Innovation

📝 FuturePlus, a sustainability management and ESG reporting platform, recently expanded its IMPACT CERTIFIED ecosystem with an additional 84 hotels. The platform, operational for over three years, supports the hospitality industry in embedding sustainability and ethical governance. As consumer preference leans towards accommodations with trusted certifications, with 65% preferring such options, FuturePlus offers a badge upon verification of a FutureImpact assessment. This badge signifies a commitment to environmental and social factors. The company is a strategic partner to Booking.com and Travalyst Compliance. FuturePlus clients have set over 4,200 sustainability goals, achieving more than 2,700, with the 84 IMPACT CERTIFIED hotels achieving 750 sustainability goals. TROO Hospitality, working with FuturePlus since September 2022, is developing a sustainability strategy named TROO Impact. Atlas Hotels, operating 58 hotels across the UK, leverages FuturePlus for clarity and structure in their sustainability initiatives.

💰 The "State of Fashion: Luxury" report by Business of Fashion and McKinsey reveals shifts in the luxury industry, notably a preference for experiences over products. Luxury hotels can capitalize on this trend by offering personalized and human-first services, using AI to enhance guest interactions. Marketers emphasize the importance of optimism in promoting products and services, focusing on positive aspects rather than problems. Revenue Management Automation (RMA) is emerging to optimize pricing strategies, suggesting that Revenue Management Systems (RMS) may not have fully achieved this in the past. Google is testing an 'AI Mode' for search queries to provide summarized information, potentially affecting website traffic and analytics for hotels. Marketing success relies on emphasizing a product's compelling features, inspiring customer desire and driving sales.

🔎 Boomerang, launched in 2022, is an AI-driven lost & found platform serving the travel, sports, entertainment, and hospitality industries. In 2024, Boomerang experienced over 1,000% growth in key sectors. A notable partnership with the Wells Fargo Center led to a 40% increase in items returned and a reduction in waste. As of January 2024, Boomerang has raised $7.7 million in funding, with a $4.9 million seed round from LightShed Ventures. The platform's network is expanding to include global travel hubs and luxury brands, aiming to enhance customer satisfaction and brand loyalty.

👨️ The hospitality industry is implementing technology like smart rooms and contactless check-ins, with a focus on security as an indispensable necessity. Access control solutions are vital for guest protection and staying ahead of threats. Apple Wallet's integration offers a secure, user-friendly method for room access, reducing the need for physical keycards and lowering costs by eliminating dedicated mobile apps. Access control systems also aid operational efficiency, data insights for optimizing staffing and maintenance, and support sustainability goals by managing energy usage. Investing in robust security systems is essential for fostering guest trust and loyalty and remaining competitive. Darien Long, SVP at dormakaba North America, emphasizes these points, drawing on her expertise in hospitality software and operations.

🏨 Hotels integrating OPERA PMS with STAAH can use Oracle Hospitality Integration Platform (OHIP) for a seamless connection, leveraging over 3,400 API functions for two-way real-time synchronization. Steps include registering for OHIP, financial discussions, data mapping, and testing. Benefits include self-service, extensive API capabilities, and 24/7 support via Slack. This integration enhances operational efficiency and guest experience.

💻 In 2025, the hospitality industry leverages digital transformation, with key trends including AI-powered efficiency, customer-centricity with brands like Nike aligning with values, data privacy as a selling point, evolving social media platforms, integrated CRM and loyalty systems, strategies for fragmented media environments, sustainability as a business imperative, and adaptability to economic/political uncertainty. Brands must be agile, utilize AI and advanced analytics, focus on values-driven campaigns, and make data-driven decisions to stay competitive and resonate with consumers.

📱 Travel companies are using GenAI for customer service, sales, marketing, and content creation. Google launched Agentspace in December 2024, while Salesforce released AgentForce 2.0 the same month, with CEO Marc Benioff envisioning one billion AI agents by 2026 and a market potential in the trillions. Nvidia's Jensen Huang also identified a multi trillion-dollar opportunity in January 2025. Autonomous agents are set to increase automation, possibly replacing human tasks while improving efficiency. AI in travel requires clean data, with Snowflake winning "Innovator of the Year" at The Phocuswright Conference 2024. Companies are appointing chief AI officers to manage the transition.

🏡 FuturePlus, a sustainability management and ESG reporting platform, has added 84 hotels to its IMPACT CERTIFIED ecosystem, addressing travelers' preference for sustainable stays despite 70% feeling overwhelmed by the booking process. Over three years, FuturePlus has integrated sustainability into the lifecycle of hospitality assets. With a robust technology platform and expert advice, hoteliers can improve their environmental and social impact. Currently, 65% of travelers prefer accommodations with trusted certifications, and 67% support standardized accreditation processes. The FuturePlus IMPACT CERTIFIED badge, a mark of continuous improvement and transparency, is backed by partnerships with Booking.com and Travalyst Compliance. FuturePlus clients have set more than 4,200 sustainability goals, achieving over 2,700, including 750 goals by the 84 IMPACT CERTIFIED hotels. TROO Hospitality started its sustainability journey with FuturePlus in September 2022, focusing on Education, Collaboration, and Empowerment. Atlas Hotels, managing 58 hotels including Europe’s largest Holiday Inn Express franchise, leverages the FuturePlus platform for structured sustainability initiatives.

🍴 HOTREC representatives Marine Thizon and Jasper Dober visited Thai Café in Belgium, owned by Michel De Bloos. Thai Café, with 22 branches, shifted from single-use plastic to a reusable packaging system using Kiobox - a mix of ABS plastic and wood fibers, lasting five years without quality loss, achieving a 90% return rate, and saving over 5 million single-use boxes. The chain delivers 75% of orders in-house due to limitations of food delivery platforms' support for reusables and faces challenges like high commission charges on refunds by payment processors and ambiguous EU regulations concerning reusable packaging.