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< Back to news 30 March, 2017

The rise of anti social media: New research reveals hotel guests would swap personal service for better tech

Are the days of old fashioned hospitality numbered? New research reveals that 10% of Britons think so, as they would be willing to sacrifice personal service completely in exchange for better technology while just one third of Brits value human connection more than a digital one.

- Wired weekends: Hotel guests spend more time with technology on hotel stays, with a third packing three or more devices and some guests bringing five or more for a weekend away

- 70% expect free in-room WiFi as standard while 10% of guests said personal service was “not important at all” and would swap it for better technology

- Just one third of guests said they value human interaction more than technology

- A quarter of Britons admit they struggle to sleep at a hotel

The results come from a survey of 2,000 UK guests which looked at their hotel expectations and spending habits, undertaken by Britain’s leading purchasing company, Beacon.

Half of those surveyed said a hotel’s technology capabilities were now just as important as service from staff while regionally, Wolverhampton had the highest amount of respondents prepared to take technology over personal service with 33%. At the other end of the scale it was the 25 to 34 year olds who valued personal service the most with 45% of those questioned valuing human interaction more than technology in hotels.

Perhaps surprisingly it was not the millennial generation who topped the charts for better technology, it was the 35 to 44 year old age group who were most in favour of swapping personal service for technology (13%), compared to just 7% of 18 to 24 year olds.

Paul Connelly, Beacon Managing Director, said: “We work with over 2,000 companies in the hospitality industry to help them provide a better service to their hotel guests and more efficient technology solutions. Whilst we’re of course in favour of innovation in this market and adapting to meet the needs of the modern hotel guest, we also work with our customers to support them in providing excellent customer service. If self-service and technology is starting to be valued higher than staff and personal service then it could mark the start of a significant change for the hospitality industry.”

Other insights from the research showed that when it came to what is in the hotel room, over a quarter of respondents (26%) said they now expect a smart TV with the ability to stream video as standard, while 54% expect at least a 42” screen and plenty of plug sockets for their chargeable devices – 2% of Brits bring five or more along for a weekend away!

With so much technology becoming part of a standard stay perhaps it is not surprising that 25% also admitted to not getting a good night’s sleep at a hotel, which gets worse if you are female with 30% saying they struggled to sleep well.  The generation that slept the best were the 55 plus with 46% not having a problem at bedtime.

For more information about Beacon please visit www.beaconpurchasing.co.uk or follow Beacon on Twitter @Beacon_YPP.