Read the full article in The Caterer here.
In the ever-evolving landscape of the hospitality industry, technology has become a cornerstone for enhancing customer experience and operational efficiency. At BWH Hotels GB, we have witnessed firsthand how innovative tech solutions can transform the way we deliver our services, ensuring that our guests enjoy a seamless and memorable stay. We also have to constantly weigh up what technology is available and what our guests actually want.
A recent survey taken from our loyal base of Best Western Rewards Customers highlights the importance of technology in the hospitality industry and reveals what they want (and do not want) in their hotel stays. Perhaps unsurprisingly, high-speed Wi-Fi is the most valued technology by guests, contactless payment options are also a necessity, providing a safe and convenient way to handle transactions. Additionally, in-room entertainment systems, such as smart TVs and streaming services, are highly appreciated for enhancing in-room experiences.
Interestingly, the survey revealed that certain technologies are less favoured by guests. Automated customer service technologies, such as chatbots and voice-activated assistants, are least preferred, with guests wanting human interaction for customer service. Digital cashless tipping is also viewed as unnecessary by some guests, indicating an option preference for traditional tipping methods.
Looking ahead, guests are excited about future trends in technology. Artificial intelligence is anticipated to provide personalised experiences, from tailored recommendations to efficient service delivery. The Internet of Things (IoT) promises seamless connectivity between devices for a morazone integrated and convenient stay.
Operationally, efficiency is a critical area where technology has made a significant impact. By automating routine tasks, we can free up our teams to focus on what truly matters – our guests. For instance, automated housekeeping systems can streamline the scheduling and management of cleaning tasks, ensuring that rooms are ready for guests promptly. Similarly, digital inventory management systems can help us keep track of supplies and reduce waste, ultimately leading to cost savings and more efficient operations.
Despite the clear benefits of technology, it's important to acknowledge that not all businesses in the hospitality industry are at the same level of technological adoption. According to the Caterer’s data, 22% of business leaders in hospitality feel they are behind the market in technology innovation, and only 20% consider themselves market-leading. This disparity highlights the need for a more concerted effort to embrace and invest in technology across the industry, whilst knowing its place within an individual business.
Chris Bowling, Head of Digital at BWH Hotels GB, adds, "As a brand with a diverse portfolio of properties, potential guests for each have a different standard of what they expect. For example, our long-standing core brands (Best Western, Best Western Plus, and Best Western Premier) are all about the personal touch, whereas Aiden and Vib are modern; from the design through to the customer-facing technology. That is where I believe BWH Hotels as a brand stands out with its technology. Both of the examples above have a strong technological foundation that isn’t always apparent to customers. Global distribution connection for bookings through direct brand channels (web, app, phone) as well as GDS, OTAs, and metasearch makes management much simpler for hoteliers so they can focus on what matters – the customer experience. Our global rewards program connects 60 million+ members to hotels, offering free nights, part payments, voucher redemption options, and a personalized experience on the website, app, and in person. Integration of all these systems with your PMS ensures easy management in the hotel."
At BWH Hotels GB we aren’t often first movers when it comes to customer facing technology. This isn’t a bad thing.
Too often, businesses put in place technology ‘solutions’ for their own benefit rather than that of their customers, which actually diminishes the customer experience and drives business away. It is important that hospitality operators remember their primary focus – hospitality – and do not introduce systems and platforms that alienate customers. Cost and efficiency are, of course, important, but tech should be an enabler to make the experience better. It should speed up or make easier mundane non-experiential interactions, which can then be enhanced with valuable human contact. At the very least, tech should enable the customer to have as good an experience as they get at home – anything else is a step backwards.