How can digital transformation take it to the next level?
Most readers will agree the technology evolution in hospitality has been rapid. Many may feel it lags other sectors.
When I joined the industry, decent revenue was made from bedroom telephones and internet access. Hotels charged £15 a night in the UK for a wired connection that could only handle email and internet browsing. When it came to technology, Guest Experience was an afterthought. If it didn’t generate revenue, it wasn’t worth doing.
Checking in and out was a chore, queuing to fill out a reg card and collect your key, waiting for your folio to be printed at check-out (when you already had a copy slipped under the door).
David Derbyshire, Director Service Delivery, Property Technology Services, Hilton
Today is very different. Check-in and choose a room pre-arrival, go straight to the room, order room service or book a table via an app or the TV. Stream content as effectively as at home. Check-out without visiting the front desk. Guests have real choice, and the digital experience has come a long way.
The integration of technology is no longer a luxury but a necessity. Its deployment can significantly enhance guest experience pre-arrival, in-stay and post-stay while enabling cross departmental collaboration.
Enhancing Guest Experience through Technology
Now we expect more than comfort and convenience; we seek personalised, memorable experiences. Technology serves as an enabler but shouldn’t distract from human service, particularly in the luxury market. Mobile apps can make the experience almost frictionless, saving time and adding a layer of convenience that enhances overall. Behind the scenes, operators use myriad solutions to drive service delivery and operational effectiveness.
Artificial Intelligence (AI) and data analytics can already enable hoteliers to gather and analyse guest preferences and behaviours. Such rich data can be used to offer better segmented and optimised marketing, provide personalised services in-stay, and to gauge guest sentiment and affinity post-stay. The cycle can then repeat, encouraging additional custom and loyalty.
Departmental Collaboration
Collaboration is key to a seamless guest experience. Technology plays a pivotal role in its facilitation. Integrated Property Management Systems (PMS) can provide a unified platform where information from various departments is consolidated. All departments are empowered to respond swiftly to guest needs.
e.g., a guest requests extra towels through the mobile app, housekeeping receives an instant notification. Front desk tracks the status of the request, ensuring it is promptly fulfilled, eliminating bottlenecks and enhancing operational effectiveness. This enhances productivity and fosters a culture of teamwork and accountability.
The Role of Digital Transformation
One limitation of using multiple technology solutions can be a lack of integration. Hotels are managing multiple ‘black box’ solutions that don’t communicate with one other. The anticipated advantages of these products can be lost in a confusion of data. A digital transformation programme can serve as a catalyst to take guest experience, productivity and operational effectiveness to a higher plane.
This involves a strategic overhaul of processes, culture, and customer interactions, facilitated by digital technology. It begins with an assessment of the ‘as is’ technology landscape and identifying areas for improvement.
Implementing a digital transformation programme can facilitate the adoption of newer technologies, such as AI, IoT, and cloud computing. Training staff to use these tools is important to ensure they can leverage them to full potential. A robust digital infrastructure allows for seamless integration, ensuring the hotel remains agile and adaptable to changing guest expectations.
Data security and privacy are critical to any digital transformation initiative. Operators must invest in secure data management systems to protect guest information and comply with regulation. This builds trust with guests and safeguards the hotel’s reputation.
Technology integration can enhance guest experience by offering personalised services and streamlining operations for team members to best deliver service. Effective collaboration across departments, facilitated by technology, ensures that guest needs are met promptly and efficiently. A well-executed digital transformation programme is the cornerstone of this integration, enabling hoteliers to remain competitive and responsive in an increasingly challenging operating environment.