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Over the past few years, internet integration has had a major impact on hospitality property operations and the guest experience.
Here is how 5G is changing the hospitality property industry.
Welcome to another edition of Hospitality Property School.
I am your instructor, Gerry MacPherson.
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Maintaining fast, reliable Wi-Fi and a consistent connection have become one of the leading goals for hospitality properties looking to improve guest loyalty.
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With more and more guests signing into hospitality property networks and business operations shifting to the cloud, the call for a solid internet infrastructure has become crucial, stretching some properties to the edge of their abilities.
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How 5G Is Changing the Hospitality Property Industry
While this technology has slowly been rolling since 2019, it is estimated that 40 percent of the world will be using 5G networks by 2024, accounting for a quarter of all mobile traffic data and the biggest benefit – speed.
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Using 5G, data delivery speeds will reach an estimated 2.5 gigabytes per second, outstripping 4G’s current potential reach of 12.5 megabytes per second. While the benefits are clear for the guest-facing side of hospitality, these speeds will also allow business owners to attain unprecedented levels of connectivity for back-of-house operations.
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To reach this point, a lot of preparation has to be accomplished first.
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What are the facts about 5G
5G is more than just speed. Look how it compares to 4G.
- 5G technology will have access to low-band, mid-band and high-band spectrums allowing for an exponentially greater number of channels capable of transmitting data.
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- Data transfer speeds are as much as 100 times faster than what is currently available over 4G.
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What are the benefits to hospitality properties?
Guest convenience is the name of the game in the hospitality industry, with operators constantly seeking ways to streamline the guest experience with new digital tools and platforms. 5G can enable operators to revolutionize their offerings with cutting-edge in-room and cross-facility services.
Other benefits include:
- Ensuring guest orders and interactions with the property are never interrupted.
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- Properties will gain the ability to instantly react to guests’ needs, requests, or even reviews.
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- Properties will be able to deliver on a variety of capabilities and services with little or no lag time.
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- Faster data transfer speeds allow properties to push direct marketing offers to their loyalty members based on their on-property purchases.
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- 5G allows essentially any device that is on a property to be connected to the same network.
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- Increased data speeds will also help properties as more and more functions of the hospitality experience shift to digital interactions.
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- Contactless point-of-sale operations, helping manage guests purchases and tipping for employees.
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- Heat maps for understanding the guest’s journey by tracking their traffic alongside purchasing data. This allows properties to identify potential opportunities to improve revenue by tracking amenity usage and guest activity based on location and time of day.
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- Greater accuracy when targeting guests with personalized offers or discounts.
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- Tracking analytics over large databases to better predict guests’ needs.
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- The ultra-low latency for data transfers, allows operators to instantly react to current events in order to alter rates, adjust the guest experience, accommodate artificial intelligence and machine learning tools, and more.
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Are these make sense so far?
Let me know in the comments.
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- Through the use of sensors and video analytics, augmented reality powered by 5G will allow guests to navigate large properties prior to booking the stay and while they’re checked in.
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- Hospitality brands are facing fierce competition as travel starts to recover and traveller behaviours and desires shift significantly during and post-pandemic. Personalizing the guest experience helps properties differentiate their offerings from their peers while helping build meaningful experiences and stronger relationships with their clientele.
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- Unlike 4G, when a high level of connectivity would bog down a network with unnecessary data transfers, a 5G-enabled property would have no difficulty meeting these needs while improving the guest experience. Think seamless TV experiences, including on-demand, live, and mobile TV; enhanced gaming speeds to deliver near-real-time virtual experiences; and virtual exercise classes that can come engrossingly close to the real thing.
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In conclusion
How 5G is changing the hospitality property industry? The next generation of mobile technology has already arrived. With its arrival comes wireless speeds that outclass the previous generation by several magnitudes. This technology is not only serving current data demands but as it rolls out will improve in order to serve the needs of users in the future as well.
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Few hospitality properties saw the value of semi-automated operations prior to the pandemic, but today tools such as these are required to remain operating amid labour shortages. Also, guest expectations have only increased, along with their reliance on smartphones to research, book, and experience travel. These trends are driving the need for a more comprehensive 5G network.
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We cover more on marketing in “The Guide to Owning & Operating a Hospitality Property – Successfully” book & course. You find more information at KeystoneHPD.com
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Are you going to install 5G on your property when it becomes available in your area?
Let me know in the comments.
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You will have access to this episode for the next six weeks and then it’s locked in the vault for Hospitality Property School Group members only.
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To see all the other valuable material you’d have access to as a member of the Hospitality Property School Group, check out the short video in the episode post-show notes.
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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. You can find the link in the show notes.
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⇒ TO READ OR LISTEN TO THIS EPISODE ON KEYSTONE HOSPITALITY PROPERTY DEVELOPMENT:
https://keystonehpd.com/how-5g-is-changing-the-hospitality-property-industry-ep-276
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