Big Data and Advanced Technologies: What Role for Frontline Staff?

By Adria Levtchenko CEO & Co-Founder, PurpleCloud Technologies | December 23, 2018

Call it a sign of maturation mixed with puzzlement. We are morphing quickly along a seemingly inevitable path from the Information Age to a Big Data and AI (Artificial Intelligence) one. As we do, more and more observers are expressing concern over how entities of all sizes will manage the incredible amounts and constant stream of data that are now made available to us - as frontline operators; as property and asset managers; as human resources and other administrators; and as owners and investors.

Privacy and security issues, aside, will we just drown in all this data? Will we over-analyze and under-achieve? Just how far must we go in keeping up with our competitors? The progression has been so swift, there's almost a feeling that we could fall right off some lofty data cliff if we aren't careful.

Clearly, many key hospitality executives, from an organization's IT administrator or revenue manager to financial analysts, are and will be excellent stewards of modern data and some of the advanced technologies and analyses that they fuel.

But what about the hotel front desk personnel, the concierge, maintenance personnel, a housekeeper, or a cook or a waiter in the restaurant? What is the technology "role" for our frontline staff as we move forward? How might the advance of technology impact hiring and training, job efficiency or job satisfaction? How can we best incorporate the entire hospitality team in what can be some exciting times and possibilities for our use of technology?

In this article, we will explore some of these issues and consider some guidelines for "confronting" data and technology in ways that make us more, not less, efficient; that don't pit the tech savvy against those less so; that enlighten, rather than confuse.

Operations. Keep it Practical

Choose a Social Network!

The social network you are looking for is not available.


Hotel Newswire Headlines Feed  

Steven Belmonte
Kathleen Chiechi Flores
Rob Rush
Tom LaTour
Roberta Nedry
Richard D. Hanks
Drew Rosser
Ray Chung
Susie Ross
Melinda Minton
Coming up in March 2019...

Human Resources: An Era of Transition

Traditionally, the human resource department administers five key areas within a hotel operation - compliance, compensation and benefits, organizational dynamics, selection and retention, and training and development. However, HR professionals are also presently involved in culture-building activities, as well as implementing new employee on-boarding practices and engagement initiatives. As a result, HR professionals have been elevated to senior leadership status, creating value and profit within their organization. Still, they continue to face some intractable issues, including a shrinking talent pool and the need to recruit top-notch employees who are empowered to provide outstanding customer service. In order to attract top-tier talent, one option is to take advantage of recruitment opportunities offered through colleges and universities, especially if they have a hospitality major. This pool of prospective employees is likely to be better educated and more enthusiastic than walk-in hires. Also, once hired, there could be additional training and development opportunities that stem from an association with a college or university. Continuing education courses, business conferences, seminars and online instruction - all can be a valuable source of employee development opportunities. In addition to meeting recruitment demands in the present, HR professionals must also be forward-thinking, anticipating the skills that will be needed in the future to meet guest expectations. One such skill that is becoming increasingly valued is “resilience”, the ability to “go with the flow” and not become overwhelmed by the disruptive influences  of change and reinvention. In an era of transition—new technologies, expanding markets, consolidation of brands and businesses, and modifications in people's values and lifestyles - the capacity to remain flexible, nimble and resilient is a valuable skill to possess. The March Hotel Business Review will examine some of the strategies that HR professionals are employing to ensure that their hotel operations continue to thrive.