Can hotels benefit from connected rooms technology, and are tourists ready to embrace it? An analysis of business performance and user perception

Abstract

This study analyzes the potential implications of Connected Rooms (CR) technology on hotel operational efficiency and guest experience by combining financial data, predictive analyses, and user perceptions. The first study evaluates business performance based on key indicators (RevPAR, ADR, occupancy rates) using the TOPSIS method and SARIMA predictive modeling. The results indicate that hotels that implemented CR technology earlier achieve more stable business outcomes, with Marriott scoring a higher closeness index in TOPSIS rankings, while Hilton recorded higher occupancy rates. SARIMA predictions suggest long-term growth in business metrics, with seasonality playing a significant role in hotel performance projections. The second study examines user attitudes, demonstrating through SEM analysis that relative advantage and compatibility are key factors driving the adoption of CR technology, while complexity and perceived uncertainty act as barriers. Additionally, MGA analysis confirms significant differences between groups, where business travelers prioritize efficiency and ease of use, while leisure travelers emphasize personalization and the ability to explore the technology. This research contributes to the understanding of digital transformation in the hospitality industry, providing empirical evidence of the potential effects of CR technology on hotel operations and guest experience. The findings can guide managers in developing strategies tailored to different guest segments, while offering the academic community valuable insights for further research on the adoption of smart technologies in tourism.