Hospitality 2.0: applying the UTAUT model to understand guest perspectives on personalised technologies in hotels

Abstract

This study evaluates hotel guest perspectives on adopting personalised technology-enabled hospitality services by using a quantitative survey methodology. Applying unified theory of acceptance and use of technology (UTAUT) model constructs, the questionnaire gauges 200 guest views on performance benefits, usage effort and conditions influencing adoption of artificial intelligence (AI), the internet of things (IoT) and mobility. Descriptive and correlational analyses highlight innovation by capability and reveal barriers around complexity, privacy and reliability. Findings can inform hotel technology investment decisions and strategic planning to effectively leverage data-driven customisation capabilities across the entire guest journey — from pre-arrival trip planning to post-stay loyalty building. It will also help towards the Hospitality 2.0 vision of balancing digitisation with human connections. This empirical assessment aims to advance sector transformation and next-generation experience elevation through prudent prioritisation guided by evidence-based user willingness going beyond speculative innovation.