Room for Innovation - Hotel Technology | By Hanna Falko and Florian Kriechbaume - Hospi... - 0 views
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The world is changing rapidly, hence any type of business needs to adapt to evolving market dynamics.
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According to a study conducted by Cornell Centre for Hospitality Research in 2014, it is estimated that the Millennial generation will represent 50% of all travelers by 2025.
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Some brands, such as Loews Hotels, go as far as introducing an option of making a room reservation using a hash-tag on Twitter. Hilton's HHonors app, on the other hand, allows its loyalty program members to select the exact room location and configuration
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As more online traffic to the hotels' websites is now driven through mobile devices rather than computers, hotel operators continue to innovate their reservation systems and checkin procedures
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As such, hoteliers have introduced a mobile check-in option, which enables guests to use their mobile devices as a key, through mobile applications and Bluetooth.
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Going far beyond just a clean and comfortable bed, guests now want the room layout to be user-friendly and accessible for multiple digital devices.
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A number of hotel companies have already recognised the benefits IoT can bring to their hotels and are now piloting initiatives around the Internet of Things as an opportunity to improve guest service, efficiency and revenue.
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Public perception of a hotel is largely formed through the digital channels, especially now that social media platforms are perking up in popularity.
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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.