Company News • 22.11.2019

Mood Media launches hospitality trend book

Four key trends highlighted: immersion, community, customization und convenience

Mood Media, the world’s leading in-store media solutions company dedicated to elevating the Customer Experience, launches its second trend book, exploring the ever-changing nature of customer experience in the hospitality sector looking at global best practices in hotels and restaurants through the lens of four major trends: customisation, immersion, community and convenience.

As the hospitality sector continues to feel the impact of e-commerce, the hotel and restaurant industries have had to quickly adapt and find new ways to elevate the customer experience. Leveraging its global network of experts, Mood Media has chosen to compare the initiatives of major chains as well as independent actors, and both high-end and affordable companies. The result clearly shows how much the customer experience is continually evolving.

Valentina Candeloro, Mood Media's Director of International Marketing, said: "The customer experience is undergoing profound change, and brands are all confronted with the digitalisation of the customer journey and the importance of meeting the needs of hyper-informed consumers who want everything on the spot. We are very happy to share what we found to be the global best practices and examples to follow in this transformation of the customer experience in the hospitality sector, with a focus on hotels and restaurants. Our goal as a global organisation is to be able to consult and inform our clients on the best local and global practices to elevate the customer experience, in every possible sector."

Logo: Mood Media GmbH

Mood Media GmbH

Wandalenweg 30
20097 Hamburg
A white humanoid robot with a screen in the corridor of a hotel...
Source: Mood Media

The transformation of the hotel industry

The hotel industry is experiencing a significant transformation, which is also changing the services provided. The arrival of players like Airbnb has quickly put the industry under pressure to deliver exceptional customer experiences and the democratisation of technologies such as robots, artificial intelligence and tablets has brought hotels into a new era. Hotels are responding agilely to the four main trends of the customer experience identified by Mood Media:

  • Immersion

Immersion is a natural customer experience trend for hotels. It can also mean a "transformational" experience, for example being able to work on oneself, having access to the best culinary experiences, or taking a break from your usual routine with unique, fun experiences. One response to this trend is hotels so embedded in nature that they have no roofs or walls like The Null Stern Hotel in Switzerland, or traveling pop-up lodgings at the foot of the slopes, or even allowing customers to discover their room in virtual reality before the trip.

  • Community

Brands must integrate into the daily lives of their customers and build real communities. While the notion of community is somewhat innate in the hospitality sector, it takes new forms. Customers care about physical experiences, which is turning hotels into a key part of society. In India, for example, the OYO chain has become a true ambassador of Indian culture. Elsewhere hotels are creating spaces open to tourists and locals alike, and many hotels include co-working spaces and even libraries. In Mexico, some hostels even offer a program dedicated to IT developers, with a 12-week training program and corporate coaching, whereas in Australia urban villages are created combining accommodation, workspace, professional networks, training, design and entertainment.

  • Customisation

Whether customisation is the most important trend in hospitality has yet to be decided, however, there are some interesting themes emerging such as: sleep on demand (choice of the type of mattress, blackout blinds, herbal teas, etc.), paying for what you think the hotel was worth and not their set price, or choosing a room according to your mood. Every specific detail can now be chosen by the customer.

  • Convenience

If there is one thing that guests ask for, it’s an easier, quicker and simpler process when they arrive at the hotel, go shopping, or want to eat or leave. Technology allows hotels to streamline back-office functions (some have even automated room cleaning), as well as allowing customers to take control of their hotel experiences through the use of technology. On-demand hotels with easy reservations, robotic concierges, a telephone that serves as a key, connected speakers dedicated to hotel services or an electronic bracelet that replaces wallets and gives access to activities are all good examples of this trend.

A customer taps on a tablet with a menu on it
Source: Mood Media

The reinvention of restaurants

Because of the massive impact of home deliveries, restaurants must reinvent the customer experience even more to give consumers a good reason to go out for dinner and create lasting memories of their meal. Beyond the particularly powerful Instagram effect, which now has a table reservation functionality through Quandoo, restaurants now have technological tools to meet their customers’ demands for speed and simplicity. The examples around the four main restaurant trends are fascinating:

  • Immersion

This involves chefs in the kitchen, but also the decor and, obviously, appealing to all of our senses. Restaurateurs also do not hesitate to mix art and virtual reality, as in the Japanese restaurant Tree By Naked yoyogi park. All the senses are enhanced through a digital scene using robots and virtual reality at Zhen Wei Fang in New York and the dining room tables become places of play at Inamo in London.

  • Community

A restaurant is fundamentally a place of community; indeed we’ve seen retail outlets invest in in-store restaurants to reflect this trend. Numerous initiatives show how the community element can be further strengthened. An experiment conducted in Japan has allowed differently-abled individuals to work in restaurants through the use of robots. A Brazilian restaurant has integrated blockchain to provide transparency on tracking the origin of its meat, and McDonald's launched a test restaurant dedicated to the environment incorporating trees in Chicago. Deliveroo has opened its first physical location in Hong Kong.

  • Convenience

Restaurants are becoming more automated from waiters to chefs, all over the world. For example, in China the XCafé launched by has robots in the dining room as well as the kitchen. In Boston robots serve up healthy and inexpensive meals. Chatbot voice recognition or voice control is also becoming a staple of U.S. drive-throughs. Other examples show how easy dining out has become with augmented reality menus projected on tables, or a speedy service suited for time-restricted travellers in airports, as with the OTG chain.

  • Customisation

Technology has a big role to play here too. This is a trend that exists at different levels; dishes adapted according to taste, personalised menus, weather-related menus, voice-controlled ordering, or completely unique dishes and ingredients. 3D printing is still in early stages but has been used to prepare desserts. Virtual reality is more commonly used to choose your burger customisation and sharing it live in the U.S.

You can download the trend book here.

related articles:

popular articles:

Thumbnail-Photo: Job maker 4.0: e-commerce
27.05.2020   #online trading #e-commerce

Job maker 4.0: e-commerce

Retail training and continuing education programs are booming

Digitization in retail and e-commerce growth present fresh challenges for retail employees and the retail world. That’s why interest in the new "E-Commerce Merchant" dual vocational training course offered by Germany’s HDE ...

Thumbnail-Photo: Smile please!
13.02.2020   #retail #event

Smile please!

iXtenso – the magazine for retailers showcases trade show exhibit and photo booth at EuroShop 2020

Would you like to bring home a memento that preserves great memories of EuroShop? iXtenso makes it possible. Once again, the magazine for retailers is an exhibitor in Düsseldorf and has a special highlight in store for trade fair ...

Thumbnail-Photo: Crowdsourcing campaign to save Modells Sporting Goods and 3300 jobs...
03.03.2020   #digital marketing #brand management

Crowdsourcing campaign to save Modell's Sporting Goods and 3300 jobs

Mitchell Modell offers outside investment opportunities

Modell's Sporting Goods, America's oldest, family-owned and operated retailer of sporting goods, has announced that for the first time in its 130-year history, they are closing more than 15 percent of the stores in its fleet, and offering ...

Thumbnail-Photo: Coronavirus: digital commerce spend to fall by 14 percent in 2020...
28.04.2020   #online trading #e-commerce

Coronavirus: digital commerce spend to fall by 14 percent in 2020

Spend set to recover in 2021 as offline spend moves online

A new study from Juniper Research found that global spending on digital commerce will fall by 14 percent in 2020 as lockdowns and reductions in consumer spend are felt. Spending will fall from $11.2 trillion in 2019 to $9.7 trillion.The new ...

Thumbnail-Photo: Online channel may not be the savior clothing retailers hoped for...
13.04.2020   #online trading #e-commerce

Online channel may not be the savior clothing retailers hoped for

Closing distribution centers for employee safety

Since the UK Government enforced stores to close for the foreseeable future, many non-food retailers hoped that customers would divert spend onto their online channels. However, last week, Next – the UK’s third largest clothing retailer ...

Thumbnail-Photo: The eye is shopping too!
20.02.2020   #brick and mortar retail #decorative lighting

The eye is shopping too!

Visual merchandising and product presentation at EuroShop 2020

For a successful purchase, it sometimes takes more than just a full wallet. Customers want to be addressed in the store - not only by staff, but also visually. We also took a look around EuroShop in terms of visual merchandising and product ...

Thumbnail-Photo: Customer-centered, digital and adaptive
23.03.2020   #brick and mortar retail #digitization

Customer-centered, digital and adaptive

Bonprix’s Fashion Connect Store in Hamburg

In-store shopping via app – the fashion connect store in downtown Hamburg makes it happen. Daniel Füchtenschnieder, chief executive officer of Bonprix retail, is one of the creative minds behind the new retail concept. An interview about ...

Thumbnail-Photo: Now is the time to invest in retail
22.05.2020   #data warehouse management #logistic systems

Now is the time to invest in retail

POS TUNING solutions for the retail industry

The retail sector is particularly affected by the current crisis. The high sales and large customer rushes are countered by staff shortages, sick leave and delivery bottlenecks. In addition to the increased effort required to replenish shelves, it ...

Thumbnail-Photo: A return to core competencies: visual merchandising and customer service...
04.05.2020   #brick and mortar retail #services

A return to core competencies: visual merchandising and customer service

Showrooming with samples in brick-and-mortar retail

Brick-and-mortar stores are facing tremendous pressure: competition, pricing pressure, shifting consumer habits. Is setting up your own online store the answer? Unfortunately, it’s not that simple. ...

Thumbnail-Photo: 26 percent of UK shoppers plan to spend more online after COVID-19...
14.05.2020   #e-commerce #coronavirus

26 percent of UK shoppers plan to spend more online after COVID-19

Retailers without online presence threatened

With over a quarter of shoppers now planning to spend more online after the COVID-19 restrictions are lifted, retailers with a limited (or no) online proposition must consider investment in order to remain competitive, says GlobalData, a leading ...


POS TUNING Udo Voßhenrich GmbH & Co KG
POS TUNING Udo Voßhenrich GmbH & Co KG
Am Zubringer 8
32107 Bad Salzuflen