Disruptors in the hotel industry | Colliers - 2 views
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Underpinning this is an intermeshing of technology development, shifts in demographics, and globalisation which has also brought about rapid urbanisation
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Although disruptions are commonly perceived by incumbent players as threats to their businesses, disruptors could also be sources of significant opportunities for incumbent players to create newer and better services as well as experiences for their guests, hence entrenching themselves even more within the industry.
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consumers’ increasing desire for personalised experiences is expected to continue for years to come.
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use of biometric technology such as the facial recognition technology to speed up guests’ check‐in time and thereby improve the customer experience, make processes more efficient and enhance security.
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By eliminating the process of performing manual checks on travel documents, the amount of check‐in time is expected to be reduced by up to 70%.
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its use in luxury hotels, where the personal touch matters, may well have to be adapted to ensure it is seamless and less impersonal.
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use of hotel robots may yield operational and cost efficiencies to hotels, it is however critical that a balanced approach is adopted by hoteliers to ensure that automation does not supplant quality service hence alienating hotel guests as a consequence
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Voice assistants ‐ such as Amazon Alexa, Siri and Google Assistant – are one of the fastest growing technological fields today, becoming commonplace as a feature of the internet of things
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According to Hospitality Technology’s 2019 Lodging Technology Study, nearly eight in 10 respondents named voice‐enabled technology as the top choice when asked to identify technology that has the most potential in the near‐future, and 62% of the respondents listed voice technology as a transformative technology that makes an impact.
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Separately, hotels could potentially streamline operations processes and thereby improve operational efficiency and achieve cost‐savings through automating some of the daily hotel operations via the voice assistant.
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The use of robots within the hotel industry is a form of automation that is becoming more prevalent as hotel chains and individual hotels have become increasingly cognizant that the concept of automation and self‐service is playing an increasingly vital role in the customer experience
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pop‐up hotels have the agility of providing on‐demand accommodation in locations that traditional hotels could not and/or travelers would not necessarily have access or ease of access to alongside customisable accommodation settings, thereby delivering an entire bespoke guest experience.
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New technologies, online platforms and markets are seen manifesting in new initiatives of all sorts ranging from metasearch engines evolving into one‐stop reservation options, chatbots, and robots providing butler services to alternative accommodation options.
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In Asia, Singapore had its first shipping container hotel in operation in January 2020. Targeting millennials as its primary consumers who are more adventurous and looking for an experience
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Key players of the pop‐up space are predominantly boutique groups although major brands such as Marriot and Accor have started to experiment with pop‐ups
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it is imperative that hotels recognise and make it a top priority to address these privacy concerns and adhere to the applicable regulations concurrent to ensuring the quality of the stored data and system
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Check‐in and check‐out services; provision of tourist information; butler service to deliver amenities such as towels; transport luggage; and meal deliveries.
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This article discusses some of the technological disruptors in the hospitality industry and provides a couple examples specific to hotels. Some of these examples include pop-up hotels, facial recognition, and robots. The article provides a couple reasons why each of these innovative technologies could be beneficial or negative for hotels. Overall, the article provides some good insight into the future of technology in hotels.
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This article covered various disruptors in the hotel industry from the check in process down to automation & self service for guests. Implementing facial recognition to speed up check ins for guest, using voice assistants to substitute daily hotel operations, & using robots for automation are all things that can become more prevalant amongst the hotel industry as it may seem more cost efficient.
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Every year, technological advances are made in each industry, including the hospitality industry. These advances are often seen as threats according to this article, however, they might also pose as great opportunities for the industry and its stakeholders. The article highlights some of the major disruptors in the hospitality industry. Trends such as facial recognition and robots were among those mentioned. I found that both of These trends have negative and positive aspects to them. Facial recognition would reduce the time spent checking in significantly, however guests would still be concerned with the storage of their personal data. Additionally in regards to robots, they aid in operational efficiency in check in and check out services also but they could possibly omit the human touch factor of certain roles that guests appreciate.