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From innovative guest experiences to sustainable menus, here are the trends that will shape luxury travel experiences in 2020 according to Accor.

As a new decade approaches, the hospitality industry will evolve to meet changing aspirations, needs, and guest behaviors. With travelers becoming more concerned with sustainability, wellness, equality, and mindfulness, luxury hotel operators need to innovate their offerings. Today’s discerning travelers not only expect hotels to provide relaxation and entertainment but also meaningful experiences that enrich their body, mind, and soul.

Innovative Guest Experiences

No longer satisfied with cookie-cutter itineraries and typical tourist attractions, new-age luxury travelers seek to create positive memories through unique and individualized engagements. Traveling becomes a part of their identity and an important step in understanding the world and themselves. These travelers expect more from their hotels than just beautiful accommodation and top-notch service.

Transformative Travel

Searching for immersive experiences that will transform more than just Instagram feeds, modern luxury travelers crave empowering moments and meaningful, lasting changes in their lives. Typically in the form of community work, yoga retreats, and wellness getaways, transformative travel helps to bring out the best in everyone.

Mindful Purchasing

Hungry for more authentic local immersion, travelers often start with what they eat, which drives hotels to scrutinize the origin and procurement of their food products. Re-thinking the current supply chain addresses issues such as food wastage. While the procurement process is often transparent to guests, mindful purchasing directly affects the guest experience in terms of sustainable menus, green initiatives, and fulfillment of their travel aspirations.

Sustainable Menus

The latest buzzwords on the menu, plant-based meat substitutes, are finding their way into many restaurants across Asia-Pacific.  Going beyond reducing food waste and single-use plastics, the hotel industry is now looking to create sustainability from the very source.  Livestock farming is known to have a vast environmental footprint.  It contributes to land and water degradation, biodiversity loss, acid rain, coral reef degeneration and deforestation among many other negative impacts.

Meanwhile, at selected Accor Malaysia, Indonesia and Singapore’s hotel restaurants and bars, guests can enjoy a good cup of Gayo coffee, an Indonesian locally-grown Arabica coffee. Since 2016, the Group supports Indonesian coffee producer to diversify their crops and income streams by planting native trees in the area of Takengon, Central Aceh District, Sumatra in partnership with PUR Projet.