Amstelveen / The Hague, 5 July 2022 – As the hospitality industry finally climbs out of the crisis, Aruba, part of Hewlett Packard Enterprise, predicts how companies in the industry will proactively leverage technology to deliver an enhanced hospitality experience over the next 10 years.
After a few dramatic years of transformation, with the entire hotel industry implementing critical technological solutions for survival, accommodations and entertainment venues have become increasingly adept at delivering seamless digital-first experiences. However, this reliance on digital technology poses potential challenges for an industry based on human experience. Aruba teamed up with global trend agency Foresight Factory to explore five ways hospitality companies will adapt to changing consumer demands to provide the perfect balance between the digital and physical worlds.
- Hospitality companies will offer access-free options
Building on current contactless trends such as digital check-in and biometric payments, hospitality, entertainment and event companies will be able to welcome guests away from their premises by leveraging innovative technologies such as augmented reality (AR), virtual reality (VR). ) and the meta-verse. In this way, they offer presence-free experiences to visitors all over the world.
- The guest experience begins long before they arrive and continues long after they leave (also called the increase in “pretailtainment”)
Forget looking at pictures or scanning the menu. Going forward, guests will do nothing without first trying out the fully interactive, immersive digital option. As the virtual experience becomes a non-mandatory precursor to the real event, companies will offer more creative, comprehensive and personalized pre-tailtainment that immerses guests in the experience in advance. To round off the overall experience, after-hours service is also offered.
- The guest experience will be a joint venture
In the future, hospitality will form a fully interconnected community of businesses, driven by the same network to deliver a total guest experience. By sharing data, venues will be able to make recommendations for food and drink based on what guests have ordered at other venues or recommend local activities and automatically confirm availability. Elsewhere, community wayfinding and location services can eliminate inconveniences such as waiting times by allowing locations to accurately track arrivals and offer ‘virtual’ queues.
- Hospitality companies will respond to how guests feel, not just what they say
The best customer service gives customers what they want before they even know they want it. In the future, automated on-site systems and biometrics will allow hospitality and entertainment companies to read and respond to physical signals from their guests – adapt music, light and scent to a mood or use predictable AI to respond to the earliest signs of sult.
- Data has become a two-way street where companies are expected to deliver insights back to their audiences
As guests become more concerned about making the right choices (with an emphasis on travel), and more opportunities to make their choices using technology, hospitality companies need to be willing to share data so their audiences can make informed decisions. In addition, companies must be willing to offer more options that benefit the eco-, health- and ethically-conscious guests. Otherwise, they risk losing customers to more willing and considerate competitors.
To meet these expectations, companies need to process the data collected quickly and respond to it. Therefore, it is no longer enough to use Wi-Fi solutions for connectivity only.
“More than ever, the customer experience is the key to the success of organizations. Over the next decade, the customer experience in the hospitality world will be driven by secure integration of both physical and digital technology,” said David van den Berg, Country Manager at Aruba. “Thanks to Aruba’s investments “A well-functioning and reliable network is as normal today as having tap water. In this way, we further expand the user experience and help hospitality organizations make a difference.”
About Aruba, part of the Hewlett Packard Enterprise
Aruba, part of Hewlett Packard Enterprise, is the global leader in secure, smart edge-to-cloud networking solutions that use AI to automate the network while leveraging data to create strong business results. With Aruba ESP (Edge Services Platform) and As-a-Service capabilities, Aruba takes a cloud-native approach to help customers meet their connectivity, security and financial requirements. Across campus, in all industries, data centers and teleworking environments covering all aspects of wired, wireless LAN and Wide Area Networking.
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