Digital Adoption in the Smart Hospitality Industry

In response to improving living standards and changes in consumption habits, tourism has grown greatly, benefiting the hospitality industry even further.

FREMONT, CA: The concept of smart hospitality is becoming increasingly popular in the tourism industry. Current research studies smart technology as a contingency but neglects to conceptualize smartness and study its consequences.

Researchers conceptualize and operationalize smart hospitality and examine the relationship between smartness, perceived usefulness, perceived ease of use, the overall image of a hotel, and tourists' behavioral intentions.

Millennials: According to the Cornell Center for Hospitality Research, millennials will represent 50 percent of all Americans by 2025. Businesses must define their strategies based on this demographic group's personality traits and habits -- they like to travel, are early adopters of technology, love personalized interactions, and are spontaneous. Hotels will want to please them with reasonably priced, easy check-in and gourmet dining experiences. The millennial generation will promote businesses on social media channels if satisfied.

Technology: Modern travelers are self-sufficient, tech-savvy, and comfortable using apps or mobile websites. A hotel's offerings need to be up-to-date and user-friendly. Hotel guests and conference attendees expect high-tech equipment and knowledgeable support staff when attending meetings and conferences.

The hotel guest room is being transformed by technology. Many properties now allow guests to use their smartphones as room keys. Since most travelers carry their own devices, some hotels are rethinking the concept of phones in guest rooms. With special apps, guests can control the room's lighting, blinds, and air conditioning through mobile devices. Some properties are also dropping the idea of in-room movies; others are collaborating with Netflix to entertain.

The importance of outlets and charging stations in hotel rooms will only increase. There is a growing demand for easy and convenient access to them from guests. It is possible to adjust the lighting in bathrooms to be more flattering thanks to LED technology. Digital readouts of the weather or the daily headlines can be displayed on special bathroom mirrors with touch screens.

Health and well-being: Fitness centers, pools, and spas are well-equipped to accommodate today's guests taking charge of their health. There is an increasing demand for innovative wellness options among travelers. Healthy food options are not the only trend growing in hotels; air purification, yoga spaces, in-room exercise equipment, and vitamins in the shower are also rising.

Sustainability rules: With renewable energy resources and water scarcity becoming more prevalent, eco-friendly practices are becoming the norm. Many hotels are installing solar panels and updating their systems so that air conditioners and lights automatically turn off when guests leave the room.

Locally-sourced food: Food sourced locally and organically is often in demand among hotel guests, and the hotel industry responds with farm-to-table menus. In recent years, more and more resorts have established rooftop beehives, urban farms, and herb gardens. There are many cases where vending machines can sell healthy snacks, handcrafted salads, and sandwiches.