From new flavors to micro-communities, we took a dive into half a dozen year-end reports to compile the most intriguing trends with the most opportunities for hospitality brands.
Here's our top four hospitality trends for 2025:

01
Digital Burnout Travel
Gen Z are the first ‘digital native’ generation, and while this means they expect seamless digital experiences and connectivity, it’s also triggering digital burnout, with people looking for ways to reduce digital clutter, endless notifications and choice overwhelm.
An example of this is feedback burnout - with people so inundated with requests for reviews and ‘Can you spare five minutes a survey?’ popups, that they’re quitting sharing feedback, and instead, silently ghosting if they have a bad experience.
As a result of this digital clutter, simpler products, like flip phones and Polaroid® cameras, have grown in popularity; and ‘notification vacations’ are on the rise, with 24% of travelers stating they power down social media while on vacation and avoid answering calls and texts.
Other related trends are the growth of self-care, including ‘couch/bed rotting’ and the growth of ‘live travel’ that seeks experiences that can’t be clicked or streamed.

These trends share a similar theme — people are seeking out experiences that are a form of escape, and not add to the stress of their day-to-day. Already sounds nice, right?
Experiences offer an opportunity to diversify and personalize offerings based on interests, but without being a source of stress. React quickly and empathetically when people’s plans are disrupted, or risk losing a customer for life.
KEY TAKEAWAYS FOR YOUR BRAND:
Where can you simplify customer processes like transactions?
What can you offer guests to help unplug and go analog?
How can you help guests relax and decompress beyond spa services?

02
Third Space Experiences
To counter the ‘loneliness epidemic’, more brands are offering experiences that bring people together around common interests and activities. Particularly, activities that can form micro-communities and relationships that continue beyond the flight back home.
Outdoor adventures, creative classes, and initiatives that give back to the community or environment are becoming popular ways to bring people together. These experiences offer a different level of socialization than sitting poolside or at the bar, and they have flexibility if a guest prefers to focus on their own experience than social connections.
“It’s increasingly important for hotels to evolve to by offering something different, experiential, memorable [and] desirable,” — Jenna Jacobson, VP of luxury and mixed-use development, Marriott International
These collaborative activities can also offer a unique experience of local culture and community. Going beyond the in-room directory, partnering with aligned local brands, can let guests immerse in artistic creation, new flavors, or local scenery in ways that help ensure they have a good time and are with reputable partners.
The rise of these memorable and unique experiences opens the opportunity to expand beyond a transactional relationship with fans. The selection of offerings are another way for your brand to exceed expectations and show your core fans you understand them.
KEY TAKEAWAYS FOR YOUR BRAND:
What experiences or activities would your core audience be most interested in?
What experiences in your local community are distinct from other destinations?
Which local partners have commonalities with your own brand??

03
AI Ambivalence
The lightning speed of AI integrations across businesses has already left people wondering how it’s benefiting them.
The top concern is around the questions we all now have to ask when shopping online. ‘Are those 5 star customer reviews real or AI?’ ‘Are the photos on Instagram real or AI?’ ‘Is this customer service rep real or AI?’
And doubt in authenticity erodes brand trust — 57% of consumers say that they ‘don’t consider AI a trustworthy source of information’ and only 26% say they trust brands to use AI responsibly.’
For hospitality brands, human connection is essential. So navigating the possible benefits of AI integration without compromising the customer experience is another concern.
“We don’t think that AI should touch the guest. It’s not going to replace team members. What it’s going to do is give team members the ability to have easy access to information that they need at their fingertips and when they need it.” — Dina Belon, President, Staypineapple Hotels
Another concerning AI trend brands must be aware of is ‘Fraud As A Service’, a trend predicted to surge in 2025. Using AI, scammers can rapidly clone convincing websites, marketing materials and even deepfake videos that impersonate company executives.
It's all designed to fool your customers (or you) into thinking they’re interacting with the real brand, and of course, empty your bank account. These fake brands can cause real brand reputation damage.
KEY TAKEAWAYS FOR YOUR BRAND:
How can you improve trust in ratings and reviews?
Where will AI technology be most visible to guests?
Does the use of AI clash with your brand values?

04
Sipping Global Flavors
Popular flavors are starting to be decided by Gen Z tastes. And Filipino flavors, African spices, and non-alcoholic drinks are some of the sought after tastes they’re craving.
New flavors are becoming more common across beverages, like pretty purple Ube, fragrant hawaij spice, and tangy black lime.
“They’re drinking options like coffee jelly sago, pandan iced coffee, and coconut milk coffee with pandan foam. The beverage format allows Gen Zers to experiment with indulgent and exciting new flavors without breaking the bank, making it an affordable way to explore global influences.” — Tastetrend
Gen Z is also seeking out hydrating drinks that offer additional functional health boosts, like reducing bloating or improving sleep. ‘Sleepy girl’ mocktails went viral in 2024 as a new nightcap.
The ‘sober curious’ lifestyle is also expected to grow, with more people seeking out alcohol-free drinks and experiences and focusing on quality over quantity when it comes to alcohol. Getting creative with flavors and menus are a way your brand can reflect audience preferences while offering something original.
KEY TAKEAWAYS FOR YOUR BRAND:
Are there any offerings your can easily add to cater to Gen Z tastes?
Is there a connection or fusion that can be made between popular and local flavors?
Are there partnership or other ways to make a more extensive drink options available to guests or events?
2025 Hospitality Trends Reports Referenced:
2025 Global Consumer Trends Report by Qualtrics
Hilton Annual Trends Report
Euromonitor International 2025 Consumer Trends Report
Trendhunter 2025 Report
Insights from 2024 Lodging Conference
Mintel 2025 Global Consumer Trends Report
Tastewise 2025 Food & Beverage Trends
Virginia Retail Matters Report 2024
Skift 2025 Travel Trends Report