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  Catalysts for Change: 5 Innovative Ways Hoteliers Can Adapt to Today's Travelers

Amadeus is passionate about travel and we know our partners are too. That’s why our latest report shares some great news on the global travel rebound, as well as some real takeaways for hoteliers looking to innovate and stay ahead of the curve by putting the traveler at the center of everything that they do.

Our new report, Catalysts for Change: Building the Hospitality Ecosystem of the Future finds that travel is on the upswing. The latest data from Amadeus’ Demand360® reflects this, with on-the-books global hotel occupancy rates for H1 2023 trending above 2022 and 2021 levels, and just 3 points behind those seen in 2019. In addition, global hotel average daily rates (ADR) are already above pre-pandemic levels.

But the hospitality industry of 2023 is not that of 2019. In Catalysts for Change, experts throughout the travel and hospitality sector share how traveler expectations have shifted over the last few years.

Today, personalization tops the agenda, with travelers seeking customizable offers when it comes to booking travel. In addition, flexible and sustainable journeys, and the support of modern digital tools are also high on the traveler wish list.

Fortunately, with the right technology in place, hoteliers and travel providers can stay connected with a more collaborative travel ecosystem, to create a truly personalized and sustainable travel experience throughout a traveler’s journey. Here are five ways the most successful hoteliers will adapt to better serve travelers of today and tomorrow:

1. Power revenue and marketing strategies with forward-looking data

It’s a competitive world out there, but having access to the latest business intelligence solutions enables hoteliers to identify booking trends, optimize rate strategy, and track forward-looking market insights. This intel can help launch effective and uniquely tailored digital media campaigns across all channels. Now, hoteliers can launch more precise revenue management and marketing strategies without the guesswork or reliance on historical data.

2. Personalization is a must

Personalization remains a key driver of change in hospitality, with guests expecting stays to reflect their preferences more accurately.

So why only sell a hotel room if you can also offer tailored packages, promotions, in-destination activities, and more? It’s never been easier for hotels to stay connected to guests by sending proactive communications before, during, and after their stay. Not only does it give hoteliers new upselling and loyalty opportunities, but it helps guests have the experience of a lifetime not just on the hotel property, but from door-to-door.

3. Offer digital and contactless experiences

The pandemic normalized digital and contactless experiences throughout our lives. Hoteliers will find continued interest in app-based room keys, mobile payments, and voice on-command technology that can help tech-forward and health-conscious guests who want to avoid touching things whenever possible. Travelers may want to call for assistance, or even play music, watch shows, set alarms, or request more towels and personal hygiene items in a contactless manner.

Virtual cards are also an exciting area of growth, allowing for easier reconciliation for corporate travel managers, while reducing the expense and reclaim burden on travelers after their trip. There are many opportunities for innovation here.

4. Automate daily operations

With sustainability and personalization top of mind for guests, automated daily operations offer opportunities to efficiently manage guest requests, simplify housekeeping management, and improve sustainability efforts all while reducing operational costs. It’s also a great way for hoteliers to ensure guest satisfaction even with ongoing labor shortages.

Sales and catering software can also help efficiently prospect and manage group business at a time when meetings and events are returning with a vengeance. For properties with smaller meeting spaces and no dedicated sales staff, technology can also help with meeting distribution, allowing any unused inventory to be sold online to planners – no RFP required.

5. Support end-to-end journeys

In an industry that’s been historically fragmented, we are bringing hospitality technology together, providing hoteliers with integrated solutions that allow for deeper insights into guests and more sophisticated functionality to proactively meet their needs.

This is why the Amadeus Hospitality ecosystem combines content and services across hotels, mobility, and travel protection. It enables the most comprehensive set of content to be available to travel sellers to drive sales and for travel providers to maximize revenue – with the traveler set to benefit.

Clear demands for change can be heard across the hospitality industry in the post-pandemic era, and companies are rapidly stepping up their response. From travel sellers to travel providers, businesses are abandoning historical practices in favor of providing seamless, flexible, and personalized offerings with the traveler in mind.


If you want to learn more about today’s travelers and discover how they are catalysts for change in the hospitality sector, download the full paper: Catalysts for Change: Building the Hospitality Ecosystem of the Future.


Peter Waters

Peter Waters - EVP Hotel Solutions, Hospitality, Amadeus . Connect with Peter on LinkedIn.