How Are Current Tech Trends Impacting the Hotel Experience In 2023?

“The popularity of Chat GPT, and other AI technology that will integrate into the platforms we use every day, will change guest expectations as well. You can now get structured, elaborate, answers to complex questions or automate mundane tasks in mere seconds.

This instant gratification will most likely have an effect on how guests perceive their experience along their journey. It’s all about a balance between implementing tech and the human connection: a check-in at a hotel shouldn’t be about filling in forms with data that a hotel already has (this should be automated), but about being a host for the guest.”

“Unlike the software industry, the hospitality industry is lagging behind in tech trends. And especially on the meetings and events side for sales and marketing. It’s still very much a reactionary environment for acquiring new prospects and nurturing existing customers. One which relies on other sources from businesses, like brokers and third parties. The industry has benefited from some great times for over a decade and the need to change hasn’t hit critical mass. But times are changing.

Remote work culture and the rise of the non-professional meeting planner industry leaders like Christi White are talking about right now. New prospects aren’t using platforms and RFPs. They’re using Google and they need a lot of help since many of them have little or no experience. That’s a HUGE shift and opportunity for proactive sales professionals. Focussing on direct business will help attract these new prospects and improve the guest experience by offering a highly-personalized journey from the first touch through testimonial requests.”

“Tech is allowing hotels to dial in so much closer to their customers and get in front of their target audience. The cast net is not so wide, and conversion is much higher. Also, the variety of options that impact marketing and experience is multiplying.”

“I previously answered the marketing question. But the guest experience and staff shortages post-Covid are creating an opportunity to rethink the way we deliver hotel services and guest experiences. Tech can activate a lobby in a different way. Not everyone wants to speak to a staff member to check into their room. Airlines have shown the way and I think we are starting to embrace this in the hotel industry by enabling pre-stay checking and on-site key card tech via mobile. This allows people to check in and get to our room without having to talk to anyone.

Does it mean the service is reduced, no. It’s there when needed, but more efficient, and perhaps more cost-effective. I think personalization also comes into the mix. Pre-stay, curated communication tech needs to embrace the multi-dimensional nature of hotel distribution to enable hoteliers to communicate with guests regardless of the platforms they book on.

Our thinking is often direct vs. indirect. But guests are oblivious to the commissions hoteliers pay third parties. Pre-stay communication, contact information to match profiles, being able to personalize service, all require an omni-distribution communication platform. One which all OTAs, T/A, and hoteliers provide informational access to in order to provide guests with improved service. As opposed to battling for the right to communicate with a guest because one party thinks they “own” this particular consumer. No one owns consumers; they’re driven by value and recognition; they’ll switch booking channels in an instant for instant gratification and deals. The current status quo is detrimental to servicing consumers the way we should, by recognizing previous stays, etc…regardless of their current and past purchasing behavior.

You want to reward the guests, not the way they book, if that makes sense. I think that tech alone isn’t sufficient to improve the current guest experience and achieve true personalization. We need a holistic approach between hoteliers and third parties to share info within a framework designed around a guest’s benefit. Only then will we achieve true personalization.”

“Artificial Intelligence (AI) and Machine Learning (ML) have the potential to transform the hospitality industry. One example is the use of AI and ML to replace hotel personnel in guest communication. Automated messages can be sent to guests prior to their stay, providing them with relevant information and offering upsell opportunities to enhance their experience.

Revenue management systems can also use ML to make predictions and adjust pricing accordingly. IoT is another technology that’s being adopted by hotels. Smart room controls, such as lighting, temperature, curtains, music, and video can be controlled by IoT-enabled devices. IoT can also be used to track and manage hotel inventory, such as linens, waste, furniture, towels, and other assets. Virtual Reality (VR) is also being used in hotels for a variety of purposes.

Online meetings can be conducted using VR, and hotels can offer virtual tours to showcase their facilities and amenities. VR can also be used for entertainment purposes, such as offering guests VR gaming experiences. Oh, and don’t forget the hologram at the front desk that welcomes your guests!”

“The use of mobile apps in hotels is becoming increasingly popular as more properties offer tablets and apps that allow guests to easily communicate with staff. Hotels need to focus on the in-room technology experience and offerings, including use of smart TVs and how guests consume content. Guests should be able to log into their favorite on-demand apps and continue watching their previously viewed content. Given that most people have Alexa at home, hotels need to recognize the power of automation in hotel rooms. The guest experience is an area where many hotels could improve to meet customer expectations.”

“You can create memorable experiences that keep guests coming back and drive success in today’s competitive hospitality landscape by striking a balance between technology and personalized service. For example, digital locks like Nuki, chatbots on the website to provide instant responses to frequently asked questions and assist with booking inquiries or WhatsApp services for guests like the company Localie. At the moment it’s even possible to digitalize the whole reception with a Hologram like the company holoconnects.”

“It seems like there’s something new designed to “improve” guest service every month. In all honesty, you need to survey your typical demographic within your typical hospitality asset. Some restaurants, cruise ships, hotels, casinos, et al. differ in terms of the trends most likely to IMPROVE their typical guest’s experience. Again, a “typical” guest is hard to define – yet, with surveying and interaction, we are more likely to hit the mark with the tech trends that will work for us.

Having a GEO type locator of nearby attractions might rank 1 out of 10 or 2 out of 10 (toward the bottom) if a hotel is close to a major theme park. Yet, our Dir. of Sales might “really want” that type of technology due to a presentation he or she has seen. Be logical. “Match the TECH to the GUEST.” I recently sailed on a cruise line that had technology desired for teens to 30 and the typical passenger was over 65 years old. A complete mismatch and potential waste of dollars.

Artificial Intelligence is impacting hotel marketing all around the world, except in Italy, where it’s been temporarily banned. Examples include daily or weekly content updates, press release writing, and so forth. Virtual Reality incorporation into booking systems is helpful and is creating more of “experience excitement booking” as I call it…especially where these details are important (cruise, rail excursion, tour package of a yet-unvisited area et al.).

Another trend discussed by my colleague yesterday is the “on the go” type of traveler. This is someone who has a very short booking window, as short as NOW. They’re asking what they can do within the next 1, 2, 3, days and at what price. Wynn Las Vegas just incorporated Alexa for Hospitality so that a guest can ask what’s going on around them and venues can market directly to these immediate-booking or short-booking guests. The speed of marketing continues to accelerate and the booking window by guests continues to shrink.”