At World Travel Market London earlier this month, the WTM Global Trends Report, in conjunction with Euromonitor International, released data that indicates more luxury hotels are beginning to finance their properties through crowdsourcing. According to the report, the process typically begins with hoteliers using social media platforms to engage consumers and encourage them to submit their ideas and feedback. In a similar manner, individuals are then sought to crowdfund the hotel during its planning stages, being promised perks such as free hotel nights.

This method of financing a new hotel is primarily suited for luxury boutique hotels, as crowdfunding can be a time-intensive process that relies on consumers developing a firm grasp on an original and unique idea — in other words, crowdfunding isn’t suited for your run-of-the-mill hotel chains that consistently offer the same rooms and amenities regardless of location. However, common brands such as Marriott International have found crowdsourcing is an excellent opportunity to source new design and amenity ideas to implement into existing properties.

“With personalization, a growing aspect of many travel brands, the concept of a hotel ‘created by you, designed by you, funded by you’ is likely to appeal to many consumers. However, crowdsourced hotels will need to be careful to maintain a unique element to their offer otherwise consumers will no longer choose to be involved in either ideas or funding,” said Caroline Bremner, head of travel, Euromonitor International.

The WTM Global Trends Report predicts crowdfunding could also help bring about an entirely new breed of themed hotels, created and funded by groups who share similar interests in certain hobbies, fandoms and more.