The hotel has traditionally been defined as a place to stay overnight. But increasingly, people are no longer just looking for a place to lay their heads, with the expectation of strict check-in and check-out times. What is now desired from a hotel is an experience and one that reflects the individual’s lifestyle. The hotel itself has become a destination.

An holistic approach to hospitality is a growing trend. Mental, emotional and physical well-being are all nurtured within the hotel’s four walls, along with a sense of community. The Equinox Hotel Hudson Yards in New York City is a prime example, with its range of group fitness classes, luxury spa and social dining spaces.

Providing an authentic experience inspired by the hotel’s location through local artwork, food and design is what defines The Hoxton brand. And The Stratford Hotel in London builds on this idea of the hotel being an extension of life in the local area with its Manhattan Loft Gardens. Rent an apartment for just a week or 6+ months, with full access to hotel facilities. The spirit is one of bringing individuals together to create a vibrant community. It’s the ultimate home-hotel experience.

And with interior collections such as Soho Home from Soho House, it’s possible for people to recreate the hotel experience in their very own homes. Mama Shelter hotels have introduced a sexcation package that includes a ‘Sexy Mama box’, complimentary XXX in-room movies and late check-out. This interestingly reverses the trend, with the hotel experience mirroring that of the home.

Hygiene, social distancing and contactless technology have all been boosted throughout the hospitality industry as a result of COVID-19. And hotels across the globe are finding new ways of providing value in light of restrictions in other areas of everyday life. For example, Raffles Singapore has introduced an innovative ‘Work from Home’ initiative. Luxurious suites are transformed into stylish places to work – with butler service included. So, an unexpected development of COVID-19 is that the hotel can now offer the daily work as well as leisure experience.

In the future, people are likely to want increasingly personalised services in-room, as well as individually tailored fitness and food programmes. And perhaps becoming commonplace, interactive walls and spaces that emulate entertainment venues.

Will people one day want hotels run by AI entirely; either for convenience or simply the novelty factor? Alternatively, hotels may build upon their positions as micro-communities to become activity hubs for cooking classes with local chefs or event venues for local creative talent. It’s exciting to imagine how hotels will keep challenging the traditional experience as our expectations and lifestyles evolve.