Key hospitality trends shaping the future of travel and service

It’s well known that a guest’s experience begins long before they step through the door of your hotel. 

As we head into 2025, this couldn’t be more true. From pre-arrival digital check-ins to AI-driven room service and eco-friendly design, hospitality industry trends are transforming every stage of the guest journey. And it’s not just technology that’s driving this change—it’s the guest demand for thoughtful, sustainable and highly personalized service.

But with so many trends reshaping the landscape, where do you begin? Let’s unpack the top hotel industry trends for 2025 and give you the strategies you need to stay competitive.

The role of consumer behavior in hospitality industry trends

Current trends in the hospitality industry show that guests are looking for experiences that align with their lifestyles, reflect their values, and make their journey seamless—something that’s not expected to change in 2025. 

In an era where digital platforms know our preferences and tailor their recommendations to us, we’ve come to expect the same from the places we stay. This means that hyper-personalized service is now the gold standard in the hospitality industry. 

Special touches—like customized room setups or curated activity recommendations—show that a property cares about its guests as individuals, making for a more memorable, meaningful (and shareable) stay. And you never know: your guests might be so impressed that they come back year after year…

This isn’t the only effect that guests’ tech habits are having, either. Smart technology and the internet of things are part of our daily lives and we don’t expect that to stop just because we’ve booked into a hotel. 

Guests want to be able to control every aspect of their stay, like they do the rest of their lives, via their smartphones. This demand for digital convenience is driving changes in business models, construction, and other hotel industry trends.

Travelers are also becoming more aware of the impact their trips have on the environment and they’re actively choosing brands that prioritize the planet just as much as people and profit. For many guests, this means that sustainable practices aren’t just nice-to-haves, they’re must-haves. 

As travelers’ expectations and technology evolve alongside each other, the hospitality industry will be pushed to adapt in ways that go beyond the basics of comfort and service. 

What are the top hospitality trends for 2025?

With technology, sustainability, and personalization reshaping the way we travel, the top hospitality trends for 2025 include contactless technology, eco-friendly travel, personalized guest experiences, wellness tourism and enhanced digital services. 

Let’s take a look at the latest trends in the hospitality industry for 2025 and how they might affect the way we stay when we’re away from home.

1. Contactless and smart technology

Guests expect their entire experience to be as frictionless as possible and contactless technology gives travelers complete control over their stay. Mobile check-ins, keyless entry and even touchless payments are already on the rise, but they are set to become the norm. 

For example, digital room keys stored on an app let guests skip the front desk entirely, while smart in-room controls allow guests to adjust lighting, temperature and entertainment from their device. 

The impact goes beyond the room, too. Contactless dining options, including QR code menus and app-based food ordering, make service faster, safer and more customizable.

2. Personalized experiences through data analytics

Thanks to data analytics, hotels can now serve guests with a whole new level of personalization. 

Hotels can use data from past stays, like preferences and feedback, to customize every detail of a guest’s stay. Whether it’s remembering a guest’s favorite drink or having the bathroom set up just right, this kind of personalization is about making guests feel special and valued.

Using data to anticipate what someone wants before they even have to ask, shows that you’re paying attention. And that’s the kind of detail that keeps guests coming back.

3. ‘Bleisure’ travel

Business trips aren’t about back-to-back meetings and eating in your room anymore. Bleisure travel is here—and it’s giving people the chance to mix business with a little leisure. 

In 2018, 60% of business trips included a leisure component. In 2023, 76% of business travelers reported that they planned to take a bleisure trip in the next 12 months. This goes to show that professionals are becoming more and more keen to extend their work trips to enjoy the destination, whether it’s relaxing at a spa or exploring the city after hours.

For hotels, this means creating an experience that caters to both work and play. Provide comfy, quiet spaces for those important video conference calls. And don’t forget to offer some downtime activities—because it’s not just about work after all.

4. Eco-conscious travel and sustainability

According to Booking.com research, approximately 76% of travelers want to make their vacations more sustainable.  And considering that millennials and Gen Zs are particularly eco-conscious, we’re sure to see more of this in future. 

Focus on ditching single-use plastics for biodegradable or refillable options and offering locally sourced, organic food. Green architecture will also be important, with natural materials and energy-saving designs helping to reduce accommodations’ carbon footprint. 

For environmentally conscious guests, these steps aren’t just about the planet—they make their stay feel more meaningful too.

5. Flexible bookings

Life doesn’t stop when you go on vacation and plans sometimes need to change at the drop of a hat. Current trends in the hospitality industry point towards giving travelers the freedom to modify or cancel reservations without stress—or incurring fees—whether it’s a last-minute change of plans or just a bit of indecision (we’ve all been there!).

Hotels are stepping up by offering more flexible policies, like free cancellations, no-fee date changes and even “book now, pay later” options. This kind of flexibility reassures guests that they won’t be locked in if life throws them a curveball and makes them more likely to book.

These flexible options also foster trust and loyalty. Travelers appreciate knowing their chosen hotel understands their needs, which often leads to repeat business and stronger word-of-mouth recommendations. 

6. Accessibility for all

Hospitality is about making sure everyone feels welcome, no matter their needs. So it’s not surprising that accessibility is becoming one of the most important hospitality trends at the moment. 

This shift isn’t just about complying with equality laws—it’s about ensuring all guests, from those with physical disabilities to those with dietary restrictions, can enjoy a hassle-free stay. 

Making travel accessible to everyone isn’t only the right thing to do, it’s good for business too. According to Hospitality Guest Experience Management research, 71% of guests believe disabled people should be better accommodated in hospitality settings and 30% claim they would leave a venue if access for disabled people was inadequate.

Hotels will need to invest in more inclusive design, such as sensory-friendly rooms, staff trained in supporting diverse guest needs and adaptive technologies that make stays more comfortable. 

7. Wellness offerings

It’s no secret that wellness is becoming a top priority for travelers, especially those who want more than just a place to sleep. Many guests now see wellness not just as an add-on but as an essential part of their trip.

With wellness tourism expenditures reaching $830 billion in 2023, wellness amenities (think yoga classes, meditation spaces, on-site spas and sleep-enhancing rooms) are quickly becoming essentials.

In 2025 and beyond, hotels will need to step up their wellness game with a range of thoughtful amenities designed to help guests relax, rejuvenate and recharge. Some may even create specialized wellness retreats and packages that include in-room massages, fitness classes and even health-focused menus to support guests’ lifestyle goals.

8. Increase in artificial intelligence adoption

AI is changing everything, including hotel industry trends. It’s all about the behind-the-scenes of making life easier for both guests and staff here. 

Picture a guest arriving after a long flight, able to check in and even access their room with a single tap on their phone, thanks to AI-driven self-check-in features. Or imagine AI-powered chatbots answering their questions instantly, whether they’re asking for dining recommendations, requesting extra towels, or scheduling a wake-up call. 

AI can also personalize experiences based on past stays so that guests always feel like the hotel has tailored their stay specifically for them. It’s all about making every interaction faster, smoother and more meaningful.

9. Remote work-friendly spaces

Nearly 30% of people worldwide don’t work in offices anymore. With remote work here to stay and the number of digital nomads on the rise, work-friendly spaces are becoming a must-have for hotels. 

These spaces offer flexibility for guests to seamlessly switch from work mode to vacation mode, all without leaving the hotel. Think quiet co-working lounges with fully stocked coffee bars and even ergonomic in-room work setups. Perhaps even work-from-hotel packages that include meeting rooms or printing services.

10. Unbundled services

The days of the one-size-fits-all hotel experience are behind us. As travelers become more discerning and budget-conscious, unbundled services are taking center stage. 

Guests no longer want to pay for the same, stock-standard package as everyone else. Now, they’re looking for the opportunity to craft a stay that perfectly fits their preferences in their price range.

Giving guests the option to skip the breakfast buffet in favor of a late checkout, for example, means they can tailor their stay to what works best for them without having to pay for extras they don’t need. Plus, it allows you to cater to budget-conscious travelers and high-end guests alike.

How to use these trends in your business strategy

Staying ahead in hospitality means embracing change and weaving new trends into every level of your business. With guests expecting personalized, tech-driven and sustainable experiences, now is the time to take action. 

Here are a few practical, impactful steps you can take to help your business thrive in 2025 and beyond.

Embrace contactless tech

Equip your property with smart locks that allow for keyless room entry and introduce applications that enable mobile check-ins and contactless payment options. This streamlines the guest experience, cuts down on wait times and increases convenience.

Prioritize sustainability initiatives

Go green by swapping single-use plastics for biodegradable alternatives, using energy-efficient lighting and appliances, and encouraging guests to reuse linens. Small changes add up and can build loyalty among eco-conscious guests while cutting operational costs.

Focus on wellness

Develop wellness offerings like yoga classes and spa discounts or simply offer in-room amenities like yoga mats or essential oils. You can also create wellness packages that are tailored to guest preferences, making their stay not just a getaway, but a rejuvenating experience.

Offer personalized experiences

Use data analytics to understand your guests’ preferences better. Whether it’s remembering a favorite wine or recommending local experiences based on past stays, personalization can elevate guest satisfaction and loyalty.

Flexible booking options

Consider making flexible booking a standard offering to remove the worry that changing plans might cost time or money. Guests are looking for peace of mind when booking; flexibility builds that trust.

Train your team for inclusivity

Equip your staff with the knowledge and skills to provide exceptional service to all guests, including those with diverse needs. A little training goes a long way in making everyone feel welcome and supported.

Get a chatbot concierge

Integrate an AI-powered chatbot as a digital concierge for easy 24/7 assistance. Chatbots can handle common guest requests like directions, local dining recommendations or stay extensions, so your guests never have to wait.

Introduce build-your-own stay packages

To maximize the personalization that your guests are able to enjoy, offer flexible, “build-your-own-stay” packages where guests can select everything they want to include in their escape and nothing they don’t. 

Create dedicated work zones

Create spaces designed to accommodate remote workers and digital nomads. Co-working lounges with fast Wi-Fi, ergonomic seating and plenty of outlets are one option. In-room office setups are another.

How Attest can help you track hospitality trends

There’s always something new and exciting going on in the hospitality industry. And with the rate that excellent travel experiences are shared on social media, guests are always after the next best thing.

Attest’s survey platform allows hospitality businesses to keep their finger on the pulse, tracking key trends and understanding guest preferences in real time. With easy-to-create surveys that reach your target audience, you can gather actionable insights that help you respond to changing demands and refine your offerings. 

Imagine knowing exactly how guests feel about contactless check-in, wellness add-ons, or eco-friendly options. With Attest, you gain the data to make informed, timely decisions—empowering your team to meet, and even anticipate guest expectations.

Keep up with the hospitality trends shaping the future

The trends in the hospitality industry defining 2025 and beyond are all about one thing: meeting guests where they are. 

Whether it’s in their quest for sustainable options, need for seamless digital experiences or desire for personalized touches, hotels need to create exceptional experiences that complement guests’ lifestyles. 

As you plan for the future, consider how these trends can enhance every guest interaction. After all, a great stay is more than a room. The hospitality industry’s future is bright for those willing to embrace change and innovation. 

Bring your business closer to your guests. Attest’s market analysis can provide the insights you need to stay up to date with hospitality trends and create truly resonating experiences.