Every month, we round up the top stories from the world of hospitality. Covering everything from new hotel technology to industry thought-pieces to the latest travel developments, this is the month in hospitality!
AAA Updates Its Hotel Assessment Guidelines to Include Technology Capabilities
In a sign of just how much technology has impacted the hospitality industry, AAA announced this month it will now add ‘technology capabilities’ to its list of criteria when assessing hotels.
It may come as a surprise to those outside the industry, but until now, the AAA didn’t consider technological capabilities as an essential aspect of the diamond rating process. As North America’s premier hotel rating program, the AAA diamond rating process has come to represent something akin to the Michelin star rating for restaurants, identifying those establishments which have gone above and beyond to evolve the concept of luxury hospitality.
Along with the traditional ‘signifiers of luxury’ like curb appeal, décor and layout, inspectors now consider things like free WiFi, USB ports, mobile apps, mobile key technology, kiosks and digital messaging services when evaluating hotels.
With just 0.4% of hotels reviewed achieving Five Diamond status, it’s a coveted award that still divides the industry. Under the new guidelines, hotels will need to stay up-to-date on new technologies as well as maintaining the highest standards of hospitality.
To read the full story, click here.
Apps could provide the answer to sustainable tourism troubles
Sustainable tourism has been a real hot button in 2018. 2017 saw a 7% boost in overseas tourism, leading to cities across the world, previously keen to encourage any and all tourism, calling for greater control over visitor numbers.
In cities such as Barcelona and Venice, the issue has become so pronounced, locals have taken to protests and vandalism. So it’s no surprise that companies across industries are scrambling to develop means of controlling the flow of tourists. Aquarium Software, a travel insurance technologist company, argued this month that a connected, cross-industry approach is the only viable solution. At the forefront of this approach, of course, lies mobile technology and data.
Aquarium Software Director, Mark Colonnese explained, “The whole travel industry has a role to play in addressing toxic tourism,” adding, “barriers and temporary closures are not long-term solutions.” With smartphones now a ubiquitous part of travel, they are an ideal technology to inform travellers about the best times to travel. Aquarium argues the development of an app capable of compiling information from multiple sources, including insurers, tourists, hotels, airlines and travel agents, is essential to managing the flow of tourism. Through this data, information can be deployed to deliver the unified thinking necessary to assess appropriate visitor numbers and where necessary, take steps to sensibly limit them.
The app can also go some way to promoting lesser known locations, diverting tourists to quieter haunts easily capable of managing additional visitors.
To get the full lowdown on this story, click here.
Adobe announces innovations for travel & hospitality brands
In the world of travel, the relationship between brand and consumer is rarely a case of cause and effect. As traveller expectations shift from the one-size-fits-all package to bespoke experiences, travel brands are fighting to stay ahead of the curve. That’s why Adobe has stepped up with a tool that promises to redefine the customer journey.
The company announced this month that travel companies would now be able to use the AI platform Adobe Sensei to harness the power of customer data. By gathering information across a wide array of customer touchpoints, travel and hospitality companies can now develop a more holistic approach to understanding customers as individuals.
Likewise, with Adobe Target, travel brands can now leverage consumer intent online to better predict what content and products travellers might want next. With this technology, brands can personalise offers and create a unified cross-device customer profile.
It’s a smart move from the software giants; with 9 of 10 of the world’s biggest hotel chains and 7 of the 10 largest airlines already using their Adobe Experience Cloud to craft customer experiences. Based on the recent stat that just 31% of travel companies are currently seen as ‘experience-driven businesses’, these industry innovations couldn’t come soon enough.
You can get the full story here.
Amazon’s Alexa becomes a digital butler at Marriott Hotels
The hospitality industry has been awash with chatter about the potential value (and pitfalls) of using voice recognition to enhance the guest experience. One company already convinced of the technology’s merits is Marriott International. This month the global hotel chain announced a partnership with Amazon to install Alexa digital assistants in a number of select locations.
The move signals Amazon’s first foray back into the travel industry after the ‘Amazon Destinations’ fiasco in 2015.
To power the deployment, Amazon developed Alexa for Hospitality, a bespoke variant on its digital assistant software designed specifically for hotels. The devices enable guests to request hotel information, contact hotel guest services, adjust in-room devices, as well as accessing the usual selection of Alexa skills.
Following the announcement, vice president at Amazon Daniel Rausch said: “Customers tell us they love how easy it is to get information, enjoy entertainment, and control connected devices by simply asking Alexa, and we want to offer those experiences everywhere customers want them. Alexa for Hospitality makes your hotel stay a little more like being at home and gives hospitality providers new ways to create memorable stays for their guests.”
The software can even integrate with existing hotel technologies. Guest requests are routed to the appropriate hotel property management systems, reducing or eliminating the need to retrofit or upgrade existing software.
Be sure to check out the full story at Mobile Marketing Magazine here.