The study found that changes in consumer expectations for fast WiFi, helpful guest assistants and loyalty rewards have prompted the hospitality industry to invest in technology that enhances the guest experience and provides added convenience for smartphone check-in, location-based offers and services and digitally-enabled loyalty programs.
To help move staff to mobile computers for more guest interaction, expand location services for guests and deliver reliable wireless access, 77% of hotels/resorts surveyed worldwide are expanding WiFi coverage. The study found that 66% of guests report they have a better experience when associates use the latest technology and 68% of guests expressed a desire to use their smartphone to speed up check-in.
To create highly customized offers and perks, 74% of surveyed hotels/resorts are planning to implement location-based technologies within the next year – prioritizing guest recognition and analytics, geo-targeted mobile offers and special promotions and upgrades.
“The hospitality industry is becoming an increasingly competitive market, especially with the proliferation of niche hotels and home rental websites,” said Jeff Schmitz, SVP and chief marketing officer, Zebra Technologies. “To continue to attract and delight guests, hotels and resorts are making significant technology investments to enhance hotel services. This includes enabling guests – 92% of whom carry a smartphone – to use their smartphones to do everything from ordering food to receiving text alerts on room readiness and possible upgrades.”