What is the role of technology in the guest experience in modern hospitality?
A hotel guest's experience encompasses the overall impression a guest gains through all interactions with the hotel during their stay. It's a broader picture than just customer service – it includes atmosphere, convenience, comfort, and personal experience, meaning how enjoyable and memorable the stay is. Customer service (or direct staff-guest communication) is only one part of that mosaic.
What makes a good guest experience?
Many things contribute to a positive experience. According to J.D. Power's 2024 study, overall hotel guest satisfaction rests on six key factors: connectivity and communication, food and beverage, the room, hotel facilities, staff service, and value for money.. Similarly, cleanliness i friendliness of the staff These stand out as crucial elements. A study by the American Hotel & Lodging Association (AHLA) confirms that guests rank room and property cleanliness, and friendly staff interaction, among the most important factors for a good experience.. For example, 591 TP3T passengers consider the cleanliness of the room to be the most important, and 481 TP3T the overall cleanliness of the facility..
Room cleanliness, facility cleanliness, and friendly staff are most important for a positive guest experience.. This graph from the AHLA/Ecolab report clearly illustrates this distribution of key factors. This confirms that hygiene and staff attentiveness are indeed at the very top of guest priorities.
It's no surprise that good service "with a smile" is especially memorable. Research by the Hampton by Hilton chain and Goldsmiths University has shown that friendly, warm service can raise the overall rating of a stay by 22% and make it six times more memorable. Guests who experienced "service with a smile" felt 51% more welcome, and as many as 75% were more likely to return to the same hotel. A warm welcome and the staff's friendliness can even make the food taste better and the bed more comfortable..
Naturally, some aspects of an excellent experience are physical and cannot be digitised – for example, the hotel's location, high-quality food, or superior bedding. The human factor it is also indispensable: the kindness and helpfulness of staff often create an emotional connection with the guest. Industry experts agree that technology cannot replace that human touch, but rather should complement it. As it is colourfully put, “Direct human capital where it creates smiles, and technology where it creates efficiency.”. In other words, technology needs to take over routine tasks so that staff have more time to dedicate to hospitality.
Different guests – different expectations
Guest expectations vary depending on the type of traveller and the purpose of the trip. Tourists On holiday, prices mean personal access and authentic interaction – warm staff will mean more to them than a robotic self-service. Business travellers, on the other hand, they prioritise efficiency and speed of service. They want a quick check-in, reliable Wi-Fi, and good connectivity so they can work seamlessly on the go. As investor Nawfal Bendefa observes, for holiday guests, it is better to invest in training staff for personalised service, while corporate clients prefer digital, self-service options for time-saving..
Also, the difference is between classic hotels i properties for rent (e.g. apartments or houses). Hotels can generally provide a uniform service according to standards and more easily introduce technologies for all guests. The short-term rental (STR) industry is very fragmented – each house or flat is different – so it is more difficult to achieve consistent service and adopt new technologies more quickly.. Guests in apartments are often more independent and do not expect classic hotel service, meaning one solution does not fit all. Nevertheless, regardless of the segment, the goal is to improve the guest experience wherever possible. Therefore, below we examine the key technologies that modern hotels use to delight guests and earn excellent reviews.
Technologies for better guest communication
Fast and practical communication with staff is an essential feature for guests. The vast majority of travellers (over 77%) would be happy to use it. automatic messages or chatbots for simple requests during your stay. No one wants to call reception or wait on the line for every question anymore. Fortunately, hotels today have more options to allow guests Service availability 0-24 digital channel opportunities
- Chatbot on a website or in an app A virtual chat agent can instantly answer frequently asked questions (e.g. about hotel services, spa centre opening hours, etc.) just as effectively as a human, and simultaneously for many users. Modern AI-powered chatbots can handle up to 70% enquiries, saving staff time. However, it's worth bearing in mind – if you're not a large chain whose app guests will be keen to download, it's better to integrate the chatbot into the hotel's website so it's more widely accessible.
- Messaging platforms Instead of a dedicated app, the hotel can use a system that connects to channels such as SMS, WhatsApp, Facebook Messenger, or similar. Guests then communicate via their preferred channel, and all communication flows into a single Dashboard visible to staff. This allows the reception desk to respond quickly to a message, regardless of whether it arrives as an SMS or via WhatsApp. With the help of AI, frequently asked questions can also have automated responses. This approach has proven to be very successful – for example, Hilton achieved over 10.5 million conversations with guests in 2023 by implementing the Kipsu messaging platform, exchanging almost 70 million messages. Around 70% of the guests who used the service stated that it improved their overall stay experience..
- Tablets in rooms. Some hotels place a tablet device in each room which allows guests to order services (an extra towel, room service, etc.) or get information with a single touch, instead of having to call reception. This also makes communication unobtrusive and available 24 hours a day.
- AI virtual agents The increasingly advanced generation of chatbots are so-called. AI agents – AI-driven systems (e.g. large language models) that can conduct more complex, „human-like“ conversations. They are connected to internal hotel systems (PMS, CRM) and external services via APIs, allowing them to, for example, check a guest's profile, fulfil their request, or make a recommendation based on data.. Bendefa predicts that such comprehensive AI agents will soon replace simple chatbots, as they can function more effectively like a virtual concierge.. For example, a guest could use an AI assistant to book a restaurant, request a late checkout, or get a personalised excursion recommendation without having to communicate with any staff.
Digital check-in, check-out and other self-service options
The pandemic has accelerated demand for contactless service in hotels. More than half of travellers today expect the option Online check-in and check-out without waiting in line. Hotels respond to these requests by implementing various self-service solutions:
- Mobile check-in and digital keys Mobile application or dedicated web links allow guests to confirm their arrival time, fill in check-in details, and even Get digital room key on your phone. This way, in the hotel, they can go straight to their room and unlock it with their phone, bypassing reception. The hotel system (PMS) synchronises all data in the background so that staff know the guest has arrived.. Similarly, the guest can check out with a single click when departing and pay the bill online. It is recommended to offer various payment options – from cards, mobile wallets (Apple Pay, Google Pay) to local payment methods or even Buy now, pay later model.
- Self-service kiosks: In the hotel lobby, check-in/check-out kiosks can be installed that function like those found at airports. Guests who wish to do so can scan their own documents, select a room, collect a key card, or print their bill upon departure – without any interaction with a receptionist.
- Guest experience platforms: To manage all these touchpoints, some hotels use integrated Guest experience platform or a modern CRM system. Such systems consolidate guest communication, track their requests, enable the automated sending of upgrade offers and the collection of feedback. For example, the system can offer the guest, after check-in, an upgrade to a higher-category room or a discounted late check-out. According to a Hotel Tech Report, 58% guests admit that they would personalised offers (e.g. room upgrade at a reduced price) to enhance the stay experience in advance. For the hotel, it's an opportunity for additional income and a better guest experience.
With such digital tools, guests have greater control and convenience, while staff gain more time to dedicate to more important matters. Nevertheless, it is important to offer technology as option, And not impose it on everyone. Some guests will gladly do everything via mobile, while others will appreciate traditional counter service.
Personalising the experience through smart data usage
A personal touch can turn a good stay into an extraordinary experience. Personalisation it can mean simple things like addressing a guest by name or leaving a welcome note in the room, but in its most advanced form it includes hyper-personalised offers tailored to each individual guest. Such individualisation requires consolidated guest preference and habit data, and the application of machine learning to predict desires.
The challenge is that many hotels don't have a complete picture of the guest, especially if they aren't a loyalty programme member. Data is scattered across various systems – from reservations, to the front desk, to loyalty programmes. The obvious solution is Master Data Management (MDM) i entity identificationIn short, using AI algorithms that merge records of the same guest from different sources into a single profile.. Some large hotel groups (e.g. Choice Hotels) have already embarked on projects to consolidate guest data, although they admit that it is a long-term process..
The concept is also being considered for the future Self-Sovereign Identity (SSI) which would give guests complete control over their personal data. The idea is that each person keeps their verified information (such as identity, preferences, travel history) in a digital “wallet” on their device and shares with the hotel whatever they wish, as needed. Technically, this would be realised with blockchain technology, but for now, it is in the experimental stage, and experts estimate that such a model will only come to life in the travel industry in about ten years..
It should be noted that personalisation is not equally applicable across all segments. While larger hotel chains and luxury brands can collect an abundance of data and offer special benefits to loyal guests, Apartments for rent they don't have a scale or standards for similar programmes. In that segment, the focus remains on the basics – cleanliness, a quick response from the host, and so on.
Selling by attributes: choosing exactly what the guest wants
One of the newer trends in the hotel industry is the so-called. Attribute-Based Selling (ABS) – booking method where the guest books themselves It works their ideal product. Instead of choosing a fixed room category with included amenities, the guest could select specific features they wish to pay for: e.g., a sea view, a larger bed, breakfast included, a room on a higher floor or near the lift, etc. This broken-down offering gives the guest more control and potentially more revenue to the hotel, as the guest pays for what is most valuable to them.
Research shows that there is interest in this model – two-thirds of guests (around 63 per cent) are willing to pay extra for the specific accommodation features they prefer.. IHG hotel group reported that in early experiments with attribute sales, it saw an increase in revenue per booking.. Also, Expedia was among the first of the major online intermediaries to introduce the ABS feature on its platform; hotel partners noticed 41% more bookings of higher-priced rooms and higher conversions when attribute-based offers were displayed..
No, the implementation of ABS is not straightforward. There are several challenges:
- Obsolete technology Most hotel IT systems (PMS, CRS) are still designed for classic room categories and pricing packages, rather than infinite combinations of attributes. Upgrading these systems is expensive and complex..
- Data volume: A large chain with thousands of rooms would have to record all possible characteristics for each room (bed type, view, amenities, etc.) and constantly update the availability of these attributes. This is a huge, error-prone task..
- Limited distribution Online travel agencies and global distribution systems only partially support this model. For example, if only the hotel's own channel offers ABS, and OTAs do not, customer reach is reduced..
- Lack of guest insight: To create appealing personalised offers, accurate data on guest preferences is needed. Many hotels do not yet collect and analyse such data well enough, thus they risk offering irrelevant options..
Despite these hurdles, ABS is gradually entering practice. New cloud Booking platforms are designed with flexibility in mind, and increasingly hoteliers are considering “breaking up” their products into items. Guest feedback is also being monitored – so far positive, as they like the increased price transparency and the ability to customise.. Experts believe that over time ABS (or the broader concept Retail services in the hotel industry) will become standard, as it already is in the airline industry.
Security: smart monitoring and guest verification
A sense of security is a prerequisite for guests to relax and feel comfortable. Therefore, many hotels invest in security technologies, which is also a priority for 68% IT managers in the hospitality industry. Artificial intelligence and automation-assisted monitoring systems are particularly noteworthy:
- AI-powered video surveillance: Modern CCTV systems can use machine learning to detect unusual behavioural patterns in real time and immediately alert the staff. This way, an incident can be prevented before it escalates. Also, smart locks Contactless access (via code or mobile phone) enhances security in both hotels and rental apartments, as it's precisely known who enters and when.
- Guest screening In the house/flat rental segment, guest vetting services before arrival are popular. These can include basic identity and age checks, and sometimes more detailed checks such as criminal records (where legally permitted) or social media profile analysis. Advanced tools use AI to Risk assessment of booking, how hosts can avoid problematic guests (e.g. those prone to illegal parties). Of course, all these procedures must be carried out in accordance with data protection regulations (GDPR, US FCRA, etc.) and with the knowledge and consent of the guests.
While hotels strive to prevent security incidents, care must be taken that guests do not feel spied upon. Transparent communication and reasonable measures are key to ensuring security is an invisible foundation for a good experience, rather than a source of discomfort.
Other technologies that elevate the experience
The list of innovations that can enrich the guest experience is long. Let's highlight a few more examples:
- Advanced web booking system: Many guests form their first impression of a hotel on the website. If the booking process is complicated or hard to navigate, they will quickly give up – as many as 55% travellers say they will choose another provider if they are frustrated by the website.. Therefore, contemporary booking engine It must be fast, reliable, and mobile-friendly so that guests can book without hassle.
- Reputation management Following their stay, guests often leave online reviews. Review and social media monitoring tools can alert a hotel to a new review immediately, allowing for a swift response. A quick, professional reaction to any criticism can turn a guest's dissatisfaction into loyalty, while expressing gratitude for praise leaves a good impression on future readers.
- Virtual tours and augmented reality Presenting a hotel in an attractive light before arrival can raise guest expectations. Some establishments offer virtual tours (360° or VR) room and content, so the guest can “walk” through the hotel from their home. This instils confidence that there will be no unpleasant surprises. However, VR usage in hotels is still rare – it requires expensive recording and viewing equipment, and partners (like OTAs) would also have to integrate such content..
- Fun in the room Television in the room is no longer enough for modern travellers. A survey by Oracle Hospitality showed that entertainment available on demand (streaming video or connecting your own devices) at the top of guests' technology wish list, which 45% passengers cite as a "must-have" of the future.. Many hotels are already incorporating Smart TV systems that allow login to your own Netflix or Spotify account. At the same time, voice assistants (like Alexa for Hospitality) are becoming increasingly sought-after – 43% travellers want to control the lights, climate, curtains and so on in their room by voice..
- Smart rooms and robots In more luxurious establishments, they go a step further and introduce a complete IoT solutions for Smart The room. Guests can adjust the room's ambiance via an app or voice, and the system can also automatically adjust the temperature or lighting according to the guest's preferences. Some hotels have also experimented with robots – for example, a robot waiter that brings towels to the pool or a robot concierge at reception. While attractive to the media, robots are more of a gimmick than a real necessity. Care must be taken with guest profiles: Generation Z will be delighted with a hi-tech welcome, while older guests may prefer human contact.
Challenges in introducing new technologies
Every medal has two sides – and so, the introduction of technology in the hotel industry brings its own challenges. System Integration This is probably the biggest stumbling block. Many hotels have legacy systems for reservations, billing, housekeeping management, etc., which do not communicate well with each other. Adding new gadgets and software that need to “talk” to the old ones can be complex and expensive, often requiring custom development or an intermediary layer.. If the technology isn't integrated properly, guests will notice. “Guests usually don't even notice technology… unless it fails.”, the expert Simon Lehmann wryly observes.
Cost is another major factor. Advanced platforms, smart devices, and even staff training to use them, require significant investment. Large chains can absorb this more easily, but for smaller or independent hotels, finances can be a limitation. However, smaller players can sometimes be more agile. Bendefa points out that Smaller hotels can innovate more quickly. however, technology is becoming more accessible, while large corporations are slower to change established processes. This gives them the opportunity to even outperform big brands in specific niches.
Staff acceptance Another potential problem is that if employees are not well-trained or do not trust the new system, it will not be adopted. Digital solutions should make work easier, not create stress. Therefore, it is crucial to involve the team in the changes, provide sufficient training, and show them the benefits of the new technology in their daily work.
We must not forget, nor data protection and privacy. Hotels collect sensitive information (personal data, credit card details, guest spending habits). Any new application or integration must comply with regulations (like GDPR in Europe) and have robust security measures in place to prevent misuse or hacking incidents.. Guest trust can easily be lost if privacy is breached.
Finally, here it is The risk of excessive automation. Although guests want convenience, they don't want to feel like they're communicating with a robot throughout their stay. Even among younger travellers, there's a sense of saturation with the digital approach – “we've all had enough of endless scrolling”, notes Bendefa, even predicting a small Return to the “analogue” approach in the segment of holiday tourism. This means that hotels must find the right balance: offering technology where it enhances efficiency and convenience, but retaining human touch where he creates warmth and emotion. Ultimately, the goal is to give the guest a choice – as Gustaf Berman said, “technology isn't there to replace something, but to give the guest a choice”. A guest who prefers personal service should be able to get it, while one who likes to do everything digitally should have that option available.
Technology plays a crucial role in shaping the guest experience today. – from the first online interaction to the impression after checkout. Used correctly, it makes the stay more practical, personalised, and interesting. However, we must not forget that hospitality Business at its core is “human.” The most successful hotels merge the best of both worlds – high technology and high levels of hospitality – to meet, and even exceed, the expectations of modern guests.
