HOTELS & HOSPITALITY
UPGRADING THE EXPERIENCE
Now is the time to invest in the technology infrastructure that will improve the guest experience beyond what was previously thought possible, argues Owen Williams, Director of Smart Building Solutions at LMG.
The hospitality sector knows better than most that exceptional experiences are central to their business. While this laser-focus on guest and user experience is inherent in all aspects of hospitality – from customer service, good food and beautiful settings – it is often most evident in the buildings and venues that house and facilitate these experiences.
Over the course of the last few decades, technology has allowed a good guest experience to evolve into an outstanding one. Working online, the vast majority of brands in hospitality have put the work into creating websites, booking and check-in systems that run smoothly — with ease-of-use being the top priority.
But this emphasis on digital technology in the virtual realm has not necessarily been matched in the physical one. Historically, there have been hospitality venues that have struggled with on-site digital experiences as they don’t meet the expectations set online. For example, sub-par bandwidth and Wi-Fi coverage, poor security and environmental control, to name a few.
From the boardroom to the
guestroom Given time, the value of wireless and other digital technologies have made their importance known through the expectations of guests, including the way they rate and review venues publicly. This has led to the import of ‘enterprise-grade’ tech infrastructure from offices into hospitality venues, enabling higher-quality features such as occupancy management and control, seamless integration with mobile devices and more. The last few years has seen guest expectations expand quickly, to the point where hospitality can scarcely offer a true five-star experience without the proper technology installed.
Missing out on features like self-check-in, first-rate Wi-Fi, secure but frictionless guestroom access, full environmental and lighting control, and up-to-date media and entertainment tech, is no longer an option for hospitality brands striving for success. Learning from best practice in other sectors and cross-pollinating across the different types of facilities is the answer here.
A single partner, endless possibilities It’s imperative that hospitality venues reflect this established best practice and invest in the latest technology infrastructure, and there’s never been a better time to do it. However, as with all the best things, this is easier said than done. This isn’t as straightforward as swapping out old tech for new. If we’re serious about
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delivering exceptional experiences, there are a number of practical considerations to be tackled:
• How can discrete technologies work together seamlessly?
• How do you manage the installation of complex communication systems within existing structures — often heritage buildings, as regularly preferred in hospitality?
• How do you guarantee infrastructure upgradability — anticipating tech obsolescence and dispensing with the need to ‘rip out and replace’ current systems in the future?
The key to addressing these questions is to work with a unified technology partner, one who can integrate the disparate technologies into a cohesive framework. This model sits in contrast to a traditional approach, which would call for individual tech elements to be sourced as separate packages from several service providers, leading to potential issues with integration down the line. Working with a unified tech provider, on the other hand, ensures interoperability and a seamless experience from day one.
An outstanding guest experience is the defining feature of a great hospitality venue — if not its very reason for being. While the past two years have been seen enormous challenges for the hospitality sector, the demand for these experiences is returning. Now is the time to invest in the technology infrastructure that will upgrade the guest experience beyond what was previously thought possible.
www.lmgiq.com
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