It goes without saying that COVID-19 rocked the hospitality industry in 2020, and will no doubt continue into 2021 and beyond. The industry has endeavoured to evolve and adapt to this ‘new normal’, and these changes will be some of the major trends that we will see in the industry in the coming year.
Alongside the changes brought on by the pandemic are other societal changes that we can expect to come to the fore this year. Emphasis on sustainability is among these changes and a new generation of customers as Gen Z becomes more dominant within the hospitality market.
1 – Enhanced Hygiene
In 2020 the hospitality industry was quick to adapt and implement enhanced sanitation and safety procedures. Companies will look to build on this in order to reassure their customers that their safety is of the utmost importance. Implementing new cleaning protocols, introducing one-way systems, partitions, and sanitizing stations as well as enforcing the use of masks being among some of the steps taken to ensure that customers feel safe to return.
2 – Use of Outdoor Spaces
With the virus less likely to be contracted outdoors, 2020 saw a shift in the amount of time we spend al fresco. In 2021 venues will look to utilise outdoor spaces to enable dining, meetings and recreational activities to take place outside, and incorporate the outdoors into the guest experience as much as possible.
3 – Touchless Technology
Advances in technology paired with a need to minimise touchpoints in hotels, restaurants, cafés and other hospitality venues will see the rise in use of touchless technology. In 2021 use of mobile apps, QR codes, mobile keys and other touchless ordering and payment solutions will be important in order to reduce the spread of the virus in hospitality venues.
4 – Contactless Food & Beverage
The ability to provide food and beverages with minimal contact is paramount to the success of restaurants, pubs, cafés and others. In 2021 more venues will adapt to offer collection, delivery and meal kit options in order to avoid complete closure during periods of increased restrictions. Where customers are able to dine on-site as restrictions lessen, QR code menus and online payment options will become more prevalent.
5 – Added Flexibility
2021 will be the year for airlines, hotels, restaurants and others to provide their customers with added booking flexibility. Companies will endeavour to gain customer trust with flexible cancellation policies and extensions of voucher validities in order to give consumers the confidence to book despite uncertainty about future restrictions.
6 – Combining Work & Leisure
Many travellers will be looking to combine work and leisure this year as remote working prevails. Fast wi-fi and work-friendly desks will be important in enabling easy transition between leisure and working space for visitors as the novelty of working from home wears off.
7 – Staycations
The pandemic has seen a rise in the number of holidaymakers who opt to keep their travel within their own country. Travel restrictions, budgeting and environmental reasons have led to vacationers looking closer to home for their holidays.
8 – A New Generation of Customers
Millennials have been the target customer group for hospitality venues in recent times, but as many of this generation reach mid to late 30s, the focus has shifted to the younger generation – Generation Z. This natural progression has been sped up by the pandemic. With the death rate in this younger generation being so low, it is understandable that they feel more comfortable continuing to eat out and booking holidays when restrictions are lifted, thus making them a focus customer group for hospitality companies. With a rise in the buying power of Gen Z comes a shift in focus towards more environmentally conscious hospitality.
9 – Sustainability
Awareness about the impact on the environment has increased and travellers and diners look to limit this with their choice of holiday destination, hotel choices and restaurants. 2021 will see a focus on reducing food waste, avoiding disposable plastic usage, reducing energy usage, choosing ethically produced products and of course a continuation of the increase in vegetarian and vegan options seen in recent years.
10 – Local Produce
The growing focus on environmentalism parallels the growing call for locally sourced products. Consumers are looking for ways to limit their environmental impact as well as support farms and businesses more locally. As a result, farm-to-table products are becoming ever more popular and 2021 will see a shift towards hospitality venues endeavouring to provide more locally authentic experiences.
Overall, 2021 will be the year of adapting for the hospitality industry – to find new ways to thrive in an uncertain world and define a ‘new normal’.