Further

What’s inside the report?

“Further Forecast 2025—Community Capital” is a new, wide-reaching cultural study that explores how new pillars of aspiration, founded on high-quality relationships and belonging, are shifting what we seek from our experiences and changing why and how we travel.

Design Hotels’ 2024 Community Survey revealed that only 24% of people feel that they belong to a community, yet 84% believe that hotels have the potential to provide one. These findings underscore the fact that the hospitality industry is poised to meet this growing need.

Using proprietary data banks of cultural signals, the Forecast uncovers three areas of untapped potential where hotels can capitalize by appealing to travelers seeking community: Niche Appeal (through shared passions), New Knowledge Hubs (by learning, growing, and forming meaningful connections), and Longevity Network (by improving overall wellness and health).

Design Hotels has long been a leader in community gatherings. Now, after decades of bringing people together, we explore how the need for community has evolved, growing deeper and more targeted. “Further Forecast 2025—Community Capital” presents the insights and learnings of brands on the forefront of community-driven travel initiatives, as well as the desires and motivations of today’s travelers.