HT-NEXTInsights From SevenRooms
How can hotels best leverage technology right now to meet the challenges of the pandemic and economic downturn?
By incorporating technology into their guest management and communications, operators can remain confident that they’re taking the necessary precautions to protect every guest that checks in. But in order to provide the most value to hotel operators in a challenging economy, these platforms must capture guest data directly.
Not only can this data be instrumental in helping combat the spread of COVID-19 through contact tracing, but it also provides an opportunity to maximize revenue by building deeper relationships with guests. When operators can clearly communicate their policies, precautions and offerings, guests know exactly what to expect. With guest preferences in mind, hotels can personalize their service to each guest’s needs. A more cautious guest could be greeted with extra toiletries and a tailored room service menu, ensuring as little contact as possible – while a guest comfortable with dining at the hotel restaurant could be offered a dessert on the house.
How should hoteliers start thinking beyond the pandemic as they chart their tech roadmaps for the coming years?
Even once the pandemic is behind us, the changes it brought about will continue to shape the future of hotel visits for both guests and operators. While COVID-19 accelerated the need for technology -- from digital reservations and waitlists to contactless order and pay and online ordering -- the operational efficiencies and convenience for guests mean they will stick around for the long term. Most importantly, the data collected through these technology platforms will enable operators to create more personalized experiences, inspiring loyalty and increasing revenue.
For example, if a guest visited the hotel’s restaurant, the hotel can send them an offer for a free cocktail during their next stay, or market to them on offerings they may enjoy, especially if they’re based locally. Even tools used to promote distancing in the short term will prove useful as we look to the future. Solutions like virtual waitlists and reservations can make it easier for guests to book their spot at the hotel gym in advance, or even book a lounge chair by the pool.