Hilton Travellers’ Changing Expectations 2023 report highlights wellness demand
The 2023 trends report reveals focus on frictionless travel, more engaging experiences, a sense of caring and enhanced wellness offering for travellers around the world.
Hilton released at the end of last year its 2023 trends report, The 2023 Traveler: Emerging Trends that are Innovating the Travel Experience, A Report from Hilton. The study reveals the latest consumer expectations following a year when travellers showed up in record numbers.
Based on a global survey and analysis of current travel trends, today’s travellers are looking for a balance of technological and human innovations, deeper connections and care. The hospitality group emphasises also travellers’ need of embedded wellness experiences.
People to recognise travel as an essential part of their wellness routine
The new report is the result of evaluating both quantitative and qualitative data research paired with insights collected by more than 7,000 travellers across the world in a survey commissioned by Hilton and conducted by Material, a global strategy, insights, design, and technology partner.
The research uncovered four themes for 2023 travel, driven by traveller experiences over the last three years. One of them is wellness in the hospitality industry.
Overall wellness remains a priority for travellers as half of respondents seek travel experiences in 2023 that align with their wellness goals and priorities, addressing the mind, body and spirit.
Almost half (47%) of travellers said physical wellness and accessibility to fitness amenities like centres or activities would be at the top of their priority list when it comes to travelling in 2023.
Guests will also seek moments of connection with their communities, as well as insights and solutions that improve their mental and emotional health. Addressing mental health on the road will be prioritised by 35% of global survey respondents. Meanwhile another 49% of those employed will be looking to travel to disconnect from work.
Partnership with Peloton Interactive in the United States
Hilton remains committed to meeting the needs of these travellers. The hospitality group announced last October a new, industry-first partnership with Peloton Interactive, Inc., making Hilton the first hospitality brand to feature at least one Peloton Bike in fitness centres.
At the end of 2022, nearly all 5,400 U.S. Hilton-branded hotels – from Hampton by Hilton to Waldorf Astoria – featured at least one Peloton Bike, providing guests with a more holistic wellness experience, including access to Peloton’s world-class instructors and expansive connected fitness content.
The Hilton survey of US travellers indicated an overwhelming 98% of respondents are prioritising wellness activities while on the road, and within the Peloton community, 90% of Members report that they are more likely to stay at hotels with Peloton Bikes. Through this partnership, Hilton guests will now have a seamless way to incorporate wellness into their future travel plans – whether for business or pleasure.
“At Hilton, we understand the importance of a reliable and friendly stay that infuses wellness through all facets of the guest experience, including spa programmes, hotel design, guest room amenities, and food and beverage,” explained Matt Schuyler, Chief Branding Officer at Hilton. “This unique and exciting partnership with Peloton accelerates an important part of that equation, allowing us to enhance the stay with an innovative approach to fitness.”
“As the connected fitness category creator, we are constantly innovating on ways to meet our Members and prospective Members where they are, and that includes during busy travel seasons,” told Betsy Webb, global vice president, Peloton Commercial.
“We recognise the importance for our Members to maintain their wellness routines while on the road, with data showing over 1.6 million Peloton rides completed globally on Peloton Bikes in hotels in the past year. So, we are thrilled to be working with Hilton, allowing us to meet the needs of our current Members, while also enabling potential new Members to experience Peloton for the first time.”