High expectations of today’s hotel guests: demand of the future is already here

A study published in the International Journal of Contemporary Hospitality Management revealed a compelling insight: just a 1% increase in guest satisfaction can lead to a 1.42% increase in revenue per available room (RevPAR).

Naturally, these elevated expectations present a significant challenge for hoteliers. Meeting them requires more than dedication, it calls for innovative thinking, strategic planning, and a willingness to invest in the right technologies and solutions.

Still, those who rise to the occasion don’t just win happier guests. They gain a lasting competitive edge and strengthen the long-term stability of their business.

What today’s guests expect from hotel services

The demand for personalized experiences

Today’s guests want more than standard service; they want a stay tailored to their individual preferences and lifestyle. Increasingly, travelers are seeking experiences that reflect their personal needs and expectations, including:

• flexible room options,
• diverse, customizable dining choices,
• added services and direct, meaningful communication with the hotel.

True personalization requires a deep understanding of guest habits and preferences. By collecting and analyzing data from both past and current visitors, hoteliers can craft experiences that feel individually designed.

The challenge? Delivering this level of attention without significantly increasing costs or staff workload.

To achieve high-level personalization, hotels need to invest in:

• the right resources,
• properly trained staff,
• and smart technology that not only gathers data but transforms it into actionable insights.

Expectations for smart, seamless technology

The hospitality industry is rapidly embracing digitalization, and for good reason. Modern guests expect a smooth and streamlined stay, powered by intuitive digital tools.

• 70% of hoteliers are planning to digitalize their hotel information,
• 57% are implementing digital check-in and check-out solutions.

These efforts reflect what guests now consider standard. A 2024 survey published in the U.S. Sun revealed that 79% of guests are willing to stay in hotels that offer faster, tech-enabled processes.

Digital innovation is no longer a nice to have. It’s a core expectation - and a critical lever for delivering exceptional guest experiences.

Guests expect instant access to information and effortless digital communication.

Today’s travelers expect their hotel to meet them where they are - on their devices. They want the freedom to handle everything quickly, efficiently, and with minimal friction. That includes:

• mobile check-in and check-out,
• smart room controls,
• contactless payments,
• and on-demand access to hotel services via mobile apps.

While these features are already standard across major hotel chains, smaller properties often struggle to keep up. Why? Because the investment required to implement such digital solutions can be significant.

On average, the costs of hotel digital transformation range from $100,000 to $500,000, depending on the property's size and the complexity of the technology involved.

These costs typically include:

• software purchases,
• hardware installation,
• staff training,
• and ongoing system maintenance.

Smaller hotels, in particular, face tight budgets and a shortage of in-house digital expertise, which limits their ability to invest in and operate advanced systems. Staying competitive is a challenge - and maintaining systems with continuous updates only adds to the pressure.

The expectation of instant responses and always-on availability

Today’s guests don’t just want a smooth check-in. They want fast, helpful responses - anytime, day or night.

Whether it’s a simple question or a service issue, timely and effective communication builds trust. Even when mistakes happen, a personalized and empathetic response can turn a negative experience into a reason to return.

A quick, automated thank-you message after a stay also increases the chances that guests will leave a positive review online.

With the growing use of digital communication channels like:

• email,
• websites,
• social media,
• and in-app messaging,

real-time responsiveness is no longer a bonus - it’s a baseline expectation.

Guests want to feel supported and connected, which can be challenging with limited staff.

Today’s travelers expect the reassurance of personal attention—the feeling that someone is always there for them. But for hotels with limited staff, delivering this sense of continuous support is far from easy.

Monitoring multiple communication channels and consistently maintaining service quality can be overwhelming. Without the right tools and resources, response times may suffer - creating a negative impression that could lead to poor reviews.

The digital skills gap among hotel staff

To meet the expectations of modern guests, hotel teams need more than hospitality expertise. They need to be comfortable navigating digital tools and communicating across multiple platforms.

Hotels currently invest 2% to 5% of their annual revenue in staff training — with a growing share dedicated to digital skills development.

Still, many hotels struggle with a lack of digital proficiency among their team members. This gap directly impacts their ability to adapt and manage new technologies, leading to:

• slow integration of new solutions,
• difficulty adapting to digital trends,
• reduced competitiveness in a fast-evolving market.

Digital training is essential — but often expensive and time-consuming. For hotel managers, the challenge lies in equipping their staff to confidently use the tools that guests now expect as part of a modern, connected experience.

Financial barriers to tech adoption

For smaller hotels or those operating on lean budgets, investing in advanced technology can feel out of reach.

The upfront and ongoing costs of digital infrastructure often reduce hoteliers’ willingness or ability to innovate.

Take property management systems (PMS), for example. The average implementation costs range from:

• $10,000 to $60,000, depending on the hotel’s size and needs,
• with 15% to 20% of those initial costs required annually for maintenance and updates.

This financial pressure can limit progress unless hoteliers can find scalable, cost-effective solutions that deliver real value without breaking the bank.

Hotels investing in guest-facing technologies, such as mobile check-in/check-out and in-room tablets, can expect:

• initial costs between $20,000 and $100,000
• annual maintenance costs amounting to 10% to 15% of the initial investment

Although these investments improve the guest experience and increase operational efficiency, they remain a significant financial challenge for many hotels.

How to meet the needs of even the most demanding guests?

Implementing advanced technology

The global hotel industry is expected to invest approximately $12.5 billion in technology by 2025, with an average annual growth rate (CAGR) of 8.7% since 2020.

Despite the significant financial commitment required for digitalization with modern equipment, it brings many advantages.

• Seamless user experience. Digital solutions, such as a mobile guest app that allows guests to check in and out, request room service or housekeeping, and order hotel services using contactless payment methods, are becoming standard in top-tier hotels. According to Hotel Technology News, guests staying in hotels with mobile digital solutions rate their experience on average 22% higher than guests in hotels without such solutions.
• Reduced wait times and faster response rates. Advanced technologies like chatbots and artificial intelligence enable the quick handling of guest requests. Hotels that have introduced chatbots to assist guests have reduced response times by 33%, leading to increased guest satisfaction.
• Process automation. The use of guest apps automates and simplifies processes for accommodation providers. The app also automates certain services, such as reservations or orders, and helps optimize staff workflows in the hotel. Since guests can handle these tasks themselves, the app directly reduces the need for additional staff. The app is your digital team member.

Service personalization based on guest preferences

As many as 76% of guests are more inclined to stay at hotels that offer personalized services.

Advanced customer relationship management (CRM) systems enable the collection and analysis of guest data, helping hoteliers understand individual preferences. Based on this data, hotels can offer personalized services such as room temperature settings, pillow selection, or specific dietary requirements.

To meet high guest expectations around personalization, hotels often invite guests to share their preferences before arrival.

Using reservation management apps, hotels can gather data about guest needs, such as:

• preferred room selection
• dietary preferences
• custom amenities for individual guests

This allows hotels to personalize their services before the guest even checks in, ensuring the experience is tailored and unique from the very beginning.

Personalization often continues during the stay. Guests are kept informed about special offers or activities based on their previous choices. This creates a sense of being valued and cared for, which increases satisfaction and long-term loyalty to the hotel.

Staff training in digital skills

One of the key steps to meeting high guest expectations is training staff to use new technologies.

Hotels with digitally skilled teams report a 15% increase in operational efficiency and a 10% reduction in labor costs.

To stay competitive, it is essential that hotel staff have sufficient digital knowledge to manage communication channels and technologies effectively.

Organizing regular training sessions where employees learn to operate digital tools enables effective use of the solutions guests now expect.

Investing in content-rich digital promotion

Hotels that have implemented comprehensive digital marketing strategies, including social media engagement and online advertising, have recorded a 20% increase in direct bookings and a 15% growth in total revenue.

Digital presence is essential for attracting modern guests, who are constantly connected online.

A website and active presence on Instagram, Facebook, and TripAdvisor help boost visibility.

Content such as:

• hotel photos
• travel tips
• recommendations for local events
• culinary experiences

significantly contribute to the hotel’s digital image and create an appealing experience for potential guests.

Promoting hotel services is not limited to posting photos. It can also include diverse content such as travel tips, local event recommendations, or showcasing culinary experiences in the hotel’s restaurant. This approach strengthens the hotel’s brand and positions it as a provider that offers more than just basic services. It builds guest trust even before their arrival.

Adapting pricing strategies and special offers

Given the high expectations of modern guests, it is important to align pricing strategies with special packages or added benefits.

Guests can be easily informed about special deals, upgrades, or services, enhancing their experience.

Using data analytics allows for price adjustments based on seasonal demand, holidays, or special events.

Implementing dynamic pricing, which adjusts room rates in real time based on current market demand and other external factors, enables hotels to maximize revenue by offering competitive prices that reflect the present market conditions.

Summary

The high expectations of modern guests demand continuous adaptation and innovative solutions from hoteliers. To meet the standards guests expect, it is crucial to implement advanced technologies, such as Nevron Mobile, which simplifies communication and enhances the overall guest experience.

Equally important are:

• service personalization
• digital training for staff
• expanded digital promotion
• process automation

By combining these approaches, hoteliers not only meet guest expectations but also build a long-term competitive advantage in a fast-evolving industry.