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Travel, Tourism & Hospitality

Global tourism industry - statistics & facts

What are the leading global tourism destinations, digitalization of the global tourism industry, how important is sustainable tourism, key insights.

Detailed statistics

Total contribution of travel and tourism to GDP worldwide 2019-2033

Number of international tourist arrivals worldwide 1950-2023

Global leisure travel spend 2019-2022

Editor’s Picks Current statistics on this topic

Current statistics on this topic.

Leading global travel markets by travel and tourism contribution to GDP 2019-2022

Travel and tourism employment worldwide 2019-2033

Related topics

Recommended.

• Hotel industry worldwide
• Travel agency industry
• Sustainable tourism worldwide
• Travel and tourism in the U.S.
• Travel and tourism in Europe

Recommended statistics

• Basic Statistic Total contribution of travel and tourism to GDP worldwide 2019-2033
• Basic Statistic Travel and tourism: share of global GDP 2019-2033
• Basic Statistic Leading global travel markets by travel and tourism contribution to GDP 2019-2022
• Basic Statistic Global leisure travel spend 2019-2022
• Premium Statistic Global business travel spending 2001-2022
• Premium Statistic Number of international tourist arrivals worldwide 1950-2023
• Basic Statistic Number of international tourist arrivals worldwide 2005-2023, by region
• Basic Statistic Travel and tourism employment worldwide 2019-2033

Total contribution of travel and tourism to gross domestic product (GDP) worldwide in 2019 and 2022, with a forecast for 2023 and 2033 (in trillion U.S. dollars)

Travel and tourism: share of global GDP 2019-2033

Share of travel and tourism's total contribution to GDP worldwide in 2019 and 2022, with a forecast for 2023 and 2033

Total contribution of travel and tourism to GDP in leading travel markets worldwide in 2019 and 2022 (in billion U.S. dollars)

Leisure tourism spending worldwide from 2019 to 2022 (in billion U.S. dollars)

Global business travel spending 2001-2022

Expenditure of business tourists worldwide from 2001 to 2022 (in billion U.S. dollars)

Number of international tourist arrivals worldwide from 1950 to 2023 (in millions)

Number of international tourist arrivals worldwide 2005-2023, by region

Number of international tourist arrivals worldwide from 2005 to 2023, by region (in millions)

Number of travel and tourism jobs worldwide from 2019 to 2022, with a forecast for 2023 and 2033 (in millions)

• Premium Statistic Global hotel and resort industry market size worldwide 2013-2023
• Premium Statistic Most valuable hotel brands worldwide 2023, by brand value
• Basic Statistic Leading hotel companies worldwide 2023, by number of properties
• Premium Statistic Hotel openings worldwide 2021-2024
• Premium Statistic Hotel room openings worldwide 2021-2024
• Premium Statistic Countries with the most hotel construction projects in the pipeline worldwide 2022

Global hotel and resort industry market size worldwide 2013-2023

Market size of the hotel and resort industry worldwide from 2013 to 2022, with a forecast for 2023 (in trillion U.S. dollars)

Most valuable hotel brands worldwide 2023, by brand value

Leading hotel brands based on brand value worldwide in 2023 (in billion U.S. dollars)

Leading hotel companies worldwide 2023, by number of properties

Leading hotel companies worldwide as of June 2023, by number of properties

Hotel openings worldwide 2021-2024

Number of hotels opened worldwide from 2021 to 2022, with a forecast for 2023 and 2024

Hotel room openings worldwide 2021-2024

Number of hotel rooms opened worldwide from 2021 to 2022, with a forecast for 2023 and 2024

Countries with the most hotel construction projects in the pipeline worldwide 2022

Countries with the highest number of hotel construction projects in the pipeline worldwide as of Q4 2022

• Premium Statistic Airports with the most international air passenger traffic worldwide 2022
• Premium Statistic Market value of selected airlines worldwide 2023
• Premium Statistic Global passenger rail users forecast 2017-2027
• Premium Statistic Daily ridership of bus rapid transit systems worldwide by region 2023
• Premium Statistic Number of users of car rentals worldwide 2019-2028
• Premium Statistic Number of users in selected countries in the Car Rentals market in 2023
• Premium Statistic Carbon footprint of international tourism transport worldwide 2005-2030, by type

Airports with the most international air passenger traffic worldwide 2022

Leading airports for international air passenger traffic in 2022 (in million international passengers)

Market value of selected airlines worldwide 2023

Market value of selected airlines worldwide as of May 2023 (in billion U.S. dollars)

Global passenger rail users forecast 2017-2027

Worldwide number of passenger rail users from 2017 to 2022, with a forecast through 2027 (in billion users)

Daily ridership of bus rapid transit systems worldwide by region 2023

Number of daily passengers using bus rapid transit (BRT) systems as of April 2023, by region

Number of users of car rentals worldwide 2019-2028

Number of users of car rentals worldwide from 2019 to 2028 (in millions)

Number of users in selected countries in the Car Rentals market in 2023

Number of users in selected countries in the Car Rentals market in 2023 (in million)

Carbon footprint of international tourism transport worldwide 2005-2030, by type

Transport-related emissions from international tourist arrivals worldwide in 2005 and 2016, with a forecast for 2030, by mode of transport (in million metric tons of carbon dioxide)

Attractions

• Premium Statistic Leading museums by highest attendance worldwide 2019-2022
• Basic Statistic Most visited amusement and theme parks worldwide 2019-2022
• Basic Statistic Monuments on the UNESCO world heritage list 2023, by type
• Basic Statistic Selected countries with the most Michelin-starred restaurants worldwide 2023

Leading museums by highest attendance worldwide 2019-2022

Most visited museums worldwide from 2019 to 2022 (in millions)

Most visited amusement and theme parks worldwide 2019-2022

Leading amusement and theme parks worldwide from 2019 to 2022, by attendance (in millions)

Monuments on the UNESCO world heritage list 2023, by type

Number of monuments on the UNESCO world heritage list as of September 2023, by type

Selected countries with the most Michelin-starred restaurants worldwide 2023

Number of Michelin-starred restaurants in selected countries and territories worldwide as of July 2023

Online travel market

• Premium Statistic Online travel market size worldwide 2017-2028
• Premium Statistic Estimated desktop vs. mobile revenue of leading OTAs worldwide 2023
• Premium Statistic Number of aggregated downloads of leading online travel agency apps worldwide 2023
• Basic Statistic Market cap of leading online travel companies worldwide 2023
• Premium Statistic Estimated EV/Revenue ratio in the online travel market 2024, by segment
• Premium Statistic Estimated EV/EBITDA ratio in the online travel market 2024, by segment

Online travel market size worldwide 2017-2028

Online travel market size worldwide from 2017 to 2023, with a forecast until 2028 (in billion U.S. dollars)

Estimated desktop vs. mobile revenue of leading OTAs worldwide 2023

Estimated desktop vs. mobile revenue of leading online travel agencies (OTAs) worldwide in 2023 (in billion U.S. dollars)

Number of aggregated downloads of leading online travel agency apps worldwide 2023

Number of aggregated downloads of selected leading online travel agency apps worldwide in 2023 (in millions)

Market cap of leading online travel companies worldwide 2023

Market cap of leading online travel companies worldwide as of September 2023 (in million U.S. dollars)

Estimated EV/Revenue ratio in the online travel market 2024, by segment

Estimated enterprise value to revenue (EV/Revenue) ratio in the online travel market worldwide as of April 2024, by segment

Estimated EV/EBITDA ratio in the online travel market 2024, by segment

Estimated enterprise value to EBITDA (EV/EBITDA) ratio in the online travel market worldwide as of April 2024, by segment

Selected trends

• Premium Statistic Global travelers who believe in the importance of green travel 2023
• Premium Statistic Sustainable initiatives travelers would adopt worldwide 2022, by region
• Premium Statistic Airbnb revenue worldwide 2017-2023
• Premium Statistic Airbnb nights and experiences booked worldwide 2017-2023
• Premium Statistic Technologies global hotels plan to implement in the next three years 2022
• Premium Statistic Hotel technologies global consumers think would improve their future stay 2022

Global travelers who believe in the importance of green travel 2023

Share of travelers that believe sustainable travel is important worldwide in 2023

Sustainable initiatives travelers would adopt worldwide 2022, by region

Main sustainable initiatives travelers are willing to adopt worldwide in 2022, by region

Airbnb revenue worldwide 2017-2023

Revenue of Airbnb worldwide from 2017 to 2023 (in billion U.S. dollars)

Airbnb nights and experiences booked worldwide 2017-2023

Nights and experiences booked with Airbnb from 2017 to 2023 (in millions)

Technologies global hotels plan to implement in the next three years 2022

Technologies hotels are most likely to implement in the next three years worldwide as of 2022

Hotel technologies global consumers think would improve their future stay 2022

Must-have hotel technologies to create a more amazing stay in the future among travelers worldwide as of 2022

• Premium Statistic Travel and tourism revenue worldwide 2019-2028, by segment
• Premium Statistic Distribution of sales channels in the travel and tourism market worldwide 2018-2028
• Premium Statistic Inbound tourism visitor growth worldwide 2020-2025, by region
• Premium Statistic Outbound tourism visitor growth worldwide 2020-2025, by region

Travel and tourism revenue worldwide 2019-2028, by segment

Revenue of the global travel and tourism market from 2019 to 2028, by segment (in billion U.S. dollars)

Distribution of sales channels in the travel and tourism market worldwide 2018-2028

Revenue share of sales channels of the travel and tourism market worldwide from 2018 to 2028

Inbound tourism visitor growth worldwide 2020-2025, by region

Inbound tourism visitor growth worldwide from 2020 to 2022, with a forecast until 2025, by region

Outbound tourism visitor growth worldwide 2020-2025, by region

Outbound tourism visitor growth worldwide from 2020 to 2022, with a forecast until 2025, by region

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How global tourism can become more sustainable, inclusive and resilient

A sanitary mask lies on the ground at Frankfurt Airport Image:  Reuters/Ralph Orlowski

.chakra .wef-1c7l3mo{-webkit-transition:all 0.15s ease-out;transition:all 0.15s ease-out;cursor:pointer;-webkit-text-decoration:none;text-decoration:none;outline:none;color:inherit;}.chakra .wef-1c7l3mo:hover,.chakra .wef-1c7l3mo[data-hover]{-webkit-text-decoration:underline;text-decoration:underline;}.chakra .wef-1c7l3mo:focus,.chakra .wef-1c7l3mo[data-focus]{box-shadow:0 0 0 3px rgba(168,203,251,0.5);} Ahmed Al-Khateeb

.chakra .wef-9dduvl{margin-top:16px;margin-bottom:16px;line-height:1.388;font-size:1.25rem;}@media screen and (min-width:56.5rem){.chakra .wef-9dduvl{font-size:1.125rem;}} Explore and monitor how .chakra .wef-15eoq1r{margin-top:16px;margin-bottom:16px;line-height:1.388;font-size:1.25rem;color:#F7DB5E;}@media screen and (min-width:56.5rem){.chakra .wef-15eoq1r{font-size:1.125rem;}} The Great Reset is affecting economies, industries and global issues

.chakra .wef-1nk5u5d{margin-top:16px;margin-bottom:16px;line-height:1.388;color:#2846F8;font-size:1.25rem;}@media screen and (min-width:56.5rem){.chakra .wef-1nk5u5d{font-size:1.125rem;}} Get involved with our crowdsourced digital platform to deliver impact at scale

Stay up to date:, the great reset.

• Tourism rose to the forefront of the global agenda in 2020, due to the devastating impact of COVID-19
• Recovery will be driven by technology and innovation – specifically seamless travel solutions, but it will be long, uneven and slow
• Success hinges on international coordination and collaboration across the public and private sectors

Tourism was one of the sectors hit hardest by the global pandemic. 2020 was the worst year on record for international travel due to the global pandemic, with countries taking decisive action to protect their citizens, closing borders and halting international travel.

The result was a 74% decline in international visitor arrivals, equivalent to over $1 trillion revenue losses , and an estimated 62 million fewer jobs . The impact on international air travel has been even more severe with a 90% drop on 2019 , resulting in a potential $1.8 trillion loss. And while the economic impact is dire in itself, nearly 2.9 million lives have been lost in the pandemic.

The path to recovery will be long and slow

Countries now face the challenge of reopening borders to resume travel and commerce, while protecting their populations’ health. At its peak, the World Tourism Organization (UNWTO) reported in April 2020 that every country on earth had implemented some travel restriction , signalling the magnitude of the operation to restart travel.

Have you read?

Tourism industry experts fear long road to recovery, how we can prioritize sustainability in rebuilding tourism, covid-19 could set the global tourism industry back 20 years.

Consequently, the path to recovery will be long and slow. The resurgence of cases following the discovery of new variants towards the end of last year delivered another disappointing blow to the travel industry. Any pickup over the summer months was quashed following a second wave of lockdowns and border closures . Coupled with mixed progress in the roll-out of vaccination programs, I predict that we will not see a significant rebound in international travel until the middle of this year at best.

Others echo my fears. The International Air Transport Association (IATA) forecasts a 50.4% improvement on 2020 air travel demand, which would bring the industry to 50.6% of 2019 levels . However, a more pessimistic outlook based on the persistence of travel restrictions suggests that demand may only pick up by 13% this year, leaving the industry at 38% of 2019 levels. McKinsey & Company similarly predict that tourism expenditure may not return to pre-COVID-19 levels until 2024 .

How to enhance sustainability, inclusivity and resilience

Given its economic might – employing 330 million people, contributing 10% to global GDP before the pandemic, and predicted to create 100 million new jobs – restoring the travel and tourism sector to a position of strength is the utmost priority.

The Great Reset provides an opportunity to rethink how tourism is delivered and to enhance sustainability, inclusivity and resilience. We must also address the challenges – from climate change and “ overtourism ” to capacity constraints – that we faced before the pandemic, while embracing traveller preferences, as we rebuild.

A 2018 study found that global tourism accounted for 8% of global greenhouse gas emissions from 2009 to 2013 ; four times higher than previous estimates. Even more worryingly, this puts progress towards the Paris Agreement at risk – recovery efforts must centre around environmental sustainability.

Furthermore, according to a study on managing overcrowding, the top 20 most popular global destinations were predicted to add more international arrivals than the rest of the world combined by 2020 . While COVID-19 will have disrupted this trend, it is well known that consumers want to travel again, and we must address the issues associated with overcrowding, especially in nascent destinations, like Saudi Arabia.

The Great Reset is a chance to make sure that as we rebuild, we do it better.

Seamless solutions lie at the heart of travel recovery

Tourism has the potential to be an engine of economic recovery provided we work collaboratively to adopt a common approach to a safe and secure reopening process – and conversations on this are already underway.

Through the G20, which Saudi Arabia hosted in 2020, our discussions focused on how to leverage technology and innovation in response to the crisis, as well as how to restore traveller confidence and improve the passenger experience in the future .

At the global level, across the public and private sectors, the World Economic Forum is working with the Commons Project on the CommonPass framework , which will allow individuals to access lab results and vaccination records, and consent to having that information used to validate their COVID status. IATA is trialling the Travel Pass with airlines and governments , which seeks to be a global and standardized solution to validate and authenticate all country regulations regarding COVID-19 travel requirements.

The provision of solutions that minimize person-to-person contact responds to consumer wants, with IATA finding that 85% of travellers would feel safer with touchless processing . Furthermore, 44% said they would share personal data to enable this, up from 30% months prior , showing a growing trend for contactless travel processes.

Such solutions will be critical in coordinating the opening of international borders in a way that is safe, seamless and secure, while giving tourists the confidence to travel again.

Collaboration at the international level is critical

The availability of vaccines will make this easier, and we have commenced our vaccination programme in Saudi Arabia . But we need to ensure processes and protocols are aligned globally, and that we support countries with limited access to vaccinations to eliminate the threat of another resurgence. It is only when businesses and travellers have confidence in the systems that the sector will flourish again.

In an era of unprecedented data and ubiquitous intelligence, it is essential that organizations reimagine how they manage personal data and digital identities. By empowering individuals and offering them ways to control their own data, user-centric digital identities enable trusted physical and digital interactions – from government services or e-payments to health credentials, safe mobility or employment.

The World Economic Forum curates the Platform for Good Digital Identity to advance global digital identity activities that are collaborative and put the user interest at the center.

The Forum convenes public-private digital identity collaborations from travel, health, financial services in a global action and learning network – to understand common challenges and capture solutions useful to support current and future coalitions. Additionally, industry-specific models such as Known Traveller Digital Identity or decentralized identity models show that digital identity solutions respecting the individual are possible.

The approach taken by Saudi Arabia and its partners to establish consensus and build collaborative relationships internationally and between the public and private sectors, should serve as a model to be replicated so that we can maximize the tourism sector’s contribution to the global economic recovery, while ensuring that it becomes a driver of prosperity and social progress again.

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License and Republishing

World Economic Forum articles may be republished in accordance with the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International Public License, and in accordance with our Terms of Use.

The views expressed in this article are those of the author alone and not the World Economic Forum.

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[Exclusive Research] 2023 Global Hospitality Performance Report

The Latest Global Hospitality Statistics

Check the latest global hospitality statistics for 2023, including review volume evolution, impact scores, and defining trends shaping the travel industry [Q1-Q4 data] .

Get a full 2023 overview on key guest feedback indicators by exploring our annual report .

TrustYou Q4 2023 Global Hospitality Statistics

The Q4 2023 review volume reached 82.6% of the 2019 levels and recorded a 12.7% increase compared to Q4 2022. 

Percentage-wise, the review volume is a few points behind other international tourism indicators, a pattern we saw throughout the entire of 2023. 

According to IATA, the total air traffic ranged between 97%-99% in October , November , and December , compared to the same periods in 2019. While international traffic was still below pre-pandemic levels, domestic travel recorded a stronger performance, attributed to the increasing demand in China and holidays in the US.  

Based on the UN tourism data, the global recovery ranged between -8% to -11% in October-December 2023, against the same period in 2019, when looking at international tourism arrivals. 

#2 Positive Reviews Ratio, Steady Throughout 2023

93% of global guest reviews are positive.  

No changes to this proportion since Q1 2023. This number indicates consistency in the industry and a focus on service and quality.

Embracing Customer-First Tech in Hospitality & Tourism

Explore how the industry needs to shift its mindset, putting customer feedback at the center of its operations and leveraging technology to enhance service recovery, visitor satisfaction, and business success.

Industry Wrap-Up - Q4 2023 Global Hospitality Statistics 

#4 2023 travel in numbers.

2023 was the year of bouncing back for many destinations with strict COVID-19 measures in place. Since the beginning of Q2 2023, when APAC also relaxed its entry policies, we saw a more even performance across various regions. 

IATA estimates that the total air traffic was at 94.1% of 2019 levels. International traffic reached 88.6% of 2019 and domestic was 3.9% higher than pre-pandemic.  

World Tourism Organization's tourism performance numbers show a similar trend in terms of recovery. Globally, international tourist arrivals were at 88% , with the best-performing months being July, September, and October (just 8% behind pre-pandemic levels). 5 subregions recorded numbers higher than pre-pandemic: North Africa, the Caribbean, Central America, Southern Europe, and the Middle East. The latter has been the leader in travel performance, with arrivals growing more than 23% compared to 2019.  

#5 State of MICE: Latest Insights Revealed in 2024 Meeting Planner Survey

Knowland.com released a recent report on the state of MICE. Here are a few key findings: 

• 47% of meeting planners are dissatisfied with costs, with rising F&B and AV prices being a particular challenge. This results in adopting a more cost-effective approach. 
• Secondary markets provide an opportunity for lower prices and a high-quality experience, as groups are relocating events to alternative markets to maintain quality and avoid moving down in chain scale. This shift presents opportunities for secondary and tertiary markets to attract new business by offering quality products, services, and attractive pricing alternatives compared with the top 25 market destinations.

While artificial intelligence (AI) and sustainability are on the radar for meeting planners, they are not yet influencing strategy to the extent that some may have expected. While planners see opportunities for AI in expected uses like event mobile apps and virtual assistants, there is not yet much excitement for AI in daily operations or game-changing digital applications. Additionally, sustainability has not yet made it into the KPIs of meeting organizers.

TrustYou Q3 2023 Global Hospitality Statistics

#1 global review volume continues to increase.

The Q3 2023 review volume reached 81.6% of the 2019 levels and recorded a 19.2% increase compared to Q3 2022. 

In Q3 2022, the review volume was 68.5% of 2019 reviews. Compared to January-March 2023, the review volume increased by 22.5%.

Other travel indicators show a similar growth pattern. In August 2023, the total amount of air travel, as measured by revenue passenger kilometers (RPKs), increased by 28.4% compared to August 2022. This represents 95.7% of the 2019 levels.

Specifically, domestic air travel in August 2023 experienced a 25.4% increase compared to the same month in 2022 and 9.2% higher than in August 2019. The strong demand for domestic flights in China mainly influences this significant growth.

For international air travel, there was a 30.4% rise compared to the same period last year and 88.5% of the August 2019 levels.

We noticed that review volume growth is slower than other indicators, such as the number of international arrivals or hotel bookings. Not all guests choose to leave reviews after their stays. Since many other tourist providers are looking for travelers’ feedback, consumers have become more selective in leaving reviews, choosing to share only the best or worst experiences they had. That’s why it’s crucial to send live or post-stay surveys to capture more of your guests’ opinions. 

35.1% of travelers reading guest feedback are not leaving reviews because they are unaware of a survey or don’t know where to leave a review.

#2 Positive Feedback Remains High

93% of global guest reviews are positive.  

In 2022, 92% of all feedback was positive. Hoteliers prove that providing a top-notch guest experience remains a top priority. 

Why You Need an AI Response Generator

Here’s how an AI response generator for your guest reviews will help you save time & money while improving the guest experience.

Industry Wrap-Up - Q3 2023 Global Hospitality Statistics 

#4 tech adoption as a way to cope with staff shortages.

Staff shortages are an ongoing challenge for the industry. According to a recent study by Deloitte, 53% of hoteliers are currently at 25-74% of their pre-pandemic workforce, and less than 10% expect to be completely staffed by the end of 2023.

Technology adoption plays a crucial role in minimizing the impact of labor shortages. Half of hotel respondents are implementing new technology, 43% automate repetitive tasks, and 39% upgraded the existing tech stack.  However, hoteliers are still reluctant about the existent solutions - 54% say that what’s available on the market tech-wise is not advanced enough to cover their needs.  

#5 Double-digits Growth for the Key Hotel Indicators

Amadeus recently released a report revealing that the global hotel occupancy rate is 10% higher compared to 2022, and the growth will continue by the end of the year.  

The global RevPAR (revenue per available room) increased by 17%   (January - September 2023) compared to last year. France registered the highest growth in RevPAR - 123% . 

#6  Today’s Guests Expect a Connected, Seamless Hotel Experience

A recent report by Hospitality Planet looks at key traveler behaviours from pre- to post-stay. Here are a few key findings: 

• 49% of guests would choose to be checked-in by the staff, 32% prefer a self check-in on a personal device, and 15% - a self check-in available at a hotel kiosk. 
• Only 37% of returning guests say their info is saved in the hotel system. For those choosing to rebook, discounts ( 48% ) are the most important reward, followed by loyalty points (40%).  
• 56% of respondents consider WiFi as the most vital service. Globally, 55% prefer to have access to an open WiFi.  

TrustYou Q2 2023 Global Hospitality Statistics

#1 global review volume getting closer to 2019 levels.

The Q2 2023 review volume reached 86.3% of pre-pandemic levels and recorded a 19.6% increase compared to Q2 2022. 

In Q2 2022, the review volume was 72.1% of 2019 reviews. Compared to January-March 2023, the review volume increased by 32.4%.

The global review volume is in line with other travel indicators. The International Air Transport Association (IATA) estimated that global air traffic reached 90.5% of pre-pandemic levels in April 2023 and 96.1% in May 2023. Domestic traffic has fully recovered and showed a 2- to 3% increase compared to 2019. 

Other indicators have even surpassed pre-pandemic levels. Every month,Skift calculates a Travel Health Index to assess the sector’s progress. It’s based on 84 key measurements from 22 data partners, including TrustYou. In April 2023, it was the first time that the travel health index reached pre-pandemic numbers. In June 2023, the index surpassed the 2019 level. 

This progress is attributed to China’s comeback to the travel scene, various global celebrations, especially in April, and the beginning of the vacation season.

#2 Positive Feedback is Steadily High

In 2022, 92% of all feedback was positive. Hoteliers prove that increasing guest satisfaction and experience remains a top priority.

Whether you are looking for ways to reply to more positive reviews or address the issues flagged by your guests, TrustYou’s new feature, responseAI , will help you respond efficiently and genuinely. With our latest feature, you can reduce the time spent replying to reviews while keeping that human touch. responseAI is smart enough to detect a positive or negative review, personalize the message, translate, and just like that - it's ready to review and send!

Q2 2023 Hospitality at a Glance

All you need to know about how hospitality evolution - in one page. Access our exclusive infographic summarizing global and regional review volume, categories impacting performance, and review sources.

Industry Wrap-Up - Q2 2023 Global Hospitality Statistics 

#4 international tourism contribution to reach 95% of 2019 levels by the end of 2023.

The latest forecast by the World Travel & Tourism Council estimates that the sector’s contribution to the GDP will reach $9.5 TN , with 34 countries already surpassing pre-pandemic levels. The same recovery percentage is expected for the hospitality job sector.  

#5 Leveraging Google’s New Tools: GA4 and Performance Max

Holding more than 90% of the search market share, Google is undeniably an essential platform for the travel industry. 

Two major tools that impact the industry have been released this year - PerformanceMax for the advertising side, and Google Analytics 4 ( GA4 ) for the analytics side. 

PerformanceMax is a tool powered by AI that enables hotel marketers to generate ads in various formats and expand their reach to a larger audience across Google’s platforms. Google claims that Performance Max can increase the conversion rate by 18% , compared to other traditional formats at the same cost. From the first results reported by Google, a hotel in Greece increased its revenue by 32% and its direct bookings by 26% after using PerformanceMax for one month.

While PerformanceMax is especially relevant for hotels, GA4 affects every business worldwide. The official release was on July 1st, with companies preparing for the transition at least a few months earlier. Replacing Universal Analytics, GA4 approaches the user’s journey differently, offering event-based insights into how they interact with your platform.  

Whether you’re a hotel, OTA, or destination - configuring GA4 properly is essential for getting more insights into your visitors’ journeys, improving their experience, and increasing conversions.  

#6 How Consumers Decide to Travel and Book - Insights from Expedia’s Research

Expedia’s latest report provides valuable insights for the travel industry into how consumers are planning and booking their trips. Here are a few key findings: 

• 45 days before booking, travelers view, on average, 141 pages of travel content
• The top three types of resources used by travelers in their decision-making process are OTAs  - used by 80%, search engines - 61%, and social media  - 58%
• When looking for inspiration, these are the top three resources travelers access: Social media - 77%, Travel blogs & review websites -  49%. Destination’s website - 45%

TrustYou Global Hospitality Statistics Q1 2023

#1 global review volume growth continues in q1 2023.

Q1 2023 review volume reached 80.2% of the pre-pandemic level and recorded a 31.7% increase compared to Q1 2022.  

In Q1 2022 , the review volume was 60.8% of 2019 reviews. At this accelerated pace, the review volume could surpass pre-pandemic numbers by the end of 2023.

Looking at the numbers provided by leading travel and tourism organizations, we see that review volume aligns with other recovery indicators. IATA reported that global air traffic was 84.2% in January and 84.9% in February 2023 of 2019. China’s decision to scrap the Zero-COVID policy mainly contributed to this growth.   Other indicators show a strong beginning. Based on Key Data's latest insights , the global ADR for Q1 2023 increased by 3.4%, occupancy by 17.6%, and RevPar by 21.6%.

In 2022, 92% of all feedback was positive. Hoteliers prove that increasing guest satisfaction and experience remains a top priority in the post-pandemic scene.   

A Live Survey Solution is a great way to reduce negative feedback. With an on-site survey, hoteliers can solve issues on the go, increasing guest satisfaction and preventing negative reviews.

Q1 2023 Hospitality at a Glance

Industry wrap-up - global hospitality statistics q1 2023, #4 travelers still look for health & safety measures and flexible options.

Criteo surveyed more than 12k travelers globally to see how they want to plan their travel experiences and what they expect from the travel industry in 2023. Here are a few findings: 

• Travel budgets don’t shrink this year . Despite the price surge, travelers aren’t reducing their travel budgets in 2023. Instead, they are looking for ways to optimize their costs by paying more attention to deals and loyalty programs. Our analysis of 29.9 million guest reviews also confirms that price is on the top agenda for travelers.  It’s the second factor that can bring lower ratings for a hotel, with guests more inclined to leave negative reviews when unsatisfied with the value or if an accommodation charges WiFi costs.  
• Travelers still appreciate health & safety measures despite most of the world reopening. Our Q1 2023 analysis confirms these findings. Room maintenance and cleanliness are among the key features most likely to bring lower scores to a hotel. 

Keeping Up with the Ever-Changing Guest Expectations

Jurys Inn started to use TrustYou at a very challenging time for the industry. During COVID-19, the platform allowed them to monitor their guests’ needs, identify new trends, and keep up with the evolving expectations around cleanliness.

• Flexibility is key . 59% of travelers consider the free cancellation policy when choosing a travel service, and 42%   the refund options. 
• A rising preference for seamless and customized vacations. In January 2023 only, the conversion rate for package tours grew by 96% compared to 2022 and 105% compared to January 2020, just before the lockdowns. 

#5 Who Are Modern Travelers and How Will They Evolve in the Next Decade? 

At the beginning of 2023, Amadeus launched a comprehensive research report on the behaviors that will define travel in the next decade. 

Based on more than 10.3k survey replies, Amadeus identified four types of travelers: 

• Pioneering Pathfinders - earning a higher-than-average income, most of the Pioneering Pathfinders are either Millenials or Gen Zs. They are calculated risk takers - not afraid of trying new things as long as they’ve done their research. This tribe is driven more than others to prioritize sustainability over comfort when traveling.  
• Excited Experientialists - most travelers from this group don’t live with children and have a medium to high income. They base their traveling decisions on YOLO (You Only Live Once), often acting instinctually than rationally. They are comfortable with ambiguity and rely less on technology to manage their plans.  
• Memory Makers  - Gen X and Baby Boomers are among the most prominent age groups in this tribe, with low to medium incomes. Memory Makers are characterized by stability and are the most worried about change.  Regarding technology, they use the essentials and are not as excited as other tribes about innovations or apps.
• Travel Tech-fluencers - these are Millenials or Gen Zs currently traveling for business purposes, with medium income. Their lifestyle is tech-driven, with most tech-fluencers owning a VR, using cryptocurrency, or using a wellness app. In 10 years, they plan to travel less for business and be among the first to try new ways of experiencing trips.

How Different Generations Interact with Guest Reviews

TrustYou’s latest consumer research reveals how hotels and destinations can adapt their offering for younger and older travelers.

Use Guest Reviews to Attract More Happy Travelers

Happy travelers spend more, book again, and promote your brand.  How do you increase your visitors' satisfaction as a hotel, destination, or booking platform? 

TrustYou offers a powerful tool for the hospitality industry that helps attract more visitors and improve guest satisfaction. With the help of our all-in-one reputation management platform, you can collect and analyze feedback from guests, identify improvement areas and address issues promptly. This leads to increased guest satisfaction, positive reviews, and, ultimately, more bookings. Our guest experience solution platform allows you to engage with guests before, during, and after their stay, fostering a sense of connection and building trust. 

Get Your Demo with TrustYou

See an overview of the world’s leading all-in-one platform, including reputation management, review marketing, and guest surveys. You’ll see firsthand how to make better business decisions for your organization, earn trust, and succeed.

*The requested Q1 2023 top and bottom Impact Scores reflect the main semantic categories. 

** Q1 2023 Impact Scores and Review Volume were requested at the beginning of April 2023. Due to the dynamic nature of the database with reviews and hotels being updated, the numbers may vary if data were requested at an earlier or later stage.

***the report includes rounded numbers for a clearer data representation. 

Catalina Brinza

Recommended reads, apac hospitality statistics 2023: key insights and trends.

The latest 2023 APAC hospitality statistics, including exclusive TrustYou and third-party data [updated quarterly]. TrustYou APAC Hospitality Statistics Q4 2023 #1 Review Volume Continues to Register an Accelerated Growth Q4 2023 APAC review volume reached…

EMEA Hospitality Statistics 2023: Key Insights and Trends

The latest 2023 EMEA hospitality statistics, including exclusive TrustYou and third-party data [Q1-Q4 data]. Get a full 2023 overview on key guest feedback indicators by exploring our annual report. TrustYou EMEA Hospitality Statistics Q4 2023…

Hospitality Hotspots: The Latest Middle East & North Africa Tourism Statistics [2022-2023]

The latest Middle East & North Africa tourism statistics from top-performing countries based on the latest third-party and TrustYou data [2022-2023] The Middle East and North Africa (MENA) travel industry benefited from one of the…

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Tourism’s Importance for Growth Highlighted in World Economic Outlook Report

• All Regions
• 10 Nov 2023

Tourism has again been identified as a key driver of economic recovery and growth in a new report by the International Monetary Fund (IMF). With UNWTO data pointing to a return to 95% of pre-pandemic tourist numbers by the end of the year in the best case scenario, the IMF report outlines the positive impact the sector’s rapid recovery will have on certain economies worldwide.

According to the World Economic Outlook (WEO) Report , the global economy will grow an estimated 3.0% in 2023 and 2.9% in 2024. While this is higher than previous forecasts, it is nevertheless below the 3.5% rate of growth recorded in 2022, pointing to the continued impacts of the pandemic and Russia's invasion of Ukraine, and from the cost-of-living crisis.

Tourism key sector for growth

The WEO report analyses economic growth in every global region, connecting performance with key sectors, including tourism. Notably, those economies with "large travel and tourism sectors" show strong economic resilience and robust levels of economic activity. More specifically, countries where tourism represents a high percentage of GDP   have recorded faster recovery from the impacts of the pandemic in comparison to economies where tourism is not a significant sector.

As the report Foreword notes: "Strong demand for services has supported service-oriented economies—including important tourism destinations such as France and Spain".

Looking Ahead

The latest outlook from the IMF comes on the back of UNWTO's most recent analysis of the prospects for tourism, at the global and regional levels. Pending the release of the November 2023 World Tourism Barometer , international tourism is on track to reach 80% to 95% of pre-pandemic levels in 2023. Prospects for September-December 2023 point to continued recovery, driven by the still pent-up demand and increased air connectivity particularly in Asia and the Pacific where recovery is still subdued.

Related links

• Download the News Release on PDF
• UNWTO World Tourism Barometer
• IMF World Economic Outlook

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• Hospitality Industry

Top 10 Trends in the Hospitality Industry in 2024

January 10, 2024 •

15 min reading

What are the latest trends in the hospitality industry? As a testament to its resilience, agility and innovative spirit, this article reflects today’s increasingly dynamic hospitality industry in terms of its long, medium and short-term evolution. Discover the industry's adaptability and forward-thinking approach, shaping its trajectory in the face of challenges and opportunities, while staying attuned to the latest hospitality trends. 

Best-selling author, Will Guidara, claims “We are entering into a hospitality economy” – suggesting that what underpins the essence of hospitality, (service excellence, human interaction, personalization and the co-creation of memorable experiences), is actually what many sectors of industry are desperately in need of today.

As we charge at break neck speed towards an ever-more digitalized society , the hospitality industry stands out as the successful hybrid that balances the implementation of tech innovation for improved operations whilst preserving the human need for connection, authenticity and real-life discovery.

With statistics predicting a healthy expansion of the sector (e.g., the bleisure and wellness markets on the up, room demand set to reach an all-time high, booking.com as the most valuable tourism brand in the world, and new positions opening up in the sector), we can confirm that the hospitality industry is poised for a significant transformation in 2024.

So what new trends are emerging?  Driven by interlinked factors, including technological progress, evolving consumer preferences and a deeper focus on sustainability, hospitality businesses can capitalise on emerging opportunities to enhance guest experiences and position themselves for long-term success.

10 hospitality trends 2024 - Elevate experiences, embrace evolution

• Workforce empowerment: Transforming challenges into opportunities
• Artificial intelligence and technology: Choosing the best tech to revolutionize hospitality
• Culinary experiences: Putting experiences, authenticity and the senses first
• Bars and drinks redefined: Adding creativity and design to the drinks' menu
• Fine dining: In need of reinvention but full of potential
• Fine wine prices: Navigating the fluctuating vineyard market
• Rising interest rates: The impact on hotel property values and transactions
• Green hospitality: Beyond sustainability to net positivity
• Data-driven decision-making: Data-analytics for optimum personalization
• The power of social media: Crafting authentic narratives

1. Workforce empowerment: Transforming challenges into opportunities

Over the past two years, the industry's biggest challenge has not been attracting customers but rather finding and retaining staff. To address this issue, many hotel groups have begun to make improvements, and there has never been a better time for newcomers to the industry to negotiate better working conditions and salaries.

Today, many hotels offer their staff free or low-cost accommodation , increased wages and reduced peak-time working hours. They also invest in training programs to motivate staff and allow mobility up the corporate ladder. Empowered employees not only have a positive impact on how guests feel and their decision to become repeat guests, but also help attract other employees to build a cohesive, high-quality workforce.

2. Artificial intelligence and technology: Choosing the best tech to revolutionize hospitality

As Chat GPT celebrates its first birthday, we can only surrender to the fact that, like it or not, we have entered into an AI-accelerated world, and consequently, the pace at which the industry adapts has become a pressing issue. But which forms of AI best harness hospitality stakeholder outcomes?

Contactless services: Effortless technology, impeccable stay

Embracing contactless technologies is about redefining the hospitality experience to cater to modern travelers, not just adapting to the pandemic-driven shift toward touchless interactions. Contactless services simplify the guest journey by reducing wait times and physical contact points. Mobile check-in, digital keys and voice or tablet-controlled room automation allow guests to move seamlessly through the hospitality experience. The citizenM hotel brand has pioneered this minimum-fuss check-in and room experience with a hugely successful UX-friendly app.

Other popular tools such as WhatsApp allow hotel staff to remain in constant contact with customers during their stay, respond immediately to requests and thus provide bespoke services. It also streamlines operations by reducing the need for face-to-face interactions and human error, improving service delivery and lowering the burden on a scarce workforce. In line with contactless services , hospitality companies need to prioritise data privacy and security, putting solid safeguards in place to protect guest information against cyber threats.

Technology-driven innovation: Beyond boundaries

At the heart of technology innovation is the ability for managers and employees to centralize information at all times. Migrating to a fully cloud-based solution is a first but essential step . This enables real-time sharing, better service orientation and personalisation of the guest experience, improving all hotel departments.

Robotic systems (as used in the Henn-na Hotels in Japan) optimise processes and increase efficiency in back-of-house operations such as housekeeping or F&B outlets, reducing staffing requirements and allowing managers to respond to problems in real-time and with accountability.

The use of augmented reality helps with staff onboarding, allowing new employees to be put in real-life situations and trained before even entering a room. Pedagogically speaking, as practiced at EHL in the Virtual Housekeeping class, AR provides a more interactive and complete learning environment. Augmented reality also allows hotels and airlines to market themselves in an ad hoc style - an innovative and sustainable approach. Potential customers can better immerse themselves in the facilities and make more informed decisions.

Hyper-personalization: Tailored moments, lasting loyalty

In a world of commoditised practices, guests are increasingly looking for personalized experiences that cater to individual preferences and aspirations . In the hospitality industry, hyper-personalisation means relying on technology-based micro-segmentation to tailor each guest interaction to real-time needs and behaviours. For example, eliminating 'deadlines' such as check-in/check-out/F&B closing times, knowing whether a customer wants to be accompanied through check-in or do it contactless, personalizing room temperature, lighting and amenities or tailoring F&B options promptly and accurately. At Fauchon l'Hotel in Paris clients suggest the menu and define their portion sizes. From a hotel perspective, this enables better dynamic pricing strategies, higher guest-spent for experiences, or tailored loyalty programmes with commercial partners.

3. Culinary experiences: Putting experiences, authenticity and the senses first

The desire to experience rather than simply consume means that experiential dining has today evolved in new ways. Hotels are now required to offer a range of dining options to cater to different customer tastes and, when correctly done, can become a culinary destination where the restaurant is at the heart of the experience and not just an extension of the hotel. A good example is the Grand Resort Bad Ragaz in Switzerland which boasts seven restaurants, three bars, a bistro, a café and a sushi takeaway, (plus an array of Michelin stars and GaultMillau points), unsurprisingly making it a mecca for traveling gourmets.

Experiential design can also allow customers to taste food in a multi-sensory environment that stimulates all the senses, not just the taste buds (e.g., Ultraviolet by Paul Pairet in Shanghai ). Some hotels have started to provide experiences even on a smaller and more dynamic scale. E.g., They offer four-hand dinners (an invited chef cooks with the in-house chef), organise kitchen parties (clients eat in the kitchen), or have a front-cooking area. Specialist cooking classes can complement this. The key here is to offer a unique experience like how to make your own gin, cook local food , or bake bread with the experts.

Another trend relates to children . A menu of unimaginative, standard food à la burger and chips is no longer enough; parents want their children to eat healthier, globally-inspired food with high-quality ingredients. Adding world food or plant-based products and packaging them in innovative ways will make for happy families likely to return.

A final significant trend in the food sector is off-premise dining and digitalisation. Although customers have returned to eating in restaurants since the pandemic, a large proportion mix on- and off-premise dining. Restaurants need to cater to this clientele to increase revenues, as takeaways are no longer limited to fast food but also exist for traditional and even fine dining. This means that restaurants need to reorganise their workflows and operations to cater to in-house diners and delivery, alongside designing appropriate, creative, high-quality packaging and optimising delivery or collection methods to be easy and inexpensive without competing with traditional delivery platforms.

This can also include ghost kitchens focusing only on food production for delivery and takeaway. Post-Covid, ghost kitchens have become an increasingly popular trend in the restaurant industry with statistics showing that they are projected to be a $157 billion market by 2030. As of 2021, there are over 100,000 ghost kitchens operating worldwide .

4. Bars and drinks redefined: Adding creativity and design to the drinks' menu

Today's bars need to stand out by offering unique drinks paired with a special, Instagrammable atmosphere to create an immersive experience for their customers. E.g., Ashley Sutton Design Bars are known across Asia for their ability to transport guests to enchanting, immersive worlds, offering not just a place to drink but an entire experience that stimulates the senses and sparks curiosity.

Gone are the days of a simple wine list and international beer and spirit brands. Bars and restaurants need to specialise and cater to an international clientele with evolving tastes. A dedicated beer menu with local craft beers, wines from specific vintages and terroirs with a narrative, eclectic spirits collections (after whisky and gin, look out for rum in the coming years), and fresh hyper-locally sourced juices are what customers want.

Mixology has been around for some time, but offering mocktails and non-alcoholic food pairings is also becoming essential due to stricter alcohol laws and healthier lifestyles driven by Gen Z and millennials. Faux booze has gone mainstream and now it’s not just a case of ‘dry January’, but mocktails all year long! Cocktail and mocktail innovations should go beyond traditional recipes to include unique ingredients, techniques and presentation styles (e.g., Bar Benfiddich in Tokyo ) and be taught to customers in mixology classes.

The effect of economic uncertainty on hotels, restaurants and fine wines

5. fine dining: in need of reinvention but full of potential.

The pandemic has unexpectedly affected consumer behaviors: they now organize themselves on short notice, have become increasingly spoilt for choice and no-shows are today the norm . More and more restaurants are responding by asking for a credit card at the time of reservation. But this only treats one of the symptoms without solving the problem. "A full house one day, but only four tables occupied the next" , is an observation that led Antoine Lecefel to shut his restaurant – sadly one of many fine dining establishments to do so.

Inflation and declining purchasing power play a part, but more generally, the fundamental problem lies in the inability of fine-dining restaurants to reinvent themselves. Unlike hotels and other players in the hospitality industry that increasingly compete with them through ambitious and innovative culinary projects, they have to contend with limited financial and human resources. They have neither the capacity to implement and manage a proactive strategy nor the means to invest in cutting-edge, highly experiential concepts. Initiatives such as Eatrenalin , which create a unique experience by combining gastronomy, décor and entertainment, offer a glimpse of this changing industry and the new competition facing traditional players.

Solutions? A strong, contemporary concept plus a business-oriented management that understands consumers, connects with them and is thought through from the outset to generate margins and create synergies and/or economies of scale. The Igniv chain is a shining example of this, driven by an extraordinary chef and based on the principle of “we love to share”, Andreas Caminada has created a unique and fully coherent concept, the success of which is now being rolled out in various locations, all of which have been rewarded with rave reviews from customers and expert guides.

6. Fine wine prices: Navigating the fluctuating vineyard market

Another challenge facing restaurants is cellar and wine list management. Restaurants with limited financial resources may even wonder whether fine wines still have their place on their menu . Indeed, fine wine prices have risen almost exponentially since the Global Financial Crisis of 2008. But here, too, the situation appears to have changed.

A year ago, fine wine prices were at record highs. Demand for rare, artisanal wines from regions with long-standing terroir reputations was at its peak. One could go on about Burgundy, but many other examples are as revealing. For example, the Châteauneuf-du-Pape Réserve cuvée from Rayas, worth between 150 and 200 euros (for young vintages) less than a decade ago, has soared to reach and exceed the 2’000 euro mark. At this point, voices suggested that this was normal; inflation should also positively impact the prices of fine wines. But there is no reason this should be the case: demand drives prices, not production costs. Fine wines attract wealthy people, collectors and investors. For them, the resources that can be invested in wine depend on economic conditions and financial markets. The latter have fallen sharply since the beginning of 2022. Not surprisingly, wine prices have followed the same trend.

The most spectacular move was in Burgundy wines. Prices had become so high that these wines had detached from the rest of the market. Just a year ago, many wines from the 2019 vintage were selling for several thousand euros a bottle. One wondered whether these wines had permanently changed their status and would never be traded at lower prices again. Today, the trend has abruptly reversed, and it appears more like a speculative bubble that has begun to implode. Time will tell. The fine wine market offers an almost perfect setting for this kind of phenomenon: herding behaviour is common, and, in the end, price levels depend not on financial arguments but simply on what people are willing to pay for a bottle.

7. Rising interest rates: The impact on hotel property values and transactions

As we have seen with wine, economic conditions considerably impact on the value of tangible assets. The same applies to real estate . The market proved relatively resilient last year, thanks to the ability of hotels to pass on (sometimes more than proportionally) higher costs to their customers, while maintaining high occupancy rates. The increase in RevPar thus more than offsets the rise in discount rates.

Today, consumers having finished dipping into their COVID-19 savings and interest rates remaining high, the very long upward cycle in hotel property values has ended. What remains as a stabilising factor is the fact that the pipeline of hotel projects is thin. In other words, supply is likely to stagnate over the coming years and should thus not contribute to aggravating the supply-demand imbalance. Nonetheless, we can expect pressure on prices. Refinancing transactions will further exacerbate this, which will take place on far less favourable terms over the next 12-24 months. As is always the case in this type of environment, we can expect forced sales, sometimes at substantial discounts to current valuations.

Another consideration is sustainability . The residential real estate market is becoming highly selective, making it hard to rent and make profitable properties with an unfavourable environmental record. This trend has already begun and will likely intensify, affecting commercial real estate in a major way. In other words, hotels that have not been renovated and adapted to today's standards and expectations will likely suffer more than proportionately.

Other trends that have been, still are, and will continue to shape hospitality

8. green hospitality: beyond sustainability to net positivity.

After a period of harvesting low-hanging fruit, hospitality groups are increasingly looking for more innovative and meaningful ways to implement, measure and communicate their sustainability practices . In the F&B industry, local sourcing has become standard in many outlets. However, it has now started to scale up more by offering better traceability of products (e.g., The Europe Hotel in Ireland has its own farm with livestock, fish, and produce ). In addition, guests are increasingly being educated on sustainable practices, e.g., cooking classes on how to use the entire ingredients and avoid food waste. It is no longer about doing good but rather showing customers how to do good.

Hospitality groups are also increasingly adopting sustainable building techniques and are generally trying to adopt a 360-degree strategy that allows them to be sustainable from the first brick up to the operation (e.g., the Beyond Now Network where industry experts have joined forces to transform hospitality businesses into environmentally friendly, efficient and profitable enterprises). Some are going even further, not content with being net zero but aiming to become net positive, exemplified by ‘regenerative tourism’ practices .

9. Data-driven decision-making: Data-analytics for optimum personalization

"Information is the oil of the 21st century, and analytics is the combustion engine" (Peter Sondergaard, senior vice president and global head of Research at Gartner, Inc.). The current trend is moving away from simply collecting data to engineering and analysing the vast amount of data efficiently into actionable decisions and gaining an edge over competitors.

Today's successful early-adopter hospitality companies have a data-driven business model . For example, through its platform, Booking.com has extensive knowledge of guest and hotel behaviour, which it can use in real-time to adapt its offers and displays and negotiate better deals with hoteliers. The Marriott International hotel chain uses data analytics to personalize guest experiences, with their loyalty program as a major source of data collection.

Data is reshaping hotel marketing, allowing hotels to better monitor guest satisfaction and desires to personalise experiences and better target the customer base . Finally, it enables hotels to increase revenue through more accurate yield and revenue practices by better forecasting demand and thus offering more dynamic pricing strategies.

10. The power of social media: Crafting authentic narratives

This consistent trend is entering a new phase of maturity. First, marketers need to find more innovative ways to capture the attention of customers who are constantly bombarded with messages. With their short video content, the rise of TikTok and Instagram seems promising. It allows the sharing of stories to enhance the storytelling of hospitality outlets (e.g., the customer becomes part of the act through employee or behind-the-scenes videos).

Second, the use of influencers has gained traction in the industry. On average, businesses generate $6.50 in revenue for each $1 invested in influencer marketing . Here, marketers need to find the needle in the haystack with influencers who have enough reach and best fit the hotel's values and story.

Third, with advances in technology and the many options available, marketers need to accurately measure the impact of their social media efforts and finetune the message accordingly. They also need to balance customer and organic content creation and paid or free content. Overall, the cost of social media must be commensurate with the benefits, be professional, authentic and follow a clear strategy in line with traditional marketing efforts.

Master in Hospitality Management

Key takeaway from ehl's hospitality industry trends 2024 - crafting experiences, influencing lives, and paving the way to tomorrow.

In today’s hospitality landscape, it is difficult to confine ourselves to an annual update. Certainly, several general trends have been in place for years and continue to evolve, but by and large, this once cozy industry is constantly innovating and reinventing itself. It is not just adapting to customers. It is creating its own momentum, helping to shape the society and economy of 2024 and beyond.

From computer games to popular films and TV shows, the hospitality industry impacts our daily lives more than we realize. As a sector that thrives on personalized, immersive encounters, it caters not just to our desires for leisure, travel and memorable life experiences but also influences the way we interact, socialize and dream.

Associate Professor of Finance at EHL Lausanne

Associate Professor at EHL

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The best step-up for a successful career in hospitality

Our Master's in Hospitality Management is an internationally recognized MSc qualification. You will have a choice of four academic routes:  CSR & Sustainable Transformation, Finance, Real Estate & Consulting,   Food & Beverage Management, or Luxury Experience Management.   These routes enable you to specialize through your studies.

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The magazine of Glion Institute of Higher Education

• What is tourism and hospitality?

Tourism and hospitality are thriving industries encompassing many sectors, including hotels, restaurants, travel, events, and entertainment.

It’s an exciting and dynamic area, constantly evolving and adapting to changing customer demands and trends.

The tourism and hospitality industry offers a diverse range of career opportunities that cater to various interests, skills, and qualifications, with positions available from entry-level to executive management.

The booming tourism  and hospitality industry also offers job security and career growth potential in many hospitality-related occupations.

What is tourism?

Tourism is traveling for leisure, pleasure, or business purposes and visiting various destinations, such as cities, countries, natural attractions, historical sites, and cultural events, to experience new cultures, activities, and environments.

Tourism can take many forms, including domestic, or traveling within your country, and international tourism, or visiting foreign countries.

It can also involve sightseeing, adventure tourism , eco-tourism, cultural tourism, and business tourism, and it’s a huge contributor to the global economy, generating jobs and income in many countries.

It involves many businesses, including airlines, hotels, restaurants, travel agencies, tour operators, and transportation companies.

What is hospitality?

Hospitality includes a range of businesses, such as hotels, restaurants, bars, resorts, cruise ships, theme parks, and other service-oriented businesses that provide accommodations, food, and beverages.

Hospitality is all about creating a welcoming and comfortable environment for guests and meeting their needs.

Quality hospitality means providing excellent customer service, anticipating guests’ needs, and ensuring comfort and satisfaction. The hospitality industry is essential to tourism as both industries often work closely together.

What is the difference between tourism and hospitality?

Hospitality and tourism are both related and separate industries. For instance, airline travel is considered as part of both the tourism and hospitality industries.

Hospitality is a component of the tourism industry, as it provides services and amenities to tourists. However, tourism is a broader industry encompassing various sectors, including transportation, accommodation, and attractions.

Transform your outlook for a successful career as a leader in hospitality management

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Is tourism and hospitality a good career choice?

So, why work in hospitality and tourism? The tourism and hospitality industry is one of the fastest-growing industries in the world, providing a colossal number of job opportunities.

Between 2021 and 2031, employment in the hospitality and tourism industry is projected to expand faster than any other job sector, creating about 1.3 million new positions .

A tourism and hospitality career  can be a highly rewarding choice for anyone who enjoys working with people, has a strong service-oriented mindset, and is looking for a dynamic and exciting career with growth potential.

Growth and job opportunities in tourism and hospitality

Tourism and hospitality offers significant growth and job opportunities worldwide. The industry’s increasing demand for personnel contributes to economic and employment growth, particularly in developing countries.

The industry employs millions globally, from entry-level to high-level management positions, including hotel managers, chefs, tour operators, travel agents, and executives.

It provides diverse opportunities with great career progression and skill development potential.

Career paths in tourism and hospitality

There are many career opportunities in tourism management and hospitality. With a degree in hospitality management, as well as relevant experience, you can pursue satisfying and fulfilling hospitality and tourism careers in these fields.

Hotel manager

Hotel managers oversee hotel operations. They manage staff, supervise customer service, and ensure the facility runs smoothly.

Tour manager

Tour managers organize and lead group tours. They work for tour companies, travel agencies, or independently. Tour managers coordinate a group’s transportation, accommodations, and activities, ensuring the trip runs to schedule.

Restaurant manager

Restaurant managers supervise the daily operations of a restaurant. They manage staff, ensure the kitchen runs smoothly, and monitor customer service.

Resort manager

Resort managers supervise and manage the operations of a resort. From managing staff to overseeing customer service, they ensure the entire operation delivers excellence.

Entertainment manager

Entertainment managers organize and oversee entertainment at venues like hotels or resorts. They book performers, oversee sound and lighting, and ensure guests have a great experience.

Event planner

Event planners organize and coordinate events, such as weddings, conferences, and trade shows. They work for event planning companies, hotels, or independently.

vent planners coordinate all aspects of the event, from the venue to catering and decor.

Travel consultant

Travel consultants help customers plan and book travel arrangements, such as flights, hotels, and rental cars. They work for travel agencies or independently. Travel consultants must know travel destinations and provide superb customer service.

What skills and qualifications are needed for a career in tourism and hospitality?

Tourism and hospitality are rewarding industries with growing job opportunities. Necessary qualifications include excellent skills in communication, customer service, leadership, problem-solving, and organization along with relevant education and training.

Essential skills for success in tourism and hospitality

A career in the tourism and hospitality industry requires a combination of soft and technical skills and relevant qualifications. Here are some of the essential key skills needed for a successful career.

• Communication skills : Effective communication is necessary for the tourism and hospitality industry in dealing with all kinds of people.
• Customer service : Providing excellent customer service is critical to the success of any tourism or hospitality business . This requires patience, empathy, and the ability to meet customers’ needs.
• Flexibility and adaptability : The industry is constantly changing, and employees must be able to adapt to new situations, be flexible with their work schedules, and handle unexpected events.
• Time management : Time management is crucial to ensure guest satisfaction and smooth operations.
• Cultural awareness : Understanding and respecting cultural differences is essential in the tourism and hospitality industry, as you’ll interact with people from different cultures.
• Teamwork : Working collaboratively with colleagues is essential, as employees must work together to ensure guests have a positive experience.
• Problem-solving : Inevitably, problems will arise, and employees must be able to identify, analyze, and resolve them efficiently.
• Technical skills : With the increasing use of technology, employees must possess the necessary technical skills to operate systems, such as booking software, point-of-sale systems, and social media platforms.

Revenue management : Revenue management skills are crucial in effectively managing pricing, inventory, and data analysis to maximize revenue and profitability

Master fundamental hospitality and tourism secrets for a high-flying career at a world-leading hospitality brand

With this Master’s degree, you’ll discover the skills to manage a world-class hospitality and tourism business.

Education and training opportunities in tourism and hospitality

Education and training are vital for a hospitality and tourism career. You can ensure you are prepared for a career in the industry with a Bachelor’s in hospitality management   and Master’s in hospitality   programs from Glion.

These programs provide a comprehensive understanding of the guest experience, including service delivery and business operations, while developing essential skills such as leadership, communication, and problem-solving. You’ll gain the knowledge and qualifications you need for a successful, dynamic, and rewarding hospitality and tourism career.

Preparing for a career in tourism and hospitality

To prepare for a career in tourism and hospitality management, you should focus on researching the industry and gaining relevant education and training, such as a hospitality degree . For instance, Glion’s programs emphasize guest experience and hospitality management, providing students with an outstanding education that launches them into leading industry roles.

It would help if you also worked on building your communication, customer service, and problem-solving skills while gaining practical experience through internships or part-time jobs in the industry. Meanwhile, attending industry events, job fairs, and conferences, staying up-to-date on industry trends, and networking to establish professional connections will also be extremely valuable.

Finding jobs in tourism and hospitality

To find jobs in tourism and hospitality, candidates can search online job boards, and company career pages, attend career fairs, network with industry professionals, and utilize the services of recruitment agencies. Hospitality and tourism graduates can also leverage valuable alumni networks and industry connections made during internships or industry projects.

Networking and building connections in the industry

Networking and building connections in the hospitality and tourism industry provide opportunities to learn about job openings, meet potential employers, and gain industry insights. It can also help you expand your knowledge and skills, build your personal brand, and establish yourself as a valuable industry professional.

You can start networking by attending industry events, joining professional organizations, connecting with professionals on social media, and through career services at Glion.

Tips for success in tourism and hospitality

Here are tips for career success in the tourism and hospitality industry.

• Gain relevant education and training : Pursue a hospitality or tourism management degree from Glion to gain fundamental knowledge and practical skills.
• Build your network : Attend industry events, connect with colleagues and professionals on LinkedIn, and join relevant associations to build your network and increase your exposure to potential job opportunities.
• Gain practical experience : Look for internships, part-time jobs, or volunteering opportunities to gain practical experience and develop relevant skills.
• Develop your soft skills : Work on essential interpersonal skills like communication, empathy, and problem-solving.
• Stay up-to-date with industry trends : Follow industry news and trends and proactively learn new skills and technologies relevant to tourism and hospitality.
• Be flexible and adaptable : The tourism and hospitality industry constantly evolves, so be open to change and to adapting to new situations and challenges.
• Strive for excellent guest service : Focus on delivering exceptional guest experiences as guest satisfaction is critical for success.

Tourism and hospitality offer many fantastic opportunities to create memorable guest experiences , work in diverse and multicultural environments, and develop transferable skills.

If you’re ready to embark on your career in tourism and hospitality, Glion has world-leading bachelor’s and master’s programs to set you up for success.

Photo credits Main image: Maskot/Maskot via Getty Images

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25 Hotel Industry Statistics [2023]: Hotel Rate Trends And Market Data

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Research Summary. The hotel industry not only reaches across the globe but also spans a wide cross-section of options ranging from budget motels to luxury resorts, making it an interesting field to study. Here are the key statistics on the hotel industry:

There are at least 187,000 hotels in the world as of 2023.

There are an estimated 17.5 million guestrooms in the world.

The global hospitality industry is worth over $4.548 trillion as of 2022.

There are about 1.6 million people employed by the U.S.’s accommodation industry.

The global travel and tourism industry was worth $4.671 trillion in 2020 , down from its $9.17 trillion value in 2019.

The average U.S. hotel occupancy rate is 64.2% as of February 2023.

Hotel Industry Statistics by Consumer Preferences

78% of millennials would rather spend their money on experiences than on things.

Hotels with a significant number of high-quality photos on their websites see a 15% increase in conversion rates.

This is compared to hotels that use few and/or low-quality photos. Including good photos of hotel rooms and amenities helps travelers know what they’re getting into and better imagine themselves there.

TripAdvisor shared that the number of photos a hotel has on its TripAdvisor profile has the most impact on traveler engagement with the listing.

More specifically, properties with at least one photo see a 138% increase in engagement and are 225% more likely to receive a booking inquiry, and those with over 100 photos see a 151% increase in engagement and are 283% more likely to receive a booking inquiry.

Europe has the highest hotel occupancy rate of any region in the world.

As of 2019, European hotels have an occupancy rate of 72.2%, meaning an average of 72.2% of all hotel rooms are occupied.

US Hotel Industry Statistics

There are 90,562 hotel and motel businesses in the U.S.

This number is a 0.4% increase from 2021, which is on trend with the average annual growth rate of 0.4% that this industry has seen from 2017 to 2022.

There are approximately 5.29 million hotel rooms in the U.S.

The U.S. hotel and motel industry is worth $177.6 billion.

This industry is predicted to grow by 33.6% throughout 2022 as it continues to recover from the COVID-19 pandemic, although it’s seen an average annual decline of 2.4% from 2017 to 2022.

The U.S. tourism industry was valued at $545.11 billion in 2020.

In 2020, U.S. hotels had an average occupancy rate of 44%.

Hotel Industry Statistics by Employment

The U.S.’s accommodation industry employs about 1.6 million people.

In Q1 2019, there were 1.352 million gross job gains in the U.S. leisure and hospitality sector.

Here are data points for each quarter from Q1 2019 through Q2 2021.

In Q1 of 2019, there were 1.22 million gross job losses in the U.S. leisure and hospitality industry.

Here are the numbers for each quarter following that through Q2 2021:

The average employee of the U.S. leisure and hospitality industry makes $19.44 an hour.

32% of U.S. leisure and hospitality industry employees have access to employer-sponsored health care.

43% get paid vacation from their employers, and 50% receive paid sick leave .

Hotel Industry Trends and Projections

In 2019, the global hotels and resorts market was worth over $1.5 trillion.

This was just before the COVID-19 pandemic caused widespread lockdowns in 2020, and it was the pinnacle of seven years of nearly continuous growth.

From 2021 to 2025, the global hotel and travel accommodation industry is projected to have a CAGR of 7%.

This will result in a market value of $1.05 trillion in 2025. In 2020, the global hotel and travel accommodation market was worth $673.02 billion, and it grew to $801.9 billion in 2021, which is a CAGR of 19.1%.

In 2020, travel and tourism contributed $4.671 trillion to the global GDP.

While this is a significant amount of money, it is also a significant decrease from the $9.17 trillion it contributed in 2019. This is a result of the 2020 COVID-19 lockdowns that significantly reduced the amount of travel in the world.

From 2008 to 2018, the number of hotels around the world has increased by nearly 14,300.

Hotel Industry Statistics FAQ

What is the growth rate of the hotel industry?

The growth rate of the hotel industry is 19.1%. This was the CAGR from 2020 to 2021 as the global hotel industry reopened after the COVID-19 pandemic lockdowns began to lift.

What are the four segments of the hospitality industry?

The four segments of the hospitality industry are Food and Beverage, Accommodation (also referred to as Lodging), Travel and Tourism, and Entertainment and Recreation.

You don’t necessarily have to be traveling to enjoy the hospitality industry’s offerings. The Food and Beverage sector, for example, includes restaurants , bowling alley food, and concessions stands, not just hotel restaurants. As a result, this is the largest sector of the hospitality industry.

The Accommodation or Lodging sector includes hotels, campgrounds, rental homes, and any other facility that gives people a place to sleep. This includes resorts, motels, and hostels all alike.

The Travel and Tourism sector covers the actual act of traveling via airlines, cruise ships, trains, taxis, and more. Whether you’re traveling for leisure or business, chances are you’ll utilize at least one of travel and tourism’s offerings on a trip.

The last sector of the hospitality industry is Entertainment and Recreation. This sector is made up of all the activities that people do just for the enjoyment of it. These include:

Swimming pools

Spectator sports

Movie theaters

Participatory sports (e.g., scuba diving, golf, tennis)

Amusement parks

How many American hospitality workers were fired or laid off in 2020?

10.65 million American hospitality workers were fired or laid off in 2020. While About 1.2 to 1.4 million people in this industry lost their jobs each quarter throughout 2019, 1.695 found themselves unemployed in Q1 2020, and a whopping 6.331 million were suddenly unemployed in Q2 2020 due to the COVID-19 pandemic lockdowns.

Is the hotel industry recovering?

Yes, the hotel industry is recovering. The global hotel and travel accommodation industry is expected to have a CAGR of 7% from 2021 to 2025.

What are the latest trends in the hotel industry?

The latest trends in the hotel industry are high-tech, green facilities, alternative accommodation options, and incorporating experiences into hotel stays.

Hotels are beginning to implement more and more smart technology, whether it’s a keyless entry or turning on the AC with an app. In addition, many hotels are looking for ways to reduce their carbon footprint by conserving water, reducing single-use plastics, and earning their LEED certifications.

Another hotel industry trend is that travelers (especially millennials) are looking more toward alternative accommodation options, whether that’s a rental house or villa, a mobile home, or hotels with a personality that reflect the local culture rather than standardized branding.

Hotels are responding to this by focusing on opening boutique hotels and facilities that bring unique elements to their decor, amenities, and even floor plans.

The hotel industry is a major player in the global and U.S. economies. In 2022, the global hotel industry was worth more than $4.548 trillion and is projected to see a CAGR of 7% from 2021 to 2025. In the U.S. alone, the hotel and motel industry is worth $177.6 billion, and the tourism industry is worth $545.11 billion.

Lockdowns in response to the COVID-19 pandemic in 2020 significantly impacted this industry. The worldwide travel and tourism industry contributed $4.671 trillion to the global GDP in 2020, which is just over half the amount it contributed in 2019 ($9.17 trillion).

In the U.S., over seven million leisure and hospitality industry employees lost their jobs during the first six months of 2020, compared to the just over five million that found themselves unemployed throughout all of 2019. Hotel occupancy rates also dropped by 33.3% from 2019 to 2020.

Eventbrite. “ Millennials: Fueling the Experience Economy. ” Accessed on February 16, 2022.

Medium . “ The Importance of Imagery on Hotel Websites. ” Accessed on February 16, 2022.

Frederic Gonzalo. “ Photos Impact Bookings More Than Reviews. ” Accessed on February 16, 2022.

Statista. “ Occupancy Rate of the Hotel Industry Worldwide From 2008 to 2019, by Region. ” Accessed on February 16, 2022.

IBISWorld. “ Hotels & Motels in the U.S. – Number of Businesses 2005-2027. ” Accessed on February 16, 2022.

Statista. “ Number of Hotel Rooms in the United States From 2017 to 2020, by Chain Scale Segment. ” Accessed on February 16, 2022.

IBISWorld. “ Hotels & Motels in the U.S. – Market Size 2005-2027. ” Accessed on February 16, 2022.

Statista. “ Market Size of the Tourism Sector in the United States From 2011 to 2020, with a Forecast for 2021. ” Accessed on February 16, 2022.

Statista. “ Occupancy Rate of Hotel Industry in the United States From 2001 to 2020. ” Accessed on February 16, 2022.

U.S. Bureau of Labor Statistics. “ Accommodation: NAICS 721. ” Accessed on February 16, 2022.

U.S. Bureau of Labor Statistics. “ Economic News Release: Employment Situation Summary. ” Accessed on February 16, 2022.

U.S. Bureau of Labor Statistics. “ Databases, Tables & Calculators by Subject: Gross Job Gains for the Leisure and Hospitality Sector in the U.S. (Rounded to the Nearest Thousands.) ” Accessed on February 16, 2022.

U.S. Bureau of Labor Statistics. “ Databases, Tables & Calculators by Subject: Gross Job Losses for the Leisure and Hospitality Sector in the U.S. (Rounded to the Nearest Thousands). ” Accessed on February 16, 2022.

U.S. Bureau of Labor Statistics. “ Leisure and Hospitality. ” Accessed on February 16, 2022.

IBISWorld. “ Global Hotels & Resorts – Market Size 2005-2027. ” Accessed on February 16, 2022.

Globe Newswire. “ Global Hotel and Other Travel Accommodation Market Report 2021: Market is Expected to Grow From $673.02 Billion in 2020 to $801.9 Billion in 2021 – Long-term Forecast to 2025 & 2030. ” Accessed on February 16, 2022.

Statista. “ Total Contribution of Travel and Tourism to Gross Domestic Product (GDP) Worldwide From 2006 to 2020. ” Accessed on February 16, 2022.

Statista. “ Total Number of Hotels Worldwide From 2008 to 2018. ” Accessed on February 16, 2022.

Hospitality Net. “ What Are the 4 Segments of the Hospitality Industry. ” Accessed on February 16, 2022.

Hotel Tech Report. “ 100 Hotel Trends You Need To Watch in 2022 & Beyond. ” Accessed on February 16, 2022.

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Abby is a writer who is passionate about the power of story. Whether it’s communicating complicated topics in a clear way or helping readers connect with another person or place from the comfort of their couch. Abby attended Oral Roberts University in Tulsa, Oklahoma, where she earned a degree in writing with concentrations in journalism and business.

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The leading players of Travel & Tourism globally have published a landmark joint report setting out their joint plan to help halt and reverse biodiversity loss.

Launched on Earth Day 2024, “Nature Positive Travel & Tourism in Action” is the creation of the high-level ‘Nature Positive Tourism Partnership, made up of the World Travel & Tourism Council ( WTTC ), the World Tourism Organization ( UN Tourism ) and the Sustainable Hospitality Alliance ( the Alliance ).

Developed in collaboration with specialist consultancy ANIMONDIAL, the report is the sector’s pledge to support the implementation of the Kunming-Montreal Global Biodiversity Framework (GBF), the UN’s Biodiversity Plan.

It presents more than 30 case studies of inspiring and progressive actions from around the world involving large and small businesses, national and local government agencies, civil society groups, and inter-sectoral partnerships.

By offering actionable guidance and insights, this report not only highlights the intrinsic link between biodiversity and tourism’s resilience, but also empowers businesses to become stewards of nature.

Historic partnership for nature

Julia Simpson, WTTC President & CEO , said: “This historic partnership with Travel & Tourism heavyweights is a significant step in our collective journey towards a more sustainable and responsible sector.

“This report is not merely a publication but a movement towards integrating environmental stewardship into the core of travel experiences.

“As we celebrate Earth Day, let us heed the call to nurture and protect our destinations. Our sector’s reliance on nature, coupled with our expertise in creating inspiring and memorable experiences, means we are ideally placed to be guardians of nature.”

Mr. Zurab Pololikashvili, Secretary-General of UN Tourism , said: “For years, UN Tourism has been at the forefront of integrating tourism into the broader UN biodiversity agenda, including supporting the work of the Secretariat of the Convention on Biological Diversity (CBD).

“This pivotal new collaboration among key global players sets a robust framework for sustainable practices that not only drive significant impact but also exemplify the power of united efforts in conserving biodiversity.

“This report is a testimony to what we can achieve together for nature’s preservation, inspiring a global movement towards more sustainable and resilient tourism.”

Glenn Mandziuk, Sustainable Hotel Alliance CEO , said: “This report is a milestone for Travel and Tourism, representing our commitment as an industry to protect and conserve nature. 

“The Alliance is proud to contribute to and collaborate on this insightful and action-orientated report which will bring tangible change to destinations around the world, supporting biodiversity. Nature underpins our society, economies and indeed our very existence. 

“The hospitality industry is today a leader amongst industries in its Nature Positive approach and this report signifies how much our industry understands the true value of nature.”  

Expert-led coalition

Recognising that the sector has a critical role to play in protecting and conserving biodiversity, the Nature Positive Tourism approach is designed to be a touchstone for actionable change. It focuses on equipping the sector with the tools and insights needed to nurture and protect destinations upon which it depends.

The commitment of the Partnership to work towards “net positive for nature” draws on extensive consultation with experts from business, government, academia and civil society, including the International Union for Conservation of Nature (IUCN) and the World Commission on Protected Areas (WCPA).

The report, which follows the 2022 WTTC report “Nature Positive Travel & Tourism”, includes practical frameworks and real-world examples that encourage both travel providers and travellers to embark on journeys that contribute to the conservation of our natural treasures.

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From spring offensive to charm offensive: The Taliban are working to woo tourists to Afghanistan

Afghanistan tourism.

KABUL, Afghanistan (AP) —

Around 30 men are crammed into a Kabul classroom, part of the debut student cohort at a Taliban-run institute training tourism and hospitality professionals.

It’s a motley crew. One student is a model. Another is 17 and has no job history.

The students vary in age, education level and professional experience. They're all men — Afghan women are banned from studying beyond sixth grade — and they don't know anything about tourism or hospitality. But they are all eager to promote a different side of Afghanistan. And the Taliban are happy to help.

Afghanistan’s rulers are pariahs on the global stage, largely because of their restrictions on women and girls . The economy is struggling, infrastructure is poor, and poverty is rife .

And yet, foreigners are visiting the country, encouraged by the sharp drop in violence, increased flight connections with hubs like Dubai , and the bragging rights that come with vacationing in an unusual destination. The numbers aren’t huge — they never were — but there’s a buzz around Afghan tourism.

In 2021, there were 691 foreign tourists. In 2022, that figure rose to 2,300. Last year, there were 7,000.

Mohammad Saeed, the head of the Tourism Directorate in Kabul, said the biggest foreign visitor market is China because of its proximity and large population. Afghanistan also has advantages over some of its neighbors.

“They’ve told me they don’t want to go to Pakistan because it’s dangerous and they get attacked . The Japanese have said this to me also," Saeed said. “This is good for us.”

But there are disadvantages, too.

Visas are difficult and expensive to access. Many countries severed ties with Afghanistan after the Taliban returned to power , and no country recognizes them as the legitimate rulers of the country.

Afghan embassies either closed or suspended their operations. There's an ongoing power struggle between Afghanistan’s embassies and consulates staffed by people from the former Western-backed administration, and those under the Taliban administration’s full control .

Saeed concedes there are obstacles for Afghan tourism to develop but said he was working with ministries to overcome them.

His ultimate aim is to have a visa on arrival for tourists, but that could be years away. There are problems with the road network, which is half-paved or non-existent in some parts of the country, and airlines largely avoid Afghan airspace .

The capital Kabul has the most international flights, but no Afghan airport has direct routes with major tourist markets like China, Europe, or India.

Despite the challenges, Saeed wants Afghanistan to become a tourism powerhouse, an ambition that appears to be backed by the Taliban’s top leaders.

“I have been sent to this department on the instructions of the elders (ministers). They must trust me because they’ve sent me to this important place.”

The students also have aspirations. The model, Ahmed Massoud Talash, wants to learn about Afghanistan’s picturesque spots for Instagram posts and its history for media appearances.

Business school graduate Samir Ahmadzai wants to open a hotel but thinks he should know more about tourism and hospitality first.

“They hear that Afghanistan is backwards, poverty and all about war,” said Ahmadzai. “We have 5,000 years of history. There should be a new page of Afghanistan.”

Classes include Afghan handicrafts and anthropology basics.

An unofficial subject is how to interact with foreign women and how their behavior or habits could clash with local customs and edicts. Examples might be women smoking or eating in public, to mixing freely with men who are not related to them by blood or marriage.

The Taliban have imposed a dress code for women and requirements for them to have a male guardian, or mahram, when they travel. Dining alone, traveling alone, and socializing with other women in public have become harder. With gyms closed to women and beauty salons banned , there are fewer places where they can meet outside the home.

In a sign that the country is preparing for more overseas visitors, the country’s only five-star hotel, the Serena, has reopened its women’s spa and salon for foreign females after a monthslong closure.

Foreigners must show their passport to access services. Women with “born in Afghanistan” on their ID are barred.

The restrictions on Afghan women and girls weigh on overseas travel companies, who say they try to focus on the positive aspect of cultural interactions by making donations, supporting local projects or only visiting family-run businesses.

Shane Horan, the founder of Rocky Road Travel, said visiting Afghanistan should not be seen as an endorsement of any particular government or political regime.

“Ultimately, the goal should be to support responsible tourism practices that contribute positively to the local economy and foster mutual respect and understanding, while also remaining cognizant of the broader political context in Afghanistan.”

He said there was no input from authorities about what tour groups saw or did, and that the company worked closely with a women’s rights organization in Afghanistan. A percentage of the tour cost went into supporting this organization’s programs, Horan added.

There are no women at the Institute of Tourism & Hotel Management. The students don’t mention it. But an official at the Tourism Directorate does.

“It’s a heartbreaking situation,” said the official, who wished to remain anonymous for fear of reprisals. “Even female family members ask if they can study here. But there was a change in policy with the change in government. The women who were studying before (the takeover) never came back. They never graduated.”

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IndiGo’s Global Ambitions Take Shape: New Details From CEO Pieter Elbers

Peden Doma Bhutia , Skift

April 30th, 2024 at 11:28 AM EDT

IndiGo isn't happy just being the largest airline in India. The carrier wants to be taken seriously as a global aviation player.

Peden Doma Bhutia

India’s largest carrier IndiGo, which recently placed its first-ever order for widebody aircraft , plans to offer nonstop connectivity from major Indian airports to global destinations.

According to IndiGo CEO Pieter Elbers, the decision is aligned with the government’s vision to make India a global aviation hub and powerhouse.

In the past 18 months, IndiGo has added 7 international destinations while expanding strategic partnerships, the most recent one being the codeshare partnerships with Malaysia Airlines and Qantas Airways.

But on a conference call with investors Tuesday, IndiGo CEO Pieter Elbers was tightlipped on where they intend to fly.

“We clearly have ideas where to go, how to develop it, but I don’t think this would be the right point in time to already move into what’s the exact network.”

He said that the plane clearly has the capabilities to go to many parts of the world from different Indian cities. “Amsterdam should be somewhere on the map,” he said half-jokingly – Elbers was born in the Netherlands, and had been the president and CEO of KLM before moving to IndiGo in 2022.

The IndiGo Aircraft Orders So Far

Last June, IndiGo placed an order for 500 aircraft with Airbus . The airline has also placed an order for XLRs and has also retained the purchase rights for an additional 70 aircraft.

“The XLRs, expected to arrive from next year, will help IndiGo further extend its range and increase the number of overseas routes for the airline, which today serve out of one specific point in India,” Elbers said.

Nairobi is one example. “Today, we operate today out of Nairobi — from Nairobi to Mumbai. With the XLR, we could start combining it also with Bengaluru or Delhi or other places in India itself.”

Currently, IndiGo has an outstanding order book of around a little short of 1,000 aircraft with a mix of 320neos, 321neos, 320 XLRs and now also the 350-900 aircraft.

IndiGo had entered into a wet lease agreement for a Boeing 777 widebody aircraft, commencing operations on the Delhi-Istanbul route in February last year. Subsequently, in May, the airline introduced its second Boeing 777 aircraft, also under wet lease terms, to service the Mumbai-Istanbul route.

Elbers said the wet lease and the codeshare with Turkish Airlines have given the airline a lot of insights and provided it with the necessary experience.

The Underpenetrated Indian Aviation Market

Elbers called the Indian aviation market still highly underpenetrated, both in domestic as well as in the international markets.

India has only around 70 wide-body aircraft and the Indian carriers are significantly underrepresented in the nonstop, long-haul international market, he said.

IndiGo, which currently operates around 350 aircraft, plans to operate 600 aircraft by 2030. “Today, we operate around 350-ish planes. By 2030, we will be operating in the range of 550 to 600 aircraft,” said Elbers.

Elbers said some of the triggers for the decision to order the widebodies include India’s economic development, the growing aspirations of Indian consumers to travel not just in the region, but beyond. He further said that for an airline that turns 18 this year this is a natural transition.

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Tags: a321xlr , airbus , asia monthly , Boeing , india , indigo airlines , low-cost carriers , turkish airlines

Photo credit: IndiGo CEO Pieter Elbers places first-ever order for widebody aircraft with 30 Airbus A350s. Indigo

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Sustainable tourism expert joins Department of Hospitality, Hotel Management and Tourism

Clark brings expertise on sustainable nature-based tourism, resource management and community resilience.

October 11, 2023 - by Paul Schattenberg

Connor Clark, Ph.D., an expert in sustainable tourism, has joined the Department of Hospitality, Hotel Management and Tourism in the Texas A&M College of Agriculture and Life Sciences .

Clark, who came to the department in August, brings expertise in sustainable nature-based tourism with an emphasis on ecological and resource conservation in tourism development.

“Having someone with Dr. Clark’s focus on sustainable tourism and an eye for resilient and thriving communities brings a further dimension to the scholarly efforts of our department,” said Brian King, Ph.D., head of the Department of Hospitality, Hotel Management and Tourism. “He will also bring greater depth to our understanding of international hospitality and tourism, including the perspectives of diverse populations and global communities.”

Clark earned a doctoral degree in community resources and development with an emphasis in tourism management from Arizona State University; a master’s degree in global management from Thunderbird School of Global Management, Phoenix; and a bachelor’s degree in Latin American studies from Brigham Young University, Provo, Utah. He also has had international study experiences, including study abroad courses in South Africa and Mexico.

Clark’s role and previous experience

In his role as an assistant professor in the department, Clark is responsible for developing and teaching coursework in hospitality, hotel management and tourism. He will also design and conduct tourism-related research and advise graduate students.

Before coming to Texas A&M University , Clark was an assistant professor in the Recreation and Tourism Management Program in the School of Human Ecology at Georgia Southern University.

There, he designed and taught recreation and tourism management courses and conducted tourism and recreation research. He also assisted with program design, marketing and recruiting. Clark also has experience as a research assistant for Arizona State University and Arizona State Parks and Trails, helping develop the Arizona Statewide Comprehensive Outdoor Recreation Plan.

He was also a research associate at the Center for Sustainable Tourism at Arizona State University, where he had additional duties as an instructor in the School of Community Resources and Development.

Along with research and teaching, Clark’s passions include helping micro- and small businesses. Prior to his academic career, he served as a market analyst and then director of field operations for Elevate Global in Lima, Peru; a microenterprise consultant at the Inter-American Development Bank in Lima; and he has experience in caregiving services, including hospice care.  

“I am very excited to take my international development background and integrate it into my tourism teaching and research so that it brings an international and community development focus,” Clark said.  

Tourism and ecological conservation  

Some of the research projects in which Clark has been involved include: 

• A New Vision for Sustainability in the Southwest Borderlands: How Ecological Restoration Can Invite Tourism, Regional Economic Opportunities and Improved Cross-border Relations.
• Statewide Comprehensive Outdoor Recreation Plan for Arizona, Arizona State Parks and Trails.
• Understanding the Changing Relationships of Indigenous Peoples with their Natural Environments: A Cross-Cultural Study.

Clark has been published in several well-known refereed journals, including the Journal of Travel Research , Journal of Sustainable Tourism , Current Issues in Tourism , Journal of Ecotourism , Journal of Hospitality and Tourism Technology , and Tourism Review International . He also has articles accepted for publication in the Handbook on Crisis and Disaster Management in Tourism . Some of the topics of his work include:

• Building community resilience at a cross-border destination.
• Preserving and protecting resources at the Arizona-Mexico border through sustainable tourism development and ecological restoration.
• Agave: The peculiar plant fueling new tourism trends and saving endangered species. 

He also has given numerous conference presentations on topics ranging from tourism potential and appreciation at the U.S.-Mexico border, the political ecology of border landscapes, engaging tourism and conservation stakeholders in the Sky Island borderlands to tourism development and ecological restoration and the use of technology in nature-based tourism.

“As a proud new member of the department, I look forward to continuing my focus on issues related to sustainable tourism development, resource preservation and resilient communities at the U.S.-Mexico border, across Texas and in Latin America,” Clark said.

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The taliban are working to woo tourists to afghanistan.

Afghans take selfies at the renovated Darul Aman Palace in Kabul, Afghanistan, Wednesday, April 24, 2024. (AP Photo/Siddiqullah Alizai)

KABUL, Afghanistan (AP) — Around 30 men are crammed into a Kabul classroom, part of the debut student cohort at a Taliban-run institute training tourism and hospitality professionals.

It’s a motley crew. One student is a model. Another is 17 and has no job history.

The students vary in age, education level and professional experience. They’re all men — Afghan women are banned from studying beyond sixth grade — and they don’t know anything about tourism or hospitality. But they are all eager to promote a different side of Afghanistan. And the Taliban are happy to help.

Afghanistan’s rulers are pariahs on the global stage, largely because of their restrictions on women and girls. The economy is struggling, infrastructure is poor, and poverty is rife.

And yet, foreigners are visiting the country, encouraged by the sharp drop in violence, increased flight connections with hubs like Dubai, and the bragging rights that come with vacationing in an unusual destination. The numbers aren’t huge — they never were — but there’s a buzz around Afghan tourism.

In 2021, there were 691 foreign tourists. In 2022, that figure rose to 2,300. Last year, there were 7,000.

Mohammad Saeed, the head of the Tourism Directorate in Kabul, said the biggest foreign visitor market is China because of its proximity and large population. Afghanistan also has advantages over some of its neighbors.

“They’ve told me they don’t want to go to Pakistan because it’s dangerous and they get attacked. The Japanese have said this to me also,” Saeed said. “This is good for us.”

But there are disadvantages, too.

Visas are difficult and expensive to access. Many countries severed ties with Afghanistan after the Taliban returned to power, and no country recognizes them as the legitimate rulers of the country.

Afghan embassies either closed or suspended their operations. There’s an ongoing power struggle between Afghanistan’s embassies and consulates staffed by people from the former Western-backed administration, and those under the Taliban administration’s full control.

Saeed concedes there are obstacles for Afghan tourism to develop but said he was working with ministries to overcome them.

His ultimate aim is to have a visa on arrival for tourists, but that could be years away. There are problems with the road network, which is half-paved or non-existent in some parts of the country, and airlines largely avoid Afghan airspace.

The capital Kabul has the most international flights, but no Afghan airport has direct routes with major tourist markets like China, Europe, or India.

Despite the challenges, Saeed wants Afghanistan to become a tourism powerhouse, an ambition that appears to be backed by the Taliban’s top leaders.

“I have been sent to this department on the instructions of the elders (ministers). They must trust me because they’ve sent me to this important place.”

The students also have aspirations. The model, Ahmed Massoud Talash, wants to learn about Afghanistan’s picturesque spots for Instagram posts and its history for media appearances.

Business school graduate Samir Ahmadzai wants to open a hotel but thinks he should know more about tourism and hospitality first.

“They hear that Afghanistan is backwards, poverty and all about war,” said Ahmadzai. “We have 5,000 years of history. There should be a new page of Afghanistan.”

Classes include Afghan handicrafts and anthropology basics.

An unofficial subject is how to interact with foreign women and how their behavior or habits could clash with local customs and edicts. Examples might be women smoking or eating in public, to mixing freely with men who are not related to them by blood or marriage.

The Taliban have imposed a dress code for women and requirements for them to have a male guardian, or mahram, when they travel. Dining alone, traveling alone, and socializing with other women in public have become harder. With gyms closed to women and beauty salons banned, there are fewer places where they can meet outside the home.

In a sign that the country is preparing for more overseas visitors, the country’s only five-star hotel, the Serena, has reopened its women’s spa and salon for foreign females after a monthslong closure.

Foreigners must show their passport to access services. Women with “born in Afghanistan” on their ID are barred.

The restrictions on Afghan women and girls weigh on overseas travel companies, who say they try to focus on the positive aspect of cultural interactions by making donations, supporting local projects or only visiting family-run businesses.

Shane Horan, the founder of Rocky Road Travel, said visiting Afghanistan should not be seen as an endorsement of any particular government or political regime.

“Ultimately, the goal should be to support responsible tourism practices that contribute positively to the local economy and foster mutual respect and understanding, while also remaining cognizant of the broader political context in Afghanistan.”

He said there was no input from authorities about what tour groups saw or did, and that the company worked closely with a women’s rights organization in Afghanistan. A percentage of the tour cost went into supporting this organization’s programs, Horan added.

There are no women at the Institute of Tourism & Hotel Management. The students don’t mention it. But an official at the Tourism Directorate does.

“It’s a heartbreaking situation,” said the official, who wished to remain anonymous for fear of reprisals. “Even female family members ask if they can study here. But there was a change in policy with the change in government. The women who were studying before (the takeover) never came back. They never graduated.”

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