Unveiling the tech an analysis of luxury hotel technology perceptions and its impact on guests’ patronage and willingness to pay more

Purpose The study aims to evaluate the perceived importance and performance of technology features in luxury hotels and investigate how these perceptions influence guests’ attitudes toward technology-intensive luxury hotels. It also examined the indirect effects of these attitudes on the relationship between technology perceptions and guests’ willingness to stay (WTS) and willingness to pay (WTP) a premium, while assessing the moderating role of frequency of stay on these relationships. Design/methodology/approach Data were collected through Qualtrics, and analysis was conducted using partial least squares structural equation modeling and multi-group analysis to examine the responses from the 762 luxury hotel patrons. The study evaluated the top ten most important technologies rated by participants and used semantic differential scales to measure their attitudes toward luxury hotels offering these features, as well as WTS and WTP a premium. Findings The results demonstrated that the perceived importance and performance of technology in luxury hotels significantly influence guests’ attitudes, WTS and WTP a premium. These relationships were mediated by guests’ positive evaluations of technology, which enhanced their engagement and investment in luxury hotel experiences. In addition, frequent guests place greater emphasis on reliable technology performance, highlighting its critical role in their satisfaction and WTP more. However, the frequency of stay did not moderate the relationship between importance through attitude to WTS and WTP a premium. Originality/value The study offers rich novel insights for academics through the theoretical lens of stimulus–organism–response theory, and actionable insights for industry stakeholders to optimize their technological strategies and deliver exceptional guest encounters that align with evolving guest expectations.