How the hospitality industry can deliver a seamless, secure experience for guests

You know that moment when someone checks in and enjoys a complimentary cocktail or heads straight to the spa? Guests want that stress-free feeling from the time they choose your hotel. 59% told us that a seamless experience is important when choosing a hotel, from booking to check-in and check-out. They want to have a feeling of freedom as well. 59% insist on free cancellation up to 24 hours before check in. 

And they want to be able to pay how they want, with 68% having a preferred online payment method. When it comes to payments, hotels are catching up with guests’ expectations:

• 66% agree offering a variety of payment options for guests is important

• 58% plan to accept more payment methods this year

• 55% plan to provide international payment methods (e.g. WeChat or Pix) 

But that feeling of peace of mind that guests crave extends to safety and security as well. Hotels guests are increasingly nervous about fraud. Though just 10% of the 38,000 we spoke with have experienced fraud (at an average cost of $682) as a result of staying in a hotel, 72% say they’re concerned about it. 

It’s an issue we’ve seen in other industries. Our 2024 Retail Report showed that 15% of shoppers regularly leave online stores without purchasing because of security concerns and 25% feel more unsafe shopping today than they did 10 years ago because of payment fraud. 

But the hospitality industry is particularly vulnerable due to legacy practices, such as taking payments over the phone, which are much less common in other industries. 43% of hotels claim it’s a popular option for guests, but our research shows that only 9% of guests prefer it. 

In fact, 43% claim they wouldn’t book with a hotel if their credit card details were requested over the phone.

The hospitality industry relies on loyalty. So what is it that stops guests booking a repeat stay? It seems issues with payments aren’t just an issue at the time of booking. 13% identified problems such as card declines or incorrect charges, 11% said delayed charges or refunds, and 10% said overpayment due to error. 

In other words, the seamless experience guests valued during booking wasn't evident during their stay. James Montague of Shiji, a leader in hospitality solutions and one of Adyen’s partners, explains why that’s a missed opportunity:

"In today's hospitality landscape, a seamless guest experience is more than just convenience—it's a strategic advantage. By integrating payments across PMS and POS systems, hospitality businesses are empowered to meet evolving guest expectations, streamline operations, and create a unified, frictionless experience that tomorrow's traveler demands".

Another major issue guests mentioned was around service. 13% mentioned under-staffing that led to insufficient assistance. Another source of frustration was lengthy when checking in or checking out. Digging deeper, we asked if a human-free check-in could be the answer, perhaps via kiosk, tablet, or app. But while travelers might check into a flight or book a taxi without human interaction, when it comes to hotels they value the personal touch. Asked how they felt about human-free hotel check-ins:

• 8% of Baby Boomers want it

• 14% of Gen X want it

• 21% of Millennials want it

• 22% of Gen Z want it

The role technology can play

Where technology can play an essential role is by freeing hospitality staff to provide more one-on-one time with guests. By minimizing the effort involved in manual tasks, such as reconciliation, hotels have the time to give guests a more personalized experience, troubleshooting any potential issues, upsell services, or gather valuable feedback that turns those first-time visitors into repeat guests.

It’s a situation Santi Roggio, Head Concierge at Sicily’s luxurious Grand Hotel Timeo, is familiar with. "In the past, we spent a lot of time behind computers, behind paperwork, and emails”, he says. “Since Adyen our day-to-day tasks have become easier and have freed up more time for staff to focus on guests. The staff have more time. The guests have more time. Everyone is happy.”

Want to know more? Unlock our full report for free. You’ll discover expert analysis on the latest trends in the hospitality industry, including:

• The lessons hotels can learn from other industries to maximize profitability

• The extent of fraud in the hospitality industry and how hotels can protect themselves and reassure their guests.

• How Adyen helps hotels deliver seamless and secure stays for all guests, not just meeting but exceeding their expectations.