How new tech and deeper data insight is set to change the way hotels sell rooms, with more customised options expected.
The days of traditional hotel room types could be numbered as travellers expect more customised and personalised options when choosing the in-room services they want.
This trend is one of the main findings of a new report from travel technology firm Amadeus and InterContinental Hotels Group (IHG), entitled Drivers of Change in Hospitality, which looks at how new technology will shape the global hotel industry.
Hotel firms will have to adjust to new consumer expectations when it comes to giving guests flexible room options such as swapping a desk for a yoga mat, streaming their own content through in-room TVs, or requesting a room on a specific floor or with a particular view.
The report says the majority of consumers (61%) would prefer rooms to be priced to allow them to add bespoke in-room and service options.
This will lead to “attribute-based” bookings with guests selecting individual room components.
It will also open up new selling models where guests can “book a room for a length that suits their needs rather than a traditional overnight stay”.
Amadeus and IHG worked with US-based Cornell University and consumer trends specialist Foresight Factory on the report, which involved a survey of 7,500 consumers across 12 major tourism markets, including the UK. It reveals guests are increasingly willing to share more data and insights about their behaviour and preferences to ensure a more “seamless” travel experience.