How to make Smart Hospitality by digital transformation
Smart technology advances are having a major impact on the hospitality industry, and digital transformation is accelerating the adoption of new digital tools, software, and services. With hotels competing more aggressively than ever before, properties are using technology to drive bookings and profitability.
Smart Hospitality enables properties to connect the dots between technology and hospitality by integrating guest experiences across all channels — web, mobile, in-room and virtual reality — while protecting sensitive guest data. This whitepaper presents an overview of how smart technology is changing the hotel experience for guests (and employees) and how these changes will affect you as a hotel operator or investor.
Smart Hospitality enables properties to connect the dots between technology and hospitality by integrating guest experiences across all channels — web, mobile, in-room and virtual reality — while protecting sensitive guest data. This will ensure that guests have an enjoyable experience and want to return again.
What is Smart Hospitality?
Smart Hospitality is the implementation of technology solutions that drive revenue and increase guest satisfaction. Technology solutions can range from basic automation of tasks to more sophisticated applications that involve machine (AI) learning. Guest experience is a core metric in the hospitality business.
Successful hotel operators are investing in solutions that can drive guest satisfaction and enhance the overall guest experience. Solutions can range from basic automation of tasks to more sophisticated applications that involve machine learning. When you consider that each hotel guest will generate an average of 1,300 data points during their stay, the importance of leveraging technology solutions to help manage data and better understand guest behavior is evident.
With the rise of smart technology, the hospitality industry is experiencing major changes. These changes will benefit hotels and their guests, making for an even more exciting industry. Hotels need to keep up with technological advances in order to provide an excellent experience for their guests.
The changing face of hospitality
The hospitality industry is one of the most competitive industries in the world. In this digital age, hotels must stay abreast of the latest technology trends and use available resources to their advantage. Many hoteliers see digital transformation as an opportunity to create guest experiences that are more personalized, efficient, and impactful in order to drive bookings, loyalty and revenue.
And technology is the driving force behind this transformation. To be successful, hotels must think and act digitally. They must identify the right guest segments and drive bookings through the appropriate channels. If they are not using data analytics to manage guest information and forecast demand, they will not be able to deliver an exceptional guest experience.
Hotels will succeed in this new era of competition and change if they can transform guest experience. They must be able to deliver what guests want, when and how they want it. They must be able to anticipate guest needs and provide relevant services based on guest preferences. They must be able to personalize guest experience for an optimal outcome. That’s where smart technology comes into the picture.
Digital Transformation in Hotels
Hotels are adopting digital technology in various ways. Many operators see the benefits of deploying an enterprise resource planning system that integrates core hotel functions such as sales, marketing, finance and HR. These ERP systems can help hotels improve efficiency and increase profitability by enabling a more centralized and automated business process.
However, when we talk about digital transformation, we are referring to something more than just the adoption of enterprise software. It’s a holistic process involving changes to business strategy, organizational structure and staff training. Digital transformation involves a major investment in technology and an evolution in the guest experience.
Digital transformation may include the adoption of new technology, but more importantly, it’s an aggressive strategy to change the way hotels do business by leveraging existing technology and resources to their fullest potential. In other words, it’s about leveraging technology to deliver a personalized guest experience across all channels.
Guest Experience in the age of smart technology
In the future, hotels will offer even more personalized services as part of their guest experience. As we’ve discussed, there are many technology solutions that can help hotels improve guest satisfaction.
For example, hotels can use artificial intelligence (AI) to recognize the needs of their guests and offer the most suitable services. Hotels can also use smart lockers to help guests manage their bags more efficiently. They can also use digital signs to provide directions to guests. In addition, hotels can utilize augmented reality (AR) to change the way guests experience the property.
While these services will certainly enhance the guest experience, hotels also need to ensure that they are protecting guest data. Protecting guest data and maintaining a high level of security in the digital world is a challenge. Hotels can use various solutions to protect guest data and manage cybersecurity risk.
If a hotel makes technological advances, they will be able to serve their customers better and gain more business. Smart technology advances are having a major impact on the hospitality industry, and digital transformation is accelerating the adoption of new digital tools, software, and services. With hotels competing more aggressively than ever before, properties are using technology to drive bookings and profitability.
Forms of Smart Hospitality Technology
With the help and guidance of technology, hotels can provide guests with an exceptional experience. Smart technology is changing the hotel experience for guests (and employees) and how these changes will affect you as a hotel operator or investor. To be successful, hotels must think and act digitally.
This solution enables hotels to automatically provide personalized and relevant services to guests before they even realize they need help. An example is a Microsoft solution that uses computer vision and AI to help guests select a specific room type when they book their stay and check in via a mobile app.
AR technology can be used to bring the hotel experience to life by enhancing the guest’s experience with visuals, content, and a virtual tour of the hotel property. AR has the potential to transform the way guests explore a hotel room and discover nearby restaurants, entertainment, and other features, as well as how they make reservations.
Digital Asset Management
This solution allows hotels to manage their digital assets such as images, videos, and content to create a consistent experience for their guests across all channels. It is often used in conjunction with other solutions to help hotels maintain a high level of security.
Digital In-Room Experience
This solution allows hotels to enhance the guest experience by integrating the guest’s room experience with other channels such as mobile, social media and chatbots. Guests can use voice or visual commands to control their room, request services and connect with friends and family.
This solution allows hotels to manage information displayed on digital signage throughout the property. Hotels can use this solution to run seamless marketing campaigns, display current hotel information, provide directions, and deliver a personalized experience based on guest preferences.
This solution allows hotels to manage their digital wallet to drive bookings, manage loyalty programs and provide a seamless guest experience across channels. Hotels can use this solution to engage guests with personalized content and offers based on guest preferences.
This solution allows hotels to collect and manage guest data to inform decisions, drive future guest engagement and protect guest privacy. Hotels can use this solution to identify guest preferences and provide relevant services based on guest data.
All these changes are happening because of the increasing use of technology. The hospitality industry is changing to accommodate not only guests, but also the people who work in hotels. Technology is changing how people work, how guests interact with hotels and how guests are booking their stays.
In order to stay competitive, hotels must keep up with these changes and make technological advances as part of their business strategy. Hotels that make technological advances are better equipped to meet guests’ needs and make them want to come back again. Ultimately, hotels that make technological advances can provide guests with an excellent experience and encourage them to share their experience with others.
They must identify the right guest segments and drive bookings through the appropriate channels. If they are not using data analytics to manage guest information and forecast demand, they will not be able to deliver an exceptional guest experience.
The Global Smart Hospitality Market size is expected to reach $58.3 billion by 2028, rising at a market growth of 28.4% CAGR during the forecast period.