Having a fitness center or meditation room is now “table stakes,” according to Adam Gollance, president of Modus Hotels, a developer and operator of lifestyle hotels. The next generation of wellness, he says, will feature sleep wellness, sleep therapy, enhanced excursions, etc. What the company hears most from travel managers, he says, concerns sustainability – EV chargers, green products and sustainable practices.

The proliferation of boutique/lifestyle hotels showcases that there has been a fundamental shift in what guests are looking for, says Gollance. There will always be travelers chasing loyalty points, but another type of traveler is looking for unique experiences, he says, a trend that’s also reflected within the big brands, as “soft brands” like Marriott’s Autograph and Canopy by Hilton dominate the pipelines of those operators.