The ROI of a Secure Hotel
In the hospitality industry, security has traditionally meant locks on doors, cameras in the lobby, and well-lit parking lots. But today, a new kind of safety is reshaping guest expectations: digital security. For travelers, it’s no longer enough to feel physically safe — they want to know their data, devices, and digital footprints are protected too.
Each year, HT Research conducts a survey of hospitality customers to gauge their attitudes and preferences around available technology. We also survey hotel technology leaders to learn about their strategic priorities and planned investments. Viewing our latest data through the lens of digital and physical security, a compelling story unfolds: Security is not only a good idea, but a significant driver of revenue and loyalty.
We think of it as the ROI of a secure hotel.
“We’re seeing travelers become more savvy about security,” said Christopher Spencer, Head of Product Security for Vingcard and Chief Security Officer for Nomadix, both ASSA ABLOY companies. “Physical and digital security are both part of the trust equation now.”
HT data demonstrates that guests are voting with their wallets and their loyalty. According to HT’s 2024 Customer Engagement Technology Study: Unlocking Loyalty, a full 71% of hotel guests report that they’re more likely to return to a hotel that provides the technology and security they value. Even more compelling: 74% say they are willing to pay extra for those digital comforts and protections.
The hospitality industry is taking note of that guest sentiment. According to HT’s 2025 Lodging Technology Study: Driving Loyalty, 85% of hotel leaders cite data security as a top initiative for 2025, equal to the importance of driving guest loyalty. And of course the two are closely linked. From a business standpoint, security isn’t just a safeguard — it’s a growth strategy.
Protecting Guests Online
A reliable, encrypted internet connection is no longer a bonus amenity — it’s table stakes. Ninety percent of guests tell us that reliable, secure Wi-Fi is a critical part of the stay. In fact, they say it can be a key differentiator when they’re choosing one hotel brand over another.
But too often, hotel networks are either wide open or protected by a single, shared password, making them ripe targets for bad actors. A compromised guest Wi-Fi network can open the door to identity theft, credential stuffing, or even full-scale ransomware attacks. Modern hotels must employ encrypted gateways, segmented networks, and credentialed login systems.
Protecting Guest Data and Privacy
As hotels collect more guest information—names, birthdays, stay history, preferences, even passport scans—they become stewards of increasingly sensitive data. Yet too many operators still view privacy as a checkbox, rather than a brand imperative.
Compliance with regulations like GDPR and PCI-DSS is critical, but it’s only a starting point. To truly protect guests, hotels must ensure secure data storage, define clear retention policies, and practice ethical data minimization. Personalization shouldn't come at the cost of privacy.
Smart Technology, Safe Technology
The push for high-tech guest rooms continues, with 70% of hotel guests reporting that in-room streaming and smart TVs are important to their experience. But each smart device — from the TV to the thermostat to the door lock — is also a potential cyber entry point.
Hotels must rigorously vet IoT vendors, keep devices on segmented networks, and ensure ongoing diagnostics and patching.
“Technology should assist us, not expose us,” Spencer said. “It’s not just about getting a device up and running — it’s about managing it across its lifecycle. That includes updates, security scans, and retiring tech before it becomes a risk.”
Access Control and Surveillance
Digital key systems, lobby cameras, and AI-powered monitoring are now standard, but their implementation must be deliberate. A convenient keyless entry system can become a vulnerability if poorly integrated with back-end identity systems. The same goes for surveillance: hotels must strike a balance between vigilance and privacy.
Staff training is equally critical. Security lapses often stem not from technical flaws, but from human ones—like failing to verify the identity of a contractor or letting a guest "tailgate" through a locked door.
The pandemic accelerated the shift to digital-first hospitality. Mobile check-ins, automated kiosks, and app-based room controls are now common — but they also blur the line between digital and physical safety. Identity fraud, for instance, becomes harder to detect without face-to-face interaction.
Hotels that successfully integrate emergency protocols, access control, and guest identity into their tech stack will be better prepared for real-world risks. It's no surprise that 80% of operators rank improving guest and staff safety as a key strategic goal. When we speak of the ROI of a secure hotel, it’s important to note that Hotel leaders increasingly understand that calculating the ROI of technology investments must take into account new factors and intangibles. In fact, 86% hotel technology leaders tell us they are open to new ways of calculating technology ROI.
Takeaways for Hoteliers
In pursuit of the ROI a secure hotel, operators should consider these critical steps:
- Conduct a comprehensive security audit, spanning digital infrastructure and physical vulnerabilities.
- Upgrade Wi-Fi infrastructure to support encrypted, per-user access credentials like Passpoint.
- Implement multi-factor authentication and least-privilege access for staff systems.
- Develop clear data retention and deletion policies to protect guest privacy.
- Vet IoT vendors thoroughly and ensure their devices support updates, diagnostics, and segmentation.
- Invest in AI-powered surveillance systems that respect privacy but detect real-time threats.
- Train staff regularly on phishing, social engineering, and physical threat prevention.
The Future of Secure Hospitality
Security is no longer an operational afterthought — it’s a competitive differentiator. The hotels that build trust through responsible data practices, secure digital environments, and smart physical protections will rise above the rest.
“We can’t rely on the general public’s security awareness,” Spencer emphasized. “It’s on us to make that experience secure and seamless, so guests feel protected from check-in to check-out.”
Hotels have always been in the business of making people feel at home. In today’s world, that feeling must extend from the door lock to the data packet.