Over the past 20 years, many facets of the hotel industry have shifted to adapt to new technology and changing consumer behavior, which have in turn changed how hoteliers conduct business. “The lodging industry has changed in several key areas over the past decades and many of these changes have helped hoteliers to enhance their products, attract more guests and create opportunities for expansion,” said Chip Rogers, president and CEO of the Asian American Hotel Owners Association.
Changing Guest Behavior and Expectations
In an increasingly competitive environment, the way hotels react to guests' expectations has a dramatic impact on their profitability. Guests are continually voting with their wallets through their purchases. Immediate accessibility, mobile obsession, personalized experiences and contradictory preferences—these are just some of the challenges that hoteliers are tackling daily. Today's guests are less interested in the quick sell (i.e. low price sale) and more concerned with building a long-term relationship (i.e. meaningful interactions). If they're an existing guest, they want to be treated from the standpoint of knowledge about the past business. Guests also realize the power they have via social media and online reviews - and will use it when not satisfied with a service. While defining various persona's and generation-based profiles have their place, it is important to keep in mind that millennial guest on vacation with their family has different expectations then that same millennial on a business trip. Hotels need to meet the guests where they are and satisfy their sophisticated needs. The key consideration here is that guests and types of stays are not all the same, so it is counterproductive to treat them that way.
Technology Shaping the Guest Journey
As new technologies emerge, hotels of all sizes can't afford to sit on the sidelines. In a world where new technologies pop up all the time, the hotels that put guest needs first are in a position to win. Over the last few years, hoteliers have realized that online and offline are converging and they need to integrate their systems. This evolution has driven more hotels to move to cloud-based PMS systems, as these solutions enable them to scale quickly, work from anywhere, and get real-time insights into various aspects of their business. Next generation systems offer advanced functionality without the restrictions and overhead costs of being tied down to large, complicated legacy systems.
Today’s consumer, thanks to online travel agencies and technology in general, are more sophisticated and educated than they were 20 years ago. That sophistication has touched many areas of the industry. Enhanced consumer awareness has also led to niches within the industry, such as boutique hotels, extended-stay product and a focus on all guest types that has seen an emergence of new amenities.
The old adage was never truer: You can't personalize unless you know the person. Since today's consumers go through multiple channels in their path to booking travel, collecting and studying data in silos won't cut it anymore. Analyzing online and offline data together gives hoteliers a more comprehensive picture of their guests' preferences and needs. By understanding what guests are looking for during their stay, hoteliers can ensure they have the products and services ready to deliver when guests arrive.
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