Enhancing customer experience using technological innovations A study of the Indian hotel industry

Purpose - The study aims to provide a comparative analysis of diverse challenges faced by different categories of hotels during the adoption of technological innovation. It also examines the role of technological innovations in enhancing the customer experience from a practitioner's perspective. Design/methodology/approach - Qualitative research is used to better understand the prevailing trends and execution challenges, using the interview method of collecting data. The sample includes owners and senior managers responsible for managing the property. Findings - Indian hotels have lagged behind in technology adoption compared with their western counterparts, though the situation is now changing. The paper highlights the positive impact of technological innovation on customer experience and also identifies constraints in adopting technological innovations. Research limitations/implications - All hotels participating in this study were selected from a single region of India. Hence, the results may not be a true representation of comparable hotels nationwide. Practical implications - Findings of this study enable hotel managers and owners to appreciate the role of technological innovation as a differentiator and to understand a variety of nuances associated with technological innovation. Understanding of these dimensions will enable them to take cautious decisions about allocating resources for technological innovation and also to ensure that their customers are being offered maximum value-for-money. Originality/value - The study was conducted in a developing economy where technological innovation is at a relatively early stage. This study explores its objectives from a practitioner's perspective.