The hospitality industry is increasingly embracing digital technology to create innovative customer experiences. But, asks BIO Agency CEO and co-founder Peter Veash in a recent short piece for Hotel Business magazine, what’s the right mix for customers, and can there ever be too much?
Peter discusses Japan’s Henn-na hotel, staffed entirely by robots, with facial recognition software replacing keys and a robotic arm to take care of luggage. But, he concludes "while Henn-na purports to be one of the world’s most efficient, it could be argued that an entirely machine-run hotel is taking the concept too far, and might end up detracting from the overall experience."
He also talks about London’s Inamo restaurants which feature ‘E-Tables’ to order your meals and pay the bill, as well as including a game of Battleships and lighting controls. Peter sees these initiatives as interesting but possibly distracting for hotels, who should be concerning themselves with the basics of digital change, such as "streamlining the process of checking in and out, updating old-fashioned systems for locking rooms to make them as convenient for the customer as possible via the use of an app." He finishes by commenting "Employing software in an intuitive and common-sense way needn’t be revolutionary, it simply needs to serve to make customer experience the best it can be."
There’s more commentary from Peter on why 2017 should be the year of digital transformation for UK businesses and how it will help them compete on the global stage in a recent article written for ITProPortal.
The BIO Agency has worked with hotel brands including Ibis, Mercure and AccorHotels.
Our white paper on the Connected Traveller offers more insights on the opportunities and threats of digital disruption in the hospitality and travel industry.