Emergent Trends and Their Impact on the Hotel and Resort Industry

This report provides an analysis of emergent trends in the resort and hotel industry, examining five key areas: automated hotels, direct booking, celebrity chefs, smaller rooms, and niche marketing. Each trend is evaluated based on its impact on customer experience, the factors driving its adoption, the dominant practices associated with it, and whether it is a fad or a trend. The report also assesses the stage of the product lifecycle for each trend, its potential duration, associated risk factors, and potential issues. The analysis highlights how technology, changing customer preferences, and economic factors are reshaping the hospitality industry, with a focus on customer experience and business success. The report references several sources to support its findings, offering a comprehensive overview of the current state and future direction of the hotel industry.

Running head: MANAGEMENT
Emergent trends in the Resort and Hotel Industry
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Activities
Activity 1- Automated Hotels are one of the major trends of the modern day hotels. The need
and development of self-services is the major demand for the customers in the modern
days. Some of the major self-services that can be easily accommodated within the
automated services includes the likes of;
a. Digital Room Keys
b. Automation of guest rooms
c. Use of artificial intelligence
d. Guest Reviews
Activity 2- Direct Booking is one of the prime consumer trend of the modern days and thus
has gradually seen a rise in the last few years. The rise in the online booking activities
is because of the various benefits it offers which includes faster hotel bookings and
payments, easy availability of rooms, inclusive packages and discounts and many
more as such.
Activity 3- Celebrity Chefs in hotel are no longer a trend and are gradually turning to fads.
Though chefs especially the renowned chefs plays a major role in the promotion of
exclusive restaurants and hotels, the understanding of the modern-day chefs are
transforming and people have now shifted towards a more collaborative and inclusive
packages within the hotels where people wants a total entertainment basis teamwork.
This can include the likes of the inclusion of chefs working with artists, sound
engineers, scientists, designers, architects, psychologist and of course food producers
and artisans to provide an ultimate experience to the people.

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Activity 4- Smaller rooms in hotel is a truth in the modern days. The economic crisis of the
clients and the hotel management as well as the changing mind-set of the clients have
compelled the owners of the hotel to provide smaller rooms for accommodation.
Activity 5- Niche marketing is an equally important trend that has been in the news for quite
some time. The presence of niche based hotel marketing are now helping the hotels to
provide special and unique services and also target selected customers for success.
Impact on Customer Experience
Activity 1- Automated Hotels
Automated hotels will provide a better and refurbished customer experience for the
people. The customers will benefit from;
1. Better websites
2. Operational Improvement Process
3. Multiple communication channels
4. Omni channel technology use
Activity 2- Direct Booking
Some of the major benefits of direct booking includes the likes of the;
1. Easy bookings
2. Better transparency
3. Online payments

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Activity 3- Celebrity Chefs
Celebrity chefs have become dying trends as because people have now shifted towards
more of a package based presentation from the hotels rather than only the presentation of
good food.
Activity 4- Smaller rooms in hotel
The budget constraints of the people along with the change in the people attitude have
compelled the management of the hotels to implement smaller rooms in hotel that will just
have the basic requirements of a traveller. The presentation of smaller rooms to the travellers
can also ensure business success accordingly.
Activity 5- Niche marketing
The niche marketing strategies of the hotels are definitely a major trend for the hotels.
The customers who prefer special and unique services during their stay at hotels can be happy
and satisfied with these kind of developments. Modern hotels in some places have been
offering pet stays which definitely is a form of niche marketing as such a marketing
procedure can ensure huge turnover from the niche marketing sector of the hospitality
industry.
Factors (Driver/Enabler)
Activity 1- New technologies and emerging demands of the people have acted as the driver
while the implementation of the technologies have acted as the enabler.
Activity 2- Easy and preferable bookings and secure transactions have acted as the driver.
The development of new third party booking services have acted as the enabler.
Activity 3- Change in perceptions of the customers are the driver whereas the development of
modern day sophistication for the people have been the enablers.

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Activity 4- The perception of the customers and the economic plans of the clients. The plan
to accommodate more within a small space is a profitable initiative which is the
enabler.
Activity 5- The need for customization and specialised requests of the customers. The start of
different unique arrangements in the hotel for the customers is the enabler.
Dominate practice or perspective that underpins this activity
Activity 1- Automated Hotels
 Better websites
 Operational Improvement Process
 Multiple communication channels
 Omni channel technology use
Activity 2- Direct Booking
 Easy bookings
 Better transparency
 Online payments
Activity 3- Celebrity Chefs
Celebrity chefs have become dying trends as because people have now shifted towards
more of a package based presentation from the hotels rather than only the presentation of
good food.
Activity 4- Smaller rooms in hotel
The budget constraints of the people along with the change in the people attitude have
compelled the management of the hotels to implement smaller rooms in hotel that will just

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have the basic requirements of a traveller. The presentation of smaller rooms to the travellers
can also ensure business success accordingly.
Activity 5- Niche marketing
Modern hotels in some places have been offering pet stays which definitely is a form of
niche marketing as such a marketing procedure can ensure huge turnover from the niche
marketing sector of the hospitality industry.
Fad or Trend and Why
Activity 1- Automated hotels are a trend as it provides the necessary services to the
customers in digitalised and simple manner that makes the services in a hotel easily
accessible.
Activity 2- Online bookings are surely a trend as people have shifted to direct online
bookings to avoid any problems and maintain transparency.
Activity 3- Celebrity Chefs are a fad as people are no longer attracted only by celebrity chefs
and their foods. Rather people have shifted their likings to a complete package.
Activity 4- Smaller Rooms in hotel are trend as people have started to opt for economic
budgeting.
Activity 5- Niche marketing are definitely trends as people are opting for new customized
developments from hotels.
Stage of Product lifecycle
Activity 1- Introduction
Activity2- Growth
Activity 3- Decline

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Activity 4- Maturity
Activity 5- Development
Time of continuation
Activity 1- 20-25 years
Activity2- 15 years
Activity 3- 5 years
Activity 4- 10 years
Activity 5- 30 years
Risk Factors
Activity 1- High risk (Automatic systems can be easily hacked)
Activity2- High risk (Online systems can be easily hacked)
Activity 3- Median risk
Activity 4- Median risk
Activity 5- Extremely low risk
Issues caused by the activity
Activity 1- Hacking issues, Technological failure
Activity 2- Online theft issues
Activity 3- Loss of customers
Activity 4- Loss of customers in search of pleasure and luxury
Activity 5- Issues with other customers in different cases

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References
7 Ways Hotels are Moving to an Automated Future. (2020). Retrieved 30 March 2020, from
https://hospitalitytech.com/7-ways-hotels-are-moving-automated-future
Celebrity Chefs Are Dead – Welcome to 2050 | Kitchen Theory. (2020). Retrieved 30 March
2020, from https://www.kitchen-theory.com/celebrity-chefs-dead-2050/
The Shift from Hotel Product Marketing to Niche Targeting. (2020). Retrieved 30 March
2020, from https://www.xotels.com/en/marketing/niche-marketing
Foster, S., & Foster, S. (2020). 7 advantages of automated customer service for the hotel
industry. Retrieved 30 March 2020, from https://asksuite.com/blog/hotel-automated-
customer-service/
Request, Q., -->, Clients, are, Approach, & Serve et al. (2020). Trends in the Hotel & Travel
Industry Booking and Consumer Behavior. Retrieved 30 March 2020, from
https://www.orisysinfotech.com/Article_trends-in-the-hotel.php
HNN - Smaller rooms: Trend or Fad?. (2020). Retrieved 30 March 2020, from
http://www.hotelnewsnow.com/Articles/29379/Smaller-rooms-Trend-or-Fad