Read the full article in Hotel Speak here.

In the last five years, there has been an unprecedented rush to new technologies in hospitality such as AI integration and fully automated customer service but often this overlooks if that is what guests want.

With many of these trends only focusing on the business and operational needs of the hotelier, their implementation may not be the best thing for consumers. 

In our survey of more than 1,000 BWH loyalty members, we found that a third (32%) admitted that the presence of technology did not enhance their experience when staying at a hotel. 

We’ve learned that for leisure travellers, it’s clear that their priority is a more personal, welcoming experience with helpful front desk staff over faceless apps. Many members (12.45%) selected high-speed Wi-Fi as the technology that mattered the most to them, followed by contactless payment systems (9%) and in-room entertainment like smart TVs (7.3%)*. 

By focusing on these essentials and carefully choosing new tech, hoteliers can provide a service that is simple, reliable and seamless, while still enhancing the guest experience and not losing that personal touch.

This emphasis on experience over tech trends is central to the BWH business model and is where a well-designed Property Management System (PMS) can really make a difference. A PMS should aim to maximise efficiency without complicating operations, streamlining tasks so everything runs smoothly and reliably.

Once fully integrated into a hotel’s systems, the PMS simplifies time-consuming tasks, like rate management, freeing up valuable resources. By automating these functions, hotels can focus more on creating memorable experiences for their guests.

Additionally, connecting to global loyalty programmes, like BWH Rewards, can be done seamlessly through a PMS. This means guests can get personalised and smooth benefits as rewards for their loyalty, without adding to staff workload. 

It’s clear that a renewed focus on simple, effective technology is the key to success, and this is a priority we’re championing at BWH. By investing in the right people and skills, we’ve expanded our team, enabling our core developers to shift their focus to what matters-creating solutions that genuinely enhance the experience for both hoteliers and guests.

This approach ensures we strike the perfect balance, giving our team the time and resources to develop tech that’s efficient and reliable, while also supporting the personal, human touch that guests value.

For independent hoteliers, selecting the right tools is key to staying future-ready. The real challenge lies in finding technology that enhances efficiency while also supporting the unique identity of each property. At BWH, our focus is on ensuring that essential technology works seamlessly, so hoteliers can stay competitive without compromising what makes their properties stand out.

Digital foundations like a strong, user-friendly website, a seamless booking journey and solid SEO are vital in driving visibility and conversions, making sure hotels stand out and attract the right guests. 

But finding the balance is key, as data from our members shows that automated customer service tools like chatbots and voice assistants tend to be the least favoured (9%), with many guests preferring human interaction. Similarly, many of our members (10%) found digital cashless tipping unnecessary, with many still gravitating towards traditional tipping methods.

For Best Western, our website remains a key distribution channel, with 2024 bringing a 10% increase in web traffic and an 11% year-over-year rise in bookings via bestwestern.co.uk. During our recent early Black Friday sale, we even saw our largest single day of bookings, up over 12% from the previous record. 

As we enter 2025, we’re rebuilding our website in-house to ensure we’re prepared for the next wave of technology and continued growth for our members.

Overall, once a hotelier has successfully built a strong digital foundation, there’s no limit to how far they can scale up or what new innovations they can explore to stay ahead of the curve while staying true to their core values and what makes their hotel unique.

For more information on BWH Hotels visit www.joinbwhhotels.co.uk