Home Hotel service 73% of travelers are more likely to choose hotels with self-service technology |

73% of travelers are more likely to choose hotels with self-service technology |

The new study surveyed 5,266 consumers and 633 hotel executives around the world.


According to a new study titled “Hospitality in 2025: Automated, Intelligent… and More Personal”, 95% of people plan to travel within the next six months. However, many want to eliminate the highly tactile industry “touch” they once knew. Nearly three-quarters (73%) of travelers want to use their mobile device to manage their hotel experience, including check-in and check-out, payment, ordering food, and more.

The study, which was conducted by Oracle Hospitality in partnership with Skift, reveals that travelers are also looking to personalize their trip even more by choosing their exact room and floor and paying for only the amenities they want – and even wanting to preselect properties in the metaverse (68%). Additionally, 74% are interested in hotels using AI to better personalize services and offers, such as room prices or food suggestions and discounts. Nearly 40% of hotel managers see this “unbundled” model as the future of hotel revenue management.

Other key findings:

  • 73% agree they are more likely to stay at a hotel that offers self-service technology to minimize contact with staff and other guests.
  • 38% want a fully self-service model, with staff only available on request.
  • 39% want to order room service from their phone or a chatbot.
  • 49% are also looking for contactless payments (only 5% want to pay in crypto).

Labor shortages remain a major issue in the hospitality industry, but hoteliers are working hard to incorporate new technologies to ease the strain on guests and staff:

  • 65% of hoteliers said integrating new staffing technologies best describes their strategy for addressing labor shortages and attracting new talent.
  • 96% are investing in contactless technology, with 62% noting that “a completely contactless experience” is likely to be the most widely adopted technology in the industry over the next three years.
  • 54% added that their top priority was to adopt technology that improves or eliminates the need for reception experience by 2025.

Travelers are split on how patiently they are willing to be in this transition:

  • 39% said they want a completely contactless experience for all basic hotel transactions (check-in/out, dining, room keys, etc.).
  • 34% said a staff shortage, and the resulting slow service, would be their biggest deterrent to booking a hotel. However, only 23% noted that the lack of daily room cleaning is an issue, showing that consumers have accepted (and 17% welcomed!) that this pre-pandemic mainstay will never return.

The study also revealed that travelers want the ease and convenience of home when travelling:

  • 45% said access to on-demand entertainment that seamlessly connects to their personal streaming or gaming accounts is their #1 must-have during their stay. Similarly, 45% of hotel executives said this in-room entertainment setup is what they are most likely to implement by 2025.
  • 77% of travelers want to use automated messaging or chatbots for customer service requests in hotels.
  • 43% want voice commands for all the equipment in their room (lights, curtains, door locks, etc.).
  • 25% want room controls that automatically adjust temperature, lighting, and even digital art based on pre-shared preferences

The study surveyed 5,266 consumers and 633 hotel executives around the world in the spring of 2022. Click here (registration required) to download the full research report.