The technological and digital revolution has radically transformed the customer experience; however, many hotels have not yet fully recognized or realized its benefits. The arrival of new hotels and increased competition means focusing on the brand itself and its values as a differentiating factor, but also on the importance of reinventing oneself by building connections with customers.
Once a guest has checked into a hotel, there is no further interaction with them until it’s time to check out. This means that a valuable opportunity is being missed to build a meaningful relationship between both parties and, in turn, add value to the guest’s stay. There are smart marketing, analytics, and loyalty strategies that win over guests hands down, but nevertheless, for an independent hotel or hotel chain, mastering technology, data analysis, and marketing is a major factor in gaining a competitive edge in the market.
The opportunity is clear: to improve the traveler’s experience and, at the same time, enable hoteliers to better meet their needs and be a helpful partner by finding more effective and efficient ways to engage with them. This is where technology and innovation could, should, and in fact can play an important role.
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The Role of Technology in Hotel Innovation
The key is to gain a better understanding of what the guest is looking for before they make a reservation at the hotel. Through the process of getting to know the guest and collecting personal information, we have the opportunity to analyze and tailor the type of service we offer, creating recommendation systems that turn a stay into an unforgettable experience.
Some hotel chains go the extra mile, making guests feel truly at home—or even better. They offer experiences such as cooking tours, sporting events, or music concerts. Even so, the trend is to offer a unique experience both at the hotel itself and in the destination, since most millennials value local experiences—such as learning about a new culture or trying local cuisine—more than other types of experiences.
Adding value that sets us apart leads us to promote innovation and technology in the industry. Implementing the use of ICT, firmly believing in innovation projects, and continuously improving guest service standards enable guests to enjoy a true “digital experience” in line with hotel operations.
How can we use new technologies to build customer loyalty?
New technologies are making it possible to create an entirely new landscape, both on the supply side and the demand side. We must not forget that there are factors such as the digital divide, ongoing training in technology, the sustainability of tourism resources, and the inclusion of people with disabilities—all of which must be effectively managed as destinations undergo their transformation into smart destinations.
Virtual Reality
One of the areas that has undoubtedly seen the most growth in recent years and that is shaping the evolution of technology in physical environments is the incorporation and design of virtual, immersive, and digital spaces, which make it possible to recreate customized environments for the customer.
Social Media Presence
A social media presence and the use of technological solutions such as mobile instant messaging or automated chatbots are, today, resources available to any type of lodging business. There are many technology and innovation tools available to build customer loyalty, ranging from classic loyalty cards and the ever-popular discount coupons to online campaigns, upselling, and personalized communications…but The success of a loyalty strategy depends on whether the process for building guest loyalty has clearly defined objectives and is actually implemented in the hotel’s day-to-day operations.
