October 20198 IN MYV EWBY FRANK TRAMPERT, MANAGING DIRECTOR & CHIEF COMMERCIAL OFFICER, SABRE HOSPITALITY SOLUTIONS, APACIn light of constantly evolving societies and technologies, shoppers' expectations are accelerating, and the industry is making bold moves to keep up with them. But what happens in retail isn't staying in retail. The expectations consumers have in this arena are transferring to every industry ­ hospitality included.A recent report, commissioned by leading technology provider to the global travel industry, Sabre, lead in partnership with global consumer trends and insights experts TrendWatching, we've come to identify six actionable trends, alongside examples of how innovative retail and hospitality players are harnessing these trends that will fuel the industry's next innovation, and get hoteliers to understand the crux of what guests will need, want and expect from them next.TRENDS1. Sentient SpacesTravelers are increasingly aware of an ever-growing ecosystem of cameras and sensors. They'll expect that it's all put to work to deliver truly smart physical spaces ­retail spaces, hotel rooms and more ­ that can identify and respond to the people moving through them.2. A-CommerceBusy travelers with places to go and sights to see will expect from their hotel what they're already being served by retailers: the ability to outsource certain experiences and tasks to algorithms and smart devices. This means the automation of hunting, negotiating, purchasing, and more.3. The End of ExcessThe chatter around single-use plastics has made your guests realize that the `grab-go throw' mindset is a dead-end for the planet. But it doesn't stop at plastic. Travelers' eyes are opening to all kinds of waste ­ wasted materials, wasted space, wasted food, wasted time and more. They're demanding that every brand they interact with (their hotel included!) rework its model to eliminate excess at every turn.4. Practical RepresentationNow, those who have traditionally been marginalized are demanding real change. They're expecting brands to put `inclusivity' to work to serve the practical needs of a diverse set of consumers. In other words, products, services, and spaces that cater to everyone.5. Fantasy IRLThanks to AR, VR and a host of other immersive technologies, fanciful worlds permeate the real world as never before. Travelers will play at the blurring boundaries between real destinations and imagined ones, embracing new chances to imagine, escape, explore, create and connect.INFINITE RETAILING,AND BEYONDFrank Trampert
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