Digital transformation in hospitality is not just about technology investment, but relates to the methods business restructure themselves to adapt and change work culture that help to take their businesses to new levels of growth. Moreover, the digital transformation in hospitality was accelerated by a pandemic resulting in a widening technology-mediated customer experience. This post will highlight the current the innovative technologies in the hospitality industry and illustrate how technological innovations can transform hospitality business operations and marketing as well as reshape customer experience.
What is digital transformation in hospitality?
Digital transformation in hospitality is the implement and reconciliation of various advancements taking all things together regions of the inn, systems, products, and surprisingly the actual structure to enhance productivity and visitor fulfillment while solving the current and future problems. In a survey of event planners, 75% say they get most of their information about a potential venue from its website. Before choosing a venue, the same survey found that planners
- Check room capacities – 85%
- Visit the site – 72%
- Review floor diagrams – 67%
- Review venue location on a map – 63%
- Submit an RFP – 62%
- Review room diagrams – 52%
- Test setups – 15%
To convert the highest amount of leads possible, hoteliers need to apply the technology behind digital transformation.
Why is digital transformation revolutionizing the hotel industry?
Digital transformation is, no doubt, one of the key element of industry growth today. But since the sudden COVID-19 pandemic outbreak hit the “pause button” hard-full stop. Therefore, the hospitality sector especially is losing its positions day after day. Many hospitality corporations agree that digital transformation is the main driver to staying on top of their competitors. Here are the reasons:
- Reduce the waiting time: Hospitality that provides self-check-in and guidance can decrease queues in place. It results in improved customer satisfaction.
- Improve communication flow: There are many communication channels such as Facebook, Instagram, email, etc. that Hospitality business can apply to connect with their visitors to provide them updated information at the right time. In some cases, the hotel managers can take timely actions to prevent the media crisis.
- Limit the carbon footprint: Instead of printing paper forms, key cards, you can get your customers to install a mobile app to accomplish these processes easily. This would be a good point for your business when the community recently has more demands on green lifestyle to assure a sustainable growth.
- Understand your customers: When using data analytics, you can have more information related to your customers’ demographic index, preferences, and tastes so as to maximize their experiences by personalizing your marketing campaign.
- Increase your brand awareness and improve your performance: Most of your leads and potential guests tend to believe in the reviews of your previous visitors on Google, Facebook, TripAdvisor. So try to take benefits of these.
Digital transformation in hospitality ideas and trends you need to know for 2022
Personalization as a crucial element of your travel business
Personalizing packages and marketing campaigns depended on customer preferences becomes a piece of cake with the innovative technologies like big data and cloud computing. At the same time, personalization is a synonym for success. For instance, micro travels that offer less hectic itineraries and are focused on a particular interest are a perfect personalization example. By means of implementing big data that assists in offering valuable insights into the guest’ habits (e.g., favorite destinations, airline preferences, snack choice), travel business now can significantly enhance the overall level of their customized offers.
On the other hand, mobile apps send out personalized emails to engage guests and keep them informed with the newest trends in the travel industry. Personalization is expected to play an even more important role in the travel sector in future as providing relevant information and content for bettering user’s experience becomes a focal point of the digital transformation strategy.
Mobile remains front & center
Mobile will keep on being the spine during the time spent enhancing the innovation behind the cutting edge inn experience. A marked app considers two-route correspondence among guests and the property: guest can get to any inn administration and other data whenever (for example, request room administration supper while they are as yet in the spa), while the lodging can apply the application to connect with guests at the right second, sending significant notifications, updates, offers, and cautions. Hotel app can provide following features:
- Booking options
- Remote check-in/check-out
- Restaurant booking with in-app menus
- Chat with staff
- Guest services (in-room dining, laundry, etc.)
- Hotel map
- Other timely l information (flight schedules, hotel entertainment)
- Room key features
Today’s smart room applications represent only the first iteration on the way to next-generation rooms. So, there is still enough space for innovation, and any hotel can now support to reshape the future of the hotel industry with fresh ideas.
Artificial Intelligence (AI) in the Guest Experience
Simulated intelligence arrangements with AI calculations examine enormous information to provide exact evaluations across various digital transformation in hospitality sector and hazard the executive’s measurements, empowering organizations to enhance their dynamic capacities altogether.
Use cloud-native solutions
With the additional content and capabilities that hotels are providing online, a reliable network is crucial to assure websites, booking functionalities, and mobile access continues to operate quickly and properly. Indeed, Cloud-native solutions delivers advantages that desktop systems and manual processes just can’t touch. Besides providing more availability, scalability, and security, cloud-native solutions offers services quicker and with higher quality.
On top of that, the Cloud technology enables hotels to move beyond desktop and legacy applications, which lower installation and maintenance costs. Instead, services run on a subscription model and don’t ask searching for extra server space, hosting, or bandwidth. And since cloud-native solutions operate in several data centers, there will always be a system available – even in the event of a power outage or bad weather.
Optimize daily operations with IoT
IoT is a network of interrelated computing devices, mechanical and digital machines through the internet to improve user experience. The hospitality industry has applied it further by allowing their Property Management system (aka hotel management software) to integrate with their guests’ personal digital gadgets.
It boosts up the hotel operations significantly internally. No more paperwork for manual check-in and keeping housekeeping in sync with the front desk through your hotel management software. Hotels have also installed built-in sensors for room light, TVs, and answering guest queries with in-room voice recognition. These lift off a tremendous workload for the front desk operation ultimately cut down hotel costs and expenses.
In a world transformed by social distancing, planners, attendees, and visitors will expect contactless solutions wherever possible. 88% of customers say they’d feel more satisficed staying at hotels that use technology to limit direct contact.
For example, the Four Sisters Inns recently applied a messaging platform that clients can use to communicate with hotel staff. The guest can make requests, all in a contactless fashion. Moreover, the contactless payments or check-in/check-out, ordering room servicers can all be accomplished through a mobile app or online.
Peppermill Casinos is now using Agilysys rGuest Express for self-service check-in/check-out, restaurant reservations, room ready messaging, and mobile room keys. With this new solution, staff can keep a safe distance from soiled linens and track daily movement of inventory. Hence, the storerooms are always well-supplied.
The fact that clients can book immediately also means they can share their reviews via Facebook, Instagram, TripAdvisor… That’s why technology has pushed hotels and restaurants to focus even more on offering quality customer service. Whoever needs a superb review or want to take care of the level of experiences they render to a customer. While the man goal is to provide a better customer experience, it is important to understand that you need to offer the “right” customer experience to the “right” guest.
Add interactive elements on your website.
To deliver a satisficed and user-friendly experience for planners researching your venue on your website, consider including interactive elements. You can think about the planner and what kinds of things they’d like to see on your website. For example, “Imagine you are the planner who will look at your hotel for an event,” “What will they see? What type of information will they be able to get? Looking at what the experience is like through the lens of your customers is a really great first step.”
Use smart technology within guest rooms.
Including smart hotel technology within guest rooms is another way to ensure a socially distant and safer guest experience. And since customers will likely be spending an increased amount of time confined to their rooms. Therefore, it’s practical to invest in these kinds of solutions and will improve the overall guest experience. For example, Google and Volara partnered to enable hotels to run the Google Nest Hub. This enables guests to use voice commands to request amenities, control the TV, change room temperature and more. Moreover, some properties are already using this technology, such as The Gale South Beach and Viceroy Hotels & Resorts.
How is your organization keeping up with technology? Talk to our digital transformation experts to know more about the impact of digital transformation on the hospitality industry. We can help you evaluate opportunities, recognize the outstanding business value from technology and implement your strategic business plans to transform your organization.