The hospitality industry was one of the hardest hit during this pandemic. It is critical to keep track of the latest technology trends in the hospitality industry and move with the times because the industry is highly competitive, and those who do not adapt are left behind. In such times, keeping your finger on the pulse is especially essential within the context of COVID-19 because customer expectations and requirements are continually shifting.

The most immediately visible change of the pandemic is a shift to touchless travel from airport curbside to hotel check-in. At the same time, automation and the role of enhanced technology has gained more focus across the entire sector. Some hotel brands opt to eliminate the reception/registration counters and replace them with check-in kiosks, iPads, etc. Even organizations that may have been rationally more focused on in-person service are now more open to trying robots or other automated options. The introduction of Artificial Intelligence in the hospitality industry promises so many exciting things; from smart rooms to an enhanced customer service experience, the opportunities are limitless.

Technological advances have played a significant role, especially regarding the widespread adoption of voice search, augmented reality, artificial intelligence, and the Internet of Things. Many of these technologies have grown because they help reduce friction and cut waiting time. Contactless payments have become more prevalent in retail settings, while mobile check-ins and cleaning technology like cleaning robots, have emerged in hotels minimizing direct human-to-human contact.

If possible, hoteliers can arrange to have unique floors opened which are germ and bacteria-free with stricter disinfecting procedures:

• Self-services with artificial intelligence technologies to avoid facing other people.
• Room control via mobile app to prevent touching in-room buttons.

Some contactless hospitality trends and tech innovations that serve as a solution to the pandemic and associated shifts in consumer behavior include:

1.Voice search & voice control

Voice search is a growing technology trend within hospitality. An increasing number of guests or customers are turning to voice search to find hotels, restaurants, and cafes, making it worth your time to capitalize on this trend by making your website and booking engine voice search-friendly.

 2.Contactless payments

Contactless payments offer several advantages for hotels, resorts, restaurants, bars, and cafes, which is why this has been among the leading technology trends within the hospitality industry. Aside from speeding up payments and improving customer satisfaction, contactless tech is also easily compatible with loyalty programs. Mobile contactless payments are possible even if customers do not have their wallets or even if they misplace their credit cards. Contactless payments can also offer an excellent way to reduce human-to-human contact.

A viable hygienic solution

We need to redefine the "business as usual" following the coronavirus outbreak. Guests are more concerned about hygiene than ever before. This trend is likely to continue for years into the future. Therefore, services that preclude physical contact will become some of the most sought-after methods. Hotels that can offer such services will undoubtedly rise head and shoulders above their competition.

Since international travel has reopened, delivering contactless experiences has become the primary goal of leading players in the hospitality industry. Hoteliers review all the multiple touchpoints between staff and guests in their customer journey and map out potential areas for the use of contactless technology to reduce exposure while simultaneously preserving the brand's uniqueness. Moreover, the new generation of travelers wants the best experience at the best price with less friction and hassles. 

Social media & emerging technology trends are redefining the hospitality landscape.

With the rising popularity of online reviews, hospitality guests can now research any venue to see what others have posted. Both review websites and social media platforms have become active gateways to global opinion, and travelers use these extensively to help them decide where to book. Research from Search Engine Land shows that company reviews in the hospitality industry are 48% more essential and valuable than in other sectors, indicating that the target audience takes online reviews exceptionally seriously.

Technology is shaping how people find and book lodgings and restaurants. Aggregator sites such as Hotwire, Expedia, Bookings.com, and Reservations.com are a few  digital platforms available for making online reservations.

Within the hospitality industry, Virtual Reality has become particularly important because of the amount of information the average customer needs before they will actually book a hotel room. Rather than reading through descriptions, which may or may not be trustworthy, it offers customers the chance to experience things themselves. Virtual reality hotel tours can be made available on hotel websites, allowing guests or potential guests to look at their hotel room or other parts of the hotel before they book or arrive. Guests can “try before they buy” without getting overloaded with unnecessary information. In turn, hotels can attract more customers and secure more bookings.

On arrival at their destination, guests no longer need to wait in line for their room keys. Mobile keyless access enables a hotel to offer remote mobile check-in where hotel guests can activate their mobile key and head straight to their room. Guests can check in and out using electronic kiosks and online and mobile check-ins. Automated payments and using  smartphones for keyless entry, making requests, online purchases, or even placing room service orders make self-service an attractive option.

The future

The future lies in innovation and implementing new and relevant hotel technology. Flexible hospitality brands converge physical and digital experiences to gain a competitive advantage. Eventually, people will become comfortable with the latest travel norms; the industry might even witness a sudden upsurge in numbers.

According to a recently published report, modern technology perks and an active social media presence rank high as deciding factors for customers. The survey mentioned that 70% of respondents would be more likely to book a hotel if it featured additional tech amenities such as keyless hotel entry, mobile payments, Smart TVs, and smartphone charging access. 

Therefore, the most important takeaway is that hospitality brands should adapt the creation of digital infrastructure and contactless technology features offering renewed customer experience to have an edge in the market.

Shaila Fernandes
Practice Manager – Consumer Business Unit, Digital Operations & Platforms – iCORE, Wipro Limited

Shaila has over 17 years of experience in the BPO industry, handling service delivery and operations for major airlines. Over the last two years, she has worked extensively in travel and hospitality pre-sales efforts and GTM activities for pipeline creation.