While all companies have been impacted by the COVID-19 pandemic, the hotel and lodging industry was hit particularly hard. And while the industry continues to rebound with more people traveling every day, it’s important to remember that consumers expectations have shifted significantly. To that end, Hospitality Technology’s Lodging Technology Study found that 52% of respondents reported that their guests increasingly prefer digital experiences over encounters with staff. This follows the trends we’re seeing in other industries as consumers continually are opting for more streamlined, associate-less merchant interactions. For example, buy online, pick up in-store in retail and mobile ordering for restaurants.