Last year I participated in the research and illustration of the last 100 years of hotel technology in our series "The History of Hotel & Travel Technology" (read article). In many cases, we've seen hotel distribution and technology change during or after a global crisis. But is this a trend that will continue? And what could be the innovation from these crises?

Up until the early 2000s, managing the guest experience was still a very human to human experience, yet today the experience happens primarily through technology. Human interactions still hold value, but with the incredible growth of the internet, smartphones and an always-on lifestyle, people are no longer willing to wait very long for their desired outcome.

Hotels have so many touchpoints where customers interact with the property and staff, and this is what has set a hotel experience apart from a retail experience, hoteliers recognise this. They excel at delivering guest service. Yet more so than ever in today's climate, we need technology to facilitate many expectations that guests are not only used to but also expect. Today's hotel guests expect a quality experience from before, during and after their stay.

We all agree that people will want to travel again as soon as possible for holidays and business trips. Until travel resembles anything to pre-covid times we have a chance for innovation.

Looking beyond the obvious needs to support health concerns, 'contactless technology', how should we prioritize the data and innovate from what is available - what innovation will/should come from the current crisis?

Adding digital interaction guests should continue to come more and more to the forefront for hotels, as that is what guests want. Guest, like any other human being, like to be in control. With their phone, they can. A simple innovation is converting the offerings of an early arrival and late departures from often complimentary last-minute front desk discussions to pre-arrival digital offerings. Guest love it, and the hotel has immediate easy ROI revenue. 

While offering early arrival and late departure as an up-sell item is easy, if not managed, they can become an operational hazard. Hotel up-sell software applications should ensure they have algorithms that guarantee fulfillment and front desk automation around room product up-sells, especially for early arrival and late departure. When they do, they can become great tools to increase ADR and guest satisfaction.

View all 19 views in this viewpoint