A Zebra Technologies study reveals that 74% of hotels and resorts implement location-based technologies to enhance the customer experience. Zebra Technologies unveiled the results of its comprehensive Zebra Hospitality Vision study, an investigation that analyzes the industry of hotels and resorts, trends in preferences of travelers and technological requirements that affect their overall satisfaction.
The study indicates that changes in consumer expectations for access to fast Wi-Fi, efficient guest attendees, and loyalty programs have led the industry to invest in technology that optimizes the guest experience and offers added value in performing check-in through smartphones, offers and location-based services and digital loyalty programs.
To help promote staff using mobile computers to interact with guests, expand location services and provide reliable wireless access, 77% of hotels and resorts surveyed globally are expanding their Wi-Fi connection capability.
Meanwhile, 66% of guests say they have a better experience when staff uses advanced technology and 68% of customers expressed their desire to use their smartphone to speed up check-in.
Meanwhile, 74% of respondents appreciate hotels that personalize messages and offers, while 75% are ready to share personal data such as gender, age and email address in exchange for custom promotions, coupons, priority service or points of loyalty.
To create highly customized offers and benefits, 74% of hotels and resorts surveyed plan to implement location-based technologies over the next year, giving priority to the recognition and analysis of guests, georeferenced mobile deals, special promotions, and updates.
Finally, the study shows that guests are less comfortable sharing location as your personal information, although they differ between generations: 34% of millennials feel sharing your current location compared to 13% of guests from 50 to 64 years old.
The hospitality industry is shifting an increasingly competing market, especially with the conception of niche hotels and home rental sites. To continue to attract more customers and delight guests, hotels are making significant technological investments to improve their services.
It includes allowing customers – 92% of who own a smartphone – to utilize their smartphones to do everything from online booking, ordering food to receive text alerts on room availability and possible improvements.
Although the impact of technology advancement varies by market, digital disruption is changing the way hotels and guests interact in each region.