Innovation

🏠 In San Diego, CA, Cloudbeds released its 2025 State of Independent Lodging Report, highlighting that 72% of US hotels are now branded. The report, based on data from over 20,000 properties across 150 countries, reveals a global ADR decline of 1% in 2024 with OTAs capturing 61% of bookings for independent hotels. Cloudbeds identifies trends for 2025: value-driven travel, diversified revenue, rising costs, labor challenges, and AI in hotel operations.

🏠 Marcel Proust, a novelist, explored "involuntary memory" with cues like food or smell. Scent marketing enhances brand identity, creating emotional connections with consumers, especially in hotels. Integra Fragrances, led by CEO Lorenzo Cotti, serves fashion and hospitality giants such as Bulgari and MaxMara. Langham Hospitality Group, for instance, uses signature scents like Ginger Flower to represent its luxury brand. HD Fragrances, a French company, partners with luxury hotels like Anantara Plaza Nice to craft unique fragrances. Maison 21G designs hotel scents, including seasonal ones for Rome Cavalieri, A Waldorf Astoria Hotel. Scent marketing can increase guest spending and lead to retail opportunities like branded candles or perfumes. Integra also offers scent diffusion systems with real-time air quality monitoring, enhancing both ambiance and energy efficiency. Raffles Sentosa Singapore will open in March 2025 with its signature scent. Scent marketing in hotels offers various ways to engage guests and create lasting impressions.

📢 Wyndham Hotels & Resorts and Canary Technologies received the 2024 Hotel Visionary Award for their partnership which began with Canary’s Digital Authorizations product reducing chargebacks and fraud. Their collaborative AI-powered guest experience drove revenue and operational efficiency. The Wyndham Connect℠ initiative, one of the largest AI tech rollouts in hospitality, was introduced in 2023 and implemented across thousands of properties by 2024. Results include 80% automated guest messaging responses, millions in incremental revenue via Dynamic Upsells, and average digital tips exceeding $10, showcasing the transformative impact of guest-facing AI technology in the hospitality sector.

📈 79% of RFPs are won by the first three hotels to respond, highlighting the importance of speed and personalization in securing bookings. Fast, tailored responses, along with follow-ups, enhance conversion rates. Automation, centralized data, and rapid response training are recommended for efficiency. Smart personalization and data-driven optimization strategies, such as monitoring key RFP metrics, can significantly improve proposal effectiveness and win rates. Technology, exemplified by Thynk and Cvent integration, centralizes RFP management, streamlines bookings, generates smart proposals, tracks performance, and strategically declines non-ideal RFPs.

📱 In 2025, 35% of worldwide travellers use platforms like Instagram and TikTok for inspiration. Over 80% of people are active on social media, with hotels leveraging social platforms seeing up to 20% more direct bookings each year. Short-form video on platforms like TikTok, Instagram Reels, and YouTube Shorts, with content 15 to 60 seconds long, captures four times the reach of static images, and posting frequency is recommended at three to five times weekly. Influencer collaborations, especially with micro-influencers (10k-50k followers), enhance engagement, with success tracked via booking codes. User-generated content (UGC) influences 79% of hotel choices more than advertisements. Augmented reality (AR) and virtual reality (VR) offer immersive experiences like virtual tours. Social media strategy in 2025 is crucial, with AI and regional tailoring being significant aspects.

🛄 A survey by Outpayce from Amadeus involving 4,500 travellers across five markets indicates that over 70% prioritize strong payment security when choosing a travel company. A majority (67%) would not accept a 5% discount to compromise on cybersecurity, and on average, a 38% discount is needed to consider a company with poor cyber safety. Half of the respondents have experienced payment fraud, with Brazil reporting a 90% victim rate, while the UK and France are at 38% and 37%, respectively. About 64% believe payment fraud is on the rise, with 46% of all payments fraud targeting the airline industry. Two-thirds of consumers have had a travel company wrongly decline their purchase. Moreover, 63% hesitate to store payment details with travel companies due to fraud concerns, and stronger security measures like tokenization and Two-Factor Authentication (2FA) are being adopted, despite some friction in the purchase process.

✈️ RwandAir, in collaboration with HBX Group and Onlinetravel, has launched RwandAir Holidays, an integrated all-in-one travel booking platform on their website. Customers can now plan and book a complete trip, including flights, hotel stays, airport transfers, in-destination experiences, seat selection, baggage addition, and travel insurance in a single process. HBX Group recently assisted Turkish Airlines with a similar service. RwandAir's new platform aims to provide seamless travel experiences and unlock new revenue streams.

✈️ Air France-KLM partnered with Accenture to move digital applications to the cloud, moving away from three proprietary data centers. This multi-year agreement includes a co-led initiative with a common operating model and governance process. A cloud migration factory with predefined processes has deployed 350 applications successfully, accelerating time-to-market. The collaboration aims to build resilience, enhance agility, and improve operations, leveraging cloud and AI for digital transformation and competitive advantage in air travel.

🏨 SIHOT, a hotel management systems firm, has enabled guests to add hotel reservations to their Apple or Google Wallets, using a QR code for simplified check-in. This digitalisation integrates with SIHOT.PMS, SIHOT.WEB, SIHOT.KIOSK, and SIHOT.GO! products, optimizing guest identification at self-service terminals and front desk. Carsten Wernet, SIHOT's CEO, highlights the enhancement of guest convenience and operational efficiency, aiming to reduce email clutter and check-in queues. Guests must still provide necessary information for their stay despite the digital reservation confirmations.

🏨 RateHawk, a B2B hotel booking platform, partners with Hays Travel Independence Group, offering 120+ members access to over 2.6 million accommodation options in 220+ countries. The partnership expands RateHawk's inventory, sourced from 300+ wholesalers and 120,000 directly contracted properties. In the past year, RateHawk added 70 wholesalers and 30,000 direct contracts, increasing its partners by 50% to over 93,000 travel professionals globally.