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INDUSTRY UNLOCKED // the cloud – a key starting point to their Digital Transformation strategies . Despite being slower in other areas of technology adoption , the UK hotel industry currently leads the way in cloud PMS ( property management system ) adoption – which enables hotels to manage bookings , customer records , rates , marketing data and operations – with as much as 90 % of all hotels consisting of a PMS system and 32 % having a cloud PMS .
Having the customer database in the cloud helps companies to ensure a uniform experience for guests across the business by giving complete control of all daily tasks in one place , whether that is managing reservations and check-ins or even financial forecasting and revenue management .
4 . Creating a decentralised and traceable place for data
The distribution of hotel rooms on Blockchain to eliminate intermediaries and provide rooms directly to guests is another recent trend in the UK and one that is certainly worth considering for larger hotel chains . Its core benefit to the hospitality industry is in providing a decentralised and traceable place for data , as well as improved cybersecurity , which is vital for customers when dealing with financial information .
TUI , for example , moved 100 million hotel rooms to its private Blockchain . One of its projects , BedSwap , allows hotel owners to monitor and record hotel inventories and room availability live , so TUI knows exactly where and how many hotel rooms are available for accommodation .
5 . Enhancing the human touch with AI immediately and interact with guests on a personal level . Because it is integrated with other systems , it can access the necessary information to resolve common requests . Automation can also drive operational efficiency , reduce costs and boost employee morale by reducing time spent on repetitive and mundane tasks . This frees up time for staff to focus on personalising and enhancing the guest experience and solving complex issues more effectively .
Recognising new priority areas to maintain growth
While adhering strictly to data privacy regulations and COVID rules , the UK ’ s hospitality sector must continue to develop digital capabilities to meet the expectations of digital natives , gather data to find out what guests want , discover patterns within guest journeys and free up employee time from admin tasks to focus on ones that improve job satisfaction . Only then , can they boost the customer experience and deliver memorable stays for all guests . �
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THIS FREES UP TIME FOR STAFF TO FOCUS ON PERSONALISING AND ENHANCING THE GUEST EXPERIENCE AND SOLVING COMPLEX ISSUES MORE EFFECTIVELY .
While AI can never fully replace the human touch , there are many opportunities for hotels to automate customer engagement in ways that enhance their experience .
Take , for instance , common frustrations such as calling the front desk to report a problem with a room or requesting assistance and being put on hold , or worse , getting no response at all . Instead , an integrated AI-enabled messaging platform that uses asynchronous communication can engage
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