The Radisson Red brand intends to tap into the tech-savvy market by introducing an app that will allow guests to adjust the environment within the room in accordance with their moods and preferences.
Hotel technology, if applied efficiently, is a powerful tool that can strengthen the public image of the hotel, smooth the operational efficiency of the standard procedures, increase loyalty to the brand and considerably minimise operational costs.
But because of the initial capex, technology in hotels has to be adaptive and make a demonstrable return on investment.
So how is technology improving hospitality service and room features?
It’s all about the experience
According to a study conducted by Cornell Centre for Hospitality Research in 2014, it is estimated that the millennial generation will represent 50% of all travellers by 2025.
This clearly emphasises the importance of attracting millennials, among others, by meeting and exceeding their travelling requirements.
Millennials are known to have redefined the parameters of traditional luxury consumption giving more importance to experiences than material products. As such, there is more prestige attributed to travelling and generating memories, than buying expensive items. Millennials are also characterised by their high concerns for, and awareness of, the environment; being constantly online through their social media channels, and fast to post bad reviews, thus exposing the service provider to quick and major reputational risk.
So how are hotels around the world using technology to keep their guests engaged for the duration of their stay?
Experience 1: The Booking Process
The first interaction between a guest and a hotel usually takes place during the reservation process. This is when the decision-making process actually materialises; hence, it is critical for the hotel to provide the most accurate and up-to-date information about the property and its amenities/services. Whether it is an online travel agency or a direct booking channel, hoteliers aim to maximise conversion for their properties. As such, they supply websites with quality visual impressions, facility description and contact details, making the User Interface (UI) and payment procedure as smooth as possible.
Example
Hilton’s HHonors app allows its loyalty programme members to select the exact room location and configuration (king bed versus two separate beds) a day before arrival.
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