Les Roches
Report on Tourism Trends 2024: an innovative and sustainable vision
Carlos Díez de la Lastra, CEO of Les Roches
Les Roches
Report on Tourism Trends 2024: an innovative and sustainable vision
The beginning of 2024 marks a milestone in tourism recovery, driven by technological advances and growing environmental awareness. According to the prestigious Les Roches school, a leader in tourism and hotel training, this year is defined by the consolidation of emerging trends, highlighting the integration of technology as a catalyst for personalized and environmentally friendly travel experiences.
Carlos Díez de la Lastra, CEO of Les Roches, emphasizes that 2024 is not only witnessing the evolution of the sector but also a profound transformation in the interaction with guests. The post-Covid era has redefined customer expectations, who now value personalization, sustainability and a connection to the local. These changes are enabled by automation, artificial intelligence, and efficient management systems, which not only improve the guest experience but also operational efficiency.
Les Roches remains at the forefront, training professionals with a holistic approach that combines theory and practice, prepared to lead in the industry with advanced skills and deep technological knowledge.
Sustainability is becoming a priority, reflected in the increase of travelers seeking greener options, with hotels adapting to renewable energy and smart systems to minimize their environmental impact. This approach also encompasses economic and sociocultural aspects, promoting respect for local communities and contributing to their development.
Personalization reaches new levels, with the adoption of artificial intelligence and big data making it possible to anticipate and meet customer needs proactively. Digitalization facilitates smooth and efficient communication, marking an era of hyper-personalization in the sector.
The industry also sees a growing interest in health and wellness-based travel, with activities that promote a more authentic and enriching experience. Les Roches is responding to these trends with specialized programs, such as its Postgraduate Diploma in Golf Course Management, highlighting the importance of adapting to emerging traveler preferences.
In addition, the influence of social media on travelers' decision-making is indisputable, serving as a key platform to inspire, influence bookings and build credibility through authentic experiences.
In conclusion, 2024 is shaping up to be a year of innovation and sustainability in tourism, driven by technology, personalization and an unwavering dedication to environmental conservation, setting new expectations and standards for the hospitality industry.
The technological revolution in tourism
Technology has emerged as the cornerstone of this new era, radically transforming the travel experience. The digitization of services, from automated check-in to personalized virtual assistants, is setting a new standard for convenience and efficiency. Les Roches highlights how artificial intelligence and resource management systems, such as Business Management Systems (BMS), are optimizing hotel operations and enhancing the customer experience. These technological advances not only offer unprecedented personalization but also promote sustainable practices by reducing waste and improving energy efficiency.
Sustainability: a travel industry imperative
Sustainability has become a priority for tour operators and travelers alike, driven by an increased awareness of the environmental impacts of tourism. Les Roches stresses the importance of adopting renewable energy, efficient water management and smart air conditioning systems to minimize the ecological footprint. The Booking.com report cited above reveals a growing demand from travelers for more sustainable options, indicating a shift in consumer preferences towards more responsible practices.
Innovations in sustainability
Hotels around the world are leading the way in sustainability, integrating solar panels, water recycling systems and zero waste policies. In addition, the adoption of BMS enables more efficient management of energy and resources, contributing significantly to the reduction of the carbon footprint of hotel operations.
Hyper-personalization: the new frontier in hospitality
Extreme personalization is another trend that Les Roches identifies as crucial to differentiate itself in the tourism market. The digital age has enabled the use of big data and advanced analytics to better understand customer preferences and behaviors, allowing tourism providers to offer highly personalized experiences. This hyper-personalization goes beyond simply tailoring services; it is about creating unique and memorable experiences that reflect the individual interests and desires of each traveler.
Experiential tourism: beyond traditional travel
Experiential travel represents a shift towards the authentic and personal, where health, wellness and immersion in local culture are key. Les Roches points to this holistic approach as a growth area, where travelers are looking for more than simply visiting a destination; they want to experience it in a meaningful way. Wellness activities, active tourism and exploration of local gastronomy are not just complements to the tourism experience, but core elements of it.
Innovations in experiential tourism
Health and wellness-based tourism is expanding, with options ranging from yoga retreats to vacations focused on mental health. Hotels and resorts are collaborating with wellness experts to offer customized programs that cater to the specific health and fitness needs of their guests. In addition, the focus on authenticity is driving travelers to seek experiences that reflect the true essence of the destination, such as food tours that highlight local products or activities that encourage interaction with local communities.
The influence of social media on tourism
Social media has transformed the way travelers discover, choose and share their travel experiences. Les Roches recognizes this phenomenon as a powerful marketing and communication channel for the tourism industry. The visuality of platforms such as Instagram and TikTok inspires travelers to explore new destinations, while reviews and comments on social media and opinion sites have become essential decision-making tools.
Social media strategies for tourism
Creating engaging and authentic content that showcases real experiences can significantly influence audience perception and travel decisions. Digital marketing campaigns, influenced by influencers and content creators, not only increase the visibility of destinations but also build an engaging narrative that can convert viewers into future visitors.
Tourism education for a new era
Tourism and hospitality education, such as that offered by Les Roches, plays a crucial role in preparing future industry leaders to face these changes. The combination of theory and practice in real-world environments ensures that graduates not only understand current trends but are also equipped with the skills to innovate and adapt to future demands.
Preparing professionals for the future
Les Roches programs, such as the Postgraduate Diploma in Golf Course Management, reflect a commitment to specialization and adaptability, offering students an education that transcends traditional apprenticeships. The institution fosters a leadership mindset and a deep understanding of sustainability, technology and customization, preparing its students to be pioneers in the industry.
Tourism in 2024 is defined by innovation, sustainability, personalization and experience. The integration of advanced technologies, the importance of sustainable operations, the demand for hyper-personalized services and the desire for authentic travel experiences are trends that are reshaping the industry. Les Roches positions itself as a leading institution in tourism education, preparing professionals to lead in this new era of tourism.
The continuous evolution of the tourism industry demands constant adaptation and innovation. As we move into the future, the ability to anticipate and respond to these trends will define the success of destinations, operators and tourism professionals. In this dynamic landscape, specialized education and the adoption of new technologies and sustainable practices will be key to creating memorable and responsible experiences for travelers around the world.
The authors are responsible for the choice and presentation of the facts contained in this document and for the opinions expressed therein, which are not necessarily those of Tourism and Society Think Tank and do not commit the Organization, and should not be attributed to TSTT or its members.
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