Info point: Hospitality marketing Read the article on technology trends in hospitality and discuss these questions. 1 Do you think any of the technical features listed are beneficial for marketing? Why? / Why not? 2 What technical features do you like as a guest in a hotel and why? 3 Robots in a hotel: what could they be useful for? 21 a Current trends in hospitality suggest the industry is shifting its focus to new environments in order to satisfy consumer’s ever-growing desire for choice and personalised digital content at their fingertips. The most successful future business ventures will most likely be concerned with data systems, which will collect and analyse personal data and turn it into marketing opportunities. So, in words of Silicon Valley tech investors, the future is here, and data is the new oil. As research and surveys of current trends in the hospitality industry show, the guest’s expectations for special care and personalised entertainment will only be increasing with time. Hotel owners are constantly striving to improve the satisfaction of their guests. The hotel room’s TV and radio are taking a backseat as guests want access to streaming video content, which is increasingly provided by new easy-to-use entertainment portals in the rooms. The hospitality industry also knows that personalisation is the way to gain and retain customers. Many of today’s travellers and especially the younger generations want to book a property that goes the extra mile when it comes to them as a client. Personalisation comes as a beneficial result of integration between hotel systems. For example, connecting a property management system (PMS) to another smart tool, such as a direct messaging app, will allow companies to create a detailed customer profile, which can translate into a personalised upsell offer. This results in a personal text message, which lets guests know that their specific needs can be met by the hotel. Also, enabling guests to choose their preferred means of communication is another great way of personalising the stay. So how can guests interact with the technology itself? Smart appliances and automation solutions like automated temperature control, lighting, alarms, blinds, and other technological innovations are contributing to improved customer satisfaction. Artificial intelligence (AI) and virtual reality will increasingly become trends in the hospitality industry. This enables the guests to plan their day more efficiently from the comfort of their rooms using the hotel entertainment portal. Alternatively, they could virtually zoom in on the biggest shopping centre in the city to look for their favourite places to shop. If guests do not feel like going out for a meal and just want to stay in, they can use the same screen to order room service, check prices or request a special massage treatment from the hotel’s facilities. Using new technologies in hospitality offers countless possibilities. Even if guests are not satisfied with the customer service, have a complaint, or the details of their reservations have changed, there is no more waiting at reception; it all works by pushing a few buttons on the remote control. Link the words 1–8 with A–H to create word pairs. Then look at the text again and check your answers. 1 current A content 2 digital B entertainment 3 personal C reality 4 personalised D innovations 5 smart E appliances 6 technological F trends 7 artificial G intelligence 8 virtual H data Write sentences using the word pairs in 21b. b c 52 Language skills Extras Explore 4 It’s all about advertising Nur zu Prüfzwecken – Eigentum des Verlags öbv
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