Big Data Trends: Raising the Bar for Guest Expectations
By Suman Pal Principal Product Manager, Agilysys | January 08, 2017
Imagine for a moment, passing guests in queue at the hotel front desk waiting to check-in while you're heading straight to your room instead, or securing your favorite table and skipping the wait list, all without having to talk with a single staff member. No, you're not dreaming. The day of frictionless guest service is here. Guests are demanding it. How well is your hotel embracing it?
The rapid evolution in mobile, social and cloud technologies combined with a monumental shift in guest expectations has launched us into what is one of the most pivotal transformations in hospitality. Throughout the guest journey, mobile and digital interactions have become an expectation of guests everywhere across virtually every generation. Alternate methods for everyday operations and guest interactions are driving this transformation, and further raising the bar for what a guest expects in terms of their stay and service-level experiences.
Need a room in San Francisco this weekend? Mobile websites, accessible via any mobile device, make booking a cinch. We are well on our way to having the most complex and interactive CRS (Central Reservations Systems) technology at our fingertips, even on-the-go.
Missing a fluffy pillow in your room? A new style of service requests - guest communication apps - are displacing numerous calls made to the front desk every day. Many hotel brands are employing concierge solutions to facilitate communication with staff and to drive room service ordering.
In a hurry to get to your room before the big meeting? Alternative, mobile methods of check-in are quickly becoming the norm. No need to stop by the front desk to get a key. Kiosk check-ins offer no waiting and, these days, your smart phone offers technology that opens more doors than ever before.
These are but a handful of examples from a long list that illustrate the mobile and digital transformation we're undergoing. The real gold lies within the data that supports these interactions. While mobile technologies are driving us toward enhanced guest experiences, each and every guest technology interaction generates volumes of data; data that drives the largest hotels brands toward more automated workflows, guest services and increased revenue.