Hospitality leaders are facing a perfect storm of pressures: squeezed margins, shifting guest expectations, and an unpredictable labour market. The big question isn’t if technology can help: it’s how quickly it can deliver solutions to their most pressing challenges.

New research from Montgomery Group’s Hospitality Tech360 survey reveals the top four pain points keeping hospitality C-Suite executives up at night, and how they’re looking to technology to tackle them head-on. CGA by NIQ surveyed over 50 C-Suite level professionals and tech implementation decision makers at companies including The Restaurant Group (TRG), Global Hotel Alliance, and Punch Pubs & Co Ltd. during August. The findings will inform HT360’s content programme and the show as a whole.

1. Operational efficiency (64%)

No surprise here: two-thirds of leaders want technology to improve efficiency. From supply chain optimisation to automating manual processes, efficiency isn’t just about cost savings: it’s about freeing teams to focus on what matters most: the guest.

The appetite for smarter, more streamlined systems shows that executives are looking for practical wins they can implement today, not just futuristic promises.

2. Customer experience (55%)

Right behind efficiency is a focus on the guest. Over half of respondents want technology to enhance customer experience and personalisation.

From AI-driven recommendations to frictionless booking and payment journeys, leaders see guest-facing tech as critical to differentiation. In an industry where loyalty is fragile, getting the digital touchpoints right could be the difference between a returning guest and a lost opportunity.

3. Staffing and labour costs (45%)

Labour shortages and rising wage bills continue to weigh heavily. Nearly half of executives want technology to help reduce staffing and labour costs.

This doesn’t mean replacing people — it means deploying tools that automate low-value tasks, optimise scheduling, and allow staff to focus on high-impact guest interactions. Tech-enabled efficiency can help leaders do more with less, while still supporting service quality.

4. Customer loyalty and retention (48%)

If efficiency and cost management are the short-term priorities, building loyalty is the long-term play. Almost half of leaders want technology to help them retain guests and build repeat business.

Digital rewards platforms, personalised offers, and integrated CRM systems are increasingly being seen as essential, not optional. The lesson is clear: technology isn’t just a back-office tool: it’s becoming the glue that binds guest relationships.

The bigger picture for HT360

These findings paint a clear picture of an industry under pressure, but also one that is optimistic about solutions. Hospitality leaders are not simply chasing shiny tech — they want tools that address real business pain points: efficiency, experience, staffing, and loyalty.

For HT360, this means curating content and partnerships that speak directly to these challenges. By showcasing how technology can ease the pressure on today’s operators while setting them up for sustainable growth, the event can deliver what leaders value most. Join us at HT360 from 30 March - 01 April 2026 to find solutions today’s leaders can take back to the boardroom.