Embracing A Digital 2025: 5 Trends To Talk About

Discover the top 5 hospitality trends shaping 2025, from digitization and personalization to sustainability and employee well-being. Learn how hotels can adapt and thrive in the evolving landscape.

Digitization and changing guest expectations—the two buzzwords have been featured in New Year prediction reports for the last decade, if not longer. Every year, hospitality businesses are predicted to digitize more than ever before, and this has largely been the case. While the pace is picking up for those who understand the importance of digitizing the guest experience, there is still a long way to go.

That said, while digitization continues to be a top priority for keeping up with the changes, personalization and staffing solutions are now almost as critical. Fortunately, hotel tech and digital solutions can help with many of these trends effectively.

In this blog post, we’ve compiled some key directions the hospitality industry will likely head in and made some educated guesses about what 2025 might look like. While digitization remains a central theme—and likely tops the list—we’re treating it as an overarching concept that influences every trend rather than a standalone item. Because we think it should be in every strategy going forward, not a goal but a tool.

Personalization

Tailoring your services to customers has always been an excellent competitive edge, but it has never been this necessary to keep up with the guest's expectations. Now, every guest, regardless of their segment, expects their guest experience to be a "pick and choose." Not everyone is interested in a one-size-fits-all itinerary or dining choices. Guests value diversity, and hotels are expected to deliver variety in almost every aspect of the guest journey.

But how do you know what guests want? This is where guest data comes into play. Hotels can gather guest data through tools like CRM systems, booking engines, in-room tablets, mobile apps, PMS integrations, and many more. These tools capture preferences, behavior, and feedback across touchpoints.

Tools like in-room tablets and mobile apps are the best way to personalize the guest experience, allowing them to tailor their stay by adjusting room settings, selecting amenities, scheduling late checkouts, or skipping daily housekeeping.

But, of course, there are many other tools that can enhance personalization:

• CRM Systems: Tools like Smart Host CRM and Hapi track guest preferences, booking history, and behavior to enable personalized services.
• AI and ML: Platforms like IBM Watson AI analyze guest data to automate personalized recommendations, pricing, or marketing.
• In-Room Tech: Solutions like SuitePad, Crave Interactive and Duve offer tablets or apps for guests to customize their stay, order services, and access content.
• Personalized Communication: Platforms like HubSpot or Mailchimp automate emails and messages tailored to guests’ preferences throughout their stay.
• IoT Devices: Smart solutions like Honeywell Inncom let guests personalize lighting, temperature, and entertainment.
• Feedback Tools: GuestRevu and TrustYou collect real-time feedback to refine personalized services.

Technology Helping Employee Wellbeing

The next trend is one that won’t surprise anyone familiar with the hospitality industry. It’s no secret that staffing shortages have been a major challenge for the hospitality industry for over a decade. Hotels everywhere are feeling the strain, and it’s clear that supporting staff well-being—especially through better work-life balance—is more important than ever.

Looking ahead to 2025, we expect hotels to look closer at how they can make work more sustainable for their teams. This could mean offering flexible schedules, job-sharing options, or better support systems that help employees balance their personal and professional lives.

Technology will also play a big role in easing the pressure. Automation tools, such as task management platforms and self-service kiosks, help reduce repetitive tasks and administrative burdens. In-room tablets, mobile apps, and all-in-one platforms can streamline operations, allowing staff to focus on delivering meaningful guest experiences rather than being bogged down by time-consuming tasks.

Contactless and Automated Guest Experience

Almost 75% of guests prefer contactless check-in over an in-person one. This number would have been unimaginable to any hospitality expert 20-30 years ago, given the fact that hospitality was and is about human connection and interaction. 

However, with the introduction of advanced technologies that make hotel operations much easier, hotels can now automate their routine tasks without sacrificing the essence of their business. This is a win-win for both the hotels and the guests. As hotels automate repetitive check-in tasks and reduce routine questions, staff can focus on meaningful guest interactions while guests enjoy more flexibility during their stay. With AI technology becoming more common, the potential for these innovations is limitless, and only time will reveal how they’ll shape the future of hospitality.

For now, these tools are available to hoteliers:

• Mobile Check-In/Out: Tools like Opera Cloud PMS streamline digital check-ins and check-outs for a seamless guest experience.
• Digital Room Keys: Solutions like Assa Abloy Mobile Access enable secure smartphone-based key access.
• Self-Service Lobby Screens: Products like SuitePad Lobby Screen offer convenient independent check-in options in hotel lobbies.
• AI Chatbots: Tools like HiJiffy automate FAQs and real-time guest assistance through AI-driven chat solutions.
• Contactless Payments: Systems like ORACLE Simphony POS support contactless payments.
• Automated Pre-Arrival Messaging: Platforms like Revinate collect and manage guest preferences before arrival to enhance personalization.

Sustainability as a Core Strategy

Sustainability is no longer just a nice-to-have; it’s becoming a key focus for hotels looking to stay competitive and align with evolving guest values. Travelers increasingly prioritize eco-friendly practices, with 76% planning to choose accommodations with reputable third-party sustainability certifications. Travelers are increasingly prioritizing eco-friendly practices, and hotels must adapt by offering greener options throughout the guest journey.

Hotels are stepping up by offering greener options throughout the guest experience. This means saying goodbye to single-use plastics, using energy-saving tech, and giving guests choices like skipping daily housekeeping to save resources or enjoying meals made with local, seasonal ingredients.

Technology makes it all easier. Smart tools like energy-saving thermostats and digital guest communication platforms help cut down waste and boost efficiency. Sustainability isn’t just good for the planet; it’s good for business too, improving reputation and saving money. As we head into 2025, green practices won’t just be a nice touch—they’ll be the new normal.

Bonus Trend: Gamification

For this bonus item, we decided to consult one of the most innovative tools shaping 2025 and beyond: AI. When we prompted ChatGPT on what would be an unexpected one, this was its response: 

By 2025, hotels are expected to use gamification to boost guest engagement and loyalty. This involves adding game-like features such as points, challenges, and leaderboards to routine services. For example, loyalty programs could reward guests not just for staying but also for using services like the spa, dining, or activities. Points might unlock discounts, badges, or exclusive perks, while leaderboards could encourage participation with prizes like room upgrades or free stays.

The idea of hotels using gamification to boost guest engagement and loyalty is interesting, but there are some real challenges. Unlike industries like fitness or retail, hotels cater to a wide range of guests with different expectations, and not everyone will find gamification appealing. Business travelers or luxury guests, for instance, might see it as out of place or distracting.

Plus, implementing gamification isn’t cheap. It requires new tech, staff training, and system integration, which could be a tough sell for smaller or budget-conscious hotels. There’s also the risk that the novelty could fade quickly if not done well. While some hotels may succeed with it, gamification might remain a niche strategy, mostly appealing to younger, experimental travelers. 

With that being said, this trend has some merit for larger hotels and chains because they have the resources to make gamification work. With bigger budgets and access to guest data, as well as manpower, these types of hotels can invest time and money to turn this trend into a valuable tool for engagement and loyalty.

Conclusion

As we mentioned earlier, the hospitality industry is incredibly diverse. Every hotel is unique as well as its guests. So whenever a trend emerges, hotels should calculate and plan their strategies to be tailored to their needs and target audience. Hotels should conduct behavioral analyses of their guests and determine their positioning strategies. 
However, one thing stays relevant for most, if not all, hospitality businesses. That is the importance of digitization and being aware of the impacts it can have on operation and guest satisfaction, regardless of the size.

_{Published on 19 December 2024}