Hospitality businesses must play innovation game, Adyen research
Hospitality businesses are failing to embrace innovation, with 75% lacking a digital transformation strategy, according to research commissioned by Adyen and conducted by 451 Research.
454 companies were surveyed across 12 markets. Only 35% globally accepted contactless payments and just 28% offered one-click purchasing on mobile devices.
The research flags up various areas where technology can enhance the customer experience. One example is reducing queue times, which 77% of hospitality businesses feel is important. This could be achieved through offering self-service kiosks that allow customers to check-in and out, make reservations or place food orders. In addition, leveraging data across all points of payment would help businesses to make the process faster for both customers and store staff.
Some companies are cutting waiting times with purpose-built apps that allow customers to order food and pay their bill from their phone. For example, Pizza Express’ offering was the second most popular free download during the week of its release, and the roll-out of Wetherspoons’ app led to an ‘exceptional surge’ in sales.
Myles Dawson, UK Managing Director at Adyen, comments: “As consumers we expect a quick and convenient service when spending our money. This doesn’t change when we’re checking into a hotel or enjoying a meal in a restaurant. With half of Brits eating out at least once a week, hospitality is an industry with many opportunities for innovation.”
“Bridging the customer experience gap by making it easier for people to order and pay in the way that works best for them will help create a better overall experience. This will encourage repeat visits from customers and higher spend per transaction.”
