The Contemporary Issues in Hospitality and Tourism course in the Lamar University online Master of Science (M.S.) in Hospitality Leadership program delves into current topics in the industry, evolving with the internal and external circumstances that lead to change. As a dynamic consumer and lifestyle sector, the hospitality and tourism sectors progress in response to social, ethical, business, technology and environmental changes.
The program prepares students with the business, management, organization, communication, customer service and technology skills needed for the industry. Graduates learn to combine critical business theories and expertise with the most innovative and in-demand hospitality leadership practices to help ensure the success of their organizations.
Aspiring hospitality leaders must know how to recognize and adapt to current trends impacting the future of hospitality and travel.
COVID-19
The World Tourism Organization reports that “global international tourism arrivals fell by 73%” in 2020. The airborne transmissibility of the COVID-19 virus caused border closings, travel restrictions and a near-complete shutdown of the industry in 2020. Well into 2022, the pandemic continues to impact travel and tourism. As hotels lost billions in room revenue and airline passenger revenue dropped, the industry adapted with improved sanitation and air filtering, social distancing and disinfecting methods that continue to keep travelers safe. In addition, the pandemic increased the industry’s urgency to prepare for future airborne viruses because of its disproportionate impact on businesses that cannot operate remotely.
Digital Transformation
Technologies are improving travelers’ convenience and safety. Websites and software facilitating contactless check-ins and service also lead to new operating models, including hotels without front desks, smart self-service applications for visitors to use in hotel rooms and airport kiosks taking over positions formerly held by humans. Technology is automating operations and reducing costs but potentially depersonalizes the travel experience and human connection many travelers appreciate. Industry leaders must balance potential business gains while creating meaningful human experiences.
Big Data, Customer Loyalty Rewards and Personalization
Today’s consumers expect a higher standard of treatment from businesses, especially regarding travel. Customers want to be recognized as individuals and appreciated for their loyalty. Companies use highly personalized email communications and tailored website experiences to connect more intimately with customers. At the same time, many struggle to reduce the complexity of reward systems while still calibrating benefit levels to optimize profits. Behind the scenes, technologies such as predictive analytics and customer profiling software help companies to better understand consumer journeys and match promotions with consumer segments. In-room technologies allow for personalization of the hotel experience with entertainment and comfort options that suit individual preferences.
Environmental Sustainability
A 2020 Booking.com Sustainable Travel Report found that 96% of Indian travelers value sustainable travel. Younger generations, in particular, value environmental sustainability in the companies they choose to do business with, changing hospitality and tourism industry operations. Many hotels are reducing disposable plastics, decreasing unnecessary paper consumption, using bedsheets made from organic materials and limiting overall energy consumption.
Enhanced Revenue Streams
Business leaders in the sector increasingly use big data to identify new revenue stream investments, including on-site restaurants, spa experiences and entertainment facilities at hotels. Many tourism-based businesses are pursuing partnerships for additional revenue-generating opportunities. Key performance indicators to boost with new revenue streams include charges per stay and average lifetime customer value.
Social Media
“Doing it for the gram” is the newest motivation of younger travelers. People now want to be able to share their vacation experiences online and influence their friends. Making hotels, cruise lines or other travel businesses “instagrammable” through design and company branding via the most popular social platforms is no longer just about getting free or low-cost advertising. It is now a business imperative necessary to attract an increasing percentage of travelers.
The Lamar University online M.S. in Hospitality Leadership program continually explores the evolving trends that matter most in hospitality and tourism and reinforces the importance of keeping your finger on the pulse of the industry.
Learn more about the Lamar University online M.S in Hospitality Leadership program.
