Each year, fluctuating industry trends influence how hospitality businesses connect with consumers and promote their products. To help hotel and venue professionals keep up, Cvent’s Supplier and Venue team conducted thorough research to identify which meeting, event, and hotel marketing trends you need to know about in 2024. From digital innovations and technological advancements to shifting consumer preferences and rising costs, we determined which trends will impact hotel operations, revenue management, and sales strategies this year and beyond.
Discover which hotel marketing trends to watch this year
This guide explores the most prominent trends shaping our outlook in 2024. As we review the most significant trends shaping travel this year, you’ll learn more about the impact hotel marketing trends can have on each level of hotel operations. As we explore the latest hospitality trends and consumer data, you’ll uncover tips, tools, and best practices you need to make the most of 2024’s biggest trends, including:
1. Rising costs
Prices continue to increase and impact every hotel level, from brand and property management to consumer spending habits and travel preferences. We’ve seen groceries, subscriptions, and other daily expenses rise, and hotels can expect to see the same. Hoteliers will see increased costs reflected in almost every expense category, including hard and soft goods, installation costs, staffing expenses, energy usage, and marketing costs.
Cvent’s Planner Sourcing Survey for North America found that 82% of planners expected costs to continue going up, with 42% of respondents stating that cost mitigation is a significant factor in their current and future planning priorities. Due to rising expenses, event planners, travelers, and hoteliers are working hard to reduce waste, optimize efficiency, and stretch their budgets further. Get ahead of surging costs by—
- Building enticing offers that incentivize planners to book at your hotel.
- Monitoring resource usage and instituting waste reduction strategies.
- Creating targeted marketing that earns more from every advertising dollar spent.
- Highlighting the value and service level you offer for the price.
2. Shifting workforce demands
The American Hotel and Lodging Association (AHLA) estimated hotel staffing levels would eclipse early post-pandemic levels in 2023, employing almost 2.1 million people and eclipsing 2022 levels by 7.4%. However, Indeed showed 70,000 available hotel jobs still open in December, with many of the newest workers lacking hospitality experience, causing a disconnect between planners and suppliers. Although staffing levels are improving, increased travel and shifting workforce demands have left many hotels needing to rebuild meaningful relationships.
24% of Sourcing Survey respondents ranked having an existing relationship with hotel staff as one of the top three factors influencing their venue sourcing decisions. As a result, hotels with newer workforces or weaker reputations may struggle to maintain and grow valuable partnerships. Build trust and foster stronger planner relationships this year by—
- Building a transparent booking process.
- Opening more communication channels.
- Quickly responding to leads, inquiries, and planner requests.
- Incentivizing and rewarding repeat business.
3. Growing bleisure opportunities
The pandemic spurred significant changes in how we do business, with virtual events and work-from-home becoming the norm. Although we’re now operating in a primarily post-pandemic world, hybrid work policies and the digital nomad lifestyle are here to stay. In a continuing effort to make up for all the pandemic-related movement limitations we experience, workers are fitting in memorable and exciting new experiences anywhere possible, leading to a sharp incline in bleisure travel (business + leisure).
The continued growth of the bleisure market demonstrates shifting consumer preferences and their desire to stay at hotels that offer flexible workspaces and exciting leisure opportunities. 61% of travelers responding to an American Express Global Business Travel and CULTIQUE survey confirmed that they would support policies that promote mixing business and leisure travel, such as offering extended stays or allowing family members to join.
Capture more bleisure business with targeted marketing campaigns that promote tech-friendly hotel amenities, flexible onsite workspaces, and things to do nearby. Widen your network capacity and strengthen cybersecurity measures to ensure guests can conduct business safely during their visit. Create exciting packages that give guests more memorable all-in-one stay experiences, like a three-night stay with breakfast and local attraction tickets. Consider offering additional night discounts to upsell extended stays.
4. More automation
With 67% of hotels reporting a staffing shortage in February 2024, Autonomous Guest Engagement Systems (AGES) play a pivotal role in day-to-day operations for many properties. In addition to helping lodging partners cross into the digital age, AGES helps hotels operate more efficiently by providing personalized, automated guest service, enabling teams to scale their services more effectively.
Identify automation opportunities at your hotel to help every department keep up with the fast-paced, low-staffed industry environment. Invest in automated communication, information, and entertainment-based services, like:
- Management tools
Automate inventory and rate management, energy usage monitoring, employee scheduling, and other hotel management procedures. Improve hotel operations and simplify revenue management activities by automating time-consuming tasks.
- Real-time analytics
Automated business intelligence software supports data-driven hotel growth. Real-time data analysis and forecasting enable sales and revenue managers to identify need dates, high-demand periods, rate opportunities, and more.
- In-room technology
Automated in-room devices, like Bluetooth speakers and smart TVs, benefit hotels and guests. Reduce energy consumption and improve the guest experience by allowing travelers to connect guestroom technology seamlessly, allowing visitors to continue streaming (e.g., Netflix, Spotify) their favorite show or playlist right where they left off.
Whether saving time, reducing manual entry errors, improving hotel security, or updating inventory, automation allows hoteliers and staff to spend more time where it matters most: with customers.
5. Expanding sustainability initiatives
When sourcing hotels and event venues, sustainability has become an increasingly important factor for travelers, planners, and corporations. Data from a recent Expedia Sustainable Travel Study showed that as many as 90% of consumers actively seek more sustainable travel options, a trend we anticipate continuing well beyond 2024. Travelers are committed to reducing hospitality’s impact on the environment by booking with properties that promote—
- Waste reduction: Usage monitoring systems, automatic water cut-off tools, energy-efficient light fixtures, and solar power are just a few resources hotels can use to minimize their environmental impact.
- Smart amenities: Smart thermostats, air filters, lighting systems, and other eco-friendly amenities limit consumption and help cut costs. Program sustainable hotel systems to dim the lights when a room is empty, reduce HVAC reliance, and automatically filter allergens from the air.
- Hotel initiatives: Promote hotel initiatives and encourage guests to participate by demonstrating their impact on hotel sustainability goals. Encourage visitors to reuse towels and show how it could positively affect hotel water usage, or install water bottle filling stations instead of vending machines.
Hotels that implement sustainable business practices can capture more business while reducing waste, mitigating expenses, and reducing their carbon footprint. Because of the clear benefits and strengthening consumer desires, going green is no longer an option for most hotels; it’s necessary. Sustainable hotels are the future of hospitality.
Your exclusive guide to sustainable meetings
6. Increasing accessibility demands
Expanding digital and physical accessibility will be a major driver for hoteliers and industry professionals this year. Whether reserving a room, group block, or meeting space, planner feedback reveals their growing desire to easily access all the booking information they need online—without help from a hotel representative. Our research indicates a diminishing willingness to collaborate with employees as the desire for fast, easy booking grows. To stay ahead of changing travel patterns and engagement preferences, hotels should strive to make their property more accessible to everyone, including in-house guests and digital visitors.
- More physical accessibility
Install digital hotel technology, like interactive kiosks, to help assist guests and prevent long front desk lines. Instead of waiting in a long line to check in or get directions, digital concierge services help guests access hotel information quickly while reducing lobby congestion. Invest in upgraded amenities like guestroom tablets, touchscreen menus, and integrated apps, which allow guests to make requests and access hotel services faster.
- More digital accessibility
Revamp your digital presence and optimize hotel SEO to make your content easier to find. Create engaging venue listings with virtual tools that show off what your property has to offer, like event diagramming tools. Cvent’s Event Diagramming software provides an immersive virtual booking experience, allowing remote planners to visualize what their event will look like in your space without ever completing a site tour. Additional tools, like automated RFP responses and Instant Book, increase remote hotel accessibility, simplify sales, and speed up the booking process.
Add new communication channels to expand accessibility even more. Hotel text messaging, chatbots, and virtual assistants enable every guest to access assistance when needed, even if there’s only one employee at the desk.
7. More focus on visual/interactive content
Data shows that hotels prioritizing interactive and visual content early in the sourcing process are more likely to capture planners’ attention and win their business. Visually captivating marketing content grabs attention, with over 53% of Planner Sourcing Survey respondents ranking videos and images among the top three influential factors impacting early sourcing decisions. 51% of respondents ranked floor plans and event diagrams as highly.
Implementing a variety of digital touchpoints throughout the sourcing process helps keep planners more engaged. Walk through the sourcing process that planners reviewing your hotel might experience. Put yourself in their shoes. Pinpoint opportunities to incorporate visual content, such as colorful images or video ads, and interactive tools, like virtual property tours or live event diagramming software, that show off your venue in photorealistic 3D.
8. Increasing presence of AI
Artificial intelligence (AI) will continue influencing hotel operations, sales, and event management. Many industry experts view generative AI as one of the most disruptive forces facing hotels. Whether using AI to automate payment processes, personalize guest recommendations, streamline behind-the-scenes procedures, or optimize revenue management strategies, properties that employ AI have a leg up on less advanced comp sets.
From opening new communication channels to launching more targeted marketing materials, AI grants hotels the marketing tools they need to—
- Leverage predictive analysis. Anticipate demand trends across travel segments, predict group sales potential, and implement proactive pricing strategies based on valuable, real-time market data.
- Take over repetitive tasks. AI can take over repetitive tasks like lead generation, data entry, and rate loading. This enables sales and service staff to focus on rebuilding relationships and spending time at work more productively.
- Personalize guest recommendations. Give guests what they want from a hotel with AI-driven personalized recommendations based on their booking history, behavioral patterns, and other helpful data points.
- Optimize hotel pricing strategies. Move to a dynamic pricing model based on occupancy, demand, and more. Use AI-powered tools to publish rates, enforce booking policies, or add length of stay restrictions based on demand and seasonality.
Properties that hesitate to utilize the power of AI will struggle to keep up with competitors who embrace the technology. Identify how artificial intelligence can help your property reach more consumers, pump up productivity, and plan for the future.
9. Stronger partnerships with CVB’s
Increasing bleisure travel and growing demands for memorable travel experiences have left destinations battling to gain the attention of would-be bookers. Lesser-known locations may not have a notable online presence, making it harder for destination travelers to find hotels or other points of interest.
Contact your area’s destination management organization (DMO) or Convention and Visitors Bureau to advertise your destination. These travel partners work to drive travelers, businesses, and visitors to your area, powering the local economy and the companies operating in it.
Partner with CVBs to create compelling marketing campaigns and entice individuals, corporate planners, travel agents, and other bookers to choose your location for their next event. Promote what makes your destination unique and why it’s the perfect location to host various events and traveler types.
Action Item: Partner with destination marketing managers in your area to connect with more actively sourcing planners. Create affordable event packages that don’t skimp on the experience.
Frequently asked questions about hotel marketing trends
For more information about hotel marketing trends affecting properties worldwide, check out some of the most recently asked questions about advertising trends below:
1. What trends are affecting boutique hotels in 2023 and 2024?
Boutique hotel travel trends align with major leisure travel trends, highlighting a preference for local and immersive experiences, loyalty programs, and video content that shows prospective guests what they can expect in advance. Boutique hotels can prepare by forming networks with local businesses and attractions in the community.
2. Is daily room demand expected to rise in 2024?
Daily room demand continued to increase in 2023 as the desire and demand for travel do the same. Costar predicts the average daily demand for hotel rooms will reach its highest levels in 2023. This trend should continue into 2024, with ADR and occupancy both expected to grow.
3. What sustainability tools are trending in 2023 and 2024?
Hotel sustainability efforts are growing globally as tourism's environmental and long-term impacts (and other industries) become more well-known. Properties of all shapes and sizes participate in various sustainability initiatives and implement sustainable hotel solutions, like smart thermostats, bottle refilling stations, and recycled in-house products. Some of 2023’s most popular sustainability solutions include hotel automation, renewable energy, and air-source heat pumps.
Incorporate 2024 hotel marketing trends into your action plans.
In addition to changing marketing techniques, hotels constantly grapple with meeting, media, and technology trends influencing the industry. Keep an eye on changes in your market to develop more informed, proactive hotel management strategies. Prepare for unexpected market fluctuations by exploring 2024 trends in the events industry and their potential impact on your business.
