Hotels are becoming more and more high-tech. Automation covers more and more aspects of running a hotel every year — starting from energy and resource-saving systems to online revenue forecasting and guest preference prediction systems.
However, even the solutions that are great and can bring tangible benefits to the hotel are not always utilizing to their fullest potential. Why? You may be surprised, but it’s psychological!
Inability to capitalize on technologies to the fullest extent can be caused by fear of new technologies and reluctance to deal with customer requests through unconventional channels.
It’s important to understand that implementing new technologies one by one is often impossible and requires taking a comprehensive set of measures, which entails a number of issues. To start with, hotel staff is rarely welcoming of innovation out of fear that they won’t be able to adjust to the new responsibilities and will eventually lose their job over this. Rejection of reorganization is often explained by psychological factors.
Sometimes hotel owners themselves don’t realize that leaving archaic technology behind can lift the routine workload off the staff and free up that time to deal with revenue management and service.
Simple arguments — “this is what we’re used to” and “we prefer face-to-face interactions with guests”, even though these practices are the primary detractors of the guest experience. The hotel is then forced to face both ways — on the one hand to the guest, on the other to the hotel owner in an attempt to maximize profits and keep or even improve customer service, which is exactly the problem new technologies are designed to tackle.
Having said all of the above, we can recommend hotels to be prepared to spend additional time and resources on implementing efficiency-oriented technologies. If your choice was correct, the innovation would greatly benefit the hotel for decades to come.