Use of Technology in the Hospitality Industry
Automation has continued to gain deep penetration in the hospitality industry. Some of the automation concepts include artificial intelligence, robotics, and electronic butlers (Kansakar et al., 2019). Several hotels are adopting automation technologies in an effort to revolutionize their customer experiences and improve their operations. Therefore, automation occupies a pivotal role in the hotel industry’s improvement as long as it does not compromise or jeopardize quality service.
Automation of the hospitality industry has the ability to refine the human touch and pave the way for more pertinent conversations between hotels and guests. This implies that both guests and hotels experience tangible benefits emanating from automation. Providing exceptional guest experience has no shortcut or substitute. However, automation is greatly changing customers’ experiences and expectations by welcoming guests with their tastes and choices at their expediency (Khatri, 2019). This has been achieved not through the replacement of staff by robots but by automation, enabling staff to pay more attention to guests.
The business processes in the hospitality industry can be improved through the utilization of smart automation technology. Importantly, the use of smart automation technology is applicable across several specific technologies within the hospitality industry. One such specific technology of smart automation is the use of digital room keys technology. The digital room keys technology has made hotel entry cardless, keyless, and is remodeling the level of the guest experience. Drawing an example from the 17 Marriott Hotels, the application of digital room keys technology has brought in place the use of Marriott MobileApp by guests to access their rooms (Kansakar et al., 2019). As a result, guests are experiencing more efficiency since they no longer have to visit the front desk to check in to be granted access to their rooms and other related hotel services. The digital room keys technology has proved to be handy owing to the fact that its utilization has freed several hotel staff, thus enabling them to interact more with guests and offer them excellent and incomparable hospitality experiences.
The hospitality industry’s current business situation is inclined towards the adoption of new technologies to satisfy the contemporary needs and demands of customers. As a result, many hotels are embracing the use of mobile applications rather than traditional plastic keys cards that seem to have lost the preference of most guests. Plastic key cards have lost most guests’ preference because they are prone to demagnetization, damage, and are easy to lose (Kasemsap, 2016). Hence, the utilization of digital room keys technology is a major milestone in improving the hospitality industry’s current business situation.
There are several ways in which the utilization of digital room keys technology can improve business. Among the improvements by technology is the ability to maintain the privacy and safety of guests. Thus, guests feel more secured and have little worries regarding their privacy and security. Another improvement by the digital room keys is a more secure and hassle-free entry and exit from rooms. (Kansakar et al., 2019) This has been made possible by the fact that every digital room key is uniquely designed and non-reusable. Another improvement of the digital room key technology to the business is its ability to help in hotel branding and the acquisition of a loyal customer base.
The leading pro of this paper is its accentuation of the fact that technology, among them, digital room keys, shapes, and redesigns the hospitality industry. To remain afloat in the industry, this research paper calls upon aspiring and major players in the hospitality industry to adopt a state of the art technologies to stay competitively advantaged. Among the cons of this research paper is the failure to provide measurable gains recorded from the utilization of digital room keys technology in business within the hospitality industry.
The benefits of the utilization of digital room keys technology are numerous and far-reaching. For example, the technology offers guests with memorable experiences. Using technology satisfies guests with priceless experience and ambiance. Thus, the guests will not bother to pay for a more luxurious stay as long as the priceless experience is provided (Khatri, 2019). Another benefit of digital rooms key technology is improved security of hotel property, staff, and guests. The technology eliminates the application of manual intervention, which in turn advances to the next level the safety of the hotel’s hotel property, staff, and guests (Jalilvand et al., 2019). Additionally, other benefits of the technology are improved property management, improved hotel maintenance, and reduced cost on energy bills.
Nevertheless, before deploying digital room keys technology, it is important to consider various business factors. Among the factors is the success of the utilization of technology by other players within the same industry. This will help to learn from the success and failures of others and, in turn, develop appropriate strategies for employing the technology. Another business factor for consideration is the cost of deploying the technology to avoid making an erroneous technological investment that will cripple the business (Kasemsap, 2016). The investment input cost should be proven to be beneficial and profitable to the business. Also, another business factor for consideration is the attractiveness and demand of the technology.
In conclusion, the contemporary world is characterized by an ever-increasing pace of technological advancement. Technology is penetrating all industries, with the hospitality industry not being an exemption. The decision by any hospitality industry player to remain technologically rigid is a disastrous move. The adoption of new technologies, such as digital key rooms, is the only sure way to remain competitive and satisfy the changing modern consumer needs. Therefore, in the hospitality industry, for any business endeavoring to stay competitive, the utilization of new technologies such as digital room keys is not an option but an inevitable prerequisite.
References
Jalilvand, M. R., Khazaei Pool, J., Khodadadi, M., & Sharifi, M. (2019). Information technology competency and knowledge management in the hospitality industry service supply chain. Tourism Review, 74(4), 872-884. https://doi.org/10.1108/tr-04-2018-0054
Kansakar, P., Munir, A., & Shabani, N. (2019). Technology in the hospitality industry: Prospects and challenges. IEEE Consumer Electronics Magazine, 8(3), 60-65. https://doi.org/10.1109/mce.2019.2892245
Kasemsap, K. (2016). The roles of information technology and knowledge management in global tourism. Strategic Tools and Methods for Promoting Hospitality and Tourism Services, 109-138. https://doi.org/10.4018/978-1-4666-9761-4.ch006
Khatri, I. (2019). Information technology in the tourism & hospitality industry: A review of ten years’ publications. Journal of Tourism and Hospitality Education, 9, 74-87. https://doi.org/10.3126/jthe.v9i0.23682