Whether you're a local business owner, a hotelier, or just someone who loves to stay ahead of the
curve, this post is for you. Let's explore what's hot in Chicago's hospitality scene in 2024!
1. Sustainability Takes Center Stage
First up, sustainability is no longer just a buzzword – it's a necessity. Chicago's hotels and restaurants are getting greener, with initiatives ranging from zero-waste kitchens to eco-friendly building materials. Guests are increasingly eco-conscious, and they're choosing businesses that reflect their values. Think composting programs, energy-efficient appliances, and locally sourced ingredients. It’s all about reducing the carbon footprint and enhancing the guest experience simultaneously.
Examples:
Necessary & Sufficient Coffee: uses local, fresh, whole, and organic ingredients and is committed to sustainability - nearly everything they serve is compostable.
Hotel Felix: Chicago’s first hotel to receive Silver LEED certification, this hotel continues eco-friendly practices like water waste reduction, low energy use lighting, and recycling programs.
Fairmont Chicago Millennium Park Hotel - features a comprehensive hotel-wide recycling program, complies with LEED waterflow and paper product standards, and state of the art HVAC and lighting systems to reduce energy consumption.
Uncommon Ground & Greenstar Organic Brewing: This trailblazing restaurant group has been recognized as having the greenest restaurant in America, and continues to lead the way with a certified organic rooftop farm, regional and organic food purchasing, solar thermal panels for heat, and more.
2. Tech-Driven Experiences
Technology continues to revolutionize the hospitality industry. In 2024, we're seeing a surge in tech-driven guest experiences. From AI-powered chatbot services to smart room controls, technology is enhancing convenience and personalization. Mobile check-ins and digital room keys are becoming the norm, allowing guests to bypass the front desk entirely. And let’s not forget about virtual reality tours, which are helping guests experience properties before they even book!
Examples:
Choose Chicago: Offers a chatbot named “The Bean,” after the iconic Cloud Gate sculpture in Millennium Park. It’s a virtual guide to Chicago that gives visitors advice on things to do in Chicago.
InterContinental Chicago Magnificent Mile: Uses virtual reality tours on their website, allowing potential guests to explore the property’s event space before booking.
Virgin Hotels Chicago: Offers a mobile app called Lucy, which allows guests to control room temperature and light settings, order room service, and check in and out via their smartphones.
Flyover Chicago: This red-hot, immersive flying experience at Navy Pier used cutting-edge drone technology to capture unique and exciting views of Chicago. It leverages state-of-the-art audio technology, allowing each guest to hear sound localized to their seat and the angle from which they view the screen.
3. Wellness Tourism on the Rise
Post-pandemic, wellness tourism has exploded. Visitors to Chicago are seeking more than just a place to stay – they want wellness experiences that rejuvenate the body and mind. Hotels are responding by offering yoga sessions, spa treatments, and even mindfulness workshops. Rooftop gardens, meditation rooms, and healthy dining options are becoming popular. It's all about creating a holistic experience that promotes well-being.
Examples:
The Langham, Chicago: Offers a comprehensive wellness program, including Chuan Spa, which provides services ranging from traditional spa treatments to acupuncture and detox.
Hotel Lincoln: Features a rooftop yoga program to complement its 24-hour fitness center.
True Food Kitchen: A Phoenix-based chain that focuses on serving healthy, anti-inflammatory meals that cater to wellness-focused diners.
Beatrix: A Chicago-based restaurant from Lettuce Entertain You that serves comfort food with a healthy twist. The menu features seasonal ingredients and fresh flavors and includes gluten-free, vegetarian, and vegan options.
4. Local Culture and Authenticity
Travelers today crave authentic, local experiences. In Chicago, this means embracing the city’s rich cultural tapestry. Hotels and restaurants are showcasing local art, music, and cuisine to give guests a true taste of the city. Collaborations with local artists, chefs, and musicians are on the rise, creating unique and memorable experiences. Whether it's a pop-up event featuring a local chef or an art exhibit in the hotel lobby, authenticity is key.
Examples:
Chicago Brewhouse - Located on the Riverwalk, this restaurant was built to celebrate Chicago’s craft breweries and neighborhood food. You can try a variety of brews ranging from Moor’s brewing to my personal favorite Revolution Anti-Hero. Food options range from the Chicago Italian Beef (obviously) to the Argyle Ave Beef Bánh Mì.
Chicago Athletic Association Hotel: Hosts events like local art exhibits and cultural performances, embracing the city’s cultural heritage.
Skydeck Chicago: Known for “The Ledge” - the glass floor balconies situated 103 stories above the city, Skydeck added a museum that celebrates authentic Chicago experiences. Visitors can get a photo on a 9-foot-long Chicago-style hotdog, pose with images of Chicago superstars Michael Jordan and Oprah Winfrey, or interact with city landmarks like the Wrigley Field marquee.
5. Targeted Marketing Approaches
Targeted marketing approaches are becoming increasingly essential for businesses aiming to reach the right audience effectively. By leveraging data analytics and AI, companies can tailor their marketing strategies to meet individual preferences, leading to more effective promotions and customer engagement. This trend is evident across hotels, restaurants, and attractions, which are using digital marketing tactics like programmatic advertising, geofencing, retargeting, lookalike audiences, and specialty segmentation (ex: people planning a trip to Chicago) to reach their desired audience. Social media and influencer partnerships further enhance these efforts, allowing businesses to connect with their audience on a deeper level.
Another hot tactic for digital marketing is using AI tools to analyze a customer’s traffic data to find out who their customers are, where they are coming from, and where they are going to when they leave a business. This tactic has been extremely successful for our clients at Ateema Digital and has led to greater ROI, and more cost-efficient campaigns. We have over 40 clients currently using our Ateema Digital services. Here are a few more examples.
Examples (courtesy of Carol Fox & Associates):
Big Bus Tours - This summer, local social media influencers were invited to experience Big Bus Tours' new "Sunset Live Tour", a 90-minute live-guided tour that has breathtaking views and memorable photo opportunities as the sun sets on the Windy City. The creators experienced a panoramic tour of some of the city's most scenic landmarks, neighborhoods, and skylines that they then shared on their social channels highlighting their experience for their followers.
Blue Man Group – Social Media Influencers are regularly invited to attend performances and special events. Influencers attending are provided with brand guidelines and suggestions, which result in social media content tailored to the influencer's audience. “Influencer Nights” are held regularly, providing extra opportunities for the influencers to engage with the Blue Men post-show.
007 Science: Inventing the World of James Bond | Griffin Museum of Science and Industry: CF&A created an unboxing experience for select content creators, designing both the box and the merchandise to enhance the summer influencer campaign. Influencers received tailored talking points to showcase unique museum features and promotions to their audiences before each visit. They also organized a steady stream of influencers to visit the exhibit, ensuring a continuous flow of in-feed and story content to keep the 007 Science exhibit prominent in public awareness.
Conclusion
So, there you have it – the top trends shaping Chicago's hospitality industry right now. Sustainability, technology, wellness, local culture, and ultra-targeted marketing are at the forefront. The team here at Ateema Media & Marketing is thrilled to see these trends and innovations unfold, but we’re certainly not surprised. If we learned anything during the pandemic, it is that our industry is extremely creative. That’s one of the main reasons Chicago is a world-class destination!
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