Hotel tech – how advanced is the industry really?

In an industry where businesses number hundreds of thousands globally, it can be somewhat tricky to truly understand how advanced the majority of hotels might be when it comes to implementing digital technology. However, a recent survey of 8,000 hotels from the American Hotel & Lodging Association might be able to give us an inkling of some of the trends in hotel tech that are gathering momentum and look set to stay as we move towards the close of 2016.

The survey specifically focused on how hotels were using technology to enhance guest acquisition and services and one of the top findings really shouldn't come as any surprise: in-room technology is an absolute must for any forward-thinking hotel in this day and age. What precisely do we mean by in-room tech? The study revealed 98% of US hotel rooms offer high-speed Wi-Fi in their rooms and 88% offer high-definition flat-screen TVs.

Additionally, as reported by Tnooz, hotels are increasingly aware that Wi-Fi is no longer seen as an ancillary extra by guests but as more of an essential service. The study found that the number of hotels charging for in-room Wi-Fi had fallen from 11% in 2014 to just 9% in 2016.

The survey revealed another drop in figures when it came to hotels using social media for marketing purposes. In 2014, 93% were using their channels for marketing, but this had fallen to 87% this year.

Other notable findings included that although two out of three (65%) of hotels are now offering mobile check-in to guests, the majority of these properties belonged to four big name hotel chains, and usage of mobile apps has climbed to 35% - an industry peak. It was found that only a small proportion of hotels – just 5% - are still not using a central reservation system to deal with their bookings.

Security was another area where hotels seem to be investing in tech. The percentage of hotels with security cameras in the lobby was recorded at 86% - a huge leap from the 58% recorded in 2012.

When technology is used in the right way, it can not only streamline a hotel's operating efficiencies but help boost revenue; much in the same way as it can help your travel business. Contact Digital Trip today to find out more about our high spec travel technology and range of digital solutions could work for you.