Our modern age is defined by our technology and how it's become a
part of our day-to-day lives, yet when traveling hotels have struggled
to keep up.
Everyone from business travelers to the common vacationer has their
life somehow linked to digital technology with iPods, smart phones,
tablets, and laptops. Hotels, amazingly, are slow to offer a way for
guests to plug-in and integrate with the hotel. Even something as simple
as internet access is difficult to get without being charged a princely
sum. Amazing because internet access is something that is freely
available at coffee shops like Starbucks or even McDonald's now offers
free internet access at many of their locations.
However, some hotels are beginning to change by providing more ways
for guests to plug-in. There may be a day very soon were guests could
have a complete stay from making a reservation to ordering room service
to receiving their checkout receipt without speaking to a single real
person. They can achieve this completely by digital means.
There are a couple of reasons for this change of attitude among
hotels. One reason is that a hotel or a hotel chain can really stand out
in the market by offering new and appealing technologies to their
guests. A second reason is that early adopters of technology are an
appealing demographic for hotels, not only because of their economic
affluence but also their propensity to tell others practically
immediately about their stay. A hotel with a significant technological
component for the geek-set would be reason enough for them to brag
across all social media platforms about their hotel stay.
Social media is a great equalizer that both the large chain hotels
and the small independently owned bed and breakfast can use. Consider
how a guest can put up their own pictures from their smart phones onto
Pinterest bragging about their stay. Or another guest tweeting in
real-time how they are on Twitter using the hotel room's multiple
monitors. Immediate word-of-mouth.
An Example at Check-in
Taking concierge service into the digital age a pair of boutique
hotels in New York are greeting guests at the door with an iPad carrying
greeter. Using the iPad the hotel greeter is able to check-in guests
and create room keys either in the lobby or in transit to the room. Not
only does this service enable a more friendly and relaxed check-in, it
also introduces the guests to the person who will be acting as their
concierge for their stay. The greeter/concierge is easily made available
by texting.
One hotel in Hong Kong is doing away with people altogether. Check-in
actually starts when they are picked up at the airport. The shuttle
vehicle is equipped with internet access where people can both check-in
and checkout without paper and without people.
While these are just a few remote examples, they are a snapshot of the future of the hotel stay.
An Example of a Room Key
One Las Vegas hotel is differentiating itself by providing keys that
operate by using a sensor. While this is not new technology, as people
have been "badging-in" at work for years now. The use of sensor keys as
an access control to a person's hotel room is a new use of this
technology. However, this being Las Vegas, the hotel does do some unique
one-upmanship with it. As a person enters a room for the first time
using the key, the room will turn on the lights, open the curtains, and
turn on the television automatically. The television turns onto a list
of controls that the guest can personalize for their stay. Also, the
hotel not only offers but brags about its free internet access (or at
least included in their room rate) which can be up to eight times faster
than the other Vegas hotels.
An Example of Entertainment in the Room
An upscale chain hotel in Seoul is providing a way for guests to plug
in their equipment to the hotel room's audio and video systems at a
single location. Then their video or music files can be controlled
through the room's large screen televisions. Even one's laptop can be
plugged into the system. This provides the ultimate of personalized
entertainment, entertainment that the guest brought with them.
A London hotel provides charging stations in the room's walls, but
its true differentiator is that it gives guest an iPod 2 to use in the
room. Also, the rooms come with 3D Blu-ray systems for the large screen
3D television. Of course, 3D specs are provided in the room for the
television. Continuing that theme, the hotel also has a 103 inch 3D
screen in the hotel bar with specs available there too.
An Example of Things to Do
A hotel in Tokyo realizes that people come to stay in hotels but want
activity outside it. Actually, hotels have known this for some time
because ever hotel tries to tout its proximity to popular local
attractions. So, in the digital age this Tokyo hotel provides walking
tours of the surrounding neighborhoods via iPod. It even provides an
iPod tour of the hotel's 1000 piece art collection. Should someone not
have an iPod, then they can get one provided by the hotel.
An Example of Reservations
One major US-based hotel chain is growing its app presence in the
smart phone market, like those for the iPhone or Android phones. Their
smart phone app lets people check for the closest hotels, availability,
and the rates for those available rooms. This helps them gain more
regular customers who will use the app for last minute reservations.
Last minute reservations are actually growing as people are learning
they can check for hotel availability from their digital devices (and
often score the best rates for a last minute reservation). The app also
helps those last minute users loyal to the chain.
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