Almost half of hotel guests would feel happier asking for help using technology, rather than having to speak to staff face-to-face to avoid confrontation.
A survey of 1,000 UK hotel guests by app platform AppyHotel.com revealed that 49% favoured using technology to voice their concerns or queries.
Almost a quarter (23%) said they would rather go online to chat with a hotel representative than do so in person.
Sales and marketing vice president for Europe Isabella Glendinning said: “It’s a clear indication that technology is not only providing hotel guests with a variety of platforms to express their views to management, but is also becoming an integral part of a hotel’s customer service offering.
“You could say that the research shows traits that are typically British, but the reality is that mobile and tablet apps, and other web-based communication platforms are time-saving options for both the customer and hotel.
“Confrontation is something that most hotel guests and staff want to avoid, and the growth of mobile and tablet devices means that despite being in the same building as hotel staff, requests and concerns can be addressed remotely.”
A PwC study into trends in the hospitality industry earlier this year found that the digital media is “revolutionising choosing, booking, experiencing and sharing.”
Further research from the Accor Group revealed that 36% of European business travellers had downloaded a hotel booking application and 49% always or occasionally share their opinions on social media.