The Rise of Tech In Hospitality: Navigating Innovation And Tradition
May 24, 2024
In recent years, the hospitality industry has seen an explosion of tech innovations designed to enhance every aspect of the guest journey. Mobile check-in and keyless entry systems allow guests to bypass the front desk and go straight to their rooms, while AI-powered chatbots provide round-the-clock assistance with booking inquiries and service requests. Data analytics tools enable venues to gather valuable insights into guest preferences and behaviour, allowing for more personalised experiences and targeted marketing efforts. And let's not forget about the rise of smart room amenities, from voice-activated assistants to personalised climate control systems, transforming the once standard guest room into a tech-savvy sanctuary.
Behind the scenes, automated inventory management and integrated property management systems should be working their magic to keep things running smoothly, but as cool as tech is, it can't replace the warmth of a smile or the personal touch of a friendly team member. After all, hospitality is ultimately about creating meaningful connections and providing genuine care and attention to each guest. So how do venues strike the perfect balance between tech efficiency and human warmth?
One way to merge tech with human touch is through personalised interactions. Imagine a guest, Sarah, who frequently stays at your hotel. Your system recognises her preferences for a quiet room with extra pillows. Upon Sarah’s arrival, the front desk team warmly greet her by name, offer her favourite pillow options, and suggest nearby attractions based on her previous stays. This personalised interaction makes Sarah feel valued and appreciated. Similarly, John’s favourite restaurant uses their system to register John’s favourite dishes, dining frequency, and preferred dining times. On John’s next visit they tailor a specific menu offering to align with his preferences. In this way, technology is an excellent means of gathering data about guest preferences and behaviour, but always ensure that this information is used to enhance, not replace, human interactions.
Another crucial element in merging tech with human touch is empathetic communication. While AI-powered chatbots can handle routine inquiries and service requests, there are times when guests need more than just a scripted response. Imagine a guest reaching out to report an issue with their meal or room - the last thing they want is to feel like they're talking to a machine. Your front desk team should be trained to listen attentively, respond promptly and empathetically, and take proactive steps to resolve the issue and ensure the guest leaves with a positive impression. Again, use technology to gather feedback from guests about their experiences, but follow up with personalised interactions to address any concerns or suggestions. Show guests that their feedback is valued and that they are heard, understood, and cared for, even in the digital age.
Several hospitality brands have successfully merged tech advancements with human touch to create exceptional guest experiences. For example, Marriott International's "Marriott Bonvoy" app allows guests to seamlessly book stays, check-in remotely, and unlock their rooms using their smartphones. However, the app also features a "Chat with Us" function, connecting guests with a live agent who can provide personalised recommendations, address concerns, and assist with any special requests.
Similarly, the Four Seasons Hotels and Resorts "Four Seasons Chat" platform allows guests to communicate with hotel staff in real-time, whether it's to request room service, book spa appointments, or seek local recommendations. This blend of tech-enabled convenience and human interaction ensures that guests receive the attention and care they deserve throughout their stay.
The key here is to give guests the power to choose how they interact with technology. Some guests may prefer self-service options, such as mobile check-in or an app for ordering room service, while others may appreciate the warmth of a more personal interaction. By offering a range of options and encouraging your team to be creative in their utilisation of technology, guests can tailor their own experience to suit their preferences and your venue can create guest experiences that are not only efficient and convenient but also warm, personalised, and memorable.
