Technology will redefine total guest experiences over the next decade

New forecasts from HPE Aruba and global trends agency Foresight Factory outline five ways technology will change the industry.

Now that it’s finally starting to come out of crisis mode, new predictions of Aruba, a Hewlett Packard Enterprise company, reveals how hospitality companies will proactively leverage technology to deliver a better overall guest experience over the next decade.

After a few transformative years, with the entire industry adopting critical technology solutions for survival, hotels and venues have become increasingly adept at delivering seamless digital-first experiences. However, if they look ahead, this reliance on digital technology poses potential challenges for an industry built on human-to-human experiences. Aruba teamed up with global trends agency Foresight Factory to discover five ways hospitality businesses can adapt to evolving consumer demands to provide the perfect balance between the digital and physical worlds.

1. Catering companies are going to offer presence-free options

Building on current contactless trends such as digital check-in and biometric payments, hospitality businesses can welcome guests who are completely away from their premises, using innovative technologies such as Augmented Reality (AR), virtual reality (VR) and the metaverse to deliver presence-free experiences. offer to ‘visitors’ anywhere in the world.

2. The guest experience starts well before they arrive and continues long after they leave (aka the rise of “pretailtainment”)

Forget looking at pictures or scanning the menu. Going forward, guests won’t do anything without trying the fully interactive, immersive digital option first. As the virtual experience becomes a non-negotiable precursor to the real event, companies will offer more creative, expanded and personalized ‘pretailtainment’ options. Meanwhile, post-stay services will also be available, completing the total experience.

3. The guest experience has become a community affair

In the future, hospitality businesses will form fully connected communities of businesses around them, powered by the same network to deliver a total guest experience. By sharing data, venues can make recommendations for food and drinks based on what guests have ordered at other venues or recommend local activities and automatically confirm availability. Elsewhere, community signage and location services can eliminate inconveniences such as wait times, by giving locations the ability to accurately track arrivals and offering ‘virtual’ queues.

4. Hospitality companies respond to how guests feel, not just what they say

The best customer service involves giving customers what they want before they know they want it. In the future, automated on-site systems and biometrics will enable hospitality establishments to read and respond to physical cues from their guests – by adapting music, lighting and scent to a mood, or responding to the earliest signs. of hunger using predictive AI.

5. Data has become a two-way street, with hospitality businesses expected to provide insights back to guests

As guests become more concerned about making the right choices (with a particular focus on travel) and more empowered to do so with technology, hospitality establishments need to be ready to share data to help them make decisions. In addition, they must be willing to offer more options that cater to eco-, health- and ethics-conscious people, or risk losing business to more up-and-coming and considerate competitors.

“By creating a personalized experience based on data and insights, venues can improve service levels,” said Sanjeev Katwa, Chief Technology Officer, Tottenham Hotspur. “In the same way, AI and predictive modeling will allow for a much more efficient use of the location, create a sustainable model and ensure repeat business. Further automation, using next-generation technology systems, will help venues read and respond to guest signals throughout their experience. †

To meet these expectations, the data collected must be understood quickly and acted upon accordingly. Therefore, it is no longer enough to just deploy Wi-Fi solutions for connectivity.

Zeeshan Hadi, Country Manager, UAE at HPE Aruba

“Over the next decade, innovative technology will completely revolutionize the hospitality industry – merging the physical and digital worlds to enhance the customer experience,” said Morten Illum, Vice President, EMEA for Aruba, a Hewlett Packard Enterprise company.As the journey progresses, guests expect the same level of well-designed, personalized, and engaging interactions — no matter when, where, or how they choose to participate. To meet these demands, the collected data must be quickly understood and acted upon accordingly. Therefore, it is no longer enough to just deploy Wi-Fi solutions for connectivity.

“To find the right recipe for success, hospitality businesses need to ensure they have a high-performing, secure, reliable and automated network that can facilitate both current and future digital innovations and deliver total guest experiences that continue to surprise and delight. – whatever the future may bring.”

Zeeshan Hadi, Country Manager, UAE at HPE Aruba, said: “Technology is changing the hospitality industry at an unprecedented pace. The pandemic has fundamentally changed and in many cases has accelerated the need for digital transformation across the industry. Today’s guests expect a frictionless experience from start to finish. To make this happen, hospitality providers must leverage IoT devices and security at a true convergence of infrastructure. And the basis of all this is a robust, secure and intelligent network.”

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