HITEC 2023 Recap: Data, AI, and Tech Innovation Insights From the Experts
Toronto, we miss you already! We certainly learned a lot this past week. That’s why this week’s edition of Hospitality Data Insider is all about what we learned at HITEC 2023.
Read on for a roundup of the news and expert insights coming out of HITEC this week.
A Clear Message: Innovate Or Be Left Behind
Across the board at #HITECTOR23, hoteliers and industry experts suggested that the status quo will no longer be good enough when it comes to tech. Industry players who can invest in the next generation of hospitality, from big brands to smaller vendors, can and must do so for everyone to thrive.
“I'm hoping hotel chains that are investing tens of millions of dollars, some hundreds of millions of dollars, have got to go and take a quantum leap into this century but at the next level and be sure that they do what's best for the guest and consumer but also what's best for the hotel owner,” said Bharat Patel, a hotel owner and operator and AAHOA chairman.
Data Is Key For Tech Innovation, Guest Experience
But hotel executives admit they’ve been behind the curve with new technology. “I think we’re making progress, but we’re forced with our backs to the wall,” said Michael Levie, founding partner of Netherlands-based hotel chain CitizenM during a panel at HITEC. “It’s a little bit embarrassing that we’re so late to the game, and there’s a lot of catching up to do.”
And catching up is exactly what some brands are doing. One of the key goals for hotel companies is to create a full profile of individual customers so they can provide personalized services. That means establishing a reliable system of customer data that’s accessible by every part of the business. Big hotel companies have been moving to modern cloud-based data systems in part to enable that transition.?
“I think that really if you’re able to get your data clean and have a digital engagement with your guests, then generative AI has become fantastic because you can mass customize,” Levie said.
AI Dominates Discussions at HITEC
It should come as no surprise that #artificialintelligence (AI) dominated discussions at HITEC this week. Hoteliers are tapping into AI as a way to increase productivity.?
For one, Tata Crocombe, executive chairman of Aitutaki Lagoon Private Island Resort, The Rarotongan Beach Resort and Sanctuary Rarotonga, said he constantly uses #ChatGPT for ideation and has greatly increased productivity both for himself and his staff. Crocombe added he's given presentations to all of his employees and while he doesn't require them to use the technology, he has observed a significant increase in productivity among those who have.
But, there is still some skepticism, according to HNN editor Sean McCracken. “There have also been some complaints that so many tech vendors are slapping ‘AI’ on their branding and hoping that will be enough for a boost in business without providing meaningful innovation,” he writes.
Podcast: Opportunities In Hotel Technology Today
What happens when you combine journalism, technology, and the hospitality industry? You get an insightful conversation with MDO’s?Hospitality Data Evangelist Jason Freed , who appeared recently on the Hospitality Daily podcast.?
In the episode, Jason shares his journey from reporting to exploring the exciting intersection of technology and pricing in the hotel sector, emphasizing the importance of revenue management technology in creating memorable guest experiences and keeping businesses profitable.?
As data becomes increasingly relevant in the hospitality industry, Jason and host Josiah Mackenzie delve into the world of data empowering hoteliers to make better decisions, and the potential of AI to finally make the “connected trip” a reality.
Competition Check: OTAs Leverage AI
The hotel industry would do well to take the capabilities of AI seriously. Third parties are already using #AI to innovate their offerings. For one, Priceline is gearing up for a busy summer of travel with the introduction of its new AI platform, Trip Intelligence. The announcement comes a day after sister company Booking.com entered the AI game.
The online travel agency is embracing AI with a suite of 40 new booking and upgrade tools developed using Google Cloud’s Generative AI App Builder. At the heart of it is “Penny,” an AI chatbot that runs across Priceline’s entire hotel network and can be used as a local guide, help desk contact, and 24/7 concierge. Priceline says Penny can address highly specific questions or complete bookings within the chatbot interface, which is made possible through integration with OpenAI’s ChatGPT and Priceline’s own coding system.