Identifying Travel Trends: Part 1

Introducing a mini series in conversation with the industry's top-tier GMs

A few months ago, I found myself sitting across from the general manager of Katikies Kirini in Santorini. We were discussing the ebb and flow of trends in the travel industry; a constant evolution that requires a keen eye and conscientious mind to not only stay en vogue, but to stay ahead of anticipated trends. 

This led me to think about how exactly luxury hotels and tour operators seek out the latest hospitality trends fueled by ever-changing consumer demands. I chatted with a number of folks and it turned into a much greater project than I initially envisioned — thus, I decided to run a mini series about identifying trends across luxury hospitality, with none other than the eyes and ears of a given property.

As a travel journalist, I am consistently impressed with the detail and diligence that luxury hotels provide their guests. It’s something that I’m inherently aware of, yet, when I travel with friends or family who may not realize the sum of logistics that add up for a seamless stay, I can’t help but want to educate them (politely of course). 

So, whether you’re an industry vet or a leisure traveler, I really hope you take something away from this series over the next few months. Because for me, being in the travel industry has redefined how I travel and where I spend my money; I’m taking this chance to extend that opportunity to you, too. 

---

Identifying Trends Part 1: 

Cataloochee Ranch’s general manager, Terry Spalding, describes the importance of knowing, and listening to, your guests.

What is your process of following and identifying trends in the industry?

We certainly work to identify trends early on and provide our discerning guests with the experiences that they yearn for. Many resources are available for general managers and I find that the following offer insight, expertise, and shared skill sets:

First and foremost our Relais & Châteaux affiliation and delegation is a huge resource and an honor to work with. Trends and initiatives are collectively identified and the collection works together to make change... and a better world! Additional resources such as AHLA, Hospitality Insights, Robb Report, LHW, LTA, Forbes, and so many more provide assistance and insight on emerging trends. I suggest aligning with a group such as this, or on LinkedIn, to participate in regular discussions with peers around the country.  

At what point do you consider a new interest as something bigger that could perhaps turn into a “trend”?

I remember a particular conversation surrounding pickleball that led to a craze that is now a standard amenity at many luxury properties — our sister property, The Swag, included.

The best way, in my experience, to identify what guests are after is to engage with them. The general manager should model the behavior daily, ensuring that they show the team how to interact in a way that uncovers golden nuggets that guests share. This is as simple as a preference such as favorite wine, or sports team, to their suggestions about what they would like to experience should they return.

We ask, and listen, and then determine if this aligns with our vision and business plan. Soliciting this info through post-stay surveys helps too, but you really get the good stuff by simply asking and listening.

Once something’s recognized as a trend, do you keep services as is or do you quickly add new activities to get ahead of the curve?

I think adding a service or amenity is case by case.

Some trends, such as eye pillows, in-room yoga mats, e-bikes, pillow menus, and self check-in, all have a place at certain properties, while the latest and greatest outdoor adventure or technology may have a better fit here. It's specific to the guests we serve and the stories we tell.

cataloocheeranch

A post shared by @cataloocheeranch

These days, I pay close attention to technology that guests are used to, or expect. It used to be that guests might even be charged for high speed internet, and nowadays we have to be ahead of the tech curve in so many ways—complimentary WiFi is standard, or should be! Smart rooms, temperature control, smart TVs, and the ability to do anything from the convenience of a smartphone is important to the discerning traveler.

I'm fascinated by hotels that offer a VR tour of the accommodations and grounds prior to arrival, and think that is really cool.

What other shifts and interests are you currently watching develop?

Sustainability and tourism that supports the local community, versus becoming a burden, is top of mind as we hope to be the best stewards of the experience our guests, team members, and community have when we serve them.

Just eliminating plastic straws and single use bottles/water bottles and toiletries is standard, or should be, and properties that are looking ahead to regenerative farming, garden-to-table, and initiatives that give back to the community are inspiring.

We’re in the process of cultivating our on-site garden, have recently launched our cattle program and look forward to the many other ways we will be inspired by others to increase our sustainability both on property and within the community.

---

Recent work:

Looking for new travel pants? I wrote about my favorite pair and then some.

Traveling to Japan and like whisky? Look no further than Park Hyatt Niseko.

Need tailgating tips? Take ‘em from these experts.