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Embracing Change in 2023: New Guest Habits, New Revenue Streams

Change seems to have become the new normal: change in market demand, change in guest behaviors, change in macro- and micro-economics. With so much change, it may seem impossible to predict what comes next.

However, change has always been a constant. It is a constant evolution, and it is rarely without patterns or data.

We asked industry experts from around the world to share their trends and predictions for the year ahead. In addition, we surveyed the global hotel industry to find out what was their sentiment on topics such as tech investment, revenue management, and day-to-day operational challenges. Combined, these give us a clearer picture of what 2023 may bring.

For more insight on industry trends & predictions for 2023 read our latest eBook: Targeting Greater Profitability In 2023. Download your free copy today:

Continued tech investment and tech diversification were trends that came through with everyone we spoke to. 

Most importantly, this technology is being used by the guest and it is shaping how they book travel. The engaged traveler is mobile and always on. Yet, while technology is playing a central role in hotel selection, the guest’s needs on-property remain largely unchanged.

Continued Tech Investment

The results of our latest Trends & Predictions survey show that hoteliers intend to continue to invest in building out their technology stack in 2023.

“2022 was a year when we saw a significant move to cloud-based technology. Staffing pressures and market variability meant that hotels needed to implement systems that could harness and process extraordinary amounts of data without having to hire large teams of specialists,” said Chris Crowley, Chief Revenue Officer, Duetto.

 “Looking at the results of our recent Trends & Predictions survey, it looks like 2023 will be another year of increased tech adoption, as hotels continue to look for ways to drive efficiency, boost profitability and adapt to the challenges of the year ahead,” he added.

Our partners at Oracle Hospitality also believe 2023 will see continued increases in hotel tech adoption.

“As we move into 2023, we will continue to see hotels leverage technology to not only increase operational and staff efficiency, but also meet changing guest expectations for a high-value, but a relatively low-touch experience,” said Laura Calin, Global Vice President, Hospitality Strategy & Solutions Management, Oracle Hospitality.

She cites three ways in which hotels will use technology to move ahead:

  1. Hotels will prioritize guest convenience and choice by presenting offers for upsell and ancillary products and services
  2. Automation, supported by AI and machine learning will improve operational efficiency and support new revenue streams
  3. A modern UX, including self-service tools and gamification, will become essential in optimizing staff efficiency


As hotels continue to deal with staff shortages and recruitment challenges, automation helps teams to compete in a highly variable marketplace.

“Automation is critical to the efficiency of any business. Having a workforce that is stuck at running business insights in Excel worksheets, cleaning and migrating data between systems, and running manual processes around all of this, is a waste of time, which ultimately is a waste of money. In addition, it makes those employees' jobs extremely tedious, challenging, and error-prone,” said Jordan Hollander, Co-founder, Hotel Tech Report.

“And so, automation is already absolutely critical, and not just for hotels, but for any business in today's market, because you're not just competing with the hotel down the street, you're competing with, Expedia, and Google, and you're competing with really sophisticated players that are upping the gameplay,” he added.

Automation tops the tech agenda at Ruby Hotels. The hotel company is in a rapid growth phase with 19 hotels under construction or in planning, and therefore automation and streamlining operations are key considerations.

“Automation is one of the major topics for Ruby Hotels and we are always looking to improve our automated processes with a special focus on this in 2023,” said Mark Braune, Group Director Revenue & Distribution, Ruby Hotels.

“Investment in hotel technology will increase to follow Ruby’s philosophy of full automation, efficiency, and digital advantages for our guests,” he added. “In addition, there will be a trend of more digitalization to make a stay even more comfortable, from the booking process through to post-stay.”

Total Revenue Management

For many of the hoteliers and industry experts we interviewed, the aim of this tech investment is to optimize every revenue opportunity. Total revenue management is not a new trend, but it is one that hoteliers and revenue experts from around the world seem to be embracing for the year ahead.

At citizenM, the focus is on customer lifetime value. Bob Engeringh, Commercial Director, citizenM believes more hotels should look beyond room revenue and take a more holistic view of revenue management.

“The development of net revenue management, not only focusing on the single room booking but taking into consideration any ancillary spend, will be an important trend in 2023 and beyond,” he said.

New guest habits

Despite all the disruption and uncertainty we have seen in the past three years, the guest has not changed – they still want great experiences. However, what has changed is how guests book hotel rooms, and hoteliers need to be aware of this, stresses Erik Tengen, Co-Founder, Oaky.

“2023 promises to be a very exciting year for hospitality. Those hoteliers who target the guest in fresh, targeted ways will enjoy an increase in both guest satisfaction and profitability,” Tengen said.

Suzanne Swafford, SVP of Revenue Management, Tishman Hotel Corporation, agreed: “Hotels have always been slow to change, but today’s consumer is looking for unique and individual experiences. Hotels must stay in touch with evolving guest needs and be ready to move quickly as those dynamics change.”  

Discover more trends & predictions from industry leaders in our latest eBook: Targeting Greater Profitability In 2023. Download your FREE copy today: 

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Sarah McCay Tams, Director of Marketing Communications.

Sarah joined Duetto in 2015 as a contributing editor covering Europe, Middle East & Africa (EMEA). In 2017, she was promoted to Director of Content, EMEA, and in 2022 promoted to Director of Marketing Communications. An experienced B2B travel industry journalist, Sarah spent 14 years working in the Middle East, most notably as senior editor – hospitality for ITP Publishing Group in Dubai, where she headed up the editorial teams on Hotelier Middle East, Caterer Middle East and Arabian Travel News. Sarah is now based back in the UK.

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