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The multiplier effects of technology in hospitality

Hospitality is one of the sectors that has been most influenced by technological innovations, altering the traditional process of hotel service, impacting both the role of customers and service personnel.

The productivity of hotels and, additionally, the value added to the services and products offered to guests, during and after their stay, are examples of the multiplier effects of technological innovations.

This research publication is designed to evaluate the role of technology in the hotel industry as well as to understand the most relevant innovations and their effects on employee and customer behavior.

You can access the full content of this publication here.

The role of technology for the sector

Faced with the emergence of technology, all of us as individuals of an increasingly technological society, we have finally shaped our behavior towards this reality.

In the hospitality industry, a growing number of hotels have been implementing technological innovations that have the potential to improve the guest experience during their stay.

Through technology, guests can, for example, explore the destination, get information and even book and buy experiences.

The effects of technological innovations on the hospitality service

Having identified that positive guest experience is a determining factor, tracking guests 'needs and meeting guests' expectations seems to be central to hotels.

Currently, customer relationship management (CRM) applications, front-office information systems, reservation information systems and hotel management information systems are the main information technology used in the hotel sector.

The Guest Cycle model - an integral set of relationships and interactions between hotel employees and guests. This model encompasses four main stages: pre-arrival; arrival and accommodation; occupation; output. During each of the stages, technological procedures are implemented, complementing the provision of so-called traditional services.

Effectively, the effectiveness and convenience of implementing each technology depends on the decision of the end users: employees and customers.

The relationship between hotel staff and guests is potentially strengthened by technology

The technology allows guests access to tourist information about places of interest, attractions and local events, directing them to offers and suggestions.

The use of technology actually builds and affirms the role of hotel staff, namely the receptionists, who provide information on how to explore the destination. The technology boosts and helps maintain customer relationships by providing recommendations to make your hotel stay and destination more interesting.

Based on a report from Orcale Hospitality, a significant number of travelers recognize the importance of technology in the hospitality industry, with every four respondents confirming that technological innovations contribute significantly to quality of service and overall experience during stay"

Some of the aspects most valued by the respondents are:

41% stated that they wanted to access information about activities at the destination;

36% said they wanted to request a service using technology;

53% reiterate that they want to have access to information and recommendations to visit nearby places and attractions;

44% said they wanted to make reservations for dinner inside and outside the hotel.


The results of the present study show that strategic management decisions regarding the application of technological innovation in the hotel service are defined by the impacts of technology on the behavior of guests, employees and managers.

Deciphering the ideal combination of digital and human interactions to create personalized experiences for guests, respecting their privacy and transposing that reality into the day-to-day business of the hospitality industry is effectively the current challenge of hospitality.

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