Why Are Many Hoteliers Hostile Towards Technology?


Many hoteliers exhibit a definite reluctance in the direction of adopting new applied sciences. This hesitance isn’t just a trivial resistance however a pervasive stance that may have an effect on all areas of operations, from visitor providers to back-end administration. The causes for this resistance are multifaceted and sometimes deeply ingrained within the tradition and operational material of the hospitality sector.

By exploring the explanations behind hoteliers’ hostility in the direction of expertise, we will higher perceive hoteliers’ challenges and establish options that would bridge the hole between present practices and the technological prospects that promise to boost effectivity and visitor satisfaction within the hospitality business.

Six causes for hostility

Let’s study six causes behind hoteliers’ hostility towards adopting new expertise, offering an in depth understanding of every concern. Many of these are based mostly on my expertise managing lodges.

1. Previous Disappointments

Hoteliers who’ve beforehand invested in expertise that did not ship its guarantees are possible skeptical about new technological options. Vendors generally overpromise the capabilities of their programs, resulting in expectations that aren’t met. This mismatch between anticipated and precise efficiency may end up in monetary losses, operational disruption, and a basic distrust of comparable applied sciences, making hoteliers cautious of additional investments.

When I used to be managing just a few lodges, we had just lately opened a brand new resort, and the occupancy forecast for the subsequent few months was round 65%. However, after a while, we noticed visitors not displaying up as anticipated. We contacted the PMS vendor for help, they usually acknowledged that the reserving information within the system was unreliable they usually couldn’t assist us. I started trying to find different distributors and put in a lot effort to create an in depth specification of our necessities. Several distributors reviewed the specs and knowledgeable us they could not meet our wants. However, one vendor promised to ship all the pieces we wanted, which was a false declare. While the brand new system resolved the on-the-books difficulty, it had different crucial flaws. Another disappointment got here just a few years later when the seller launched a brand new model of their system that wanted a complete reconfiguration and guide entry of all reservations. Many of these legacy PMSs additionally required quite a lot of coaching, which led to solely a fraction of the features getting used after some time when the workers turnover had gone full circle.

2. Clunky Old Systems vs. Lack of Functions in New Systems

Many lodges function on legacy programs which might be deeply built-in into their operations. These programs, whereas outdated, are acquainted to the workers and are perceived as dependable regardless of their inefficiencies. On the opposite hand, new programs might supply smooth interfaces and promise integrations however usually lack crucial functionalities particular to the resort’s distinctive wants. This creates a scenario the place neither the outdated nor the brand new programs present an ideal resolution, resulting in frustration and reluctance to transition. In many circumstances, the seller ceases to help an older model of their system and forces the resort to improve or change to a brand new system. Often, the brand new system lacks important features, however a resort can at all times bridge the issues through the use of Excel to unravel these issues briefly. I’ve been pressured to make use of Excel for crucial features a brand new system couldn’t present.

3. Lack of Industry-Specific Knowledge

A typical criticism amongst hoteliers is that expertise distributors lack a deep understanding of the hospitality business. As a end result, the technologically superior options don’t align with the particular wants of lodges. Features developed may deal with basic enterprise wants however miss the nuances of resort operations, similar to multi-property features, a well-thought-out price construction, group administration, complicated reserving necessities, and integration into distribution channels. This disconnect discourages hoteliers from adopting new applied sciences that don’t exactly deal with their issues. The lack of business data can also be an issue throughout the business. How many hoteliers have detailed the visitor journey and assessed all of the steps to steadiness visitor expectations and operational validity? A latest debate amongst hoteliers revolves round using expertise within the check-in/check-out course of. To design the visitor journey successfully, it’s obligatory to include expertise to boost the visitor expertise whereas sustaining human interplay in areas the place it could make a big distinction.

4. Time and Resource Constraints

Implementing new expertise is a big endeavor that requires time, monetary assets, and a shift in enterprise processes. Many hoteliers function with tight schedules and budgets, making it difficult to allocate the required assets for a large-scale tech implementation, even when it guarantees future advantages like income development and better earnings. The fast disruption and the long-term dedication required usually function deterrents. The technique of implementing a brand new system is a prolonged one which includes a number of steps. It all begins with figuring out the issue {that a} new system will remedy. Then, the specs and use circumstances are documented, distributors are researched and met, a vendor is chosen, a contract is negotiated, technical implementation is carried out, and the customers are skilled and coached. Planning is essential for a profitable implementation, however usually, hoteliers do not have sufficient time to create a complete plan.

5. Loss of Control and Transparency

New applied sciences have the potential to automate visitor interactions and streamline operations, however some hoteliers might really feel that digitizing processes means dropping private contact with their visitors and staff. They can also fear that elevated transparency can expose operational flaws or gaps in service that managers may want to handle privately. These issues can result in a perceived lack of management over the enterprise and should add to the resistance to adopting new applied sciences.

6. Complexity and Training Demands

New and superior expertise options might be troublesome to be taught. These programs are sometimes complicated and should overwhelm workers and visitors, necessitating in depth coaching and adaptation. The want for coaching may end up in further prices and resistance from staff who’re used to established workflows. Furthermore, if the expertise just isn’t user-friendly, it may end up in low adoption charges and adverse visitor experiences. There appears to be a battle between distributors, builders, and hoteliers. To perceive the difficulty, take a look at Steve Jobs’ philosophy of making intuitive programs with restricted pointless features. This method resonates with resort visitors and hoteliers. On the opposite hand, distributors observe Bill Gates’ philosophy of constructing programs with all of the performance they will consider, even when no one will ever use them. A superb instance is the check-in and check-out kiosks, that are too complicated and time-consuming, making guide check-in and check-out quicker and simpler. Today, when the eye span is getting shorter and shorter, programs utilized by resort visitors and hoteliers should be very simple to make use of, particularly since visitors not often use the system greater than a few instances, and a excessive turnover price amongst resort workers requires a quick onboarding.

By addressing these issues instantly and providing options tailor-made to the hospitality business’s particular wants, expertise distributors might help bridge the hole between hoteliers’ operational necessities and the advantages of recent tech options. This method might mitigate hostility and enhance the adoption charges of latest applied sciences within the resort sector.


Hoteliers’ reluctance to undertake new applied sciences is rooted in reliable issues that stem from previous experiences, operational challenges, and the complexity of integrating new programs. However, the evolving calls for of the hospitality business and the simple benefits of recent expertise make it crucial that hoteliers rethink their stance on expertise adoption. By addressing the particular wants and issues of the business, expertise suppliers and hoteliers can work collaboratively to beat boundaries and leverage expertise to boost operational effectivity, visitor satisfaction, and, finally, profitability.

Key Takeaways

  1. Build Trust Through Demonstrable Results: Hoteliers want assurances based mostly on confirmed success, not simply guarantees. Vendors ought to present trial durations, case research, and clear communication to construct confidence of their options.
  2. Demand Tailored Solutions: Technology should cater particularly to the wants of the hospitality business. This consists of customization choices that align with resort operations and deal with particular challenges distinctive to lodges.
  3. Plan for Gradual Implementation: Technology adoption must be applied in phases with full help and satisfactory coaching to attenuate disruption. This permits for smoother transitions and higher integration into every day operations.
  4. Foster Collaboration Between Developers and Hoteliers: Continuous suggestions loops and collaboration throughout product growth can be sure that the expertise serves its supposed function successfully and meets the nuanced wants of hoteliers.
  5. Emphasize Simplicity and Usability: Systems must be intuitive and straightforward to make use of, requiring minimal coaching in order that workers and visitors can adapt rapidly with out frustration.
  6. Secure and Maintain Control: New applied sciences should improve fairly than diminish hoteliers’ management over their operations. Ensuring information safety and offering customizable options that enable hoteliers to retain important oversight are important features in any resort system.

By addressing the underlying causes of technological resistance throughout the hospitality business, hoteliers and expertise suppliers can forge a path towards profitable technological integration. This improves the operational features of resort administration and enhances the general visitor expertise, resulting in sustained development and profitability in a aggressive market.

Read extra weblog posts about resort administration, advertising, gross sales, and income administration right here: https://www.demandcalendar.com/blog.

About Demand Calendar

Demand Calendar is a resort administration platform designed for impartial lodges and resorts. Its fundamental goal is to align all group members in the direction of a typical purpose whereas offering prime administration entry to important information in a single streamlined system. This allows each administration group throughout all lodges to work in excellent alignment, driving superior productiveness and profitability. With Demand Calendar, you possibly can guarantee long-term, constant earnings on your stakeholders whereas sustaining an edge via data-informed selections, common efficiency monitoring, and the synergy of managing your complete resort portfolio. The platform affords superior advertising, gross sales, and income administration instruments, options that considerably simplify reporting, computerized information assortment, and functionalities that make resort groups’ duties smoother and extra environment friendly.

Anders Johansson
Demand Calendar AB


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