And there lies perhaps the biggest danger when you’re considering a move toward installing tableside technology in a restaurant: losing these less obvious, but emotionally crucial, parts of the waiter role.
Another danger is that the implementation will be off-brand and off-putting. There is a 4-ish star steakhouse with locations in several U.S. cities (think: "Morton’s but regional") whose black-clad, iPad-based menu opens on Page One with cheesy Comic Sans electronic discount coupons and two-for-one offers. Maybe this doesn’t put you off your feed, but it did me, and I doubt that I’m alone. Which means that all the effort the restaurant had put into properly costuming the waiters, gussying up the dining room, sending its sommelier on vineyard junkets, teaching the waiters how crumb down the white tablecloths (and buying all those silver table crumbers) went down the drain with that one, ridiculously off-brand, choice. Folks: Just because you can do it, doesn’t mean you should do it; before you deploy any tableside technology, make sure that every single part of the deployment fits your brand, or at least fits your brand as you want it to be perceived in the future.
The article discusses the aspects where technology is applied in the hotels. First, it is argued that although the hotel industry is considered to be among the slow adopters of technology, still the hoteliers are monitoring the innovations that can increase their efficiency. With the millennials constituting more than a half of all travelers by 2025 the industry should be ready to accommodate their needs for effective service with the help of technology. Bookings are made not only through traditional websites or OTAs but also via Twitter or Facebook. Online check-in process on a mobile device allows the guests select the exact room they want and open the door with the keyless access without stopping at the reception. The hotel rooms design is also changing to provide high connectivity opportunities. Traditional phones are substituted by tablets enabling guests to control the room features and connect with the hotel staff if needed. Internet of Things (IoT) is also considered as a way to improve the guests' experience and hotels efficiency. Finally, every guest now may have a great impact on the hotels' reputation through the social media. I believe that the article highlights the spheres where technology is applicable in the hotel industry and emphasizes the technological issues that should not be overseen by the hotels in order to remain competitive.
