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Digitalization is continually advancing and is not stopping in the hospitality industry.
With digitalization, guests’ behaviour and expectations of a hospitality property are also changed.
Today, how to use digital technology and stand out from the competition.
Welcome to another edition of, Hospitality Property School.
I am your instructor, Gerry MacPherson.
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By ignoring new technologies, hotels, resorts, inns, bed and breakfasts etc. risk being left behind at a time when standards are increasing dramatically.
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A major example of technology becoming standardized in hospitality properties is free Wi-Fi. Just a few years ago, Wi-Fi at properties was considered a unique selling point, but today it’s considered a basic requirement for guests. Booking rooms online, once an innovation, is now normal, and being impressed by large TVs and pay-per-view films are long over with the introduction of Netflix and other multimedia platforms.
Nonetheless, digitalization doesn’t only compel hospitality properties to keep up, it also offers the opportunity for properties to exceed guests’ expectations.
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Hoteliers and innkeepers can impress their guests with a whole new era of modernism instead of offering the basic bed in a room.
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Today, travellers expect state-of-the-art technology at hospitality properties that is as good as or better than they are used to at home.
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What guests experience at home includes much more than just Wi-Fi.
They are used to seamlessly switching between tablets, laptops, and smartphones, listening to music on internet-based platforms or streaming movies or their favourite show on their Ultra HD Smart TV. And as far as communication goes, today, we communicate via Facetime, Skype, Facebook Messenger, or WhatsApp.
How to Use Digital Technology
Hoteliers and innkeepers need to apply digitalization to heighten the guest experience and this process is already evident in some parts of the industry:
- Netflix and other streaming services are replacing pay-per-view
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- digitized guest directories with chat
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- booking functions are replacing traditional printed guest directories
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- guests can now check in with just a few clicks on their smartphone or tablet
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What do your guests want?
Instead of investing in every new shiny technology or jumping on the trends, it’s important to find out what your guests want and you can do this by listening. This way you can pinpoint what’s missing at your property and how to address the wants of your guests.
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Is this important if your target audience is an older clientele?
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Digitalization doesn’t only appeal to millennials. Yes, the younger generation has grown up with digitalization but it also appeals to older generations who are adopting technology at a faster rate than ever before.
According to Statista, 69 percent of 60 to 69-year-olds, and 36 percent of over 70-year-olds regularly use the internet and are becoming increasingly skilled with new technologies.
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Do these make sense so far?
Let me know by leaving a comment.
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A closer look at travellers
Millennials
At the beginning of this decade, “millennials” will make up about half of the population, and therefore a huge amount of potential hospitality property guests. These people are likely to have grown up with digitalization, meaning they expect to find digital solutions in all aspects of their lives.
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Generation X
Those born between the 60s and early 80s have in general adapted well due to the integration of technology in the workplace. Members of Generation X have needed to adopt technology, and as a result, are likely to make full use of digital solutions.
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The boomers plus
Statistics show that older generations are adopting technology at a faster rate than ever before. This is especially the case when it comes to communicating with family members through new forms of technology.
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We’re all used to digital communication and the increased availability and connectivity it brings. We also engage in more interactive and personalized experiences on a daily basis than ever before due to the widespread adoption of digital communication and entertainment platforms.
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Hospitality property owners and managers need to take notice of this extreme change in how people communicate if the industry is to advance in line with the rest of the world.
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Not only do guests expect a digital infrastructure similar to what they have at home, but they also want to experience new, exciting innovations that they don’t experience anywhere else.
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According to a survey conducted by ITB Berlin and Travelzoo, by 2030, one in every two respondents wants smart rooms in the property that automatically adapt to personal preferences.
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The results of the Future Hotel Guest Survey indicate that travellers would like a more individualized experience during their stay.
- Almost half said they would like to be able to choose a specific hotel room before they arrive
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- the option to choose particular features
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- want more flexibility and spontaneity with check-in and check-out times
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The stay and digitalization
The idea of digitalization is not a stretch. The travel industry is already highly digitized with digital maps, booking platforms, and even travel to and from a property is highly digitized. The post-stay phase is also highly advanced with review websites and platforms making it easier than ever before for guests to review their experience for all the world to see.
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If you are a member of the Hospitality Property School Group, as a bonus, I am talking about individual technologies for digital guest communication.
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If you are a member of the Hospitality Property School Group, as a bonus, I am talking about individual technologies for digital guest communication.
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Chatbots
Chatbots work using algorithms to answer basic questions by guests. They’re useful for giving guests answers to simple questions, but they struggle when it comes to more complex requests for information.
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Digital guest directories
They can be updated from a central point, allowing you to relay information to guests in an instant. They also can be used as an interactive tool for providing information and enabling sales.
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Digital voice assistants
Alexa, Siri, and Google Home are already well acquainted with the private sphere, but they are also being considered for the hotel room. As it stands, their use is hampered by data protection laws.
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Property apps
Hotel apps are appealing because they go with a guest wherever they take their smartphone. They’re being heavily invested in by the large hotel groups.
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Property telephone systems
You might think that telephones in hotel rooms are an outdated concept, but the digitization of these services is creating new and ingenious ways that hotel phones can be used by guests.
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Self Check-in and out
It is already common in the air travel industry and now is an option to better serve your guests. Choices are growing daily to offer this service and improve your business.
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Service robots
Robots manning reception are currently making the headlines in Germany and Austria. In Japan, there are entire hotels managed by robots. AI is expected to change the hotel industry.
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Smart TVs
Watching TV has been transformed since the days of flicking through just three of four channels. Now guests can watch what they want, when they want, in super ultra HD.
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In conclusion
It’s a Win-Win!
Digitalization has advantages for both guests and hospitality property owners and managers.
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For property guests;
They can experience the same or a better level of digitalization than they’re used to and experience on a daily basis.
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For hoteliers and innkeepers:
- They can seamlessly connect their establishment with the rest of the digital world which will result in a higher level of guest satisfaction.
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- Allows them to react to real-time critiques or reviews, bettering the service they can offer and increasing guest satisfaction.
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- Benefit from providing guests with targeted information and offers, helping give guests a personalized experience.
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Working digitally is a much faster and more cost-effective way of working than more traditional means, meaning employees can put more time to ensuring the guest experience is the best it can be. Through digital guest communication, you’ll optimize processes, generate cost savings, and increase guest turnover.
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What digital technology do you use at your property?
Let me know in the comments.
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We cover more on customer service in “The Guide to Owning & Operating a Hospitality Property – Successfully” book & course. You find more information at KeystoneHPD.com
You will have access to this episode for as long as you would like but if you would like to see all the bonuses you would have access to as a member of the Hospitality Property School Group, check out the short video in this episode post-show notes.
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In the next episode, I will talk about Ways to Improve Operations.
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That’s it for today’s episode,
Until next time, have a fun day.
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If you haven’t done so yet, make sure up sign up for the INNsider Tips, say hi on social and join one of our groups. And make sure you get your free copy of the “How to Improve Your Hospitality Properties Success”.
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You can find all the links in the show notes.
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⇒ TO READ OR LISTEN TO THIS EPISODE ON KEYSTONE HOSPITALITY PROPERTY DEVELOPMENT:
https://keystonehpd.com/how-to-use-digital-technology-and-stand-out-286
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Did you get your copy of the “How to Improve Your Hospitality Properties Success” ebook?
KeystoneHPD.com/How-to-Improve-Your-Hospitality-Properties-Success
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A Division of Keystone Hospitality Property Development
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Very useful article with good content. Thanks for sharing.