We would like to acknowledge Hilton for their 31-page report titled, “The 2022 Traveler: Emerging Trends andthe Redefined Traveler.” We have used their research to share the most important details as it applies to those who own and operate bed & breakfast inns. This special report is also beneficial to those who enjoy staying as B&B guests.
Both Travel & Travelers Have Changed
Priority Placed on Reunion & Travel
A new sense of caring has emerged and is expected to strengthen. The pandemic separated families and friends, leading to a prioritization of reunion and reconnection travel in 2022. Beyond their inner circles, travelers are expected to care more about sustainability and community efforts – and are looking to remain loyal to brands, companies and organizations that align with their values. People will want to put in the miles (and points) to reconnect. One survey conducted in October of 2020 found that Americans say making memories with loved ones is one of the most important reasons they travel (63% of respondents), second only to traveling for relaxation. And nearly three in five (57%) Americans surveyed who travel believe the people who accompany them are what make their trips unforgettable.
The Psychological Well-Being of Travelers
Travel is certainly returning, and we are excited to build on that momentum. Psychological well-being is expected to be restored in 2022, and travel will play an integral role. As travelers prioritize the meaning and purpose of life, they will turn to hospitality providers for safe spaces that help them achieve the balance and growth they crave and have been missing over the past two years.
Millions of Homes Have Welcomed New Pets
There is a new, important traveler to consider: the family pet. Since the beginning of the pandemic, according to the ASPCA, approximately 23 million U.S. homes have welcomed a pet since the beginning of the pandemic, which accounts for nearly 1 in 5 households. People are now looking for accommodations that are 100% “pet friendly” instead of simply “pet tolerant.” As restrictions ease, a quarter of dog owners are looking to prioritize their pet’s happiness more than before, with 60% looking to repay their pooches for their valiant lockdown efforts by showering them with treats and some much-deserved TLC.
Convenient and Contactless Travel
People will gravitate towards convenient and contactless experiences. Travelers booking trips together consider connecting hotel rooms important. Cleanliness protocols took center stage, as world’s top health and sanitization experts collaborated with hospitality companies to implement enhanced standards at record speeds.
Contactless travel will be a new benchmark expected by travelers, with 76% indicating their preferred travel destinations would have airports offering reliable touchless identity and contactless clearance experiences. They will also be looking for more conveniences in their travels, like contactless check-in and check-out. Moreover, they may want the option to enter (and leave) independently. This can happen using digital key cards or key code combinations.
The Work/Life Balance
Workday and office life are being redefined. The disruption of the traditional workplace created a need for privacy, quietness, and space that many people had never experienced before. For those who moved away, in 2021, there were work and life circumstances that brought them back or required them to seek extended stay accommodations.
Whether guests are traveling for business, leisure, or both, we empower guests to maintain their lifestyle and offer a true home away from home, whether for a quick trip or extended stay. The emergence of remote work will create a new segment of customer travel that will expand upon the traditional corporate travel schedule, blending weekdays and weekends into workcations in ways we have not seen before.
Nurtured Passions & Refined Tastes
People have nurtured new and existing passions and will have more refined tastes and preferences. New and refreshed hobbies are leading to more informed, sophisticated, and, in some cases, in-shape 2022 travelers. People are expected to pack their passions, driving demand for current trends in fitness, culinary options, and unique travel experiences.
Sustainable Travel & Local Business Support
Travelers will aim to travel and eat more sustainably. Reducing one’s carbon footprint when traveling will be increasingly top of mind for travelers moving into 2022. More than ever, guests are looking at brands that are eco-conscious and doing their part in communities around the world.
72% of respondents agree they are passionate about traveling to destinations to boost tourism revenue and the local economy, and 77% agree they want to be more conscious of supporting small, local businesses while traveling.
The focus is on producing more local (and sustainably sourced) dishes and experiences than ever before. In addition to delivering the culinary experiences people have been craving, and even more importantly, it is about helping each other and supporting local communities, including working together to reduce food waste, banding together to be resourceful whenever possible, and so much more.
Many bed and breakfast inns continue to partner with Clean the World, the world’s largest organization, to recycle hotel soap and bath amenities. Brands will provide recycled hygiene products to help save the lives of those in need.
More Culinary Experiences Sought in Travel
The at-home foodies and mixologists will pack their passions. They dabbled with virtual wine tastings and culinary classes into 2021. There was comfort in tasting the world from home. People actively seek out culinary experiences when they go on vacations.
With the increase in culinary education and sophistication, people are paying closer attention to the ingredients, preparation, and sourcing of their food. People want to understand what is in their food, and they want it clean.
Tequila and gin tastemakers expect low-to-no ABV drinks to gain popularity. The sober curiosity movement, for instance, with low-to-no ABV alcoholic beverages, is gaining momentum around the world, with more people mindful of their health and drinking habits.
In the Americas and in parts of Europe, sales of low-to-no alcohol cocktails are generally increasing because consumers’ increased attention and mindfulness about their well-being.
Focus on Health & Wellness
Focus on wellness will span beyond the gym with a reimagined workplace and new routines and habits in place. Travelers will be looking for more grounding and balance in their travel schedules. People will seek places that address holistic wellness. During the past two years, people changed the way they exercised dramatically, resulting in increased sales of in-home fitness apps and equipment and the introduction of new fitness routines.
With more advanced at-home equipment and access to limitless, high-quality on-demand fitness, guests and fitness enthusiasts are looking to hotels to not provide them with fresh solutions, but rather to meet them where they are. Providing professional equipment and experience that they have in their home or daily life so they can maintain their chosen routine.
According to the Global Wellness Institute, this holistic view of wellness is also leading to the growth of wellness tourism, which is forecast to be a $919 billion industry by the end of 2022.
Shared Guest Spaces
Hospitality accommodations are more consciously designing and re-configuring shared areas, like the lobbies and lobby bars, to meet those evolving needs. They create inspiring spaces that both energize and encourage connections. This includes layering spaces with furniture and decorative elements while ensuring the air is safer than ever.
Luxury Travel Expectations
Travelers and diners will leave their formal wear at home. Many are happy to retire their yoga pants for designer jeans and blazers. Tuxedos and gowns are no longer the norm – especially related to luxury travel and dining.
The pandemic has changed people’s perception of luxury travel, with personalized experiences (82%), high cleanliness standards (81%), and privacy (79%) being the most desirable luxury amenities among respondents. People want to have a high-level dining experience, but also to be casual, but still sharp, while doing it.
People will still expect meticulous service, but they will not want to be in a stiff environment. It will not be the norm to see white tablecloths or tuxedos at fine dining establishments anymore.
While they might not show up in formal dress wear, they expect flawless service to be executed with the utmost attention to detail. Travelers crave moments that truly inspire them. They are looking for unique experiences to immerse themselves in, seeking meaningful ways to connect with the diverse cultures and destinations while discovering something new.
Guest Loyalty Programs
People will reassess their loyalties. 2021 became known as the Great Resignation, with many people leaving their jobs to discover new careers, new passions, or new priorities. As we look to the future, loyalty programs can be even more thoughtful about creating connection and relevance to deepen relationships with their customers.
Hospitality providers, including B&B owners and innkeepers, must be committed to listening to their guests’ needs and responding by providing value and flexibility. Remain laser-focused on delivering exceptional experiences for all your guests and recognize them for their loyalty.
People are willing to travel to novel places. Nearly 80% of Americans plan to take a wish list trip in the coming months, with close to 60% saying they will first travel domestically before heading overseas.
Social Distancing Comfort Levels
People will celebrate – just in smaller numbers. As a global culture, more invitees than ever have been okay with RSVPing “no” or joining virtually. But everyone agrees, we are all long overdue for a party.
Beyond the typical event elements, social party planners are focusing on how to design their event with their attendees’ mental and physical health in mind – from whether they should install a dance floor to considering color-coded wristbands to indicate the level of social distancing comfort.
Guest Loyalty Programs
People will reassess their loyalties. 2021 became known as the Great Resignation, with many people leaving their jobs to discover new careers, new passions, or new priorities. As we look to the future, loyalty programs can be even more thoughtful about creating connections and relevance to deepen relationships with their customers.
Hospitality providers, including B&B owners and innkeepers, must be committed to listening to their guests’ needs and responding by providing value and flexibility. Remain laser-focused on delivering exceptional experiences for all your guests and recognize them for their loyalty.
People are willing to travel to novel places. Nearly 80% of Americans plan to take a wish list trip in the coming months, with close to 60% saying they will first travel domestically before heading overseas.
Advice From Rob Sales
When Jane & I purchased our 1st Inn in 1997, only 5 % of the traveling population in the United States stayed at a Bed & Breakfast Inn. I always said if we could raise this to 10%, think what it would do to our industry.
Prior to Covid in 2020, the percentage of folks who stayed at a Bed & Breakfast was still at 5%. However, in 2021, this percentage appears to be at an all-time high, ranging in the 8-10% of the traveling population. All the indicators tell us this strong tendency of selecting a smaller / clean place for the traveling public will continue for 2022 and beyond.
The traveling public has discovered Bed and Breakfast Inns. The business has never been this good. For Aspiring Innkeepers, we say now is the time to make the leap! For the Veteran Innkeepers, we say the best time to sell your stock is when it is high. Treat your Inn like it is stock!
What Are Your Goals?
Do you own a bed and breakfast inn? Are you aspiring to become an innkeeper? Whether you are looking to buy or sell a B&B inn or learn best practices for running your bed & breakfast, B&B Consulting has you covered.
Rob Sales, and his wife Jane, had owned and managed successful B&B inns. As a licensed realtor and an experienced B&B advisor, Rob Sales enjoys helping innkeepers, no matter where you are in your own journey.
Hello! My name is
Rob Sales
We hope you gained more insight from our special report on travel trends. Whether you are looking to buy or sell a B&B inn or learn best practices for running your bed & breakfast, B&B Consulting has you covered.
Call Rob Sales at:
(912) 655-7674
or Email Rob:
rob@bandbconsulting.us
Rob is an experienced B&B Consultant and Licensed Realtor & Broker. He specializes in the bed & breakfast industry. Please check out the website at B&B Consulting.
Rob will continue to email you on a monthly basis, so we can stay in touch & we can continue to share valuable information.
Please contact Rob for a free consultation if you are looking to buy or sell a bed & breakfast or to grow your existing B&B business.
