Technology in hospitality: how generation z 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 differentiation 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 deciding factor 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. Gen Z is referred as the true digital natives and represent a remarkable capacity to keep up with technology. This study aims to determine how technology influences each stage of the guest journey. To test this, an analysis of the survey results was done. This analysis involved descriptive and inferential statistics. The results suggest that even though technology is not a deciding factor, it differentiates the guest decision journey. However, human interaction is here to stay