Digital
transformation is manifesting itself in multiple areas, but some of the important
ones for hospitality include mobile, social, analytics and IoT. The rise of mobile and the growing importance
of social media, the hospitality sector is facing huge digital disruption. I
have rounded up the latest digital news, trends and insight to help your
business stay ahead of the curve.
Mobile:
Previously, it too 1 to 2 days to purchase a bond, a
process that required people to apply for Bond CDS Account, submit the form to
Central Bank of Kenya then deposit funds with a broker. However, with New M-Akiba,
the process is now instant. Using mobile phone the government now aim at
raising billions of cash by just dialing *889# we have come that far indeed! But
what about our industry?
The growth of
mobile is making new demands on hotel companies, especially in the case of their
information technology assets. The adoption of the 3rd platform
especially the growth of mobile usage in general increases the expectation that
hotels will engage with their guests via this channel. Most guests also want applications
that are engaging, intuitive and designed to take advantage of new mobile
platform capabilities. Given the frequent updates and introduction of new
mobile technologies and capabilities, hospitality companies have no choice but
to keep their mobile apps refreshed and continually enhanced. In terms of
opportunities to leverage mobile, there are apps that offer mobile bookings,
room service ordering and the fulfillment of guest requests. In the future, we
are likely to see enhancements that take advantage of guest data and geolocation
capabilities to help deliver targeted marketing and offers aimed at adding more
revenue to the bottom line. The information officers through DevOpps approach –
that is development and operation team talking to each other for continuous
innovations.
Social:
The growth of
social media channels that are assisting the proliferation of user-generated
content is pushing many hotel companies to rethink how to engage with their customers,
many of whom use social media as a preferred medium to engage with customer service.
Most organization with service cultura at the forefront have appointed an
individual to oversee their organizations’ social business initiatives.
Customer service is a given, and hotel companies typically need strategies for dealing
with their guests who choose to interact via social media. Companies may have
an opportunity to truly use social media to drive business. Social media
typically falls within the realm of a marketing lead – and can be used for PR –
but, it can span so much more and digital tools can drive branding, e-commerce,
CRM, media and public relations.
Analytics:
The hospitality
industry is blessed in that it has access to a large amount of guest data. Many
hotels know about their guests even before they have arrived on property. It is
important to be able to take these insights and convert them into meaningful
results. Analytics can be used to harness the awareness of customers. The
application of Big Data helps hotels to create precisely targeted marketing campaigns,
deliver them, measure success and learn from the outcomes.
Next-best-course-of-action engines can analyze guests’ clickstream, location,
social interaction platform, customer profile, transactions and voice-of-the-customer
data to enhance and optimize their journeys and interactions at various touch
points. These collectively enable hospitality companies to empower employees
with insights they can use to deliver compelling experiences across touch
points using customer profiles and preferences, social listening, location and
contextual awareness and predictive analytics. Further, interactions across
digital channels are able to be transformed as a result of these insights. There
are wonderful tools for free that can assist in social listening and report any
mention of your organization in the public domain.
IoT:
Internet of Things
is becoming a reality with the advent of connected devices, embedded
intelligence and the ability to help deliver meaningful information to the
embedded sensors that can be used to transform interactions. As hospitality
companies consider how to employ IoT, it may behoove them to consider that the
most compelling use cases will very likely require cross-organizational
collaboration. Also, the desire to play with the next shiny object will likely be
strong – therefore it is important to avoid distractions from exciting new
technologies by starting with concrete business outcomes in mind. Usability is
another important consideration, even if the solution is automated. Given the
need to connect sensors, it is important to bear the bandwidth demands in mind.
Lastly, standards for IoT will continue to evolve, but it is important to not
wait – rather, hospitality companies should help shape standards.
Receiving CIO100 East Africa Award for best in hospitality category 2015. |
What Next for the Hospitality Industry?
Digital
disruption by ever changing technology is giving many hospitality companies the
abilities to transform their business models, guest engagement and employee
enablement and create opportunities to deliver rich and compelling experiences.
Taking advantage of these typically requires investments not only in security
and privacy to help maintain sanctity of sensitive personal information and
personally identifiable information, but also to factor in the additional
bandwidth needs. A judicious weighing of potential business benefits against
investment requirements should occur prior to taking advantage of capabilities.
These trends will not only impact the
hospitality and travel industry but also a wide range of other industries where
customer service and experience is an important aspect.
Now we know.
Now we know.