The latest GO Technology report from hospitality tech provider Zonal, in partnership with NielsenIQ, reveals a growing consumer demand for a better balance between human connection and digital solutions.
While the role technology plays in a seamless visit is recognised, the importance of personal interaction is rising, highlighting the need for operators to blend the two.
More than half those surveyed (52%) now acknowledge technology has a key role to play in the best hospitality experiences. And the report shows that those who do embrace technology tend to have higher value guests, spending an average of £17 extra per month than those who prefer human-led experiences.
Nevertheless, 48% of consumers say human interaction is the most critical factor in a great hospitality experience. This is a marked increase since Zonal published a similar report three years ago and asked the same question. The research demonstrates how striking the perfect balance between tech and personal service is more vital than ever.
Digital solutions can help to make people’s visits more convenient and keep them coming back, which in turn frees up staff to give their attention to less tech-focused guests who value the contact. In fact, when asked about their most wanted improvements in venues, around a quarter of consumers flagged staff training (26%) and staff numbers (24%), given they are such a visible part of the hospitality journey.
The report also looked to find out how much consumer preferences around paying the bill have changed in three years. The insight shows that, while there has been a surge in other payment methods, reports of the death of cash have, thus far at least, been greatly exaggerated:
- Contactless cards remain dominant. Thirty-nine per cent are using them more than three years ago, with only 4% never using them.
- Cash use continues to fall. Forty-three per cent use cash less often, but older consumers still rely on it, especially for tipping.
- Mobile payments are growing, but slower than cards. Thirty-one per cent increased usage since 2023, driven mainly by Gen Z (94%).
- App and QR payments show signs of plateauing. Twenty-one per cent use them more, while 16% use them less than three years ago.
- ‘Pay and go’ tech adoption is slow. Only 18% are using it more, and 41% have never tried it, with strong uptake among Gen Z (80%) compared to Boomers (25%).
“This new research puts human interaction at the heart of the guest journey, with nearly half of consumers thinking interactions with staff are what deliver the best experiences,” said Tim Chapman, chief commercial officer at Zonal.
“At the same time, technology does have an important role to play in supporting the delivery of these experiences — with 52% of consumers recognising its contribution to delivering high-quality experiences in hospitality. We know that technology plays a recognised role in helping operators deliver great guest experiences by enabling teams to spend more time with customers.
“This perfect blend of human interaction and seamless, accessible technology — removing friction and enhancing convenience — is what guests now expect.”
