The Use of Self-Service Technologies in Budget Hotels: The Case of Bournemouth.

Abstract

Self-Service Technologies (SSTs) have been implemented across all service industries. The hotel business in the UK, including budget hotels, has been increasingly adopting SSTs both to enhance customer service and to create operational efficiencies. In addition to providing guests with accommodation and basic services, budget hotels are now using SSTs with a view to increasing operational efficiencies, controlling human resources management, and engaging guests in more intelligent service design. Previous studies have mainly focused on the users’ perspectives, not on the use of SSTs themselves in budget hotels. The purpose of this study, then, is to explore the implications of SSTs in budget hotels both from a managerial and a guest perspective. Bournemouth as a location has been selected as a case study for this research because it is one of the most popular resorts in the UK. This qualitative study employed 14 semi-structured interviews with budget hotel managers and guests who have used SSTs while staying in budget hotels in Bournemouth. The research findings show that, overall, there is positive feedback from both managers and guest on the usage of SSTs in budget hotels in Bournemouth. the increase of operational efficiency is a key benefit of SST implementation from managerial perspective. On the other hand, efficiency, accessibility, privacy and self-control over transactions are the main benefits of SST emphasized by customers. Overall, there is positive feedback from both managers and guest on the usage of SSTs in budget hotels in Bournemouth. The authors conclude that advanced technologies, such as Artificial Intelligence (AI) and Internet of Things (IoT) in conjunction with SSTs, will transform the hospitality industry in the near future.