Donuts, coffee and technology in Hospitality
An American, when asked “What has not changed since then and now?” replied, “Donuts and coffee.” If someone were to ask me “As a hotelier, what do you think should not change between then and now?” I would univocally say “Hospitality and the human touch.” As I see it, there is a high-touch, high-tech revolution relentlessly unfolding - with some of the trends leading to great improvements and savings for organisations in the hospitality industry. However, several questions about technology’s exact role in hospitality remain unanswered. Barry Sternlicht, founder and Chief Executive Officer of Starwood Hotels said in a talk over ten years ago, at a World Travel & Tourism Council Global Summit:”If it weren’t for human employees, I could run a flawless hotel operation.” His observation provoked laughter, with many in the audience probably thinking it ‘far-fetched’, although in hindsight, it was perhaps remarkably ‘farsighted’.
Though they had been typically slow to adopt new technologies, hotels are now seeing a place for tech tools to make sure that guests’ needs are met. Many are convinced, and rightly so, that technology and automation has a major role to play in our industry. The question is how much should be automated and how to strike the correct balance. Technology-Based Self-Service (TBSS) is gaining popularity and in several cases they are considered fashionable in hotel lobbies. Do they play a more important role than the Traditional Human Touch Services (THTS)? What do guests want and what are their needs? Do they prefer going through on the check-in process to be in their room as soon as they can? Or do they expect (want) a friendly greeting, a welcome smile and the feeling that they are respected and cared for in the hotel they arrived? The confusion arises in deciding which of the two (TBSS or THTS) will bring a higher ROI and still provide quality customer satisfaction.
Sometimes hotels rush to implement hotel technology simply for innovation’s sake and this can be counterproductive. During an eight week European tour, John and Margie Riley found an iPad in the room, in three of the many hotels they stayed at. The iPad was usually loaded with the hotel’s app that they could use to read about the activities in the hotel, order room service, make restaurant reservations, request a wake-up call, etc. In one hotel, they could even control the lights and draw the curtains via the iPad. Initially, the Rileys found having every guestroom function handed over to them on a silver (electronic) platter a novelty, but when John had to get up from bed to retrieve the iPad from the writing table to turn off the lights, he missed having the usual light switch situated bedside – within arm’s reach. At another hotel, Margie whilst exploring the in-room iPad was very surprised the tablet was filled with the private information of the previous guest. From that moment on they found using the iPad somewhat iffy.
The newest technology may tell us the fiber count a particular guest wants on his or her pillow cover, but it will be the people, using the technology, that will make the difference. Soon, your staff may be walking around the hotel with a wireless earpiece telling them the name of each guest as they approach. Will your employee greet him with, “YO, Mr. Phillips, howsit hangin’, man?” Or, will it be, “Good evening Mr. Phillips, did you see that article in the Wall Street Journal this morning?”
We may talk about distribution, technology, revenue management but ultimately what ranks highest is that we are still in the hospitality business. Hospitality is what we represent, it’s what we offer and when you think about who can give hospitality and to whom – it’s by people to people. Differentiation revolves on people and is delivered by hospitality. It’s actually about caring and treating the guest like family. When you book online, check in on a kiosk or mobile phone and proceed to your room where you open the door with the mobile phone you avoid the front desk. The following morning you pick up a ‘grab and go’ breakfast and exit by mobile check out. All this time you have had absolutely no interaction with anyone in the hotel. Call that hospitality? Not in my book, because in this commoditised hotel you have received service sans hospitality.
Without the ‘hospitality’ factor you might as well stay in a factory. Technology in hospitality should be not only be about creating tools for humans to reach further, it should amplify our powers of intuition and care. So, for Hospitality’s sake, let’s not forsake the human touch.
Would you like some donuts and coffee?
Shafeek Wahab – Editor, ‘Hospitality Sri Lanka, Consultant, Trainer, Ex-Hotelier
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