Would You like Your Service Today Live or Programmed, Madam?

Part One

By Steven Ferry Chairman, International Institute of Modern Butlers | November 08, 2015

Hospitality executives are busy handling guest needs and issues, budgets, increasing market share, etc., so may not be looking sufficiently circumspectly at this fast-encroaching, robotic trend. Hence this article examining whence robots came, how far they have advanced into the workplace, and their future in hospitality. As we hominids are part of the equation, we can control where the trend goes: a talking head on TV saying that robots will take over by 2040 only means they will if we all act like robots and do and say whatever we are “programmed” to do and say.

Therein lies the key—as in an early, futuristic silent movie that showed a food conveyor belt in a canteen grinding to a halt after a new worker failed to take his soup bowl off the belt—because he didn’t like soup—and the mechanical breakdowns cascading until the whole, interconnected, automated society ground to a halt. Freedom of choice, a vital component in life, goes against the whole ethos of robotics and automation, which are designed to control according to fixed programs input by others in some distant time and location and according to the dogmas of the time.

The Ghost of Robots Past

Man has envisioned robots performing chores for decades, if not centuries: 2,400 years ago, Philo of Byzantium built a robot wannabe that poured wine when a cup was placed in its hand. A Czech dramatist, Karel Capek, coined the word robota in his 1920 play R.U.R. to describe the artificial creatures featured in the play. Robota means “work” in various Slavic languages, providing a clear indication of the role man envisions for his robots. The character, Harry Domin, declares (unadvisedly) in the play, “Work humiliates, anyone who’s forced to do it, is made small.”

In the 1940’s, they were still just dreaming about robots: a TV program showed a robot butler that would, at the press of a button, perform household chores so that mum did not have to work. An actor was dressed as the robot in the show, because robot technology was still as non-existent as in Philo’s time. As a side note, they called it a robot butler—perhaps based on the role Philo conceived for his robot, the butler profession being founded on wine service—and the moniker has stuck ever since: almost every robot created is marketed as a “robot butler.”

The incessant messaging over the decades from Madison Avenue selling “Don’t work, happiness comes from consumption and relaxation” kept alive the fantasy of a robotic servant—Rosie the Robot in the 1960’s Jetson’s cartoons, for instance, but a change occurred that moved the whole concept beyond the fanciful: robot technology was finally coming into being—General Motors introduced the first robot, Unimate, in an industrial setting—the definition of “robot” being “any machine that is smart enough to make autonomous decisions.”

Coming up in February 2018...

Social Media: Engagement is Key

There are currently 2.3 billion active users of social media networks and savvy hotel operators have incorporated social media into their marketing mix. There are a few Goliath channels on which one must have a presence (Facebook & Twitter) but there are also several newer upstart channels (Instagram, Snapchat &WeChat, for example) that merit consideration. With its 1.86 billion users, Facebook is a dominant platform where operators can drive brand awareness, facilitate bookings, offer incentives and collect sought-after reviews. Twitter's 284 million users generate 500 million tweets per day, and operators can use its platform for lead generation, building loyalty, and guest interaction. Instagram was originally a small photo-sharing site but it has blown up into a massive photo and video channel. The site can be used to post photos of the hotel property, as well as creating Instagram Stories - personal videos that disappear from the channel after 24 hours. In this regard, Instagram and Snapchat are now in direct competition. WeChat is a Chinese company whose aim is to be the App for Everything - instant messaging, social media, shopping and payment services - all in a single platform. In addition to these channels, blogging continues to be a popular method to establish leadership, enhance reputations, and engage with customers in a direct and personal way. The key to effective use of all social media is to find out where your customers are and then, to the fullest extent possible, engage with them on a personal level. This engagement is what creates a personal connection and sustains brand loyalty. The February Hotel Business Review will explore these issues and examine how some hotels are successfully integrating social media into their operations.