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The retail industry has honed the ability to track this online consumer behavior and tailor content accordingly . Hoteliers should , too . Why can ' t the mobile booking experience be as simple as ordering an Uber or a Zeel massage ? Why is it so much more difficult to book a hotel room or services ? Hoteliers need to be nimble in adopting new technology that allows them to forge deeper relationships with guests . We cannot see technology as merely a means to an end ; we |
can use it to enhance the guest experience – to become a problem solver and a differentiator .
Perhaps the greatest examples of technologies that connect us are the rapid growth of social networking sites . By 2019 , Instagram is estimated to reach 111.6 million Americans , more than one-third of the population . This technology not only allows hoteliers to see what matters most to their guests . It opens the door to cultivate relationships between guests . By using the
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geo-tag and commenting features , we ' re able to connect guests through a timely call to action . For example , share an image of the bocce ball court at Chicago Athletic Association and ask if anyone is interested in a pick-up game .
Imagine how hoteliers can go even further to build opportunities for shared experiences among like-minded guests . They can take a cue from WeWork , where via their app-hosted community network , guests can opt into on-
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and off-location happenings .
To meet the influx of guest information being shared , social media listening skills will need to be increased . The connectivity to CRM technology is more vital than ever , now linking the data to guest social media profiles and giving hoteliers the ability to even further personalize customer service .
The rise of technology won ’ t replace our need or desire for human connection ; it has the power to foster that relationship in exciting new ways .
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