The travel industry is powered by the exploring millennial. The first of Generation Y, which kicked off digital hospitality, continues to drive demand which is only expected to get more high-tech.
This is no longer solely about online bookings and complimentary WiFi. Travelers want increasingly personalized services and products, more choices, and quick responses. This is only possible with integration of the digital into the industry.
Stakeholders now need to move past the linear guest journey from booking to check-out to an infinity loop that entices the guest during their research stage and then transforms them into a loyal patron. This includes a curated mix of marketing, convenient booking experience, pre-trip add-on sales and communication, in-stay guest experience and post-stay value through sharing and reviews.
All of this involves an intricate mesh of digital solutions that keeps the guest experience at the center of attention. Preferably from the palm of their hand. Mobiles continue to reign supreme over experience and integrative apps are expected to make travel seamless from booking and contact less check-ins to restaurant reservations, room key functionalities and add-on guest services such as laundry.
Travelers are expecting at least some of the tech conveniences they have at home, and brands are finding that taking on the Internet of Things offers a seamless slide from home to hotel. Smart rooms empower guests with the ability to control amenities and key elements, order services and make requests via a voice assistant without having to call the front desk.
It can work with digital assistants like Amazon’s Alexa, Echo or Google Home, but if privacy is a concern for guests, hotels can offer plug-and-play options where guests use their phone’s built-in assistant such as Siri or Google Assistant.
Hyper-personalization is a hospitality sub-trend that allows hotels to tweak and customize services based on data collected from each guest via their smart rooms. It can work together with property management systems to prompt guests for services such as late check-outs, in-house activities for the day and tour reservations.
Chatbots have already made their presence felt in the industry as they personalize experiences for guests while also collecting and analyzing data to help hotels make better business decisions. Chatbots backed by artificial intelligence offer quick response time, a necessity in the industry given the competition and customer expectation.
Word is out that augmented and virtual reality is already being experimented with, as hotels consider showcasing their rooms and amenities through virtual tours. Airbnb is dipping its fingers in to allow users to explore properties before they arrive (VR) and access useful information from hosts by simply scanning the property with a smartphone (AR).
Near-field communication and Bluetooth has already caught on with big hospitality brands and the cruise industry. Guests can unlock their rooms, pay for food and drink, and purchase add-ons, completely contact-free and without staff intervention.
Customer expectation is changing rapidly and hotels must adapt digitally to stay astride or become redundant.
