Earlier this year, group and business travel fully recovered to pre-pandemic levels in several markets across the country — and drove heightened hotel revenue and profit as well.
While business travelers are still attending conventions, corporate retreats and the like, their demands while on the road have evolved. Corporate travelers are seeking sustainable hotel options, localized experiences and cutting-edge technology, among other things, according to American Express Global Business Travel.
In a new trends report, the travel management company identified several trends reshaping how business professionals travel and highlighted ways hotels can improve their offerings to cater to changing preferences.
Sustainability is key
Sustainability is top of mind for business travelers, according to the report.
Companies are re-evaluating their corporate travel policies to account for eco-friendly options, like choosing hotels that are committed to sustainability initiatives, Amex GBT detailed in the report.
Amex GBT highlighted initiatives including the Green Globe Certification, which has several hotel partners across the Americas, as well as Green Seal, which has certified multiple Marriott International and Hilton properties in the U.S.
The American Hotel & Lodging Association and the Hotel Association of Canada recently joined forces to operate Green Key Global, a sustainability certification initiative for hotels that aligns with the United Nations Sustainable Development Goals. Green Key Global’s partners include Choice Hotels International, Hyatt, IHG Hotels & Resorts and Marriott.
Some companies have gone as far as to mandate sustainable hotel stays for their employees. According to a June 2023 study by the Global Business Travel Association, 44% of companies that have integrated sustainability considerations into their travel policies encourage business travelers to stay in “responsible or sustainable hotels,” while 9% mandate it.
As companies continue to commit to minimizing their ecological footprints, Amex GBT said, hotels can also expect business travelers to take fewer trips, but stay longer.
Bleisure is booming
Bolstered by more flexible work environments, corporate travelers are looking to extend their trips, work remotely and “explore destinations beyond the boardroom,” according to Amex GBT.
Plenty of travelers are hopping on the “bleisure” trend. Marriott’s chief sales and marketing officer for the U.S. and Canada, Julius Robinson, told Hotel Dive last month that the hotel company has seen a rise in bleisure trips, evidenced by increased shoulder night bookings on Sundays and Thursdays.
Businesses have begun embracing this trend too, Robinson said, selecting their hotels and meeting spaces based on family-friendly amenities like pools, childcare or kids’ camp programs.
Experiences are important
More business travelers are seeking accommodations that offer immersive cultural experiences that provide a “deeper connection to their destination,” according to Amex GBT.
“Generic, cookie-cutter hotels are out and authentic, localized experiences are in,” the report said.
Robinson similarly noted that business travelers want “nontraditional venues and local influences.” He said Marriott hotels have received increased requests for “outdoor setups and reimagined creative spaces” for meetings and other corporate events. Marriott hotels are also incorporating local ingredients into their culinary offerings to cater to changing demand.
A focus on localized experiences has led more businesses to book “chic, boutique hotels in city centers,” according to Amex GBT.
Demand for boutique hotels was up in recent months, according to a 2023 midyear report by The Highland Group. And in the Dallas-Fort Worth metropolitan area, which has seen a recent resurgence in business travel, several boutique hotels are under development to cater to growing demand for the segment.
Tech simplifies travel
Automation is also key for corporate travelers, who have jam-packed schedules to keep up with, according to Amex GBT.
In an effort to simplify the travel experience, hotels are increasingly offering tech-powered solutions like automated check-in and checkout procedures. They are also integrating AI to provide personalized itineraries and real-time assistance for business travelers, the Amex GBT report detailed.
Marriott, in particular, debuted an AI-powered virtual concierge service for its Renaissance Hotels brand in December. And online travel companies are integrating AI-powered chatbots to help ease the trip-planning process.
