Fueled by a rebounding economy and an increase in customer discretionary spending, the travel and tourism industry is in the middle of a major upswing. In fact, forecasts reveal that by 2020, domestic travel spending will grow to a staggering $975.4 billion, up from $901.3 billion in 2018.
In response to this movement, touchpoints across the industry are embracing new digital trends and smart technology to make the customer journey as seamless and enjoyable. One sector in which this transformation is increasingly apparent is the hospitality one, where everything from the check-in process to in-room technology options is rapidly changing.
Let’s take a look at five trends that are shaping the industry as a whole as automation and digitisation continue to proliferate, and customers become increasingly tech-savvy. Planning a summer vacation in a few months? Your stay might look a lot different than you’re used to, and that’s a good thing.
1. Wi-Fi User Pay Models Dwindling
In the past, hotel chains could get away with charging visitors a premium for lightning fast, high-speed WiFi in their rooms. Now? A recent survey reveals that one in five people would prefer free Wi-Fi in the room over a complimentary breakfast the next morning. This changing expectation is linked to the fact that today’s traveller is carrying more gadgets than ever before. From smart chargers to tablets and every device in between, the idea of connectedness is prevalent, and hospitality chains that don’t accommodate this requirement could quickly lose out.
While it might require a greater up-front investment for hotels to install a facility-wide wireless network, it’s a forward-facing decision that can boost customer satisfaction. A high-density network, coupled with in-house mobile phone coverage, accommodates both the casual, leisure traveller as well as professional groups who are staying for conferences or other functions.
2. A/V, VoIP and VTC Conference Capabilities
Speaking of professional conferences, hotels are making major investments in their conference room facilities to ensure they’re equipped with the latest smart technology to make even the most elaborate and tech-heavy presentations a breeze.
No longer simply a holding space for walnut tables and swivel chairs, these rooms are being used to conduct meetings that incorporate elements of Audio/Visual (A/V), Voice over Internet Protocol (VoIP) and Video Teleconferencing (VTC). As such, installing these systems is a top priority of many major chains, with emphasis placed on concealing complex wiring systems as discreetly as possible via ceiling and floorway conduits to maintain aesthetics.
Moving forward, one consideration on this front will be how to marry such innovation and technological disruption with eco-conscious initiatives such as investments in renewable energy. With more major hotel chains making the shift toward solar technology and green material design, it stands to reason that conference room systems will be woven into these networks to conserve power use, though the extent of this integration is yet to be determined.
3. Automated Check-Ins and Notifications
It’s already becoming commonplace to skip the long ticket line at the airport and head straight to the security check thanks to mobile apps that allow you to check-in up to 24 hours before your flight departs. As such, travellers are beginning to expect the same level of automation once they arrive at their lodging destination. From check-in kiosks that take the guesswork out of recalling a reservation number to online room service ordering systems, the focus is on a streamlined and efficient user experience.
Yet, even amid so much digitisation, studies show that the modern consumer still craves personalisation. To this end, while an electronic kiosk might be preferred over an in-person interaction with a hotel receptionist, visitors still want to see their own name on the screen along with the welcome message. Along those same lines, some chains are also investing in technology that remembers and recalls customers’ past room service orders, so the hotel can recommend related dishes in the future and make ordering simpler, or that recommends nearby destinations and tourist locales based on a customer’s stated preferences.
4. Near Field Communication
Anytime someone holds his or her phone up to a Point of Sale (POS) system to make a transaction, that’s NFC at work. In a nutshell, it’s the technology utilized to send information between devices. It’s a short-range, yet high-frequency technology that has transformed the payment process, and the hospitality is catching on and cashing in.
With a maximum data transfer rate of 424 kbit/sec, NFC is enabled and activated when two smart devices, such as a credit card and POS machine, come into contact with one another. The transaction is secure and instant, which are two features consumers are increasingly gravitating toward when it comes to their preferred hotel technology. While check-ins are the first place NFC is being implemented, it can also carry over into other aspects of the stay experience, including integration into a smart room key. The technology can also be used to help facilities cater to their customers through more targeted and direct advertising techniques. For example, NFC-integrated digital signage could be programmed to change from a generic advertisement to a kid-friendly one when a child walks by, along with other personalisation.
5. Smart Keys, Robots, and Other Futuristic Elements
We saved the most fun one for last. In addition to making the user stay more streamlined, some hotels are using digitisation to make it more interesting and tech-friendly as well. As previously mentioned, smart keys equipped with NFC technology can be used to make the door entry process quicker. In addition, there are some high-end locations, such as the Aloft Cupertino in California, that are employing robotic butlers (named Botlr in Aloft’s case) to bring requested items, from room service meals to replacement toothbrushes, to users, even moving automatically between floors. There’s even technology to allow housekeeping employees to utilise an infrared scanner to detect body heat within a room, so they know there’s someone inside. Over time, these applications could even take the place of the traditional Do Not Disturb sign we’re so used to placing over our doorknobs when we want some time to ourselves.
In addition to the items listed above, other forward-thinking digital elements making headway in the hospitality industry include access to mobile video content, cloud computing, and converged LANs used to reduce energy consumption and offer a more personalised room environment. All of these factors combine to create a smart hotel room that’s nothing like we’re used to seeing. While planning your next trip, consider researching whether or not your lodging of choice is equipped with any of these features. You might never want to leave your room!
