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August 10, 2022updated 26 Aug 2022 7:06am

Lodgings trends: Travel is top term on Twitter Q2 2022

Hotel Management Network lists the top five terms tweeted on lodgings in Q2 2022, based on data from GlobalData’s Travel & Tourism Influencer Platform.

The top lodgings trends are the most mentioned terms or concepts among Twitter discussions of more than 106 lodgings experts tracked by GlobalData’s Travel & Tourism Influencer platform during Q2 2022.

1. Travel – 680 mentions

The impact of the pandemic on the global travel industry, and Vacasa forecasting summer travel trends in the US this year, were some of the popularly discussed topics in Q2.

Rafat Ali, CEO of the travel company Skift, shared an article on the global travel industry having transformed into its own version of the Great Merging, where the pandemic has merged all boundaries of work, life, and travel. Therefore, all parts of the travel ecosystem have been impacted, including how it is marketed, researched, sold, shared, and consumed, the article detailed. For example, the travel industry is becoming digital, where the different phases of planning, booking, and destinations have all merged into each other as consumers increasingly adopt digital tools. Another trend noted by industry experts was the rise of local in hospitality, where most boutique hotels have been concentrating on bringing together guests and residents in search of localism.

Discussions around travel also included a tweet by Hotel Business, a source of hospitality news and information for owners, brokers, developers, designers, and management companies, on the home rental company Vacasa partnering with advertising and marketing agency Allison+Partners to find out what Americans have planned for the peak travel season ahead. The survey revealed that 63% of Americans had planned to travel this summer, which is a slight increase from the 59% who planned to do the same in 2021. In addition, 85% of the summer travellers reported plans to vacation more often this summer compared to last, the article highlighted.

The survey also found that 75% of those who work fully remote or in a hybrid format were more likely to take a vacation this summer and that 91% were more likely to travel more often than last year, the article noted. Additionally, while 74% planned to take summer trips within the US, 26% of the travellers planned international trips this year.

2. Resort – 354 mentions

Sandal Resorts International making its debut in Curacao by opening 350-room Sandals Royal Curacao, and a joint venture between Partners Group and funds managed by Trinity Fund Advisors leading to the acquisition of the luxury 431-room Four Seasons Resort Dallas at Las Colinas in Irving, Texas, were some of the popular discussions during Q2.

Travel Plus, offering travel industry news and insights, shared an article on Sandals Royal Curacao opening in Curacao. The property, which features 350 guestrooms and suites, is Sandal’s first resort in the Dutch Caribbean island, the article detailed. The property also features the brand’s first off-site dining programme called the Island Inclusive, which is available on stays of seven nights or longer for Sandals Select Reward Members and guests housed in the Butler Suites. The Sandals Foundation has also entered into a partnership with Netherlands’ AFC Ajax team to unveil Future Goals, a programme that transforms fishing nets found in the ocean and recycled plastic waste into soccer goals for children.

The term also trended in a discussion on the acquisition of the luxury 431-room Four Seasons Resort Dallas in Texas by Partners Group, a global private markets firm and Trinity Fund Advisors, an affiliate of Trinity Real Estate Investments, in an article shared by Hotel News Now, an online source for hotel news. According to reports, following the acquisition, the two entities have planned to undertake a multimillion-dollar capital improvement plan that will establish the property as the premier group and leisure destination in the Dallas Metroplex, the article noted. 

Reports further suggest that the Four Seasons hotel was last sold in October 2018 for $235m,   amounting to $545,244 per key. The American real estate developer Extell Development Company currently owns the property, which is also the only luxury golf resort in the Dallas Metroplex, the article further detailed. Jason Longo, member of management, Private Real Estate at Partners Group, stated that the strong local economy, population growth, and employment rates drove the investment.

3. Booking – 127 mentions

Wyndham introducing its Wyndham Hotels & Resorts mobile app for streamlining and personalising booking experience during the pandemic, and Mirai and SHR partnering to increase hotels’ direct bookings, were some of the popular discussions in the second quarter.

LodgingMagazine, the official publication of the American  Hotel & Lodging Association (AHLA), shared an article on the US hotel company Wyndham launching its new in-app planning and booking tool at the height of the pandemic in September 2020. In May 2022, the company introduced an interactive road trip planner within that app, which Jessica Davidson, senior vice president, digital, Wyndham Hotels & Resorts, stated had been in the cards since the mobile app launch in 2020.

The latest digital innovation allows guests to plan their travels more quickly, including booking lodging. The rollout of this app came just ahead of the summer travel season that is expected to witness a surge in road trippers, the article noted.

In another discussion, Richard Burns, a hotel specialist dealing in TV systems and broadband internet for hotels, shared an article on Mirai, which helps hotels maximise their direct sales, and Sceptre Hospitality Resources (SHR), offering distribution technology and services for the hospitality industry, having collaborated to improve hotels’ direct bookings. The article detailed that Mirai’s booking engine and SHR’s Windsurfer CRS allowed SHR customers to access Mirai Metasearch to connect their direct pricing on metasearch engines. Mirai’s integration with the main metasearch engines, such as Trivago, Google Hotel Ads, Tripadvisor, and others, minimised distribution costs, increased direct sales, and reduced dependence on online travel agencies (OTAs).

Amanda Milam, integration manager at SHR, stated that the right metasearch strategy and integrations allowed hotels to drive more direct business and sales, and also ensured that they convert guests on the right channels at the lowest cost of acquisition.

4. Pandemic – 122 mentions

Global hotel occupancy levels in April and May 2022 having exceeded pre-pandemic levels, and the Hilton’s CEO expecting to return to pre-pandemic hotel performance later this year, were some of the trending discussions in Q2.

Hospitality Trends, on online platform providing hospitality news, shared an article on global hotel occupancy having surpassed 2019 levels for the first time since the start of the Covid-19 pandemic. Data further revealed that global hotel bookings in June, July, and August 2022 were at par with 2019 levels with the potential to grow further. The article further highlighted that the transient average daily rate achieved on room bookings globally rose by 11% over 2019 with a majority of hotel bookings still being made within a week of travel. The pent-up demand for travel over the two years of the pandemic is expected to see a rapid recovery this year, with the summer of 2022 anticipated to be the busiest since the pandemic, and hotels preparing to meet the growing demand amid growing challenges, the article detailed.

Discussions on the term also revolved around the US-based hotel company Hilton reporting a $211m profit for the first three months of 2022. This is expected to be a substantial acceleration in recovery from the same period last year, when the hotel reported a loss of $109m, the article noted. Hilton’s CEO Christopher Nassetta believes that the hotel will return to pre-pandemic performance levels later this year, with the biggest leisure summer this year that will surpass last summer performance, and an uptick in business and group travel as people return to office during fall.

Business travel demand represented 45% of the room night business at Hilton, the article highlighted. In comparison, it represented 55% of the business pre-pandemic. Business travel demand in the US alone for Hilton was down only 9% from 2019 levels in March. Nassetta has estimated business travel demand at the company to eclipse 2019 levels by the end of 2024.

5. Restaurant – 84 mentions

Maverick Hotels and Restaurants having added three hotels to its portfolio, and Pizzeria Uno launching a new restaurant conversion franchise opportunity for hotel owners, were popularly discussed in the second quarter of the year.

Richard Burns shared an article on Robert Habeeb, the founder and CEO of Maverick Hotels and Restaurants having announced the addition of three hotels in the metropolitan Chicago market to its portfolio. The Prairie Lakes Resort is situated about 28 miles from downtown Chicago and 30 minutes from the O’Hare International airport, the article detailed. The 308-room hotel brings together classic Chicago and Midwestern hospitality along with 7,000 square feet of flexible meeting space, and a Cave Bar at the atrium.

The term also trended in an article shared by Hotel Business on Pizzeria Uno, a Chicago-style deep-dish pizzeria franchise introducing a new restaurant conversion franchise opportunity for hotel owners. The new growth approach was designed immediately after the company converted three of its in-hotel restaurants in the Midwest into Pizzeria Uno locations earlier in 2022. All of the restaurants reported a substantial increase in sales, the article noted.

According to Erik Frederick, CEO of Pizzeria Uno, one location is bringing in around ten times the volume on an average day. Chris Dellamarggio, head of marketing at Pizzeria Uno, meanwhile noted that this rapid growth is due to four profitable revenue streams, including improved revenues from dine-in for hotel guests, take-out for hotel guests, take-out and/or delivery sales from the local community, and dine-in revenue from people living nearby.

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