Amadeus and InterContinental Hotels Group recently published a new report predicting the future of hospitality. It identifies bespoke guestrooms as a key trend to watch.

The report notes travelers want more options than the typical single, double or twin guestroom, and the option to book a room for just the length of time needed, not necessarily an overnight stay. Bespoke options might also allow travelers to pick certain furnishings that suit their needs, such as workout gear rather than a work space, as well as guestrooms according to view.

The report also predicts, in the future, hotels need to strike the right balance between automated solutions and human assistance. Nearly 70 percent of guests say they prefer to interact with a human for the emotional aspect. Technology enhances these interactions through real-time translation, concierge apps and more.

The future of hotel loyalty programs is also called into question. Successful programs that survive an evolving travel world provide real value, memorable experiences and unique surprises. Personal attention and personalized service are crucial.

“The hospitality industry is on the cusp of a new chapter. Guests are seeking richer individual relationships and seamless experiences with their hospitality providers, and are willing to share more data and insights than ever before,” commented Chris K. Anderson, director, Center for Hospitality Research, Cornell University.

“Modern expectations around travel continue to become more complex and sophisticated, with shifting consumer dynamics and increasingly intelligent technology pushing the boundaries of what is possible,” added George Turner, chief commercial and technology officer, IHG.