Reliance on technology is becoming increasingly important in the lodging industry as hotels begin to recognize how they can gain key competitive advantage with strategic technology investments. According to the latest report by Hospitality Technology3, 54% of hotels plan to increase their technology budgets for 2019, while only 8% plan to decrease.
However, cost continues to be the key barrier with technology adoption for many hoteliers, with nearly half of the small independent hotels surveyed indicating that technology investment decisions are based on affordability and value. In contrast, more than half of the chain hotels prioritize technology that seamlessly integrates with their existing systems.
"We're witnessing chain hotels place significant investments in technology, which opens the potential for a greater divide between properties that are not able to match those investments," said Ait Voncke, senior vice president, Expedia Group. "Technology has the power to level the playing field for hoteliers of all sizes. We continue to listen to our partners' needs and invest in how best to serve all our partners so even the smallest of properties can compete effectively and find opportunities to succeed."
Among the small independent hotels surveyed, 1 in 4 cited complexity as their biggest challenge when adopting technology, with 1 in 3 saying ease of use is a priority when evaluating solutions. To remove these barriers, Expedia Group is making enhancements to its platform so partners not only have the right resources whenever and wherever they need it, these solutions are delivered through intuitive and easy to use tools.
Recently, the company released new user-friendly features on Expedia Group Partner Central platform to further streamline everyday tasks and provide suppliers instant access to relevant information so they can make real-time, informed decisions. New, enhanced features include:
The study polled 1,215 global hotelier participants in July 2019 for a choice based study to determine how hotel properties are prioritizing their technology investment spend. The study leveraged Expedia Group's global hotelier panel in order to compare technology spending between chain hotels and small independent properties. Chain hotels are classified as properties self-selected as part of a chain affiliation or group of properties with more than 100 rooms, while small independent properties are classified as properties with no chain affiliation and 100 rooms or less.
Note to the editor: For more details about the research methodology, please visit our blog: discover.expediapartnercentral.com/power-of-tech.
1Chain properties: properties self-selected as part of a chain affiliation or group of properties with more than 100 rooms 2 Small independent properties: independent properties with no chain affiliation and 100 rooms or less 3 2019 Lodging Technology Study, Hospitality Technology
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