Technology in hospitality: how generation Y perceives this trend

The Hospitality Industry operates in a highly competitive market, and technology is a valuable asset when it comes to the implementation of differentiated strategies. This study aims to determine how technology is perceived by Generations X, Y,and Z to increase guest satisfaction, considering Covid-19 pandemic side effects. An online survey was carried out and two interviews were conducted to analyze the relationship between hotels, technology,and generations. The results suggest that for the three generations, technology is not a decidingfactor, but it is a key differentiator in the enhancement of the guest experience. Nevertheless, it is expected that fully digital hotels will be a niche market. Generation Y (Gen Y), also known as Millennials or "Digital Natives", are individuals born between 1980 and 1994. Although this generation is very comfortable and devoted to technology, they do not search for technological amenities in hotels. Nevertheless, they value the technology in hotels when used to smooth guest journey and enhance the guest experience. However, hoteliers should be aware that for this generation, human interaction is very important, and they do not accept being served only by robots or machine