We hope everyone enjoyed the holiday season with friends and family! With the new year starting tomorrow, it's time to start looking ahead.

From social media overtaking traditional booking channels to legacy brands trying to crack the code of experiential hospitality–there's a lot to keep an eye on going into 2025.

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Here are the 10 trends that we think will shape hospitality in 2025:

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1. Social Media Continues to Take Share From Traditional OTAs

The shift away from traditional OTAs like Airbnb and Booking.com is accelerating.

Social media offers a fundamentally more inspiring booking experience–helping guests envision their stay through video rather than trying to decide from 20 static photos and an amenity list.

We're seeing this across the industry as more properties shift their focus (and marketing dollars) towards social.

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2. Booking Stays Within Social Media Platforms

Instagram is testing a new feature where websites (or booking engines in our case) open automatically in the bottom half of the screen when clicking a profile.

This could be a game-changer for conversion rates - removing friction by letting guests book without ever leaving the platform.

One less click in the booking journey can dramatically impact conversions and revenues.

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3. TikTok's Uncertain Future

Is the 6th time the charm for the TikTok ban?

While we're exploring content on TikTok, Instagram remains our focus with followers who are much more likely to convert to guests than those on TikTok.

The potential ban is something to watch, but we wouldn't bet against TikTok surviving... again.

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4. Wellness Resorts Hit Their Stride

The wellness travel wave isn't slowing down–projected to reach 872 billion trips by 2027.​

But rather than traditional spa retreats, we think we'll see more properties blend unique designs with wellness offerings:

✔️ Landscape-integrated recovery spaces

✔️ Inspiring workout facilities with amazing views

✔️ Meditation decks tucked into nature

✔️ Spa experiences that lean into aesthetics and go beyond the typical massage menu

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5. Legacy Brands Enter Experiential Hospitality

Marriott's acquisition of Postcard Cabins is just the beginning.

We'll likely see more big players looking to acquire or develop experiential hospitality properties.

But here's the challenge–can they maintain the authenticity and uniqueness that made these brands special?

Legacy hospitality brands are built for consistency and reliability. Adapting to an industry where guests crave unique experiences and personal touches will be a new challenge for the big brands.

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6. Smaller Operators Looking at "What's Next"

Many single-property operators that emerged during the post-COVID outdoor hospitality boom are starting to think bigger.

Successful one-location operators are planning to expand their brands to new locations. Some industry consolidation is likely with smaller players considering mergers and acquisitions.

This could reshape the competitive landscape as these properties look to scale while maintaining their unique appeal.

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7. Post-Election Travel Boom

Election years bring uncertainty, both in travel demand and real estate development funding.

As we move past 2024, we could see improved consumer confidence leading to:

✔️ Increased travel demand

✔️ More accessible debt/equity options for new projects

✔️ Renewed interest in hospitality real estate development

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8. Continued Stabilization From The COVID-Era

ADRs and revenues in outdoor hospitality and destination resorts continue to normalize after the unprecedented COVID surge.

Urban hotels, hit hardest during the pandemic, will likely see stronger year-over-year gains compared to outdoor hospitality as urban travel continues its comeback.

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9. Urban Experiential Hospitality's Moment

While experiential hospitality has focused on outdoor locations, there's massive potential in urban markets.

Creative operators will bring unique experiences beyond the typical "spa + wellness" additions to urban properties.

The urban landscape is ready for disruption–it just needs the right operators to crack the code.

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10. The Fate of "Cookie-Cutter" Glamping

The market is filled with undifferentiated glamping projects, with even more in the pipeline.

These "off-the-shelf" properties might face a harsh reality: Modern travelers crave genuine uniqueness, one-of-one designs and personalized experiences.

Developers aiming for a quick return, cash-grab by churning out commodity glamping products are in for a rude awakening. As experiential and outdoor hospitality continues to mature, guests are becoming more discerning. One-of-one experiences will win as the market gets increasingly crowded.

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2025 could be a pivotal year for hospitality.

The winners will likely be those who can adapt to changing guest preferences while maintaining authenticity in their offerings.

Whether you're a boutique operator or a legacy brand, focusing on genuine experiences and catering to the modern traveler will be key to success in the coming year.