How hotels can use hotel technology to optimize guest relationships

When it comes to technology, hotels have always been at the forefront of implementing technological innovations to optimize guest relations. The use of technology in hotels started with things seen today as a given. For example, in 1947, The Statler Hotel in New York revolutionized guest comfort and hotel operations by introducing the first fully automated elevator system, which allowed guests to select their desired floors without operator assistance. Similarly, the Hilton Hotel in Tokyo was one of the first in the world to offer high-speed internet access in guest rooms during the late 1990s, setting a new standard for connectivity in hospitality.

 

Modern hotel guests desire more than a comfortable room; they want ease at every step of their journey and crave a genuine connection with the hotel and its staff. To deliver and meet these heightened expectations effectively, hotels must turn to technology. According to a survey done on Hospitality Tech, 69% of respondents increased their tech budgets in 2023 to implement leading technologies for effective operations. At the same time, 73% of hoteliers consider emerging technology pivotal to hotel performance.

 

The hotel guest experience journey covers every point of contact that a guest has with your business. Technology can be used to optimize many areas of the guest journey to ensure a positive guest experience. If you are in the hospitality business, you must ask where your hotel will be in this war to provide the best technology to increase guest satisfaction.

 

In this article, you will find a guide to get you started as you seek to answer that question.

 

How technology can optimise the guest journey

 

In today's age, the guest journey shouldn't be left to chance. A guest experience journey is a collection of touchpoints. This includes a sum of all interactions between the guest and the hotel, whether through email, phone, or physically in the hotel.

 

By using tools such as mobile apps for streamlined check-ins, AI-powered chatbots for instant assistance, and data analytics for personalized recommendations, hotels can enhance efficiency, improve communication, and tailor experiences to individual preferences. By doing these, hotels can create a more memorable journey for every guest, fostering stronger relationships and driving long-term loyalty, which can translate to word-of-mouth referrals.

 

Below are some ways that technology can be used in the different stages of a guest's hotel experience:

 

Booking stage

 

Digital approaches to hospitality now exist, and they are also transforming how guests book hotel stays. Tech-savvy hotels are seizing the opportunity to enhance guest satisfaction from the very first interaction. A seamless booking engine is the foundation of an excellent digital hotel guest experience. Online systems provide real-time availability and clear pricing, eliminating frustration and guesswork for potential guests.

 

 

But technology can go further. AI-powered chatbots offer around-the-clock assistance, answering common questions and guiding users through the booking process. This ensures no guest gets stuck due to a simple query, especially outside traditional business hours. Additionally, personalization is key. By leveraging past guest data or search behavior, hotels can suggest relevant upgrades or packages. This curated approach shows attentiveness to guest needs, increasing the chances of a booking and setting the stage for a stay that exceeds expectations.

 

Pre-arrival stage

 

The pre-arrival stage offers a key opportunity for hotels to provide a good guest experience even before guests get on a plane. Hotels can employ a myriad of technological innovations to heighten guest satisfaction during the pre-arrival stage of their journey. These can include:

 

Tell the hotel your needs: Use the hotel website to ask guests about special requests, like extra pillows, or if they have food allergies.

 

Arrival stage

 

The tone for their entire stay is set from the moment a guest arrives. Technology is now eliminating old pain points and transforming the arrival experience. Contactless check-in and check-out systems are game-changers, often linked to mobile apps. Guests can skip long lines at reception, complete check-in formalities directly from their devices, and head straight to their rooms. This saves time and offers unparalleled convenience, especially for weary travelers.

 

Cutting-edge hotels are even exploring the use of facial recognition to streamline the process further. With a quick scan, guests can be verified and receive a digital room key sent directly to their phones. This demonstrates a commitment to efficiency and the guest's sense of ease, signalling a positive start to their stay.

 

 

During stay

 

Once a guest is settled in, technology plays a key role in shaping their experience. A reliable hotel app can be a handy digital concierge in their pocket. This digital concierge can act as a 24/7 receptionist, answering questions even when the reception is closed or there is no reception close to the property. Hotels can use the Nevron mobile app to power service kiosks for check-in.

 

Moving on, in-room IPTV systems like those provided by Nevron IPTV take this further, with interactive menus and instant communication features to reach hotel staff. These tools empower guests to manage their stay with ease.

 

Post stay

 

The guest experience continues after check-out. Technology provides crucial opportunities to extend the relationship post-stay. Automated feedback collection through surveys sent via email or a hotel app makes it easy for guests to share their thoughts. Analyzing this feedback uncovers areas for improvement and reveals what guests loved, leading to data-driven service enhancements. In addition to feedback, follow-up communications based on guest preferences and stay history are essential. A follow-up message offering a discount for a return visit shows the guest that you value their patronage. This technology-driven approach shows the hotel's commitment to a lasting relationship and increases the likelihood of repeat bookings.

 

Emerging technologies in the hospitality industry

 

 

Virtual and augmented reality

 

VR and AR technologies are game changers in how guests interact with hotels before and during their stays. During pre-booking, VR opens up the power of immersive experiences. Imagine stepping into a meticulously rendered 3D model of a suite, "walking" through the space, and assessing if it meets your needs. This leap beyond static photos fosters a sense of familiarity and reduces uncertainty when booking. On-site, AR blends the physical world with valuable digital layers. Guests can use their smartphone cameras to reveal restaurant menus and interactive maps or play with gamification elements. AR enriches exploration, simplifies navigation, and adds a touch of futuristic excitement to the guest experience.

 

 

Robotics

 

Robotics is gradually reshaping various aspects of the hospitality industry. In guest services, robots handle tasks such as room service delivery, concierge information, and even luggage transport. The use of robots frees up human staff to focus on complex guest interactions and personalized service, all while adding a touch of novelty. In housekeeping, robotic vacuums and specialized cleaning assistants streamline routine tasks, speeding up room turnover and improving efficiency.

 

According to a study, the hospitality robotics market is poised to grow at a CAGR of 25.2% by 2028. What this means is an increase in usage across industries, including hospitality. While cost remains a consideration, the long-term potential for labor optimization is undeniably significant.

 

Artificial intelligence (AI)

 

Artificial intelligence (AI) is revolutionizing personalized service and operational efficiency in the hospitality industry. Beyond just analyzing guest data to uncover patterns and preferences, modern AI applications, including interactive AI bots, offer a dynamic and interactive layer to guest services. Guests can now engage with intelligent bots that assist in real-time, providing recommendations for restaurants to match dietary preferences, suggesting activities tailored to their interests, and even adjusting room settings like temperature based on previous visits. These AI systems extend their utility by predicting demand fluctuations, allowing hotels to adjust pricing strategically for optimal revenue. Additionally, AI-driven predictive maintenance tools forecast potential equipment failures before they occur, minimizing disruption and enhancing the overall guest experience.

 

 

Benefits of optimizing the guest journey using technology

 

Optimizing the guest journey using technology in the hotel industry can lead to numerous benefits, such as:

  1. Reduced friction points: Technology can help reduce friction points throughout the guest journey, ensuring the delivery of memorable experiences.
  2. Competitive advantage: Using technology can help hotels engage with guests throughout each stage of the buyer's journey, leading to more successful campaigns and customer retention.
  3. Improved collaboration: The use of technology enhances communication and helps teams efficiently complete tasks, leading to better service.
  4. Convenience: Self-service kiosks, mobile check-in, virtual concierge, and smart rooms can create a one-of-a-kind experience that is both convenient and enhances the guest experience.
  5. Meeting guest expectations: Modern guests expect Wi-Fi and mobile phones to co-create their hotel experience. Having an app, mobile check-in, or a virtual concierge brings hotels closer to exceeding guest expectations and delivering an unforgettable experience.
  6. Automation of menial tasks: Automation tools can handle check-in and check-out admin, creating rates and managing revenue, thereby freeing up staff to focus on personalizing the guest journey and providing remarkable service.
  7. Better access to information: A centralized system for hotel operations gives guests better access to information via smart mirrors, apps, or virtual concierges.
  8. Data-backed personalization: Hotels can leverage machine learning, AI, chatbots, and data analytics to personalize the guest experience and curate tailored experiences based on guest preferences and values.
  9. Optimization of the end-to-end guest journey: AI and ML can analyze customer insights and uncover priority areas to optimize the end-to-end guest journey, including breakdowns in the digital experience.
  10. Evaluation, iteration, and optimization: Hotels can evaluate the impact of strategies implemented to improve the guest experience on KPIs like bookings, revenue, and repeat visits, allowing for continuous improvement.

 

 

Best practices for implementation

 

  1. Define clear goals and objectives: Don't chase trends. Instead, identify the specific problems or guest experience areas you aim to solve and enhance. These goals will guide your technology choices.
  2. Prioritise user-friendliness and accessibility. Choose technology with intuitive and easy-to-navigate interfaces for guests and staff. Involve staff and even potential guests in testing phases to uncover usability problems. Ensure your chosen technology aligns with accessibility standards for guests with disabilities.
  3. Seamless integration is crucial. New solutions should integrate with your existing systems (property management systems, booking engines, etc.) to prevent data fragmentation. Aim for a system where guest data and operational insights are easily accessible across departments.
  4. Thorough staff training and buy-in. Dedicate time and resources to training staff on new technology, even if it seems user-friendly. Collect staff input during implementation and after launch to uncover potential issues and areas for improvement.
  5. Invest in cybersecurity and data privacy. Robust cybersecurity measures are crucial as hotels increasingly collect personal data. Have precise data collection and usage policies; communicate these clearly to guests.
  6. Measure and iterate. Establish KPIs (Key Performance Indicators) to track the success of your technology implementation. Are the goals you defined being met? Use collected data, guest feedback, and staff input to refine processes, make adjustments, and maximize the benefits of your technology investment.

 

Conclusion

 

By embracing technology, hotels can open up a wealth of opportunities. Automation streamlines routine tasks, eliminating friction points in the guest journey and providing data-driven insights. The result is a significant gift: time. Time hoteliers can use to finally reinvest where it matters most—fostering genuine guest relationships. Personalized interactions, attentive service, and going the extra mile become the hallmarks of a hotel that understands the true value of the human touch. For hotels prioritizing guest experience as their guiding light, technology isn't a replacement; it's a powerful enabler, facilitating the warmth and connection that turn guests into loyal advocates.

 

Nevron solutions: powering a seamless guest experience

 

Nevron offers a suite of technology solutions specifically designed to elevate the guest experience at every stage of their journey. Here's how their key offerings impact the guest experience:
Nevron solutions: powering a seamless guest experience

 

Ready to take guest relations to the next level? Discover how Nevron Mobile and Nevron IPTV can transform your hotel's operations and guest experience. Book afree demo !