The Role of Technology in Guest Interactions: Are Hotels Prepared?
In a world where technology lies in the palm of our hands, digital interactions are shaping the way guests interact with hotels. Travelers rely more on their handheld devices and apps to book and board flights, rideshare from point A to point B, order food, and do many other daily tasks, but how far are they willing to let technology guide their hotel experience?
An example of this technology shift is hotels introducing kiosks instead of a welcome desk staff member. However, while kiosks offer convenience, do they truly fulfill all a guest’s needs? A recent visit to Las Vegas highlighted some limitations of this type of technology, with a glitchy digital check-in process that provided a less-than-seamless experience than an in-person employee.
HILTON TUCSON EAST
Staffed guest registration has been the standard for decades. The benefits are the personal touch, a warm smile, and a greeting. The downside is reduced guest experience when there is a long line when many guests are checking in.
INTEGRATING ADVANCED TECHNOLOGIES
Still, technology continues to evolve, which promises a greater range of capabilities and smoother operations. Many luxury properties have already been integrating advanced technological products such as Seura TVs and interactive mirrors, which utilize software like DigiValet. These systems anticipate guests’ needs, offer personalized and intelligent recommendations for dining or entertainment within the hotel, and often include room controls covering drapery, lighting levels, room temperature, and more. These programs also provide valuable data for hotel management to enhance guest satisfaction and tailor services accordingly.
Even though this type of technology has primarily been used for upscale properties, full-service and select-service hotels are gradually integrating them. As general technology advances and guests are exposed to more of these services, they become more familiar, but it is important to keep them intuitive as guests won’t have time to learn new systems during a short stay. One example is the dual-brand Marriott in Tempe, Arizona, where guests can check in early or check out via a mobile app. Some hotels even offer digital keycards, allowing guests to bypass staff interaction. However, this technology has limitations in enhancing guest experiences, and its full potential has yet to be realized.
Moxy Phoenix Downtown – Offers a unique blend of technology and a personal touch with its guest experience. Guests can self-check in and access their room with an app. Guests can also receive a complimentary drink at the check-in desk.
The future promises even more seamless and personalized interactions between hotels and guests. Advancements in algorithms and predictive analytics could empower all property management teams and ownership groups to communicate with guests, proactively offering real-time recommendations and services. Imagine receiving a text when the bar is open or pre-ordering breakfast with a few taps on your phone.
As the hospitality industry embraces these innovations, hotels must stay ahead of the curve to meet evolving expectations while still taking care when selecting systems that will easily adapt to new trends and technologies. The importance of a well-honed design and execution can make all the difference. FFKR is here to provide expert design services for any hospitality project, ensuring that each explores the need to meet the ever-changing expectations of hotel guests and deliver exceptional experiences.
Future Proofing
IHG Candlewood, Mesa, AZ – planning for today’s technology with CAT-6 while leaving flexibility for future upgrades needed to enhance guest services.
Megan joined FFKR in 2018. As a Senior Associate Interior Designer, Megan most enjoys the people and the culture at FFKR. She enjoys pushing the boundaries of design in a collaborative effort to see ideas blossom into something spectacular. She focuses primarily on Hospitality projects and brings vast experience to the studio.
Interested in learning more? Email hospitalitystudio@ffkr.com