2016年酒店服务业愿景研究报告（英文版）-1mb

Zebra Hospitality Vision Study 2016 Summary

Core Content

The Zebra Hospitality Vision Study 2016 provides an in-depth analysis of the evolving expectations and technological integration in the hospitality industry. It includes insights from both hotel/resort executives and travelers, highlighting how technology is reshaping the guest experience and the strategic priorities of the industry.

Main Trends

• Technology Integration: The hospitality industry is increasingly adopting high-tech solutions to provide a seamless, personalized and convenient guest experience.
• Mobile Technology: Smartphones are becoming the primary interface for guest interactions, with 92% of guests carrying a smartphone and 40% using hotel apps.
• Personalization: Personalized interactions and offers are highly valued by guests, with 74% appreciating customized messaging and offers.
• QR Code Applications: Over 75% of hotels are planning to implement QR code-based technologies in the next year, with check-in, coupons, loyalty points, and mobile payments being the most common uses.
• Self-Service Technologies: Guests and managers both prioritize self-service options like mobile check-in, room preference selection, and digital room keys.
• Location-Based Technologies: 74% of hotels plan to implement location-based technologies, which are used for guest recognition, geo-targeted offers, and real-time updates.
• Loyalty Programs: Loyalty programs are a key factor in guest retention, with personalized offers and rewards being particularly effective.

Guest Preferences

• Check-in/Check-out: 75% of guests want to use technology to speed up check-in and check-out processes.
• Mobile Check-in: 68% of guests want to use their smartphones for check-in.
• Personalized Experiences: Guests appreciate tailored interactions, with 74% valuing customized messaging and offers.
• Smartroom Controls: 71% of guests are interested in using smartphones or tablets to control in-room amenities like TV, lighting, and room service.
• Loyalty Perks: 85% of guests value coupons, discounts, and special offers through loyalty programs.

Key QR Code Applications

Loyalty Programs

• Traditional vs. Mobile: 50% of guests use traditional loyalty cards, while 25% use mobile loyalty programs.

• Top Uses for Loyalty Programs by Hotels:

  • Conduct online customer satisfaction surveys
  • Deliver personalized messages/emails based on stored preferences
  • Award points/rewards for social media likes

• Top Preferences by Guests:

  • Coupons, discounts, specials (85%)
  • Online customer satisfaction surveys (72%)
  • Online local event calendars (70%)
  • Personalized messages/emails (67%)
  • Points/rewards for social media likes (58%)

Location-Based Technology

• Top Uses for Location-Based Tech:

  • Guest recognition
  • Geo-targeted mobile offers
  • Special promotions/upgrades
  • Notification of arrival/check-in
  • Customer/guest analytics

• Plans to Implement:

  • 74% of hotels plan to use smartphone check-in
  • 72% plan to push coupons or discounts
  • 69% plan to track guests' location, facilities used, and preferences
  • 69% plan to know when guests enter/leave their location
  • 68% plan to use mobile wallet for payment
  • 62% plan to use electronic baggage tracking

Privacy Concerns

• Guest Privacy Preferences:

  • 80% want to control how their personal information is used.
  • 74% appreciate hotels that customize messaging and offers.
  • 60% are concerned about location tracking and sharing social media profiles.

• Hotel Concerns:

  • 74% are focused on gathering guests' trust to share personal data.
  • 63% are concerned about how to best use location information.
  • 57% are unsure about which personal data to collect.

Regional Insights

• North America:

  • Guest recognition is the top driver for location technologies.
  • Guests are less concerned about location and social media sharing.
  • More willing to use self-service technologies.

• Latin America:

  • Hotels are implementing location-based technologies faster than other regions.
  • Guests expect personal attention and are more concerned about data sharing.

• Europe:

  • Maintaining current guests is the top priority.
  • Guests are less likely to use hotel apps or electronic payments.
  • Belong to fewer loyalty programs.

• Asia-Pacific:

  • Special promotions and geo-targeting are the top drivers for location tech.
  • Guests are more willing to use online searches and value helpful guest assistants.

About the Study

The study was conducted by Zebra Technologies, a company that provides mobile technology solutions to the hospitality industry, helping hotels, restaurants, and casinos create memorable guest experiences. The findings are based on responses from hotel/resort executives and travelers across various regions.

Contact Zebra Technologies

• North America and Corporate Headquarters:
  +1 800 423 0442
  inquiry4@zebra.com

• Asia-Pacific Headquarters:
  +65 6858 0722
  contact.apac@zebra.com

• EMEA Headquarters:
  zebra.com/locations
  mseurope@zebra.com

• Latin America Headquarters:
  +1 847 955 2283
  lacontactme@zebra.com