When it comes to digitising their business, companies focus first and foremost on having an online presence: 84 per cent of the company founders surveyed have their own website, while 47 per cent are represented on rating websites and six out of ten company founders are active in social networks. However, the entrepreneurs’ offerings do not always match up with their guests’ expectations. Only a fifth of the population actually wants to use the websites of catering establishments and hotels or rating websites if they are available everywhere. And not even one in ten would interact with businesses via social networks.
Rather, consumers want to make reservations online or on mobile devices via an app (23 per cent). Three in ten businesses have recognised this need and already offer a corresponding service. Almost one in five of the people surveyed would like to be able to use their smartphone to pay for meals or rooms – yet barely 8 per cent of hotels and restaurants provide this option. 16 per cent would also use services such as digital menus and the ability to order meals on a tablet. However, such services are available in just 10 per cent of the surveyed companies.
It comes as little surprise that the generation of 14- to 24-year-olds, which has grown up with digital technologies, is significantly more receptive and discriminating with regard to the new offerings than is the overall population – in some cases, showing approval ratings that are twice as high as the average. Nonetheless, differences between young people (14 to 17 years old) and young adults (18 to 24 years) can be seen in specific cases. Young people rate experience tools in particular as interesting, including digital menus or placing orders on a tablet (35 per cent). Young adults would above all make use of the ability to make reservations online (38 per cent) and pay by smartphone (37 per cent).
In online ordering as well, there is a conspicuous gap between customers’ wishes and reality: 16 per cent of customers would find this service attractive – but not many would also be willing to pay a premium for this. But just one in ten restaurateurs and hotel owners offers online ordering or partners with a delivery service.