The travel industry is undergoing a profound transformation, with contactless and self-service technologies rapidly becoming the new standard for local and domestic travel. As travelers across North America, Europe, and Asia-Pacific seek safety, flexibility, and seamless experiences, hotels, airlines, and attractions are accelerating the deployment of digital, touch-free solutions. Yet, the path to success is far from uniform—regional nuances, consumer preferences, generational differences, and regulatory challenges all shape how these technologies are adopted and optimized. For digital and operations leaders, understanding these dynamics and implementing best practices is essential to drive safety, efficiency, and long-term loyalty.
Health and safety have shifted from being a preference to a non-negotiable expectation for travelers. Contactless technologies—such as mobile check-in, digital payments, keyless room entry, and smart kiosks—are now foundational features, reducing physical touchpoints and streamlining the guest journey. Research shows that 78% of travelers now cite the ability to use contactless technology as a top factor when choosing a hotel, and over a third prioritize contactless check-in and check-out via mobile apps or websites. For airlines, self-service kiosks and mobile boarding passes are increasingly preferred, especially among younger and digitally savvy segments.
Beyond safety, these technologies deliver operational efficiencies and enable brands to personalize experiences at scale. Hotels can use mobile apps not only for check-in but also to manage service requests, access amenities, and deliver targeted offers. Airlines leverage digital platforms to provide real-time updates, automate rebooking, and upsell ancillary services. Attractions and destinations are adopting digital ticketing and crowd management tools to enhance guest flow and satisfaction.
In North America, the rebound in travel has been led by domestic, drive-to vacations and a digitally savvy leisure segment. The region has seen rapid acceleration in the adoption of contactless technologies, with major hotel brands and airlines investing heavily in mobile-first experiences. Flexible booking, last-minute deals, and real-time communication via apps are now table stakes. Customer data platforms (CDPs) are enabling hyper-personalized offers, while partnerships with local businesses are creating bundled experiences that drive both guest satisfaction and incremental revenue.
However, there remains a gap in the penetration of advanced features such as digital room keys and fully integrated mobile payments, especially among independent properties. Brands that invest in unified digital platforms and direct engagement channels are best positioned to capture loyalty and drive repeat business.
Europe’s recovery has been shaped by a complex regulatory landscape and a patchwork of national policies. The introduction of the EU Digital COVID Certificate and other digital health solutions has enabled safer, more predictable travel across borders. European travelers show strong pent-up demand for both domestic and international trips, but expect clear, up-to-date information on local regulations, health protocols, and flexible booking options.
Hotels and attractions in Europe have embraced agile content management systems to keep guests informed in real time, while integrating digital health verification into the guest journey. The region’s regulatory complexity requires brands to be nimble, updating digital touchpoints quickly as rules evolve. Collaboration with government initiatives and local partners is key to capturing redirected travel spend and supporting innovative reopening programs.
Asia-Pacific has seen a surge in domestic travel, with countries like China and Australia recording record levels of local tourism. Government campaigns have successfully redirected outbound spend to local destinations, and markets such as Thailand have pioneered targeted reopening strategies. The region is at the forefront of smart tourism, investing in automation, AI, and sustainability to attract high-value travelers and manage visitor flows.
Hotels and attractions are deploying advanced contactless solutions, from facial recognition check-in to robotics and smart kiosks. For example, some smart hotels operate with minimal staff thanks to integrated mobile, robotics, and automation. These innovations not only reduce costs but also deliver highly personalized, efficient guest experiences. However, adoption varies widely, with some markets still reliant on traditional processes and others leapfrogging to next-generation solutions.
While demand for contactless experiences is strong across all regions, generational and demographic differences persist. Younger travelers (ages 25–54) are more likely to prefer and adopt contactless options, while older travelers may still value human interaction or require additional support. Brands must balance automation with the ability to deliver personalized, empathetic service—using data to anticipate needs and tailor the experience accordingly.
Regulatory requirements around health, safety, and data privacy differ significantly by region. Europe’s GDPR and digital health certificates, North America’s state-by-state guidelines, and Asia-Pacific’s government-led interventions all shape how contactless technologies are implemented. Successful travel brands invest in agile digital architectures and localized content management, enabling them to adapt quickly to changing rules and maintain compliance while delivering a consistent guest experience.
To thrive in this new era, travel brands should:
Contactless and self-service technologies are not just a response to the pandemic—they are the foundation of a resilient, guest-centric travel industry. Brands that embrace digital transformation, invest in scalable technology, and foster a culture of rapid innovation will not only recover faster but also set new standards for safety, convenience, and loyalty. By tailoring strategies to local market realities and staying attuned to evolving traveler expectations, travel brands can turn today’s challenges into tomorrow’s growth.
Ready to accelerate your digital transformation and lead in the new era of contactless travel? Connect with Publicis Sapient’s travel and hospitality experts to unlock actionable insights and build a future-ready business.