Company insight The automated hotel
Automation and AI are no longer a counter to the traditional face-to-face service of hotels. They’re a new, smart way of doing business since guests expect a large degree of the automated services they have at home, before, during and after their stay. Hotel Management International connects with Hauke Lenthe, managing director (international), Nomadix, to discuss the trends for 2022 and how hoteliers can address the major pain points, including staff shortages and new guest expectations.
What hotel technology is trending for 2022? Hauke Lenthe: With different regions moving into recovery at different times, important technologies to consider next year will be those that provide greater efficiencies for hotels and create a smarter, safer stay for their guests. Technologies that focus on automation, AI and contactless are poised to have a higher return on investment as hotels work through staff shortages, burn-out and modified guest requirements brought on by the pandemic.
During check-in, self-check-in kiosks, mobile apps and digital keys give guests quick, contactless options. In the room, voice devices and AI streamline requests for both guests and staff. When integrated with smart room technology, guests can control room temperature, open and close curtains, choose TV channels, make reservations, order towels and book spa appointments. Housekeeping or service items can be ordered with a simple command, enveloping the whole guest experience into a digital wrapper.
How can hotels take advantage of guests’ own devices?
A mobile device is probably the single best way to identify consumers today. A unique number is tied to a real person with a specific account, app and payment method. It’s the gateway to a digital touchpoint with your guests, and an entryway into upselling your hotel’s services and amenities. Imagine being able to instantly get guests on to your property Wi-Fi, engaging with them before they reach the lobby. Technology, such as Passpoint, is being implemented by brands today to create a secure, seamless way to get and stay connected to Wi-Fi when returning to a property or others within the same brand.
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The Wi-Fi data can update your property management system (PMS) so that the guest is recognised immediately, and the highly personalised communications and value-adding services can begin. Once in their rooms, guests can use their mobile devices to cast their choice of video or music apps directly to the in-room TVs. You can deliver timely messages about F&B times or spa appointments. It’s done in a way that’s not intrusive, but helpful and appropriate instead.
Will guests be open to this new level of technology? Absolutely. At home, they use voice devices to control the temperature, music and to order groceries. They use self- checkout at grocery stores and check-in kiosks at airports. They scroll an AI-driven social media feed and stream shows suggested and curated just for them, thanks to AI. Forecasts suggest that by 2024, the number of digital voice assistants will reach 8.4 billion units – more than the world’s population.
Guests are used to creating personal profiles so that technology and services recognise them, their preferences, group memberships and payment methods. 90% of tourists are willing to share behavioural data to have a cheaper and easier experience. Hotels can be on a par with the experience at home by using automation and AI to boost guest satisfaction and streamline back-of-house services.
How else does automation benefit staff?
Automation is a key component in 24/7 service models and helps with overall employee satisfaction and efficiency. Hotel staff rely on PMS accuracy to understand occupancy levels and guest types. It can also help automate inventory management
and pricing. Integration with mobile devices can, for example, tell you when a guest has checked out, triggering an automated message (rather than staff having to send a manual one), to housekeeping to clean the room. Given the staffing challenges in the industry, automation and AI will be a welcome addition to reduce calls to the front desk and add new efficiencies throughout the hotel. This creates an optimal guest experience and refocuses staff time on more valuable guest interactions. Together with voice services, coupling automation and robots will be an upgrade for most back-of-house operations.
What should hotels look for in technology providers? There are three key considerations when choosing a technology partner: 1. Longevity: As an industry, we’re still dealing with the effects of the global pandemic. Hotels need a partner with staying power, a company that can weather the storm as hospitality continues to recover.
2. Expertise: They should look for partners who know what they’re doing. Hospitality is different from other industries. Finding companies who live and breathe hospitality technology is critical.
3. Interoperability: Hotels should look for technology partners who can integrate with their existing systems, so deployments are cost-effective and frictionless for staff and guests alike.
Lastly, hotels should look for partners who are flexible and willing to work through a property’s specific needs, timeline and financial situation. We’re in this together as we reboot hospitality. ●
www.nomadix.com Hotel Management International /
www.hmi-online.com
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