The hospitality and tourism sector has undergone constant transformations in recent years. After a forced pause during the pandemic, the sector’s recovery requires adaptation and innovation to keep up with new trends. For 2025, technology and personalized experiences emerge as the main highlights, while sustainability becomes an increasing priority in tourism services.
Digital transformation is driving changes in consumer preferences. According to the research CX Trends 2025, conducted annually by Octadesk in partnership with Opinion Box, there was an 8% increase in Brazilian consumers’ interaction with artificial intelligences during the purchasing process last year. The study also reveals that 72% of consumers prefer personalized and exclusive service.
According to Jorge Carvalho de Oliveira Júnior, president of Realgems Cosmetics and Amenities, a Paraná-based company renowned for hospitality cosmetics, the market is adjusting to new customer expectations. “Every year, the consumer profile changes due to new technologies, which are quickly incorporated into daily life. Hotels and tourism-related services need to keep up with these trends to offer solutions aligned with guests’ needs,” he comments. As part of this personalization strategy, Realgems allows hotel amenities customization, with exclusive packaging for each establishment.
Hyper-personalization is a strong consumption trend. With the growing demand for unique experiences, consumers expect brands to create exclusive solutions to meet their desires. “This is a challenge for the market as a whole, but in hospitality, the experience has always been a fundamental part of the purchase. Hotels provide different sensations during the stay,” emphasizes Carvalho. He reinforces that Realgems works together with clients to develop solutions that enhance the feeling of exclusivity for each guest.
Sustainability in tourism
According to a study published in late 2024 by the journal Nature Communications, tourism was responsible for an annual increase of 3.5% in CO2 emissions between 2009 and 2020. The sector’s rapid growth significantly contributed to this impact, and estimates indicate that tourism currently represents about 9% of global carbon emissions.
Given this scenario, sustainability has become an essential factor for companies in the sector. Realgems’ director highlights the importance of conscious consumption. “We believe that the future of the tourism and hospitality sector lies not only in the experiences we offer but also in how these experiences impact the environment. We are committed to providing products that not only meet our clients’ needs but also respect our planet,” he points out.
According to Carvalho, the brand seeks, through simple actions, to move toward an eco-friendly direction and reduce its environmental impact. “Today, we use biodegradable materials in our packaging and offer high-quality vegan products, increasingly sought after by hotels committed to sustainability,” he explains. Additionally, Realgems invests in initiatives such as water reuse and support for social causes. “I make it a point to participate in projects that promote local development, such as ReciclaAjuda, which seeks to give visibility and increase income for recycling workers, often marginalized. Our impact should be positive not only for the environment but also for the community around us,” concludes the company’s president.
