Thanks to Technology, Guest Experience is Changing in the Hospitality Industry

HPE Aruba Logo
HPE Aruba Logo

According to new forecasts from HPE Aruba and global trend agency Foresight Factory, five main issues will have a say in the future of the hospitality industry.

A new study by Aruba, a Hewlett Packard Enterprise company, shows that hospitality businesses struggling to recover from a crisis can fully improve their guest experience if they leverage technology on a preemptive basis over the next decade.

After several years of driving digital transformation and demonstrating the importance of adopting critical technology solutions to survival, there is an increase in hotels and venues offering digital-first experiences that work seamlessly. However, the fact that an industry that operates with one-to-one human relations relies on digital technologies to such a degree also brings with it some difficulties. Working with Forefight Factory, the agency that follows global trends, Aruba offers five different ways to strike a perfect balance between the digital and physical worlds while meeting the changing customer demands of the hospitality industry.

1. GUESTS WILL BE WELCOME IN VIRTUAL ENVIRONMENT

Powered by the contactless reception processes currently used, such as digital check-in and biometric payment methods, businesses in the hospitality industry will be able to greet guests virtually, if not physically. In addition to augmented and virtual reality, companies using innovative technologies such as metaverse will be able to open their doors to their "visitors" all over the world in the virtual environment.

2. GUESTS' EXPERIENCE WILL BEGIN BEFORE THEY COME TO THE FACILITY AND CONTINUE AFTER THEY FINISH THEIR ACCOMMODATION

Forget looking at photos or scanning the menu from the phone. In the future, guests will not go anywhere without trying the fully interactive and comprehensive digital option. As virtual experience becomes the undisputed premise of the real world, companies will begin to offer more creative, detailed and personalized options. At the same time, post-accommodation services will be provided as a complementary element of the guest experience.

3. GUEST EXPERIENCE WILL BE SHAPED BY THE COMMUNITY

In the future, hospitality businesses will provide a truly guest experience to communities powered by the same network and fully connected to the businesses around them. Through data sharing, venues will be able to make food and beverage recommendations based on guests' orders at other venues, or suggest a local event and automatically confirm its availability. With data collected from local community apps or location services, guests will be able to accurately track their arrival time and create 'virtual' queues.

4. ACCOMMODATION COMPANIES WILL ACT WITH HOW THEY FEEL IN ADDITION TO THE ORAL REQUESTS OF THEIR GUESTS

The best customer service is to present their needs upfront to customers who don't know what they want yet. In the future, with automated on-site systems and biometric data, accommodation companies will be able to understand physical signals from guests and react accordingly. Thus, with predictive artificial intelligence technologies, the music, light or smell in the environment will be adjusted or a treat will be offered according to the hunger of the guest.

5. BUSINESSES IN THE ACCOMMODATION SECTOR SHOULD FEED THEIR GUESTS WITH DATA

Businesses in the hospitality industry should be more open to data sharing as the number of guests who are worried about whether they are making the right choices in their travel choices using technology increases. In addition, they should offer options with environmental, health and ethical awareness. Otherwise, they may lose their business to new businesses and cautious competitors.

Sanjeev Katwa, CTO of Tottenham Hotspur, said: “Personalized experiences powered by data and insights help businesses improve service levels. Similarly, with artificial intelligence and predictive modeling, businesses will become more efficient, create a sustainable model and provide stability. A higher level of automation with the use of new generation technology systems will create a space for businesses to understand the experiences of their guests and take action accordingly.” said.

Meeting these expectations requires quickly making sense of the collected data and responding accordingly. Therefore, it will not be enough to apply Wi-Fi solutions only to ensure connectivity.

Morten Illum, Vice President, EMEA Region, Aruba, a Hewlett Packard Enterprise company, said: “Over the next decade, innovative technologies that bring the physical and digital worlds together and improve the customer experience will revolutionize the hospitality industry. Whenever, wherever, and how guests want to interact on their travels, they'll want to see equally well-designed, personalized, and engaging interactions. Meeting these demands will require collecting data very quickly and responding accordingly. Therefore, it will not be enough to apply only Wi-Fi solutions for connectivity.” said.

“On the road to success, hospitality companies must use a high-performing, secure, reliable and automated network. So they can leverage both current and future digital innovations to deliver a customer experience that will surprise and delight guests.”

About Aruba, a Hewlett Packard Enterprise company

Aruba, a Hewlett Packard Enterprise company, is the world leader in secure, intelligent edge-to-cloud networking solutions that use artificial intelligence to automate the network while leveraging data to drive powerful business results. With Aruba ESP (Edge Services Platform) and software-as-a-service options, Aruba is able to deploy wired, wireless local connection (LAN) and wide area networks (WAN) to assist customers with their connectivity, security and financial needs in campus, branch, data center and remote work environments. adopts an all-encompassing cloud-native approach.

To learn more, http://www.arubanetworks.com Visit Aruba at Follow Aruba on Twitter and Facebook for real-time news updates. For the latest technical discussions on Aruba products and mobility, visit the Airheads Community at community.arubanetworks.com.

About Foresight Factory

Trends and data insights followed by Foresight Factory have helped its customers see “Beyond the Horizon”. Different and better answers have been uncovered so they can see further. By bringing together human and machine intelligence, they explain what today and tomorrow bring for consumers, by interpreting changing user behaviors and signals. So brands can understand what they do, when and why.

With teams in London, New York, Seattle and Singapore, Foresight Factory leverages global trends to address four strategic goals: removing uncertainty, improving brand engagement, supporting long-term growth, and optimizing budgets.

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