In the hospitality industry, security has traditionally meant locks on doors, cameras in the lobby, and well-lit parking lots. But today, a new kind of safety is reshaping guest expectations: digital security. For travelers, it’s no longer enough to feel physically safe — they want to know their data, devices, and digital footprints are protected too.
Each year, HT Research conducts a survey of hospitality customers to gauge their attitudes and preferences around available technology. We also survey hotel technology leaders to learn about their strategic priorities and planned investments. Viewing our latest data through the lens of digital and physical security, a compelling story unfolds: Security is not only a good idea, but a significant driver of revenue and loyalty.
We think of it as the ROI of a secure hotel.
“We’re seeing travelers become more savvy about security,” said Christopher Spencer, Head of Product Security for Vingcard and Chief Security Officer for Nomadix, both ASSA ABLOY companies. “Physical and digital security are both part of the trust equation now.”
HT data demonstrates that guests are voting with their wallets and their loyalty. According to HT’s 2024 Customer Engagement Technology Study: Unlocking Loyalty, a full 71% of hotel guests report that they’re more likely to return to a hotel that provides the technology and security they value. Even more compelling: 74% say they are willing to pay extra for those digital comforts and protections.
