FEATURE
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EXTERNAL CONTRIBUTORS
The modern hotel
How the rise of new technologies are providing hotel guests
with greater customisation, convenience and control
that travellers interact with brands T interactions will be managed without a Chinese messaging and mobile payment
before, during and after their human by 2020. On Airbnb, travellers app WeChat to offer travellers a seamlessly
journey. Far from pulling hospitality away receive customised search results based on connected experience.
from its soul as a people-centric industry, their browsing and booking history thanks the adoption of new technologies allows to powerful machine learning algorithms. Expedia, has introduced SenseSational,
hospitality businesses to deliver greater And chatbots, already in use by leading an online tool which uses real-time facial
personalisation and better service. travel brands such as KLM, Kayak and recognition software to track users’
Booking.com, provide customers with useful faces as they look at certain images and
(AI), Internet of Things (IoT) connectivity information, personalised recommendations sounds on screen. The tool then reveals
and other new technologies, businesses and rapid response times. the user’s identity as one of four “tribes”
echnology is transforming the way
With the help of Artificial Intelligence
can offer a more engaging brand
Gartner predicts that 85% of customer
But AI also offers businesses an
breakfast. The hotel has partnered with
Ebookers, a travel site owned by
— The Adventurer, Culture Collector, Sun
experience while meeting and even opportunity to further reflect their Seeker and Bon Vivant — and suggests
anticipating guest needs. personality and develop brand loyalty: At destinations and activities that match
The Cosmopolitan of Las Vegas, guests are the tribe’s travel preferences. Beyond the
AI invited to text Rose, the hotel’s “resident screen, facial recognition could have other
From chatbots and robots to machine mischief-maker” and chatbot, for VIP access practical uses soon, such as enabling swift
learning, AI is already present across the to clubs and other insider tips as well as check-in at meetings and events, and quick
hospitality industry. But the technology room service requests. In addition to serving access to public transportation systems.
has the potential to evolve much further, as a virtual concierge, Rose answers guests bringing customers convenient on-demand with humour; tell the bot “I love you,” and room smart speakers and voice assistants
service, greater personalisation and closer Rose replies with a diamond ring emoji and that let guests simply say what they need,
engagement with brands. the message, “Back that up with some but this technology is also still in its early
Many hotels worldwide have added in-
hardware and we’ll talk.” According to Mamie stages. Besides enhancing the guest
been meeting robot butlers and concierges Peers, vice president Digital Marketing, experience, voice technology can improve
in hotels like Hilton’s Connie, powered by guests who interact with Rose spend 30% back-of-house efficiency as well. Two Roads
IBM Watson AI technology. Able to answer more in the hotel than those who do not, Hospitality has partnered with Amazon
guest questions, handle check-ins and and they are 33% happier when they leave. and Volara to develop a customised Alexa
Over the last few years, travellers have
for Hospitality platform that facilitates
deliver discreet room service, these helpful
robots can lessen the burden on human Facial recognition and daily tasks for staff, such as identifying
staff, enabling them to spend more time voice technology maintenance problems or signaling that a
with guests who seek personal interaction. While technology is not a replacement for room is ready for check-in.
More recently, customer service robots human interaction, lifelike features can have also been appearing in retail stores make technology more appealing to users. IoT
and airports; SoftBank Robotics’ Pepper, Intuitive attributes such as facial recognition A guest unlocks the door with her
a humanoid robot developed with IBM and voice activation can offer users faster smartphone, walks into her room, and based
Watson, has been introduced at Munich service and a better customer experience. on past preferences, finds that the air
Airport and Václav Havel Airport Prague,
At Intercontinental Shanghai Wonderland,
temperature, lighting and music are set to
where the robot not only informs but face scanners enable guests to verify their just the right levels. Such are the possibilities
entertains passengers by dancing and identity at check-in, pick up a digital room of IoT technology, which offers guests a
offering to take selfies. key and gain access to the dining room at growing range of options to personalise their
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www.hotelowner.co.uk
March 2019