Hotels could soon be moving into AI technology

Technology has now become a crucial asset in the hospitality industry, according to the panelists at 'Technology' seminar at The Hotel Show 2017. 

"Technology is improving the way we function as a hotel. From check ins to elevating the in-room experience, hotels have got to keep pace with technological advancements," said Richard Collins, general manager, The Ritz-Carlton Dubai.

Mobile connectivity at a hotel is no longer just about high-speed internet access, but about offering guests an immersive, personalised experience that boosts guest loyalty and increases hotel revenue. 

Hotels are now using an artificial intelligence ‘chatbot’ to interact with customers, and Rochelle Castillejos, director of revenue distribution & optimization, Gulf Hotels Group believes that it is the way forward for the industry as a whole.

"Some hotels are already playing around with the idea of artificial intelligence where all systems are interlinked and to give hotels a clear competitive advantage  when it comes to guest knowledge," said Castillejos.

"Investing in technology will only allow businesses to save time and money, and keep ahead of the competition," she added.

"Customers now want to check-in with apps, have keyless room entry, control lighting, room temperature, TV, curtains and wake-up call with a single smart device and we as hotels, have to make sure we deliver," Collins said.

From a revenue standpoint, Castillejos said that hotels can only benefit from technological advancements. Changes in technology and consumer behaviour are now creating new ways for hotels and OTAs to work together.

"There is a new breed of online booking channels emerging that exist to provide hotels with the valuable service of increased bookings, as well as the technology to bring hotels and guests closer together," she added.

The panellists were quick to point out the benefits of using social media to engage with guests and drive direct bookings.

"I'm one of the guys who's always on Instagram or social media and I'm looking forward to opening Dubai's most 'Instagrammable' hotel later this year. Hotels in this day and age cannot afford to over look social media when it comes to marketing their hotel," noted Paul Uglesic, general manager, Park Inn By Radisson Dubai Motor City.

According to Uglesic, with over 77% smartphone penetration across the GCC, the emergence of a new digital customer has put pressure on the hospitalier industry to stay relevant and for outlets to keep a competitive edge.

"If it wasn't for Instagram, half the people in this room wouldn't know about Giraffe Manor in Africa, a boutique hotel that allows you to have breakfast and interact with giraffes," Uglesic added.