The goal of a hotel was always to offer increased comfort, create more memorable moments, build guest loyalty – and of course to drive revenue.
NB: This is an article from Lighthouse
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The technology that supports these goals has advanced by leaps and bounds. And the advent of artificial intelligence (AI) is creating even more new options and opportunities.
But what do guests really want and expect today and in the future?
One thing is clear. A clean room and friendly service are the baseline. But these simple comforts are no longer enough to satisfy the modern traveler. They want personalized, technology-driven, and sustainable experiences. In short, the future of hospitality lies in a strategic blend of human touch and smart technology.
What does this mean for your hotel in practice?
Read on for a closer look at new guest expectations, challenges hotels must overcome and how you can future-proof your property starting today.
The need for hyper-personalization at scale
Highly personalized trips used to be reserved for the luxury and upscale segments for a simple reason. Tracking and acting on guests’ various preferences and requirements took a lot of time and manual steps, driving up labor costs.
The emergence of modern customer relationship management tools (CRMs) has made this quicker and easier. As a result, hotels across all segments now have a cost-effective and efficient way to tailor their guest stays.
That could include:
- Making personalized in-house service recommendations
- Having appropriate food & beverage options ready (e.g. gluten-free, vegan, halal…)
- Suggesting the right activities and restaurants
- Applying the traveler’s preferred room settings (e.g., temperature and lighting) pre-arrival
A recent survey by Data Axle highlights that 61% of travelers value such personalized recommendations and service. Millennials (31%) and Gen Z (33%) are particularly eager for tailored experiences.
If they’re disappointed, they’ll take their business elsewhere. The same study discovered that nearly half the participants did so due to a lack of personalization or poor digital experiences.
The rise of the connected journey
Research by Hilton found that 78% of travelers want the option to plan, book and manage their trips entirely online. 76% seek travel apps that reduce friction and stress.
There’s also a strong interest in contactless service options at hotels. And no, that’s not just a remnant of pandemic-era operations. A Deloitte Digital study highlights solid demand even pre-2020. It found that 57 % wanted the option to communicate with staff via their smartphones or a voice assistant. 60% of travelers preferred a hotel with contactless check-in options and mobile keys.
