Internet Travel Monitor - Marketing, Research & Tech
April 18, 2018
How Wearable Technology Is Changing Market Research in the Hospitality Industry
Scuba diving and zip lines aren’t the only “firsts” that tourists experience on a cruise. Increasingly, many cruise lines are handing out wearable technology to guests that go in a pocket, around a neck, or on a wrist. And it’s not stopping there. Other hospitality brands are looking into the technology, including hotel resorts, ski resorts and amusement parks.
Hospitality Uses for Wearable Tech
Wearables can interact with a downloadable app to customize a guest’s experience. On the surface, there are many benefits to travelers who sport a wearable to help enhance their trip.
Wearables for Market Research
Not only do wearables improve the experience for guests, they also have the potential to improve the experience for the many market researchers behind the scenes who are trying to gather meaningful guest insights.
Wearables can provide a much-needed solution to many of the market research challenges the hospitality industry faces, such as non-response bias and sending feedback surveys too long after a trip when many guests have a hard time remembering details of what went right or wrong.
Wearables create a connection point between the guest and the brand “in the moment” and in-line with important moments in the guest’s day. When a cruise guest uses his app and wearable to order a cocktail on the Lido Deck, he could answer a one-question survey on your concept for a new menu item. As an amusement park guest is waiting in the auditorium for a show to start, she could take a 30-second survey on her preferred start times for park shows. When a hotel guest is about to check out of her room, she can use her wearable to provide a fast NPS rating of her stay. Capturing feedback in the moment produces much richer feedback data, and wearables make this type of data much more accessible to market researchers.
Qualtrics Study on Wearables in Hospitality
Qualtrics surveyed 1,600 US adults to understand their attitudes and preferences regarding wearable technology in hospitality settings.
Cruise Key takeaways:
The top uses guests would put on a wearable for a cruise:
Least popular reasons for wearables on a cruise:
56% of guests who have worn a wearable on a ship expected it to enhance their experience a great deal. 47% said it actually enhanced their experience a great deal.
Amusement Park Key takeaways:
The top uses guests would put on a wearable for an amusement park:
48% of amusement park guests have worn a wearable
Hotel Resort Key Takeaways
The top uses guests would put on a wearable at a hotel resort:
Least popular reasons for wearables at a hotel resort:
20% of hotel guests say they have worn a wearable at a hotel resort.
30% of guests who have worn a wearable expected it to enhance their experience a great deal. 27% said it actually enhanced their experience a great deal.
Ski Resort Key takeaways:
The top uses guests would put on a wearable at a ski resort:
Least popular reasons for wearables at a ski resort:
50% of guests who have worn a wearable expected it to enhance their experience a great deal. 30% said it actually did enhance their experience.
Copyright 2018 Qualtrics. All rights reserved. From https://www.qualtrics.com. By Justin Ethington.
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