When a Hologram is Working the Front Desk of Your Hotel: Trends in Tourism
Imagine this. You’ve arrived at your hotel after a long day of traveling. You’ve already been dealing with long lines at the airport getting through TSA checkpoints to board your flight and waiting for your luggage once you’ve landed. You’re tired and the last thing you want is to deal with yet another line when checking in at the hotel. The good news is that with rapid advances in technology, check-in lines at the front desk of a hotel may soon become a thing of the past. This is because some hotels are turning to the use of robotics to help guests with room check-in and other services. Upon arrival, travelers are greeted by robots or human-shaped holograms that are programmed by artificial intelligence to function as front desk agents in assisting guests with checking in. An increasing number of hotels are also using robotics and artificial intelligence to handle other operational needs such as delivery of food and beverage items to guest rooms, housecleaning services, and concierge support for guests needing information on nearby things to see and do. Industry analysts say that the integration of technological advancements such as robotics and artificial intelligence into the operations of the hospitality and tourism sector can facilitate a more seamless and streamlined experience for travelers and guests.
While technology will certainly continue to have a significant impact on the tourism industry, it is not the only development that has left its mark. Global events, the world economy, the environment, and shifting consumer preferences are having dramatic effects on tourism. Min Park, Academic Program Coordinator and associate professor in the Tourism and Events Management Program within the School of Sport, Recreation, and Tourism Management at George Mason University, recently offered her perspective on some of the current trends shaping the tourism and hospitality industry.
An extended stay at a destination provides an opportunity to learn about the customs and heritage of its residents.
When it comes to planning a vacation, there are some people who choose to visit as many cities or locations as possible. These individuals are driven by the desire to “do it all.” This approach leaves little time for a person to savor all that a destination has to offer and makes it difficult, if not impossible, to develop a true appreciation and understanding of local customs and heritage. In contrast, there are individuals who want to understand what life is really like for people who reside in other places. Many of these individuals engage in a tourism practice known as “slow travel” where they spend longer periods of time at a single location with extended stays that can last as much as a month or more. This provides them with the opportunity to have a more meaningful experience as a visitor.
The “Live Like a Local” phenomenon is gaining popularity in tourism.
In a related practice, the tourism industry has seen the rise in popularity of the “live like a local” trend where visitors immerse themselves in the community for the authentic experience of living among the residents of a different city. In 2016, Airbnb launched its ‘Live There’ global campaign which helped to jumpstart this phenomenon. This campaign included the release of an app which matched travelers’ specific preferences and interests with hosts, homes, and neighborhoods available on the peer-to-peer rental market. Participating hosts provided visitors with recommendations on restaurants, bars, shops, and attractions frequented by residents—information not likely to be found in typical travel and tourism guides marketed to a general audience.
The “live like a local” trend has improved the economy of many cities where tourism has increased significantly. However, industry experts caution that in some cases, the success of this phenomenon has led to the displacement of residents. They explain that investors will often purchase the existing residential houses in these locations and convert them into commercial properties to accommodate the large influx of tourists. Industry observers point out that overtourism can damage the unique attributes and characteristics of a location—the very things that attracted visitors to these cities and regions in the first place.
“Off the Beaten Path”
Another trend that has emerged in the tourism industry involves the selection of “off the beaten path” locations as travel destinations. While regions that have traditionally been considered popular continue to attract thousands of visitors year after year, some less visited places are now capturing the interest of tourists. A summary of a recent report on the state of the tourism and hospitality industry says, “The world’s top ten destination countries (the United States, Spain, China, France, Saudi Arabia, Türkiye, Italy, Thailand, Japan, and India, in that order) currently receive 45 percent of all travel spending, including for domestic travel. But some new locales are gaining traction.” The report cites Laos and Malaysia, two locations that have seen significant increases in international travel spending, as examples.
Digital marketing and social media can be important and powerful tools in promoting “off the beaten path” tourist destinations. The online use of engaging content, visual images, and videos that tell the story of a region and its people can effectively highlight these places as the next “up and coming” travel locations. The inclusion of content provided by people who have actually traveled to these destinations can enhance the authenticity of the messaging promoting these locations as fun and exciting places to visit. Relationships can also be established with influencers and bloggers who focus on travel and tourism and whose content reaches a wide and diverse audience.
Sustainability in the Tourism Industry
Sustainability is a major issue that has prompted the tourism industry to adopt more environmentally friendly or “greener” practices. For example, some airlines are offering carbon offset programs where a passenger can pay an extra fee in support of a renewable energy project to help offset the greenhouse gas emissions generated by that person’s travel. Hotels are also taking action to reduce their carbon footprint by replacing plastics with materials made of paper and other renewable resources. In addition, tour destination companies are putting greater emphasis on marketing off-season travel as a means of reducing carbon emissions that would otherwise occur during peak vacation times in the summer months.
To learn more about degree offerings in the Tourism and Events Management Program within the School of Sport, Recreation, and Tourism Management at George Mason University, please visit the program website.