The "Hotels' Digital Divide" report, commissioned by ALICE and conducted by third-party research firm YouGov, highlights the shifting expectations of modern hotel guests, as well as travelers' technology preferences and the role that technology plays in providing more personalized travel experiences.
Revitalizing a Hotel's Best Resource: The ConciergeIn order to meet evolving guest expectations, hotels should equip their concierge with the most up-to-date information about nearby attractions and cultural experiences. Of the guests that want to receive recommendations from their hotels, more than one in four (27 percent) want dining recommendations for nearby restaurants, and more than one in five (21 percent) want to receive experience or room/service upgrade recommendations.
Travelers are most interested in experiences such as:
Technological Integration is KeyNot all guests are interested in the latest emerging technologies - as more than half of consumers (56 percent) said they did not want to interact with robots during their stay, however, 52 percent did express interest in touring hotels in AR or VR. Consumers also conveyed a demand for improved in-room technology, and the research found that this was a leading priority for modern guests. In fact, they're willing to give up other amenities in exchange for it, such as:
In addition, more than two in five of those who want hotels to better match their home life (43 percent) list in-room technology to integrate with their personal devices among their top three wishes. However, not all guests are alike - and it's important for hotels to provide travelers with multiple options to make service requests. The research found that among those who want to use either their personal or a hotel-provided smart device:
Creating a Home Away from Home: Where Personalization and Hospitality CollideWhile guests are seeking new and unique experiences during their travels, the research also revealed that consumers seek lodging experiences that feature a level of comfort that's close to their home lives - from additional blankets in-room to the ability to select bedding and more. Top amenities of interest to those looking for a "more like home" experience include:
"The digital revolution is at the forefront of the hotel industry - but not all guests need to be wowed by the latest and greatest technology like robots at the front desk," said Alex Shashou, Co-Founder and President of ALICE. "Hotels should focus on providing both technologies and recommendations that can be used to elevate their staff's ability to provide hospitality - not replace it. When designing optimal guest experiences, hoteliers must find balance between providing new, unique experiences coupled with the feeling of a home away from home. Above all, hotels must center their services around choice."
The full report is available at https://www.aliceplatform.com/hubfs/ALICE-Hotels-Digital-Divide.pdf.
Research MethodologyALICE commissioned YouGov — a third party, professional research and consulting organization — to poll the views of 1,207 adults. Fieldwork was undertaken between January 3-4, 2019. The survey was carried out online. The figures have been weighted and are representative of all US adults (aged 18+).
ALICE is a hotel operations platform that empowers operational excellence and meaningful guest experiences. By bringing all hotel departments together with a single operations platform for internal communication and task management, ALICE helps hotel staff act as a team to provide consistently excellent service. Since the company was founded in 2013, ALICE has gained significant traction in the industry, working with more than 2,000 hotels and tens of thousands of hotel staff across many of the world's leading brands, including Viceroy Hotel Group, Firmdale Hotels, Dream Hotel Group, and Grupo Posadas. The company acquired concierge technology provider GoConcierge in 2017. ALICE is the Forbes Travel Guide Brand Official Staff Technology Platform and the winner of Inc.'s Best Workplaces of 2019, Best Place to Work in Hotel Technology, Best Concierge Software, Best Engineering & Facilities Management, Best Guest App and Top Staff Task Management & Collaboration Platform at the 2019 HotelTechAwards.
For more information, visit https://www.aliceplatform.com.