HELPING HANDS
When you’re trying to keep one step ahead of technology, choose the one that helps you and your guests, too, says Jane Pendlebury, chief executive of HOSPA
“The balance between human interaction and automation is an art we must master”
About HOSPA
Jane Pendlebury is chief executive of HOSPA – the Hospitality Professionals Association – which is a not-for- profit educational organisation, formed to bring together professionals involved in all things commercial within the hospitality industry in the UK. HOSPA is recognised as
the UK’s authoritative voice in the hospitality industry on financial management, technical accounting issues, as well as the leading arena for debate on investments, hospitality technology developments, revenue management and marketing. For more information, visit:
www.hospa.org
www.thecaterer.com
intelligence (AI) – are redefining the way we operate and market the hospitality industry. As an industry built on people, we are faced time and again with the prospect of digitalisation which can be very daunting. It’s therefore essential to understand that in
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this ever-evolving landscape, a one-size-fits-all approach will no longer suffice and the adop- tion of technology should not be indiscrimi- nate. Instead, it should be a means to enhance and tailor the guest experience and, ultimately, free up staff to deliver first-class service.
THE RISE OF AI AND CHOOSING THE RIGHT TECH STACK
The undeniable rise of AI, exemplified by pro- grammes like Chat GPT, has transformed the way we can interact with our guests. Chatbots can engage with customers at any hour, provid- ing quick and relevant information while assist- ing in booking inquiries. However, it’s important to note that the application of such technology must align with your business’s character and more importantly, your guest’s preferences. One of the most critical aspects in this tech-
driven era is ensuring your tech stack is genu- inely working for you. What suits one business might not be a perfect fit for another, so it’s imperative to shop around and carefully select the technology that aligns with your unique brand identity. From remote check-ins to digital room keys, numerous applications offer convenience and efficiency, yet, the level to which these are adopted should be tailored to your clientele. However, the need for technology depends
on the guest, so where possible, we must let them choose how to interact. For example, a guest on a romantic five-star getaway may
s an industry, we now find ourselves at a pivotal moment in time, where technology – and especially artificial
be looking for the more personal touch of a dedicated concierge, while a business trav- eller on a tight schedule values a seamless digital check-in process. The balance between human interaction and automation is an art we must master.
LEVERAGING SOCIAL MEDIA PLATFORMS
In this age of connectivity, social media has become a vital factor in shaping the percep- tions of our establishments. Platforms like TikTok have gained prominence as a search engine of choice for those seeking an authen- tic insight into a hotel or restaurant’s offer- ing. To neglect this social media giant and other similar platforms is to miss out on a vast potential audience. While traditional websites and photography remain relevant, the real-time, unfiltered content shared on these mediums offer a unique and transpar- ent insight into your business, so why not use it to your advantage?
STRIKING A BALANCE
As we embrace the technological advance- ments and AI offerings that continue to grow at a rapid rate, it’s important not to lose sight of what kind of establishment you want to be. Overall, it’s the character and quality of service that define us. Technology should serve as an enabler, enhancing these qualities and not overshadowing them. These latest developments in all their com-
plexity should not be feared, but instead be celebrated and harnessed intelligently. On its current trajectory, the art of balancing technol- ogy and personal service, in the digital age, will distinguish the great from the good in the hospitality industry. As operators, the mission remains clear: choose technology that has a positive impact on guest experience and the capabilities of your staff.
Technology Prospectus 2024 | 5
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