Get Smart: Rethink the Role of Technology in Hospitality
Hospitality has always been about face-to-face connections and brand touchpoints. But the recent health crisis has forced the industry to rethink how they interact with customers on-property. We鈥檝e already looked at rethinking brand touchpoints as touchless points鈥攁nd now we鈥檙e taking a deep dive into how technology can help brands transition to the new normal. Here are a few ways properties can use technology to help bolster convenience, safety and social distancing.
A coded message
When QR codes were introduced a few years ago, they seemed to be everywhere鈥攂ut just as quickly as they appeared, they seemed to disappear. However, now that being contactless is a must, QR codes are back in the spotlight. One example: When reopened last month, posters were placed around the property to share their Covid-19 policies鈥攁nd the posters included a QR code that led customers directly to a page on the resort鈥檚 website with Covid-related information. All the customers need to do is point their phone鈥檚 camera at the code, and the webpage loads.
There鈥檚 an app for that
Property-specific apps have seen an uptick in recent years, but expect that to become more commonplace going forward. Customers can check in/out, order room service, schedule spa services and more鈥攁ll helping to reduce the need for face-to-face interactions.
Bring in bots
Another way to achieve contactless communication? Chatbots. This AI technology can direct customers to check in/out online, help schedule services, answer questions and more. Chatbots can also help disseminate important information regarding current policies like available amenities, capacity limits and safety regulations.
Touchless menus
Prior to the coronavirus pandemic, little thought was given to restaurant menus that were inevitably handled by countless people. But now, customers are hyper-aware of items like menus that facilitate the spread of germs.
In the interim, many restaurants have switched to single-use paper menus, but in the long-run, that may not be the most sustainable option. So what can eateries do? One idea: utilize QR codes. Simply upload menu(s) to your website and embed the link in the QR code. (Plus, having menus online makes it easier for patrons who want to order room service or food to-go.)
No more room keys
Some properties were implementing keyless entry before the pandemic, but expect this to become the norm going forward. Coupled with mobile check-in/check-out, digital keys can help eliminate the need for face-to-face interactions at the front desk.
Go paperless
Going paperless is no longer just a way to be more sustainable鈥攊t鈥檚 also a way to minimize contact with customers. Instead of paper receipts, provide receipts via email. Customers鈥攁nd Mother Nature鈥攚ill thank you.
To continue the conversation and learn more about how you can implement technology at your property, reach out to Lynn Kaniper at lkaniper@danacommunications.com or 609.466.9187 ext. 117.