Digitalization has rapidly become a top solution for reshaping the hospitality industry as it looks to recover from the COVID-19 pandemic.
“Recovery will not be linear, so technology will also help companies achieve agility in their responses to changing market conditions and, ultimately, improve operating margins.”While demands vary on a case-by-case basis and discovering the right solutions specific to a brand is important, there are some general areas that will drive recovery.
There are major opportunities for technological innovation and investment when it comes to guest services. Brands should be figuring out ways to make all touchpoints easier for guests to enhance their experiences. “We have been pushing the contactless and remote-use technology into guest rooms to match what guests have been used to doing in their own homes,” said Nelson Garrido, senior vice president of IT at. “Most of our brand partners all have their own apps and are absolutely leveraging those.”
With in-room technology, it is all about instant gratification — guests are not interested in being on hold or waiting in line. Further, hotels can make suggestions to make the experience easier. The panelists agreed that these are not new technologies or new ideas, but that hotels are simply not investing and integrating at a fast enough rate to keep up with growing demand, and, eventually, they will be forced to adapt.While technology can make things logistically easier for both guests and brands, it also provides hotels opportunities to personalize the guest experience, which in turn, could optimize revenue.
Hotels should be looking to advance all touchpoints of the guest experience, from physical comfort and food preferences to activities. By removing the burden of certain processes, guests focus on enjoying other elements of their stays.
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