efficiencies, from guest communications to revenue management and marketing strategies.
“By 2034, AI and robotics will be the key drivers shaping how guests interact with hotels and vacation rentals,” said Roy Firestein, CEO of Autohost. “Before arrival, guests will use their devices to specify their needs and preferences. Upon arrival, an AI-orchestrated experience will greet them – robotic porters, bartenders, cleaners, and more.”
While the advancement and adoption of robots are still in the early stages, AI is already becoming an important fixture in the hospitality industry. Technology providers are implementing AI across the hotel technology ecosystem to improve the guest and employee experience.
From targeted marketing campaigns to personalized chatbots and reputation management, hotels are leveraging AI to personalize the guest experience while reducing the workload on teams.
4. New revenue streams
You’ll likely begin to see more hotel upselling opportunities as the demand for tailored experiences and features increases and AI tools are incorporated into day-to-day technology.
“Hotels can create bespoke packages and experiences that cater to specific guest segments, driving additional revenue,” said Tiago.
Consider what your property can provide beyond your typical night stays, like renting out event spaces, food and drink services for non-guests, and tours and activities.
“The next 10 years will be a really exciting time for hoteliers as they build a deeper direct relationship with guests and offer new ways to enjoy their properties,” said Pormer. “What about booking a day pass to enjoy the pool? That’s a much lighter decision for a guest and something that properties can rely on to start building awareness with guests.”
5. White glove service at scale
Today, five-star hotels are able to offer travelers an unparalleled lodging experience that many people are never able to experience in their lifetime.
Looking into the future, Roy predicts that “four-star hotels and vacation rentals will differentiate themselves by offering classic white-glove service at scale, thanks to the power of AI and robotics.”
With hotels able to do more with less, travelers with varying budgets will be able to “submit their preferences ahead of time, allowing the hotel’s AI to curate every aspect of the stay. The result will be an aristocratic experience previously only available to the ultra-wealthy.”
Challenges for hoteliers when adapting to evolving guest expectations
It’s important to be ready for some of the most significant challenges predicted to arise as expectations and technology evolve.
1. Rising guest expectations
Personalization is a basic expectation for 70% of consumers, necessitating one-of-a-kind experiences for your guests. Guests will expect the best in comfort, automation, and customization because they witness these standards across other industries.
“In my opinion, one of the most significant challenges for hoteliers over the next decade will be meeting the rising expectations for comfort, automation, and customization that guests now expect from other industries,” said Julia Pedrol, Marketing Director at Chekin. “Gone are the days when a front desk agent handles everything. Today, influenced by travel and airline experiences, guests expect everything to be accessible through their phones,”
Guest expectations will only rise as more advanced technology becomes available. The introduction of ChatGPT, for example, has made it easier than ever for travelers to ask questions, do research, and plan trips—an expectation that has transferred to hotels. Guests expect to be able to ask questions and receive immediate answers, no matter the time of day.
Hotels must stay nimble and be willing to evolve by adopting new technologies to keep up with changing guest expectations and preferences.
2. Data privacy and cybersecurity
You’re likely already utilizing your hotel guest data to offer a personalized stay. Yet, the rise of AI tools raises concerns about guest data privacy and cybersecurity. Protecting against fraud and crime is crucial to prevent profit losses and data breaches.
“As AI lowers the barrier to entry for bad actors, hotels will need to bolster their defenses. AI-powered security systems and rigorous guest screening will be essential to prevent incidents and preserve brand reputation,” said Roy.
Since technology moves fast, it’s imperative that hotels stay up to date on best practices for protecting guest data. In the past year, there has been a growing number of cyberattacks against hotels. In 2023, the average cost of a hospitality data breach was $3.36 million, up from $2.94 million in 2022.
3. Sustainability regulations
Implementing sustainability best practices and spearheading environmental stewardship will also be at the forefront of challenges. While important, implementing sustainable practices can be a high-cost barrier with frequently changing regulations.
“One of the key challenges will be implementing sustainable practices without compromising luxury and convenience,” said Tiago. ”Innovations in sustainable technology will be crucial. Hotels will use AI to monitor and optimize energy consumption, employ water recycling systems, and integrate vertical gardens to reduce carbon footprints. Guests will have access to real-time data on their personal sustainability impact, enhancing their connection to the hotel’s green initiatives.”
Deloitte’s 2023 European Hospitality Industry Conference Survey (surveying owners, operators, and investors) found that only 24% of respondents see climate change disruptions as high risk this year, but that number jumps to 33% in three-plus years.
While sustainability may not be a top priority for travelers or hotels today, a decade from now, we can expect more regulations and higher guest expectations. Hotels should start identifying the biggest opportunities to implement sustainability – from in-room sensors to opt-in housekeeping.
4. Disparate systems
While tech adoption is a must to streamline hotel operations and improve the overall guest experience, hotels must be smart about their strategy.
Instead of investing in siloed solutions that lack connection to the PMS, lodging businesses should opt for a cloud-based PMS with an open API that allows for seamless two-way integration. This eliminates data silos and creates an integrated ecosystem with seamless adoption, automation, and insights.
“Hoteliers will be challenged by balancing investment in future-proofed technologies, without overbuilding too far in advance,” said Jillian. “Large brands have the opportunities to push the pace with technology at the corporate level, attracting the most tech-savvy consumers.”
Guest experience technology
Next, we’ll look at some key pieces of guest experience technology that will become more prominent in the hospitality industry.
Mobile IDs and identity verification
The hospitality industry will likely experience an uptick in mobile identification as part of guest experience technology. Having proper identity verification technology in place to validate and identify guest documents will help you prevent fraud and save lost revenue.
“Mobile IDs will allow for easy room entry, purchase of age-restricted products, and more. Hotels may wish to expedite this type of validated experience by creating their identity verification workflows inside their mobile apps, allowing verified guests to access a streamlined, VIP experience on and off property,” said Jillian.
Advanced AI
Advanced AI will make hotels more proactive, helping anticipate guest needs.
“Advanced AI systems will not just react to guest needs; they will anticipate them, offering proactive suggestions and solutions that enhance every aspect of the stay,” says Tiago. “For instance, AI will analyze guest interactions, preferences, and feedback, enabling hotels to adapt and personalize services dynamically, ensuring each guest feels uniquely catered to.”
Augmented & virtual reality
Augmented reality (AR) and virtual reality (VR) will boost your guest experience and will gradually become more affordable and accessible in the coming years.
“These technologies will provide immersive experiences inside and outside the hotel,” said Tiago. “AR can enhance in-room dining by projecting a virtual chef to explain dishes, while VR can offer pre-visit tours and virtual meetings, transforming how guests interact with the hotel and its surroundings.”
Internet of Things (IoT)
IoT room technology is pivotal in what is commonly referred to as ‘smart rooms’ or ‘smart hotels,’ helping take on-property experiences to the next level (and provide important insights to hotels).
“The interconnected ecosystem of IoT devices will create smart rooms that intuitively respond to guest needs,” said Tiago. “From biometric room entry to personalized entertainment systems, IoT will ensure that every aspect of the guest’s stay is seamlessly integrated and personalized.”
Robots
We’re currently in the early stages of robotics being adopted into the travel industry. From robotic airport assistants to robot concierges, investments are being made to help streamline guest experiences.
“As technology matures, it will become more affordable and accessible to a wider range of properties. AI-powered robots will enable personalized, luxury-level service at a lower price point,” says Roy. “Imagine robotic butlers catering to guests’ every need, from en-suite dining prepared by robot chefs to 24/7 housekeeping. Driverless cars will provide seamless transportation to and from the property.”
Strategies to prepare hoteliers for shifting guest expectations
With new hospitality developments and tech innovation expected to emerge in the next decade, you can start prepping now for evolving and shifting guest expectations. Here are a few strategies to future-proof your properties.
Understand your guest segments
Before you can prepare for the future of the guest experience, you need to clearly define who your target audience is.
Leverage data to understand what’s important to your guests. For example, some travelers want a lot of human interaction, while others prefer a completely contactless experience.
Personalization is the key theme moving forward, and it is impossible to give your guests if you don’t understand their expectations and preferences.
“If most guests want to check out later than usual and are also willing to check in later, there is an opportunity to have rooms with different check-out times,” said Pormer.
Choose strategic hospitality tech
Over the next decade, you’ll want to be strategic when selecting hospitality tech as part of your tech stack. Identify scalable, future-proof software with features like cloud-based systems and data security measures.
“Choosing the right technology is critical. With thousands of options available, it’s essential to prioritize solutions that offer comprehensive features and integrate seamlessly with existing systems,” said Julia.
Work with innovative technology partners
The wave of new hospitality tech might feel overwhelming from where you’re currently positioned, but you don’t have to go it alone.
“Find a trusted technology partner with expertise in emerging tools. They can help you navigate this new landscape and implement the right mix of solutions for your needs,” said Roy.
Choose providers that are committed to making investments in their technology as the hospitality landscape evolves and requirements change.
Prepare for success: Navigating guest expectations in 2034
While the next decade will bring challenges and opportunities for hoteliers, you can start preparing now to ensure stability and success for your property.
By understanding your guests’ needs, investing in the right technology, and keeping an eye on emerging trends and changing market conditions, you’ll navigate evolving guest expectations and deliver winning guest experiences now and in the future.
