Technology and its applications in hospitality frequently crop up in conversation, especially with innovations entering the market on a regular basis. But it has never been more prevalent than today — and across multiple platforms, including e-commerce, social media, keyless entry, hotel apps, robot concierges, and so much more. It’s a whole new sphere of differentiation.
In this issue, the theme runs through almost every feature. From the housekeepers in the advisory panel talking about new tech that would make them more efficient, to the cover star of Hotelier Middle East April issue Kees Hartzuiker from Ròya International, discussing why hotels need to up their e-commerce game and tap into the potential it offers.
It continues with our other columnists in the April issue of Hotelier Middle East, with virtual and augmented reality in focus, as well as social media copyright. There is also a feature in the magazine this month on hotel technology improving guest experience, and taking social media to the next level (pg 72-74).
In the last few weeks, we’ve seen an increase in the number of hotel groups share launches of new technology-related initiatives, all created with the hope of engaging guests.
For example, in line the ‘Smart Dubai’ initiative announced by His Highness Sheikh Mohammed bin Rashid Al Maktoum, UAE Vice President and Prime Minister and Ruler of Dubai, The Address Hotels + Resorts, is promising its guests advanced in-room automation services with the launch of its ‘iGenie’ platform for in-room iPads across its properties. This service allows guests to access all the products and experiences the group has to offer from the comfort of their room.
Hotel groups are also going beyond in-room automation. In an effort to tap into the traveller of today, who is concerned about their health, Westin Hotels & Resorts has partnered with FitStar by Fitbit to debut a series of fitness programmes, now available at many of the brand’s 200 hotels around the world.
Speaking of Starwood, I met with W brand leader Anthony Ingham recently (read the interview in the May issue), who felt that technology was one of the brand’s touchpoints — think back to the brand’s Snapchat campaign called “Wish You Were Here”.
In a market where the average Saudi consumer now owns 2.3 connected devices, with 86% of the Kingdom’s consumers online daily (according to Google’s latest Saudi Arabia Connected Consumer Survey), making sure you, as a hotelier, are at the top of your technology game, is greatly important.
Technology doesn’t need to be complicated, it just needs to be harnessed to engage consumers effectively.
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