Hospitality and Technology

Hospitality and Technology

1. technology is used in every segment of hospitality

   • Hotels and Technology
     • frictionless experience for the customer
       • customer ease of use
         • data analytics
           • want customers to have more freedom in the way they use hotel services
             • using technology they can also harness the data they get so they can increase revenue and serve customers better
               • big data, harnessing customer information
                 • service delivery- making sure customers get the best service possible
                   • almost everything is digital today
                     • enables customer engagement
                       • applied to booking systems and reservations
                         • security
     • Security
       • POS intrusions- accounts for 74% of all hospitality breaches
         • point of sales- they hold your credit card on file
           • cybersecurity for hotel businesses is important- hackers
             • only 50% of hotels use end to end encryption- all hotels get drivers license, diff credit card to hold on file for extra services or copy of license plate- this is all much digital information that can be stolen
               • hotel system breaches- electrical, plumbing, locks, financial
     • Big Data (analytics)
       • the curation of an individuals behavior patterns based on their
         • Web services
           • mobile usage
             • social networking and messaging
               • music streaming
                 • spending history
                   • all of this data- hotels like to harness it into a system to analyze it in order to better serve customers and increase customer loyalty- increasing revenues
                     • Digital giants
                       • Apple, facebook, amazon, google, alibaba
                         • most ppl engage in all or most of these digital giants on a regular basis
                           • important to hotel industry- hotel industry wants to know what you're saying on facebook, what kind of activity you participate in on these medias in relation to travel and hospitality
                             • by 2020- 20% of all activities a person engages in will involve digital giants
     • Booking Systems
       • OTA- online travel agency- expedia, booking.com, etc
         • 56% of hotels says direct reservations is #1 priority
           • hotels trying to gain back lost revenues from OTAs commissions
             • hotels pay 15-25% commissons to OTAs
               • rate parity system starting to break down
                 • the war has just begun
                   • OTAs advertise a discount that is decreasing
                     • will be just as good a deal booking directly
                       • OTAs represent over 200 billion dollars in revenue
                         • booking systems will start being refined with hotels on their own
     • Service Delivery
       • delivering exactly what the customer wants, when how and where they want it
         • keyless entry: customers unlocking using their smart phones
           • seamless connectivity
             • mobile payments
               • mobile check in and out
                 • geo-based offers
                   • hotel app on phone- location is on, hotel apps can notify of nearby hotel deals etc
                     • housekeeping online
                       • many hotel companies equipping their housekeepers with tablets, after room is cleaned they go thru checklist that is digitally relayed to fron tdesk
                         • front desk instantly becomes aware when rooms are done and when they can check in new guests
                           • apps for total experience
                             • smart TVs
                               • provide guests with easy access to information about local sights
                                 • guests can use TV to set alarm
                                   • express checkout, etc
     • Marketing
       • Virgin hotels commercial: use social media to their advantage
         • Customer engagement
           • robotics: use robot to talk to customers and entertain
             • bionic bar on cruise- drink mixed to perfection because all digital
               • smart tender- smart bar that is self contained system that pours perfect drink
                 • portable and accurately poured
                   • social areas: areas ofhotel where ppl can participate in digital workspace
                     • tables with plugs and common areas where ppl can work and socialize
                       • Misc offerings
                         • fully engaged guest spends a lot more money than disengaged guest
                           • fully engaged guest- hotel property tries to make connection with
                             • food and bev, activities, etc
                               • spend more money the more engaged they are
     • Digital Transformation in careers
       • chief analytics officer- increasing big data
         • chief experience officer- creating total experience for the customer
           • chief digital officer- ecommerce and mobile apps
             • Trends of the future
               • vr
                 • wireless charging
                   • relay machine
                     • robotics
                       • RFID: Radio frequency identification
                         • similar to ID bracelets on cruise ships that you can shop with
                           • PGA tour also uses this to better serve VIP customers
                             • better way to track your usage in the hotel of certain areas and services
                               • hotels want to see what customers want, how , when and where
                                 • Kube Systems: wireless charging stations