酒店业的未来

January 2026 Contents New frontiers in hospitalityHospitality at a crossroadsSix imperatives for hospitality companies to considerHow hospitality should adapt to a changing marketAuthorsEndnotes Amid the stunning landscape of California’s Joshua Tree National Park,a new hotel debuted in 2025—the first such development in the areain over 15 years. Set across 180 acres of desert land, the hotel utilizessteel-frame modular units on commercially zoned property, aiming tomeet visitor demand for accommodations while addressing communityconcerns about the impact of short-term rentals in residentialneighborhoods.1Elsewhere, similar approaches are being taken: arecently opened eco-lodge near Grand Teton in Wyoming uses off-gridwater and energy systems to minimize environmental disruption,while a small retreat in Vermont was converted from historic farm Deloitte recognizes the complexity, speed, and convergence of theseeconomic and social factors and their impact on the hospitalityindustry, which spans destination-focused enterprises including hotels,cruises, time-shares, vacation rentals, and online travel agencies.Deloitte conducted a two-year Future of Consumer research initiative This undertaking has culminated in the identification of 6 Forces (figure1), in many cases representing unprecedented changes that appear tobe not only reshaping consumer-facing companies but also revealing Today’s travelers are digitally fluent and algorithmically steered. Theyfind and latch onto experiences through reels, AI trip planners, andpeer influencers—not only through brand loyalty. In this environment,standing out requires delivering experiences that resonate emotionallyand create memorable, authentic interactions. If those experiencescan deliver financial success, it will become another proof point for To thrive under these conditions, the hospitality The six forces While the 6 Forces span a broad range of challenges that consumer-facing companies should confront in the coming years, researchindicates that these forces represent an initial wave of transformation for the hospitality industry. This transformation is alreadydriving change—and creating a unique set of issues that are shaping the future of hospitality. •Issues:The ways in which the 6 Forcesare manifesting today and creating a set of •Strategic imperatives:The decisive actions thatwill allow businesses to successfully navigate Hospitality at a crossroadsISSUES: The hospitality industry faces shifting consumer behavior and macroeconomic headwinds. Our research shows thatguests expect more tailored experiences, many of them seeking value for the price.4Labor, capital constraints, and Traditional growth models are under pressure from C.Capital crunch A resort chain’s property improvement plan might include astreamlined, tech-enabled check-in hub; multiple stylish loungesfor socialization and relaxation; and a selection of family-orientedrestaurants offering a range of culinary options. But research showsthat hospitality operators are pressing pause on many of theseplans. While there’s been a steady improvement in commercial credithealth/quality in the leisure and hospitality industry since 2020, thenumber of hotels under construction in the US hit a five-year low in A.A transforming consumer market A digital nomad checks into a co-living hub that boasts workspacesand a juice bar. This guest is part of a growing cohort of mobiletravelers. In 2024, 18.1 million Americans—about 11% of theworkforce—identified as digital nomads, a 147% increase since2019.5Their requirements may differ from those of luxury travelerswho expect discreet check-ins or personalized concierge service.Yet hospitality companies should cater to these diverse preferenceswithout diluting brand or service quality. At the same time, D.Tourism backlash When residents of Barcelona, Spain began spraying tourists withwater guns, the images went viral. This act of revolt illustrates what’shappening in many high-traffic areas as mass tourism strains lifefor local residents. Housing prices soar. Large crowds overrun localinfrastructure. Wastewater from arriving cruise ships pollutes localports.11The environmental stress has contributed to insurers raisingpremiums and forced local governments to put limits, taxes, and B.Customer acquisition complexity A guest often makes a booking based on what they see in their socialfeed—dazzling visuals featuring a hotel rooftop pool in a 30-secondreel. In this world of AI-driven search and influencer content,algorithmic suggestions and peer reviews team up to drive traffic inways that search engine optimization (SEO) can’t. As digital behaviorsevolve, conventional acquisition models may struggle to keep upwith these new journeys—and hospitality providers are learninghow customer acquisition approaches are evolving with moderntechnologies and media outlets. Adding to the intensifying customer E.The workforce dilemma Operational stability in the hospit