By Demo User

Digitization challenges for hoteliers


All participating experts also agreed to put the customer at the heart of technology; A technology that serves to satisfy you and to find solutions that are easy to implement and develop. According to Andreas Pröfrock, director of Strategic Alliances and Technology Partners at Alcatel-Lucent Enterprise International, the key is “to introduce that information and technology available in the hotel’s operation with total transparency to support customers and employees.” That is why digitization represents many challenges for hoteliers:

  • Automation: For Mareike Rossmann, Accommodation Director at IgnitionOne / Lindner Hotels, “it is necessary to start thinking about it throughout the entire travel cycle, before, during and after, to know the best moment and the most appropriate channel for Interact with the client, to be able to predict their behavior; Know what he is interested in and respond appropriately to that need. “

  • The internet of things will become, in the words of Pröfrock, in “the hospitality of things, where everything will be connected to personalize the customer experience.” Not surprisingly, he explains, “the guest who will not have a refrigerator connected at home will want to take that experience to the hotel, so they will be more demanding with the experiences they expect to receive. You will want to control all the elements of your room through the available devices, which can also mean greater cost efficiency. “ The key element will be “security, to ensure that no one else can access the system.”
  • The client’s mobile phone will become precisely that device that, integrated with the hotel system, will allow to control all the options available within the room. The next step to achieve their satisfaction will be, as Pröfrock points out, “the natural use of applications through the voice”. In fact, Aloft Hotels already offers rooms with voice activated commands, according to HOSTELTUR tourism news.

In this sense Rossmann believes that “the multiple devices used by the customer are not a challenge, but a greater opportunity because they generate more connection points with him to be able to personalize the service and to retain it.” And, added Pröfrock, “connection, personalization and enjoyment are the three fundamental aspects of the hotel experience.”

  • Artificial intelligence should target “routine tasks such as system security or room experience,” says Sarah Kennedy, vice president of Global Marketing and Saber’s Portfolio Strategy. In this sense, Pröfrock asks, “Will the use of robots and artificial intelligence in processes occur on a large scale in five years? I do not know, but in a decade, I’m sure. “

  • Hotel website: The improvement of the customer experience, according to Rossmann, “starts on the website, which acts as a digital reception, as if entering our hotel.” From that moment Rossmann advocates “to take advantage of all the data that the client facilitates us to improve processes; You have to lose the fear to use all the information that they give us every day, to use it to offer our services in a relevant way and to obtain a greater loyalty.