Travel Trends 2023: Insights from TripAdvisor to Get More Hotel Guests

Key Takeaways:

• The travel industry is rebounding and travelers are planning longer and more trips than before, and they are willing to spend more money on travel and related expenses.
• Accommodation is a key aspect of travel. Travelers are willing to spend big on luxury hotels and experiences, especially for special occasions.
• Slow tourism is on the rise, and hotel owners can cater to this trend by offering immersive experiences and cultural connections over a longer stay.
• Online reviews are highly valued by travelers, and hotel owners must actively engage with travelers and encourage them to leave reviews.
• Excellent customer service, top-notch amenities, and personalized recommendations and guidance can leave a great impression on visitors and lead to repeat business.

As those in the hospitality industry know, the pandemic hit the travel industry hard, but there’s good news: travel is back, baby!

And it’s bigger and better than ever before. We’ve already covered some interesting trends in the hospitality industry but what about with travelers? So, how can you capitalize on this new wave of wanderlust? TripAdvisor has provided an in-depth report for us.

Let’s dive in to travel trends 2023.

In For the Long Haul

First of all in travel trends, global travelers are planning longer trips and more trips in general. In fact, 55% of people plan to take three or more trips this year alone. That’s a lot of potential business for you!

And here’s the best part: people are willing to spend more on travel than they did in 2022. That’s right, even with rising prices, demand for travel remains high. Travelers are willing to cut back on other expenses just so they can take that next trip.

This means that everything they buy related to their travels is an important investment, and you have the opportunity to capitalize on that.

But why are people so eager to travel? Well, after years of stress and isolation, travelers are craving connection. They want to see their family, friends, and the world again. And when they do travel, they want to relax and rejuvenate.

That’s right, “relax and rejuvenate” is the top travel priority for most people. So, if you can provide a relaxing and rejuvenating experience for more than half of your guests, you’re golden. Wellness retreats take note!

Now, let’s talk about spending. Travelers allocate 40% of their budget to discretionary spending, meaning they have the financial flexibility to spend money on things that make them happy.

And guess what? They’re not just spending money on flights and accommodations.

They’re also buying new clothes, gadgets, and beauty products to prepare for their trips. This means that you have the opportunity to sell more than just a room. You can sell an entire experience.

Graph by TripAdvisor

So, think about what other products or services you can offer to enhance your guest’s stay.

When it comes to accommodations, younger travelers are willing to spend big bucks on a good hotel. The survey found that one third of all travelers typically book accommodations that cost over $200 per night.

And while they’re always looking for deals, they’re also willing to splurge on accommodations for a special occasion.

So, make sure your hotel is up to par and offer some luxurious amenities to attract those high-value consumers. But it’s not just about the hotel. People are also looking for more indigenous tourism experiences when they travel.

That’s where you come in. As a hotel owner, you have the opportunity to provide travelers with insider tips and recommendations for popular destinations. You can be their personal travel guide and help them make the most of their trip.

This could include offering guided tours of the local community, providing access to exclusive events or experiences, or even offering a personalized concierge service that helps plan their itinerary for their trip.

Discovering that hole-in-the-wall cafe, going on delicious food tours or cooking classes, finding the perfect outdoor adventure, or just knowing the things they need to pack. These are the types of meaningful travel experiences today’s traveler is looking for that you can provide.

By providing this level of personalized service, hotels can differentiate themselves from their competition and ensure a truly exceptional experience.

Slowing Things Down

One of the interesting travel trends that TripAdvisor talked about was the rise of slow tourism. This is an approach to travel that emphasizes cultural connection over a longer period of time.

People no longer want to pack in as much sightseeing as possible. Instead, they wish to slow down and savor a different way of life.

This means that you have the opportunity to offer unique and immersive travel experiences in local communities to allow your guests to connect with the local culture.

Slow tourism has gained popularity in recent years, due in part to the increased acceptance of remote work, which allows travelers to try on a new lifestyle without using up their vacation days.

As many offices continue to offer remote work options, this trend is likely to continue in the coming few years.

Graph by TripAdvisor

To capitalize on this trend, hotel owners can offer packages or promotions that cater to these “slow travelers.” This could include longer-term vacation rentals at a discounted rate, access to cultural events or experiences, or even the option to work remotely from the hotel.

By offering these types of packages, destination hotels and destinations can expect to attract a new type of customer and tap into a growing trend in the travel industry.

Of course, none of this matters if you can’t attract travelers to your hotel in the first place.

That’s where marketing comes in.

Be a Market King

If you consider yourself a travel brand, the time to invest in marketing is now. You need to show people what makes your hotel unique and why they should choose you over your competitors. And don’t forget to target frequent travelers.

Expect travelers like this to not only frequent more, but spend more both before and during their trips on a variety of goods beyond travel. This presents a tremendous opportunity for hotel owners to capitalize on this trend and maximize their profits.

Remember the high number of travelers willing to splurge on accommodations for a special occasion? This means there is a significant opportunity for hotel’s marketing special packages, seasonal wellness retreats, or upgraded rooms for those looking to celebrate a special occasion.

However, it’s also important to leave travelers with a great impression. 51% surveyed said they believe a bad hotel can ruin a trip. Making this a major focus of your efforts will work best into your long-term business.

Always try to encourage tour operators and guests to leave reviews and provide feedback on their experience.

This not only helps other travelers make informed decisions about booking trips and about where to stay, but it also provides valuable insights for tour operators and hotel owners on how they can improve their services and amenities.

This means that hotel owners must ensure that they have a strong online presence and are actively engaging with their guests both before and after their stay.

From providing excellent customer service to offering top-notch amenities, there are many ways that hotels can go above and beyond to make sure their patrons have a memorable stay.

Summing Up

The travel industry is rebounding, and travelers are prioritizing their trips more than ever before.

Hotel owners have a unique opportunity to capitalize on travel trends and maximize their profits by providing exceptional customer service, offering unique and memorable experiences, catering to slow travel, and actively engaging with their guests both before and after their stay.

Finally, it’s important for hotel owners to remember that travelers are looking for guidance and recommendations when planning their trips.

Three out of four travelers surveyed said that online reviews were “extremely or very important” when making travel decisions, and more than half said that quality reviews are a key factor in whether or not a resource is useful.

Being a source of value to more travelers means more business and better reviews in the year ahead.

By doing so, hotels can differentiate themselves from their competition, attract new customers, and ensure a truly exceptional experience.