Smart hotels, which blend cutting-edge technologies with hospitality services, have grown in popularity since the Covid pandemic. New research published in the International Journal of Hospitality Management reveals that while these high-tech accommodations contribute to tourist happiness and foster willingness to co-create experiences, innovation alone is not enough to secure long-term brand loyalty.
The study, based on 487 valid responses from tourists who stayed in smart hotels within the past year, offers a fresh perspective on how people now perceive hotel stays. Researchers found that tourists place the greatest value on trendiness and enjoyment, rather than traditional elements such as safety or convenience. Guests are drawn to features that offer novelty, automation and a stylish, tech-forward experience they can share on social media.
One of the most striking findings is that tourists’ emotional reactions play a more decisive role in shaping loyalty than their evaluations of a hotel’s technological innovations. Happiness, particularly that derived from a sense of pleasure and satisfaction during the stay, strongly predicted whether tourists were willing to collaborate with hotel services and ultimately remain loyal to the brand. This means guests are more likely to return if they feel emotionally fulfilled rather than simply impressed by technical advancements.
Smart hotels are designed to offer seamless, contactless services—appealing features in the post-pandemic era. Facilities often include facial recognition, AI-driven personalisation, voice-controlled rooms, and service robots. While these innovations enhance comfort and reduce physical contact, the study found that they must be integrated with emotionally resonant experiences to truly have an impact on customer retention.
Interestingly, the research also highlights that perceived service innovation does not directly translate to loyalty. Although guests recognised and appreciated new service features, this appreciation alone did not make them more likely to return. The fleeting nature of novelty may explain why these impressions, however positive, are insufficient to build lasting relationships.
What does influence loyalty is the guest’s sense of happiness and their willingness to engage with the hotel through co-creation. When guests feel empowered to personalise their experience – by selecting their preferred room environment or interacting with smart features – they report higher satisfaction levels and a stronger desire to return. This engagement deepens their connection to the brand.
The authors suggest that smart hotels should focus not just on technology, but on tailoring services to the emotional and lifestyle preferences of their guests. Trendiness and hedonic appeal emerged as crucial factors in forming a positive perception. Simply installing advanced systems is not enough; these tools must enhance the guest experience in meaningful and emotionally satisfying ways.
While health and hygiene remain relevant, they no longer dominate consumer decision-making. Tourists now seek unique, shareable, and emotionally enriching stays. Hotels that blend technology with trend-conscious and feel-good experiences may gain a competitive edge.
