IoH publishes report on tech-led strategies for hotels

Eloise Hanson Eloise Hanson Uploaded 04 May 2021

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UK: The Institute of Hospitality in partnership with technology supplier Zonal has published a report on how the use of tech can enhance the guest experience and boost revenue and profits post-pandemic.

The report, called Facing the future: Tech-led Post-Pandemic Growth Strategies for Hotels, quotes research from Booking.com and and GO Technology to illustrate changing customer preferences. For example, 63 per cent of global travellers believe that properties which use the latest technology help them feel safe.

It also shows that technology which captures and integrates data can lead to up-selling opportunities, with 55 per cent of travellers “excited” about the potential of technology to personalise their experience in the future.

An integrated PMS (property management system) is encouraged to help maximise occupancy and drive incremental spend, especially around food and beverage. Restaurants and pubs have increased the adoption of technology during the last 12 months, particularly order and pay solutions. In November 2020, 43 per cent of UK consumers were typically using order and pay at table technology, and hoteliers are urged to follow suite.

Alison Vasey, group product director at Zonal, said: “2020 saw the rapid adoption of technology in hospitality, particularly in restaurants, pubs and bars and it’s crucial hoteliers don’t get left behind. Adoption rates of digital booking, order and pay and click and collection solutions have been high among customers, who are increasingly comfortable using apps and websites for such tasks. According to our research, over three quarters of consumers (77 per cent) say they have been satisfied or very satisfied with the ease of ordering via digital solutions, and even more (79 per cent) with the ease and speed of payment.

“All the signs point to a staycation boom this summer and hoteliers who embrace technology will be the ones that can capitalise most on this opportunity,” she added. “It can play a vital role at every stage of the customer journey and is here to stay even after the pandemic has passed. Hoteliers that embrace the benefits of integrated technology in terms of delivering improved customer experiences and driving revenue, will be best placed to succeed in 2021 and beyond.”

Peter Ducker, former CEO of IoH and who wrote the foreword to the report, said: “The report is in keeping with the institute’s purpose to promote our members’ lifelong learning and professionalism. Moreover, it is concise and easy to digest, but packed with the most up-to-date strategies, backed by research, for growing your hotel business using the right technological solutions. These solutions are already out there, and savvy hoteliers will want to make full use of them to recover and thrive after this pandemic. What’s important is to be able to recognise what they can do for your business and to adopt them.”

Download the full report here.

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