Over the last two decades years, hospitality businesses have gone through some radical changes that have led to a somewhat renewal of the entire industry. From heavy physical room keys to Bluetooth based mobile room keys, the journey has been eventful.
Technology has been the leading driver for hotel business growth in the last ten years, undisputedly. The advent of highly synchronized property management systems, revenue management systems and mobility tools in the last decade has opened countless avenues for hotels to improve efficiency, service quality, and overall compliance.
Improved Guest Technology Services
In terms of guest satisfaction and elevated service quality at every step, many hotels had begun to offer a mobile traveler experience as far back as 2013. Consider the example of Marriott BonVoy, a smartphone guest app that offers guests a variety of features including booking, self-check-in, mobile room key, room service, loyalty points, and special member features.
The development of user-friendly websites and mobile apps has also become a major competitive advantage for hoteliers. Even small and medium-sized hotels are beginning to develop their signature apps for guests. Like Marriot, many hotel brands are investing in data and digital contactless service which allows them to constantly innovate service design.
Use of Data & A.I. for Business Decision Making
Data management and data security are also popular topics as more guests get used to mobile apps and websites. Hotels are now more responsible for and hold more critical data than ever before. Having compliant cybersecurity infrastructures and payment compliance systems is an essential element of hotel technology management.
Thierry Bedos, CTO of Hotels.com, explains the significance of data science applications for the hospitality industry and their successful integration with hotel management systems:
Securing Guests & Staff During the COVID19 Pandemic
Technology is playing a significant role during the COVDI19 pandemic when staff is confined to their homes, and travel is infrequent. Hotels are creating safer remote work networks to ensure operations continue in the back office. Simple tools including conferencing tools, cybersecurity apps, and remote connectivity tools are making it easier for hotel staff to access their work from anywhere.
Mobile technology is immensely improving guest trust and making guest journeys even simpler in the United States. Guests can book online, check-in through their smartphone, and even get into their room with the same app, making it a completely touchless experience.
The addition of technology also allows for vast personalization for guests throughout their stay. Hotels are integrating smart toom technology to make hotel rooms feel as “home-like” as possible. Smart assistant, robots, Smart TVs, internet access, digital entertainment services, online food ordering, and room control are just some of the features of modern hotels.
Staff Efficiency and Health Safety
Technology has been immensely effective for staff efficiency and safety during the COVID19 pandemic. The introduction of UV sterilization robots, thermal scanners, Premium PPE, and robots, and mobility tools are ensuring staff safety on the premises.
Managing Online Presence
During these difficult times, keeping guests connected through technology like Facebook, Twitter, websites, and mobile apps is essential for hotel owners. Managing these valuable sources data allows hoteliers to understand guest behavior, and allows empathizing with them during this disturbing time.
Building trust requires delivering constant information, and technology has offered the mediums for hotels to make this possible. Informing guests about health safety, COVID19 prevention, and hotel compliance is essential to build trust with an already distressed traveler.
Hotel Technology Management
Technology has become a dedicated function and area of study for hoteliers today. The operational efficiency and business growth that comes from technology management are possibly limitless.
Technology management professionals are a valuable source of insight for managing liabilities of the hotel, securing guest data, and assessing the compliance of tech infrastructures. The popularity of PCI compliance and staff training is widespread across the US. Increased cybercrime amid COVID19 has alerted the industry to adopt more robust digital security frameworks.
Hotels are a 24-hour business and hence require managed experiences that are consistent and flawless for every guest. Like the entire hospitality service experience, technology management is the effective monitoring of all small bits of guest technology to deliver a delightful stay.
Conclusion
The contributions of technology over the past 20 years have been remarkable for hotels and other hospitality businesses. As COVID19 continues through the winter we can expect more technology investment and contactless guest services across US hotels.
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