Smartphones (and tablets) play a significant role during each stage of the guest experience. Guests use their phones to research and book their hotel rooms online, to navigate the neighborhood surrounding the hotel, and even to write and post online reviews about their stay. Hotels are improving their technology, due to the fact that "Millennials" are taking over the vast majority of traveling now. Millennials are people who were born between 1980 and 2000's. Most of us use our phones or tablets for everything. Since this is becoming an ongoing trend, hotels are trying to keep up with the growing number of people changing their type of ways to check in/out and make reservations for hotels. Because of this new trend and their customer service demands, it is forcing hotels to reevaluate their guest experiences. They are looking at three things, improving efficiency, increasing connectivity, and more personalization. "Hotels should strive to create an experience that is personal enough to make guests feel special without being overbearing or trying too hard."