INTELLIGENT HOSPITALITY
USHERING IN
TOMORROWS
HOTEL TODAY IN
THE MIDDLE EAST
Predictive, proactive, and actionable
data opens the door to new travel
experiences. Aruba highlights how technology
is improving the customer experience.
A
new breed of traveler is already
playing a key role in shaping
the travel industry in the Middle
East. Millennials (aka #GenMobile),
and their influence will continue to
strengthen over the next decade. By
2020, Millennials will represent over half
of the total spend in this space. This
continuously-connected, context-aware
generation, places a high importance
on personalization and memorable
experience in their travels. And they
expect mobile technology to be their
enabler.
Hotel chains are already responding
to this shift in their customer base
by creating or purchasing boutique
brands to add to their portfolio.
Gen Y focused brands have been
created to meet the demands of
Millennials. These millennials demand
the latest technology to help them
stay connected and engaged and
expect hotel chains and other travel
related industries to personalize their
experience through technology. Over
70% say free Wi-Fi plays a key role in
deciding where they book. So being
able to provide the best possible Wi-Fi
experience, personalized with mobile
engagement solutions, is critical.
Whilst filling rooms and getting as
close as possible to 100% occupancy
76
INTELLIGENTCIO
rates is vital, additional facilities like
gyms, spas, bars, restaurants, cafes,
business centres, shops utilisation
rates are important as well. Their
existence within the hotel is a sunk
cost and their on-going maintenance
an operational cost.
There is a way in which these cost
streams can be turned into revenue
streams by answering those five
key questions: Who? What? Where?
When? Why?
Today there is technology that allows
hotels to identify Who is entering the
facility, What they are interested in
(based on previous visits), Where they
are inclined to spend more time within
the hotel property/resort when they do
certain activities, and most importantly
why they are taking these actions.
This type of information and data can
help a hospitality program manager
build a relevant, customised loyalty
program that benefits the customer but
also lowers maintenance costs in the
back office for the company. The aim
is to create an experience guests will
write home about.
Mobility connectivity at a hotel is
no longer just about high speed
Internet access. Today, technology
enables venues to offer their guests
an immersive, personalized experience
that boosts guest loyalty and increases
hotel revenue. From wayfinding
and push notifications, based on an
individual’s location and personal
preferences, to simplified check-in/
check-out, and a more home like
experience, mobility solutions allow
travellers to have a “wow” experience
every step of their journey.
Predictive, proactive, and actionable
data opens the door to new travel
experiences. With the proliferation of
IoT devices and deployment of the
latest technologies like Bluetooth Low
Energy (BLE) beacons, and armed
with data to capture the traveller’s
preferences, all that’s needed to ensure
endless possibilities for a dynamic and
personalized customer experience is a
well thought out mobile app and guest
engagement strategy.
www.intelligentcio.com