Trends in European Hotel Hospitality for 2024

In response to increasing environmental concerns, hotels in Austria and Germany are leading investments in sustainability, with a significant percentage expressing interest in sustainable products and services. Despite varying levels of interest across European nations, overall, there’s a growing focus on energy efficiency and waste reduction due to rising energy costs.

Additionally, hotels in Greece, France, and Austria are targeting Gen Z travelers, while Germany emphasizes attracting domestic tourists. Across Europe, hotels are catering more to families and adapting their food offerings to align with consumer trends, with a notable emphasis on vegetarian, vegan, and regionally sourced options, alongside efforts to reduce plastic usage.

Interestingly, while Artificial Intelligence (AI) has been a buzzword in travel, the enthusiasm for AI among hoteliers appears to be diminishing. However, for those still interested, customer chatbots and dynamic pricing are popular AI tools being considered.

Overall, European hotels are prioritizing providing local experiences for guests, with a majority of hoteliers in several countries aiming to enhance these offerings in the coming months.

This reflects a broader trend within the hospitality industry towards sustainability, personalized experiences, and catering to evolving consumer preferences.