Marketing Featured Southeast Asia

Singaporean travellers want high-tech, low-touch hotel stays

Singapore – As reopening of borders have now allowed more travellers to visit choice locations, a large majority of Singaporean travellers want to have their hotel stay offer some tech-related service for reasons of accessibility and low-frequency contact with other people, according to the latest study conducted by Oracle Hospitality and Skift.

The research notes that 80% of people in Singapore want hotels to offer tech that minimises contact with staff and other guests, and 86% are interested in hotels using AI to deliver more relevant offers.

Meanwhile, 52% want to order room service from their phone or a chatbot, 52% are also looking for contactless payments with only 5% wanting to pay in crypto, and 46% wanting a fully self-service model, with staff only available upon request.

In terms of travellers’ perspective of a contactless hotel experience, 46% said they want a fully contactless experience for all basic hotel transactions, and 38% said a staff shortage, and resulting slow service, would be their first deterrent to rebooking a hotel. However, just 20% noted that a lack of daily room cleaning is an issue, showing consumers have accepted that this pre-pandemic mainstay is never coming back.

Staff-wise, 72% of Singapore’s hoteliers said incorporating new technologies for staff best describes their strategy to weather labour shortages and attract new talent. Meanwhile, 62% added that their highest priority is to adopt tech that improves or eliminates the need for the front desk experience between now and 2025. 

Patrick Andres, regional vice president for hotels and food & beverage in JAPAC at Oracle, said, “We have seen how technology has reshaped and enriched guest experiences in new ways. Guests have now come to expect highly digital, self-service experiences across all aspects of their lives, including travel, and the hospitality industry must move at the same pace by adopting and integrating new systems in order to better serve the modern traveller.”

Over the next few years, travellers are also looking to personalise their journey even more by picking their exact room and floor and paying for only the amenities they want – and even wanting to pre-screen properties in the metaverse (76%). Moreover, 86% are interested in hotels using AI to better tailor services and offers, such as room pricing or food suggestions and discounts. Around 52% of hotel executives in Singapore see this ‘unbundled’ model as the future of hotel revenue management. 

Whether ordering room service or signing onto Netflix, Singapore travellers want the ease and convenience of home while travelling, with 51% saying on-demand entertainment access that seamlessly connects to their personal streaming or gaming accounts is their #1 must-have during their stay. Likewise, 48% of hotel executives said this in-room entertainment set-up is what they’re most likely to implement by 2025.

Meanwhile, 87% of travellers are interested in using automated messaging or chatbots for customer service requests at hotels, 41% want voice-activated controls for all amenities in their rooms, and 37% want room controls that auto-adjust temperature, lighting, and even digital art based on pre-shared preferences.