www.calodging.com November + December 2024 15 TECHNOLOGY relationships with guests and making the stay memorable rather than mechanized. To counter this distance, hotels are finding ways to integrate technology that cultivates personal interactions. One important way properties can do that is by taking advantage of one of the hidden aspects of all this technology. Using data analytics, hotels not only can get a better macro view of their operations but also drill down to the individual guest to truly understand their preferences and needs. Using this knowledge during a guest’s stay— for example, the amenities they use and when they use them—enables hotels to tailor their services to each guest and even anticipate what they want. For returning guests, an analysis of previous stays can arm the hotel to make personalized recommendations, such as favorite room types, or for concierge to recommend dining options or local attractions that would appeal to them. Another strategy for leveraging tech for the benefit of the guest experience is by using it to ask for feedback. Hotels can increasingly use tech to solicit guest feedback through surveys or digital comment cards, even doing so throughout one’s stay or as part of an automated checkout process. This can allow hotels to identify areas for improvement while at the same time showing guests that their opinions and feedback are valued—or even address an issue that will turn an unhappy guest into a return customer. To ensure that technology is complementing rather than replacing human interaction, hotels should consider a strong focus on staff training. Empowering employees with the skills to use technology effectively allows them to assist guests more efficiently while also providing that personal touch. Having a mobile concierge service or app that allows guests to message the staff directly, for example, can speed up response times allowing employees to offer personalized attention to guest needs. Staff trained to leverage the technology lends to a more efficient and seamless experience without sacrificing human connection. In order to emphasize the importance of this human connection, hotels can also introduce tech-free zones, creating a space of peace and quiet in a world dominated by screens. These tech-free spaces encourage guests to disconnect and engage with their surrounding and fellow travelers and staff, promoting social interaction and fostering community Using data analytics, hotels not only can get a better macro view of their operations but also drill down to the individual guest to truly understand their preferences and needs. As hotels navigate the evolving landscape of technology, the key is to balance the operational efficiency created through technology with keeping the human element at the forefront of the guest experience. By embracing tech and leveraging the best of it in a way that integrates innovation with a personalized touch, hotels can ensure that they exceed guest expectations while also creating memorable, connection-oriented experiences.
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