Customer experience or digital overload? Making the right hotel tech investment

Hotels are under pressure to invest in upgrading their technology. One of the key visions that investors and asset managers are being sold is a direct by-product of the pandemic – upgrade your tech to facilitate a contactless guest experience in which the hotel guest can do pretty much everything from her mobile phone.

Such an operating model fulfilled a genuine need during the pandemic. But now? Is it really the way to go for full-service and luxury hotels?

Do we expect guests to pay a luxury premium and spend a large part of their stays glued to their screens doing admin and sending messages on Whatsapp to the front desk?

This article explores how full-service and luxury hotels are responding and finding some balance on this issue.