Picture this: A digital nomad in the United States is looking for a place to stay in Barcelona. They need to keep costs in check and accommodations with good WiFi so they can work while traveling. To find it, they scroll through TikTok for the best neighborhoods to stay in the city and find Gràcia, a popular residential neighborhood. They decide to stay at an Airbnb and, upon arrival, find the following phrase written on the wall at the entrance:“ Tourists, go home!” Although hypothetical— but based in verisimilitude— this scenario outlines one of the
|
prominent factors impacting hospitality today and, by extension, hotels: evolving booking patterns driven by AI and social media content and tourism backlash in high-traffic areas, as mass tourism strains life for local residents.
It’ s just one trend put forth in Deloitte’ s“ The Future of Hospitality” report, along with more economic strains, including capital constraints, supply-chain disruptions and tariffs and ongoing labor-pool shrinkage.
To respond to these challenges, Deloitte presented six imperatives it believes can help hospitality providers stand out and succeed.
|
HOTELS explored these in depth with insights from Matt Josephson, U. S. hospitality leader at Deloitte.
➊ Demand capture through innovation and diversification Gen Z, pet travelers or budget-conscious travelers are some of the niche customer segments that can be targeted with differentiated offerings through tools like AI-powered segmentation and dynamic pricing tiers or subscriptionstyle payment options.
Thinking outside the box is what could get hotels ahead of the curve. Expanding into adjacencies, such as new
|
locations, pre-and post-trip services and destination-led food and beverage, as well as testing new concepts without long-term investments through pop-up hotels or experiences, can be proving grounds for tailored offerings. Additionally, hospitality companies can partner with major cultural or sporting events to bundle accommodation with experiences like meet-andgreets with performing artists.
➋ Activate AI-driven travel experiences AI is everywhere in the conversation, but knowing where it actually delivers the fastest and most meaningful
|
70 hotelsmag. com Mar / Apr 2026 |