The hospitality industry has constantly reinvented itself to meet new challenges and stay ahead of the curve. The fear and insecurity surrounding travel caused by the global affliction of novel coronavirus infection has led hoteliers to look beyond the traditional way of doing business. A majority of them are re-examining their fundamental strategies and technological investment to create new paradigms
The post-COVID of the hospitality industry will most likely be hinged on integrating new-age technologies in every sphere and involve booking engines, mobile apps, digital concierge services, automated check-in and check-out and keyless entry systems.
A report by Software Advice’s Guest Preferences for Technology in hotels states that 60% respondents are more likely to choose a property that allows guests to check-in and open doors with a smartphone, than a hotel that doesn’t. Nothing can be truer in the After-COVID world.
The tech solutions
Given that guests will be even more conscious about personal hygiene and social distancing, hotels are incorporating new technologies and cleaning protocols to optimise services and COVID-proof their property. Contactless or touchless technologies are emerging as crucial tech trends for streamlining operations.
Solutions such as keyless entry, online check-ins, QR codes, digital menus, contactless payments, digital communication and engagement tools, and innovative technologies are coming into picture. It will be interesting to note how hoteliers will re-evaluate their technology strategy to protect and carve new guest experiences. We map out some transformations that are likely to change the hotel experience.
Contactless/touchless experience
Touch-free experiences are the new norm of the coronavirus times and hotels introducing new-age technologies across all segments to elevate and assure safe and hygienic guest experience.
JW Marriott Mumbai Juhu has introduced QR codes at critical touchpoints such as front desks, elevators,
rooms, restaurants and recreational spaces, to ensure a complete contactless experience for guests. “Processes such as check-in/check-out, viewing the guest services directory and other hotel information, viewing menus and placing orders, making payments and appointments have entirely gone digital to minimise human intervention,” says hotel manager Sunil Kumar.
Chalet Hotels are in the process of upgrading their rooms with keyless entry-enabled locks
Chalet Hotels are upgrading themselves with keyless technology systems. “At our Marriott branded hotels, we actively promote the usage of mobile check-in, mobile chat and mobile check out via the usage of the Marriott Bonvoy app to promote contactless service. We are in the process of upgrading our rooms with keyless entry enabled locks,” informs Rajneesh Malhotra, VP – Operations and Asset Management.
DoubleTree Suites by Hilton Bangalore are aligning their tech strategies for implementing touch-free experiences. “We have been working towards developing and perfecting electronic key facilities over the past few months. At the moment, there is a plexiglass barrier at the front desk during guest check-in. Contactless scanning of ID cards, without having to place the ID anywhere near a scanner, is being used to authenticate guest identity. Frequent sanitation of guest room key cards, reduced paper amenities, enhanced transparency around cleaning and hygiene measures in the room is helping set up accurate expectations and reassurance, as guests begin to book their travel again,” avers Subhabrata Roy, General Manager, DoubleTree Suites by Hilton Bangalore.
The banquet and meeting rooms have been upgraded for touchfree experiences. “They are now equipped with the highest levels of technology to embrace a hybrid model of meetings, with small in-person audiences and larger virtual audiences meetings. The amazing part of this analogy is that it is not limited to corporate events but also extends to weddings, celebrations and other events. “F&B outlets are following the concept of contactless dining, using QR code, to access the menu or making contactless payments with very limited human interaction,” adds Roy.
Hotels now have dashboard and system-generated reports that record all guest data and profiles to understand the composition of guests and their preferences
Roseate Hotels & Resorts have introduced an I-pad enabled check-in and check-out process. “Our check-ins and even checkouts are digital now. Also, we receive guest booking details in advance through our reservation system, as well as through our online travel partners. Hence, it is a paperless process. This is very crucial as we are trying to minimise guest contact where no signatures are required and check-in process gets completed within minutes,” informs Kush Kapoor, CEO, Roseate Hotels & Resorts.
- Bookings
The website-booking engine at DoubleTree Suites by Hilton Bangalore has been customised to allow customers to modify or cancel their booking without much hassle.
- Digital amenities
Hyatt Hotels are rolling out enhanced digital amenities through the World of Hyatt app that will offer guests more control over how they connect with Hyatt. According to Julian Ayers, General Manager, Hyatt Regency Delhi & Area Vice President North India, the new features are available in select markets.
The new feature will allow guests to manage preferences such as scheduling housekeeping, choosing between pick-up or knock-and-go food orders, a mobile entry key, contactless check-in and checkout, and more.
- Digital apps & QR codes
In a bid to avoid human intervention, JW Marriott Mumbai Juhu has introduced QR codes at the front desk using which, guests can scan their mobile phones to check-in and check-out. Besides, the Marriott Bonvoy mobile application allows guests to check-in digitally from anywhere in the world before arriving at the hotel.
There are also QR codes in place to enable digital payments for each service. “We have collaborated with a digital solutions company to introduce user-friendly digital menus accessible through QR codes across all our restaurants.
The tool also enables guests to place their orders and make payments digitally. This service has entirely put an end to human intervention, previously required to display menus and take orders,” adds Kumar.
At its rooftop restaurant, DoubleTree Suites by Hilton Bangalore has implemented digital menus on tabs and has generated a QR Code that can be scanned through the phone to view the menu. The hotel will soon launch contactless ordering. Guests, after scanning the QR Code, can place their order via their smartphone.
The hotel has partnered with a third-party application that will go live soon. “This new service has helped us build confidence about our social distancing guidelines and reduced human interaction, and will become the norm on how orders are placed in restaurants.
“The use of technology enables the team to get the order delivered accurately, and issues such as orders being missed out due to human error are avoided. Through live updates, guests can track the status of their order and are aware exactly how much time it will be delivered to their table,” says Roy.
Besides digitised menus, Chalet Hotels has introduced sneezeguards to reduce any unnecessary contact with surfaces. “There are QR codes for all in-room guest services, including the minibar, laundry and in-room dining. We are in the process of exploring solutions for touchless elevator operations. These experiences have heightened a sense of convenience for guests and have allowed operational makeovers,” says Malhotra.
Hyatt Regency Delhi has launched contactless menus via Hyattrestaurants.com, available via QR codes placed at respective restaurants. “The added advantage with digital menus is that it allows us to keep some parts of the menu dynamic and any changes can be updated instantly,” opines Ayers.
The hotel has also launched its website for ordering online (athome.cathdiningdelhi.com). “The platform has helped us reach out to a whole new audience. The response has been overwhelmingly positive, with many guests returning to the website every week,” adds Ayers.
- Live kitchens and e-menus
Under its initiative of touchless hospitality “Care by Roseate”, Roseate Hotels & Resorts has introduced a ‘Live Kitchen’ access developed by their sister concern, Bird Apps. Diners at their restaurants or even seated within their homes, can view the meal being cooked in the kitchen, a means to offer them further reassurance of the stringent safety procedures followed in back-end operations.
“This new technology will strengthen the trust and confidence of our patrons who are looking forward to dining at their favourite restaurants. It certainly has helped with our home delivery orders if a customer, who is sitting at home, can seeing his being cooked, adding to his levels of faith in the institution,” adds Kapoor.
Apart from Live Kitchen technology, Bird Apps has developed an e-menu that can be accessed through the hotel’s website and a guest’s smartphone. Payment can be done directly through a payment link sent to a guest’s mobile number.
“Some of our dining partners have enabled their app for not just table reservation but also menu selection and payment through the app. Either way, guests have a choice to reserve directly or through our table reservation partner for a seamless experience. This new service is the need of the hour, hassle-free and minimises the gestation period between a diner receiving his menu card, his order and then waiting for the bill to be generated, since it is now all online,” adds Kapoor.
Tracking Guest Preferences
While COVID-19 has put all the hotels across the globe on halt, it is essential to plan strategically. Awareness of guests’ needs is critical in the hospitality industry. “Our PMS tools keep up-to-date with emerging technology. Our guest data is linked to it and helps manage loyalty programs, their F&B preferences, gather and analyse information, and more. All information gets stored in the CRM system. It offers us better control over hotel business, providing a centralized dashboard to handle inventories, room rates, reservations, etc,” adds Subhabrata Roy, General Manager, DoubleTree Suites by Hilton Bangalore.
According to Sunil Kumar, Hotel Manager, JW Marriott Mumbai Juhu, a major benefit of placing food orders through QR codes is that it helps them record guest preferences. “So, for instance, a particular dish is ordered more than twice, it automatically gets registered as a preference. This helps us analyse customer data and provide a personalised experience.
We can effectively track customer trends, behaviours and preferences due to the feature of recording repetitive orders. This data helps us plan and innovate better, thus delivering a more personalised experience. The detailed reports enable us to analyse our performance effectively, as one single unit as well as various separate functions. At the backend, the guest experience platform is constantly sending us alerts and generating reports that help each department track their status and function more effectively with regards to the daily operations,” avers Kumar.
The new app has helped Hyatt Regency Delhi to manage inventories and customer preferences. “The food ordering website, for example, offers detailed insights into audience’s behaviour. These insights have been crucial in planning our promotions,” says Julian Ayers, General Manager Hyatt Regency Delhi & Area Vice President North India.
Roseate Hotels have a dashboard and system-generated reports that records all guest data and profile to understand the composition of the guests and their preferences. “Manual management of huge amounts of data is not only cumbersome but can be prone to repetition or inaccuracy. Technology-enabled systems help reduce the manual dependence and risk of such inaccuracies,” says Kush Kapoor, CEO, Roseate Hotels & Resorts.
DoubleTree Suites by Hilton Bangalore have introduced Kipsu Guest Messaging software that connects the hotel staff with guests, through messaging.
• How safe is the experience?
For their employees, DoubleTree Suites by Hilton Bangalore has replaced ‘fingerprint punching machine’ with ‘face recognition’ machine to record employee attendance. A ‘disinfectant tunnel’ has also been installed at the employee entrance to ensure individuals walking through the chamber are sanitised and become free of any virus.
JW Marriott Mumbai Juhu has introduced a new human resource system that will allow entry into the back offices after the body temperature of the employees have been analysed by a thermal screen. It will simultaneously mark their attendance digitally.
• Housekeeping
Hotels are introducing technology even in their housekeeping practices. Chalet Hotels are using electrostatic sprayers with hospital-graded disinfectants to sanitise each of their hotel rooms. To minimise human intervention, DoubleTree Suites by Hilton Bangalore have introduced Kipsu Guest Messaging software that connects the hotel staff with guests through messaging. “Using real-time digital communication, the team members can see and respond to incoming messages and boost satisfaction, pushing the guest experience to the next level. Housekeeping managers are constantly in touch with room attendants via online platforms to train them in keeping up with the improved cleaning protocols,” adds Roy.
The hotel is using professionally identified chemicals and agents in all public areas as well as in the guest rooms. DoubleTree Suites by Hilton Bangalore has installed high-end sanitising equipment in the receiving dock to ensure all the sourced materials are thoroughly sanitised before proceeding to the stores. For high touch-points in the guest room areas, Hilton is exploring the addition of new technologies such as electrostatic sprayers and ultraviolet lights to sanitise surfaces and objects.
A dedicated digital guest experience platform integrates all departments and tracks the activities of each one.
JW Marriott Mumbai Juhu has a dedicated digital guest experience platform that integrates all departments of the hotel and tracks the activities of each one. “Through this platform, we have prescheduled alerts for the sanitization of each department’s workspaces to occur periodically. This helps
us to effectively track the sanitisation process of the entire hotel.
Additionally, we have appointed a Cleanliness Champion, who carefully monitors each process regarding safety and hygiene within each department in the hotel. We have a dedicated platform through which each member of the senior management of the hotel audits a few rooms periodically and accordingly enters the observations into the guest experience platform, thus eliminating the need for a manual checklist,” informs Sunil Kumar.
Roseate Hotels & Resorts’ new software on housekeeping has enabled the staff to make zero use of any paper and pen. The software shows clearance of rooms on their mobiles, post minibar charges, helping the hotel to connect with their staff members seamlessly. Over time, hotels are likely to opt for more technology, rather than less, as COVID-19 changes our lives forever.
