After navigating significant challenges from the COVID-19 pandemic that restricted the mobility of the entire world, the global travel and hospitality industry is gradually recovering. Global travel spending is expected to reach $8.6 trillion in 2024 and contribute at least 9 percent to global GDP.

Sri Lanka as a nation heavily reliant on tourism therefore stands at a pivotal moment to capitalize on this global rebound. With domestic and international travel projected to grow, the island’s hospitality sector too must stay ahead by adopting key global trends to attract and engage modern travelers.

Therefore, it would be beneficial to explore the key hospitality trends (outlined by the SIS Institute) of the global tourism industry in 2024 and understand how Sri Lanka can leverage these trends to elevate its own tourism sector.

Trend 1 - Contactless technology integration

Coming out of a 2-year global health pandemic, it would be natural to assume travelers demand more seamless and safer experiences. Accordingly, the integration of contactless technology has emerged as a major trend in 2024. Sri Lanka, being recognized for its IT workforce by leading technology corporations can greatly benefit by embracing this trend to cater the demanded guest experiences through digital solutions.

A prime example would be developing systems to Implementing digital check-ins and check-outs in Sri Lanka’s hotels and resorts. This will also help reduce wait times, streamline processes and provide a contactless alternative to traditional check-in methods. Another avenue is integrating Smart Technology that allows guests to control their room environment with the touch of a button. Sri Lanka’s high-end resorts can adopt these innovations to offer personalized hassle-free stays.

Another major avenue is digital financing. By adopting cashless payments and QR code-based menus local businesses can offer a more streamlined, secure and eco-friendly dining experience.

Trend 2 - Sustainability tourism

Sustainability is no longer a buzzword but a critical element in the entire commercial world. In hospitality, eco-conscious travelers are now increasingly looking for environmentally responsible destinations. In 2024, sustainable practices are projected to drive a big force for the global tourism industry and Sri Lanka’s hospitality sector can leverage this well.

A good start would begin with waste reduction strategies such as recycling programs and sourcing local, seasonal ingredients. Sri Lankan hotels can start promoting or prioritizing local farmers and producers in an effort to support the economy while ensuring fresher and more sustainable meals. Visitors to Sri Lanka can enjoy authentic culinary experiences that would showcase the island’s rich agricultural heritage while promoting responsible tourism. Obtaining and promoting green certifications is another way for Sri Lanka’s hospitality sector to attract eco-conscious travelers. These certifications serve as a proof of approval that will notify guests, that the establishment is committed to sustainable practices. Whether through energy conservation, waste reduction or community-based tourism showcasing eco-friendly efforts will be key to competing in a market where environmental awareness is growing.

Trend 3 - Rise of experience-driven travel

Today’s travelers, especially the post-pandemic is seeking more than just a new place to see. They want immersive, personalized experiences. In 2024, experience-driven travel is projected to continue to shape the industry and Sri Lanka is well-positioned to capitalize on this trend by offering unique, culturally rich experiences.

As an Asian island, Sri Lanka boasts a rich cultural heritage, ranging from its ancient temples and vibrant festivals to its artisanal crafts and local cuisine. By partnering with local communities, hotels and tour operators can offer guests cultural workshops, guided village tours and interactive experiences that will help tourists connect with the island’s traditions. Sri Lanka’s diverse landscapes offer ample opportunities for adventure and wellness tourism. Properties can blend wellness services like Ayurvedic treatments and yoga retreats with outdoor adventures such as hiking, surfing, or wildlife safaris. For example, hotels in the central highlands now are looking at packages that combine meditation retreats with scenic treks through tea plantations to offer an immersive experience that caters to both body and soul.

Augmented reality (AR) and virtual tours are becoming popular ways to enhance the travel experience. By integrating AR-guided tours, Sri Lankan hotels and tourism operators can offer interactive exploration of heritage sites and natural wonders while making travel more engaging for tech-savvy tourists.

Trend 4 - Health and wellness

Health and wellness are central to travel in 2024 as tourists increasingly seeking destinations prioritize their well-being. Sri Lanka is already known for its wellness offerings and has the capability to further tap into this trend by enhancing its health-focused services and amenities.

Sri Lanka’s deep-rooted Ayurvedic traditions provide a natural foundation for promoting wellness retreats. By offering spa treatments, yoga classes, and mindfulness workshops, hotels and resorts can cater to wellness-focused travelers seeking relaxation and rejuvenation. Introducing tailored wellness packages including detox programs, meditation sessions and nature immersion experiences, will further elevate Sri Lanka’s reputation as a wellness destination. Hotels and restaurants can also consider providing wellness-themed menus that emphasize nutritious, mindful culinary options. With an increasing number of travelers prioritizing health-conscious food choices, Sri Lanka’s hospitality sector can offer menus rich in local, organic and plant-based ingredients that align with wellness values.

Additionally, and more importantly, post-pandemic concerns around hygiene and safety still remains high and travelers are seeking reassurance that their accommodation are aligned to the highest standards. By implementing advanced cleaning and sanitization protocols, Sri Lankan hotels can build trust with guests and create a safe environment for health-conscious visitors.

Trend 5 - Influencer collaborations

In the digital era, influencer marketing has become a powerful tool for promoting destinations. In 2024, influencer collaborations is playing an almost center role in the hospitality industry through its capacity to enhance brand visibility and its wider audience reach.

Sri Lankan hotels, resorts, and tourism operators can form strategic partnerships with influencers who align with their brand values. By choosing influencers with a genuine passion for travel, sustainability or wellness, these collaborations can create authentic content that resonates with global audiences. For example, working with travel influencers who focus on ecofriendly tourism can highlight Sri Lanka’s sustainable accommodations, nature reserves, and cultural heritage.

Influencers also excel at producing engaging content in diverse formats, including vlogs, social media posts and behind-the-scenes videos. By showcasing Sri Lanka’s unique hospitality offerings through the eyes of influencers, hotels can attract new visitors and inspire their followers to explore the island. Whether it’s an influencer sharing a luxurious spa experience in Galle or a wildlife adventure in Yala, these collaborations can bring Sri Lanka’s tourism treasures to life for a global audience. (NZ)