RESEARCH PROJECT

"Role of technology in enhancing the guest

experience in Hotels”

DR. ANSHU SINGH

SENIOR LECTURER,
Institute of Hotel Management Catering &
Nutrition, Pusa, New Delhi

Rohan William
2041117221
B.SC Hospitality & Hotel Administration
2020-2023
 Institute of Hotel Management Catering & Nutrition,
Pusa, New Delhi

INTRODUCTION
Technology has become an integral part of our lives and has impacted various
industries, including the hospitality industry. The use of technology in hotels has
significantly enhanced the guest experience by providing convenience, personalised
services, and efficient operations. One of the most significant impacts of technology
in hotels is the ability to offer guests a personalised experience. Hotels can now use
data and analytics to understand guest preferences and tailor their services
accordingly. For example, hotels can offer guests customised packages based on
their preferences and past behaviour.

Moreover, technology has revolutionised the check-in and check-out processes.

Guests can now use self-check-in kiosks, mobile check-ins, and digital keys to
access their rooms, eliminating the need for long queues at the reception.
Additionally, hotels can use digital platforms to communicate with guests, enabling
them to make requests and offer feedback in real-time. Technology has also made it
easier for hotels to provide guests with a range of services and amenities. For
example, guests can use in-room tablets to order room service, request
housekeeping services, and access entertainment options. Hotels can also use
technology to enhance their dining experiences by offering digital menus, ordering,
and payment systems.

Another important aspect of technology in hotels is the ability to improve operations

and efficiency. Hotels can use technology to manage inventory, automate processes,
and reduce costs, ultimately providing a more seamless and efficient experience for
guests. Overall, the role of technology in enhancing the guest experience in hotels
cannot be overstated. With the use of technology, hotels can offer personalised
services, efficient operations, and convenience, ultimately improving the guest
experience and driving customer loyalty.

Past Scenarios -
The role of technology in enhancing the guest experience in hotels has evolved
significantly over the years. In the 1990s, hotels began replacing traditional metal
keys with electronic keycards that guests could use to access their rooms. This
technology not only provided a more secure way to access rooms but also made the
 check-in process faster and more efficient. With the advent of the internet, hotels
began offering online booking, which allowed guests to book rooms directly through
the hotel's website. This technology provided guests with greater convenience and
control over the booking process.

In recent years, hotels have increasingly adopted mobile technology to enhance the
guest experience. For example, guests can now use mobile apps to check-in, order
room service, and access hotel amenities such as the fitness centre or pool. Overall,
the role of technology in enhancing the guest experience in hotels has evolved from
simple improvements in efficiency and security to more sophisticated technologies
that provide greater personalization and control to guests.

Present Scenario -
The role of technology in enhancing the guest experience in hotels continues to
evolve rapidly in the present day. In response to the COVID-19 pandemic, many
hotels have implemented contactless check-in procedures using mobile apps or
self-service kiosks. This technology allows guests to check-in and access their
rooms without interacting with hotel staff or touching shared surfaces. Some hotels
have begun introducing voice-activated assistants in guest rooms, such as Amazon's
Alexa or Google Assistant. These devices allow guests to control various aspects of
their room using voice commands, such as adjusting the temperature, ordering room
service, or requesting housekeeping services.

Some hotels are using robotics to enhance the guest experience. For example,
hotels can use robots to deliver room service orders or to assist with housekeeping
tasks.
Some hotels have begun introducing smart room technology that allows guests to
control various aspects of their room using voice commands or mobile apps. This
technology provides guests with greater control over their environment and can
enhance the overall guest experience. Hotels are starting to use AI to personalise
the guest experience by analysing guest data and providing personalised
recommendations and services. For example, some hotels are using AI-powered
chatbots to provide guests with real-time assistance and support.

Objectives -
● To find how technology improves guest experience in the hotels.
● To find out the guest preference on the basis of the use of technology in the hotels.
● To find out the guest needs with the change in time.

Significance of the Research -

● It is expected to achieve the following goals by the end of this research-
● The data and study will be used to contemplate the effects of technology on the
guests.
● The study will sho w us how the guests of different segments choose the hotels as
and when needed according to the use of technology.
● The research will also portray the role of innovation in technology in the hotel
industry.
● The study will also show us how technology affects guest loyalty.
 REVIEW OF LITERATURE
1. Bharwani;Mathews (2021), did a research on the topic Techno-business strategies
for enhancing guest experience in luxury hotels: a managerial perspective to show
the understanding techno-based strategies deployed by the hospitality industry by
exploring the emerging technological product and process innovations that are
actively being used in the hospitality space to deliver enhanced guest experiences. It
also gained perspective about the challenges of technology adoption faced by the
Indian luxury hotels that have traditionally been driven by high-touch, unscripted and
personalised service.
Souce:
https://www.emerald.com/insight/content/doi/10.1108/WHATT-09-2020-0121/full/html

2. Tung;Au (2018), did a study on the topic Exploring customer experiences with
robotics in hospitality wherein the purpose of this study was to explore consumer
reviews with robotics based on the five dimensions for evaluating user experiences
(i.e. embodiment, emotion, human-oriented perception, feeling of security and
co-experience), as derived from research in human-robot interactions (HRI). The
study first reviews the five dimensions for evaluating user experiences in HRI and
then analyses user experiences with robotics at four hotels (i.e. Yotel New York, Aloft
Cupertino, Henn-na Hotel Japan and Marriott Residence Inn LAX) based on reviews
on TripAdvisor, Agoda, Yelp and Booking.com.
Source:
https://www.emerald.com/insight/content/doi/10.1108/IJCHM-06-2017-0322/full/html

3. Piccoli;Luin;Grun (2017), studied The impact of IT-enabled customer service

systems on service personalization, customer service perceptions, and hotel
performance wherein the authors highlighted on service personalization critical in
allowing a hotel to differentiate its service, information system enhancing the
efficiency of the service personalization process, the signifiers improving preference
solicitation in hotel personalization services, service personalization enhancing hotel
guests' evaluation on service and value, and IT-enabled service systems changing
the dynamic of guest relationship with the hotel.
Source: https://www.sciencedirect.com/science/article/abs/pii/S026151771630156X

4. Molina;Saura;Valazquez (2010), studied on the topic Does technology make a

difference? Evidence from Spanish hotels where they stated that hotels have widely
adopted computers and the Internet for the internal processes as well as in their
relationships with their providers and customers. While some ICT solutions were
common in hotels regardless of their category, others may differentiat e across
upscale hotels and those of inferior level. This study identified the most
discriminating Information and communication technologies (ICTs) solutions across
3-, 4-, and 5-star hotels, and discusses their potential for improving efficiency and
 service quality. In particular, digital technology, loyalty programs, and ambient
intelligence are some of the most differentiating technologies, which may be
implemented by 3- and 4-star hotels to improve the perceived quality of their
processes and services.
Source: https://link.springer.com/article/10.1007/s11628-010-0098-y#Abs1

5. Lukanove;Ilieva (2019), did a research in the topic Robots, Artificial Intelligence,

and Service Automation in Hotels wherein the paper presented a review of the then
current state and potential capabilities for application of robots, artificial intelligence
and automated services (RAISA) in hotel companies. A two-step approach was
applied in this study. First, the authors made a theoretical overview of the robots,
artificial intelligence and service automation (RAISA) in hotels. Second, the authors
made a detailed overview of various case studies from global hotel practice. The
implications of the study were related to the improvement of operations and
operational management, marketing and sales, enhancement of customer
experience and service innovation, training and management.
Sources:
https://www.emerald.com/insight/content/doi/10.1108/978-1-78756-687-320191009/f
ull/html

6. Kim;Huh;Song and Li (2021), studied How can hotel smartphone apps enhance
hotel guest experiences? An integrated model of experiential value where the
authors investigated the relationships among the experiential value of hotel apps, the
cognitive and affective evaluation of hotel apps users, hotel apps users’ satisfaction
and their endorsement for the hotel apps. Specifically, this study examined the
relationships that enhance hotel guests’ experiences through hotel apps. The
measurement items were developed through extensive literature review. This study
used a web-based survey to test an integrated model of the experiential value. With
a total of 320 usable samples, partial least squares structural equation modelling
was carried out to identify key “driver” constructs and validate the proposed model.
Source:
https://www.emerald.com/insight/content/doi/10.1108/JHTT-07-2020-0176/full/html

7. Lee;Barker;Kandampully (2003), studied the topic Technology, service quality, and

customer loyalty in hotels: Australian managerial perspectives and they studied how
companies are embracing the use of modern technologies to enhance the services
they offer and to gain customer loyalty. They objected to stay in the forefront of the
day’s marketplace and to improve service, efficiency, and profitability. The hospitality
industry has transformed itself into a global industry, and, as one of the largest
industries in the world, it serves as an excellent example of an industry that has
transformed itself in response to changes in customer requirements and demands.
Continuous technological developments and their adoption in the hospitality industry
have provided numerous opportunities and challenges.
 Source:
https://www.emerald.com/insight/content/doi/10.1108/09604520310495886/full/html

8. Buhalis;Moldavaska (2021), did a study on In-room Voice-Based AI Digital

Assistants Transforming On-Site Hotel Services and Guests’ Experiences where
they analysed the role of voice devices for mediating interactions between hotels and
guests from both the hospitality technology providers’ and guests’ perspectives. This
was done by means of inductive qualitative research using 28 semi-structured
interviews. The findings revealed that benefits associated with the application of
voice-based digital assistants in hospitality outweigh the drawbacks for both hotels
and guests. The paper proposes a model which illustrates the essence of
speech-based interactions between hotels and guests via voice assistants. This
concept contributes to human-computer interactions in the hotel industry.
Source: https://link.springer.com/chapter/10.1007/978-3-030-65785-7_3

9. Ham;Kim;Jeong (2005), researched on the topic Effect of information technology on

performance in upscale hotels where the research sample consisted of employees of
13 five-star hotels and eight four-star hotels in Seoul, Korea. The subjects of this
study were hotel employees with defined levels of experience in the current work
environment. Previous studies focused on hotel guest perceptions as the basis for
the study. However, due to hotel employee's extensive involvement in implementing
IT applications to improve the performance of the hospitality organisation, hotel staff
rather than hotel guests. This study was intended to determine the effect of IT usage
on the performance of upscale hotels in four distinct service areas, which have
implemented IT to achieve their goals in lodging operations. In order to achieve the
study purpose, the following analyses were conducted. First, descriptive analyses of
the data were conducted for all variables. Second, factor analyses were utilised to
derive the dimensions of the respondent hotels’ IT applications usage level and the
performance.
Source:
https://www.sciencedirect.com/science/article/abs/pii/S0278431904000714#preview-
section-introduction

10. Shin;Jeong (2022), conducted a study titled Redefining luxury service with
technology implementation: the impact of technology on guest satisfaction and
loyalty in a luxury hotel where they explored the impact of luxury hotel brands’
technologies on guests’ perceived value enhancement and its consequences, this
study aims to examine how task–technology fit (TTF) and luxury–technology fit (LTF)
affect luxury hotel guests’ perceived value enhancement, satisfaction and brand
loyalty. A scenario-based online survey was conducted with existing and potential
luxury hotel guests. The relationships among TTF, LTF, value enhancement,
satisfaction and loyalty were examined using partial least square structural equation
modelling. Moreover, the respondents were asked their preferred service agent
(human staff vs technology) in a luxury hotel to further understand luxury hotel
 guests’ perception toward technological services in a luxury hotel setting. The results
reveal that both TTF and LTF have significant impacts on the luxury hotel’s value
enhancement, and the impacts of TTF and LTF on value enhancement are
moderated by the guests’ technological optimism. The findings of this study suggest
that the luxury hotel brands must consider the fit between the image of their brand
and the technology to increase guests’ perceived value enhancement, satisfaction
and loyalty.
Source:
https://www.emerald.com/insight/content/doi/10.1108/IJCHM-06-2021-0798/full/html

11. Nguyen;Quach;Thaichon (2021), did a study entitled The effect of AI quality on

customer experience and brand relationship in which they examined the influence of
AI on the customer experience of flow, customer-brand identification and customer
advocacy. In addition, it suggested that employee responsiveness moderates the
effect of AI quality on flow and customer-brand identification. A paper-based survey
was used to collect data from 350 guests from hotels in Vietnam. The findings
indicated that AI information currency and system flexibility are significantly related to
flow whereas AI system timeliness was the only dimension that significantly affects
customer-brand identification. Flow and customer-brand identification significantly
mediates the relationship between AI quality and customer advocacy. Besides, as
the level of employee responsiveness decreases, the effect of AI system reliability on
customer-brand identification is more significant. This study extended the current
body of knowledge in relation to the role of AI in the development of service
experience and the relationship between customers and an organisation. The
findings make a compelling case for hotels to invest in AI tools in order to respond to
customer expectations and improve their perception of hotel services.
Source: https://onlinelibrary.wiley.com/doi/abs/10.1002/cb.1974

12. Margarido;Freire (2015), did research on the topic The impact of technological
amenities on customer experience in upscale hotels where the literature review
showed that not all the technological amenities implemented in hotels have been
appreciated by guests. Since technological items change rapidly over time, the
purpose of this study was to analyse the impact of current technologies and to
assess the potential of the latest technologies on customer experience. This study
employed a two-step approach. In the qualitative phase an analysis of Portuguese
upscale hotel websites was made as well as two interviews with hotel managers. In
the quantitative stage a questionnaire was developed for hotel guests, generating a
sample of 310 valid responses. The results revealed that Internet access was the
most important technology for both leisure and business travellers. The majority of
respondents would like to add new technologies or change some of the existing ones
for new technologies in order to improve their experience. The results also
demonstrate that installing specific new technology can have a significant effect on
enhancing guest experience.
Source: https://repositorio.iscte-iul.pt/handle/10071/11530
13. Pelet;Lick;Taieb(2021), conducted a quite unique research on The internet of things
in upscale hotels: its impact on guests’ sensory experiences and behaviour wherein
they tried to bridge the gap between sensory marketing and the use of the internet of
things (IoT) in upscale hotels. This paper aimed to investigate how stimulating
guests’ senses through IoT devices influenced their emotions, affective experiences,
eudaimonism (well-being), and ultimately, guest behaviour. The authors examined
the potential moderating effects of gender. Research conducted comprised an
exploratory study, which consisted of interviews with hotel managers (Study 1) and
an online confirmatory survey (n = 357) among hotel guests (Study 2). The results
showed that while the senses of smell, hearing and sight had an impact on guests’
emotions, the senses of touch, hearing and sight impacted guests’ affective
experiences. The senses of smell and taste influenced guests’ eudaimonism. The
sense of smell had a greater effect on eudaimonism and behavioural intentions
among women compared to men.
Source:
https://www.emerald.com/insight/content/doi/10.1108/IJCHM-02-2021-0226/full/html

14. Kabadayi;Ali;Choi;Joosten and Lu (2019), researched on the topic Smart service

experience in hospitality and tourism services: A conceptualization and future
research agenda where they offered a discussion, definition and comprehensive
conceptualization of the smart service experience, i.e. the way guests and customers
in hospitality and tourism experience and value the use of personalized and
pro-active services that the intelligent use of data and technology enable. Based on
prior research on service experience, smart services and the differences between
regular and smart services, this paper developed a conceptual framework in which
the smart service experience is the central construct. The characteristics of smart
services (the intelligent, anticipatory, and adaptable use of data and technology)
permit customers to experience services that previous conceptualizations of the
service experience could not capture. The smart service experience provides
empowerment, a seamless experience, enjoyment, privacy and security, and
accurate service delivery. The paper also discussed challenges that service firms
face in employing smart services, and proposes a future research agenda.
Source:
https://www.emerald.com/insight/content/doi/10.1108/JOSM-11-2018-0377/full/html?f
bclid=IwAR

15. Khan;Khan (2009), conducted a research on How technological innovations extend

services outreach to customers: The changing shape of hospitality services
taxonomy. In this they seekeed to deal with an exploratory analysis of the impact of
technological innovations on the extent of outreach of hospitality services to
customers. After a review of several hospitality services, two factors were selected to
assess their outreach to customers: location of service provider; and direct or indirect
service delivery mode.Findings led to the recommendations for service innovations,
 location of desired markets, and providing services to customers at near and far
locations. Service providers and marketers can benefit by utilizing innovative
technology suitable for reaching their selected target customers.
Source:
https://www.emerald.com/insight/content/doi/10.1108/09596110910967773/full/html

16. Lui;Hung (2018), studied and researched towards Understanding Self-service

Technology in Hotels in China: Technology Affordances and Constraints in which,
they had four focus group discussions followed by fifteen in-depth interviews to
explore the potential opportunities and how hotels would be held back when applying
SST, based on Technology Affordances and Constraints Theory (TACT). The findings
revealed that by applying SSTs, hotels can save cost, increase efficiency, improve
hotel image and enhance customer experience. Self-service technology constraints
consist of decreasing customer-to-hotel communication, requiring the ability of
customer, and failing to satisfy customer needs. The availability of affordances and
constraints are dynamic and related to the interaction between SSTs and hotels. The
conceptual framework enriches the knowledge of SSTs and provides supports for
TACT.
Source: https://link.springer.com/chapter/10.1007/978-3-030-05940-8_18

17. Luo;Xuan (2021), did a research on A Study on the Customer Experience Design
through analysing Smart Hotels in China wherein the study aimed to identify,
categorise and define the smart service experience at different touch points of the
customer experience. The concept and characteristics of the smart hotel were
examined based on existing research and literature. An analytical framework was
designed using smart experience factors and customer touch points of smart hotels.
Selected Chinese smart hotels were then examined under this framework. The case
analysis results show that the customer experience design of smart hotels has
developed to different degrees, in terms of interactivity, personalization, accessibility,
information and privacy security. Based on the above findings, this article suggests
that the design of smart hotels should use integrated data to further enhance
personalised service experience.
Source: https://koreascience.kr/article/JAKO202111037333535.page

18. Hwang;Seo (2016), researched on A critical review of research on customer

experience management: Theoretical, methodological and cultural perspectives
wherein they researched to provide a critical review of research on customer
experience management (CEM). The objectives are as follows. The paper first
introduces the concepts involved in CEM by identifying definitions and dimensions of
the customer experience. Second, the paper describes the evolution of CEM
research from a theoretical perspective in generic businesses and then in the
hospitality and tourism (H&T) sector. Third, the paper investigates the
methodological approaches used in CEM research and addresses the challenges in
measuring the customer experience. Fourth, this study addresses cultural issues in
 CEM research. The identification of gaps in CEM research in the general business
and H&T sectors leads the authors to consider directions for future research.
Managerial implications are also provided.
Source:
https://www.emerald.com/insight/content/doi/10.1108/IJCHM-04-2015-0192/full/html

19. Bharwani;Mathews (2016), researched on the topic Customer service innovations

in the Indian hospitality industry wherein The research aimed at evolving a typology
of customer-centric hospitality innovations. It attempts to explicitly capture the
intrinsic DNA of hospitality innovations in the Indian context by exemplifying the
typology posited with customer service innovations adopted by contemporary
hoteliers that provide new ways of managing and enhancing customer experience.
This study was based on primary research through qualitative interviews conducted
with select hospitality professionals, supplemented by secondary research in the
form of a review of academic literature, as well as other secondary data sources
such as company websites and travel websites which shed light on customer service
innovations in the Indian context.
Source:
https://www.emerald.com/insight/content/doi/10.1108/WHATT-04-2016-0020/full/html

20. Munjal;Singh (2021), did a research titled Conclusion: going digital is the only way
forward for the Indian tourism and hospitality industry in which the authors tried to
review and summarise the theme issue outcomes in relation to the strategic
question: How is the hospitality and tourism industry in India responding to the
dynamic digital era? This paper draws on the findings of the theme issue contributors
to identify the response of the Indian hospitality and tourism industry towards the
rapid pace of digitization and use of technology. The summary highlights the
research on various facets of digital push with respect to marketing of products and
services, role of data analytics, use of technology tools in operations to impact
customer experience. It has implications for industry practitioners, researchers and
policymakers.
Source:
https://www.emerald.com/insight/content/doi/10.1108/WHATT-09-2020-0119/full/html

RESEARCH METHODOLOGY
Location –
The research will be done in Delhi - NCR.

Sample Size –
The data collection will be done on a set of 100 people.
 Duration – 1 month.

Tool And Techniques –

Some of the tools that were used to do the research are physical data collection in
the form of a questionnaire. The questionnaire was circulated to get the opinion of
the mass.
Expected Results -
● Get to know the guest response towards the changing innovations in the hotel
industry.
● Guest preference level depending upon the level of technical soundity of the hotel.
● Brief introduction of self check in kiosks.
● Get to know the general point of view of people towards experimental approaches in
the guest service industry.