Hotels must integrate online and offline experiences to stay relevant and deliver a complete customer experience, says Karl Escritt, CEO of Like Digital & Partners.
A memorable hotel stay often hinges on personalized touches, such as a bartender recalling your favourite drink or a thoughtful gift from housekeeping. Great hospitality is all about creating unique experiences, where the human touch can make a big difference.
Today’s travellers also seek seamless experiences, which means embracing technology is crucial. Contactless services, speedy check-in and check-out, and personalized recommendations are increasingly in demand. Hotels that haven’t adopted mobile technology throughout the guest journey might find themselves falling behind.
Here are some of the key pillars hotels need to prioritize in the digital shift:
Understanding guest preferences: Understanding guests’ needs and wants is paramount to customer satisfaction. With today’s wealth of data, it’s easier than ever to gain deep insights into customer preferences. Imagine a smart mattress that adjusts to your ideal temperature or a showerhead with customizable water pressure. Combined with attentive staff, this level of personalization enhances guest experiences and fosters stronger connections.
Streamlining operations with automation: Chatbots now automate time-consuming tasks like answering website inquiries while revenue management software optimizes pricing, inventory, and upselling with personalized offers. Palazzo Versace Dubai led the industry in 2023 and embraced automation by launching the first AI-powered chatbot, improving response times and guest support. The hotel also partnered with Binance to offer cryptocurrency payment options.
Eco-conscious hospitality: Sustainability is a growing concern for hotels, and digital innovation is a key driver of progress. Rove Hotels and Conrad Dubai are just two examples of properties using AI-powered smart scales or inventory management systems to tackle food waste, a significant contributor to the hospitality industry’s environmental impact. Digital signage, menus, and mobile keys further reduce paper and plastic usage within hotel operations. By embracing these technologies, hotels can demonstrate their commitment to a greener future.
The rise of virtual and augmented reality: Dubai Tourism pioneered the use of technology to sustain travel interest during the COVID-19 pandemic. Partnering with Snapchat, they created an AR lens showcasing iconic landmarks like the Burj Khalifa and Burj Al Arab. Today, travellers seek familiar experiences before arrival, which virtual and augmented reality (VR and AR) now offer. Hotels like W Dubai – The Palm and Burj Al Arab Jumeirah enhance guest experiences with AR, bringing art to life. Additionally, Atlantis The Royal also leveraged AR through a partnership with Louis Vuitton, creating interactive storytelling elements.
Wellness - beyond the spa: Modern hotel spas are leveraging technology to personalize wellness. Techniques like genetic testing and nutrigenomic analysis to recommend tailored treatments. SIRO One Za’abeel exemplifies this trend, blending biohacking with holistic wellness. Their app-controlled smart curtains optimize sleep by aligning with circadian rhythms.