Technology surrounds us everywhere in our daily life. No wonder, that latest technological innovations influence the hospitality industry. Every day we hear about new innovations applied by the hotels, new technologies acquired, new methods and sources used -all for the ultimate goal to reach the highest guest satisfaction and create THE ”WOW” EFFECT. And the truth is that you can’t surprise anymore with high-speed wi-fi. So, hotels are striving to acquire the latest innovation, apply and adapt it to the hotel needs. Major tech companies are working together with the famous hotel brands on production and adaption process. So these are the ways, how technology is shaping the hotels:
Digitalizing every experience.
Hotels are going digital more and more. With today`s quick development of our daily lives, it`s a necessity. They offer digital keys and key locks for smoother and safer experience. TV screens in the lobbies and elevators replaced old posters. They update about the latest promotions in the hotel or indicates the ongoing event. Smart light sensors, reacting to the movement, are used to save the energy. All systems in the rooms (electricity, AC, curtains, TV, even jacuzzi) are connected and could be adjusted by the individual Ipads. Smart TVs are offering a variety of services – from room service menu ordering to mobile phones full pairing interface. Digital technology serves to the two key factors:
- They simplify the operation for the hotel (most of the process happens automatically and saves cost)
- They make the hotel experience for the guest smoother, with less intrusion and interruption from the staff.
The Era of AI – Artificial Intelligence
Artificial Intelligence is yet not widely adapted opportunity, for the hotels particularly. Still, robots serving humans is not such a distant future as you may think. Actually, it’s already here: there is an all-robot hotel in Japan, as well Hilton has launched and tested its first robot concierge – Connie, which can help you with the places to visit and restaurants to dine out. Smart voice assistant from Amazon developed a special version for the hotels – Alexa for Hospitality and they will be placed in Marriott hotels. Alexa will serve as personalized concierge, assisting guests with any information about the hotel, as well delivery requests of any items, ordering room service, cleaning the room, getting recommendations on the places around you and many more.
Mobile Integration
Mobiles are an important part of our life and tool to access the world. Hoteliers continue to utilize this gadget and now almost every service is available through mobile. You can make a room reservation online through your mobile application. Companies that invest i mobile booking app, observe up to 50% increase in direct bookings since more and more people are using their smartphones to book a room. You can check in automatically, using the same mobile phone. Unlock your room with the mobile which serves as a digital key. You can pay your bill via mobile and make check out. Special messenger application will help you to communicate with the hotel staff and order whatever you may need (from toothbrush to your favourite dish). A dedicated employee will respond to you in timely manner and deliver your request. All you need is simply your smartphone. This is a major trend, which is successfully adopted by the hotels: when mobile phone serves as your main communication and interaction tool with the rest of the world, the industry will do their best to be fully present there.
Applications that work as your personal concierge.
There are millions of applications for everything today. In order to stand out from the crowd, sophisticated luxury brands such as The Ritz Carlton and Four Seasons created a ”do everything’ ‘concierge application – guests can now make check-in, order room service, request a car from the valet, or room cleaning from housekeeping, all accessible with several touches on your mobile phone. The request will be accepted and the relevant department will be immediately notified. All your requests will be executed seamless, behind the scenes for your ultimate comfort. These application works as a perfect intermediate between the hotel staff and the guest, ensuring that nothing is missed, forgotten or not delivered.
Personalized Systems.
Every guest would like to feel special and treated individually. Hoteliers have long thought about this idea and with the development of the personalized systems, it finally becomes possible. Thanks to personalized property management systems, every guest receives individual welcome greeting on the screen with his/her name on it; all guests preferences are logged and upon the return of the guest to the hotel or in case with the international brands while traveling to any other hotel in the world- all guest preferences will be considered from reservation throughout his experience till check out. It’s a vital tool for the hotel operation to exceed the guest expectation. It helps to treat each guest individually with the personalized service based on the preference and previous experience.
Summarizing the trends, it’s clear that digital technologies era strongly influence the hospitality industry either. And it will continue to shape the industry, with more and more advanced technologies used. Robots, serving people, applications, that with several clicks can do all for the guest in the hotel, without the need to talk to anyone. These all simplify the service and improve guest satisfaction. At the same time, it becomes a new identification of luxury due to the high cost. However, personal interaction and customer relationship stay a central piece and the backbone of the hotels’ operation. Good old welcoming smile, personal handwritten birthday card or patient resolving of a guest complaint are still the most valuable as it was 100 years ago.
Farah Sinjeri 