2019 and Lodging Technology: Is There a One-Size-Fits-All Approach?
February 1, 2019 2:47pm
By Matt Peterson
Turning the page on another calendar year is always fun and reflective. As we look to 2019, there are some interesting trends and new technologies that should continue to impact the lodging industry. Following is a look into two specific groups, employee and customer experiences, and how we should continue to embrace technology so it can positively affect the bottom line.
With higher costs and questionable growth over the next few years, employee costs and retention will continue to be a hot topic. It goes without saying that a “happy” or “satisfied” employee is more likely to stay with their employer, but how do we make sure that they are as content as we might think? Investing and embracing technology when it comes to systems and processes is one way to ease the workflow and create a better work environment. Easier said than done, yes, but something that any employer, big or small, can consider. This doesn’t need to be an entire systems overhaul. It can be as simple as integrated systems onto tablets or mobile devices, or embracing mobile devices and allowing employees to communicate internally via chat or instant messaging. This can be especially useful for interaction between departments and when there is a guest who is expecting an immediate response. Of course, this is not a one-size-fits-all idea or solution. Using employee satisfaction surveys and asking first-hand how we can improve our employees’ workday is still the best and easiest way to see higher employee morale and a greater return on your investment.
In line with employee satisfaction is guest satisfaction. This is not a new theory and we have been hearing it for years. However, in addition to embracing technology to increase employee satisfaction, we will continue to see greater demands and expectations from the guest in terms of technology and interaction. From mobile booking and property and/or brand-specific apps to in-room dining, concierge and dinner/spa reservations, connecting with the guest has never been more important. The guest continues to become savvier when looking at pricing, packages and deals. Having a social media team, internal or external, to engage, interact and react with guests has never been more important. It is no longer important to just react to a TripAdvisor review or a tweet. Connecting with your guest over the life cycle of their trip will lead to higher conversion numbers, a greater spend per guest while on-property and more re-bookings and return guests.
If a dedicated app or social media team is too costly, consider creating a concierge text message line so guests can still interact via their smart phones. Then, tie your sales team’s bonus to online engagement. In a day and age in which smart phones are only getting smarter, this should be a no-brainer.
The underlying technology can vary, and this is not a one-size-fits-all solution. What may work for a large portfolio company might not make sense for an independent asset and vice versa. However, with “big data” and cloud technology, we are living in a more complex world in which more information is accessible and, if properly tracked and coded, can be mined to maximize employee and guest satisfaction. Of course, those scores should lead to higher occupancy, greater flow-through and increased profits.
Tags: matt peterson,
aethos consulting group,
Matt Peterson has been active in executive search since early 2005. Prior to joining his father at Greger/Peterson Associates in 2007, he served as a Director of Recruitment for Rydek Professional Staffing in Los Angeles. In this capacity, he filled pharmaceutical and IT positions, and was responsible for both developing new clients and filling their needs on a national level. Matt began his recruiting career as a research analyst for the Cates Consulting Group, also in Los Angeles. He holds a Bachelor of Arts degree in Business and Economics from the University of California, Santa Barbara and a Masters Certificate in Hospitality Management from Cornell University. More recently, Matt has furthered his education at the University of California, Los Angeles studying personal and corporate tax.
He is actively involved in the Alumni Board of Loyola High School, sits on the Board of United Cerebral Palsy’s Los Angeles Chapter and is a Member of the Board of Trustees for Children’s Bureau.
Contact: Matt Peterson
Compensation for US CEOs in Lodging: Fair Pay Is a Real Issue
ALICE Sweeps the 2019 HotelTechAwards
The Evolution Of Private Clubs
Gaming CEO Pay in a Year of Reckoning
Hapi Makes HTNG's "Hack the Night" Hackathon Even "Hapi-er" With Presentation of Special Sponsorship Prize
How Is Your Digital Space?
Who Will Benefit From the Digitization of the Hotel Industry?
Beekeeper Vying to Be Named Hospitality’s Hottest Technology at ALIS 2019
Your Top 10 Digital Marketing New Year's Resolutions for 2019
Beekeeper Continues to Dominate in the Hotel Technology Arena; Named ‘Top Operational Product’ for Employee Engagement by HotelTechReport
Online Ripple Effects: How Digital Tech Changes Guests' Offline/On-Property Expectations
2019 Insights for Human Capital in Hospitality: Challenges in Finding Labor and Artificial Intelligence Among Trends in the US
Hotel Technology Pioneer Brad More Joins Hapi as Chief Architect
Hotelogix Helps Utah-Based Hat Rock Inn Boost Revenue by 20%
Why Experiential Packages Should Be Your Hotel’s Top Priority in 2019
Audiovisual Experiences Help Leading Hotels Connect With Today's Tech-Savvy Guests
Intelity Is Now Live at The St. Regis Atlanta
Award-Winning Perry Hotel Always Has ALICE at Their Fingertips
The “Robin Hood of Algorithms”: Why LinkedIn's New Feed Could Be a Game Changer for Hotel and Travel Technology Brands
Sabre Signs Technology Agreement with ALICE to Offer Rich Suite of Additional On-Site Hotel Operations Capabilities to its Sabre Hospitality Solutions
Please login or register to post a comment.