Beyond the lobby: Today’s travellers crave emotional connections

Victoria Sertic’s calendar is a rollercoaster – in the best possible way.

Senior vice president of brand, marketing and loyalty across Accor Hotel’s Premium, Midscale and Economy divisions in the Middle East, Africa, Asia and the Pacific, Sertic says every day brings something new.

“One minute I’m reviewing data from a campaign in Singapore, the next I’m discussing brand strategy in New Zealand. It’s never boring.

“I’m lucky to work in one of the most exciting regions in the world, where there’s so much energy, growth and potential.”

Staying sharp

But with that comes the need to stay sharp and adaptable – the world of marketing moves fast, she adds.

Emotional intelligence is her secret sauce: “It’s not just about brand strategy – it’s about people, passion and knowing when to switch gears.”

This has become even more important over the last decade as what travellers want from the hospitality sector has changed.

Rise of digital

Prior to the Covid-19 pandemic, the industry had seen a shift towards experience-led travel, an increase in digital and mobile bookings and growing interest in sustainability and wellness, says Kerry Healy, chief commercial officer for Accor’s Premium, Midscale and Economy Division in the Middle East, Africa, Asia and the Pacific.

The use of digital has continued to rise: the Accor app and ALL loyalty programme allows the brand to collect customer insights and preferences in real time.

And it pays off: guests who book through the app spend up to three times more than those from other channels and are 25% more likely to return to an Accor hotel.

Accor also employs what Sertic describes as a full-funnel, full-force media mix, showing up everywhere: social, out of home, CRM and on the app, aiming to stay top of mind even when no one’s actively shopping for travel.

When it comes to technology, the real challenge is staying ahead of the curve, using it to enhance customer experience while not replacing the human connection guests seek, says Healy.

Blurred travel lines

Post-pandemic, the above trends have deepened, with travellers becoming more conscious of and driven by values, seeking flexibility, connection and purpose from their trips.

The blurred lines between travel and lifestyle – remote work and ‘bleisure’ trips – have opened up new opportunities, commercial models and guest expectations that the industry is still adapting to, adds Healy.

What remains is that guests aren’t just choosing hotels for amenities – they are looking for reassurance, safety, and genuine care. Brand trust has become everything, explains Sertic.

Healy adds, “Today’s travellers are increasingly looking for something that goes beyond a comfortable bed or a beautiful lobby. They want a sense of connection, not just to the brand, but to the local community they’re visiting.”

Loyalty evolution

As a result, loyalty programmes have also evolved to continue to meet customers – no longer about earning points, instead it’s about provising the emotional engagement customers crave.

“In hospitality, brand loyalty starts and ends with how we make people feel – both our guests and our teams. It’s about consistency, recognition and delivering on our promises in a way that feels human and personal,” says Healy.

“Loyalty isn’t just a program – it’s an experience, one that must be lived in every stay, every interaction.”

As brand marketers, the focus is on creating spaces, moments and campaigns and messaging that inspire connection, not just consumption, adds Sertic.

Both Sertic and Healy are committed to creating purposeful growth and looking ahead to 2025. The goal remains to continue engaging authentically with their guest across the globe.