A Hotels.com survey indicates that while hotels are increasingly incorporating advanced technology into rooms, many guests experience difficulties using these features.
Hotels.com has released findings from its 2025 Hotel Room Innsights survey, which examined the integration of technology in hotel rooms. The survey, which included responses from over 450 hotels, revealed that 56% of properties feel pressured to continually upgrade their technology offerings.
The survey highlighted several key trends in hotel technology. Approximately half of the hotels surveyed now provide a verbal technology walkthrough at check-in to assist guests with features such as smart lighting, Wi-Fi, and in-room entertainment systems. Despite the push towards automation, 70% of hotels reported that guests still prefer human interaction, particularly during check-in and when seeking assistance.
The survey also noted a focus on “ComfortTech” innovations, which prioritize practical and comfort-enhancing features over more novel technologies, such as robot butlers. Common upgrades include smart fans, customizable lighting, and smart TVs. Hotels are also exploring AI-powered concierge services and voice-activated room controls to enhance service and personalization.
In the bathroom, hotels are incorporating smart mirrors, digital water temperature controls, and motion-sensor faucets. Other advancements include smart shower heads and voice-activated bath filling systems.
Despite these advancements, many guests encounter challenges with the new technologies. Common issues involve lighting, Wi-Fi, entertainment systems, and air conditioning. To address this, 52% of hotels now offer a verbal tech walkthrough at check-in.
The survey found that some hotels have removed certain automated features, such as robot-assisted breakfast services, due to guest preferences for human interaction. The importance of personalized service remains a priority, with 70% of hotels emphasizing the value of face-to-face support.
Looking forward, hotels are interested in pursuing further technological innovations, including AI-powered concierge services, robotic staff, and voice-controlled room features. Some hotels are already implementing advanced technologies like biometric room access and predictive personalization.
Examples of hotels embracing these technologies include Hotel EMC2 in Chicago, which offers robotic room service, and Grand Hyatt Jeju in South Korea, which features smart rooms and robot butlers. FlyZoo Hotel in Hangzhou, China, developed by Alibaba, utilizes facial recognition for check-in and AI assistants for room service.
The survey was conducted from July 1, 2025, to August 1, 2025, and included responses from 450 hotels worldwide.
