It is no secret that hospitality is not the most technologically friendly industry as many of its practices are bound by traditions. Some more seasoned hospitality providers are in no hurry to give up on established practices and solutions as they view the many technological advancements in hospitality software development as an unnecessary, and most of all, costly flourish.
It is hard to argue with hospitality professionals who have had their footing in the industry for decades. After all, there are many contributing factors that make up the success of a hotel, and even though competition has gone up drastically since the early 2000s, many hospitality providers are still confident that the character of the service they provide is going to be enough to see them through the day.
hat said, the number of hoteliers who embrace the technological advancements of hospitality software has grown exponentially over the years, with newcomers relying heavily on hospitality technology to build a competitive business, while some more established hoteliers focus on investing in newer integrated solutions as a way of solidifying their presence on the market.
Let us examine some of these technological advancements and how they’ve benefitted the industry as a whole:
- Cloud-based technology incentivizes hotel software advancements
- Cloud-based hospitality software is the response of the decade long issue of in house server maintenance and IT support, from various hospitality software developers. Having a range of hospitality solutions accessible to the user via a cloud allows developers to build networks of integrated solutions (i.e. solutions which share data) that result in smarter and much more intuitive solutions.
- Let’s take for instance Clock Software’s integrated channel manager, a solution which allows staff to simultaneously manage room rates across all online reservation platforms . The channel manager automatically calculates the best available room rates and updates them across all channels, including your hotel’s website. It also manages room occupancy by updating room availability for OTAs and your homepage, whenever a booking or a cancellation occurs.
- As such a cloud-based solution can be integrated with a host of other solutions for the purpose of sharing data and many tech companies are focusing on building integrations between their products in order to create better products.
- Guests demand increasing levels of cyber safety
- Modern guests are less concerned about whether they can store their prized possessions in a safe, as the thing they value most is handed out upon their arrival: the privacy of their information. There have been a number of cyberattacks in recent years against large hotel chains which have compromised the integrity of hospitality providers as a whole. The fact of the matter is, a cyber breach may go unnoticed for years, allowing third parties to abuse your guests’ information, which can only put guests’ trust in your establishment under question.
- Read more: Hotel Data Safety (Part 1): Hospitality Cybersecurity and Data Risks
- Hospitality is a vulnerable industry for cyber attacks, not because of the software that they use, but because of human error. Malware, phishing, and other common attacks on hotels are all doors unwittingly opened by employees. In order to prevent the breach of trust between business and client, staff needs to be up to date with cyber safety protocols which should be adhered to as strictly as any other risk to the business and client’s safety.
- Guest data analysis requires expertise
- The virtues of data acquisition and assessment have been extrapolated countless times over the years yet hospitality providers have not been at the forefront of making use of the information at their disposal. This has to do with the fact that data assessment has been too slow and costly which prevented many establishments of benefitting from it.
- But the recent adoption of integrated hospitality solutions has allowed information to be gathered in consistent patterns that could be partially analyzed by the solution itself, saving employees the trouble of lengthy analytical procedures that would eat up time from their other responsibilities.
- Read more: Essential Hotel Key Performance Indicators Hoteliers Must Track
- Hospitality technology has enabled the process of effectively gathering and grouping information that could be used to further the goals of the hotelier. A practical example of in-depth data analysis is the creation of customer personas, data models which exemplify the ideal guest. A guest persona allows hoteliers to study the guest they want to attract and build their business model around them.
- This approach to customer acquisition has created a much more stable environment for business expansions, as hoteliers can now use the information and solutions at their disposal to make predictions on future business moves, be it the opening of a restaurant at your current location, or the unveiling of a second establishment.
- Self-check-in devices have reshaped hospitality customer relations
- Self-check-in kiosks and hotel self-service apps have created a small storm in changing the behaviour of hoteliers and guests. What began as a set of niche tools that would cut the waiting in line short for some guests is now a technology that is well on its way to uprooting centuries-old hospitality etiquette.
- 10 ways smart technology is reshaping the hotel industry
- Many establishments have now completely foregone check-in times as part of the conditions of stay, as the check-in kiosk is operational 24/7, programmable in several languages, accepting a wide range of cards and currencies, while also dispensing a keycard at the end of the transaction.
- Self-service solutions are changing the expectations guests have of hotel service. Guests have become increasingly more incentivized to complete transactions and check-ins without the help of hotel employees and the change has been freeing for both parties. Hotels no longer need to have round the clock personnel at the reception or overstaffing during the busy seasons, and guests do not need to ask for assistance through every step of their stay.
- Technology has evolved to the point that it has become indispensable in people’s everyday lives. As such it is no stretch to acknowledge that even an industry as rooted in tradition as hospitality has changed in its ways. And that it would continue to evolve, forming a new tradition of smart innovation.
You may also find interesting:Essential Hotel Key Performance Indicators Hoteliers Must Track
Coronavirus: The Impact on Hospitality Industry and How to Plan Ahead
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About Clock Software
Clock Software is a global provider of cloud-based property management systems (PMS), integrated online distribution, online & kiosk hotel self check-in solutions and mobile & in-room guest engagement systems with customers in more than 65 countries.