Travel & Hospitality Tech Outlook | Tuesday, November 19, 2019
The pace with which the hospitality industry is changing is rapid. The good news is that technology provides an invaluable opportunity to enhance the efficiency of operations and improve customer experience.
FREMONT, CA: The ongoing digital transformation is altering the way the business is done. As the demand for a better experience of the consumers is increasing, the hospitality industry for meeting their expectations is adopting these technologies at a pace never known before.
Hotels are automating and streamlining the process of travel, starting from finding a place to stay, booking, and using facilities to provide a more seamless guest experience. Technologies like one-click or one-tap check-in, smart in-room technology, digital concierge, and improved straightforward booking engines are transforming the industry.
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Moreover, with millennials dominating the world, tech-savvy travelers prefer to use applications and mobile websites for bookings, reserving restaurant tables, booking massages or spa treatments, and ordering room service. No wonder hotels are under pressure to digitize their facilities to meet the preferences of millennials for more personalized communication.
Another important transformation is in the field of payment. Customers expect a wide range of choices for making transactions. According to a Booking.com survey, around 20 percent of customers do not complete their reservations because of the unavailability of their preferred payment method.
Advanced transaction solutions provide customers with a broad array of payment choices at the point-of-sale, creating a frictionless customer experience. By vaulting account safely in a mobile app (e-wallet) on file, hotels can utilize tokens for authorizing transactions in a secure way that doesn’t need customers to re-enter card details for each transaction. Thus, the transaction gets simplified, and customer experience gets dramatically improved.
Many hotels are planning to evolve loyalty programs. They have begun to leverage customer data for predicting preferences and anticipating what each customer desires. Travelers search for more tailored amenities and offerings. Hotels can harness technology to provide a better-personalized travel experience, which can result in higher customer loyalty.
Other hotels have already started incorporating advanced technologies like smart energy systems to minimize the power of light bulbs during daylight hours voluntarily. Artificial Intelligence and ML algorithms enable hotels to track guest preferences and offer more curated recommendations.
Other technology advancements include recognition technology, which involves everything from facial recognition to retina or fingerprint scanning, thus speeding up the payment processes and check-in or check-out process. The virtual reality system empowers potential guests to experience their hotel room before booking it. AI-powered chatbots can answer to the most frequent guest queries, thus freeing up staff to handle other tougher issues.
Digitalization has already transformed the hospitality industry to the maximum extent. Still, a lot of mind-blowing technological advancements are yet to come.
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