Earlier this month Amadeus and InterContinental Hotels Group (IHG) released a research paper – Drivers of Change in Hospitality – produced in collaboration Foresight Factory and Cornell University that identified three trends that the sector must respond to meet the needs of the consumer of the future.
The trends are: “The beginning of the end for room types”, “Achieving cult status at scale” and “The rise of tech-augmented hospitality”.
A few industry experts shared their thoughts on these and other emerging technology trends on how, and if, they will have a significant impact on the hospitality sector.
The cloud to consolidate data, technologies via open platform
• Ahmed Youssef, EVP corporate development and marketing, hospitality, Amadeus: “The rise of personalisation is a major trend faced by the entire travel industry. Consumers expect more personalised experiences from the moment they begin searching for a booking to checking out of a hotel room. However, a challenge for personalisation in the hotel industry is siloed legacy systems, built on a closed architecture.
“With a majority of data being fragmented the industry struggles with guest recognition and personalisation as these systems lack a complete overview. This is where cloud technology has the ability to solve data fragmenting, and consolidate technologies together through an open platform. By unifying systems hoteliers are able to understand guest profile and preferences across all touch points.”
Robots remain a gimmick
• Kenneth Law, VP of global sales, Banyan Tree: “While robot butlers may be the best way to receive your room service they are no more than a gimmick. Using a luggage robot as an example, if you think about its application within a resort from a terrain perspective it would be virtually impossible for the robot to follow its human leader.
“Hoteliers should instead be focusing on keeping service human and how technology can assist humans within the industry. For example, if a light fixture is broken in a hotel room they can alert the hotel staff through an app that triggers an automation flow and send a repairman. Technology should be used to foster an ‘information connection,’ one that helps hoteliers and empowers staff to be more productive.”
(Image credit:Ekkasit919/Getty Images)
Artificial intelligence, smart rooms, expanding mobile usage – growing trends
• Leanne Harwood, managing director, Australasia & Japan, InterContinental Hotel Group: “Artificial intelligence (AI) and smart rooms are a trend being adopted by many hotels to create more personable, memorable experience. Using AI guests are able to use voice commands to order room service, control curtains, set alarms, or even ordering additional towels. If a guest says ‘I want to work’, room lights will automatically adjust, the television will turn off and the curtain will be drawn.
“Recently we saw the likes of Amazon interject into the hospitality space with a hotel specific, Alexa for Hospitality. This means the technology will become more accessible and affordable for hoteliers, and we could see AI and smart rooms become standard across the hospitality industry.
“On a global scale we’re seeing ever expanding mobile usage by our guests. From searching for hotels, to booking, to checking-in, to browsing for nearby restaurants.
“Consumers are reliant on mobile when traveling. To accommodate this trend, hoteliers are focusing on ensuring seamless WiFi network connections within hotel rooms and are beginning to develop dedicated hotel apps. Ensuring a seamless mobile experience will be critical in the future.”
3D, virtual reality, augmented reality in room booking
• Alexis Batlle, co-founder and CEO, AVUXI: “Before booking any hotel consumers will tediously examine the room through the dozens of images provided by the hotel. However, a trend we’re expecting to see continually grow is the use of 3D, virtual reality and augmented reality to map the inside of hotel rooms. This will improve booking in the future, as consumers will be able to freely explore the space and the facilities in a hotel.
“Further in the future we can expect to see travellers able to also explore the area surroundings of the hotel. Overall, these technologies enable more certainty with consumers, that they’re making the most informed decision.”
• Featured image credit: hudifeng/Getty Images
