Is Self-serve Technology the Future of Hotels?
As technology continues to revolutionize the hospitality industry, hoteliers find themselves at a crucial crossroad. On one hand, there is an increasing demand for self-serve technologies that offer convenience and efficiency. On the other hand, there is a deep-rooted desire among guests for personalized, human-driven experiences. So, how can hotels strike the perfect balance between embracing technology and preserving the essence of hospitality?
Self-serve technology deployed by hotels
Both a shortage of labour and consumer demand for social distancing induced by the Covid-19 pandemic accelerated the adoption of self-serve technology across hotels. These are some of the more prevalent technologies that have been adopted by hotels, particularly in developed markets.
Contactless check-ins: Guests pre-submit personal details and preferences ahead of arrival. Staff retrieve guests’ reservation from the property management system and assigns them a room ahead of time. Their credit card is authorized for any security deposits or incidental changes based on the submitted information. Upon arrival, guests either access their room directly using a mobile app or retrieve a room key from a self-help kiosk in the lobby.
Guest experience apps: In their hotel room, guests can request amenities or order room service through a mobile or web application. Access to these apps is typically facilitated via a QR-code placed prominently in the room. Intended to replace phone calls to the front desk or room service department, these apps ensure guests can always access service on-demand. At the same time, staff save time from having to answer frequent in-room calls.
Customer service chatbots: Acting as a first line of service for inbound customer enquiries, chatbots can be accessed on hotel websites or mobile applications. Chatbots are capable of handling routine enquiries such as check-in and check-out times, and room availability. These chatbots provide 24/7 instant response to guests. In addition, chatbots can converse in multiple language offering a degree of personalization to customers. They can also be used to deliver targeted promotions depending on the intent expressed by a guest in their conversation with the chatbot.
The impact on guest experience
Despite the potential benefits such as increased efficiency and cost savings, self-serve technologies are still not pervasive across the industry. A 2022 research paper by Samuel Lee at the University of Nevada, Las Vegas suggests why the considered approach towards adoption of such technology is warranted.
The research team found that negative guest experiences were frequently linked to technology-related errors, and that these experiences negatively affected guest satisfaction.
In their study, 134 respondents were given a limited time to answer the question: what comes to mind when you think about a negative hotel experience? The top three negative experiences cited by the respondents were related to technology: problems with the hotel Wi-Fi, smartphone apps/key cards and smart TVs, in that order.
The researchers also examined more than 3 million reviews of 3, 4 and 5-star hotels in the United States. Again, these same 3 negative experiences were frequently cited.
The stressors hotel guests experience when interacting with guest-facing technology are summarized by the paper as follows.
Techno-overload: friction introduced into the guest experience due to technology
Techno-invasion: over-zealous usage of technology, such as frequent check-out reminders delivered as push notifications
Techno-complexity: inaccessible or unreliable technology-related experiences that lead guests to feel inadequate about their technical competency
Techno-uncertainty: newly introduced technology that creates unfamiliarity leading to guest discomfort
Clearly, adopting new technologies without critical evaluation or thoughtful implementation can lead to negative guest experiences and consequently brand damage.
Striking the right balance
In an era where automation and self-service are becoming the norm, it is vital for hoteliers to recognize that the human touch still holds immense value. While self-serve technologies can streamline operations and enhance certain aspects of guest experience, they should complement, not replace, the human element that makes the hospitality industry unique.
A key aspect to consider when implementing self-serve technology is the guest experience. Technology is ultimately a means to an end, and the ultimate goal is to create memorable experiences for guests. Technology must seamlessly integrate into the guest journey without compromising on the warmth, personalization, and genuine care provided by human-driven service.
Hotels should strive to deliver the best of both worlds. Technology’s strengths are its reliability, availability, and ability to process large amounts of information quickly (at least when properly implemented). On the other hand, based on qualitative interviews of hoteliers and guests, both groups found that self-service technology lack customization and personalization. Marrying technology with human-driven service, hotels can deliver a blend of technological convenience and personalized service.
In fact, technology can play an enabling role for staff to deliver consistently excellent service. It can also help create a continual feedback loop to enable timely service recovery and ongoing service improvement.
Technology must always be adopted strategically, and with a deep understanding of a hotel’s market and target audience. Co-creating technology solutions with guests and mission-aligned vendors is imperative for the success of any implementation.
The future of hospitality
The hospitality industry thrives on meaningful connections, personalized service, and genuine human interactions. While self-serve technology can undoubtedly enhance operational efficiency, hoteliers must strike a delicate balance that preserves the spirit of hospitality.
By embracing technology as supporting tools rather than replacements for human-driven experiences, hotels can leverage technology to elevate guest service, while still providing the human connections that guests cherish.
The future of hospitality is human-centered.
