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Number cruncher


of travellers want hotels to give advice about unique things to do


want hotel pricing that allows them to add bespoke options


prefer interacting with hotel staff than using self-service tools

Another change is the rise of “tech-augmented hospitality”, giving hotel staff the ability to “deliver unprecedented levels of service at scale” through advances such as robot concierges and self-service technology for booking taxis, paying bills or ordering room service.

Despite this technology, the report stresses human interaction is “still valued”, with 63% of global hotel guests preferring to speak to staff rather than using self-service tools. This was particularly true for “emotional interactions” such as arranging a celebration or making a complaint.

Hotel chains also need to find new ways to appeal to consumers so they can “achieve cult status at scale”. To do this, they will have to illustrate to guests how they “offer value through delivering memorable, shareable experiences”.

The report emphasises how major hotel firms need to harness technology and data to better understand individual guest preferences. It notes: “Personal attention and personality will no longer be a characteristic of boutique brands only.”

Chris Anderson, director of Cornell University’s Center for Hospitality Research, added: “The hospitality industry is on the cusp of a new chapter. Guests are seeking richer relationships and seamless experiences with their hospitality providers, and are willing to share more data than ever before.”

The technology future guests will seek


Earphones that would “immediately translate what someone speaking to me in a different language was saying”.


An algorithm-based service that “gave me suggestions of what to do, tailored to my hotel location and interests”.

Voice assistants

A voice assistant (e.g. Alexa, Google Home) in the hotel room “to help with
any requests I had”.

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