“Resortainment” Takes Off
The pandemic shook up the way people live, work, and travel. As the restrictions ease, companies are attempting to recalibrate to the new norm. Trends in the hotel industry reflect the impact COVID-19 has had on its current clientele. Interest in vacation travel has surged, while business travel remains below prepandemic levels.
In response to this shift, many hotels are putting their focus on the leisure traveler. They hope to attract these guests through offers of “resortainment.”
Hotels and resorts are endeavoring to provide enticing experiential offerings to guests. That may be as simple as a rooftop bar and minigolf, to the more ambitious theme park option.
Spain’s Melia Hotels is one such operation looking to grab market share by using entertainment as a magnet. It has partnered with Florida-based Falcon’s Beyond Global to build out attractions like interactive theaters, virtual-reality games, and theme parks at some of its 380 hotels. To this end, the companies will launch two new brands, Falcon Beyond Destinations and Falcon’s Resorts by Melia.
As COVID-19 restrictions wane and life regains some normalcy, companies will attempt to predict consumer behavior. The risk for hotels putting bets on the leisure traveler is that the recent surge in travel may not be sustained once the rush spurred by pent-up demand subsides. Likewise, it may be too early to call long-term trends for business travel.
In the meantime, for vacationers looking to have some fun, it seems there will soon be more appealing options to choose from.
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