Change is the only constant in the hospitality industry. With guest satisfaction and experience at the core of success, businesses must stay ahead of the trends shaping the industry. This article explores key hospitality trends, offering insights to help leaders make strategic investments in people, technology, and processes. Backed by the expertise of researchers and industry professionals from EHL Hospitality Business School, it presents actionable strategies to help businesses not only adapt but thrive in 2025 and beyond.
Best-selling author, Will Guidara, claims “We are entering into a hospitality economy” – suggesting that what underpins the essence of hospitality, (service excellence, human interaction, personalization and the co-creation of memorable experiences), is what many sectors of industry need to use as a differentiator today.
Hospitality Industry Outlook 2025
The hospitality industry saw a strong comeback in 2024, nearing pre-pandemic travel levels with improvements in occupancy rates, daily rates, profitability, and RevPAR. This shift marks the end of recovery and the beginning of a new era of growth and innovation.
With industry statistics predicting continued expansion—driven by rising Gen Alpha travelers, the growing wellness market, the increasing popularity of workations fulled by remote workers, solo travel and travelers of all ages seeking transformative experiences—the sector is set for continued transformation in 2025.
Key Data Highlights This Momentum:
- Global Market Growth: The hospitality market grew to $4.9 trillion in 2024.
- Economic Contribution: The industry’s GDP impact hit a record $11.1 trillion (10% of global GDP) (WTTC).
- Traveler Numbers: Global tourism reached 1.1 billion travelers between January and September 2024, up 11% from 2023.
- Projected Growth: Between 2022 and 2032, travel and tourism are expected to grow at 5.8% annually, outpacing global economic growth (2.7%).
A key driver of this transformation is the rise of new traveler segments. Gen Alpha, the next generation of digital-native travelers, is beginning to influence family travel preferences.
Meanwhile, the continued expansion of the bleisure, luxury, health tourism and wellness markets, is reshaping hospitality offerings to cater to evolving traveler expectations.
So, what new hospitality trends are driving this growth? There are many interlinked factors—including technological innovation, evolving consumer preferences, and a deeper focus on sustainability. Hospitality businesses can capitalize on emerging opportunities to enhance guest experiences and position themselves for long-term success.
Hospitality Industry Trends Explained
The hospitality industry has made significant progress since the challenges of the pandemic, with many businesses regaining stability. However, to stay competitive, companies must remain agile, innovate, and adapt to changing customer needs by embracing key trends.
Some of these trends transcend industries. For example, the demand for seamless digital experiences and a stronger focus on environmental sustainability is reshaping sectors from retail to manufacturing. In hospitality, where customer experience lies at the heart of every service, these pressures are particularly intense.
No matter how advanced the technology or sustainable the practices, they mean little if they do not enhance the overall guest experience.
For hospitality leaders, staying ahead of trends in the accommodation industry is essential, but it must always be balanced with the fundamental principles of the industry: delivering human-centric experiences that foster connection, comfort, and discovery.
These are the qualities that make hospitality brands memorable and build trust with their customers. By blending innovation with the timeless art of service, businesses can continue to grow and thrive in today’s fast-changing landscape.
Dr Maggie Chen, underlines this point by stating:
What are the Megatrends Shaping Hospitality?
In this section, experts from EHL Hospitality Business School share their predictions for the megatrends set to shape the global hospitality industry this year. We’ll explore the key opportunities that hospitality companies can leverage to enhance their competitive edge, foster customer loyalty, and expand their market share.Talent Management
Employing over 330 million people globally (WTTC), the hospitality industry's biggest challenge in recent years hasn’t been attracting customers—it’s been finding and retaining staff.
AI-powered talent management systems are revolutionizing hiring by matching roles with skills more efficiently while also boosting employee engagement. However, the future of hospitality lies in prioritizing flexibility, inclusivity, and overall employee well-being.
In 2024, CEOs worldwide took a sharp turn, recalling employees to in-person roles instead of supporting remote work. However, hybrid work has since gained wider acceptance, particularly among younger professionals.
Gen Z employees, for example, value collaboration, transparency, and meaningful work over rigid hierarchies. This generational shift poses a challenge for hospitality, which has traditionally relied on top-down leadership models.
Dr. Borzillo explains:
“The hospitality industry remains largely siloed, characterized by a significant generational divide. Senior-aged traditional hoteliers often adhere to a ‘control-and-command’ managerial model, which is vertical and hierarchical.”
To remain competitive, hospitality businesses must embrace a more agile and collaborative work culture.
Shifting to a Culture of Wellbeing
Unlike other industries, the hospitality sector has been slower to prioritize employee wellness, especially for its hourly and seasonal workers. However, that has been shifting in recent years as more companies roll out wellness initiatives like mental health support and fitness plans.
Hospitality workers often endure long hours, irregular schedules, and high-stress roles, from managing demanding guests to fast-paced kitchen work. These wellbeing programs aim to improve morale, satisfaction, and retention across the workforce.
Investment in Training & Development
By cultivating emotional intelligence, embracing diversity, and offering robust training programs, the hospitality sector positions itself as a career destination focused on professional growth and employee satisfaction—key factors for long-term success.
Today, many hotels offer their staff better working conditions such as free or low-cost accommodation, increased wages and reduced peak-time working hours. They also invest in training programs to motivate staff and allow mobility up the corporate ladder.
Empowered employees not only have a positive impact on how guests feel and their decision to become repeat guests but also attract other employees to build a cohesive, high-performing workforce. Through these strategies, the hospitality industry is redefining itself as a people-first profession.
Although there are signs this trend is slowing, the evidence is clear- empowered employees create a better guest experience, driving repeat business and attracting new talent. By prioritizing people, the hospitality industry is redefining itself as an attractive profession built on growth, engagement, and long-term career potential.
Technological Innovation
As we charge towards an ever-more digitalized society, the hospitality industry stands out as the successful hybrid that balances the implementation of tech innovation for improved operations whilst preserving the human need for connection, authenticity and real-life discovery.
Artificial Intelligence
AI is revolutionizing the hospitality sector by blending the operational efficiencies of technology with human touch to enhance guest experiences. Predictive maintenance ensures seamless operations, reducing downtime. AI can also be used to drive personalized guest journeys, analyzing data to tailor things such as:
- Room preferences,
- dining options,
- amenities,
- activities.
This shift redefines roles in hospitality, emphasizing human-centricity and making AI a tool for building meaningful connections, not replacing them.
Robotic Efficiencies
Robotic systems optimize processes and increase efficiency in back-of-house operations such as housekeeping or F&B outlets, reducing staffing requirements and allowing managers to respond to problems in real-time and with accountability.
Dr. Philippe Masset explains:
“While automation is not new, its scope and sophistication are poised to increase significantly in 2025. From robotic housekeeping solutions to fully automated check-in and check-out processes, technology is transforming operational efficiency. For example, voice-activated room controls and facial recognition for secure access may find their way into upscale properties. These technologies increase convenience while freeing up staff to focus less on routine tasks and more on high-touch, personalized services.”
Contactless Technologies
Concierge robots offer round-the-clock assistance, handling routine tasks like delivering amenities while staff focus on the guest experience. Embracing contactless technologies is about redefining the hospitality experience to cater to modern travelers, not just adapting to the pandemic-driven shift toward touchless interactions. Contactless services simplify the guest journey by reducing wait times and physical contact points.
Examples of contactless touch points include:
- Mobile check-in,
- digital keys,
- voice or tablet-controlled room automation.
The citizenM hotel brand has pioneered this minimum-fuss check-in and room experience with a hugely successful UX-friendly app.
Messaging apps like WhatsApp allow hotel staff to remain in constant contact with customers during their stay and provide bespoke services. It streamlines operations by reducing the need for face-to-face interactions and human error, improving service delivery and lowering the burden on a scarce workforce.
Marketing in the Age of Big Data
The hospitality industry is undergoing a major transformation, driven by big data, hyper-personalization, and social media. In 2025, successful brands will leverage real-time analytics, predictive technology, and AI-driven marketing strategies to enhance guest experiences and create more impactful customer engagement.
Data-Driven Decisions
Machine learning algorithms are being used increasingly to analyze real-time data as well as predict the future, helping hospitality leaders to respond automatically to market changes.
"Information is the oil of the 21st century, and analytics is the combustion engine," states Peter Sondergaard, senior vice president and global head of Research at Gartner, Inc. The current trend is moving away from simply collecting data to engineering and analyzing the vast amount of data efficiently into actionable decisions and gaining an edge over competitors.
Today's successful early-adopter hospitality companies have a data-driven business model. Here are some examples of how leading hospitality brands rely on data to optimize operations and enhance guest experiences:
- Real-Time Adaptation: Booking.com leverages guest and hotel behavior data to tailor offers, refine displays, and negotiate better deals.
- Personalized Experiences: Marriott International uses data analytics—especially from its loyalty program—to customize guest interactions.
- Optimized Marketing & Revenue:
- Hotels can track guest satisfaction and preferences to deliver more personalized services.
- Advanced analytics enable precise demand forecasting, leading to smarter pricing strategies and increased revenue.
Personalized Guest Experiences
In a world of commoditised practices, guests are increasingly looking for personalized experiences that cater to individual preferences and aspirations. In the hospitality industry, hyper-personalization means relying on technology-based micro-segmentation to tailor each guest interaction to real-time needs and behaviors.
Data from the PwC Future of Customer Experience Survey showed that 65% of customers identified personalization as a key factor in their experience, and they are willing to pay up to 25% more for a personalized stay.
Examples of personalization:
- Remove rigid deadlines like check-in/check-out times and F&B closing hours.
- Offer flexible check-in options—guided assistance or contactless.
- Personalize room settings, including temperature, lighting, and amenities.
- Tailor F&B options in real time to match guest preferences.
Personalization has long been a core strategy within the luxury industry, particularly embraced by high-end retail brands. In recent years, the cross-fertilization between luxury retail and luxury hospitality has expanded significantly, with 2024 marking a surge in collaborative efforts and innovations.
This hospitality trend is expected to accelerate further in 2025 and beyond, as hospitality brands continue to integrate personalized, high-touch experiences inspired by the retail sector, powered by big data and predictive analytics
At Fauchon l'Hotel in Paris clients suggest the menu and define their portion sizes. From a hotel perspective, this enables better dynamic pricing strategies, higher guest-spend for experiences, or tailored loyalty programs with commercial partners.
The Power of Social Media
In 2025 marketers need to find more innovative ways to capture the attention of customers who are constantly bombarded with messaging.
There are three core trends for hospitality Social Media Marketers to continue to leverage in 2025:
- Leverage Short-Form Video: Platforms like TikTok and Instagram offer a powerful way to showcase hospitality experiences. Engaging content—such as behind-the-scenes clips or employee-led storytelling—turns customers into active participants in your brand’s narrative.
- Maximize Influencer Impact: Influencer marketing continues to drive strong ROI, averaging $6.50 for every $1 spent. The key is finding influencers who align with your brand’s values and have the right reach to authentically connect with your audience.
- Refine with Data: With evolving technology, precise measurement is essential. Marketers must track performance, analyze engagement, and continuously optimize messaging to maximize social media impact.
Sustainability: ‘Business as Usual’
After a period of harvesting low-hanging fruit, hospitality groups are increasingly looking for more innovative and meaningful ways to implement, measure and communicate their sustainability practices.
Guests are increasingly being educated on sustainable practices, such as cooking classes that teach how to use entire ingredients and minimize food waste. It’s no longer just about hospitality businesses doing good—it’s about empowering customers to do good themselves.
Hospitality groups are also embracing sustainability from the ground up, integrating eco-friendly building techniques and adopting 360-degree sustainability strategies—from construction to daily operations. Initiatives like the Beyond Now Network bring industry experts together to transform hospitality businesses into environmentally friendly, efficient, and profitable enterprises.
This shift reflects changing customer values and highlights the hospitality industry’s unique ability to shape behavior. Dr. Isabella Blengini, Associate Professor of Economics at EHL notes, “This is the true power of the hospitality industry: it can serve as a tool to impart different values to its customers, potentially helping them adopt these values as their own.”
Regenerative hospitality
Some hospitality businesses are pushing beyond net zero, striving to leave the world better than they found it through regenerative tourism. This approach moves “from net-zero to net-positive” by actively improving the environment and local communities. As Dr. Philippe Masset puts it, this shift is making traditional sustainability efforts look “so 2024.”
Leading the way are resorts funding reforestation projects, hotels creating job opportunities for underprivileged communities, and restaurants embracing zero-waste cuisine with ingredients from regenerative farms. While sustainability is now the baseline, regenerative hospitality is emerging as a true differentiator.
Dr. Carlos Martin-Rios explains,
Restaurant Economics
In recent years, consumer expectations for food and beverage (F&B) outlets have surged. Simply serving good food is no longer enough—patrons now crave immersive, elevated dining experiences.
Dr Jean-Philippe Weisskopf explains:
"In today’s hospitality world, businesses aren’t just offering meals—they’re delivering experiences. Whether it’s a fast-casual spot or a five-star dining destination, restaurants must constantly adapt to meet the rising expectations of increasingly discerning guests."
For example, 75% of consumers are eager to try new and unique flavors, highlighting a growing appetite for culinary adventure. At the same time, 85% report feeling the disruptive effects of climate change in their daily lives, leading many to prioritize sustainability in their consumption habits. This shift is further evident in the increasing demand for plant-based and vegan options, with the healthy/vegan segment experiencing rapid growth within the ghost kitchen market.
Kids' menus are becoming more sophisticated, dietary preferences must be accommodated without hesitation, and sustainability—especially locally sourced, seasonal ingredients—is now the standard, not just a selling point.
Culinary Experiences
In 2025, culinary experiences define the dining scene, from fine dining and modern gastronomy to authentic, traditional recipes. The shift from mere consumption to immersive dining has led to a transformation in how hotels and restaurants approach F&B services.
Hotels, in particular, are no longer just offering meals; they are curating diverse dining options that cater to varied tastes, turning their restaurants into culinary destinations rather than just amenities. Meanwhile, standalone restaurants thrive by excelling in their niche, delivering exceptional cuisine with a strong identity.
Dr. Masset explains, "Open kitchen concepts and chef-led tasting menus continue to attract food lovers seeking unique and memorable experiences. Cultural immersion is also on the rise, with tourists craving authentic, community-driven interactions. Whether through local-led cooking classes, heritage food tours, or hands-on community projects, businesses that help guests forge meaningful connections will remain highly relevant."
Some of the top culinary experience's food enthusiasts seek include:
- Guest chef takeovers – A renowned chef curates a special menu for a limited time.
- Kitchen parties – Diners enjoy their meals right in the kitchen, interacting with chefs in a lively, behind-the-scenes setting.
- Chef’s table experiences – Guests sit in an open cooking area, engaging with chefs as they prepare dishes.
- Specialist cooking classes – Unique workshops such as gin-making, baking with master bakers, or learning to cook traditional local dishes.
In 2025, it’s not just about the food—it’s about the story, the interaction, and the unforgettable experience that comes with every bite.
Off-Premise Dining
A major shift in the food sector is the rise of off-premise dining and digitalization. While customers have returned to restaurants post-pandemic, many now blend on- and off-premise dining. To maximize revenue, restaurants must adapt, as takeaways are no longer limited to fast food but also include traditional and fine dining.
To meet these evolving demands, restaurants should:
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- Restructure operations to efficiently serve both in-house diners and delivery customers.
- Invest in high-quality, innovative packaging that maintains food integrity and enhances presentation.
- Streamline delivery and pickup methods to be convenient and cost-effective without directly competing with major delivery platforms.
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Drinks Market Redefined
The beverage industry was having a moment in 2024, and in 2025 the growth will continue. Blending innovation, celebrity influence, and shifting consumer preferences, there are many drink trends to follow on both the retail side as much as the hospitality (bars and pubs) side.
From the meteoric rise of ready-to-drink (RTD) cocktails to a wave of celebrity-backed spirits and non-alcoholic alternatives- from tequila to functional wellness drinks- the industry is being reshaped by both convenience and experience.
The Rise of Experiential Bars
Bars today must go beyond the basics, crafting immersive experiences with unique drinks and Instagrammable atmospheres.
Dr. Philippe Masset explains, “Bars have cemented their role as experiential destinations in the hospitality sector,” and venues like Ashley Sutton's design bars in Asia set the standard, transporting guests to enchanting worlds that stimulate the senses.
Simply offering a wine list and standard spirits no longer cuts it—bars need to specialize, curating craft beer selections, narrative-driven wine lists, and eclectic spirits collections (keep an eye on rum's rise).
With demand for immersive cocktail experiences and mixology-driven concepts set to grow in 2025, innovation is key. Mocktails and non-alcoholic pairings are now essential year-round, not just for “dry January.” Speakeasies, flair bartending, and storytelling are driving the trend, while bars push creativity with unique ingredients, techniques, and mixology classes to engage customers.
A Buyer’s Wine Market
The fine wine market has been on a rollercoaster, and 2025 is shaping up to be another unpredictable year. Following a tough 2024—marked by "sagging consumer demand," a shift away from alcohol, and "looming economic uncertainty"—the industry remains in flux. Price corrections are still hitting certain wines, while others are holding strong due to limited supply from last year’s challenging vintage.
This volatility is rippling across the supply chain, from vineyards to retailers, creating an environment where buyers hold the upper hand.
As Dr. Philippe Masset puts it: “The outlook is foggy, but one thing is crystal clear: 2025 is a buyer’s market.” For collectors, investors, and restaurants, this could be the perfect moment to expand their wine cellars and secure high-quality bottles at lower prices. While the market may be down, for those willing to navigate the uncertainty, opportunities are ripe for the picking.
Prepare Yourself for the Future of Hospitality
For industry professionals, leaders and entrepreneurs adapting to these hospitality industry trends is essential. Businesses that leverage technology, focus on sustainability, and prioritize personalization are well-positioned for operational success in 2025 and beyond.
By staying attuned to evolving consumer expectations and emerging technologies, hospitality leaders can create memorable guest experiences while gaining a competitive edge.
Key Takeaways
Hospitality trends are evolving in 2025, driven by innovation, personalization, and sustainability. From modern work models that empower employees to cutting-edge AI technology enhancing guest experiences, the industry is adapting to meet evolving expectations.
Flexibility, inclusivity, and well-being are shaping workplaces, attracting a new generation of talent eager to collaborate and make an impact, while advancements like predictive maintenance and hyper-personalized services are redefining excellence.
Sustainability and personalization are now at the heart of hospitality, with guests seeking meaningful, tailored experiences from properties that prioritize wellness and responsible practices. Culinary trends, immersive dining, and data-driven insights further elevate the industry, creating opportunities for creative, forward-thinking professionals.
For those seeking a dynamic, rewarding career, hospitality offers the chance to shape a future of innovation, connection, and unforgettable experiences. The industry’s commitment to empowerment and growth makes it an inspiring and ever-evolving space to thrive.
SOURCES:
Special thanks to Dr Jean-Phillipe Weiskopf and Dr Phillip Masset for producing the original article which has been adapted for 2025.
Dr Phillip Masset, Top 10 hospitality trends: What Shaped 2024 And What To Expect In 2025, LinkedIn
The Hospitality Outlook 2025 Report, EHL Insights
Statista, PwC, WTTC, Convince & Convert, 360 Learning, Food Engineering Mag, TraceGains, Virtue Market research.
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