Hospitality in the Digital Age, what do Guests Expect
Internet information overload, hoteliers must clearly position themselves.
Internet information overload, hoteliers must clearly position themselves.
We certainly live in the digital age. Computer, internet and social media, smartphones and tablets have changed our whole life.
The digitally amount of information has reached a gigantic proportion. The Internet, social media and the mobile computers (laptops, tablets and smartphones) have new ways of communication and exchange enabled. What do the guests expect in the future of a hotel.
The Internet – The most important showcase for the the hotel industry “Every journey begins with the first step” (Lao Tzu). Facebook, Instagram, Twitter, price comparison sites and hotel rating platforms are changing radically the hospitality industry: 56 percent of the guests look hotel photos and reviews online before they book (TNS Emnid). This makes the web a showcase and the basis for many travel decisions.
Internet information overload is a daily syndrome, which ultimately can lead to more questions than answers leads. Therefore social networks always take over
more the function of opinion forming. The decision which hotel to book, where to go swimming or skiing or where to go next summer is increasingly being influenced by the internet. On the other side, opinions from friends often counts more than any advice of travel agencies or agents.
Digital Resonance needs relevance In dealing with the new media, information gathering, especially of younger generations, is also changing. They do not search for “news” but assume that they will be delivered to them. According to the motto: “If something is really important to me, then the message finds me. And if I’m really interested then I can research in depth. And make me my own picture.”
In other words, hoteliers must clearly position themselves in the real digital world in the future and also meet their customers online. You do not have to be represented on all social platforms, but you should understand this new networking, take it seriously and have your own answers. For ignoring the big swarm that controls the opinions in the network, would be fatal. Conversely, anyone who learns to draw conclusions from this babbling on the web can learn a great deal about their own company and its future potential.
Here is a central principle: Digital Resonance needs real relevance! The most important prerequisite for this is an open and creative use of technology. For example, it does not help to install a Facebook page that attempts to fire only messages without taking the answers seriously. Because people are more likely to report on hotels with which they have had bad experiences. This means that if you try to make things more beautiful, the response of the consumers follows on the heels.
High Tech Can not replace the high touch. However, it will be essential for hotels that the real experience on site is really sustainable. And whether this is the case, hoteliers can increasingly learn from social media. Anyone who considers a listing as unfair or fair as a hotelier or hotel manager, for example on TripAdvisor, can comment. Often it may be misunderstandings that have led to dissatisfaction and can be eradicated afterwards. Doing so on the official path is transparent and can lead to a positive opinion of the observer of the scene.
Technologies are also used to simplify work and increase efficiency has long been common in the tourism industry. But with the latest technologies not only the workflow in the hotel can be optimized. They can also make the journey (all) day much easier for the guests. And that starts at the check-in. For example, in the Hyatt Group’s Andaz hotels, tired travelers will not expect a long queue at the reception desk or complicated check-in machines, but a hotel employee with a tablet PC. You can check in during the deserved glass of wine in the cozy lounge or, if you want to go to bed in a hurry, also on the way there. In any case, not only with high tech, but with high touch – personal, efficient and personable.
The digital tour guides through the urban jungle. Even the little helpers on the supported search for the right information are an integral part of everyday life for travelers. The boom of smartphone apps is unbroken. In 2017, Apple and Android Apps combined reached 197 billion downloads (Statista)
Under the rising number of app offerings are to be found more and more apps of hotels and travel providers. On an intuitive user interface, they often provide not only information about the hotels, but also current news and activities and seamlessly embedded videos and travel guides.
Innovative hotels offer their guests today also entertainment media, over the usual, often difficult to use and mostly overpriced Pay TV solutions go out. Payment solutions come especially in the younger generation not good at: you have to go for the wifi internet pay, it was the last time you visited this hotel Has. The friendliest explanations of service employees rarely continue.
Hospitality in the Digital Age, what do Guests Expect – Conclusion
Internet and digital applications open a new era in which we do more strive for the experience, but increasingly the digital oriented people become aware of the environment. We live a real-digital life that opens new connections and on many levels entertainment offers us with people merging in new ways and facilitating life through automation. In times of rapid technology and media development will also be customer needs redefined. About profiles, blogs, chats and social media give users a lot about themselves and theirs wish price. These findings can serve customer loyalty and therefore need to be targeted. One way to accomplish this can be in online marketing through the use of specific portals
Ecole hôtelière de Lausanne.
Key statistics showing how much of a role digital plays in both the lives of travelers and the companies that service them.
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