New data from Expedia Group has revealed that chain hotels are nearly twice as likely as small independent properties to prioritise technology investment.
In the group’s latest survey, which included over 1,200 hoteliers, hotels under a brand are more likely to prioritise tech in their properties, but alternatively, small independent properties are 1.5 times as likely as chain hotels to prioritise room renovations – indicating a gap in technology investment strategies among different hotelier segments.
“A greater divide”
“We’re witnessing chain hotels place significant investments in technology, which opens the potential for a greater divide between properties that are not able to match those investments,” said Ait Voncke, senior vice president, Expedia Group.
Reliance on the latest technology is increasingly important as hotels begin to recognise how they can gain key competitive advantage with strategic tech investments. Another report states that 54% of hotels plan to increase their technology budgets for 2019, while only 8% plan to decrease.
“The power to level the playing field”
Voncke added: “Technology has the power to level the playing field for hoteliers of all sizes. We continue to listen to our partners’ needs and invest in how best to serve all our partners so even the smallest of properties can compete effectively and find opportunities to succeed.”