DUBAI, UAE — As it finally begins to emerge from crisis mode, new forecasts from Aruba, a Hewlett Packard Enterprise company, reveal how hospitality businesses will proactively use technology to deliver an enhanced overall guest experience over the next decade.
After a few transformative years, during which the entire industry adopted 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. HOSPITALITY COMPANIES WILL SERVICE 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” all over the world.
2. THE GUEST EXPERIENCE STARTS WELL BEFORE THEY ARRIVE AND CONTINUES LONG AFTER THEY DEPART (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, comprehensive and personalized ‘pretailtainment’ options. Meanwhile, post-stay services will also be available, completing the total experience.
3. THE GUEST EXPERIENCE WILL BECOME A COMMUNITY ENTERPRISE
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. Sharing data allows venues to make food and drink recommendations 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 track arrivals accurately and offering ‘virtual’ queues.
4. HOSPITALITY COMPANIES WILL SEE HOW GUESTS SEE, NOT JUST WHAT THEY SAY
The best customer service means 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 COMPANIES EXPECTED TO GIVE 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 location, create a sustainable model and ensure repeat business. Further automation, using next-generation technology systems, will help locations read and respond to guest signals throughout their entire 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.
“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 data collected must be quickly understood and used accordingly. Therefore, it is no longer sufficient to only deploy Wi-Fi solutions for connectivity.
“To find the right recipe for success, hospitality businesses must 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 – what the future holds. also brings.”
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.”
About Aruba, a Hewlett Packard Enterprise Company
Aruba, a Hewlett Packard Enterprise company, is the global leader in secure, intelligent edge-to-cloud networking solutions that use AI to automate the network, while leveraging data to drive powerful business outcomes. With Aruba ESP (Edge Services Platform) and as-a-service options, Aruba takes a cloud-native approach to help customers meet their connectivity, security and financial requirements across campus, branch, data center and remote worker environments, covering all aspects of wired, wireless LAN and wide area networking (WAN).
For more information, visit Aruba at www.arubanetworks.com. For real-time news updates, follow Aruba on Twitter and Facebook, and for the latest technical discussions on mobility and Aruba products, visit the Airheads Community at community.arubanetworks.com.
About Foresight Factory
Foresight Factory’s consumer trends and data insights have helped their customers look beyond. Discover different, better answers so they can look further. Combining human and machine intelligence, they interpret changing behaviors and signals to discover what matters most to consumers, today and tomorrow. Enabling brands to know what they are doing, when and why.
With teams in London, New York, Seattle and Singapore, Foresight Factory implements global trends that meet four strategic goals: remove uncertainty, enhance brand relevance, drive long-term growth, and optimize spending.