GO Tech Consumer Research: Technology’s role in the customer journey

The latest GO Technology report from Zonal and CGA reveals that, having accepted the need for technology in hospitality during the pandemic, consumers have discovered just how much tech improves every step of their hospitality journey.

From consideration, arrival to departure, technology now plays a role at every stage of the customer journey in venues with two in five (40%) of people agreeing that technology has improved their hospitality experiences.

The report identifies safety is no longer the main benefit of technology in hospitality for consumers. Instead people rated the top benefits as: speed and convenience (31% of people rated this as their top benefit), ease of ordering (29%) and tracking orders (17%).

Find out how tech can support the customer journey and how consumers views are driving the change. Download the full report to discover all the findings.

About the data 

This report is based on figures from Zonal and CGA’s GO Technology survey, a sample of 5,000 nationally representative British consumers. All figures are taken from the 2021 editions of the survey.