The role of technology in enhancing guest experiences in the hospitality industry

Abstract

Enhancing operational effectiveness and visitor experience in the hospitality sector has made digital transformation essential. The research aims to explore the role of technology in enhancing guest experiences within the hospitality industry, focusing on how hotel managers perceive, implement and utilise technological innovations. The research sets out to understand the types of technologies currently in use, the benefits and challenges associated with their implementation and identifying how these technological innovations enhance customer satisfaction and improve guest stays, while also contributing to a competitive advantage. A qualitative research approach was adopted, utilising 10 semi-structured interviews with hotel managers from a range of 4/5 star rated establishments. This method allowed for in-depth exploration of operational perspectives, strategic decision making and experiential insights regarding technology adoption. The findings revealed widespread yet varying levels of technological integration across hotels, with common tools including Property Management Systems (PMS), self-service kiosks, QR codes, smart room technologies and AI powered communication platforms. Technologies were found to contribute significantly to operational streamlining and service personalisation, enhancing guest satisfaction particularly among younger, tech savvy guests aged 18-40. However, a notable generational divide was observed, with older guests often favouring traditional service models. Future technological innovations such as expanded use of AI, mobile keys and enhanced smart room features were identified as transformative trends, though high implementation costs, staff training needs and infrastructure limitations pose significant challenges. The study concluded that while technology positively impacts guest experiences and operational efficiency, a balanced approach is essential to maintain the human element of hospitality. It suggests that hybrid service models, combining digital convenience with personalised human interaction, are critical to addressing diverse guest expectations. Moreover, these findings imply that future success in the hospitality industry hinges on technology adoption, as it significantly improves hotel efficiency and guest satisfaction. Continuous staff development and guest-centered innovation are also necessary in ensuring that technological advancements complement rather than replace traditional service excellence.