The summer travel trend is changing, but one thing remains the same: the more personal and immersive an experience is, guests are more likely to return. In the uncertain economy of today, many travelers book later and stay for shorter periods. They often only stay Thursday through Sunday instead of a full seven-day period. With rising costs and global events weighing on decision-making, guests are opting for quick getaways — and looking for meaningful experiences to make the most of them.
Outdoor adventure is still a big draw despite the uncertainty. According to the Outdoor Industry AssociationAccording to a report by, the outdoor recreational economy of the U.S. is worth $887 Billion annually. CRR HospitalityTourism for outdoor adventure is expected to grow at a rate of 15.3% per annum through 2033.
For hotels to stay competitive, they must go above and beyond the norm. Guests want to feel immersed in the local culture and environment — something they cannot replicate at home. At Motto by Hilton Bentonville In Arkansas, for example, we have seen how curating hyper-local experiences can lead to greater satisfaction among guests.
Experiences are the new amenity
Today’s travelers prioritize destination over décor. The guest room is important, but the experience beyond it will be remembered. Working with local artists, tour operators, and event managers can help you uncover “hidden jewels” in your market.
Ask your employees what they love about the area. You can start by asking your employees. Their insider knowledge can uncover the best trails, museum exhibits, bike routes, or lesser-known eateries — things guests might miss on Google.
Personalization matters. Avoid generic recommendations. Spend time understanding what guests are looking for. The e-Concierge can use a QR code to share the staff’s favorites. These are updated in real-time and reflect local discoveries, seasonal events, and other information.
Partner for Personalization
With the right partner you can create truly customized experiences. We work with a variety of partners at our Arkansas properties. 37 North Expeditions to provide on-demand outdoor experiences — from e-bike rentals to kayaking tours and corporate scavenger hunts. These partnerships are essential to providing flexible, high quality adventures that match your guests’ demographic.
Eco-consciousness also continues to grow in importance. They are searching for destinations that are sustainable and walkable, but not overcrowded. If the stay is more connected to the community or natural surroundings, guests are willing to pay a higher price.
Source: Hilton Motto Bentonville
Source: 37 North Expeditions
Source: 37 North Expeditions
- Get involved “Locally”.
Your team members should all be active in their community. Sales leaders can be ambassadors of local CVBs. GMs can join promotional boards. Offer to let community partners use your lobby for pop-ups and meetings. Social media is a great way to promote nearby restaurants, parks and events.
- Curate and Do Not Just Sell
Help your guests plan their trip. Be a connector and not only a host. A stay at your hotel should open the door to local experiences — not just serve as a place to sleep.
- Think Creatively about Partnerships
Even if your property is not in a traditional resort area, there’s value nearby — whether it is a public art installation, a farmer’s market, or a mom-and-pop coffee shop. Develop relationships with these local businesses to enhance your guests’ experience.
- Start Small to Add Value
Start with a simple inclusion, like a local snack or a hiking guide. Don’t rely on discounts alone, but instead find ways to improve your existing services.
-
Be Ready for Unique Needs
Flexibility is the key. For large events, such as cycling races, you may need to plan ahead for early check-ins or creative storage of bikes. Plan ahead and anticipate these needs. Our Motto by Hilton extended service for bike valet is an extension of the bike storage and services we offer.
Look Ahead
Demand for eco-conscious, hyper-local travel is expected to continue increasing. Properties can get ahead by investing in sustainability — like offering sparkling and still water refill stations or contributing to carbon offset initiatives for outdoor experiences.
The new standard is personalization, authenticity and sustainability. Hotels that embrace these values will be the ones to lead. The hotels that don’t will be left in the dust.
About the Author
Bailie Sonnentag, Director of Sales. Northwest Arkansas for Hospitality America, a leader in third-party development and hotel management. A preferred partner of Hilton & Marriott. Hospitality America has been recognized as the winner of USA Today’s Top Workplaces Awards 2024-2025. Please visit for more information. www.hospitalityamerica.com Hospitality America can be reached on LinkedIn.
Barb Worcester
Owner, President at PRPRO
14409305770
Hospitality America
