It's all about experience

After the blow of the pandemic, the hotel sector is reviving. International travel is not quite back yet, but I am confident that we will match and even exceed 2019 levels, both for leisure and business travel. The optimism I see in our industry gives me great pleasure. Hotels are massively pulling the card of innovation, which is reflected in a number of trends.

The most remarkable phenomenon is the experience economy. People travel with a purpose, looking for a unique experience and an authentic story. Just staying overnight in a hotel, they no longer do. Guests today expect a specific service and experience, where sleeping is part of a bigger picture. They want to be treated in the way they envisaged and, as a result, they increasingly judge the hotel on atmosphere, ambiance and other emotional aspects. 

Experience is also becoming more important in terms of food and drink. Hotel restaurants are offering a concept more often. As a result, not only hotel guests but also other people are increasingly eating in hotel restaurants. Something they didn't do before because it was a hotel in the first place. Abroad, however, it is quite normal to eat in a hotel because the concept is good there. We notice that this trend is spreading to Belgium. Hotel dining is making a complete comeback, a breath of fresh air.

Another component of experience is hotels' increasing focus on digital nomads and remote workers. Many people have been working remotely since the pandemic, and hotels are responding to this by creating flexible workplaces and coworking spaces. A final aspect I want to touch on in this context is the rising popularity of hotel boutiques. It is the way to surprise guests with local products or items made by local producers and designers. This too is part of their overall experience at the hotel. 

I realise that the term experience is being bandied around. But it is incredibly important in the hotel business: the sector par excellence to stimulate all the senses and release emotions. Let your guests experience your vision, during every contact. Create a unique and genuine story. Go for the wow effect, so they remember your hotel for a long time and feel like coming back.■

Joeri Beusen
VP / Head of Development & Franchise Accor Hotels BeNeLux