According to the latest National Technology Readiness Survey (NTRS), three quarters of travelers find it at least somewhat important that their travel experience is personalized to their needs. To provide a more customer-centric experience, hospitality companies are using technology to design hotel rooms that give guests the ability to personalize their stays to their individual needs. Many hotels offer guests ways to control their environment, such as allowing them to use their mobile phones as hotel keys and to simply adjust the thermostat in their rooms, which is convenient, saves time, and increases comfort for hotel guests. Hilton is taking personalization a step further by introducing opportunities for guests to control other aspects of their rooms, such as the lighting, blinds, temperature, and television, as part of their ‘Connected Room’ mobile app. Marriott also recognizes guests’ needs and desire to personalize their hotel stays. Through its new Marriott Mobile app, guests can chat with hotel staff before, during, and after their visits to ask questions or give special requests for their rooms, such as more pillows. They can also browse local travel content based on travel experiences of other Marriott Mobile app users.
While personalization is important to adult travelers, there is moderate interest in using new technologies when traveling and staying in hotels in the future. Thinking about more recent technological developments, few adults have utilized such innovations (see chart below). However, many desire these features in the future, as a third or more of adults who have not used these features are interested in doing so. The most interesting features include personalizing hotel rooms based on preferences, using a mobile app to send requests to hotel staff, staying in a hotel with smart features, and using a mobile phone to control elements of a hotel room. About three-quarters of all adults own and use a smartphone ; and given the prevalence of smartphones among travelers and their interest in using them to further their experience in hotels, hospitality companies should continue to innovate using smartphones as the hub of the guest experience.
Younger travelers are even more interested than their older counterparts in new technologies designed to personalize the guest experience (see chart below) and are more comfortable sharing their personal information in exchange for a personalized travel experience. Adults younger than 55 (particularly those aged 18-34) are somewhat more likely than older consumers to have used or would consider using new hotel technologies in the future. This is of particular importance given that within the next few years, Millennials (and younger Gen Z-ers) will represent more than a third of all travelers. These two generations tend to be tech-savvy, rely heavily on smartphones, and use various social media platforms (Facebook, Instagram, Twitter, etc.) for travel inspiration and to review and document pictures of their travels and hotel stays.
Smart technologies have the potential to further improve the travel experience for consumers. Half of adults believe traveling with smart devices (i.e. smart luggage with Wi-Fi, GPS, USB ports, scales, safety locks, charging outlets, etc.) is somewhat or highly desirable. In addition, more than a third of adults believe smart services (i.e. pre-programmed Amazon Echo or Siri in a hotel room) are somewhat or highly desirable. Only about a tenth of adults (11%) have used a smart service in a hotel room though. Among them, the majority believes smart services save them time and are convenient.
There is great opportunity for hospitality companies to improve the guest experience through the introduction of new technologies. Guests desire personalized services and apps that put them in control of their stay, resulting in greater efficiency and convenience for them.
About the Study: The National Technology Readiness Survey is conducted by Rockbridge Associates, Inc. and A. Parasuraman, and has tracked technology and e-commerce trends since 1999. The survey is co-sponsored by the Center for Excellence in Service at the Robert H. Smith School of Business. The most recent wave was conducted in May 2019 and is based on an online survey of 1083 U.S. adults sampled at random from a consumer research panel. Results are weighted to match census characteristics.
Written by: Kristen Garrett, Director