Ultimately, the decline of unionization in U.S. hotels will accelerate innovation. According to changing business models, HRM methods change, shifting from opposition “union-owners” to the culture and practice of participation. In addition to ‘mastering’ new markets, one can conditionally divide the main trends in the hotel industry into several key blocks: technology, loyalty, environmental friendliness/sustainable development, and the emergence of alternative formats. The design of services also changes in accordance with the trends. There is a shift in focus towards greater customization, even in low-cost segments. Digitalization is also changing the organization of sales and big data allows for personalization as specific as the color of a toothbrush. The collection of data by hotels and aggregators makes it possible to personalize the offer based on the guest’s previous experience (interests, room temperature, etc.). As a trend even before the pandemic outbreak, the digitalization of hotel services will obviously continue.
Virtual communities are becoming more widespread, as well as specialized hubs in smaller low-cost markets, and today, the experts discuss the contribution of virtual communities in fostering the innovation process by aggregating into an innovation-hub. Acting as the center of knowledge integration and value creation, the innovation-hub is a meta-organization playing the strategic role, supporting the innovation process, connectivity, and operational and motivational mechanisms.
In the immediate post-COVID landscape, there is a shift of consumer preferences towards extended stay properties, economy hotels, and drive-to resorts within five hours of major cities. As self-isolation measures tighten, the coronavirus pandemic has brought increasing demand to a new trend in the hospitality industry: long-term self-isolation room rentals.
The change in education models in the hotel industry should also be noted. The overwhelming majority of educational programs are carried out online. For example, NYU’s hospitality school offers students the ability to “study from anywhere in the world in the safety and comfort of your own home through online and remote instruction.”