Opinion Articles

IT – The UK hotel industry’s forgotten element?

IT is often described as the forgotten element in the UK hospitality industry. For more than a decade, the UK hotel industry has significantly underinvested in IT, with serious consequences. The emergence and dominance in recent years of Online Travel Agents (OTAs), for example, has impacted bottom line profits through the industry failing to invest in IT to win the battle to drive bookings through their own proprietary websites.

Technology and today’s hotel guest

Whilst there has been a continued investment into increasing the hotel guest experience, the UK hotel industry's general lack of investment in technology and gaining insights from business' data – as well as in its online marketing to potential and existing guests – could become one of the most significant stumbling blocks to the sector capitalising on the current upturn in the UK economy.