Will COVID-19 accelerate the 'high tech-no-touch' migration by hotels?

As the coronavirus COVID-19 spreads, we just don’t know how it will eventually affect and change the way we live, do business and move around. In the fight to contain it, Artificial Intelligence (AI) may help. Already, robots are been used in hospitals to limit exposure of medical and care-giving staff.

A study commissioned by Guestline predicted that very soon 85% of relationships with businesses will not require human interaction. A recent survey by Tata Consulting Services revealed that nearly 85% of travel and hospitality professionals are using AI within their businesses. The use of AI so far is largely confined to their information-technology operations, mainly for functions involving processing reservations and credit card transactions.

However, the day when artificial intelligence totally infiltrates the hospitality space, is not too far away. Already, the ‘brick and mortar’ travel agent (offline) is been made obsolete by the online travel agent (OTA). The same fate may well befall the hotel receptionist, concierge and bartender soon - once robotic solutions are rolled out in the service industry.

Human interaction has, since time immemorial, been at the heart of travel and hospitality. Artificial intelligence was never meant to replace the human touch. However, with the onset of COVID-19, resulting in the mention of ‘touch’ becoming anathema to almost everyone, the adaption of technology, for instance, teleconferencing and the deployment of robots for food preparation and delivery will accelerate.

Consider these 3 partial guest journey scenarios.

In the 1^st scenario, and, as it happens in most hotels today: - You arrive at the hotel and make your way to the front desk where the receptionist hands over a pen to fill-in the registration form. After the check-in formalities are completed, the tagged-room key is handed over to you and you get to the hotel elevator, where you press the button to summon the lift. After getting in, you press the elevator button that will take you to the particular floor where your room is located. You then insert the key to unlock the door and using the door handle, open the door to enter the room.  In all, your fingers touched objects and surfaces, (which could have been touched a few minutes previously by persons unknown) - a total 5 times.

In the 2^nd scenario, and as it could happen in some hotels today: - You arrive at the hotel and use the hi-tech touch screen at the ‘self-check in’ kiosk to obtain your plastic room card without the need to interact with hotel staff. You get to the hotel elevator, where you press the button to summon the lift. After getting in, you press the elevator button that will take you to the particular floor where your room is located. You then insert the key card to unlock the door and using the door handle, open the door to enter the room.  In all, your fingers touched objects and surfaces. Now, your fingers touched objects and surfaces, (which could have been touched a few minutes previously by persons unknown) - a total 4 times.

In the 3^rd scenario, and one that will happen within the next fifteen years or sooner:- There will be screens that welcome you by name when you approach them in the hotel lobby by using data from your mobile phones which already exists - registered through the hotels WIFI. Once you get to the reception there will be an automatic check-in process through facial recognition and your room key will be digitally downloaded to your mobile phone. The digital room key will have multi-functions – it can summon the hotel elevator when you need it and when held near the designated lift panel, take you to the desired floor. In all – no touching anything.

I guess you cannot fight the changes that will disrupt the way we like things done. But I worry that as automation replaces the human touch in the service sector, warm, friendly service will be replaced by cold, heartless service. Sadly, the altered hotel experience will get depressing if so much of our time is spent having soulless interactions with artificial intelligence.

Shafeek Wahab – Editor, Hospitality Sri Lanka, Consultant, Trainer, Ex-hotelier.

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