Technology
European hospitality The future of
The landscape of hospitality has been in constant fl ux since its post-pandemic recovery. Particularly in Europe, the industry continues to grapple with the challenges of staffi ng, emerging technologies and cybersecurity. HFTP COO Carson Booth discusses how to address these concerns. Meanwhile Yiannis Denaxas, HFTP competition winner and global hospitality business graduate student, describes how Web3 will shape online reviews and ultimately transform trust in hospitality.
A
sense of normalcy has returned to the hospitality industry in Europe. Travel is surging despite high plane-ticket prices and hotel
rates – a result of pent-up demand coming out of the pandemic that has been coined ‘revenge travel’. As a result of the pandemic, there are several ways in which the hospitality world has not returned to normal: ■ Talent:Working from home is hard to do if you work for a hotel or club. Additionally, staff loyalty was greatly impacted when hotels were closed and staff were laid-off during the pandemic. Staff discovered other sources of income and left the industry for other opportunities. The promise of travelling the world no longer held sway in the recruitment conversation. The same can be said when it comes to hotel technology staff. In the hunt for technology talent in this highly competitive space, how can the hospitality industry compete with large tech firms who are providing access to new/advanced technology, robust skill development and certifications higher wages and the ability to
■ Self-sovereign identity (SSI): The pandemic was the tipping point for the world to embrace a mobile-first, self-service mindset – albeit reading menus and ordering via QR-codes isn’t exactly a great experience. Nonetheless, these experiences further embedded the guest’s mobile-first, self-control expectations across nearly all service classes and experiences. The ability to manage one’s own digital identity and to control which information is provided to websites, booking engines and other online and travel services has led to a dramatic impact on pre- arrival and in-house guest experience expectations across the globe. What have industry suppliers done to prepare for these technological changes, and what should the hotels be doing now?
■ Cybersecurity: The good news is that the hospitality industry has finally embraced the shift to cloud computing and SaaS services, which bring robust and professionalised technology architectures and security with these services. However, two critical areas remain: what are the new threats
Hotel Management International /
www.hmi-online.com
Hotel Management International /
www.hmi-online.com
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RM Studio/
Shutterstock.com
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