Four hotel marketing trends to know in 2021

It’s a fascinating time for travel. Not only are we navigating the complexities of a pandemic, but a new generation of travellers (Gen Z) is coming of age, Brexit has happened and there is mass awareness around climate change. How and when we intend to explore again is not clear. Last year, Condé Nast Traveller forecasted a trend for ‘pleasure flights’ (that is, airlines operating flights to nowhere as a way to salvage revenue and keep their slots) as well as a permanent shift towards travelling more sustainably. It seems that, contradictory as we tend to be, many people are torn between cautiousness, concern for the planet and the desire to live a little.

This presents a challenge for hotel brands who need to understand their target audiences – audiences that may be newly relevant – to deliver content that resonates. But there are some key trends that look set to influence campaigns this summer and beyond.

Staycations

With international travel not expected to make a full recovery until at least 2023, domestic stays will continue to see strong demand for the foreseeable. This is a unique opportunity for hotel brands to strengthen connections with guests who might not previously have looked at the area through a tourist lens. 

Expedia recently reported that a drivable destination is the most popular choice for holidays in 2021, so it’s crucial to consider how the wants and needs of ‘backyard’ travellers will differ from overseas guests at this moment in time. For example, hyper-local guests may be more interested in lifestyle amenities and elements of luxury, while those who have travelled out of their home towns will probably find joy in details like locally made produce and links with small independent businesses that don’t exist on their own doorstep. Look at other hotels that primarily target a local audience – stellar staycation retreat Birch is great for inspiration – and assess what could work well in your location and market.

Flexibility

As hoteliers will already know, flexibility is a top consideration this year, with Expedia reporting that free cancellation is more important to travellers than cost savings. Understandably, consumers still don’t feel confident spending money on plans that may fall apart at a moment’s notice. Even though many hotels are allowing guests to amend reservations right up until the day of arrival, the perceived inability to plan ahead has given rise to more spontaneous behaviour. 

Brands should look at implementing a two-pronged approach to keep bookings coming. Capturing advance bookings will require clear, transparent assurances and proactive communication so that your audience knows they will be well looked after, come what may. And to stand out to impulsive guests, it’s about reacting quickly to windows of opportunity and becoming a local guide and concierge.

The trend for flexibility also extends to the way in which travellers want to experience a stay. Flexible 24-hour check-in enables guests to maximise their time away, while ‘workcationers’ require rooms that accommodate both their business and leisure needs. With a lot of workers still fully OOO, we’re continuing to see people blending the two sides of their lives. Prospective guests need to know that high-speed Wi-Fi and a comfortable workspace set-up are in place as a minimum.

Longer stays

There are a number of reasons why longer stays are popular this year. Some people have accrued holiday as a result of being housebound for months, but with travel feeling like a more complicated undertaking these days, it also makes sense that many are inclined to do it less frequently to reduce the potential for quarantining, and so on. 

Growing interest in carbon-negative travel has also had a probable impact on the number of journeys some plan to take, as well as how far they are happy to fly. Domestic and short-haul guests are usually less ambitious with their itineraries, choosing to relax in one place rather than speed-touring around a region that they might never get the chance to return to. In line with greener behaviours, an increasingly mainstream ‘conscious travel’ movement advocates slower trips that enable us to truly take in what we see and make deeper connections.

As many people are likely to be open to persuasion, a longer-stay campaign would be well timed this summer. And if you can’t incentivise with an offer, explore how you can tap into the trend with detailed area guides and daily-changing hotel experiences that might encourage an extra night or two.

The ‘why’ 

Consumers are looking to brands to help them ‘travel better’ as the world reopens. The new wave of conscious travellers are seeking out more meaningful experiences, wanting to contribute positively to local communities and prioritising wellness over more frenetic types of trip. The intention to travel is now more considered; where to go and what to do is important, but so too are the ‘whys’, like reconnecting with family and friends, the health benefits of being in nature and the shift in perspective that breaking out of domestic routines can bring.

Following such a long hiatus, audiences are highly receptive to the emotional experience of travel. It’s both a luxury (which is all about emotion) and something that can feel more like a fundamental need. Think about the motivations for getting away, beyond straightforward whims like pool dips and nice bathtubs, to speak to a more reflective kind of traveller. With competition as fierce as it currently is, brands that inspire will be the ones that rise to the top.