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2025 hospitality trends: What every hotelier should know

2025 hospitality trends: What every hotelier should know

Every year, industry experts predict the future of hospitality. Trends emerge — some with staying power and some that quickly fizzle out. But we’re predicting some innovative hospitality trends for 2025 that may very well change your business strategy for the better.

Now, you know that staying in the moment is important in the hospitality industry. For example, when a guest arrives at your hotel, you focus on delivering an exceptional experience — from a seamless check-in to a personalized spa treatment based on their guest profile data. But truly thriving in this industry requires the ability to balance the present and the future.

The key to this balance lies in accessing your guest data, which can turn past behavior and bookings into actionable insights for both future strategies and staying abreast of upcoming hospitality trends. With the digital transformation reshaping the hospitality landscape, looking ahead is no longer optional — it’s essential for staying relevant and ensuring your guests aren’t left behind.

Let’s identify the top hospitality industry trends of 2025 so you can increase your direct bookings, providing the incredible experiences your guests are looking for.

2024 hospitality trends recap

Before we dive into the top hospitality trends of 2025, let’s revisit last year’s predictions and how they came to fruition.

1. Even more data-driven decision-making

As Patrick Norton, Chief Marketing Officer at Brittain Resorts & Hotels, said on the Hotel Moment podcast, “If you don’t have some sort of data-driven piece as the nucleus of your technology stack, then you’re doing something wrong, and you’re gonna fall behind.” Patrick went on to say, “2024 is about data.”

2. The rise of Customer Data Platforms (CDPs)

Revinate launched its own CDP in 2024, so we have to say that we nailed that trend. But, we weren’t the only ones thinking about CDPs. Jason Pirock, Corporate Director of Marketing at Springboard Hospitality, predicted on the Hotel Moment podcast that in 2024 “CDPs are going to continue to be a big topic of conversation. I continue to hear from industry folks about trying to connect data from all these different places and creating these more robust profiles.”

3. Location-specific experiences

Tapping into the taste of the local traveler or promoting events in your hotel’s city was never more lucrative than it was in 2024. From Taylor Swift increasing hotel bookings to the solar eclipse drawing thousands of tourists from states across the US, every one of these travelers needed a place to rest their heads for the night.

Hoteliers who leaned into the preferences of their local community to segment and personalize communication with guests did well.

Top hospitality trends for 2025

Just like last year, this year’s trends will be connected by a throughline of AI and data-centric initiatives, but with greater momentum. Because, as Aaron Miller, Vice President of CRM and Digital at Highgate, told us on the Hotel Moment podcast, “Hotels are back” — with the hospitality industry reaching record occupancy for major holidays and gaining the confidence to elevate the guest experience and tackle technology adoption. 52% of CEOs say their top goal over the next three years is to identify new sources of growth and new ways of generating revenue. And the top driver of new revenue? 57% of executives say it’s technological change.

That’s why hospitality trends for 2025 will hinge on technology that supports business goals and exceeds guest expectations.

Trend #1: Providing the instant brand story

“[Guests] want the quick “Instagramification” of — “What is this hotel? Should I stay there?” Aaron Miller shared the harsh truth that we humans just don’t have the attention span we used to. In fact, the average attention span has dropped from around 2.5 minutes to approximately 45 seconds since 2004.

Social media apps like Instagram capitalize on this shorter attention span by giving consumers just the right amount of information in just a brief window of time. And that means you’ll need rich guest data to deliver the targeted messaging needed to win those bookings.

Trend #2: Focusing on revenue beyond the room

“Heads in beds” — a phrase we hope disappears in 2025. Because getting “heads in beds” or concentrating on room revenue alone is proving to be an archaic approach to driving hotel profitability.

Ancillary revenue has most certainly entered the chat this year. Hoteliers need to go beyond the room and start leveraging their technology to upsell guests at the spa, the restaurant, the golf course, or any other amenity. Constant shifts in the economy and fluctuations in demand make it difficult to power profits on occupancy alone.

Trend #3: Prioritizing data security and identity resolution

44% of hotel executives had data security concerns in 2024, and businesses anticipate malware and ransomware (76%) and accidental data loss (63%) to be the top security risks over the next six months.

What does that mean for your hotel and the guests who said they are willing to give you their data? It means adopting technology that supports guests’ privacy concerns, abides by new privacy laws, and protects your hotel’s data integrity will be a lifeline in 2025.

Trend #4: Promoting point-less loyalty

“I think there is a bit of loyalty fatigue across the travel industry.” Quite a hot take for 2025 from Carlo Del Mistro, Chief Digital Officer at Ennismore. Don’t hoteliers want loyal guests? Don’t guests want to become loyal hotel members if they’re rewarded? “Yes” and “yes” but not in the way you think.

Traditionally, guest loyalty has been point-based, with travelers competing for maximum loyalty points and highest program tier, only to be served with a generic reward that every other member gets. Not anymore, because haven’t you heard? Points are pointless.

Leveraging hospitality trends for better guest experiences

As you begin to leverage the new trends in the hospitality industry, remember to stay focused on your guests. Every initiative you try means nothing if you don’t put your guests first with a data-driven approach to hospitality. Trends will come and go, but the power of your guest data stays the same — acting as a catalyst for change within your hotel.

Consider which of the top 2025 hospitality trends will best serve your guests. By thoughtfully selecting and implementing the trends that align with your guests’ needs, you’ll not only create a memorable guest experience but also help position your hotel as a leader in hospitality innovation.

Want to know more? Download  the complete guide for exclusive tips to implement these trends and transform your hospitality strategy for 2025.

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