Technology Helps Hoteliers Overall But Challenges Still Remain
A recent survey revealed how hoteliers are utilizing technology and the returns they are achieving. In collaboration with Benchmark Research Partners, the Hotel Technology 2022 study asked more than 100 hoteliers from a variety of positions and brands to answer questions about their experiences with technology.
Everyone at an NYU Hospitality Investment conference appeared to desire more technology.
Results of the hotel technology 2022 survey:
- Does the technology you have today help you reach your professional goals?
80% of respondents said yes, while 20% of respondents declined.
- How does the technology help hoteliers reach their goals?
80 % of hoteliers believe it makes their company more efficient, 50 % say it makes them more effective, and 40 % say it provides them a competitive advantage. [Respondents agreed that technology had improved efficiency. It provides effectiveness less often – and a competitive advantage to even fewer hotels].
There appears to be an opportunity to assist hoteliers in understanding what they should focus on and do.
- Do you think the technology you have today makes your team happier overall?
75% of respondents agree. While 30% of respondents declined.
On-property respondents were even more likely to report their teams benefited from technology (89%) than brands (71%) or management companies (61%).
- Do you think the technology you have today makes recruiting easier because it’s easier to work at your hotels?
45 % of respondents agreed. While 55% of respondents disagree. Overall, a large minority of hoteliers believe that technology makes recruiting simpler. This advantage is now viewed more at the brand level (60%) than at the property (39%) or management company level (36 %).
This indicates an opportunity for companies that are not incorporating technology into their brand and employee experience across the hotel ecosystem.
- How does your team now use technology?
55 % of respondents say as they expected, 5 % say more than they expected, and 39 % of hoteliers say less than they expected.
Respondents on the property are 48% more likely than brands to claim their property teams utilize technology less than intended.
- Do you wish your hotels used technology more effectively?
95% of respondents say Yes, 5% of respondents say No. This, together with the prior data point, may suggest an opportunity to increase technology use.
- Do you believe hotel technology understands your requirements?
55 % of respondents replied Yes, while 45 % said No.
This was felt most sharply by individuals working in management consulting firms, with the majority of respondents claiming that IT companies did not understand their demands.
- Have you seen a technology implementation/deployment that failed to meet your expectations?
85% of respondents said Yes while 15% of respondents said No. Respondents working in management company corporate offices were more prone than brands to report poor implementations (92 %), as were owners and investors (89 %).
- Are you interested in learning more about hotel technology?
85 % of respondents answer Yes, while 15% of respondents replied No. Brands (93 %) and property managers (85 %) were the most interested.