Tomorrow’s guests are of course millennials, those born between 1980 and 1995, but we also need to consider the next generations, Generation Z (1996-2010) and Generation Alpha (born 2011-2025).
INTERNATIONAL – GLOBAL – Travel will become easier, faster, and more personalised. Opening even greater physical connectivity to our planet – and beyond
Potentially by 2030 India will surpass China as the most populous country in the world, thus changing hotel target markets.
Technology continues to evolve at a huge momentum. Some futurologists foresee hotel accommodation with walls that are themselves screens to show whatever the inhabitant desire. A view of the Matterhorn, or the latest Premiership Football match.
The guest service journey will be enhanced using Artificial Intelligence and Virtual Reality.
- Chatbots are already used for answering FAQs, providing immediate product information, and taking payments. Artificial Intelligence will mean that chatbots become more able to take on more reservations and pre travel concierge roles.
- Guests will ‘virtually’ take a tour of a resort before booking. Wander through the foyer, test the ambiance of the restaurants, visit the kids club.
- Transfers to and from hotels will be via driverless limousines.
- Luggage will no longer be necessary – with everything you need available at your destination. A pre-ordered wardrobe of garments ready on arrival.
AI will assist levels of guest service and improve service standards. But not replace the human interaction. That, I believe, is the most important key to a family holiday experience. Interaction with a team of people who genuinely care whether or not that family enjoys their holiday experience, and genuinely want them to return. A complaint is an opportunity to create a repeat guest.
There will be more emphasis on communication and multi-lingual solutions, with no excuse for failing to communicate in the appropriate language. We already have the potential for translation ear-pieces such as Waverly Labs Pilot Translating ear piece and Speech Translator App. That technology will only improve making it easier for everyone to communicate globally – in speech at least. Though, for now, the cultural difference and nuances will need to be learned the old fashioned way.
The attention span of humans has declined from 12 seconds to 8 seconds in the last two decades. (Goldfish have an attention span of 9 seconds!) Target audiences are spending more time on apps looking for easy to understand image based information, on which they will make quick decisions and ultimately purchase.
Generation Alpha are born into a world of technology at their fingertips; the internet, social media, intuitive device, and instant information. All integrated into their lives; not considered useful tools (as with Millennials), but a part of how one lives one’s life.
Facebook is now considered as a social media platform for ‘older people’. Snap chat has come and gone. Instagram Stories and YouTube are the youth choice currently. They will want more visual platforms with voice control, and excellent cyber security.
Aspiration will remain powerful – but it will be the digitally abstract idea of luxury that needs to be communicated in a visual format that gives all necessary purchase decision information in a snapshot. There are many social networks growing in our midst. From Mastodon, Slack, and Wanelo, to Periscope and Yik-Yak.
Social messaging will become hugely important to connect to these potential customers. Did you know that currently Facebook messenger, WhatsApp, WeChat and Viber, have more users than social media platforms, Facebook, Twitter, Linkedin and Instagram?
Resort facilities – specifically for kids will need to be more tailored to specific ages of children with a choice of supervised or parental supervised play and activities. We are all individuals. Differing intellectual and physical abilities, levels of confidence, and self-esteem. Resort services for families and children will need to be more personalised to individual children – with activities to suit their individual needs and wants.
I believe that family guests’ holiday desires will evolve further from the experiential preferences of today, to encompass luxury facilities and exemplary customer service, at the top end of the leisure market.
From a kids club perspective there will be an even greater importance on learning through active play – new skills, and new experiences, and not an extension of classroom style education. A selection of authentic, unique activities for families to bond, and to build new friendships.
Devices are now everywhere. And take up a huge amount of our time – even before we begin an ‘office’ job. It is scientifically proven that too much ‘screen time’ harms our well-being. Research says the daily limit for most people is 257 minutes per day on a computer, 160 minutes per day on a mobile device, and 100 minutes of gaming – before that device time begins to harm the users well-being.
- Teens spend an average of 9 hours per day with screen.
- Kids aged 5-16 spend an average of 6.5 hours per day with screen time.
- Children aged 2-5 years spend an average of 2.5 hours per day with screen time.
- On average children currently spend 8 hours a week playing outside.
A recent study found that 38% of 2-5 year olds has an Android tablet, and 32% own an iPad. Of these children almost 32% also have a mobile phone.
The most interesting statistic in my opinion is that about parents. 70% of children feel that their parents spend too much time on devices.
What do you think we all need less of both generally, but especially in a holiday environment?!
Screen time and gaming will become an undesirable kids activity in a holiday resort environment – in terms of activities provided by the hotel. However, it is still likely to be desirable in terms of an activity kids can do alone (in their online world), therefore providing device charging stations will still be important, but there will be no necessity for a resort ‘gaming’ space.
An environment that allows and encourages device disconnect, and personal, family, and friends reconnection is going to be a winning formula.
Ultimately, real people, real exercise, real environments, and above all real relationships ‘in the flesh’ are what young people need to develop into healthy adults. These elements wrapped into a truly authentic experience: that is what I believe, is the future of the luxury hospitality market. Finding the balance to give sufficient techno connectivity, alongside a complete techno detox, in an environment that makes the guest feel like they have truly experienced all that their chosen destination has to offer – based on their personal requirements.
Thank you for your valuable time and interest.
Worldwide-Kids can help you to create the winning family formula in your resort in terms of facilities and services for families. Please get in touch to find out more.