Technology Increasingly Becoming a Brand Differentiator for Hotels

A new generation of hotels embraces technology in all aspects from check-in to check-out in a deliberate strategy to appeal to tech-savvy clientele. The type of guest drawn to technology and smart design is an attractive demographic to target, not least because they’re equipped to spread the word.

While technology has become inextricably fused into our daily lives in recent years, hotels have not always kept pace.

The paucity of hotel tech offerings, particularly when it comes to internet access, has become a common bugbear for guests — with many objecting to paying a hefty surcharge for a service they’d get for the price of a latte in a local coffee shop.

But that looks to be changing, as a new generation of hotels embraces technology in all aspects from check-in to check-out in a deliberate strategy to appeal to tech-savvy clientele.
“Technology is increasingly becoming a brand differentiator for hotels and chains which want to identify with a certain market,” says Katherine Doggrell, editor of Hotel Analyst Distribution & Technology.

The type of guest drawn to technology and smart design is an attractive demographic to target, “not least because they’re equipped to spread the word,” says Doggrell.

“The great leveler for the hotel sector has been social media,” she adds. “Small, boutique hotels can afford to compete at the same level as the big, global operators, and without having what can be a stifling corporate structure in place, they can develop identities which are attractive to consumers and set themselves apart.”

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