The hotel industry 4.0 is here to stay: this year, digitalisation remains one of the key topics to which the hotel industry must respond! This is because technical advances, globalisation and the automation of processes bring a number of advantages: processes are optimised, made more efficient and employees have more time for actual guest care. One reason why we humans increasingly want new technologies is our growing impatience and the expectation that we will always receive answers and solutions everywhere. In our last article, we already reported on prevailing trends such as digitalisation as a business strategy, digital guest communication and artificial intelligence (AI). And here are the next four technology trends in the hotel industry for 2018:
Hotel trend #4: Voice control / voice assistant
In addition to artificial intelligence, voice control is also a newly developed field. A few companies are already looking for ways to integrate this into their customer service and are testing how voice assistants affect the customer journey. For example, they are using Amazon Alexa, Google Home or Apple’s Siri as digital concierges in hotels. Instead of having to pester reception staff with questions, guests are provided with all relevant answers and information thanks to artificial intelligence. Voice-controlled assistants not only have the potential to change the travel industry, but also almost every other industry. And there is a simple reason for this: they make many things easier, faster and simplify procedures and processes.
Hotel trend #5: Service robots
Last year, we briefly touched on robots in the hotel industry. Artificial intelligence is once again playing a major role here in 2018: service robots are increasingly being equipped with AI and can not only bring luggage to the room, but also serve food and drinks, accept payments or guide guests to certain locations. And on top of that, they can even talk and interact with people – human-like robots that look after guests and provide information like a concierge. On the one hand, this minimises the waiting time for guests and, on the other, the workload for staff. However, human employees should not be completely replaced by hotel robots; instead, given the shortage of staff, they should gain time for more demanding tasks and personalised service.
Hotel trend #6: Virtual reality / augmented reality
Virtual reality (VR) is no longer just a gimmick. Although VR is not the very latest technology on the market, it is only slowly making its way into the hotel and tourism industry. Some businesses are now using VR to sell travel destinations, for example, or to give guests a “virtual tour” of the hotel before they book. Combined with augmented reality (AR), there will be many new revenue opportunities and marketing strategies for hoteliers in the coming years (just think of the “Pokemon Go” phenomenon). Although VR and AR are not really necessary for hotel operations, their enormous potential can open up new ways for hoteliers to spice up and market their offers and services.
Hotel trend #7: Internet of things
The Internet of Things (IoT) is bringing the hotel industry closer to the smart home experience. Technologies such as sensor-controlled thermostats, lighting, digital room keys and in-room streaming services are no longer a vision of the future. Guests can then, for example, continue watching their favourite series from their online video library or play their playlist from their music streaming service as soon as they have checked in. The reason for this is that we always carry our mobile devices with us and rely on them: Whether we use our smartphone to guide us on holiday, use our tablet for holiday inspiration on location or take our laptop with us on a business trip. The devices and accounts are networked with each other and can work together via the internet to make our stay in the hotel even more convenient. As travellers like to connect their lives, hoteliers should examine the possibilities of the Internet of Things for their own business.
2018 promises to be a year of technological upheaval in the hotel industry. However, success does not depend on following every trend, but rather on identifying the right technologies that will have the greatest impact on your business and the guest experience.
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