The two main Spanish cities are making steady progress in adopting the workation. Regarding this activity, Madrid It occupies number 12 at the level and Barcelona 19, according to a study on remote work in the 74 cities with the largest population in the world carried out by the Preply agency. Analyzing only the cities of the European Union, the Spanish capital is among the top 10 cities to do workation in Europe, specifically the seventh European city.
Once again, society and the hotel industry have evolved, thus adapting their services to the needs and demands of their clients. Of course, each hotel must differentiate itself in order to stand out from the rest. One of these keys is personalization, very influential in the perception of the hotel. An IBM study shows that 70% of respondents had positive experiences in personalization initiatives.
With the advancement of new technologies and the personalization of services and products, it is easier to attract new tourists. From the Ostelea tourism school they state that the hotel sector must be aware of trends in order to offer a better service and achieve guest satisfaction in all areas. In addition, hotel chains must prepare to welcome these guests and those who decide to settle down to work remotely and enjoy workation, a new modality in trend among the so-called “digital nomads”.
The hospitality sector, towards sustainability
Thus, Ostelea presents the five trends that mark and will mark the course of the business and will promote innovation and a basis on which to act:
- Sustainability. More and more customers value the environmental impact of their getaways. In the survey launched by Kind Traveler for the Global Traveler Survey, it is shown that 96% of those surveyed defend the importance of creating a positive impact in the local market. In this context, the use of green materials and energy is valued, as well as waste management.
- Differentiation and personalization offline and online together with the design of strategies focused on the consumer. Hotels have to go beyond a room and provide services that adapt to the tastes and needs of the consumer. For example, The 2022 Traveler highlights the increased interest in traveling with pets. In their report, they analyzed how in two hotels they saw a 75% increase in stays with dogs between 2019 and 2021.
- Sensory experiences and moments. Users demand exclusive and sensory experiences to disconnect and connect with people and live authentic moments. These include activities related to art, gastronomy, history or the biodiversity of the destination; or treatments for physical and mental well-being, beauty or food, among others.
- Digitization through increased investment in the digital realm: With the development and integration of technology, tools are developed and actions are automated to surprise and satisfy the guest. Its applications range from cleaning robots, sophisticated gyms and digital concierges to contactless payment, the Internet of Things (IoT) and virtual reality.
- workation. Many travelers take advantage of the opportunities offered by technologies to combine work and vacations. Hotels must take this type of guest into account to design all the comforts they need, from a strong Wi-Fi connection to work or meeting rooms.
