Identifying Travel Trends: Part 2
This mini series continues with two managing directors from Rosewood
In case you missed it: I started a mini series that highlights the perpetual, often unspoken, effort required by industry leaders in hospitality. Here’s why:
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).
After a series of conversations with industry leaders, I decided to start this mini series to enlighten travelers about the significant BTS work that accounts for the details of a luxury trip. 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.
In this issue, I speak with Managing Director Guillermo Varela from Rosewood San Miguel de Allende and Managing Director Roland Deurr from Rosewood Munich to discuss how two different properties in two different corners of the world have noticed, and adapted to, the continued evolution in wellness travel. They also discuss buzz words, analyzing guest feedback and the importance of purposely adapting trends to suit their clientele.
Rosewood San Miguel de Allende
Managing Director Guillermo Varela discusses social media as a tool for identifying trends, the rise of immersive wellness and all-encompassing sustainability.
What is your process of following and identifying trends in the industry?
I actively monitor industry publications, attend conferences, and engage with peers to stay updated on hospitality trends. Additionally, I utilize social media to connect with influential figures and experts within the hospitality industry. Once I identify a trend, I explore the local market to uncover potential opportunities. This comprehensive approach ensures that my properties remain competitive and in tune with evolving guest expectations and industry standards.
At what point do you consider a new interest as something bigger that could perhaps turn into a trend?
When it demonstrates consistent growth across various platforms, regions, and demographics. If it gains traction among key industry influencers, attracts substantial guest demand, and aligns with broader cultural or lifestyle shifts, I pay close attention. Moreover, if competitors begin to embrace it or if there is compelling market data backing its rise, I consider it a viable trend worth exploring in greater depth.
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 evaluate how it aligns with our brand, resonates with guest preferences, and fits within our operational capabilities.
More importantly, the trend must enhance our offerings and serve a clear purpose.
If it complements our services, I introduce new activities, amenities, or programming, ensuring we stay ahead of competitors while delivering a cohesive and meaningful guest experience.
What other shifts and interests are you currently watching develop?
The significant rise in wellness-focused travel and sustainable luxury. Guests are increasingly seeking immersive wellness experiences, ranging from personalized health programs to nature-centric retreats.
Sustainability has evolved beyond a mere buzz word; luxury travelers now look for eco-conscious offerings, including green building practices and locally sourced, organic cuisine, when considering hotels and travel offerings. Both trends reflect a commitment to purpose-driven experiences that enhance guest satisfaction and foster loyalty.
Rosewood Munich
Managing Director Roland Deurr elaborates on the continued evolution of wellness travel, the power of networking, and the necessity to look beyond the travel industry to understand consumer interests and how that may develop into a broader trend.
What is your process of following and identifying trends in the industry?
We closely monitor industry publications from our local market as well as those from the U.S. and other regions. I prioritize reviewing diverse market research reports to gain comprehensive insights. My team and I also like to use social media as a way to track what personalized experiences and amenities are resonating with luxury travelers. Additionally, networking with industry professionals and analyzing guest feedback offers invaluable insights into the ever-evolving landscape of trends.
At what point do you consider a new interest as something bigger that could perhaps turn into a trend?
When it gains increasing desirability among a wider audience of luxury travelers. Indicators such as rising media coverage, growing demand reflected in consumer surveys, and guest feedback, along with niche interests becoming mainstream, all suggest emerging trends.
It is also essential to look beyond the travel industry and consider influences from other sectors, such as fashion, music, and design, to fully understand the evolving landscape.
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?
Once we identify a trend, it's essential to adapt and innovate to remain competitive, especially if it shows long-term potential. To achieve this, we maintain close connections with our guests, understanding that some may be eager to explore entirely new experiences while others are looking forward to immersing themselves in the traditional charms of Munich.
What other shifts and interests are you currently watching develop?
We are currently noticing a growing interest among hotel guests and locals in Munich for wellness-focused experiences. Travelers increasingly seek personalized wellness programs that extend beyond traditional spa treatments.
Additionally, there’s a rising demand for immersive cultural and artistic experiences, as well as bespoke travel itineraries that emphasize local authenticity. These trends indicate a shift towards more thoughtful and personalized luxury travel experiences.
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XO,