The hospitality industry took a serious hit during the worst of the COVID-19 pandemic. As it tries to recover, it faces new challenges from a world that hasn’t completely returned to the pre-pandemic standard of normalcy. One of the ways the industry is adapting is by the adoption of self-service technology to give guests more flexibility and time-saving measures, as well as providing them with contactless options that alleviate the increased fear of germs brought on by the pandemic.
Why Self-Service Technology Is the Future
Almost any discussion of the hospitality industry has to start with the huge challenges of the COVID-19 pandemic. The near total shutdown of travel severely impacted hotels across the world, and resulted in massive layoffs and empty hotel rooms. One result of the pandemic was that people became more aware of the transmission of germs and many became obsessed with avoiding contact with foreign surfaces. This accelerated the trend toward self-service technology that had begun just a few years earlier.
The use of applications, or apps for short, has become widespread as smart phones became ubiquitous. Most major hotel chains, and many smaller ones, now offer an app that allows guests to check in remotely and without having to touch anything. Contactless check-in alleviates the fears of germ transmission. Apps also now enable guests to open their room doors (no more worries about losing keys), order room service, and even adjust the climate controls in their room. Along with check-in apps are contactless kiosks for check-in when guests arrive. These kiosks are popular with travelers, and allow hotels to check guests in at all hours of the day and night without having to pay employees to run the front desk during slow times.
Guest services can be accessed easier than ever now with new technologies. Now, a guest can request clean towels or check-in to see if the gym is open on their phones or other mobile devices. This extends to food and beverages, too. Many guests like to order their own food directly to their rooms by methods like Ubereats or Doordash. Now, hotels are partnering with local restaurants to provide similar services that funnel the business to the hotel’s partners.
Meeting Customer Demand Through Technology
Recent surveys have shown the public to have a marked preference for self-service options. Almost three out of four consumers not only like the options and convenience offered by self-service technology, but they now expect to find such technology in hotels. Younger people, especially, having grown up with their phones and apps, are more comfortable with using them to enhance and accelerate their check-in experience. This trend is only likely to continue to grow as new generations embrace technology at a young age.
The ability of algorithms to track customer trends and preferences makes automated services even more effective. Apps can now provide suggestions to guests based on their browsing history or stated preferences. This personalization can help steer guests to services or activities they might enjoy and to make informed decisions. Much like targeted advertising, these algorithms get right to the heart of the consumers’ interests. For example, an app could provide a suggestion about a local attraction that the guest might be interested in seeing based on previously gathered information. From there, the guest can easily use his mobile device to get more information on that attraction, and even secure tickets, all without leaving their hotel room.
The hospitality industry relies heavily on business travelers. These guests are the most likely to appreciate time-saving technology, as they move from place to place. They are often under a time crunch to begin with, and anything that speeds up the basics of their stay will be seen as a major positive. Any amenities that make their stays easier will result in return business and positive recommendations to their colleagues.
The self-service movement is established and is not going to go away any time soon. The convenience provided by apps and contactless kiosks are actively sought out by consumers and they will be disappointed not to find these amenities offered by a hotel. That, in turn, could easily lead to the guest choosing not to return or not recommending the hotel to friends or, worse, leaving bad reviews online. Updating an older hotel to accommodate the newest technologies can run into a serious expense, but it will ultimately be worth it. For any hotel wishing to continue to fill up its guest rooms, it is imperative that it embrace this new technology. A failure to do so will result in lost business and a reputation for being out of date.