Tech Boom or Tech Bust?
By Wendy Stevens Chief Commercial Officer, First Hospitality Group | June 18, 2017
The reality is that technology does have limits, and in an industry where personal connection and engagement play such a crucial role, it is worth asking just how far the benefits of technology really go-and what kinds of changes hoteliers will have to make to be able to use technology effectively without diminishing the people skills of employees and sacrificing essential elements that have long defined hospitality.
In other words: getting the most out of new tech tools also means appreciating not only how tech can help us, but how it can potentially hurt us. To use these tools, we have to understand them, and that understanding begins with knowing what they can do and what they can't do.
Sales and marketing professionals in the hospitality industry can use new tech tools to communicate and connect with clients with greater speed and precision than ever before. But does the efficiency and immediacy of an email outweigh the potential affront that a frustrated guest might feel when their concerns are addressed with bits and bytes instead of the empathic concern of a face-to-face encounter with a helpful concierge or GM?
Technology allows sales and marketing professionals to be more proactive and precise in their work, but opening the door to new markets and new customers is only half the battle. Working through the potential complexities of the new technology is critical to ensure success.
As we observe how technology has altered the hospitality landscape, we need to think hard about these questions and consider the impact of these trade-offs.