Embracing the Slow Travel Market: A Lucrative Opportunity for Hotels
As remote work gains traction worldwide, the digital nomad and slow travel markets are expanding rapidly. Hotels – large and small – that cater to these professional travelers in terms of amenities and services stand to get the jump on competitors.
There are now upwards of 35 million digital nomads worldwide. And with the digital nomad market alone worth an estimated $787 billion per year globally., it’s high time hotels capitalized on this opportunity.
Growing Demand for Digital Nomad-Friendly Accommodations
The rise of remote work has propelled the growth of digital nomads. The trend isn’t going away: Buffer’s 2022 State of Remote Work survey indicates that 72% of respondents claim their workplace plans for permanent remote work.
Other studies have found that the majority of employees now prefer asynchronous-first communication, allowing for even more flexibility when it comes to working from different time zones.
Also interesting for hotels to note: 41% of remote workers plan to work from multiple locations. It’s another indicator prompting the hospitality industry to rush to adapt to this new breed of ‘road warriors’.
Digital nomads represent a lucrative market for the hospitality industry, as they typically earn between $50,000 and $99,999 annually.
However, these tech-savvy travelers have increasingly high expectations when it comes to where they stay. Achieving the minimum standard now means more than just providing access to a room and WiFi. As amenities and services offered by forward thinking establishments get better and better, the benchmark for what will set your hotel apart from your competition keeps ascending.
Hotels Pioneering the Digital Nomad-Friendly Approach
More examples of hotels and resorts adapting to this post pandemic new world emerge by the day.
Dubai’s AI Furjan hotel targets co-living colleagues, working couples, and individual professionals. Guests can enjoy storage solutions, reading lights, desktops, mini-fridges, and smart TVs. Deluxe rooms feature a lounge area and open-air balconies.
The hotel offers a gym and yoga studio, games room, community kitchenette and laundry room, grab-and-go facility, and a rooftop shisha terrace for relaxation. To entice long-stay digital nomads, an all-inclusive bill covers rent, utilities, WiFi, housekeeping, and security, with meal plan subscriptions available. A shuttle service connects guests to the Al Furjan metro station for easy and quick transportation.
Slow Travel Essentials
Another example of a hotel chain that has successfully pivoted to cater to digital nomads is KING’s Hotels Group in central Munich, Germany. This collection of boutique hotels, apartments, and private homes offers amenities and services tailored to digital nomads and traveling professionals; while also maintaining luxury accommodations for vacationing couples, families, and groups.
KING’s has revamped its amenities and services to better accommodate digital nomads, offering spacious hotel apartments with comfortable workstations, reliable WiFi, and private kitchenettes. The family-owned operation is situated in the heart of the Bavarian capital, in the desirable district of Maxvorstadt.
Creating a Work-Life Balance for Digital Nomads
KING’s Hotel First Class, the company’s flagship property, recently launched Focus Lounge, a co-working café offering workstations, high-speed WiFi, a healthy organic menu, and barista coffees.
The Focus Lounge transforms into a cocktail bar at the end of the day, providing opportunities for networking, socializing, and relaxation. Conference and meeting rooms are also available, with seating for up to eight, making it a popular choice for business or family events.
Also part of the KING’s group are the nearby apartment hotel AdvaStay and premier KING’s Hotel Center which also offer luxury and practical accommodation for either long or short stays.
Meanwhile, in the secluded Semkovo mountain resort in Bulgaria, Coliving Semkovo is a community-owned co-living space targeting digital nomads and remote workers. The former Bulgarian Communist Party retreat from the 1980s, located two hours from the capital Sofia, will be converted into 200 units if all goes to plan.
Evolution of a Community
Following a co-op model, Coliving Semkovo will provide amenities including business and support services, a swimming pool, a restaurant, a bar and cafe, a cinema, private offices, an art space, work and event areas, and a communal kitchen.
Group classes and activities like yoga, Brazilian Jiu-Jitsu, and guided mountain tours will also be offered to enhance the sense of community.
The Ultimate Hotel Experience: Work, Stay, and Play
To create an optimum environment for digital nomads and traveling professionals, focus on three key aspects: work, stay, and play.
- Work: Provide consistently reliable high-speed WiFi, ergonomic workspaces, 24/7 co-working areas, and office services.
- Stay: Offer comfortable rooms with modern amenities, flexible booking options and discounts for extended stays, as well as guest wellbeing features like fitness facilities and healthy meal options.
- Play: Organize networking events and social activities to foster connections, collaborate with local businesses for exclusive experiences and discounts, and provide easy access to nearby attractions, entertainment, and transportation options.
By addressing the work, stay, and play needs of traveling professionals, your hotel will deliver an exceptional experience that keeps guests coming back for more.
Harness Content Marketing to Attract Digital Nomads
The importance of a clearly defined content marketing strategy for hotels targeting the slow travel market cannot be overstated.
As digital nomads rely heavily on online platforms to research and plan their stays, a well-crafted content marketing strategy enables hotels to effectively communicate their unique value proposition, showcase their digital nomad-friendly amenities, and share engaging stories about local experiences.
Fostering trust
By providing informative, relevant, and compelling content, hotels can not only boost their online visibility but also establish trust and credibility with their target audience.
A consistent and targeted content marketing approach helps hotels stand out in a competitive market, allowing them to attract and retain digital nomads, ultimately driving bookings and long-term loyalty.
Catering to Digital Nomads: A Winning Strategy for Hotels
To appeal to digital nomads, hotels should offer amenities and services that enhance their work-life balance.
Equip your hotel with modern workspaces, reliable high-speed WiFi, and flexible booking options for extended stays. Prioritize comfort with spacious rooms, cooking and laundry facilities, and communal areas for networking and relaxation.
Partner with local businesses to provide unique, authentic experiences that showcase your area’s best offerings.
And get the word out with solid content marketing strategies, including a strong social media presence to influence travel choices.
By doing all of the above, any hotel can expand its market reach, boost revenue, and solidify its presence in the evolving hospitality landscape.