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Hospitality trends: identification and implications
The trends were gathered and analysed using a content analysis method. The words and sentences were a posteriori classified into four main categories: technology, tourists, operations and marketing. Some suggestions and recommendations are also made, allowing managers to have a more fundamental decision-making process to cope with those major trends and by doing so, being better prepared to face the opportunities and challenges in the forthcoming future.
Technology
Concerning technology, smart rooms, tech-savvy rooms and more connection among people are a clear trend (https://travel.usnews.com/gallery/6-hotel-trends-to-watch-in-2018Usnews; www.forbes.com/forbes/welcome/?toURL=www.forbes.com/sites/danielnewman/2018/01/02/top-6-digital-transformation-trends-in-hospitality-andtourism/; www.tnooz.com/article/five-hospitality-trends-2018/). Artificial intelligence, domotic and IoT (Internet of Things) will bring the concept of personalization to a level that was unthinkable just a few years ago. As more and more devices are connected to the IoT, it makes sense that the tourism and hospitality industry would begin to harness that data to improve customer experience. As an example, Marriot is about to soft-launch its “Internet of Things room”, offering services like mirrors with on-demand yoga tutorials and digital frames to upload friends and family photos during one’s stay. The more is known about the guests, the better one can please them. For instance, if the IoT data tells that the customer has visited the resort every year for the past three years, it can automatically send a message proactively asking the guest if he would like to make another booking this year. That just saved the customer a step – and guaranteed a booked room – without ever lifting a finger. The same could be used by harnessing information about food selection, excursions and in-room amenities. The opportunities for up-sells and better customer experience are endless: guests can resume their favourite Netflix series right where they left off or play their favourite Spotify playlist as soon as they check in. In addition, bed sensors will know when they are awake or asleep and optimize the room temperature and lightning accordingly. Mobile devices are virtually present in any micro-moment of the booking journey: from research to planning and from booking to post-stay experience sharing, guests depend almost entirely on their phones. Beyond in-room iPads and Wi-Fi access, smart rooms will allow guests to adjust their room lighting, temperature and TV, phone to text the hotel staff...