Industry Update
External Article 7 December 2018

Eliminate Friction Points, Hospitality Experts Say

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Technology today has the power to eliminate several friction points that guests might face when they book and arrive for their hotel stays, experts at the HITEC Dubai 2018 exhibition and conference said.

Speaking in a session at the event, Olivier Harnisch, CEO of Emaar Hospitality Group, said that there were several technologies such as the Internet of Things (IoT), Virtual Reality (VR), and Artificial Intelligence (AI), that have the power to improve customer experiences in the hospitality industry. Operators, he explained, must learn when and how to adapt these technologies to their existing system.

"You need to look at moments that are considered to be friction points for your customers," he said. "One of the biggest friction points that always comes up is the waiting time during check in and check out. Today, you have the technology that allows you to check in the moment you set foot into the hotel, completely eliminating the need to even have a desk for this purpose. Another is the waiting time for the bill at a restaurant at a hotel; today you have the technology that allows you to tap on your smartphone, immediately pay for your meal and be on your way."

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