Posted on April 16, 2019 by staff

Travellers want to go digital, says new research


A survey from Edinburgh-based hospitality firm Criton has suggested travellers want to go digital.

The online survey of over 3,6000 people showed a growing appreciation of travel apps, with over half (53 per cent) said they had at least one hotel app on their phone, and 74 per cent said they would use one if their favourite hotel had an app.

62 per cent said they used an accommodation app regularly, such as Airbnb.

The opportunity to check-in via an app and access their hotel room via a digital door key was warmly received with 58 per cent likely or very likely to want this technology, as 68 per cent said it was unacceptable to queue at reception for longer than five minutes.

Reflecting on the results of the survey, Julie Grieve, founder and CEO of Criton, said: “Increasingly, today’s travellers are downloading apps that help them get around and stay connected with their hotel.

“That level of tech awareness or even dependency also raises expectations for information, guest services, such as check-in, digital key and offers and incentives to reward their loyalty.

“Respondents to the survey were people who travel regularly, with the majority opting for a mid-range hotel or accommodation.

“It is increasingly clear that adopting technology has to be seen as an imperative for all hospitality providers; it is not something purely for the major franchises.”