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2023 Report: 10 trends for boutique hotels

By: Avril Castañeda / Jan 26, 2023
10 trends in boutique hotels 2023

2023 Report: 10 trends for boutique hotels 

This 2023 the hospitality industry continues to develop positively, and some patterns that started with the pandemic have become trends that have transcended so far. Travelers have changed their priorities, giving more value to practices that support them in connecting with themselves and experiences that get them closer to nature. For Odentio it is crucial to understand the latest global trends in hospitality to make the best decisions in each area of our boutique hotels. In this report, we share the ten trends that will set the pace for boutique hotels in 2023.  

1- Local experiences 

Travelers increasingly seek to immerse themselves in different cultures in their travels, such as interacting with the locals, savoring typical food, and exploring the destination with a customized itinerary. The search for a unique experience becomes stronger after the last couple of years of strong restrictions around the world. 

How to apply it to boutique hotels? 

Local experiences inside the hotel 

It brings the guest closer to an authentic local experience by implementing gastronomic events with signature cuisine, as Casona Sforza has done with special dinners to taste a select variety of Oaxacan Moles by its house chef. 

Local partners 

"Build a strong base in the local community to provide different local options to guests. Like collaborating with local tour providers, transport options, tickets for local musical shows, and for massive entertainment events in the destination". -Hannan Zanzuri 

An excellent example is how the CIGNO Hotel in Merida has implemented unique experiences like yoga, mixology classes, and more by local facilitators in the hotel, and also offers destination experiences that go beyond the traditional tours, mixing local gastronomy with archaeological visits to exclusive areas in the region by local suppliers. 

2- The search for well-being in travel 

In these post-pandemic times, people are now more aware of improving their immune system, and Wellness treatments are a crucial part of promoting healthy life. With the return to normality, travel has become an excellent opportunity for travelers to get these treatments for their well-being. According to the Wellness Tourism Market, this industry expects to reach a value of US$1,250.27 billion by 2027. 

How to apply it to boutique hotels? 

Nowadays, Wellness options go beyond the spa and can adapt to different spaces. Our suggestion is to start with the amenities offered in the room. The CIGNO Hotel is an excellent example, having amenities made of organic honey with an exquisite aroma for instant relaxation, as well as having different Wellness treatments in the guest rooms, such as special regional massages, yoga classes, and private Janzú practice on the rooftop and in the hotel pool. 

"Consider extending the concept of well-being in the food offered at the hotel, giving healthy options and having organic products from the region". - Hannan Zanzuri 

3- Hotel retreats 

Personal growth retreats are an excellent option for hotels to help travelers to connect with themselves, a trend that has been growing in recent years. According to Conde Nast Traveler, 2023 will be the year in which the main intention to travel will be to take time to grow as people and achieve a greater internal connection

How to apply it to boutique hotels? 

For boutique hotels, it is important to have packages for groups, and spaces to offer the place for retreats. Also, a more creative option is for the hotel to organize its own retreats with local facilitators, an option that Odentio recommends implementing in 2023 to increase hotel revenue. 

If are you planning to organize a retreat this year, do not hesitate to contact one of our Groups Sales Representative: 

4- Loyalty programs 

 The trust value has been critical to recovering the hospitality industry in recent years, which is why loyalty programs have stood out in this new normality. According to Expedia, more than 53% of those who use these programs say that now it is more important to stay in hotels of which they are already members than in pre-pandemic times.  

How to apply it to boutique hotels?  

For boutique hotels, loyalty programs are worth having to retain customers who visit the destination frequently. 

"The best programs so far are where the benefits can be enjoyed on the current stay and the next such as room upgrades, spa packages, restaurant dining."  - Hannan Zanzuri 

One of our boutique hotels that have incorporated this into its benefits program is Kai Tulum, which offers breakfast included in the stay, and guarantees its frequent customers a special rate with the best benefits. 

Flexibility to book 

One of the trends that is here to stay after the pandemic is the flexibility to reserve. Having this option in these times will provide the guest with the ability to organize better, and although cancellations may rise, the chances of the guest booking again will increase in the near future. 

5– Social Proof in Social Media 

Today, you do not need to have 100K followers to be able to give an opinion that can influence the purchase of other users. Friends and micro-influencers play an important role in online purchase decisions, which is called Social Proof, being part of one of the 6 principles of persuasion by Robert Cialdini, one of the most important marketing books. In hospitality, this aspect of Social Proof is becoming increasingly relevant to increase confidence in users when booking. 

How to apply it to boutique hotels? 

Wow Factor 

Boutique hotels can take advantage of this trend by implementing the surprise factor with personalized details for guests, having in mind the ideal photo for Instagram. Also, a great option is to create social media hashtags to encourage guests to share its content which can be very persuasive for their followers. 

"Small details such as welcome cocktails upon arrival, details in the room with the name of the guest, and special seasonal snacks, increase the chances that they will share it on their social media with their friends, and to making additional consumption at the hotel." -Hannan Zanzuri 

6- Video experience 

With the huge popularity of platforms like TikTok and recent Instagram additions like reels, video remains an important part of any marketing strategy. Showing the hotel experience on video is crucial to help users make the decision to book. 

How to apply it to boutique hotels? 

In 2023, boutique hotels should consider having an active profile on TikTok, where the content does not need to be perfect, but constant and authentic. Some examples are showing videos of check-in experiences, the amenities offered, the surroundings, and all those factors that guests appreciate in a boutique hotel. 

7- Collaborations with content creators 

The power of influencers in marketing strategies to promote products and services is well known, and for the hospitality industry, this aspect is gaining more and more strength. On the other hand, content creators who may be profiles with less reach are increasingly positioned to drive reservations with original content for your hotel, where the profile of the content creator is an important ingredient of these collaborations. 

How to apply it to boutique hotels? 

Define the stories to tell around the hotel and the destination, and find local creators who have a profile that is related to the hotel brand, this content is very valuable to help potential customers book the hotel. 

8- Sustainable hotels 

In recent years, the tendency to choose sustainable products and services has been increasing, and hotels must take action beyond the traditional ones to join this movement while respecting the planet. Travelers are increasingly aware of their carbon footprint, according to Expedia 90% of consumers seek sustainable options in their trips, and are willing to pay more for transportation, accommodation, and more sustainable activities. 

According to Australia's Torrens University, travelers, especially millennials, are increasingly interested in experiences in nature with accommodations that have respectful practices to preserve the environment. Therefore, it is important for hotels near natural areas to implement activities for guests such as surfing classes, and bicycle experiences, as well as implement actions that promote the preservation of the region's environment. 

How to apply it to boutique hotels?   

In addition to seeking environmental certifications for hotel operations, we suggest going further, offering locally made amenities, as well as offering vegetarian and vegan options that do less harm to the environment. It is also important to implement activities where guests can participate in helping the nature of the region and coexist with the communities while supporting their preservation. 

A hotel that has gone beyond traditional hospitality practices is Casona Sforza, which together with its mother project Pueblo del Sol in Oaxaca has produced the different construction materials for the hotel, and now the amenities found in the rooms. In addition, guests can participate in the different workshops supporting this community to preserve itself and spread the importance of this project. 

9- Amenities for remote workers 

With the rise in hybrid and remote work, people are increasingly choosing to make long-term trips to change their routines. The so-called digital nomads are gaining more traction this year, and the hospitality industry can take advantage of this trend by offering the basics needed to employ their work, such as stable high-speed Wi-Fi, room service, areas to exercise, comfortable desks in their rooms, or co-working areas. 

How to apply it to boutique hotels? 

It is important to offer packages that motivate travelers to stay for long stays. Also implementing these facilities for remote work such as high-speed Wi-Fi, desks or co-working areas, as well as room service or flexible hours in the hotel restaurant, and communicating them correctly on all digital channels. 

10- Inclusion of Pet-friendly areas 

It is now very common to see guests traveling with their dogs to the best hotels in the most cosmopolitan cities in the world. There are even chains that have gone further like the Kimpton Hotels that offer special amenities for our furry friends. 

How to apply it to boutique hotels? 

We know that in boutique hotels it is not so easy due to the delicate luxury materials and handcrafted elements that can be found in the rooms and the hotel in general. However, this trend will only increase, just in the United States, 23 million families acquired a pet during the pandemic, according to the American Society for the Prevention of Cruelty to Animals. Therefore, we suggest implementing a few pet-friendly areas, and a couple of rooms with this modality with their pet amenities, such as beds, food containers, and treats, this will be a great benefit to increase occupancy this 2023. 

In conclusion, in 2023 travelers are looking for a more complete experience in their travels, immersing themselves in different cultures without losing the comforts of a boutique hotel. The home office boom is a great opportunity to increase hotel revenue through longer stays, although the challenge of having the necessary amenities and facilities to make guests feel at home must be taken into account. On the other hand, is crucial this year to include Wellness practices and treatments to help guests connect with themselves and with nature. Also, communicating all these practices that are properly implemented through video and new trending platforms is essential to increase trust with content that truly reflects the experience.

Count on Odentio to increase the revenue of your boutique hotel, as well as to optimize your hotel operations, digital campaigns, and more. Contact us to learn about our plans.

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