The Digital Transformation of the Hotel Stay: An Urgent Wake-Up Call
The summer travel season is in full swing, and travelers are embracing technology like never before. A recent survey by Mews and OnePoll reveals a fascinating trend: travelers increasingly opt for self-service and digitally-focused hotel experiences. A staggering 80% of those surveyed expressed a willingness to stay in a hotel with a completely automated front desk or self-service kiosk.
The digital shift for hotels has its challenges. Many hoteliers strongly dislike technology, considering it an unnecessary expense or a threat to the traditional hospitality experience. Hotel real estate owners, who often prioritize short-term profits and tangible assets, may not fully understand the long-term benefits of investing in technology. This gap between guest expectations and industry resistance could seriously affect hotels that do not adapt.
While the allure of immediate returns may tempt some to stick with the status quo, guest preferences are evolving rapidly. As tech-savvy travelers increasingly choose hotels that cater to their digital needs, the writing is on the wall: those who resist change risk losing market share and revenue to more forward-thinking competitors.
This blog post will delve into the key findings of the Mews/OnePoll survey, exploring the specific tech features guests desire, the rise of the "bleisure" traveler, and how hotels can leverage technology to create truly personalized guest experiences. But it will also address the elephant in the room: the industry's resistance to change and the urgent need for hoteliers and owners to embrace the digital future or risk being left behind.
Key Findings: The Digital Traveler's Wish List
The Mews/OnePoll survey reveals what tech-savvy travelers look for in their hotel stays. In-room smart home devices, like voice-activated assistants and automated lighting and temperature controls, topped the list for 43% of respondents. Keyless room entry and mobile check-in, offering convenience and security, were also highly sought after by 34% and 27% of travelers, respectively.
Interestingly, the survey also highlighted the growing role of artificial intelligence (AI) in travel planning. A third of respondents (36%) admitted to AI for recommendations when booking their trips. Guests' openness to AI presents a unique opportunity for hotels to incorporate AI-powered chatbots or recommendation engines on their websites or apps, helping guests discover personalized experiences and local attractions.
Another surprising finding was the prevalence of remote work during vacations. Nearly a third (29%) of employed Americans confessed to working remotely while on vacation without informing their bosses, and a staggering 52% expressed a willingness to do so. Changing working habits indicates a growing segment of "bleisure" travelers who blend work and leisure, creating a unique challenge and opportunity for hotels to cater to their specific needs.
The "Bleisure" Traveler: A Growing Trend with a 15-Year History
Blending business and leisure travel, known as "bleisure," may seem like a recent trend, but it's steadily gained momentum for over 15 years. Coined in 2009, bleisure initially referred to business travelers extending their trips for sightseeing and personal activities. Now, it encompasses a broader spectrum, including remote workers incorporating work tasks into vacations and employees extending work trips to enjoy leisure time.
The Mews/OnePoll survey confirms that this trend is far from niche. The significant shift from the traditional separation of work and leisure is not just limited to the U.S. Studies have shown a steady increase in bleisure travel globally since 2011, accounting for 7% of all business trips.
Bleisure travelers come from diverse backgrounds, with demographics spanning age, gender, and industry. Research indicates that younger travelers, particularly millennials, are more likely to embrace bleisure, often seamlessly integrating work and play into their travel experiences.
This shift towards bleisure presents both challenges and opportunities for the hotel industry.
Implications for Hotels and Catering to Bleisure Travelers
Hotels must adapt to the bleisure traveler's unique needs to remain competitive. Bleisure travelers need reliable high-speed Wi-Fi, dedicated workspaces, and flexible amenities catering to work and relaxation.
Beyond the basics, hotels can actively cater to bleisure travelers by:
By understanding and catering to the bleisure traveler, hotels can attract a new generation of guests and enhance the overall guest experience for everyone. The future of travel is increasingly blended, and the hospitality industry must evolve to meet the demands of this dynamic new landscape.
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Technology's Role in Delivering Personalized Experiences – A Call to Action for Hoteliers
Integrating technology in the hospitality industry is not just about convenience or efficiency; it's about creating personalized experiences that resonate with guests on a deeper level. Like airlines have witnessed a significant shift towards mobile check-in, hotels also embrace technology to enhance the guest experience.
However, this transformation requires a shift in mindset within the industry. The historical hostility towards technology among hoteliers, who may view it as an unnecessary expense or a threat to traditional hospitality, must be replaced with a proactive embrace of innovation. Hoteliers must become champions of technology, advocating for its implementation to hotel owners and demonstrating its potential to improve guest satisfaction, streamline operations, and drive revenue.
Just as mobile check-in has streamlined the airport experience, allowing travelers to bypass long lines and easily access their boarding passes, hotel self-service technology empowers guests to manage their stay on their terms. Richard Valtr, founder of Mews, emphasizes this shift, stating, "The most forward-thinking hotels are tapping into this trend by embracing personalized guest experiences and offering a variety of amenities that appeal to differing guest needs."
Technology plays a pivotal role in this personalization. By collecting guest data before arrival, hotels can anticipate individual preferences and tailor their services accordingly, like airlines use passenger data to personalize recommendations and offers. Ryan Krukar, VP of Sales and Marketing at Gravity Haus, explains, "Technology enables our teams to gather robust guest information before they arrive at one of our locations, which empowers our customer service teams to create unique 'excite and delight' opportunities for guests, resulting in powerful moments and lifelong memories."
This pre-arrival data can include everything from room preferences (e.g., pillow type, preferred floor) to dietary restrictions and special requests. With this information, hotels can ensure that guests' experience is tailored to their needs and desires, leading to higher satisfaction and loyalty.
Andrew Gauthier, GM at The Incline Lodge, highlights the importance of using technology to streamline check-in, freeing staff to focus on personalized guest interactions. He notes, "Technology also enables us to provide an easy and efficient contactless and self-check-in process, so our staff can spend more time interacting with guests."
Examples of Tech-Enabled Personalization
Several hotels are already leveraging technology to create personalized guest experiences, drawing inspiration from the airline industry's successful adoption of mobile technology. One of the best examples is CitizenM. This innovative hotel chain utilizes a mobile app that allows guests to control their entire room experience, including check-in, room access, lighting, temperature, and TV channels, mirroring airline apps' convenience and control.
CitizenM is a role model that can guide hoteliers to embrace tech-enabled personalization and advocate for its adoption within their organizations. Hoteliers can meet and exceed modern travelers' expectations, creating lasting memories and fostering loyalty.
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Practical Steps: Implementing Tech for a Seamless Guest Journey
Embracing technology can be a manageable process for hotels. Here are some actionable steps to integrate self-service options and enhance the guest journey:
The Future of Hotel Tech: What's on the Horizon?
The evolution of technology in the hospitality industry shows no signs of slowing down. As we look towards the future, several emerging trends promise to reshape the guest experience further:
Conclusion: Embracing the Digital Future of Hospitality - A Matter of Survival
The Mews/OnePoll survey presents a clear picture: modern travelers desire digital experiences, personalized services, and the freedom to mix work and leisure. Hotels that adjust to these changing expectations will flourish and may surpass their competitors. On the other hand, those who stick to old-fashioned methods and resist technological advancements risk becoming obsolete in an ever more digital world.
Key Takeaways for Hoteliers
Eight practical takeaways for hoteliers
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6moThanks for update on Facebook page KALO Nathaniel information about small business owner you all from Kalo Nathaniel maskelyne island South Malekula Vanuatu and Tour
Automotive General Manager | Winner Automotive News Best 3 Times | Investor | Entrepreneur | Volunteer Youth Soccer Head Coach
6moWell it depends in my opinion. I have the option of checking in prior to arrival and a mobile key. The apps are better for making reservations and room selection. Upon arrival I enjoy checking in and taking with the front desk. I enjoy calling guests services if I have a question. Particularly if the hotel or resort has excellent service. It’s part of the hotel - resort experience
Helping hotels to increase revenues, reduce costs and improve their guest experience @ chicostay.com
6moThanks Anders Johansson Love the write up and analysis. Whilst I'm close to personalisation and digital solutions, it’s great to learn about the increase in Bleisure travellers and Citizen M. From both my role and as a former heavy business user of hotels it has been shocking how few hotels have either opted to use direct digital guest solutions, or when they have, they managed to design the experience that leaves guests more frustrated than satisfied. Thankfully some hotels are really getting right and setting a fantastic example. I agree that what is becoming increasingly clear, and happening fast, is that those hotels owner and leaders that shun good modern technology are also turning their backs on the best hospitality experience for their guests. There are many of us (providing tech and design) that are committed to helping hotels owners overcome their fears and hesitance to design digital guest experiences that are beneficial to guests, hotel owners and hotel staff. The solutions and help are there to be had in 2024 but it takes that first small leap of faith by hotel owners and leaders that things are now different and its not expensive, fast improves guest satisfaction and a quick ROI can be achieved!
Founder and Owner at IMPERIS SARL
6moInsightful!
10X hospitality with gen AI | ex-Google 👋
6moI left hospitality tech 13 years ago and reassessing its today's state lately I (unfortunately) have to conclude that it hasn't advanced all that much. Certainly much less than big tech over the same time frame. Many CIOs keeping their teams busy by on-prem-to-cloud migrations or like-for-like vendor changes, trading millions in opportunity cost for hundreds of thousands at best of tactical cost savings. Lots of inertia, fragmentation, and inefficiency at many levels. There are also positive exceptions, though. I was fortunate enough to talk to a handful of truly forward-thinking hoteliers (many of them non-IT biz leaders) who clearly understand the transformational potential of technology for the business and the industry as a whole. With those people, their mindsets and leadership, I think that we can feel positive about the future where the tech debt and the gap between the guest (and employee) expectations will be closed at an accelerated pace going forward. Why? Because owners have more and more choice and operators who won't embrace the change simply won't stay in the business.