Check-In, Clock-Out: Hospitality That Moves With the Nomad Lifestyle

Bo Frederique van den Bosch is a second-place winner (in a four-way tie) in the HFTP Fall 2025 Blog Competition.

As of 2024, digital nomads earn an average annual income exceeding $120,000, with many falling within the $100,000 to $250,000 range, positioning them as a highly lucrative segment for the hospitality industry (Drishti Institute, n.d.). Millennials and Generation Z, who together accounted for 60% of all hotel bookings in 2024 (Ng, 2024), are no longer merely influencing the industry; they are actively redefining it. These younger, remote-working professionals are not drawn to traditional luxuries such as luxurious linens or turn-down service. Instead, they prioritize flexibility, high-speed internet, meaningful social interaction, and environments that moves with their mobile lifestyles. Their tech-driven routines demand seamless digital experiences and robust infrastructure, which have become nonnegotiable criteria when selecting accommodations. Although some corporations are curbing remote work options, the practice is unlikely to vanish; rather, it will evolve into a more structured and pragmatic model (Delgado, 2025). This is not just a current trend; it’s a generational shift that impacts the future of hospitality forever.

Hospitality That Moves: What the New Generation Actually Needs

Traditional hospitality is being reshaped by a new generation of travelers who value freedom, digital connectivity, and authentic social engagement. Rather than conventional amenities, they seek integrated technology, seamless booking experiences, and communal spaces that foster connection (Johnston, 2023). To attract and retain digital nomads – mostly remote-working Millennials and Gen Z – hotels must meet specific needs. Streamlined check-in processes are essential, as these travelers value efficiency and need to settle in quickly to begin work (Kaizen, 2025). A solid, high-speed Wi-Fi connection is nonnegotiable, enabling them to stay productive from anywhere on the property. Comfortable common areas help combat isolation, offering space to meet others and work in a relaxed setting. Prompt and flexible services, such as laundry, airport transfers, and adaptable housekeeping, support their unpredictable schedules (Kaizen, 2025). Additionally, personalized experiences, automated operations, mobile upgrades, and seamless data sharing between hotels are increasingly important to this tech-savvy, fast-moving new generation (Johnston, 2023) (Ramanjari, 2024).

Remote-ready Rooms: Hotels That are Designed for Digital Nomads

As the digital nomad lifestyle continues to reshape hospitality, brands like Zoku, Outsite, The Social Hub, and Marriott International are leading examples. In 2024, Zoku partnered with Outsite to launch over 500 Lofts across Europe. These Lofts are hybrid micro-apartments designed for living, working, and connecting. These spaces include coworking lounges, meeting rooms, and rooftop terraces, with perks like long-stay discounts and curated local experiences. Each location features a community facility manager who organizes social events and wellness activities to foster meaningful connections (Zoku, 2024). Furthermore, The Social Hub, originally launched in the Netherlands, has expanded across Europe with over 10,000 rooms in 15 cities. Designed for students, travelers, and remote professionals, it offers flexible stays, coworking spaces, gyms, and communal areas that foster productivity and connection. Its seamless blend of co-living and co-working redefines what it means to “stay” in the hospitality world (Wander Lust, n.d.) (The Social Hub, n.d.). Lastly, in 2020, Marriott came up with work-from-hotel packages, allowing remote workers and digital nomads to live flexibly. These include three distinct passes: the Day Pass (room access from 6:00 a.m. to 6:00 p.m.), the Stay Pass (combining day access with overnight accommodation and full amenities), and the Play Pass (providing preferred office/study spaces and a business concierge) (Business Traveler, 2020).

Beyond the Room: Designing for the Nomadic Journey

While these brands offer compelling models, the future of nomadic hospitality lies in reimagining the entire guest journey. It’s about integrating tech to deliver connection, continuity, customization, and freedom and flexibility; the essentials for nomadic living.

Connection. Loneliness is a recurring challenge for nomads, making community a crucial part of their travel experience. Hotels that foster connection through curated events, local partnerships, and digital platforms build emotional loyalty. Brands like The Social Hub and Zoku lead the way with community managers and rooftop dinners, but there’s room to scale this digitally. Think: in-app social calendars, interest-based meetups, and cross-property networking. Imagine a hospitality ecosystem where your next stay is recommended based on your passions, not just your booking history.

Continuity.Nomads seek consistency across locations. Hotels that syncronize guest profiles, preferences, and perks across properties reduce friction and build trust. AI-powered personalization – like having your workspace setup and coffee order ready on arrival – turns isolated stays into a cohesive journey. Continuity also means post-stay engagement and digital communities that travel with the guest, making the brand feel like a lifestyle companion.

Customization.For nomads, control is key. From mobile check-ins to app-controlled room settings, they expect environments that adapt to their routines. AI-driven personalization now goes deeper, learning behaviors like work hours, dietary preferences, and wellness habits. When a hotel feels intuitive, like it “understands” the guest, it becomes more than a place to sleep; it becomes a tailored experience worth returning to

Freedom and Flexibility.Nomads live by choice: where to work, when to move, and how to live. Hospitality brands must offer flexible check-in times, month-to-month stays, workspace access without overnight bookings, and mobile-first services. Whether it’s a 6:00 a.m. arrival or a last-minute extension, adaptability is what keeps nomads loyal. In a world of constant movement, flexibility is the anchor.
To fully deliver on the four pillars, hotels must go beyond individual features and embrace holistic membership models. Membership programs are emerging as the backbone of nomadic hospitality. They deliver all four pillars in one seamless experience—connection through community events, continuity via synced profiles and perks, customization through tiered benefits, and flexibility with booking options and long-stay discounts. More than perks, memberships turn hospitality into a lifestyle: fluid, personal, and deeply connected.

Not a Fleeting Trend

Digital nomadism is not a fleeting trend; it is a lifestyle shift that is reshaping the hospitality landscape. These travelers are not merely seeking accommodation, they are seeking freedom, connection, and spaces that feel like home without requiring permanence. They want to plug in, log on, meet people, and move forward – without friction. And they are not just passing through; they are actively influencing how we design, operate, and conceptualize guest experiences. For hospitality brands, this is not simply a trend to monitor; it is a strategic imperative. The new generation demands technology that functions seamlessly, spaces that adapt, and services that feel personal. They want to be understood, not just accommodated. When hotels evolve into hubs of creativity, community, and choice, they cease to be places to sleep and become places to live.

Digital nomads are already on the move. The question is: will your brand be part of their next stop?

This blog post was awarded second place (in a four-way tie) in the Fall 2025 HFTP/MS Global Hospitality Business Graduate Student Blog Competition presented by the HFTP Foundation. Participants are students participating in the Master of Science in Global Hospitality Business, a partnership between the Conrad N. Hilton College of Global Hospitality Leadership at the University of Houston, the School of Hotel and Tourism Management at Hong Kong Polytechnic University and EHL. The blog posts that received the top scores will be published on HFTP Connect . Learn more at HFTP News.