💡 Hospitality tech in 2024: The trends that actually matter

Insider Highlights

• FTC bans hidden junk hotel fees

• AAA forecast shows drive travel dominates US December holiday period

• Hotels generate over $300M with Mews’ Spaces product

• Marriott acquisition shows opportunity in rural destinations

• Universal Music Group’s hotel brand aligns with “live tourism”

• Luxury travelers want tech-enabled wellness experiences

• 🔦 How Lamington Group books more than 50% of reservations direct

+ Much more!

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3 TOP NEWS STORIES

1. Booking.com Announces New Rating Methodology

Booking.com just rolled out a significant update to its review scoring system, shifting away from traditional averages to prioritize recent guest feedback. The algorithm now highlights a property’s current performance rather than taking a simple average of all historical reviews.

🎯 Why it matters: This change rewards hotels that consistently improve guest experiences and penalizes hotels that experience a sudden drop in guest satisfaction. Properties investing in service enhancements, staff training, and operational excellence will see their efforts recognized faster. Unlike the old system, scores will be more dynamic, reflecting guest sentiment from the most recent stays.

🔑 Key takeaway: Hotels must focus on recent guest satisfaction, as older reviews hold less weight under the new model. This shift spotlights why it’s crucial for hoteliers to leverage technology to understand guest sentiment throughout the stay experience and build a quick feedback loop to act on issues that arise. Read More →

2. Marriott Acquires Nature Stays Group Postcard Cabins

Marriott International’s acquisition of Postcard Cabins and partnership with Trailborn signal that technology and innovation will play a critical role in shaping the future of hospitality in “out-of-city” locales. As guest preferences shift toward unique, outdoor experiences, the use case for scalable, efficient, and guest-centric technology solutions becomes clear.

🎯 Why it matters: The outdoor lodging category offers hoteliers a testing ground for integrating smart technologies like contactless check-ins, energy-efficient systems, and mobile-first guest engagement. Marriott’s expansion highlights how technology can bridge the gap between urban convenience and rural getaways.

🔑 Key takeaway: Marriott’s move showcases the potential for technology to differentiate brands in this evolving segment. From enhancing operational efficiency in off-grid locations to delivering seamless luxury experiences, now is the time for hospitality leaders to invest in tech strategies that can redefine the guest journey. Read More →

3. FTC Bans Hidden ‘Junk’ Hotel Fees

The FTC has banned hidden “junk fees,” requiring hotels to display the full price upfront, including previously hidden charges like resort fees. This new rule ensures pricing transparency, helping guests avoid surprises and making it easier to compare costs.

🎯 Why it matters: Your hotel might advertise a room for $200 per night but later add a $30 resort fee or a service charge at checkout, making the actual cost higher than expected. Now, doing this will risk penalties from regulators.

🔑 Key takeaway: Review your fee structure and ensure all mandatory charges are included in the upfront price to comply with the new FTC rule. Hotels must prioritize transparency to avoid penalties and maintain customer trust. Read More →

AROUND THE HOTEL INDUSTRY

Things Worth Checking Out

📈 Accor brand Ennismore ramps up growth and plans to expand its subscription-based loyalty program.

🧊 More Than 1,650 Properties Now Use Mews Spaces To Diversify Revenue

🚗 AAA forecasts record-breaking December holiday travel in the US, with 90% of travelers opting to drive.

🎶 Universal Music Group’s Umusic hotel brand finds its niche in the “live tourism” trend and taps into the concertgoer segment.

🧖‍♀️ New study shows 90% of luxury travelers prioritize wellness, including both tech-forward experiences and digital detoxes.

✊ Boston hotel strikes end with new contracts, higher wages, and enhanced benefits.

HOTELIER SPOTLIGHT
🎙 Lamington Group's MD on Aligning Tech for Extended Stay

How can a hotel brand leverage technology to enhance guest experience while maintaining a personal touch? In this episode, Stuart Godwin, Managing Director of Lamington Group, reveals the innovative strategies that have helped his company achieve over 50% direct bookings.

Key Takeaways:

• Discover how Lamington Group's unique Room 2 product combines the best features of serviced apartments, Airbnb, and traditional hotels to cater to a diverse range of guests.

• Learn about the importance of a user-friendly booking engine and how it can significantly reduce friction in the booking process, encouraging direct bookings over OTAs.

• Explore the newly launched Hometown Club loyalty program, designed to drive brand loyalty and enhance guest engagement through instant rewards and personalized perks.

👉🏼 Check out the interview on Apple Podcasts or Spotify