Brand awareness and adapting to trends: how to establish a hotel in the international market

According to the World Economic Forum (WEF), the United Arab Emirates, which includes Dubai, ranks 18th out of 119 countries on the Travel & Tourism Development Index, reflecting its strong performance and global competitiveness in the tourism sector.

Dubai, as a major hub within the UAE, plays a key role in this success. In 2024 alone, Dubai welcomed approximately 18.2 million international visitors, making it one of the most visited cities worldwide and highlighting its position as a global tourism hotspot.

Attracting foreign guests is a strategic goal for many hotels because they:

• Are often willing to pay more,

• Contribute to the diversity of the hospitality offering,

• Increase international recognition of the destination.

However, breaking into the international market requires:

• Intensive marketing efforts,
• Adaptation to rapidly changing trends,
• Continuous innovation in services.

Key trends influencing international tourism include:

• Rising demand for wellness services,
• Digital innovation and smart hotels, Eco-friendly practices, and sustainable tourism.

Adapting to these trends presents a significant challenge, especially due to limited financial and human resources.

Challenges of visibility and following trends

Competition in the international market

Challenges of hotel expansion to global markets

The hospitality industry is highly competitive, especially on the international level. Large hotel chains have long dominated the global market, making it difficult for smaller hotels to gain visibility.

A large portion of international clientele books accommodations through global platforms and often chooses well-known hotel chains that offer:

• Consistent service standards,
• Trust and quality reliability,
• Broad presence in key markets.

Small and medium-sized hotels face financial limitations, making it difficult to compete with the massive promotional budgets of global chains and to establish a recognizable brand.

Key challenges when entering the international market

• Regulatory Compliance Navigating different legal and regulatory frameworks is complex and costly. Compliance costs can account for up to 10% of the total investment.
• Cultural Adaptation Adapting to local cultural expectations affects operational expenses, potentially increasing business costs by 5–7%.
• Market Competition Establishing visibility in a foreign market requires robust marketing campaigns, which can represent 15–20% of the initial investment.

While entering the international market is demanding, with the right strategic planning, adaptable services, and innovative marketing approaches, it is possible to increase global presence and become a competitive player in the hospitality industry.

Limited financial and human resources

Challenges of adapting to modern trends and investing in international visibility

Keeping up with modern trends and expanding internationally requires significant financial resources and a well-trained team to ensure top-tier service quality.

Key costs and challenges

• On average, a hotel spends 4% of its annual revenue on IT systems, including digital tools and service management platforms.
• Every upgrade in services, promotions, and digital tools brings additional expenses, which is a major challenge for hotels with limited resources.
• Implementing advanced technologies can increase operational costs by 10–15%.

Staff shortages and impact on competitiveness

• Many hotels lack sufficient human resources, leading to slower responses to market trends and reduced ability to attract guests.
• A shortage of skilled personnel in digital marketing can reduce a hotel’s competitiveness by up to 20%, as a weak online presence significantly limits brand visibility.

How can hotels overcome these challenges?

• Smart investment in technology – selecting solutions that deliver the highest ROI.
• Staff training – investing in digital skills to improve operational efficiency. Focus on digital marketing – increasing visibility and brand recognition on the international stage.

With an effective strategy and technological innovation, hotels can boost their competitiveness and more easily adapt to modern trends and the demands of the global market.

Adapting to rapid changes in tourism trends

Trends in tourism: wellness and digitalization

Tourism is continuously evolving in response to new trends, as guest expectations shift over time.

Growth of wellness tourism

• 2019: Wellness tourism reached $720 billion.
• 2020: Dropped to $436 billion due to the pandemic.
• 2022: Market value expected at $817 billion.
• 2025: Forecasted to grow to $1.3 trillion – the fastest-growing segment of the wellness industry.

Wellness services are becoming a key factor in hotel selection, as guests increasingly seek comprehensive relaxation and health programs.

Digitalization of hotel services

Modern guests expect a seamless digital experience, including:

• Mobile check-in and check-out – avoiding queues at reception,
• The option for digital payments,
• Access to information via mobile apps,
• Smart rooms – control of lighting, temperature, and services through a mobile application.

The impact of data analytics on hotel revenue

Hotels that use data analytics to forecast demand achieve:

• A 5–10% increase in revenue,
• A 15–20% reduction in operational costs.

By investing in digitalization and wellness programs, hotels attract modern guests, enhance the overall stay experience, and optimize both operational costs and revenue streams.

Acquiring and maintaining positive reviews on global platforms

Today’s guests routinely check reviews on platforms such as Booking.com, TripAdvisor, Google, and others before making a reservation.

Guest review behavior is supported by the following statistics:

• 93% believe that online reviews influence their booking decisions,
• 91% trust online reviews as much as personal recommendations,
• 88% place greater trust in highly rated hotels and are more likely to book them,
• 85% read between 6 and 12 reviews before deciding on a hotel.
• (+) Positive reviews are essential for attracting international guests, as 79% of travelers base their trust in a hotel on other users’ opinions.
• (–) Negative reviews can deter potential guests; 77% of travelers will not book a hotel rated below 4 stars on major platforms.

• To gain and maintain high ratings, hotels must: - consistently provide high-quality services and expand their offerings, - resolve complaints promptly, - maintain active presence on digital platforms.
• Raising a TripAdvisor rating by 1 point increases hotel revenue by 11%. For smaller hotels without specialized staff for managing online reputation, this presents a challenge, requiring time, resources, and consistency to remain competitive.

Evolving expectations around sustainability

Eco-friendly operations have become a key trend in the hospitality industry, increasingly valued by guests. They now expect environmentally conscious practices, such as:

• Recycling,
• Reduced water and energy usage,
• Use of local and organic products,
• Waste reduction initiatives.

Incorporating green practices is not just a trend but a long-term commitment that also demands financial investment in energy-efficient solutions and sustainability programs.

A study published in the Journal of Sustainable Tourism reveals that guests are willing to pay up to 5% more for accommodations in hotels that implement eco-friendly practices.

In fact, guests are willing to pay between 4.16% and 5.33% more for stays in hotels with environmental certifications.

The importance of sustainable travel for guests

83% of travelers consider eco-friendly operations essential when choosing accommodations. 61% stated that the pandemic motivated them to travel more sustainably in the future.

However, implementing environmental practices also requires financial investment. Energy-efficient upgrades in hotels involve high initial costs, though they typically pay off within 1 to 5 years, depending on the scale and type of measures implemented.

How to successfully enter the international market and keep up with trends?

Digital presence and targeted promotion

International visibility hinges on a strong digital presence:

• Optimized website: A professionally designed website, tailored for foreign markets and multilingual support, increases booking rates by 25%. It should feature high-quality images, clear service descriptions, and real-time room availability.
• Collaboration with influencers: On average, influencer marketing delivers an 11x higher return on investment compared to traditional digital advertising.
• Building guest trust Hotels that offer multilingual support on their websites report an 18% higher rate of guest satisfaction and loyalty.

Active management of online reviews and reputation

How to improve a hotel’s online reputation?

Positive reviews and a strong online reputation are key to attracting international guests. Encouraging guests to share their experiences on platforms like TripAdvisor, Google, and Booking.com builds trust with new customers and boosts hotel visibility.

Why are online reviews important?

• Positive reviews build trust and attract more guests.
• Regular responses to reviews—especially complaints—show guests that the hotel actively works on improving its services.
• Consistency in service quality is crucial—guests expect a high standard throughout their stay.

Effective tool for monitoring guest feedback

Nevron mobile enables:

• Real-time monitoring of guest feedback,
• Quick service adjustments based on specific requests or issues,
• Optimization of the guest experience, leading to better reviews and stronger guest loyalty.

By actively managing their online reputation, hotels not only increase their visibility and guest trust but also boost revenue and create a positive hospitality experience that encourages repeat visits.

Investing in technology

Nevron Mobile is an advanced hotel application that enables rapid digitalization and alignment with the modern expectations of guests.

The system allows for task automation, providing guests with fast access to essential hotel services while improving operational efficiency for hoteliers.

Features of Nevron Mobile:

• Mobile check-in and check-out – no waiting at the reception desk.
• Room service ordering – quick and easy via the app.
• Direct communication with staff – fast responses to guest requests.
• Guest feedback monitoring – real-time service adjustments.

Benefits for guests

• Independent control of preferences and needs – guests have full control over their experience.
• Easy and fast access to personalized services
• A modern and seamless user experience.
• Less administrative hassle – more time to enjoy the hotel stay.

Benefits for Hoteliers

• Valuable guest preference data collection – enables more tailored services.
• Reduced need for additional staff – lower labor costs, higher efficiency.
• Increased team focus on guest-specific requests – better service personalization. Quick trend adoption and adaptation – a competitive edge in the industry.

Nevron Mobile enables better guest experience management, reduces labor costs, and delivers greater flexibility and responsiveness.

With this system, hotels elevate their service standards, improve guest satisfaction, and create a competitive advantage in the market.

Adapting offerings to seasonal and local specifics

One of the most effective ways to stand out in the international market is to tailor hotel offerings to seasonal and local characteristics.

This includes:

• Organizing local events and cultural festivals,
• Culinary experiences with a focus on regional specialties,
• Sightseeing tours adapted to the season.

These efforts create a unique experience that attracts guests seeking local authenticity.

According to research published in the International Journal of Hospitality Management, hotels that adjusted their services seasonally reported:

• A 12% reduction in operational costs,
• Better resource control,
• Increased employee efficiency.

Benefits of seasonal planning

• More efficient staff management – optimized shift planning based on demand.
• Inventory optimization – less waste and better resource organization.

Year-round guest attraction – greater adaptability to market fluctuations.

Adapting offerings to wellness tourism trends

The wellness and vitality sector has become a key component of the hospitality industry, as guests increasingly seek relaxation and revitalization.

In 2022, the global wellness tourism market was valued at $814.6 billion, with an expected compound annual growth rate (CAGR) of 12.42% between 2023 and 2030.

Which wellness services increase a hotel’s appeal?

Spa treatments and massages

• Basic wellness offerings significantly enhance hotel attractiveness.
• Hotels offering wellness services report 16% higher occupancy rates compared to those without.

Yoga and meditation programs

• Regular yoga and meditation sessions attract guests seeking mental relaxation. Incorporating these programs increases guest satisfaction by 12%.

Healthy nutrition

• Menus featuring healthy and locally sourced ingredients improve the guest experience. 70% of wellness tourists seek destinations that offer nutritious and balanced meals.

Outdoor activities

• Hiking, cycling, and guided nature tours enhance a hotel’s attractiveness.
• 56% of wellness tourists look for destinations with outdoor activity options.

The added value of wellness services

Introducing wellness services does not necessarily require large financial investments. Even basic wellness offerings can significantly improve a hotel’s competitiveness and yield long-term benefits.

Partnering with local wellness providers allows hotels to:

• Lower operational costs,
• Support the local community,
• Offer guests an authentic experience.

Hotels that adapt their offerings to wellness trends not only increase occupancy rates but also build guest loyalty, as travelers return for a comprehensive experience of relaxation and well-being.

Implementing sustainable practices

Incorporating eco-friendly practices into hotel operations is becoming essential for attracting guests who value sustainable accommodations. Hotels that adopt green solutions not only reduce their environmental footprint but also cut costs and appeal to environmentally conscious travelers.

Key eco-friendly practices in hotels

Use of energy-efficient lighting and heating systems

• Switching to LED lighting and energy-efficient heating systems can reduce energy consumption by up to 20%.

Waste reduction and recycling

• Implementing waste reduction and recycling programs can lower the volume of waste sent to landfills by 50%.

Encouraging towel and linen reuse

• Actively involving guests in eco-friendly practices, such as reusing towels, can reduce water and energy usage for laundry by 17%.

Long-term benefits of eco-friendly practices

While investing in sustainable solutions may involve higher upfront costs, in the long run, it:

• Reduces operational expenses, Enhances the hotel’s reputation,
• Attracts environmentally conscious guests who are willing to pay up to 5% more for stays in eco-oriented hotels.

Hotels that invest in sustainable practices are not just following the trend of sustainable tourism, they are creating a competitive advantage that appeals to new generations of travelers.

Conclusion

The future of hospitality belongs to those who dare to invest in innovation, follow trends, adapt their offerings to guest expectations, and go beyond basic services.

By embracing trends such as digitalization, eco-friendly practices, and wellness tourism, hotels can remain competitive and appealing to modern travelers.

Even though the journey may be challenging, it yields long-term benefits - not only financially, but also in terms of reputation and lasting guest trust.

Hospitality is the art of creating experiences, and every hotel that exceeds guest expectations and successfully integrates current trends becomes more than just a place to stay, it becomes a destination.