TECHNOLOGY
ALL BRANDS HAVE THEIR CERTAIN STANDARDS THAT HOTEL OWNERS HAVE TO ABIDE BY BUT UNDERSTANDING GUESTS AND THEIR CUSTOMER JOURNEY WILL HELP NOT ONLY THE BRANDS , BUT THE OWNERS DEPICT WHAT ENTERTAINMENT OPTIONS CAN BE MOST COST EFFECTIVE .
– RAVI PATEL
demand for on-demand meditation / yoga sessions and workouts that can be done from the comfort of the hotel rooms .
Guests ’ familiarity with technology is important and ultimately drives guest satisfaction , says Harsh Patel , president and co-owner of San Antonio , Texas-based BH Hospitality Management . As guests become more comfortable with controlling the TV through their phone and using smart , contactless features , these methods will become a baseline expectation going forward , he says . “ Having a strategic technology strategy in place also enables properties to quickly adapt to new technology advancements to meet the ever-evolving needs of guests . Staying ahead of the trends allows hotels to be more competitive in the industry while also increasing guest satisfaction and loyalty .”
While these in-room options are crucial for guest satisfaction and repeat bookings , how costeffective are these solutions ? It all really depends on a hotel ’ s current situation and their goals for the next few years , Heermans says .
“ There are some hotels that are still struggling with staffing or occupancy , so looking for not just cost-effective but cost-saving ideas is a valid discussion ,” she elaborates . “ But if your property is in a position to look to the horizon of what your guests want , it ’ s important to look at in-room entertainment costs not just in per-room , per-month terms , but in a mindset of investing in the promise of your brand to your guests for years to come .”
While consumers should not be paying a premium for these services , it ’ s not something that ’ s going to break the bank , says Ravi Patel , CEO of Colonial Heights , Virginiabased SINA Hospitality . “ All brands have their certain standards that hotel owners have to abide by but understanding guests and their customer journey will help not only the brands but the owners depict what entertainment options can be most cost effective ,” he says
The idea behind new technologies is to work with a vendor who can build a foundation for hotels so that additional technologies can be incorporated at little or no cost . It is imperative to work with a vendor who doesn ’ t try to fit your hotel into a template , says BH Hospitality Management ’ s Patel . “ Solutions should be adapted to a hotel ’ s specific needs , plus have the ability to scale should a hotel ’ s needs change . Investing in technology solutions is a commitment that allows hoteliers to provide unique experiences to their guests and cater to evolving preferences – this is why customized solutions matter .”
WHAT ’ S NEXT At the end of the day , familiarity with technology and customization is key for guest experience . Hoteliers should focus on adding channels , personalization and experiences that make the most sense for their demographic , like incorporating family channels at family-focuses hotels , while ensuring in-room entertainment options are flexible enough to cater to different types of travelers . Most guests want options for casting their own streaming services directly to the in-room TV with minimal effort .
“ Today ’ s travelers are expecting the technological comforts of home to bleed into their hotel stays ,” explains Sonya Jamula , head of hospitality , DISH . “ Travelers carry seemingly endless content when they travel , and they want to seamlessly watch that content in their hotel room on a high-quality HDTV , on their schedule . Tremendous value and customization can be derived from tapping into consumers ’ needs and providing them with the comforts of home , along with flexibility . Tomorrow ’ s guest room entertainment is all about choice , which is both personalized and
82 hotelsmag . com May 2022