MEGATRENDS Part 6/6: The Silver Society

Megatrend Silver Society

No other population group is growing as fast as the 50+ generation. A megatrend that will continue to shape Austria and the rest of the world in the future. This brings us to the last major megatrend of our time:

MEGATRENDS 6: The Silver Society

People between 50 and 70 see themselves in the middle of their lives and want to enjoy the best years to the fullest, as they are now fitter and healthier for longer than ever before. They use retirement to continue working, studying or travelling. They still want to realize their dreams in old age.

The silver society is considered to be demanding, consumer and innovation-friendly, pleasure-oriented, extremely active and open to new things. The over-50s can afford things for which they previously had neither the time nor the money. Better quality can then also cost more.

No topic dominates the needs of the Silver Society more than health. People want to remain active and healthy throughout their lives. After all, maintaining physical fitness is the most important prerequisite for self-determination, self-realization and quality of life in old age. 

The desire for lifelong learning is becoming the norm. The future will therefore be defined by innovative products that keep "Silver Society" fit and mobile, quench their thirst for knowledge and enable them to live a self-determined and comfortable life. This will be achieved, for example, through lifelong learning, active holidays and study trips.

Security plays an important role in this area: society is on constant alert. A connected world offers more opportunities, but also more dangers: Cars can be hacked, identities stolen and privacy violated. New markets are emerging because the need for security is increasing.

Consequence Hotel Industry:

The 50 to 70 age group is increasingly becoming a growth driver for travel and tourism providers. Therefore: Orient offers for older people and at the same time do not isolate them from the "young". The interests are often the same. For example, adventure and cultural trips in combination with medical care, gourmet cuisine, etc.


MEGATRENDS Part 5/6: Mobility and connectivity are the strongest trends of our time


After the megatrend of health and sports, today we are talking about one of the strongest trends of our time:



Completely in the sense of klimaaktiv mobil, the sustainable mobility one of the central topics. For example, a hotel of the future is no longer conceivable without electronic charging infrastructure. Car sharing, autonomous driving and drone logistics will further increase independence of time and place. As luxury will no longer be equated with ownership in the future, car sharing will gain more importance, i.e. "use instead of own!" Providers also have a solution ready in the tourism sector. For reasons of stress avoidance and environmental protection, more and more guests no longer want to drive to their holiday destination in their own car. The e-car sharing vehicle is publicly accessible, which means that in addition to the guest, employees can also use the vehicle. Furthermore, the bicycle (eBike) is transformed from a leisure device into a means of transport. It is ecological, cheap and healthy.


Connectivity refers to the new organization of mankind in networks. Without the Internet, a hotel can hardly survive in the future. Consumers have insight as never before into the depth and breadth of the tourist offer, which serves as the basis for many travel decisions. Facebook, price comparison portals and hotel review platforms have led to an upheaval in the industry: 56 percent of guests look at reviews on the platforms before booking. However, the possibilities of the digital age do not only trigger joy among guests and hoteliers alike. With the flood of information, one also gets confused quickly. Therefore, social networks are increasingly taking over the function of opinion formation. 

The boom in smartphone apps is also unbroken. Apps take away the fear of software installation because they are simple and easy to use. Smartphones and in the future especially tablets will spread rapidly. People will simply be used to getting all the information they want in seconds, whether it's information about the quality of service at a hotel or general information about the wine selection at a restaurant. The mobile internet is all about communication, information, real time and games.

In the hotel business:

  • E-charging station
  • Car-sharing
  • make the travel (all) day easier for the guests (e.g. check-in with a tablet PC comfortably in the lounge, current news and activities and seamlessly embedded mini-videos as well as small travel guides on the screen in the room)

Consequence Hotel Industry: 

In the future, hoteliers must clearly position themselves in the real-digital world and also meet their customers online. Digital communication technologies are gaining in importance, but attentiveness is suffering as a result! Integrate the guest into "real" life. Use communication channels via the digital world as well as the "real" and "true" communication channels (offline). 


Hotel reopening after Corona lockdown

We have compiled the most important information for you, which you should not withhold from your guests with regard to the Corona crisis. We have also included a text example of how the information can be formulated:

  1. Inform guests about the time of the hotel reopening


2. welcome holidaymakers/guests warmly


3. explain hygiene measures


4. Offer flexible booking or cancellation conditions


5. offer discounts or vouchers


6. target domestic travellers


First and foremost, it is important to place this information on the website. There, guests and interested parties should always find all information first. Be it via a Corona info page, a link, a pop-up or simply a button. There should also be constant updates on your social media platforms like Facebook and Instagram.

What's your situation? Are your guests sufficiently informed? We will be happy to help you and find the right words for you if you would like to supplement your homepage or social media channels accordingly.


MEGATRENDS Part 4/6: Health and sport are becoming increasingly important

Megatrend health and sport in the hotel industry


People crave offerings that support their HEALTH. It is the most important value for most people, especially in our aging society. But even many younger people no longer leave their health to chance.

The general need for feel-good factors and relaxation from everyday stress still exists on holiday, but no longer only through passive relaxation (e.g. in the sauna area). Rather, it is about a holistic relaxation culture that focuses on improving life skills: physical, but also emotional and mental. The focus shifts from physical to mental health (mindfulness). Offers and therapies that take these aspects into account are very popular (e.g. Ayurveda). The focus here is not on curing diseases, but on maintaining health.


There is an enormous development around the topic of "Medical Wellness", i.e. the hotel as a healing place: a new symbiosis of medicine and tourism, because the offers are neither hospital nor wellness hotel. It includes measures with a health-scientific approach to sustainably improve the quality of life. Establishments that focus on medical wellness must succeed in combining these two concepts and derive something new from them.


As the boundaries between work and leisure are blurring for more and more people, it is not only the classic wellness hotels that can help their guests to rediscover their work-life balance. Business hotels will also not be able to do without suitable regeneration offers in the future. Here, it will not only depend on the suitable hardware, but also on the overall concept of the hotel.


SPORT is also an essential pillar of the hotel industry. Gone are the days when the holiday-seeking tourist lazed on the beach. It is now known that lack of fitness and exercise, as well as stress, are major factors in illness. In 24/7 performance societies, the desire for fitness is more than a simple leisure activity. Today, those who exercise are primarily optimizing themselves to increase their performance for personal and professional success.

In the hotel business:

  • support guests in their health-conscious daily planning beyond massages and other spa offers
  • with appropriately designed hotel rooms or the use of health-promoting building and furnishing materials (e.g. Feng Shui, allergy-friendly materials, etc.).
  • intelligent enjoyment concepts in restaurants (healthy and healing ingredients).
  • Healing Architecture: As a prevention against hectic, stress and unhealthy environmental influences, buildings become a medicine.
  • Detoxing: Targeted selection of foods and care products; avoid harmful, unhealthy substances.
  • Transfer to mental health: mental or digital detoxing.
  • Healthy balance between animal and plant-based diet (flexitarian)
  • Mind-Sport: the conscious and mindful contact with nature, with others or with oneself is in the foreground.
  • New meaning of sport: away from pure self-optimization, towards a comeback of movement itself.
  • Not only offering workout basements, but also attractive sports and training facilities
  • Self-tracking: record & evaluate vital data (promote self-responsibility)

Bottom line:

Sportivity and health is a huge market for the hotel industry, it already has been and is becoming more so as health-conscious people want to be active in health-promoting environments. Sportivity is anchoring itself as a fundamental lifestyle!

Also one of the strongest trends of our time is "mobility and connectivity". But more about that in our next blog post.



MEGATRENDS Part 3/6: The love of country life is trendy

Megatrends in the hotel industry

The counter-trend to urbanization and globalization is the "Landlust". In recent years, it has shed its somewhat outdated image and is attracting young and old to the countryside more than ever! Because the longing of many city dwellers for natural, quiet and stress-free living spaces is growing.


The desire for more space on holiday is growing, because inner cities have an ever-increasing population and building density. People are increasingly looking for places of retreat for deceleration, reflection and inspiration.

Digitalisation leads to a side effect: it brings us into the world of images more than we can bear. "We believe that going back to nature is not just a trend, but reflects a real need in the face of daily information and stimulus overload," says Nicola Lichtenberg, Holler's managing director.


The increasing demand for energy and the resulting global warming are forcing us to "rethink" our personal purchasing decisions. Sustainability is the topic of the future across all industries, which will leave the phase of rhetoric in the next few years, because consumers are increasingly demanding that products and services also honestly comply with the principles of sustainability. So anyone who wants to relax in the future will also want their conscience to be reassured in the process. The consumption of organic products and organic food - but also clothing, furniture and cosmetics - is on the rise. We recognize, preserve and focus on the essentials. Minimalism means conscious and mindful renunciation. And that increases our well-being.

Here are a few more examples of how you can contribute to the topic of ecology or sustainability in the hotel industry, before we look at other megatrends in the next blog:

  • Make supply chains as transparent and as short as possible.
  • Instead of "carefully" disposing of packaging waste, don't produce waste in the first place.
  • Promote credibility through organic seals and certificates.
  • Buy food directly from the producer.
  • Donate leftovers from the breakfast buffet.
  • Offer e-charging stations for e-cars.
  • Plan a natural swimming pond instead of a heated pool.


MEGATRENDS Part 2/6: Keeping an eye on global trends

Globalization Megatrend Hotel Industry

If you want to run a successful business, not just for a few years but for decades, global trends play a very important role. Of course, they only have an impact in the medium and long term, but that's what it's all about!

In today's and our next blogs, we would like to inform you about important global megatrends and what influence they have on the hotel industry. This brings us to the first megatrend:


Globalization and urbanization are one of the megatrends of our time! Our cities are growing, changing their structures and becoming multicultural metropolises that attract more and more people.

Especially in the hotel industry, the trends speak for themselves: Already today, only 50% of travellers come from "the West: Europe and America". From 2035, it will only be 35%. A new global middle class with huge sales markets is emerging. If we always keep the distant future in mind, things become very clear: In 2050, more than 70% of the world's population will live in cities!!! This means that cities will become bigger and denser, but also smarter and greener.

What does this megatrend mean for the hotel industry?

Urbanization, especially in our densely populated western cities, is spatially limited. This results in the desire to use the available space intelligently. Residential and commercial spaces are increasingly merging. Different cultures share living space, which changes the typical character. This gives rise to the urban - and in turn to a new lifestyle, the "urban lifestyle". The size of the hotel room will only play a subordinate role. On the other hand, the quality of the rooms must be constantly improved.

The new travellers free themselves from social constraints; they are individualists and pursue a flexible lifestyle. There is a shift from heteronomy to self-determination. The term "I" is becoming increasingly important. This brings us to the next megatrend, namely individualisation:


Travellers want to experience something special, enjoy and always be where it vibrates. They want to consciously take time for themselves, recognize their own needs and live their own values (mindfulness). Personality development is in the foreground (meditation, yoga). Doing things yourself, i.e. "do it yourself", is a big change in meaning (e.g. gardening, cooking, baking, handicrafts).
"Better instead of more" (e.g. High quality meat, but less. More green spaces in the city instead of more shopping malls) and "being different and novel" can be found in this way of life - so a differentiation from the mainstream.

This is exactly what a hotel must express for the future traveller. Concepts that celebrate and cleverly interpret cultural and social diversity are therefore in demand. The lightness that this creates in the hotel is also felt by the staff, and so they too intuitively pass on this attitude to life to the guests.

The next blog is about another global trend, namely the megatrend "Landlust" and the topic of ecology.


MEGATRENDS Part 1/6: Why invest in hotel marketing?

Hotel of the future

Thanks to the endless possibilities of the online world, there are countless marketing opportunities today. But therein lies the challenge: Which marketing measures should you take for your hotel, bed and breakfast or inn and are they worthwhile?

Increased marketing efforts with current products and services can gain additional market share in existing markets, leading to:

  • Increased bookings/sales
  • enticing away rival customers
  • Better capacity utilisation
  • customer acquisition
    will lead.

Your customers are increasingly resistant to marketing efforts? They tend to label them as irrelevant. This makes it all the more important to address your customers in a target group-specific (or even personal) manner and to deliver on your promises.

How does good marketing work? How should we proceed?

Building the brand / USP
In order to be successful and turn a "simple company" into a brand, you need a suitable concept and a unique selling proposition, i.e. a USP.

Defining the target group
In order to target (or even personalize) your customers, you must first define who your audience is.

Differentiation / courage to change
It is important to create a unique differentiation. Differentiation is possible through excellent quality, having above-average time for customers and employees who pass on the vision of 100% to the customer.

Positioning (SWOT analysis)
The SWOT analysis deals on the one hand with the strengths and weaknesses of your company, and on the other hand with the opportunities and risks of the market. The analysis serves the early detection of changes in the market.

Find niche
Whether you define your niche or your target group, you always try to specialize in a certain customer group. You consciously choose a certain submarket that requires special knowledge and is less attractive for competitors or they do not dare to take such a step.
To reduce the associated risk, we should opt for a multi-niche strategy or simply look for a unique selling proposition (USP).
This USP can be the design, the special service or the convenient location (speaking of location: we can turn the disadvantage into a great advantage...) and expand the core business: for example an eSports room.

In our next blogs, we'll look at global megatrends and how they're affecting the future of the hospitality industry.



Successful family business part 3/3

Ratko Media Agency

After the strategies and the positioning we would like to report on the SWOT analysis and our conclusion in our Part 3:

SWOT analysis
The SWOT analysis is on the one hand about the strengths or weaknesses of the company, on the other hand about the opportunities or threats of the market. The analysis is used for the early detection of changes in the market and is a wonderful method to take stock of your project (or company, concept ... ).

The terms of these 4 categories are sorted in order of importance:

Strengths, weaknesses, risks and opportunities

Internationally represented
Company size
Hotel software
Opening hours
Quality requirements
Transport connection
Room facilities

Transport connection
Customer confidence
Employee motivation
Complaints management
Response options
Seasonal dependence
Awareness level
Personal atmosphere
Family management structure
Opportunities for advancement
Qualified personnel
Known faces
Customer reviews

The method serves to,

  • build on your strengths
  • Minimize your weaknesses
  • to take advantage of your opportunities and
  • Identify threats.


For private hotels it is important to have a clear concept that is marketed in a high quality way. A high degree of hospitality and an exceptional service of the employees are the success concept of the future. Creating unique services, responding individually to guest wishes and creating a consistent level of quality also guarantee success.

The individual hotel industry should also see the brand hotel industry as a competitor, but it can still learn a lot from the strategies and ideas.

The only problem is that many individual hotels do not follow a clear concept and lose so many guests to chain hotels. The internet presence is more important than ever, because the majority of potential guests no longer book by telephone, but rather due to the time saved on the internet.


Successful family business part 2/3

Ratko Media Agency

We have presented the advantages and disadvantages of a private hotel or family business in the first part of our blog post "Successful family business". In the following we would like to talk about strategies and positioning:


1. by intensified marketing efforts with current products and services, additional market shares can be gained in existing markets, thereby generating an increase in bookings, enticing away competitor customers and winning over non-customers. 

2. that the company is moving into a completely foreign territory and leaving its core business.

3. at the Niche processing an attempt is made to specialise as a company in a particular customer group. The company deliberately chooses a certain sub-market that requires special knowledge and is less attractive for larger companies. In order to reduce the associated risk, many companies apply a multi-niche strategy or simply seek a unique selling proposition (USP). This USP can be the design, the special service or the favourable location of a hotel.  

Guests are reacting increasingly resistant to marketing measures. They tend to classify them as irrelevant. This makes it all the more important for hoteliers to address their guests in a target group-specific manner and to clearly fulfill the brand promise.

The hotel guests are more informed by the new technologies, the offers become more transparent. Chain hotels score points with their prices, brand promise and customer loyalty programs. And to make this known, they also have the appropriate marketing budgets.   

Without a corresponding concept and a certain unique selling proposition, the USP (Unique Selling Proposition), it is almost impossible for hotels to be successful in the market. As a company one should not orientate oneself towards the competitors, but create one's own differentiation. Differentiation is possible through quality, time, for example the speed of check-in and check-out, and through price.  

"Positioning is the company's endeavour to design its product range in such a way that it occupies a special and valued place in the consciousness of the target customer, as well as a place that sets it apart from the competition".  

The last blog in the series "Successful family business" will then be about the SWOT analysis and our conclusion.


Successful family business part 1/3

Ratko Photography

Are private hotels or family businesses actually more successful?

Private hotels captivate above all by their individuality. The private hotels are contrasted with branded companies, whose number of hotels has increased sixfold in the last 25 years. In the analysis to determine the strengths and weaknesses, the vision, i.e. the question in which direction the company wants to develop, is the first priority. What is the company's attitude, conviction and philosophy? It serves as a basic orientation for the employees, but the vision should also be made visible to the guests.

The concept that makes a hotel unique is the result of special marketing measures, the selection of the target group, unique selling proposition and a corporate and business strategy. 

Advantages of family-run businesses:

  1. Preservation of the entire profit for the entrepreneur
  2. Sole freedom of decision of the owner
  3. Personal atmosphere 
  4. Flat hierarchies
  5. High flexibility in the deployment of employees 
  6. Fast reaction to guest requests
  7. Direct contact to the guest 
  8. Personal presence of the hotelier 

Disadvantages of family-run businesses:

  1. Full responsibility 
  2. Full liability for the success of the company
  3. Being permanently overloaded
  4. No time for strategic approach due to the predominant daily tasks
  5. Financial aspect can cause difficulties 
  6. risk of indebtedness 
  7. Business management thinking due to lack of knowledge 
  8. Succession plan, children do not want to join the family business
  9. Permanent presence during operation 

In the next blog, we'll tell you more about successful marketing strategies and family business positioning.