Trends shaping the hospitality industry
Op-Ed: What's shaping the hospitality industry for consumers today and beyond?
According to ATYPICAL founder Cam Northway, the trends shaping the hospitality industry for the consumer today have changed, and what has been deemed important has now pivoted.
Mr Northway has identified five areas he sees as setting the pace for today’s industry, a solid understanding and implementation of which will better prepare businesses in the future.
Holistic Hospitality
Over recent years, the wellness industry has transformed into a booming trillion-dollar market, and hospitality operators are well-positioned to take a piece of the pie by incorporating health and wellness experiences to their business.
Outside of spa amenities and in-house holistic offerings, a key part of this emphasis is providing a gateway for guests to feel connected to nature, allowing them to be calm, grounded and rejuvenated. From interior design being more raw and organic to indoor-outdoor recreational areas and dining options to having a more conscious approach to your restaurant food and drink.
In the past, a substantial section of the hospitality industry with hotels was made up of unhealthy food and drink, however, there has been a cultural shift with consumers becoming more aware of the things they are putting in their bodies, leading to an increase in demand for healthier, organic options. Operating more holistically is about connecting with all the senses, and nourishing the body and soul.
Workcations
A hybrid of business and leisure, the ‘bleisure’ boom has created an opportunity as consumers are increasingly seeking experiences that allow them to work remotely. Hospitality operators and hotels are doubling as make-shift offices for not just travellers, but locals seeking a change in work environment too, enabling space to capitalise on the trend and adapt their offering to meet the needs of this emerging segment.
As a starting point, F&B venues can introduce a more relaxed approach to dining during the day with a cafe-style menu, specific set-ups designed for meetings and remote working, fast wifi and ample power sockets.
Luxury Essentialism
There’s a new luxury consumer in town – they’ve shifted away from the wasteful extras that traditionally have filled hotel rooms.
Gone are the days of mini, plastic everything – this luxury essentialism is seeing guests prefer a stripped-back approach with the philosophy of creating a higher degree of satisfaction by offering less, but better. From artisan bottled cocktails in the mini bar, in-room gourmet snacks from local suppliers and high-quality brands.
Creating Purpose
A new hospitality trend defining the future is that tomorrow’s consumer is opting to choose hotels and businesses that have purpose. Not only are people becoming more aware of the impact of consumption and travel, but they are becoming increasingly interested in investigating the roots of their destinations and locales too, opting to funnel their spending into businesses that do-good.
From supporting minority groups, charities, the local community and promoting company culture, F&B operators should seek to invest in local suppliers and initiatives that are aligned to these values. From celebrating themed events on-site for various cultures and demographics such as Black History Month, International Women’s Day and Mardi Gras, to food donations and commercial partnerships with female-founded or local brands. Corporate philanthropy should be an ongoing part of your strategy.
Sustainability Matters
All around the world, consumers are becoming increasingly concerned with environmental issues and sustainability – having complete transparency on how your business is behaving ethically is no longer a nice to have, but a need to have.
Examples of this include restaurants promoting their zero-waste philosophy, incorporating vegetarian and vegan options, making use of smart light bulbs and smart heating to save energy, eradicating plastic and using more sustainable materials.
Operating sustainably is all about having the right mindset from the very beginning – from the architecture, design and humanity of how you operate – sustainability should be an integral part of the entire process and not something you “add on”.
Cam Northway is founder and Managing Director of Sweet&Chilli, a globally renowned drinks brand activation, liquid development and hospitality training consultancy operating across Australasia, UK and the US; Cocktail Porter Australia and UK, a premium bottled cocktail and DIY cocktail subscription service; co- founder of Bondi restaurant and bar Rocker and amongst a number of other fully owned start up businesses. For the past twenty years, Cam has immersed himself in the world of hospitality and found a niche to make his own, helping bring to life the vision of high end restaurants, bars, hotels and drinks brands around the world. He has worked alongside major global brands to deliver exceptional results becoming an integral part of their business. A deft hand at staying ahead of the market, ATYPICAL was created out of Cam’s desire to help create and transform leading hospitality destinations across Australia.
