Business travelers typically welcome technology that enhances their hotel stays, while older guests are often more cautious about adopting new tools. To remain competitive, hotels need to strike a balance between innovative technology and attentive, personalized service.
This conclusion comes from a new whitepaper from the GBTA Foundation, the research and education division of the Global Business Travel Association.
Entitled “Harnessing Technology to Improve Business Traveler Hotel Experiences” and sponsored by AccorHotels, the whitepaper summarizes a qualitative study of the technologies business travelers use when booking, arriving and staying at hotels. The study sought to identify gaps in the business traveler’s hotel journey and to recommend technological solutions that address those gaps.
“With the widespread demand for reliable Wi‑Fi largely answered, hotels can and should focus on other areas where technology can innovate to give business travelers the tools and amenities they want,” said Joseph Bates, vice president of research, GBTA Foundation.
The whitepaper highlights several practical areas where hotels can apply technology to improve the business traveler experience:
- Streamlined online check-in and secure mobile room entry
- Text- or app-based concierge services for quick, on-the-go requests
- Integration of electronic folios with corporate expense reporting systems
- Better coordination and technology around airport shuttle services
- Relevant and timely pre-trip communications
The report also emphasizes that technology alone is not enough: clear communication and guest education are essential when rolling out new tools. Well-designed onboarding and support can encourage even traditionally reluctant travelers to try new features. Equally important is reliable execution—if a new technology fails even once, it will be hard to regain a guest’s trust.
Balancing human service with thoughtful, well-supported technology deployments helps hotels meet the expectations of diverse traveler groups, improving satisfaction and loyalty across the spectrum of business guests.