“ REGARDING AI , I DON ’ T THINK WE ’ D EVER GO THAT WAY , BECAUSE I THINK OUR GUESTS WANT A HUMAN VOICE AND HUMAN INTELLIGENCE BEHIND IT .”
TECHNOLOGY : MOBILE
“ REGARDING AI , I DON ’ T THINK WE ’ D EVER GO THAT WAY , BECAUSE I THINK OUR GUESTS WANT A HUMAN VOICE AND HUMAN INTELLIGENCE BEHIND IT .”
– ROBERT CHENG , THE PENINSULA HOTELS
closely at this [ mobile ] space , but we ’ re definitely not there yet .”
Carlson has also seen success with SoLoMo-based marketing , but notes that discretion and consideration for the user are paramount . “ We see value in offering customized ‘ deals ’ via mobile channels like Groupon and Shopkick , or by allowing users to share their mobile check-in experiences at our hotels on platforms like Foursquare . This type of functionality needs to balance unique and timely offerings without being a nuisance ,” Deslauriers-Knop says .
To automate or not One of the great debates is where the dividing line falls between functions guests would like to see automated and manipulated via mobile and those that should still be performed by staff members .
“ Mid-tier brands probably see more success on mobile than we would . And very U . S . -centric brands probably see a bit more success ,” Oberli says . “ However , our travelers are using these devices ; perhaps not just yet for the transaction , but definitely for other things . There ’ s a great opportunity for us out there .”
Luxury brands have always stressed a human touch to service , so on the surface it seems these companies would be the least driven to automate . But according to Cheng , that ’ s only somewhat true — while the company maintains its white-glove traditions , it also acknowledges its customers ’ modern needs . “ The key for us is to have this technology available , and also being very reachable and have a live person at the end who understands our guest
and what they want and how they want it ,” Cheng says . “ True luxury is about being seamless and being exactly where our guests want us to be .”
The Peninsula brand is currently installing a new in-room control system that runs on tablets , enabling guests to control things like climate , television and lighting all from their iPad . The amenity will debut at the Peninsula Hong Kong this year and then eventually will be offered in all Peninsula hotels . “ Some guests would want everything at the touch of a button , which is why we developed this technology ,” Cheng says . “ You can order your transfers , room service , anything you want within the hotel , via this tablet . At the same time , we ’ ve enabled a one-touch call button , so you can still speak to someone if you prefer .”
Replacing the concierge With so much search and locational horsepower at the ready , mobile travel apps may also soon act as a “ virtual concierge ” that replaces human interaction . While the technology is not there yet , the days of guests waiting their turn to inquire about the best local seafood restaurant are clearly numbered .
“ This is definitely how it ’ s going ,” Oberli says . “ At the high luxury level , we have a great opportunity to leverage one with the other : The technology connects you with the concierge , rather than taking the human concierge completely off . You ’ re bringing in an element of virtual concierge , but you always try to link back to a human touch .”
Apple has heavily promoted Siri , the iPhone ’ s proprietary artificial intelligence ( AI ) assistant , and more recently Android devices have seen the introduction of Google Now . As branded hotel and OTA apps continue to expand , there is also the potential for incorporating a “ Travel Siri ” that acts as a virtual trip planner . Even Siri and Google Now still have a long way to go , but they are both progressing in accuracy and dependability . While some say it will not be long before hotel companies have the option of offering similar capabilities in their own apps , the bigger question is whether or not such a feature is justified .
“ Regarding AI , I don ’ t think we ’ d ever go that way because I think our guests want a human voice and human intelligence behind it ,” Cheng says . “ There ’ s nothing that will replicate a good hotelier and good customer service . It ’ s paying attention to where our customers need us , and not forgetting the human element to a hotel stay .”
Still , mobile is here to stay , and will become even more inextricably interwoven into everyone ’ s lives . How people use these devices for the travel experience in the future can be determined right now by the companies with vision and the urge to innovate .
For hoteliers , the relationship with guests isn ’ t necessarily ending , but rather , changing . “ We think about digital as a very personalized experience , and mobile is the most personalized experience ,” Cowen says . “ You can greet every guest by name , and you can cater their experience to them . Mobile is the most personal device ; it ’ s the device that sits in front of you at the coffee table , with your friends .”
58 HOTELS April 2013 www . hotelsmag . com