In the internet age, with information freely available and customers able to compare hotels easily, those in the hospitality industry must keep up to date with the latest digital trends. Not only can this help you to keep pace with hotel industry rivals, but it can also improve processes and enhance the customer experience you deliver. In this article, you will find seven of the most important digital trends to focus on.

Table of Contents:

12 Digital Trends in the Hospitality Industry

Discover the 12 digital trends that are prevalent in the hospitality industry.

1. Internet of Things (IoT)

The Internet of Things refers to everyday devices fitted with Internet capabilities, allowing them to send and receive data. According to the Data Volume of IoT Connected Devices Worldwide by Statista, the total number of connected devices worldwide is projected to reach 75.44 billion. This technology is hugely important within the hospitality industry because it can allow hotels to save on energy costs while also optimizing hotel rooms without human interference.

Some hotels use smart energy systems to automatically reduce light bulbs’ power during daylight hours or to turn off the heating system when rooms are unoccupied or when occupied rooms reach a certain temperature. It can also be used to optimize temperatures automatically before guests arrive.

Example: The Internet of Things comes from the hotel network

 

In the article “How the Internet of Things (IoT) Can Benefit the Hospitality Industry“, find more detailed information about the Internet of Things’ in the hospitality industry.

2. Artificial Intelligence (AI) & Chatbots

Chatbots deliver artificially intelligent responses to customer questions and queries, and this is one of the most advantageous digital trends in the hospitality industry today. After all, it means simple questions can be answered without a human agent, improving response times and freeing human reps up to tackle tougher issues.

Artificial intelligence can also be used to automatically analyze data, assist with a revenue management strategy, or provide more personalized offers to customers based on their preferences. Hilton, meanwhile, has even introduced an artificially intelligent robot that can respond to human speech and answer questions.

Example: Hilton and IBM pilot “Connie”

 

Find more detailed information and examples about artificial intelligence use cases in the hospitality industry in the article “How to use Artificial Intelligence in the Hospitality Industry”.

3. Recognition Technology

Another digital trend within hospitality management is Recognition technology. Recognition technology includes everything from facial recognition to fingerprint or retina scanning and is growing in popularity in general. Its numerous uses within the hotel industry primarily revolve around speeding up payment processes and reducing the needed contact with human staff.

Technology like Face ID and Touch ID from Apple, as well as Amazon Go stores and widespread use of beacon technology, have opened up many people’s minds to the possibilities offered through frictionless automation. Moving forward, hotels are likely to use facial recognition for automatic authorization of payments after leaving the restaurant or to automate the check-out process, avoiding queues.

Example: Facial Recognition Check-in in Marriott China

 

In the article “Use Cases of Facial Recognition in The Hospitality Industry“, find more detailed information about how your business can benefit from facial recognition.

4. Virtual Reality (VR)

One of the coolest digital trends within the hospitality industry is virtual reality. Due to its ability to effectively transport people to a digitally created new environment, virtual reality offers huge potential within the hospitality industry. Many hotels are already using 360-degree video and other virtual reality technology during the booking process and beyond.

On hotel websites, some chains are using VR to allow people to experience what their hotel rooms are like before they book them, facilitating more informed decisions on the size of the room they need. Meanwhile, the technology can also be used to provide virtual experiences of local attractions or as a means of entertainment within hotels.

Example: A Virtual Honeymoon to London and Hawaii

Find more detailed information and examples about how virtual reality can benefit your business in the articles “How Virtual Reality is Transforming the Travel Industry” and “Amazing Examples of Virtual Reality Hotel Tours”.

5. Augmented Reality (AR)

Augmented reality is a digital trend that shares many similarities with virtual reality. Still, where VR entirely changes the user’s surroundings, AR enhances real-world surroundings, usually with graphical or informational overlays. Those within the hotel industry can use this to offer several advantages to customers.

For instance, imagine having a wall map in your hotel, which, combined with an AR app, allows customers to point their phones at a section of the map and see information about local attractions. Alternatively, some apps allow users to aim their phones at real restaurants in the local area and see customer reviews instantly.

Example: Augmented reality within the hospitality industry

 

Find more detailed information and examples about how augmented reality can benefit your business in the article “How Augmented Reality is Transforming the Hospitality Industry”.

6. Mobile Integration

Most customers own smartphones, and they are conditioned to be able to use them for everything from requesting an Uber to ordering food. Those in the hospitality industry need to cater for this. A dedicated hotel app can go a long way, allowing guests to reserve restaurant tables, order room service, and book massage or spa sessions.

While self-service can help improve the customer experience, apps can also create loyalty programs, generating more repeat business. Moreover, the technology can be paired with the aforementioned capabilities provided by the Internet of Things, allowing customers to control heating and lighting from the app too.

Example: Discover handy

7. Reputation Management

Finally, in an age where around 65 percent of customers will check online reviews before booking a hotel, reputation management has emerged as one of the most important digital trends. There are several ways that those within the hotel industry can manage reviews, but it requires a long-term approach.

Respond to reviews on popular review platforms and acknowledge when guests have a genuine cause for complaint. Take action to address their complaints to avoid similar reviews in the future. It is also important to encourage happy guests to leave reviews, and this can be done at the check-out desk or via email. Keep your listings on online review platforms up-to-date, include reviews on your own website, and strive to deliver excellent customer service.

Example: 4 Reputation Management Challenges Every Hotel Manager Faces

 

The article “Tips to Manage Online Hotel Reviews“ provides more detailed information about managing online hotel reviews.

8. Robots

Until recently, the use of robots within workplaces has primarily been limited to manufacturing lines. However, within the hospitality sector, AI-driven robots, which more closely resemble humans, are one of the emerging digital trends. According to the Hospitality Robots Market Analysis by TechNavio, the hospitality robot market is forecasted to grow at a CAGR rate of 12.13% between 2022 and 2027. These robots can perform a range of complex, ‘intelligent’ tasks.

An exciting example to date is the Henn-na Hotel in Nagasaki. Dubbed ‘the world’s first robot staffed hotel’, it features an information robot, which provides tourist information, a front desk robot is capable of intelligent communication, a cloak robot that stores your belongings, and a face recognition system that will check you in and prevent losing your key.

Example: A Tour of the World’s First Robot-Staffed Hotel

 

In the article “Examples of Robots Being Used in the Hospitality Industry“, find more detailed information and examples about robot use cases in the hospitality industry.

9. Exploring the Metaverse

Aside from the aforementioned digital trends hospitality companies need to keep up with, it is also becoming increasingly important for businesses to prepare for and invest in metaverse technology. This describes 3D metaverse virtual words, where users socially interact, often powered by VR, AR, blockchain technology, and digital avatars.

To learn more about the metaverse, how it works, the various ways hospitality businesses are already utilizing this technology and the exciting opportunities that are likely to exist, read the “Metaverse Opportunities for the Hospitality Industry” article.

10. Non-Fungible Tokens (NFTs) Enter the Hospitality Industry

Non-fungible tokens, or NFTs for short, are another of the major digital trends hospitality industry businesses are exploring, and while this technology is only just entering this particular space, it is already showing promise in terms of marketing campaigns and providing the foundation for customer loyalty programs.

In the article “Why NFT Technology is the Next Marketing Trend in the Hospitality Industry“, you can learn about NFTs, how they work, why they are valuable, and how they are used in hospitality.

Digital Trends Hospitality Industry - Non-Fungible Tokens

11. Online Food Ordering Systems

Online food ordering systems are among the major digital trends hospitality industry businesses are experimenting with. Such a system allows restaurants and similar businesses to expand their offering beyond their own premises, providing food delivery and food collection services for customers who may not want the traditional dining experience.

In the “Online Food Ordering System: Must-Have Features When Choosing One” guide, you can learn more about how these systems work and explore the most essential features to look out for.

Table: Food Ordering System Features & Descriptions

Food Ordering System Features Description Usability Integration
Order Customization Allows customers to customize their orders with specific preferences, dietary restrictions, and add-ons. Assess the ease of use and flexibility in customizing orders through the system’s interface. Evaluate how well the system integrates with the restaurant’s menu and pricing structure to accommodate customizations.
Payment Options Offers various payment methods such as credit/debit cards, digital wallets, cash on delivery, or online payment gateways. Examine the convenience and security of customer payment processes and the efficiency of transaction handling. Consider integrating existing POS systems and financial management tools to streamline payment processing and reconciliation.
Loyalty Programs Provides incentives and rewards for frequent customers, encouraging repeat business and brand loyalty. Review the effectiveness of loyalty programs in attracting and retaining customers, as well as the ease of enrollment and redemption. Explore how loyalty programs are integrated into the ordering process and linked with customer profiles for personalized rewards and promotions.
Order Tracking Allows customers to track the status of their orders in real-time, from preparation to delivery. Evaluate the transparency and accuracy of customer order tracking information, including estimated delivery times and order updates. Assess the integration with delivery logistics systems and third-party delivery services to provide accurate tracking information and optimize delivery routes.
Customer Feedback Enables customers to provide ratings, reviews, and feedback on their dining experience and individual orders. Review the accessibility and visibility of customer feedback options within the ordering system and the platform’s responsiveness to customer input. Consider the integration with CRM systems and data analytics tools to analyze customer feedback trends and improve service quality based on insights gathered.

12. WiFi 6

Regarding key digital trends in the hospitality industry, WiFi 6 needs to be highlighted. This represents the next generation of WiFi technology, significantly boosting throughput and internet speeds, which can be vital for improving the guest experience and making life easier for employees.

The improved speeds provided by WiFi 6 can be invaluable for modern hospitality businesses, which are likely to have multiple ‘smart’ devices, including smart TVs, smartphones, computers, tablets, and smart speakers, which all require access to the internet and the ability to send and receive data quickly.

By understanding and embracing the digital trends in this article, you can stay competitive in the hospitality industry and even gain an advantage over some of your competitors. All the trends mentioned can help improve the customer experience, enhance your reputation for customer service, and/or optimize revenue generation.

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This article is written by:

Martijn Barten
Hi, I am Martijn Barten, founder of Revfine.com. I am specialized in optimizing revenue by combining revenue management with marketing strategies. I have over 15 years of experience developing, implementing, and managing revenue management and marketing strategies and processes for individual properties and multi-properties.