This year’s World Travel Market (WTM) in London was the largest to date, hosting 4,000+ representatives from 184 countries —a true celebration of the industry’s dynamism and continued growth.

As someone deeply connected within the travel and hospitality sector, several key moments and trends stood out to me during my visit.

01 Disconnected systems remain a major challenge

Many hospitality businesses still rely on manual communication due to disconnected systems. This creates inefficiencies, such as marketing teams duplicating guest data at check-in or GMs unable to secure airport transfers due to poor data sharing. While disconnected systems may seem cost-effective, the real costs often lie in labor—costs that are frequently underestimated. Significant time is lost forwarding information and answering questions that could be automated.

Solving this requires integrated platforms that connect systems and automate communication. By addressing these bottlenecks, businesses not only improve scalability but also unlock substantial OPEX reductions in operations, creating room for a more streamlined and efficient workflow. At Hypersolid, we understand how overcoming these challenges can translate into meaningful business impact.

02 Automation is key to unlocking efficiency

Hoteliers are prioritizing automation to bridge communication gaps between teams. Many current systems collect guest data (like anniversaries or allergies) but fail to share it across departments, leading to inefficient manual workflows. Automation ensures the right information reaches the right team at the right time, freeing staff to focus on delivering better guest experiences.

Contrary to what some might think, more technology doesn’t mean more screen time. Instead, it creates more opportunities for meaningful human interaction. By automating repetitive tasks, staff have more time and energy to connect with guests, enhancing the personal touch that sets great hospitality apart. After all, a happy customer is a loyal customer.

03 Cross-selling is expanding beyond traditional products

The industry is moving beyond familiar cross-sell options like insurance or car rentals. New opportunities include eSIM cards, tech rentals (e.g., GoPros), and even financial products. Technology is no longer just a support system—it’s becoming an integral part of the guest experience itself. It’s not only about enhancing existing processes like smoother check-ins or more efficient housekeeping. Technology now enables entirely new experiences, allowing guests to do things they couldn’t before, enhancing and expanding the guest journey.

The future belongs to those who have their Customer Data game on point. With a unified platform that turns knowledge into a seamless digital guest experience, businesses can truly know who wants what, at which stage—and deliver. We've seen it work—and we’re here to help you make it a success for your business.

WTM 2024 made it clear: the future of hospitality lies in smarter tech, personalized guest experiences, and seamless communication. Those who embrace these changes will lead the industry forward.

Interested in making these insights work for you? Let’s connect.