More than half of people (52%) now acknowledge technology has a key role to play in the best hospitality experiences. The report shows that those who do embrace technology tend to higher value guests, spending an average of £17 extra per month than those who prefer human-led experiences.

Almost half (48%) of consumers say human interaction is the most critical factor in a great hospitality experience, which is a marked increase since Zonal published a similar report three years ago and asked the same question. The research demonstrates how striking the ‘perfect balance’ between tech and personal service is more vital than ever.

When asked about their most wanted improvements in venues – around a quarter of consumers flagged staff training (26%) and staff numbers (24%), given they are such a visible part of the hospitality journey.

Tim Chapman, chief commercial officer at Zonal, said: “This new research puts human interaction at the heart of the guest journey, with nearly half of consumers thinking interactions with staff are what deliver the best experiences.

“At the same time, technology does have an important role to play in supporting the delivery of these experiences – with 52% of consumers recognising its contribution to delivering high-quality experiences in hospitality.

“We know that technology plays a recognised role in helping operators deliver great guest experiences by enabling teams to spend more time with customers. This perfect blend of human interaction and seamless, accessible technology - removing friction and enhancing convenience - is what guests now expect.”