Embracing Hospitality Technology: Shaping the Future of Hotels

2023 - It has been three years since the emergence of COVID-19, and much of the world has returned to a state of normalcy. While most industries have weathered the impact of the pandemic, the hospitality and hotel industry continues to struggle. This particular industry, which heavily relied on travelers, whether they were tourists or businesspeople, was brought to a standstill. As a result, numerous employees were laid off, and the hospitality sector continues to face a crisis due to a shortage of staff. Although occupancy rates for hotel rooms are gradually increasing, it will still require a significant amount of time to reach and surpass the levels seen before the pandemic.?

The Role of Hospitality Technology

In this ever-evolving technological landscape, it is not only crucial to stay updated on the latest advancements in the hospitality industry, but also to adapt and implement technologies that enhance the customer experience while boosting performance and revenue. Hotels have been leveraging technology to increase operational and staff efficiency, and to meet changing guest expectations but now Hotels will need to reimagine the customer experience and re-engage with customers to build and maintain their trust. Hotels must change the way they provide services and craft that meet ever-changing guest demands. Will only technological advancements help shape the future? Here’s an overview of how the hospitality and hotel industry might look in the next decade.?

Contactless Experience

The future of hospitality lies in minimizing direct contact and embracing technology. Hotels are now implementing tech-enabled platforms to offer a more contactless approach, such as mobile check-ins, digital payments, and smart app keys. These advancements not only streamline check-in and check-out processes but also empower guests to actively participate in their hotel experience, setting the stage for a more personalized and efficient stay.

Recognitive Technology

As part of the move towards contactless operations, recognition technology emerges as a critical trend. Utilizing biometrics or facial recognition, hotels can revolutionize authentication processes, benefiting both internal operations and customer purchases. The implementation of such technology ensures seamless and secure interactions for guests, enhancing their overall experience.

For example here’s a video of Marriott China providing seamless check-in and check-out through facial recognition.

AI-Based Chatbots

Meeting customer expectations in the digital era requires hotels to engage with guests across various channels promptly. However, maintaining staff to handle multiple channels can be challenging. Enter chatbots and artificial intelligence (AI). Chatbots provide instant responses to simple inquiries, alleviating the burden on customer service staff and enhancing customer satisfaction. AI also plays a significant role in data analysis, empowering hotels to gain valuable insights and make data-driven decisions.

Robotics in Hospitality

The rise of robotics presents exciting possibilities for the hospitality industry. Robots can assume roles traditionally performed by humans, acting as concierges to welcome and assist guests with essential information. Furthermore, some hotels are utilizing robots for cleaning tasks, from vacuuming floors to germ-killing. This trend extends beyond hotels and can be implemented in restaurants and other areas of the hospitality industry, boosting efficiency and elevating the guest experience.

Here's an example of Hotel Jen in Singapore providing room service:

Conclusion

While technological advancements play a crucial role in reshaping the hospitality industry, it is essential to remember that hospitality is fundamentally a people-focused sector. Personalized guest experiences, human connection, and the warmth of human hospitality should remain at the forefront. Technology should be seen as a tool to monitor, measure, and enhance service levels, rather than a means to eliminate the personal touch. Robots cannot replace the personalized assistance of a human staff member, and technological interfaces cannot replicate the joy of a warm interaction. Hotels must evolve their business models, align with guest expectations, and embrace a service-based sales approach to ensure the ideal stay for their guests. By striking the right balance between technology and human touch, hotels can thrive in the future while maintaining their unique charm and appeal.

Research credits:

Revfine.com

Deloitte