The utilization of information, acquired from online bookings, airlines, and guest’s previous visits, enables the hotels to disrupt the traditional time-based model and come up with exceptional customer experience. The utilization of technology, together with understanding the primary human connection is what makes hospitality businesses superior and also makes sure that those stellar multiples.
Some companies have begun using robotics to undertake room service and reception responsibilities, sidestepping the old concierge service. The Henn Hotel, for example, has sidestepped the traditional service and have made use of a hybrid of human and robot workforce in their lobby to handle the check-in service. This is just the start; soon we can expect a more sophisticated hybrid system, which will be the new normal.
Personalization: Before and After
Personalization is also redefining the customer’s journey; Hotel companies can now implement predictive analysis using machine learning or aggregated customer info to provide desirable experiences to retain their customers.
Personalization has been vital to a hotel’s performance in the industry. However, technology has taken personalization to unimaginable heights, before tech, personalization was achieved through guestbooks, customer feedback or a group of people focusing on a limited number of frequent customers in the upper market.
Currently, the recorded room orders information of customers enables the hotels to be precise on coming up with the requirements of a customer. One of London’s top on offer hotels on TripAdvisor, the Red Carnation hotel, is always proud to offer TNT (Tiny Noticeable Touches) that uses recorded information to predict what the customer needs based on previous visits. We can also give them a nod because despite information playing a crucial role, Red Carnations top hotel, Hotel 41, also has the highest guest to staff ratio. So using data as a tool and establishing that human connection has ensured that their firm remains at the number one position in London for a number of years.
Making use of autonomous technology like enabling customers to use an in-room smart tech through an application, allows companies to record information like preferred room temperature, preferred room bookings, or favorite radio channels. This data is required to provide an excellent guest experience and needs a certain level of investment but tiny people power.
There is no better time than now to discuss the essence of disruption in the hospitality industry. New companies are coming up intending to pave the way to impressive innovations that we are yet to imagine. They are not after undercutting the existing businesses; necessarily, they are after advancing the sector as it exists.
