German Hotel Guests Want Speed — But Still Reject Full Digitalization

Berlin – German hotel guests increasingly expect speed, comfort and personalized experiences — yet remain hesitant to fully embrace digital tools. The survey, conducted by the research institute Ipsos in August among German hotel guests, reveals a striking paradox in the hospitality industry’s digital transformation: travelers want seamless stays, but approach the very technologies that enable them with caution.

Fast — but not at the expense of human connection

According to the survey, German travelers are particularly frustrated by long check-in lines (42.2%), paperwork (31.9%) and delayed check-outs (29.0%). Their top wishes include faster check-in/check-out processes, flexible booking options and curated local recommendations.

Guests want efficiency without losing personal interaction. Hotels that eliminate administrative hurdles through smart digital tools create valuable space for their teams to focus on what truly matters: genuine guest experiences. Martin Reichenbach, Senior Director Market Development EMEA at Mews

Digital adoption remains uneven

While basic digital services, such as automated pre-arrival messages, are widely used (75.2% have received them, 40.7% find them helpful), opinions diverge when it comes to more advanced tools. Only 13.1% prefer digital keys over traditional key cards, and just 13.6% consider chatbots helpful. At the same time, the data shows untapped potential: 34.8% say they would like to try digital keys, and 37.8% feel open to using chatbots — suggesting both opportunity and hesitation.

Personalization requires trust

Although personalization can streamline the entire guest journey, many guests are reluctant to share their preferences. While 45.1% would disclose check-in/check-out wishes and 44.4% would share food or beverage preferences, 12.3% still refuse to share any personal information at all. Transparency and trust are therefore essential for hotels to unlock the full value of tailored experiences.

Human service remains indispensable

Even as guests increasingly make use of digital solutions, personal attention continues to be a cornerstone of the hotel experience. Technology should simplify processes — not replace human interaction. The survey shows a split perception: 34.6% associate digitalization with speed and comfort, while 33.1% feel it reduces personal contact. Poorly implemented technology can further reinforce fears of impersonality. Thoughtfully applied, however, it relieves staff and creates more space for authentic hospitality.

Opportunities for hotel innovation

Many hotels are still far from realizing the full potential of digital solutions. Pre-stay communication is often inconsistent, virtual and digital keys remain underused, and loyalty programs focus heavily on discounts and points rather than personalized, experience-driven benefits.

Mews sees the ideal balance in technologies that:

• eliminate friction such as waiting times, paperwork and payment delays
• strengthen the human touch where it delivers meaningful value
• enable personalization that is relevant, not intrusive

With this approach, hotels can create faster, smoother and more enjoyable stays — while empowering staff to focus on what truly matters: delivering memorable, personal hospitality.

The survey reveals a clear gap between the desire for comfort and the willingness to adopt new technologies, Reichenbach adds. Hotels play a crucial role in showing guests how digital tools can enhance their stay — without compromising personal service.

Survey Methodology

The survey was conducted by Ipsos in August 2025 in Germany on behalf of Mews and includes responses from 1,169 hotel guests aged 18–65 who stayed in a hotel at least once in the past 12 months. Participants were surveyed via the Quo People Panel on booking behavior, digital usage, guest expectations and preferences regarding loyalty programs.

Media Contact

George Barker

Director of Communications [email protected]