Executive Insight Q&A: The Need for Digital Transformation

Why connectivity? Why now?

There are three crucial developments that are contributing to the immediate need for digital transformation. The first is the evolution of wireless technology. Over the last five years, we’ve solidified what constitutes as a good wireless network, and we’ve recognized the importance of utilizing the cloud to advance wireless technology. In addition to utilizing the cloud, we want to emphasize the importance of network ownership and control for hotels. Without data ownership, hotels are forfeiting important guest information to their network providers, missing important data that can aid in improving the guest experience. Finally, we want to emphasize the likelihood that existing data systems are going to be outdated soon, especially with the influx of next-generation wireless products like 5G, 6G, etc. Property owners need to advance their solutions to connect their residents reliably and deliver to accommodate the growing demand.

What are the benefits of advancing technology in a property?

The benefits are twofold. We all understand the importance of data collection to improve the guest experience. If you know your guest typically likes their room at a balmy 80 degrees, it is advantageous to set their room at that temperature to prepare for their arrival. In our industry, we universally recognize the importance of thoughtful personalization based on guest habits. Most hotels, however, are missing critical data because they’ve given control of their network to third-party providers. Instead of implementing a DAS system with out-of-industry carriers, we recommend hotels utilize their own digital infrastructure and connectivity capacities to control their guest data and therefore utilize it in a way that benefits the guest experience. For example, if a guest uses your property’s Wi-Fi to look up popular places to grab a drink, wouldn’t it be helpful to provide your own bar beverage list and possible specials? We think that’s the next step in hotel customer service advancement: In-house data collection and control. In general, knowing your customer is the key to success in any business. If you can leverage a tool like digital infrastructure and a converged digital network, you can get to know your customer better than you can imagine. By applying business analytics, you ensure you know what’s going on with both the people in your building, the citizens, and the processes as well.

What can hotels do to stay on track with digital transformation? Any tips?

The key to digital transformation is meaningful partnerships. At World Cinema, we’ve been in the hospitality business for almost 50 years, so we understand what it takes for a property to effectively service its guests. We have the additional advantage of working in the technology-sphere, so we can provide advanced solutions for hotels looking to increase revenue and guest satisfaction. We also believe in cooperation, meaning property success is influenced by many factors and relationships, so we work with property owners to find the perfect providers to advance their technology. “We believe it is just as important for a property owner to own their facilities and take the most advantage of their customers who exist in those properties/communities, as it is to own the data network and the data that comes from that network,” said Robert Grosz, EVP and Chief Commercial Officer of WCI. If you own that network, there is responsibility, but that is why you look for providers and partners like us to help you manage and run that network. This allows you to have ultimate optionality, complete control and you can take that data that comes from the network and apply business analytics to create better outcomes, business decisions, etc.

How can a managed Wi-Fi solution support the guest experience and operational efficiencies?

In today’s climate, and with the labor shortage we’re experiencing, we find it is increasingly important for hotels to focus their attention on their proficiencies: Doing whatever it takes to provide the best possible guest experience. Today, however, there is an extra caveat to the guest experience: Connectivity. We see connectivity as the ticket to the game. Working with a managed Wi-Fi provider means your staff can focus on their specialties by outsourcing the connectivity component of the property to those who know it best and have the time to manage it from all angles. That’s the benefit of working with a service provider like World Cinema; we control the technological aspect of the customer experience so hotels can focus on their proficiencies. Providing Wi-Fi to hotels and apartment communities with a dynamic ever-changing product is an important responsibility.  We have chosen not to invent new technologies related to Wi-Fi networking, but to create and maintain meaningful relationships with those technology companies who do invent and innovate. It is important to create a meaningful partnership to ensure your company is utilizing your strengths.

What should a hotel’s multi-year connectivity roadmap look like?

We’ve already seen the importance of connectivity for today’s guests, and that’s only going to increase as we continue advancing in this technology-driven climate. The first step in the multi-year connectivity roadmap is digital transformation. It is possible to do this independently without partnering with a technology advisor; however, the process will take significantly more time and be substantially more challenging to manage. Hotels without a future-proof connectivity solution will suffer going forward, and it’s going to be a point of contention for guests. To start this journey, analyze your current connectivity situation and determine how capable your systems are and how up to date your processes can be. Then look at what you want to accomplish in the next few years. Talk through your current contracts and benchmark yourselves and your team against other proficient properties. What do they have that you don’t?

Our research suggests that hotel guests value clear communication more than ever. How can the right technology support that component of the guest journey?

Communication and connectivity go hand in hand. Guests want to control their experience and have timely information to enjoy their experience. To provide the best possible customer service, you’re going to need to stay in constant contact with your guests. There is, of course, a balance to this relationship, and the key to properly connecting is knowing your guests. Why are they staying at your property? What are their likes? What are their dislikes? Improving your understanding of the guest journey involves research and data consolidation. Controlling guest data allows you to respond proactively, knowing them well enough to predict how they like to travel. The right technology enables a service-centered partnership and concise communication. Four Winds Interactive (FWI), a WCI partner, focuses on creating personalized and customized visual experiences at the property and brand level. “Even prior to the pandemic, the hospitality space was shifting to provide guests with more opportunities to self-serve, create customized experiences, and learn about on-site amenities. By leveraging technology to improve visibility and communication, our partners have seen a significant improvement in guest experience and satisfaction scores. This translates directly to increased revenue across a property’s offerings, along with adding to the lifetime value of a customer,” said David Levin, CEO of FWI.

Can you speak to the benefits of in-room entertainment, and the connectivity necessary to support it?

In-room entertainment has expanded beyond simply the hotel television set. The guest journey is comprised of every moment within their stay, including how they relax and unwind. Providing live TV and premium channels is a great amenity for guests, but today, connectivity has evolved to an essential component of a guest’s experience. We live in a united society and have come accustomed to constant connection and endless entertainment. The hotel guest expects to have as many (if not more) amenities than they have at home, and this includes their network connection.