Last year was the year of meetings roaring back following a tough stretch from 2020-2022. Despite the setback in group business—or maybe because of it--many resorts took advantage of the lull to improve their properties and prepare for the return of in-person experiences. Now, face-to-face interaction feels perhaps more valued than ever going into 2024.
According to preliminary Q4 2023 Planner Pulse survey results from American Hotel & Lodging Association (AHLA)’s platinum partner Encore , cited in AHLA’s 2024 State of the Industry Report, nearly half of meeting planners are increasing their budgets in 2024. “Additional research shows that there’s more interest in the individual, societal, organizational and cultural impact of events,” the report stated. “Human connection and cultivating a sense of belonging remain top values.”
Luxury resorts in particular are making great strides in adjusting their amenities to cater to meeting, event and incentive attendees. From tailoring on-property activities to F&B customization and wellness innovation, here are three trends to watch in the luxury resort segment in 2024.
Experiential Activities
Whether it’s a high-end incentive program or a corporate retreat, building in activities that give attendees an authentic sense of place is arguably more important than ever. Luxury resorts are tasked with the unique challenge of curating these experiences and bringing a variety of options to groups at the resort.
“The days of laying out by the pool all day are gone,” said Jean Schulte, director of sales for Waldorf Astoria Monarch Beach Resort & Club in Dana Point, California. “Instead, we’re going on a tide pool beach walk with a conservationist.”
In response to the increasing demand from planners for these experiences, the AAA Five-Diamond property developed a “Group Activity Menu,” partnering with local artisans, non-profits, recreation companies and in-house spa and culinary leaders to offer a lineup of maker’s workshops, wellness classes, culinary demos and giveback activities.
“These are designed as an extension of our resort team and offer DMCs and individual clients a turnkey resource for activities that are authentic to Dana Point,” Schulte said. “It’s not just about making memories, but curating travel experiences that leave a lasting impact on our soul.”
Stacy Small is the founder of The Elite Travel Club, an independent affiliate of Gifted Travel Network—a Virtuoso Member, and has worked in the luxury travel segment for decades, starting as a magazine journalist and transitioning to the planner side. Now, she curates personal and business trips for high-end clients.
Small found herself on the other side of the planning business in January, though, attending a weekend incentive trip as one of 60 Rosewood Elite’s top clients, and experienced first-hand the value of activity customization at Kona Village, A Rosewood Resort on the Island of Hawaiʻi.
“They offered us five options for a three-hour period on Sunday,” she explained. “There was a wellness hike and sunbath, you could see the island by helicopter, but what appealed to me was meeting with a local artist and coffeemaker at the resort.
“The coffee experience went over really well for someone like me who didn’t want to go off property—don’t make me sit on a bus for an hour,” Small continued. “Now, I can send my clients to that maker or send them to the studio that does the pottery and art.”
Pairing with local makers and finding a way to support the community is a major trend she is noticing.
Luxury brand Rosewood Hotels & Resorts even has a “Sense of Place” philosophy, committing each of its properties to immerse guests in the destination by supporting local communities and connecting with local cultures through experiences.
“The willingness to customize these experiences goes a long way,” Small said.
[Related: 8 New Hotels Transforming Meetings and Events in 2024]
F&B Customization
The food and beverage experience at luxe properties has always been important, but shifts in how these culinary experiences are crafted are significant, moving more toward fine dining that is a reflection of local ingredients, is inclusive and is customizable based on client preferences.
The Four Seasons brand has leaned into this trend. Its portfolio of 128 resorts and hotels in 47 countries around the world now boasts the most Michelin stars of any luxury hospitality brand. With its select chef partners, the brand has debuted more than 600 original-concept outlets to date, with the aim to reflect the flair and character of each unique locale.
Small echoed the Four Seasons’ excellence in F&B and customization. A client of hers was planning a small seven-day trip to Four Seasons Tamarindo in Mexico with 12 people, and Culinary Director Nicolas Piatti hopped on a Zoom ahead of the trip to go over custom menu options.
“My client was so happy,” Small said. “Resorts need to be willing to listen to their guests and the meeting planner about their F&B.”
Being more health conscious and mindful of attendee food allergies and diets is also of growing importance. Small herself is gluten-free and alcohol-free, and felt the experience at Kona Villages was a very inclusive one in terms of her dining experience.
“There was never a time when I was uncomfortable,” she said. “There were no wine glasses at my seat and my bread looked different; I knew it was gluten-free. That was very nice.”
Zero-proof cocktails are more than a trend—they are often expected at resorts. Mixologists are now offering craft mocktails that go beyond pop, juice and other “boring” N/A options. The AAA Four-Diamond Lake Nona Wave Hotel in Orlando has a zero-proof cocktail menu, ette Hotel, a luxury boutique hotel also in Orlando, only serves mocktails at its dining outlet Salt & Cellar, and many more properties across the country are leaning into the trend. Hilton’s 2024 Trends report even cited travelers avoiding alcohol to get better quality sleep, and the company is implementing a “free-spirited” beverage program at its Tempo lifestyle brand.
And don’t forget about the behaviors of younger generations—the wow factor is often in the “Instagram worthiness” of plates and will make your meeting and event that much more memorable to this demographic.
“Throughout Lake Nona, and especially at Wave Hotel, we have so many ‘Instagramable’ moments that our guests love to capture and share,” said James Tattersall, area director of sales and marketing at Lake Nona Hotels. “When creating a dish or cocktail, the expectation isn’t just that it tastes great—it has to look good on the ’gram!”
[Related: How to Slim Down Your Meetings and Events Food and Beverage Spend]
Wellness Beyond the Spa
Wellness in the form of movement is also trending at luxury properties, with attendees craving activities that go beyond the traditional spa and yoga menus. Lake Nona Wave Hotel has made wellness an integral part of its brand, and groups are choosing the property for this commitment and its wide array of activities.
The Reset Retreat, hosted by Jamie Hess of NYCfitfam and founder of The Big Ask Method, is one such example. Hess collaborated with Dr. Don Wood, bringing together an exclusive group of 30 influencers, guests and practitioners for a weekend at the property. The curated program featured diverse activities offered by Lake Nona’s wellness experts and partners, including invigorating workouts, soul-nurturing meditations, inspiring keynotes, hyper-personalized clinical work and life coaching.
Similarly, Techonomy, after 11 years of calling Silicon Valley home, moved to Lake Nona to explore the risks and rewards of the AI revolution. The conference referred to itself as a “retreat” despite its hyper focus on technology and business, and incorporated wellness activities through its program. Some of these included multiple workouts with Joe De Sena, founder and CEO, Spartan (spin, sunrise yoga, etc.) at the Lake Nona Performance Club, the region’s most advanced fitness center, and a tennis clinic with champion Lindsey Davenport at Lake Nona’s USTA facilities, a pickleball tournament and more.
Pickleball is certainly taking the hotel business by storm. JW Marriott Phoenix Desert Ridge Resort & Spa has 17 professionally surfaced pickleball courts now, for example, and also invests in full-time, certified instructors to aid groups with lessons and pickleball tournaments in their programs.
Waldorf Astoria Monarch Beach has a menu of group wellness activities to choose from as well, some leveraging its prime location on 175 acres atop a 150-foot seaside bluff, including beach trail hikes, spin classes with a view, seaside stretching, mindful meditation and more.
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