ASSESSING THE LEVEL OF ADOPTION OF SOFT TOUCH TECHNOLOGY IN ENHANCING GUEST EXPERIENCE IN BUDGET HOTELS WITHIN BAUCHI METROPOLIS

The hospitality industry has increasingly integrated technological innovations to enhance operational efficiency and improve guest experience. Among these innovations is soft touch technology, which includes digital systems that improve service delivery without replacing human interaction, such as mobile booking platforms, digital payment systems, online customer feedback tools, and automated reservation systems. This study assesses the level of adoption of soft touch technology in enhancing guest experience in budget hotels within Bauchi metropolis. A descriptive survey research design was adopted for the study. Data were collected from hotel managers, staff, and guests across selected budget hotels in Bauchi metropolis using structured questionnaires. The findings reveal that while some budget hotels have adopted basic forms of soft touch technologies such as online booking systems and POS payment platforms, the overall level of adoption remains moderate due to financial constraints, limited technological knowledge, and inadequate infrastructure. The study concludes that soft touch technology significantly contributes to improved guest satisfaction, operational efficiency, and service delivery in budget hotels. However, the adoption level remains uneven across establishments. The research recommends increased investment in affordable hospitality technologies, staff training, and improved digital infrastructure to enhance guest experience in budget hotels.