Doug Bastin - Partner, Grant Thornton LLP
The hotel industry is going through a period of unprecedented, irreversible change and will look very different in the coming years. The industry is increasingly consumer-led, and guests are calling the shots. Digital technologies are shifting the balance of power towards the consumer, and hotels that move too slowly will simply not be ready for the era of digital, data-centric business.
Hotel companies that deliver effective mobile-centric personalization will become the brands of choice. Mobile personalization will become the heart of the hotel experience.
Digitally enabled guests expect hotels to give them ever more personalized services, from booking experiences to in-room preferences around lighting, temperature and refreshments. Hotels will have to use mobile devices to engage with their customers and provide apps to personalize the guest experience.
While many hotels focus on developing their websites, guests by the year 2020 will expect the ability to search, price-compare, book, check in, select their room, open their door, control in-room preferences and completely tailor their travel experience using digital and mobile technology.
Global chains are already offering concierge-type apps that provide insights, dinner reservations, local city guides, special offers and information about cool places to see. They’re also leading the way with apps that break cultural and language barriers.
Hotels must act now to differentiate themselves and capitalize on mass personalization to surprise and delight guests.
Kari Koskela - General manager, Shangri-La Hotel
Last October we announced the integration of virtual reality (VR) experiences into worldwide hotel sales efforts. The Samsung Gear VR headsets enable travel advisers, meeting planners and potential corporate clients to virtually experience Shangri-La hotels and destinations around the world.
Travel experts play a critical role in the traveller’s decision-making process. VR introduces promotional and educational opportunities at trade shows, industry events and sales meetings, providing the ability to instantly “transport” advisers to places such as the rooftop of Jokhang Temple in Lhasa or the Grand Ballroom in Hong Kong’s Kowloon Shangri-La. Travel advisers will also be able to share the 360-degree videos with their customers via a direct website link.
But perhaps the best thing to offer guests in a time of digitalization is a disconnect from the online world. At Shangri-La Hotel Vancouver we encourage guests to explore the beauty and wilderness of British Columbia.
The mountains, ocean and forests are hallmarks of Vancouver, attracting travellers from around the world, and hotels’ packages are especially beneficial. Be sure to showcase a side of the West Coast that is not commonly seen by visitors. Seeing the pristine coastline and waters from above, for example, will give visitors a different perspective of our beautiful city. Our goal and hope is that guests will leave with a new-found appreciation of the natural beauty we have here in British Columbia, while still being able to have a taste of our burgeoning tech sector.
Wendy Patriquin - Sales and marketing director, Trump International Hotel & Tower Vancouver
There are endless opportunities for the hotel industry to take advantage of today’s digital world. The most important question to ask when implementing any new technologies or digital systems into your hotel operations is “How will this enhance the experience of my guests?”
Here are some ways in which your hotel can take advantage of the digital world:
• Create first-class, elevated guest experiences through state-of-the-art technology. At the Trump hotel in Vancouver, all luxury guest suites and meeting rooms will be equipped with Crestron technology allowing guests full control over lighting, blinds, shades, temperatures and music, on an easy-to-use touchpad. Using state-of-the-art technologies allows guests to personalize every aspect of their stay and control their environment.
• Make sure your guests always feel connected and at home. In our technology-driven world, the most important room amenity is complimentary Wi-Fi. In addition, make sure your guests feel at home by offering customizable television channels that allow them to watch shows in their preferred language.
• Harness the power of the digital world by staying connected and engaged with your guests. In order to ensure first-class guest experiences, it is important to engage with your customers in the digital realm, including social media. Not only focus your digital marketing efforts on “selling” your hotel, but also engage with your customers and listen to their feedback.
