More than 90% of respondents from the US and UK said that responding to hotel companies via text message would either be “very” or “somewhat” useful. Travelers liked these text interfaces for a number of reasons, including the ability to avoid calling the front desk and being able to easily access confirmation details. More than 53% of respondents said they found texting hotels useful because they could have their confirmation number easily accessible, while nearly 31% liked that they didn’t have to use a landline phone to contact hotel staff. Whether these messaging interactions should be powered by automated “bots” or managed by human staff at the hotel is a matter of debate. But regardless of who’s texting, expect hospitality companies and their guests to embrace more chat messaging in the years to come. Get the full story at eMarketer