Tue. Apr 16th, 2024


The hotel sector is recovering in 2022, and forecasts indicate that this year in Spain there will be a growth of 70% compared to last year. In relation to these data, CM.com has identified 8 trends that will mark this summer of 2022. “Digitalization is reaching all sectors by leaps and bounds, and the hotel industry was not going to be less. One of the most important keys that will differentiate the best is the customer experience that they are able to offer”, says Pablo de Mier, Country Manager for Spain at CM.com.

8 hotel industry trends

This 2022 the Spanish hotel sector will register a growth of 70% compared to last year. These are the 8 trends: Local tourism: After the pandemic, many countries gradually reopened their borders. However, the constant changes in restrictions and the fear of contagion of the disease are still holding back international tourism. In 2021, national tourism boomed in Spain, surpassing pre-pandemic records. In this 2022, Spanish tourists indicate that they will make between two and three trips, with national destinations being the most popular. Unique and local experiences: Today’s tourists are looking for new experiences that are unique and local. After experiencing the limitations of the pandemic, people now want to make the most of every moment. To reach the customer, having a good online presence is essential, as well as establishing sufficient communication channels to resolve possible doubts.

How hotels are transforming this summer

Safety and hygiene: Although most of the restrictions imposed to prevent the transmission of the virus have been lifted, hygiene continues to be a priority in the hotel sector. The feeling of comfort and relaxation from before the pandemic has not yet returned, so it is important to keep in mind what hygiene measures are adopted in order to keep guests satisfied. Mobile check-in: Almost half of the guests indicate that the technology factor is decisive in recommending an establishment, and a function that can make their trip easier is to check-in and check-out using their mobile. Today’s travelers turn to their devices to check in for flights, order a taxi, or reserve a table at their favorite restaurants. They seek this same comfort when checking in at hotels. Instead of queuing at the front desk, guests want to go directly to their room through a simple process. Sustainability: Travelers and guests are increasingly concerned about environmental issues and want to know whether the companies whose products or services they purchase are acting ethically. More and more people are looking for ways to spend their holidays in the most sustainable way possible. Personalization: Today’s travelers demand more personalized travel experiences. Spending is up 18% and demand for exclusive, personalized packages is up 88% from 2019. When it comes to customer service, they want an increasingly personal approach, they want to be treated personally and not an anonymous or general one. Chatbots: Chatbots are one of the biggest trends in the hotel industry in terms of customer service and can be especially useful for quickly responding to potential questions, even when human agents are not available. They can solve problems on first contact and collect information to pass on to an operator if necessary. Thanks to them, guests receive a good customer experience and, in addition, they allow companies to save customer service costs by accelerating response time, reducing the burden on agents to focus on more demanding questions and responding up to 80% of routine questions. Digital key: Physical cards have been replaced by digital cards on mobile phones to facilitate arrival and reduce key loss. Now guests can use the digital key via their smartphones to access their room without relying on a physical key.

By Alvaro Rivers

Award-winning student. Incurable social media fanatic. Music scholar. Beer maven. Writer.