A new approach to loyalty programmes, smart technology, will define the hospitality industry landscape to 2022, according to a report published by Colliers International.

The predictions indicate a rise in ultra-personalized guest services and technology-led changes to the physical configuration of hospitality spaces with new job roles to accommodate these changes.

The trends will be explored at Arabian Travel Market 2018, during a panel discussion titled The Hotel Landscape of The Future. Chaired by, Content Inc director, Gemma Greenwood, the discussion will span high-tech hospitality, new hotel concepts and the brands and hotels due to arrive in the region. Arabian Travel Market 2018 takes place at Dubai World Trade Centre from April 22-25.

The findings demonstrate that today’s hotel guests don’t want to be part of the crowd – they want a unique experience, personalized to their tastes and expectations and, preferably, in an unexplored, or emerging, destination.

The data predicts eight major global trends will also play out in the regional market. These are fresh and communal themed design; destination experiences; personalized loyalty benefits; “co-everything” shared spaces; multi-role jobs for hotel associates, empowered by technology; authentic experiences; data and smart hotels.

While the period 2016 – 2017 saw heightened merger and acquisition (M&A) activity, the trends predicted for the coming five years are expected to focus on concepts, design, and marketing, as well as associate job descriptions.

Driving evolution across operations, responsibilities will merge as associates shift from micro-tasking to multi-tasking, transitioning to multi-function roles, enabled by technology. As data applications advance, the traditional “yield manager” could be replaced by data scientists, who mine and analyze data on consumer behavior.

Other major predictions include authentic over obvious luxury,   adopting a genuine and more personalized style, and in-room destination guides offering curated and branded experiences. The introduction of personalized benefits through hotel loyalty schemes will see hotels offering bespoke and personalized benefits, based on customer buying behavior.

Celebrating its 25th year, ATM 2018 will build on the success of this year’s edition, with a host of seminar sessions looking back over the last 25 years and how the hospitality industry in the MENA region is expected to shape up over the next 25.

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