Marc Wachsberger, CEO of The Capital Hotels, Apartments and Resorts, believes exciting times lie ahead for the hospitality industry, and the untapped potential in Africa presents a canvas for new investments, expansion, and the establishment of luxury resorts.
He also says innovative ideas are promising to redefine guest experiences and to elevate operational efficiency. And 2024 is going to be the year it happens.
“Ground-breaking new technologies such as artificial intelligence (AI) and alternative energy are helping reshape how guests interact with hotels, and 2024 will be the year these ideas kick into overdrive. Wellness is also set to have a strong impact on how hotels operate as guests look to the industry to provide sanctuary from an overstimulating world,” says the group. Wachsberger identifies four trends likely to play a powerful role in the direction the hospitality industry takes over the next few years.
Green revolution
Sustainability took centre stage during 2023 and for South Africans at least, thinking about sustainability was unintentionally bolstered by loadshedding. Wachsberger says: “The silver lining to all these rolling blackouts is that it helped fast-track a lot our renewable energy efforts and pushed us to become more self-sufficient.”
The group says it has made significant investments in solar energy and this year will put R10 million towards renewable energy. It’s well on its way to having 80% of its properties powered by the sun. As more of the industry follows suit it will not only reduce the total carbon footprint of the sector but will also cut down on operational costs.
AI centre-stage
AI is no longer a distant dream – from smart room services to personalised recommendations, seamless check-ins, heightened safety measures and more, AI will transform the way hotels interact with their guests.
“The future of hospitality lies in the hands of AI, but it won’t be a case of robots taking over everyone’s jobs. AI is going to make the industry smarter and more responsive. Those of us who jump on the bandwagon sooner rather than later will reap big rewards,” says Wachsberger.
The Africa opportunity
With a burgeoning middle class and growing interest from travellers, Africa is set to become a land of opportunity, says Wachsberger.
“Large parts of the continent are shaking off negative stereotypes and showing the world what we have to offer. What’s more, 60% of Africa’s population is under the age of 25 meaning there is significant scope for us to benefit from the continent’s demographic dividend. As global travel patterns evolve, Africa should emerge as an important proving ground for those willing to do business on the world’s youngest continent.”
Wellness in hospitality
Guests now seek holistic experiences says the group. Wellness will continue to take precedence in 2024 as hospitality moves beyond mere accommodation. The demand for wellness amenities, from in-room fitness equipment to spa services and meditation rooms is on the rise. Hotels that prioritise the wellbeing of their guests are positioned to thrive in the evolving landscape. Embracing wellness trends attracts health-conscious travellers and also sets the stage for their unique and memorable stay.
“What we know for certain is that 2024 will be a year like no other,” says Wachsberger.
