Every hotel needs to embrace technology to thrive, yet many barriers stand in the way of the transformative journey. Factors such as cost, integration, industry compliance and security all need to be addressed when adopting hospitality tech.
Below are some common questions to help give some insight into the concerns hoteliers face when deploying new technology.
How do you determine what areas of operation require technological assistance?
There are many reasons why hotel operations would need assistance in deploying technology.
The introduction of new business procedures or applications such as quality assurance or operational efficiencies could drive the need for technology upgrades; changes in compliance would also have a similar effect.
Legacy equipment could cause issues as support for existing networking infrastructure may no longer be available or it may be too expensive to maintain. If the hotel is part of a franchise or a management company, then the franchise management or management company may require that new hospitality tech is deployed across the business, adhering to the same standards.
Another area of significant importance is the issue of security. With cyber attacks and hacking on the rise, legacy equipment may be vulnerable, and it is imperative that guests’ personal data is safeguarded. Data breaches can cost hotels, both in terms of legal repercussions and damage to reputation.
Guests themselves are also a driving force behind technology as they demand the same standards they have at home. They expect to find a fast and hassle-free experience as well as the autonomy technology provides. And if they don’t find it, they will complain and may no longer visit the hotel brand.
What are the bottlenecks to success in adopting new technology?
One bottleneck to overcome could be the lack of budget for technology. Another is the integration of different systems such as the hotel’s PMS system. Integration problems are the main reason for delaying upgrades as they can prove to be costly and time-consuming.
It also costs time and money to train staff; in short it’s a major investment, and since there is still a significant staff shortage, hoteliers may deem it a pointless exercise. However, once staff are trained effectively, some of this technology can eliminate many mundane tasks, allowing them to focus on more important aspects of their role.
What are the keys to success once new hospitality tech has been adopted?
There are a number of quick wins once hospitality tech has been introduced. Recognized cost savings such as smart hotel rooms that regulate heating and air conditioning are a big benefit to hoteliers while self-service kiosks can free up the front desk and employ staff more efficiently. Adoption of technology provides advantages to both hotel staff and guests as it streamlines operations for staff and offers guests a more rewarding experience. Speedy integration of new technology into existing systems means these benefits are available from the start.
What is considered a “speedy” adoption process, and why?
As a hotel brand grows, there are generally more and more processes and procedures put in place prior to the implementation of any new technology. This can slow down the implementation. Hotels need to find a way to shorten the development and approval cycle of new technologies.
What challenges do hoteliers encounter applying tech to the people-centric hospitality industry?
Every guest and associate comes in with different levels of tech understanding. While some technology helps associates, it could unintentionally cause confusion or dissatisfaction to the guest. It’s balancing the need of the hotel and the wants of the guest to provide efficiency and helpfulness without causing more calls to the front desk. Some guests want more face-to-face interactions than others so again striking that balance is a challenge.
What are the benefits of cloud-based vs. hardware-based solutions?
Cloud-based solutions are more cost-effective as there is no maintenance or upgrading of physical structure needed. It also offers centralized management of all brand locations and automatic updates so it is easier to fix bugs and apply security patches.
One possible disadvantage of a cloud-based solution would be in the event that a staging and testing environment was not utilized (prior to the implementation of an upgrade), and all properties could be affected if the upgrade was not thoroughly tested.
In what ways are evolving guest/consumer demands driving tech adoption at hotels?
Over the past several years, the rate of change of technology has definitely increased, partly due to the quick adoption of the internet (and Wi-Fi enabled devices) by tech manufacturers and subsequently by consumers in their homes. Therefore, guests continue to expect the technology that is currently being utilized in their homes will be available at a hotel. However, due to cost constraints and time to deploy new technology, hotels have a difficult time keeping up with the guests’ demands for the deployment of new technologies.
What’s next in guest-centric tech at hotels, and how can hoteliers get in front of the curve to anticipate guest preferences?
Guest-centric tech is now available and the emphasis is on creating a personalized experience for guests, leading to an exceptional guest stay. Deploying IoT in guest rooms allows guests to control heating, lighting and shades from their mobile device or voice commands, for their personal comfort. This also enables hotels to better manage their expenses and operational efficiencies.
A secure and encrypted Wi-Fi ensures guests benefit from speedy and secure internet connectivity, allowing them to stay connected to family and friends or work in the comfort of their rooms. With many hotels now adopting Passpoint technology, a seamless and safe connection is now available, across the hotel’s environment. It also enables automatic Wi-Fi connectivity at any of the same brand’s locations around the world.
For hotels to meet these goals, the hotelier has to change the way that they currently design hotels from the beginning. Other than room design, hotels continue to use the same design principles that have been in place for years.
The way ahead is to work alongside a trusted technology partner who understands both the business and the challenges. A long-term partnership will ensure the best hospitality tech solutions and future-proof hotels by staying ahead of tech trends. While the adoption of technology requires careful consideration and planning, the benefits to hoteliers far outweigh the challenges.
Discover how Nomadix can make a difference; contact us to find out more.
Richard Wagner is director, certification and compliance, at Nomadix, an ASSA ABLOY company, a provider of patented internet gateways, wired and wireless infrastructure networks, in-roomTV casting, Passpoint, in-room voice assistants and cloud-based PBX phone service for hotels.