Increasing the use of wood in buildings is regarded by many as a key solution to tackle climate change. For this reason, a lot of research is carried out to develop new and innovative wood surface improvements and make wood more appealing through features such as increased durability, fire-retardancy, superhydrophobicity, and self-healing. However, in order to have a positive impact on the society, these surface improvements must be applied in real buildings. In this review, the last five years of research in the domain of wood surface improvements and modifications is first presented by sorting the latest innovations into different trends. Afterward, these trends are correlated to specifications representing different normative, ecologic and economic factors which must be considered when expecting to introduce a wood treatment to the market. With this review, the authors hope to help researchers to take into consideration the different factors influencing whether new innovations can leave the research laboratory or not, and thereby facilitate the introduction of new wood surface treatments in the society.