Technology Checks in for an Extended Stay

Abstract

Technology integration has accelerated across the hospitality and tourism industry over the last several years as businesses focus to balance cost efficiency while still providing a service experience that builds customer brand loyalty. COVID-19 has accelerated the rapid integration of technology in hotels as consumers have demanded safety through contactless transactions including hotel check-in. In addition, significant staffing shortages have left hotel operators with no other option but to use technology resources to survive. However, what is unclear, is the readiness of hotel consumers to adopt technology and associate that experience similarly to experiences of the past that build brand loyalty. This industry commentary article investigated the pros and cons associated with technology utilization in hotels from the perspective of the consumer and the business to gain a better understanding of what we are likely to expect in the future.