| | 19HOSPITALITY BUSINESS REVIEWOCTOBER-NOVEMBER 2023If there could have ever been a positive for COVID-19 for smaller hotel groups who have a greater malleability in adjusting to the times it has been the accelerated digitalised experience that has been the catalyst for this transformation. Digitalized guest experiences at our hotels have revolutionized the way we interact with our guests and significantly enhanced convenience, personalization, and efficiency. These advancements contribute to higher guest satisfaction, loyalty, and ultimately a competitive edge for hotels and accommodations. These include:· Contactless check-in / out· Digital room keys· Mobile app· In-room tablets· Digital in-room dining menu and ordering· Service requests· Online spa booking· Online table bookingWith the plethora of solutions for this burgeoning space of digitization, one question that does not get answered enough is when we introduce new technology. The why for introduction in most cases is already predefined in hardcore measurements including but not limited to: -· Percentage of orders through in-room tablets· The number of engagements through our Guest communication software and percentage of on-time responses and closed conversations.· Percentage of escalation for requests and average resolution times· Reduction in compensation costs, upselling revenue Equally the How as a road map is equally articulated with Gantt charts and interface requirements. What is not clear is the when. When do we disturb our current architecture of integration and how do we measure that we have reached the sweet spot of an architecture which need not be disturbed in the short term being defined as less than 2 years? Four concepts that are important and should be considered in answering these 2 above questions include: -1. Reduced switching costs within the customer journey for Colleagues. Our Colleague experience in being guardians of the guest experience whilst adhering to the efficiency being demanded OPTIMIZING TECHNOLOGY INTEGRATION IN THE HOSPITALITY INDUSTRYBy Clive Edwards, Senior Vice President of Operations at Capella Hotels and Resorts, and Elaine Khoo, Quality Manager at Capella Hotels and ResortsCXO INSIGHTS
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