In March 2016, Hilton revealed the launch of “Connie”, the world’s first robot concierge. While the pilot took place at a hotel in the USA, Hilton McLean in Virginia, recent news in the Middle East has also featured hoteliers implementing innovative front-of-house and in-room technologies to take the guest experience to the next level.
Are these new hotel technologies simply a sign of the times? Or, in a region such as the Middle East, where building personal relationships with guests is very important, are global tech trends simply not relevant to this market?
According to Hotelier Middle East’s poll, 58.3% believe that personalisation is too important in this region for tech trends to take hold in hotels. The industry experts we spoke to were unanimous in the opinion that technology cannot, and should not, replace the human connection. However, the goal has to be striking a balance between the two.
Hotelier Middle East’s 2015 Front Office Person of the Year award winner Felix Tochukwu Alozie (concierge at the Radisson Blu Hotel Dubai Media City) said hotels must strike the right balance, but argued that the human service element will always top tech developments: “While iPads and robot concierges offer guests stereotypical and automated responses, they do not offer the human touch. I truly believe guests prefer personalised interactions with hosts of a hotel rather than having to deal with automation. We are in an extremely competitive market and I am sure such trends will be introduced in many hotels to try and stand out… Hotels face fierce competition and what really gives an edge is the level of service they deliver.”
“A robot concierge will deliver information that is detailed and available 24/7, but where is the human aspect? Where is that hospitality spirit?” agreed Jannah Hotels and Resorts CEO Nehme Imad Darwiche. Nevertheless, as an advocate of technology in other aspects of hotel operations, Darwiche is convinced of the benefits of technologies such as tablet check-in, or contacting a butler via WhatsApp (a service which is currently available in Jannah properties) as a “stress reduction tool” for guests.
| Advertisement |
“For example, we are introducing the iPad check-in in our new [Jannah] Dubai Creek hotel,” Darwiche continued. “With the fierce competition between hotels, leaders of the industry will start hunting for uniqueness and there is nothing more unique than that of pioneering tech trends.”
Meanwhile, Wojtek Orlewicz (director of front office at Amwaj Rotana, and highly commended nominee in the 2015 Hotelier Middle East Awards Front Office Person of the Year category) suggested the answer for hoteliers must be to offer guests the choice.
At the same time, he commented, the skills of a Clefs d’Or awarded concierge (like the chief concierge at Orlewicz’s hotel) are “irreplaceable”. “We are after all, in the business of hospitality so we should not lose that human touch.”
“It is good to employ a certain level of technology so that guests can have their pick. Those who prefer to go down that route can still use devices and those who prefer to be looked after by a member of staff can have that option too,” he added.
Like Darwiche, Roger El Khoury, CEO of tech consultancy Neorcha, said he views technology as a competitive point of difference for ultra-luxury hotels. Which is why, El Khoury argued, Dubai is a world leader in “smart-room” technology, which allows guess to open curtains, and change TV channels through integrated devices.
El Khoury’s prediction for the next generation of smart rooms is control of room amenities through the hotel guest’s own device, rather than an additional device supplied by the hotel. Neorcha has not yet worked on creating such a platform, but El Khoury suggested this is the natural evolution of smart room technology, and also more cost-effective for hotels themselves.
Article continues on next page...
Search our database of more than 2,700 industry companies
