Author: Kourtney Borman – Konquest
Hospitality is, and always has been, a human experience. Really, one cannot be discussed without the other playing a key role.
So, why would we even want to discuss how technology can improve hospitality, particularly guest experience? Surely, things like computers and AI tech would just remove the human aspect from it.
The truth is that technology isn’t here to replace humans when it comes to guest experience but, rather, to enhance it, make it better, and allow humans to take on the more important aspects of hospitality.
From hotels looking to meet the rising expectations of tech-savvy travelers to innovative solutions that help improve personalized interactions, let’s look at a few ways technology can help improve guest experiences.
Streamlined Processes
There are, quite frankly, a ton of areas where tech can streamline boring, time-consuming processes in a way that lets the focus go back to the consumer. For instance, take a tired passenger who has just completed a long car ride; they only want to head to their room and not stand in line, waiting for their keys. Or the diner who has gone to a busy restaurant and their server is, unfortunately, preoccupied.
Here’s where tech can shine.
For tired hotel-goers, mobile check-in options can reduce the need to wait in line. Or perhaps an ordering app reduces the time it takes to order, letting servers focus wholly on their guests and improving their meal experience. These are only a few solutions provided by technology.
Remember: communication is key in the hospitality industry. When businesses can make things better, faster, and more efficient, they should take the opportunity to do so. That tired passenger could be better served by the front desk service welcoming them and seeing if they need anything to make their stay more comfortable rather than waiting to check-in. Or the diner might have a better experience with a waiter who, instead of rushing back and forth to the kitchen, can offer meal recommendations or recommend local sights to visit.
Again, the goal with technology should be to free up humans on both the worker and client side to do more ‘human’ things, namely direct interaction. This saves time and makes things more convenient and comfortable for guests, which is what hospitality is all about.
Personalized Interactions with Guests
Speaking of interactions, incorporating technology into guest services can also really facilitate personalization on a deeper level. By analyzing patterns and trends using customer relationship management (CRM) systems, hospitality professionals can anticipate guest needs and proactively address areas of improvement. This, in turn, fosters an environment where the guest’s experience continuously evolves to exceed expectations.
Imagine using AI and technology to review a new customer’s favorite drinks or meals they’ve ordered or what they like to do in a new area. That information could then be used to suggest local attractions, meals, or places to stay based on previous preferences, tailoring the experience without extra work from individual staff members.
We can narrow this down to even more one-on-one experiences, such as providing guests with control and entertainment right at their fingertips. Smart room systems can let guests adjust lighting, choose entertainment options, order meals, and so much more – all without staff needing to take time out of their other activities to manage these ‘small’ interactions. Guests are happier, service is quicker, and staff can focus their attention on broader, more integral tasks.
Elevating Safety and Security Measures
One of the biggest things I am always worried about whenever I travel, and something I know anyone in the hospitality industry is also concerned about, is guest safety and security. Luckily, this is one more area where technology can step in, improve the overall experience, and relieve the burden on staff.
Tech, including advanced security features such as biometric scanning, facial recognition, and 24/7 surveillance systems, can help ensure that hospitality sites are secure while maintaining guest privacy. Furthermore, implementing contactless payment solutions can help reduce physical contact, aligning with enhanced health protocols in our post-pandemic world.
These are only a few ways to embrace security tech to create a safer and more secure environment while improving operational efficiency. This, in turn, translates into an improved guest experience.
Embracing Technological Advancement
Overall, the idea of technology in hospitality is to automate tasks that would otherwise require staff members’ attention and energy. By freeing up staff, they can focus on the more human aspects of hospitality, which guests remember and focus on. Technology is here to facilitate those connections rather than the other way around. Still, we must use that promise of future innovation and turn it into unforgettable service experiences.