Technology
Innovation technology has been a key topic for every sector over the past few years as the world collectively looks to the future. Susana Garrido, digitality & general education program manager, and senior lecturer in marketing at Les Roches, discusses the impact of innovative technology on the hotel industry.
nnovation technology has been one of the most popular topics discussed in various business circles in recent years. While most corporations want to innovate in one way or another, the results of such innovations and their overall impact on the bottom line could soon become overshadowed if in-depth research is not conducted. This has resulted in some hotels being unsure of what actually constitutes impactful innovation, with it even being regarded – in some cases at least – as an enemy of success as its implementation means that customers need to start comparing all establishments as well. This includes competitors, on the basis of the new experiences that they offer. Large hotel chains have often tended to have an advantage in achieving their innovation goals as they traditionally have had better access to
knowledge-based tools. However, SMEs have a propensity to be more adaptable when it comes to facing the challenges associated with change. Nonetheless, it is not always easy for either side of the spectrum. No matter what their size, companies do not have the resources (time, knowledge and budget) to work on multiple types of innovation at the same time. Choosing a strategy for how to innovate is, therefore, essential.
Open innovation I
Revolutionise hotels
The first mistake is to think that innovation is only about new products. Any improvement to the user experience is also considered innovation and may simply involve a basic update of existing tools and features. Examples include interactive TVs, where guests can book restaurants and shop, with the
24 Hotel Management International /
www.hmi-online.com
zhu difeng/
Shutterstock.com
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