Guests interacting with robot staff? Hotel apps that make dinner reservations and control room temperature? Hotel operating systems that drive revenue for the hotel companies? It’s clear that technology is disrupting the way hotels do business and engage with guests. Specifically, the rise of guest-facing mobile technology signals a win-win for hotel companies and guests alike. New mobile technologies provide hotels with the ability to anticipate and address guest needs while guests seeking constant connection and instant gratification, get their needs and services met in real time. The latest technologies enable the potential for communication and engagement throughout the entire guest cycle, dramatically changing and enhancing the guest experience.
24/7 window of opportunity. Today’s guests are constantly connected during their stay, creating more opportunities for hotels to connect and engage with them. Smart brands view mobile technology as an opportunity to provide guests with 24/7 access to information and services relevant to their stay. By targeting and meeting their “real time” needs, hotels can provide a more personalized guest experience that drives brand loyalty. For example, the Hotel OS includes features that enable employees at the hotel-level to focus on the guest and drive revenue without having to worry about the daily operational functions.
Critical guest touchpoints. Hotel brands are striving to leverage technology to create more guest touchpoints. For example, reception should not be viewed as the main touchpoint during the guest stay. Mobile technologies create opportunities for multiple touchpoints during the entire guest cycle, including pre-stay and beyond. More touchpoints translate into more opportunities for the hotel brand to differentiate itself. They spur greater engagement with guests. The key is to ensure that the technology complements, rather than disrupts, the guest experience.
Human connections still matter. While mobile technologies allow hotels to meet guest needs instantly, they cannot guarantee emotional connections. Eye contact and handshakes still resonate with today’s tech-savvy guests. Sometimes it’s more “heart” that’s needed; not more “tech.”
Finally, hotels must recognize that a more connected guest also often means a guest with higher service expectations. Hotels that stay abreast of new technologies and trends will be better equipped to meet evolving guest needs and demands moving forward in the highly competitive and constantly changing digital age of hospitality.
