As the hospitality industry evolves, so too do the preferences and expectations of travelers. Over the past few years, we’ve seen a significant shift in how people approach travel, and as a hotel general manager, it’s clear that the future lies in offering experiences that blend personalization, intimacy, and flexibility.
One of the most exciting developments is the rise of “Frolleagues” — groups that blend friends and colleagues, mixing business with leisure. The rise of remote work and flexible schedules has blurred the lines between work and play, and travelers now seek an experience that supports both. To meet these needs, Aruba Marriott Resort & Stellaris Casino has adapted to the desires of diverse travelers by offering versatile spaces that seamlessly shift from productive work environments to relaxing spots for unwinding and socializing. One such example is our garden area, featuring cocoon hanging pods, where guests can enjoy a tranquil moment while connecting with others.
Wellness is also a top priority for these groups, with growing requests for activities like yoga, group hikes, and nutrition-focused meals. We recognize the importance of nurturing mental, emotional, and physical well-being, so we offer experiences that promote balance between work and leisure. One example is our Desert Bathing Experience, designed to help guests slow down and immerse themselves in the natural environment. This calming journey through the desert clears the mind while boosting mood and immunity. The curated experience includes a wellness-focused picnic lunch, a transfer to Arikok National Park or Alto Vista Chapel, a yoga mat, and bottled water for the desert session. To elevate the experience, we also include a soothing couple’s massage, ensuring that guests leave feeling refreshed and rejuvenated.
Another key trend we’re seeing is the rise of “Jomo” (the Joy of Missing Out), a shift towards slower, more mindful travel. Today’s travelers are seeking peace, simplicity, and a break from the digital noise. As digital burnout becomes more pronounced, particularly among younger generations, the demand for real-world connections and stress-free experiences is growing. As a hotel, we’re responding by offering programming that help guests unplug and recharge—whether through serene spa experiences, non-water sports activities, or opportunities for deeper personal connections with others.
The landscape of group travel has evolved significantly, changing not only how we plan large room blocks but also how we approach the wedding experience, particularly for destination weddings. We’re seeing a growing trend toward larger destination weddings in 2025, as couples are eager to celebrate with their friends and loved ones after years of avoiding large crowds. These weddings are no longer just about the ceremony; they’re about bringing together a close- knit group to celebrate in a meaningful and personal way.
The shift toward larger, multi-day destination weddings is also reshaping the traditional wedding model. What used to be a one-day event has now evolved into a multi-day celebration, offering guests a chance to engage in a variety of activities, build stronger connections, and make lasting memories together.
Customization and celebratory travel are the threads that tie all these trends together. No two groups or couples are alike, and our role is to craft bespoke experiences that reflect their unique needs. Whether organizing a corporate retreat, a destination wedding, a multigenerational gathering, or a “Frolleagues” vacation, we must offer tailored options and personalized services that go beyond the usual offerings. For corporate groups, this could mean creating team- building exercises, social events, or curated excursions. For weddings, it involves designing custom menus, selecting distinctive décor, and ensuring that every detail aligns with the couple’s vision. More couples are now making their destination weddings not just a ceremony but a full-blown adventure for everyone involved.
Looking ahead, the future of group travel is about more than just providing accommodations. It’s about creating immersive, personalized experiences paired with modern, tech-driven amenities that cater to both the professional and personal needs of today’s travelers. As travel trends evolve, we must remain proactive and adaptable to these changes, emphasizing flexibility and personalization to exceed the expectations of modern travelers.
As a hotel general manager, my mission isn’t just to offer a room; it’s to create a space where memories are made, relationships are forged, and guests leave feeling they’ve experienced something truly exceptional. In this fast-changing environment, we’re not just keeping up with the trends—we’re helping to shape the future of travel.
Fuente: Marriott.