In a recent survey conducted by American Hotel & Lodging Association (AHLA) Hotels is now making an important shift investing in new Hotel technology that will help improve guest and customer satisfaction.
Some of the key technology findings from the survey includes:
- Central reservation systems are nearly universal across they chain scales
- Use of mobile apps for Hotel service continues to climb, peaking at 35% for the industry overall
- The overall use of mobile devices for check-in rose greatly, with this service being offered in 65% of Hotels
- High speed in-room Internet plus wireless access is now an industry norm, expanding to 98% of Hotels
- Only 9% of Hotels charge for room Internet
- High definition and/or Flat Screen TVs are in almost nine out of 10 (88%) U.S rooms
Investments in new technology alone will not make a huge impact on guest and customer satisfaction.
It should be a combined effort shifting towards new market trends. Millennials have shaped some of the most disruptive trends Hotels ever experienced.
Key decisions and reservations are made in real time. It has become essential to offer real-time relevant offer on mobile, Hotel website and Social Channels.
I will here look at and illustrate some key Hotel Technology trends.
Technology is ever-evolving and affects every industry at some point in time. The hotel and wider hospitality industries are no different.
Guest Review Widgets
Adding a guest review widget to a Hotel website is a trend that has seen a rise in popularity. Traditionally many Hotels were slow to implement this type of widget as they published good reviews and bad reviews. That idea has now shifted as Hotels are recognizing that authenticity and transparency are both keys to managing their brand with the online community.
Video-Based Social Media
Facebook is a popular Social Media channel that hotels are engaging with, however, many are slower to adopt video-based formats such as YouTube. At present, only a third of hotels utilize YouTube, compared to the four-fifths who utilize Facebook. This needs to change for Hotels to keep up with the rising demand for video-based content and communications.
Staff training and recruitments
The key to your Hotels success is to empower your staff and train them on new technology and Social Media. Social Media participation can help your Hotels reputation, build your community and it will have a positive impact on key performance indicators.
Make sure your Hotel have a good Social Media policy in place that highlights the best practices for representing your brand and explain how to appropriately respond to frequently asked questions.
For future Hotel recruitments, it will become essential that candidates have some knowledge of new technology, New Media, and Social Media.
Social Media Curation
Thanks to channels like TripAdvisor, Yelp, Expedia and Kayak Social Media is now playing a key role for customers. The customer has become accustomed to checking reviews from their community and vice versa provide reviews they believe will help their community.
Hotels utilize Social Media to generate new and improved awareness of their products and services.
With proper strategies in place, Social Media can become a low-cost, high-impact marketing and service channel.
Social Media Curation is the new way for Hotels to learn more about what matters to their community, and then implement new products or services that are in line what the customers want.
Self-Check-In
Smart Media is now providing new alternatives for the guests with Self-Check-In and unlocking doors with their Smart Devices.
Hotel team members will turn into Customer / Guest Performers that adds new unique values to the experience through collaboration and engage with guests.
Customer Service
Channels like Twitter and Facebook have now become extended Customer Service channels. With proper listening strategies in place, Hotels now have a unique opportunity to act before something minor turns into a major concern.
Listening and empathy are still key skills for your Hotel team.
3D and Virtual Tours
Experts that studied the human brain have found that people can remember more than 2500 Images with at least 90 percent accuracy for days’ after initial exposure.
The Hotels job is to put visuals in a context that generate some form of action.
With 3D and Virtual, Tours Hotels can add a new dimension to how they present their message.
Live Streaming
Hotels are discovering the true value of Live Streaming. Utilizing Live Streaming during events and conferences is a great way to engage with attendees and provide value for those that could not come to the Hotel.
Facebook Live has become a very effective tool for Hotels for several reasons. It helps Hotels give customers an in-depth look behind the scenes. It saves the recording with an option for replays on the Hotels Facebook page. And Hotels can also embed the video on their website.
Chatbots
Chatbots will be the next big thing for Hotels. It’s already a part of most Smart Device owners’ everyday lives; it is much more convenient for us to order room service, or get recommendations.
The idea behind chatbots is to provide a seamless service where customers don’t have to leave the channel to make an educated booking decision.
Hyatt has been testing Facebook Messenger. Anyone can send Hyatt a message. A blue dot indicates Hyatt is online and available (the same blue dot that indicates a friend is available to chat). Three gray dots pop up, indicating someone is reading the message. Within minutes, a customer service rep answers your question, initiating it so you know an actual person responded.
Hyatt indicates that about 10% of customer service messages that come via social channels are now from Messenger.
5G is the Future
When it comes to mobile, 5G adoption is the future of this technology. Still, in its infancy, it is not predicted to take center stage until at least 2020, but those who begin a discussion around it now will reap the awards.
For a more in-depth look, see this visually illustrated infographic which has been produced by Ard na Sidhe Country House.
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Try something new it will magnetize your Hotel!
Be flexible and identify new ways to make guests happy.
As guest behavior and pattern continues to evolve, expectations will continue to rise. Navigating these changes can be challenging. Learn more about how we can help your Hotel.
Credit
A special thank you to Mari Smith with Ard na
Sidhe Country House for the great infographic and contribution for this article.About the author
Are Morch is the founder and owner of Are Morch – Hotel Marketing Coach. Get more from Are on Facebook | Twitter | LinkedIn | Pinterest | Instagram| Podcast
