Digital Tranformation: Guests needs have changed

Digital transformation in hotels in 2022  

Covid-19 has marked a before and after around the world. This has affected different business sectors, especially the hotel industry.

 The hotel business model is known for focusing on providing exceptional human-interaction and being close to its guests.  

For this reason, more and more hotels have seen the need to implement their digital transformation in order to continue offering a close service.  

In today’s post we will tell you what are the digital transformation trends in hotels for 2022.  

 

Software’s specialized in Big Data 

Hotels usually collect a large volume of data with systems such as PMS or CRM, however, in order to collect this information in a more organized and efficient way, it is necessary to resort to Big Data.   

Big data is a concept used to describe a high volume of structured and unstructured information and data in a company’s day-to-day operations.  

Software’s specialized in Big Data are able to personalize the customer experience since obtaining this data provides them with valuable information like customer behavior.

This information gives great insight to optimize  guest experience and also for the company to make the best business decisions that will bring them more profit.  

All hotels have guest data, but not all are aware of how to use this information to generate more profit. 

This is where the importance of using specialized Big Data software stands out because it focuses on using the most relevant data to meet the needs of the guest and at the same time get more benefits.   

Our Virtual Concierge, is able to collect data from guests  and then visualize this information and make decisions according to their preferences to create opportunities of up-selling and cross-selling that are relevant according to their needs. 

 

Artificial Intelligence   

As we have mentioned in previous posts, Artificial Intelligence is a technology capable of interacting with human beings as if it were one of them.

Artificial intelligence is mostly used to automate processes to improve the productivity of all  hotel operations. It gathers information that is then used to recognize speech, translate languages, identify objects, learn specific behaviors, answer questions and make decisions.  

Artificial intelligence brings many benefits for hotels as it improves room service to customers, reduces waiting times, achieves greater customer satisfaction. It also helps to personalize and automate processes which leads to reduces operational costs for the hotel.  

 

Machine Learning  

This technology is a type of artificial intelligence, capable of learning  as humans do and allows predictions to be made by analyzing user behavior with the information identified thanks to Big Data.  

Machine learning can allow a specific department of the hotel or the hotel as a whole  to use the information obtained from the guests from the first contact that they have with the hotel until they are no longer in the hotel facilities, creating actions that improve their experience and the customer journey 

Machine learning can be a great tool for hotels because in addition to automating processes, it also serves as a source to obtain predictions to make smarter decisions for the good of the hotel and therefore, create models that are adapted to the information obtained from customers to streamline hotel operations.   

 Machine learning is a technology capable of covering any doubt or problem that the customer may have in the most specific way since it interprets in depth all the data obtained from each of the guests and thus generates actions that can achieve a high level of satisfaction. 

 

Business Intelligence    

It is the combination of the use of artificial intelligence and machine learning to translate all the information from Big Data into reliable and easy-to-manage information.  

In the hotel industry, many marketing, sales, customer service and other daily operations take place.    

As not all hotels are the same, there exists a need for a single platform that can help them carry out these operations simultaneously, and aligned with their business requirements.

This is where Business Intelligence is considered an important tool for hotels as it eliminates the use of unstructured information to carry out the hotel’s daily tasks.   

In addition, it helps you have a 360-degree view of your hotel because you can integrate different tasks from multiple departments within your hotel which also helps to improve the productivity of your hotel. 

Hotel management improves thanks to technology  

Digital transformation in the hotel sector will continue to increase during 2022 because it facilitates decision making, it increases revenue, allows you to have close contact with the guest and also streamlines all processes that were previously done manually.  

Guest behavior has changed  

Guests have also been changing their behavior because the pandemic has forced them to rely more on technology and also to be more concerned about their health and well-being.   

A hotel’s duty is to make the guest feel comfortable, and most people today are not 100% comfortable without their cell phone in their hand.   

This is where hotels need to seize this opportunity and take into account this change in order to create the best experience for their guests in the digital environment.

The challenge and concern for most hotels  is that when applying this digital change, the personal treatment and closeness to the guest can be abandoned.   

However, digital transformation is not intended to replace human contact or minimize interactions with guests because when applied in the right way it can enhance and optimize the service.  

  

If you want to know more about how you can digitize the processes within your hotel, contact us so we can advise you!