Business travelers are usually fans of tech advances that improve their hotel experience, but older travelers are less likely embrace new technology. To keep a competitive edge, hotels should strive for balance between high-tech solutions and personalized customer service.

That’s the bottom line of a new whitepaper from the GBTA Foundation, the education and research arm of the Global Business Travel Association.

The whitepaper, “Harnessing Technology to Improve Business Traveler Hotel Experiences,” sponsored by AccorHotels, presents results from a qualitative study of technology currently being used by business travelers when they book, arrive and stay at hotels. The study aimed to reveal gaps in a business traveler’s hotel experience, and to identify technology solutions to close those gaps.

“With the cries for WiFi heard and answered, hotels can and should turn their attention and resources to addressing a number of areas where technology can play an innovative role in providing business travelers with the tools and amenities they crave,” said Joseph Bates, vice president of research, GBTA Foundation.

The whitepaper identified the following areas where hotels can employ technology to improve the business traveler’s experience:

• Seamless online check-in and room entry
• Developing a text or app-based concierge service
• Integrating e-folios into expense reporting software
• Improving technology around the use of airport shuttle services
• Pre-trip communications

Other observations in the report: No matter what type of new technology is implemented, tending to the needs and wants of guests is vital and that includes carefully explaining new technology. A foundation of education and experience has the potential to convert even the most traditional traveler to new practices if presented appropriately. The execution and support of any new technology must also be flawless because if a new tool fails to deliver once, it will be difficult to convince those new to the technology to give it another chance.

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