n Africa’s
ndustry
tive. According to Cityscape Magazine, countries such as Uganda, Zambia,
r annum hotel value growth. By Vyshak Simha, Marketing Head of IDE.
T
his growth can be attributed to various factors, such as increased
tourist numbers and foreign investment. But perhaps the most
significant contributor to the growth story is technological
advancement.
As a matter of fact, technological advancement is enabling us to
accurately track the various changes developed in recent years.
For starters, there is an evident transition from traditional hard
copy manual filing systems to paperless systems, and most hotels
are now using software tools to easily manage bookings and
payments from various online platforms.
From a marketing point of view, enhanced customer relations management
(CRM) and marketing automation systems are giving businesses the
opportunity to establish an ongoing relationship connection with their
customers by sending birthday messages, festive season greetings,
personalised special packages, etc.
Investments and innovations in technology are made in order to create
favourable guest experiences. The adoption of the website and electronic point
of sale (EPOS) systems allow for guests to view the hotel’s service offering and
facilities on not only their computers, but also on their mobile devices.
Additionally hotels have incorporated loyalty programmes from which they
are able to keep record of their customers’ needs and preferences, so as to
best cater to them during their stay. Consumers are then able to document
their experience on social media. This way the entire journey from booking to
check-out, and review are all done seamlessly.
Lastly, as the Marketing Head, I cannot overlook the explosion of social
media, which has changed the hospitality industry landscape and positively
impacted the way hotels present themselves and communicate with their
guests.
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