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Column Emerging technologies in hospitality


In the first of a new series on adoption of new technologies in AV in- stallations, Joe Rabah, Managing Director EMEA, RMG Networks asks: “Which way now for hospitality?”. In particular, Joe looks at


hos-


pitality applications of Virtual Reality (VR) Augmented Reality (AR), Artificial Reality (AI), Radio-Frequency ID (RFID) and NFC (Near Field Communication), Modular LED Technology, Mobile phones and Con- tent management systems (CMS).


The times they are a-changing for hospitality. A couple of years ago, industry commentators highlighted the inexorable rise of Airbnb, warning with strategic vision it could become serious competition for traditional hos- pitality - and so it has come to pass. Airbnb has signalled its intention to move into (extreme- ly) luxury accommodation with the accompanying risk that the clientele that it first attracted as penniless students, but which is maturing into increasing wealth will follow it.


Meanwhile, the proliferation of technology and the ‘Internet Of Things (IOT)’ is really changing the rules of the hospitality game: brands such as Marriot and Hil- ton are set to launch specifically tech-focused rooms this year, with smart speakers that can adjust room temperatures and order hotel services from verbal instructions being just some of the options available.


Many guests are likely to prefer


this, for reasons rooted in priva- cy, convenience and entertain- ment, thus the fully-connected hotel stay is set to take over from traditional provision. It’s not only in the hotel sector that this shift to incorporating technology fur- ther into the customer offering is evident though; technology is also being used to great effect in the restaurant, entertainment and leisure venues within the hospitality sector as a whole. From providing personalised cus- tomer experiences to ensuring stock levels are maintained and route-finding visitors through their journey, to name a few. One clear and fundamental message has emerged from the recent disruption of the sector though; if hospitality brands are to stay relevant and able to compete they must offer not just great hospitality, but hospitality as an experience.


This may sound daunting, par- ticularly to smaller businesses, but in fact it offers a wealth of opportunity. With some thought, innovation and careful deploy- ment of technology, hospitality providers — even the smallest — can find almost limitless means by which to stand out from the crowd. Here are some of the best:


Augmented Reality (AR)


While virtual reality, or VR, has yet to take off in a big way for hotels (although experiments are ongoing), its close relative, AR, is proving a real game-changer. With AR, digital information is presented in immersive forms within the environment, so rather than presenting an entirely new and often fictional context (as in VR) it simply enhances and deepens what the customer is al- ready experiencing - it quite liter- ally, and perceptibly, adds value. In a world that has increas-


ingly high expectations of both brands and technology, there are many ways to use AR to win customers’ attention and loyalty, including smartphone apps that ‘see’ the hotel through the phone camera, and overlay information and hyperlinks accordingly and app-based guided tours of the hotel. Wearables such as special AR-enabled glasses furthermore reinforce the trend and the pos- sibility of AR soon becoming part of everyday life. There is something to suit most price points and they can make a real difference to the customer’s ex- perience.


One particular way in which the hotel sector is achieving the enhancing of the customer expe- rience is by utilising wayfinding. Wayfinding


refers to informa-


tion systems that guide people through a physical environment and enhances their understand- ing and experience of the space. It provides visual cues, and wayfinding apps can feed into mapped out prompts, such as landmarks or signs, taking the


‘recognises’ them. Interactive bot concierges, such as Rose of the Cosmopolitan in Las Vegas, is one example of this which is becoming more widely used. Alternatively, information col- lected from various streams such as online, telephone contact or previous visits, can be used to provide a genuinely customised experience for each client, such as trip or dining suggestions on


grammed to allow swift and easy access to all relevant parts of the hotel, with none of the fuss of fumbling for keys or cards. For hotels, this can mean better se- curity and more straightforward administration. An increasing number of hospitality venues also use RFID keys as payment cards, which makes life easier for guests and allows hotels to track and monitor stock with great pre-


Augmented Reality takes travel and hospitality experiences to next level. It will offer more accessibility to travellers while being user friendly.


experience – with the ability to instantly transform any space or environment.


The ways in which signage technology can be utilised to engage with guests is almost endless, with more and more options available than ever be- fore – curved LED screens, flat panel displays and 4K ultra-HD screens, interactive floors and interactive displays controlled by remote body movement are just some of the choices avail- able to the hospitality sector. These new dynamic display technologies are extremely adaptable, versatile and flexible, fitting into any environment, complementing the surround- ings and bringing the environ- ment and messaging to life. For example, LED screens can be placed indoors and outdoors, to be curved or built to a particular size-grabbing attention and de- liver messages with impact and vibrancy. Holograms can create interest and deliver imagery and messaging subtly without changing the surrounding land- scape.


Mobile phones The role


Digital signage has a crucial role to play in revolutionising a guest’s experience – with the ability to instantly transform any space or environment.


stress out of navigation. Through an


immersive AR Wayfinding app, the hotel can ensure its guests can easily navigate their way through the city they are in, as well as within the hotel build- ing itself.


Artificial Intelligence (AI)


Like AR, AI comes in many forms and can transform the client journey drastically. The companies making the very best use of AI tend to be those pro- viding genuinely omni-channel services, whereby their AI devic- es ‘learn’ from information about each customer gleaned from var- ious channels at different times. So, for example, a customer who books a hotel stay via their on- line account can be greeted by name when a virtual receptionist installed in the hotel reception


P14 AV News September 2018


the hotel app or on a screen in the client’s room. AI has the ad- vantage of being able to learn from big data and access the very latest information instant- ly, which can also enhance a guest’s visiting experience. Traf- fic updates can be communi- cated as they happen, or if the weather is particularly bad, AI can suggest alternative activities or trips which are suitable.


Radio-Frequency ID (RFID) and NFC (Near Field Commu- nication)


The use of RFID keys and wrist- bands is proving hugely popular with hotels and clients alike, largely because they can greatly streamline the hospitality pro- cess and offer many benefits to both parties. For guests, RFID keys or bracelets can be pro-


cision.


Looking ahead, it seems likely that wristbands and smart keys will progress to include functions additional to RFID, such as ac- cess to tailored offers, AR/VR options and so forth. Likewise, NFC offers brands the opportu- nity to link electronic devices to one another - for example linking mobile phones with interactive digital signage displays, creating opportunities to personalise con- tent and improve the customer journey.


Modular LED Technology


Digital signage is continually evolving and offering more than the traditional static message boards that consumers have pre- viously been accustomed to. Dig- ital signage has a crucial role to play in revolutionising a guest’s


that mobile phones


have to play for hotels is indeed huge – the devices already, and will continue to, play a vitally important role for the hotel sec- tor. They have all but become the communications tool of choice for consumers within all sectors, not just the hospitality market, so it is crucial the sec- tor recognises this and utilises mobile phone friendly commu- nications as best and widely as possible.


Mobile phones have the dis- tinct ability to combine all com-


munications seamlessly, from the business to the consumer, and therefore have become argu- ably the most valuable tool for the hospitality sector.


Content management sys- tems (CMS)


For many of the devices de- scribed above there are areas of crossover; for example, it is entirely possible to combine AI with AR/RFID/NFC to automate check-in and check-out as well as payment, taxi bookings, re- quests for extra room linen, etc. However, all of these possibili- ties rely on data. More precisely, they rely on frequently updated, effectively curated and presented, and ac- curate data. In hospitality, new data is being generated all the time — every time a client ex- presses a preference, books a service, considers a destination, all of these are opportunities for hospitality brands to tailor their offerings and place themselves above the opposition in custom- ers’ eyes. But for that data to be useful, it has to be contextual- ised, analysed and presented where it is needed in an easily digestible manner.


That is why a highly effective CMS should lie at the heart of ev- ery hospitality business. The very best hospitality CMS will inform both employees and consumers alike providing data-driven in- sights, relevant information and content to create aspirational, superior customer engagement. Going one step further, a great CMS has the ability to power up immersive hospitality applica- tions bound to make a lasting impact on visitors and clients.


The use of RFID keys and wristbands is proving hugely popular with hotels and clients alike, largely because they can greatly streamline the hospitality process and offer many benefits to both parties.


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