By Fred Bean
The world of work has evolved dramatically in recent years, with the rise of digital nomads who have the freedom to work remotely while travelling the globe. A report from MBO Partners found nearly 17 million Americans identified as digital nomads, more than double the number from 2019, and they work in a variety of industries. Globally the number of digital nomads, currently stands at more than 35 million (according to a report by Statista). Countries and governments are helping this trend with more than 50 offering digital-nomad visas because these group of people are valuable, spending more money than short-stay tourists.
This new generation of professionals is also shaping the way hotels and other accommodations are adapting to meet their needs. So how can hotels appeal to digital nomads and generate increased revenue by leveraging communal spaces, amenities, and event spaces through alternative distribution channels?
Re-imagining Communal Spaces
As the demand for remote workspaces increases, hotels can capitalize on this trend by transforming their communal spaces into co-working areas. By investing in comfortable seating, high-speed Wi-Fi, and ample power outlets, hotels can create environments that cater to digital nomads who require dedicated spaces to work productively. This approach not only attracts digital nomads to stay at the hotel but also encourages them to spend more time on the property, which can lead to increased revenue from food and beverage sales.
Monetizing Existing Offerings
Digital nomads often require access to professional facilities, such as meeting rooms, event spaces, and business centres. Hotels can monetize these spaces by offering them as bookable assets through alternative distribution channels such as eVenues and Daycation. This enables hotels to tap into a new revenue stream by reaching digital nomads who may not be staying at the hotel but are in the area and seeking professional facilities. Offering flexible packages and pricing models will also make these spaces more appealing to digital nomads who may require them for short periods or on an ad-hoc basis.
Collaboration is Key
To further appeal to digital nomads, hotels can collaborate with local co-working spaces, networking groups, and businesses to offer discounts, special events, and other exclusive perks. By fostering a sense of community and providing access to resources, hotels can create an environment that digital nomads will want to return to. In addition, these partnerships can help to drive foot traffic to the hotel, leading to increased revenue from non-guests who use hotel amenities or attend events on-site.
Marketing the Hotel as a Digital-Nomad Hub
To effectively attract digital nomads, hotels must ensure their marketing efforts highlight the available amenities and co-working spaces. By promoting the hotel as a digital-nomad hub and showcasing the unique benefits it offers to this demographic, hotels can establish themselves as the go-to accommodation choice for remote workers. Utilizing social media and targeted online advertising, along with creating content relevant to digital nomads, will help hotels reach this audience and ultimately drive bookings.
According to recent statistics, this group of people contributes a global economic value of $787 billion per year. The rise of digital nomads presents a unique opportunity for hotels to capitalize on this growing market segment. By re-imagining communal spaces, monetizing hotel amenities and event spaces, collaborating with local businesses, and effectively marketing to this demographic, hotels can attract digital nomads and generate increased revenue. By staying ahead of the curve and adapting to the needs of this emerging group of travellers, hotels can maximize their long-term success in an ever-evolving industry.