We’re halfway through 2025, it’s time to call it like it is and hospitality has seen a lot; some great ideas, a lot of noise, and more than a few flops.

If you’re still holding on to brand updates that mean nothing or marketing copy about 'experiences' with no soul, you’re not just behind, you’re irrelevant.

This isn’t about chasing trends. It’s about spotting the shifts that actually matter. The ones that show us how people live, travel, and want to feel when they walk through our doors. Here’s what’s real, what’s working, and what we better pay attention to.

1. Sustainability Isn’t a Flex. It’s Expected.

Guests don’t want brochures about your green initiatives. They want to see it. Compostable room service packaging. Refillable bottles in the shower. Solar panels on the roof. If you’re not building these things into your operation, you’re behind. Real sustainability is visible, trackable, and baked into the bones of the place, not slapped on the side.

2. Sleep Is the New Luxury

People don’t travel to get tired. They travel to feel better. If your beds, blackout curtains, HVAC, and lighting don’t conspire to give guests the best sleep of their lives, you're wasting their time. Guests remember how they slept. Not what color the sheets were.

3. Resort-Core in the City

Wellness isn’t just for beachfront retreats anymore. City hotels are leaning into spa vibes, ritual moments, and calming design. Cold plunges, infrared saunas, sound therapy, and sleep menus are all finding their way into downtown properties. Guests want to feel like they’re getting away, even if they’re in town for a conference.

4. Tech That Stays Out of the Way

Yes, AI and automation help. But if guests have to fight with a touchscreen or talk to a robot to get extra towels, something’s broken. The best tech disappears. It helps your team shine. It doesn’t try to replace them.

5. Local Isn’t Just Nice. It’s Necessary.

Nobody wants to fly 3,000 miles to get the same hotel room they could’ve had at home. Local art, local food, local stories—that’s what makes a place feel real. The best hotels feel rooted. Like they belong. Guests feel that. They remember it.

6. Microstays, Macro Impact

Not everyone needs a full night. Some need a nap. A shower between meetings. A quiet place to send a few emails. Day-use options and short bookings are smart ways to fill gaps and drive revenue. High turnover, low lift. It works.

7. Dry Doesn’t Mean Dull

More people are skipping the booze, but not the experience. Zero-proof drinks are finally getting the respect they deserve. Botanicals, infusions, and non-alc cocktails that feel grownup and indulgent. No judgment, just good taste.

8. Smart Money Wants Meaning

Investors aren’t just buying real estate. They’re betting on relevance. Hotels that connect to their communities, that tell a story, that feel alive, those are the ones attracting capital. Culture is an asset now. Ignore it and watch your value drop.

9. Design for Togetherness

Group travel isn’t just a booking trend, it’s a design challenge. Think beyond connecting rooms. Guests want communal kitchens, shared tables, fire pits, and memory-making experiences. You’re not just giving people space. You’re giving them stories.

10. Don’t Race to the Bottom

Slashing rates might fill rooms, but it empties your brand. Instead, offer value that feels thoughtful. Give guests more of what matters. A surprise upgrade. A partner perk. Something that makes them feel seen. Price follows perception.

The Bottom Line: Make It Matter

The second half of 2025 is your moment. Don’t waste it copying what worked last year. Build something that feels honest, intentional, and alive. Be the hotel they remember. The one that felt like more than a room.

Because they won’t remember your ADR.

They’ll remember how you made them feel.

And that’s still what wins.

Have your people call my people.

-Longing for belonging™

Bashar Wali - Follow
One-Night Stands with Hotels. Lifelong Affair with Hospitality. Practice Hospitality. Preach Humanity. | Human | Traveler | Hotelier | Founder | YPO'er | TEDx'er | Speaker | Lecturer | Board Member | 182k LinkedIn Tribe