| | 8 HOSPITALITY BUSINESS REVIEW EUROPEMARCH 2025Key Career Milestones I have a procurement background, starting in the automotive industry, then moving into IT and telecommunications, and now hospitality. My transition into culinary and beverage management happened through procurement--somewhat by accident. However, I am now discovering many new aspects of this field and thoroughly enjoying the journey.Data and Guest Experience1. Enhancing Customer Satisfaction and Retention:· Accor uses tools like the Voice of the Guest (VOG) and TrustYou to track and measure guest satisfaction through surveys and online reviews. This helps identify pain points in the guest journey and allows for timely interventions to improve the experience.· Reputation management tools help monitor online feedback and manage guest reviews, which is essential for building long-term relationships and driving guest loyalty.2. Personalizing Guest Experiences:· Data analytics enables Accor to capture and analyze data linked to hotel activities, such as emotion detection and VIP management at hotel arrival. This allows for personalized services and enhances the overall guest experience.· AI tools, such as chatbots and ZenDesk AI, help handle routine queries efficiently, reducing response times and allowing staff to focus on more complex issues.3. Driving Operational Efficiency:· AI solutions and data analytics are leveraged to streamline routine customer interactions, improving efficiency and reducing costs. For example, AI chatbots can handle routine queries, enabling the team to focus on more complex issues.· Accor's data strategy includes capturing all data linked to hotel activities and making it available for actionable services on demand. This ensures that data is accessible and can be used to improve operational efficiency.4. Supporting Strategic Decision-Making:· Data analytics provides insights that support strategic decision-making. For instance, Accor's data strategy involves evaluating and improving the performance of tools like Astore Suite to ensure operational reliability and make informed decisions about future investments.· Customer insights help Accor understand market trends and customer preferences, enabling the company to develop targeted actions to improve engagement and capture rates for franchisees.Leveraging Technology for Sustainability in Hospitality1. Smart Locks and Security Systems:The hospitality industry is rapidly adopting smart locks to address security concerns and improve guest experiences. These smart locks are designed with sustainability in mind, using recycled materials and ensuring durability to reduce the frequency of replacements and, consequently, the environmental impact.2. Energy Management Systems:Advanced energy management systems are being implemented to monitor and optimize energy usage across our properties. These systems help reduce energy consumption and lower carbon footprints by automatically adjusting lighting, heating, and cooling based on occupancy and usage patterns.TECH-DRIVEN HOSPITALITY: INNOVATION MEETS SUSTAINABILITYBy Kevin Vassout, Executive Director- Strategy, Sustainability, Transformation and New Countries - Procurement Europe North Africa, AccorKevin VassoutIN MY OPINION
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