The holiday season and summer travel rush bring a welcome surge of guests to hotels but also a host of challenges. During these peak periods, staff are stretched thin, operations are strained, and maintaining the high level of service that guests expect becomes increasingly difficult. Long lines at check-in desks, slow responses to requests, and delays in housekeeping can leave travelers feeling frustrated – just as they’re hoping for a smooth, stress-free stay.
At the same time, hotels are grappling with staffing shortages that have persisted across the industry, with many struggling to recruit and retain workers. This combination of increased guest volumes and fewer staff has led hotels to rethink how they operate, prompting them to turn to technology for solutions. From tools that streamline check-in to systems that help overworked employees manage tasks more efficiently, hotels are embracing innovation to tackle these seasonal pressures head-on.
Combatting understaffing
Heading into 2025, many hotels are struggling to find and retain workers, and this becomes especially noticeable during holiday periods and other peak seasons. In fact, three in four hotels are understaffed, and more than one in ten report severe shortages. Over 60 percent of managers say hotel workers are experiencing significant burnout as a result of these staffing gaps. Burnout leads to higher turnover rates, creating a vicious cycle of fewer workers and increased pressure on those who remain.
When hotel staff are overworked, it’s no surprise that the guest experience suffers. Stretched-thin housekeeping teams may not have time to thoroughly clean rooms or restock amenities promptly. As front desk staff juggling long lines and handling guests' special requests – such as room changes, early check-ins, or additional amenities – these staff members may come across as rushed, distracted, or even unwelcoming. These lapses, though often unintentional, chip away at guest satisfaction and can damage a hotel's reputation, especially when customers share their experiences online.
Operational strain also limits the ability to provide personalized service. In a fully staffed hotel, workers would theoretically have time to anticipate guest needs and recommend activities. In an understaffed environment, staff are often stuck in reactive mode, focused solely on putting out fires. Naturally, many customers notice the reduced quality of service and end up feeling more like transactions than valued visitors. Unfortunately, this is the state in which many hotels find themselves during peak seasons.
Improving the guest experience
Hotels are addressing understaffing in two primary ways: by ensuring guests can have a positive experience despite reduced staff, and by supporting employees. Technology offers ways for hotels to do both of these things, even during the busiest times of the year. For example, contactless check-in is seeing increased adoption across the industry. Long lines at the front desk can dampen a guest's experience, especially during peak seasons, but check-ins via mobile apps and lobby kiosks allow guests to bypass the front desk entirely.
Similarly, digital signage has become a way for hotels to assist guests while reducing reliance on staff. Strategically placed screens display real-time information about on-site events, dining options, and local attractions. Interactive displays go further, enabling guests to book reservations, explore maps, or check schedules without relying on a hotel worker.
Hotels are using data analytics to ease the burden on staff to offer tailored recommendations or proactively address guest preferences. Using software to analyze factors like booking history and feedback allows hotels to adjust room settings, suggest nearby activities, and provide curated entertainment and dining options. Personalized loyalty perks, like complimentary upgrades or spa credits, add an extra touch that shows that hotels are considering guests' interests.
Making life easier for workers
Making guests happy is important, but if workers remain overburdened and burnt out, their numbers will continue to dwindle. While some hotels are exploring actual service robots to assist, this has yet to become a universal option due to cost, backlash from workers, and technological constraints.
By contrast, AI-driven workforce management tools are helping reduce the burden on staff by analyzing booking trends, occupancy forecasts, and historical data to create optimized schedules. These systems ensure adequate coverage for busy areas, such as housekeeping or the front desk, while avoiding unnecessary overstaffing during quieter periods. Automating the scheduling process means hotels can reduce the administrative burden on managers and provide employees with more fair and balanced workloads.
Many hotels are also updating their communication systems to make operations more efficient. Tools like mobile apps and real-time messaging systems connect housekeeping, maintenance, and front desk teams instantly. For example, if a guest requests extra towels, the system alerts housekeeping directly, and a staff member handles the request right away. If there’s a maintenance issue, the system notifies the maintenance team, who can address the problem promptly. These tools also help staff hand off tasks to the next shift, reducing the risk of missed requests or delays.
Also, hotels are exploring more creative uses of tried-and-true technologies to create a welcoming and calming environment for both guests and staff. Overhead music tailored to the hotel’s brand and guest demographics based on AI-driven analytics can set the tone and help both customers and staff members relax. Scents, released via candles or electronic diffusers with carefully chosen fragrances can also encourage relaxation or cater to particular holiday traditions. Studies show pleasant smells directly increase customer satisfaction levels, so hotels that use them well can help reduce stress and create a memorable experience for guests while also providing staff with a more pleasant work environment.
Final thoughts
Understaffing isn’t something that hotels can fix overnight. However, new technologies are helping hotels navigate the challenges of peak seasons by balancing guest expectations with staff well-being. By integrating these systems, hotels can create an environment where guests feel valued and workers feel supported. As technology continues to evolve, hotels have more opportunities to reduce operational strain, improve service, and ensure that peak seasons are less stressful for everyone involved.
About the Author: Mary Artime Barker is Senior Strategic Account Manager at Spectrio.
"Tech solutions for seasonal hotel crowds" was originally created and published by Hotel Management Network, a GlobalData owned brand.
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