Technology has become an increasingly important part of our lives and, although hotels don’t necessarily need to be at the forefront of innovation in this field, they do need to be on the lookout for the latest developments that will help them improve operations and boost guest satisfaction. There are lots of new devices, tools and other forms of tech that would be perfect for properties of all sizes, but it can be hard to know what is worth investing in and what’s likely to go the same way as Betamax and MiniDisc players.Let’s take a look at some of the hottest trends for 2017, many of which big-brand names are already rolling out and making the most of for the convenience of their guests.
Guest-driven technology Many of the tools and devices previously found on front desks and in hotel rooms all over the world had been put there because hotel managers decided it was what they wanted. However, going forward, it is more likely that hotel marketing will need to work in a much more guest-driven way, thanks to people being used to having personalised technology (such as Amazon Echo) at home. For instance, they might want self-service check-in and thermostats they can alter from their smartphones, as well as charging and docking stations for their laptops and tablets so they can charge up with minimal fuss and play their own music. Environmentally savvy types might also look favourably on light sensors that turn lights off after they have left the room and put them on via motion sensors when they enter.
Many chain brands are already making their rooms more user-centric, with the Wynn in Las Vegas now offering Echo speakers in its luxury suites for maximum convenience, for example.Review widgets as standard Hotels reviews have been really important for some time now, but many properties have been reluctant to put them on their own website and instead relied upon aggregator sites like TripAdvisor.
This is likely to change in 2017, with guests increasingly keen to read unbiased feedback without having to go elsewhere. Although marketers may be worried about the impact of negative reviews being right there for all to see, research suggests they needn’t be as long as they deal with them in a timely fashion. According to TripAdvisor, 80 per cent of people think hotels care more when they post management responses to negative feedback, while 95 per cent are suspicious censoring has taken place if they only see positive reviews, GuestRevu reported. The rollout of 5G This might seem some way off if your property is in an area where 3G is only sketchy, but tech experts are already highlighting it as a big part of our future. If your hotel can get hold of superfast internet, it could make a real difference to the services you’re able to offer.
For example, you could provide virtual reality tours of rooms from the front desk so people can see what they would be getting, or a virtual concierge for times when staff levels need to be lower than usual (like the middle of the night).It might even be possible to hook up service robots using 5G, which could carry out simple maintenance tasks including vacuuming rooms and delivering room service, something that’s likely to be a draw for millennials eager to enjoy the novelty. Keyless entry Coming back down to earth somewhat, keyless entry for guests is expected to become more and more like the norm as 2017 rolls on. Guests are sure to favour the convenience of being able to walk into their room using data on the smartphone in their pocket rather than having to struggle with a suitcase and a key card, while hotel staff will undoubtedly be keen to say goodbye to magnetic strips that don’t work and cards that get lost. Big brands like Marriott and Hyatt already have keyless entry, so it may well be worth investing in this year, no matter what your hotel size. Personalised, instant services Whatsapp and Facebook Messenger are permanent fixtures on our smartphones these days and hotels are increasingly coming round to the fact that they can be useful tools with which to communicate with guests as wwell as simply apps for staying in touch with pals. If concierges can have them installed on their devices and guests can be provided with group access along with their booking details, it’s possible to have an easy, two-way conversation that’s instant and garners a rapid response. This could be hugely beneficial in cases where something needs fixing in a room, for instance, or people want a taxi waiting for when they get downstairs. It’s ideal because they’re likely to already be using it and it doesn’t feel too invasive, particularly for those who don’t really like picking up the phone in their room.
Social media This is certainly not new, but recent research suggests hotels are going to need to get on top of it more in 2017 if they want to boost their marketing and engagement efforts. According to a poll by OHV and Roland Berger for Killarney Hotels, only one in three hotels have YouTube videos and just 23 per cent use Instagram, even though these are the portals likely to appeal to a new generation of travellers. Some 81 per cent make the most of Facebook, but this won’t be enough going forward, so now may be the time to upgrade your social strategy if you want to keep up with the competition. Making the hotel the hub of the community One really interesting potential trend was pointed out by AccorHotels chief executive Sebastien Bazin to Skift, who said he wants to change the fact that hotels appeal to out-of-towners and not residents. He suggested that allowing nearby residents to use services such as holding click and collect parcels, cutting keys and printing documents could help to forge a better relationship – and that might lead to more recommendations when they have a friend who needs a room.
So, which of these might you be bringing out for 2017?
