As a travel writer, it’s been difficult to write about a magnificent part of our lives that has been curtailed and modified travel for almost two years. But today Hilton released a global trends report unpacking how the pandemic changed people.
The 2022 Traveler: Emerging Trends and the Redefined Traveler, a Report from Hilton shows how in two years, people’s lives were dramatically altered and in some ways radically changed.
Four themes summarize the traveler in 2022:
- People seek efficiencies: People will be looking for conveniences in their travels as well as their lives, like contactless check-in and check-out and digital keys.
- Wellness will expand: With a reimagined workplace and new routines and habits in place, travelers will seek for more grounding and balance in their travel schedules.
- Passions will lead to refined tastes and preferences: Demand will increase for fitness, culinary options and unique travel experiences.New and refreshed hobbies are leading to a more informed, sophisticated, and, often, more healthy 2022 traveler.
- Caring has strengthened: Reunion and reconnection travel will be increasing in 2022. Travelers are also expected to care more about sustainability and community efforts — and will remain loyal to brands, companies and organizations that align with their values.
“The pandemic’s impact on the travel industry has been well documented. However, it’s equally important to recognize the psychological impact the pandemic had, and will continue to have, on travelers for years to come,” said Dr. Kate Cummins, Psy.D, a clinical psychologist who recognizes travel as an important component of mental well-being. “The traveler may have changed, but the benefit of travel remains the same — increased emotional health and wellness, and after a tough two years, that’s something we all need.”
The report highlights dozens of travel and behavioral trends. Along with other hotel chains, Hilton — company that has welcomed 3 billion guests in its more than 100-year history — has had to evolve, dealing with areas including:
- Fitness: App workouts and new fitness routines have changed people’s approach to exercise on-the-road.
- Spa: A focus on wellness is evolving the spa, as well as the holistic hotel experience.
- Food and beverage: The sourdough bread trend of 2020 has evolved into more demand for culinary adventures; (and changing tastes: tequila sales are dramatically outpacing the pre-pandemic bar shelf leader, bourbon).
- Sustainability: How lockdown has driven a renewed passion for a healthy planet, from cooking in solar ovens to exploring using electric-assist bikes,.
- Design: DIY improvements and working from patios is changing people’s perspective of hotel design.
- Amenities: The rise in pet ownership during the pandemic is leading to increased interest in pet travel, and the development of hotel dog parks, pup perks and more.
- Loyalty: The increase in loyalty programs — across all sectors — is leading to better personalization and benefits to customers.
“The world — and the hospitality industry — went through so much in the last two years,” said Chris Nassetta, president and chief executive officer at Hilton. “As we look to the future, I am optimistic about what lies ahead — travel is certainly returning, and we’re excited to build on that momentum.”
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November 04, 2021 at 10:48PM
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New Hilton Report: The Pandemic Changed Travel Trends, And People - Forbes
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