Yet the need to maintain an edge in addressing increasing guest expectations means that hoteliers must continue to look at how their operations can keep pace with the ongoing evolution of technology. From improvements to mobile key and self check-in services to the growing presence of AI and a greater focus on eco-friendly solutions, the many ways that technology is advancing appears to only be increasing in speed for the months ahead.
Delivering An Ever More Seamless Check-In Experience With Mobile Keys
Although a technology that’s barely a decade old, mobile key solutions have been widely popular with hoteliers and guests alike, with surveys estimating that nearly 80 percent of travelers now favor the availability of such automated services. In the years since being launched, however, mobile key features have continued to adapt to cater to changing perceptions over what counts as enhanced convenience.
One newer solution ability that addresses current preferences is the compatibility of mobile keys with digital wallets on guest devices. For many travelers, greater convenience throughout their journey increasingly hinges on being able to digitalize important travel documents such as passports or plane tickets, with the ability to store and instantly pull them up when needed from one centralized location. Digital wallet-based mobile keys allow hoteliers to bring that same heightened convenience into the guest stay experience, with guests now able to simply tap on their device for instant and easy access to their guestroom, hotel elevators and other onsite areas.
Another recently launched mobile key feature is web provisioning functionality. This feature notably sidesteps the hesitancy that many travelers experience when encountering a situation requiring them to download a mobile app. Bypassing any requirement of downloading an app altogether, web provisioning allows guests to retrieve their mobile key and store it within a digital wallet by tapping on a link that they receive in their check-in confirmation email. Aside from freeing up a personal device’s memory, this option avoids the potential frustration of navigating around an unfamiliar mobile app before being able to gain entry to their room. These sorts of evolving solution features are what will ensure that mobile key services will remain a cornerstone of the modern hotel guest experience.
AI’s Growing Promise of Providing Enhanced Personalization & Efficiency
That 80 percent of hotels use or plan to use Artificial intelligence technology as a tool to boost guest experiences shows how far the technology has progressed over the last few years. Hotel and resort websites or mobile apps already often feature an AI-enabled chatbot that can precisely answer guest queries and make informed recommendations that are most likely align with preferences.
Yet AI’s potential is set to provide so much more as the technology continues to evolve and as providers design solutions that are tailored specifically for hospitality. In the not-too-distant future, AI enabled with facial recognition will be able to provide the ultimate personalized hotel arrival experience, with welcoming staff already prepared with unique recommendations based on purchase history, online activity and more before a guest even finishes approaching the front desk. Examples can include recommending dining options, spa services, fitness classes or nearby attractions- guaranteeing a more enjoyable stay resulting in enhanced loyalty and the opportunity to increase revenue.
As virtual assistants become more proficient and adaptive, their presence throughout the hotel stay journey is also continuing to grow. Now able to offer much more than a simply provide a novel way to turn in-room lights on or off by voice, virtual assistants are increasingly being tasked with handling anything from ordering room service to booking meeting space or making appointments. By empowering their operations with such capabilities, hoteliers are finally realizing the goal of delivering both instant and personalized service that today’s guests now seek.
Thanks to mass data and machine-learning, AI is also increasingly being used to streamline daily operations and guide hotel business strategies. This includes leveraging AI to predict when maintenance is required for onsite equipment or how to staff various departments based on anticipated demand. AI is also being used to optimize pricing strategies based on several factors such as occupancy trends, ensuring that a property’s rates are always competitive without leaving any potential revenue sitting on the table. With such widespread advantages for virtually every aspect of a hotel’s operations, AI’s presence across the industry is undoubtedly set to increase and evolve further.
Creating More Responsive Experiences With Location-Enabled Services
With guests expecting ever faster request turnaround times that fit their immediate needs, location-enabled solutions are another emerging trend that’s reshaping the future of hospitality. Using either GPS or beacon technology, some platforms can instantly determine the precise real-time whereabouts of amenities, equipment, F&B supplies and more, saving employees time and preventing guests from needlessly waiting.
Also providing a significant advantage in personalizing guest stays is the ability for location-enabled services to promote hotel amenities and specials based on a guest’s current onsite location. This can include a guest walking past a hotel’s restaurant, bar, gift shop or spa, with push notifications delivered to their personal device that instantly alerts them to any offering or promotion and entices them in. The significant opportunities to boost guest satisfaction and business profits is no doubt fueling the rising development of such solutions, with 72 percent of hospitality professionals planning to adopt location-based promotional abilities in the future.
Further solidifying location-based technology’s future within the hospitality industry is its ability improve staff task productivity for a wide range of operational areas. Examples include solutions being launched that can track and push tasks based on an employee’s location, with access to analytics that can recommend improvements to enhance efficiency and service quality.
Building a Greener Future With Eco-friendly Tech Solutions
Technologies with a sustainability focus are also becoming more prevalent as hoteliers aim to reduce their environmental footprint while increasing growing consumer demands for eco-friendly practices. With some surveys indicating that as many as 88 percent of travelers take sustainability into account during their booking decisions, solutions that cut down on utility use such as energy are continuing to evolve and gain more traction.
With guestroom energy usage representing as much as 80 percent of a hotel’s electricity consumption, more properties are adopting an integrated in-room technology approach allowing them to minimize use without sacrificing guest comfort. This includes the combining of access management technology with in-room smart solutions such as thermostats and lights, allowing hoteliers to automatically adjust settings based on real-time occupancy. With such integrations continuing to include more guestroom amenities such as TVs, radios and even drapes, hoteliers are gaining exciting new opportunities to enhance the results of their eco-friendly initiatives.
Another focus area for sustainability that has seen considerable investment are renewable energy sources, with Marriott Hotels aiming to source 30 percent of its energy from a renewable source by 2025. As the technology has progressed, properties are increasingly installing solar panels or wind turbines to power their operations. These efforts not only contribute enhance their reputations but also offer substantial cost-saving benefits in the long term.
What Else is Next for Hospitality?
While mobile keys, AI and location-enabled services are spearheading hospitality’s drive for increased innovation, other emerging technologies are also making waves in reshaping the industry. Augmented reality (AR) and virtual reality (VR) are some examples that are gaining traction, with each offering immersive experiences that help guests explore destinations or visualize hotel amenities before booking. These technologies are also increasingly being used as an effective way to train hotel staff, creating realistic simulations that enhance skill development and that ultimately lead to higher quality guest experiences. As the hospitality industry continues to evolve, staying ahead of such technological trends is crucial for maintaining a competitive edge that delivers both enhanced business growth and more satisfied guests.
