The year 2022 witnessed a resurgence in the hospitality industry, as travel restrictions lifted, and travelers began to plan and book trips again. However, the pandemic has had a lasting impact on traveler behavior, with experience-based travel emerging as a prominent trend for 2023. Hoteliers will need to develop effective messaging and marketing campaigns that align with their brand and guest experience to drive brand awareness and bookings. In this article, we will examine five trends in traveler behavior that will significantly impact hotel marketing strategies.

  1. The first trend is the prioritization of value-driven travel, where travelers are looking for value and experiences that justify the cost.
  2. Secondly, the trend towards self-service and personalized options has led to the disappearance of the front desk in favor of digital solutions.
  3. Thirdly, hybrid travel is on the rise, with remote workers and digital nomads seeking flexible accommodation options, leading hotels to venture into vacation rentals and vice versa.
  4. Fourthly, the use of video in travel research is becoming increasingly popular, with short-form videos favored by search engines.
  5. Finally, there has been a shift from amenities to experiences, with travelers seeking unique and personalized experiences.

These trends will significantly impact hospitality marketing strategies. At the same time Google is dominating hotel search, accounting for over 90% of the global search engine market. Google has introduced new search offerings that have significantly changed travel booking behavior. To prepare for this shift, hoteliers and hosts must optimize their Business Profile, ensure price parity across their channel connections, and connect their hotel rates via a channel manager.