Steven To, Managing Director, Africa & Latin America for Tink Labs, believes 2018 will see a breakthrough in five technologies for the hospitality industry. “Some hotels have already acquired and tested these technologies.”
1. Virtual reality to market in-destination activities
“Hoteliers have now realised virtual reality’s potential in the travel and tourism industry, with leading hotel brands, including Best Western and Marriott, having already introduced this technology to guests,” says To.
Marriott introduced an in-destination VR service called VRoom Service, which guests can use for 24 hours. The VR devices are loaded with ‘VR postcards’, which provide guests with travel inspiration, showcasing people's first-hand travel experiences. The feature has the potential to encourage new holiday bookings and even experiences offered in-destination.
“This technology will become the norm for hotels. Guests will not only want to familiarise themselves with the location pre-check-in but also experience local activities before booking them,” says To.
2. Internet of Things (IoT) enabled rooms
Hotel brands have begun to consider IoT platforms as a way to improve cost efficiencies and enhance guest experience.
Hilton, for example, has built a beta test room control for selected hotels. "Imagine a world where the room knows you, and you know your room," said Hilton CEO, Christopher Nassetta, at the SKIFT Global Forum.
The group hopes to build a hotel room with built-in voice control and temperature and lighting settings that are controlled via a custom app, available on the guest’s smartphone.
3. Personalised experiences
To says: “Apart from the free WiFi, personalisation of the guest experience is going to be the biggest factor a hotelier needs to consider. With the availability of guest data and technologies that plug into a hotel’s CRM, a tremendous amount of information is available about guest behaviour, all the way from pre-trip, to in-stay and post-trip.”
According to an Intercontinental Hotel Group study, nearly three in five travellers say their hotel stay is significantly more comfortable if services are personalised, and more than half admit that it makes them feel more valued.
To says: “Through guest data analysis, smart connectivity devices can provide greater behavioural insights, which, in turn, can help hoteliers offer a deeper level of personalisation.”
4. The Digital Concierge
By 2021 the number of people using messaging apps will reach 2.5 billion (according to a Statista report), making messaging a primary form of communication.
A Phocus Wright study revealed that “39% of people surveyed said they were completely comfortable using chat to contact the hotel front desk, while only 7% said they would not be”.
To says: “Brands such as IHG Group and Hyatt are already using third party social media messaging platforms, while others such as Marriott have built apps to facilitate instant messaging. Notably, as hotels attempt to engage guests through this technology, travel agencies are also entering this space to drive loyalty.”
He adds that technology providers are looking to integrate chat with hotel systems. “Chat communication is just another digital channel hotels can use to increase guest engagement and communication. Through a smartphone app, for example, we could see engagement opportunities over and above when guests want to change booking details; such as pre-stay and post-stay communication.”
5. AI and chatbots are set to lower operational costs
“As Artificial Intelligence (AI) and chatbots mature we will see more complex algorithms performing more complicated tasks. This should eliminate a lot of overhead operational costs,” says To.
Finding the balance between human hospitality service and technology is going to be key as hotels try to reduce operational costs, while increasing overall guest ratings. To believes that 2018 will continue to see predictive AI and chatbot guest technologies emerge, providing hotels with the opportunity to off-load menial tasks and better utilise resources.
