For years, offering modern technology in guestrooms was a differentiator. Today, simply having that technology is not enough, especially for luxury properties.
Guests arrive at hotels carrying an entire digital ecosystem with them. They move effortlessly between handheld devices, streaming services and connected TVs at home, and increasingly expect the same intuitive experiences when they travel. This shift is particularly important for luxury and upscale hotels, where a disconnected, outdated or unreliable digital experience can quickly undermine an otherwise exceptional stay.
New data reflects just how quickly expectations are changing: 40% of guests requested access to a “smart TV/ability to stream my entertainment” as a “must-have” hotel guestroom feature, up from 21% in 2019.
For hoteliers, the takeaway is clear. In-room entertainment (IRE) is evolving from an amenity into essential guestroom infrastructure. And as expectations rise, the cost of delivering a fragmented or unreliable experience rises with them. That's why we've gathered the top eight reasons a seamless in-room entertainment experience should be a priority for hotels looking to provide exceptional experiences.
1. Guests Expect Hotel Technology to Work Like Their Technology Does at Home
The definition of “modern” hotel technology has changed. A flat-screen or smart TV in the guestroom may check a box on a property technology list, but the presence of the device alone does not create a modern guest experience. Guests increasingly expect to access the content they want, use familiar streaming services and navigate the experience without complicated instructions or assistance.
At home, consumers have become accustomed to unfettered access to entertainment. When the hotel experience introduces extra steps, unfamiliar interfaces or unreliable connections, frustration often follows.
For hotels, achieving home parity standards means thinking beyond the hardware and focusing on the complete guest experience.
2. Streaming Is Becoming a Guestroom Must-Have
Guest behavior has changed dramatically as streaming has become a dominant way people consume entertainment. The rise from 21% of guests identifying smart TV or streaming capabilities as a must-have feature in 2019 to 40% today illustrates more than just a growing interest in a new amenity. It signals a shift in what travelers consider part of a well-equipped guestroom. Guests increasingly expect to continue their personal entertainment habits while traveling rather than adapting those habits to whatever programming happens to be available at the hotel.
Properties that make streaming intuitive, and ensure a strong WiFi network to support it, can help the guestroom feel more familiar, comfortable and personalized.
3. A Premium Room Deserves a Premium Digital Experience
A beautifully designed guestroom can contribute to a premium stay, but when a guest turns on the television and encounters an outdated interface or tries to connect their devices to an unreliable WiFi network, the impact is immeasurable. However, technology does not have to be the centerpiece of a luxury experience. The best technology often disappears into the background because it simply works. For luxury and upscale properties in particular, seamless digital experiences help ensure the technology in the guestroom reinforces the property's brand standards.
4. Technology Friction Can Become Service Friction
When guestroom technology fails, the problem rarely stays isolated to the guestroom. A guest who cannot connect a device, access content or operate the television may call the front desk, contact guest services or otherwise request additional technical assistance. What began as a technology issue becomes a larger service interaction. At scale, those interactions can create unnecessary operational demands for hotel teams.
Reliable, intuitive in-room entertainment can help reduce avoidable troubleshooting and give employees more time to focus on interactions where human connection adds the most value.
Discover reasons four through eight in Part Two.
Explore the Research
How are changing guest expectations influencing technology strategies across luxury and upscale hospitality?
Download Enseo's "The Power of Connections II: How Hoteliers Are Leveraging Technology to Elevate the Modern Luxury and Upscale Guest Experience" to explore the research behind today's connected guest experience and the opportunities ahead for hotel leaders.
