New Technology Trends in Hospitality Industry - Assignment Example

New technology Trends in Hospitality Industry Introduction In reference to Claviez , Information, Communication and Technology (ICT) is rapidly changing the world and the hotel and hospitality industry has no special exception. Hotel and hospitality guests are people who stay and experience technological changes in the world. Throughout the evolution of the hotel and hospitality business, the guest is the driver. The dominant revolution in guest behavior, as seen in recent years, has been in the jurisdiction of technology (Brandau, 2009). In reference to David (2009), hospitality guests are progressively tech-savvy hence they demand higher and higher standards. They always want something different. These fast-changing guest-standards are gradually becoming difficult for hotels to reach unless they cope with the changes (Magnini, Honeycutt & Hodge, 2003). David (2009) outlined that the technology developments are adopted at a relentless pace. Consequently, it is getting difficult for leisure providers, hotels and hospitality industry service providers to keep up with recent technology changes, save looking into the future. However, the improvements and savings that technology can deliver mean that directors and managers really need to keep one eye on their organizations while the other seeks to stay ahead of their guests (Claviez, 2013). According to Brandau (2009), demands of guests are changing with the changing technological environment; not just with the projections of the technology industry. The current trend, which the hospitality must stay awake about, is mobility. Mobile forms the new face of computing as gadgets such as smartphones and tablets revolutionize the way people interact with technology. The Hospitality industry is no special exception to this revolution, and in some cases experience the most effect (Magnini et al., 2003). In reference to Irvine (2008), often, there has been the anticipation that mobile technologies could have minimal impact because hotels and other hospitality providers are fixed entities (Garver, 2002). However, this fairytale has been thoroughly buried. Mobile phones, tablets, laptops and smartphones have become serious machines on both sides of the check-in desk, that is, to both the hospitality providers and the customers. They have become relevant in the human life, becoming even basic requirements to certain individuals (Baucom & Grosch, 1996). According to Claviez (2013), the mobility gadgets have become part of us, the human species. I and other people, lately, use our mobility gadgets for almost everything save to just booking hotel reservations and order transportation. This essay studies the new technology trends in the hospitality industry and mobility trend in particular. Subsequently, the study examines the meaning and importance of mobility in relation to the hospitality industry. Additionally, the study evaluates related trends that influence development of mobility and its consequent results (Pizam, 2010). Definition of mobility in relation to the hospitality industry According to David (2009), by dictionary definition, mobility is the ability of something or someone to move freely and easily in different levels of the society. As people move, from one level to another, they carry certain valuable with them to the next level. The technological advancement and the new information era have ensured that people need to stay keep their valuables and keep updated all the time (Garver, 2002 & Piccoli, Spalding & Ives 2001). Whether for leisure or work, nowadays people carry their items whenever they are. Technology has changed ‘bring your device’, BOYD to ‘bring your content’ BOYC (Baucom & Grosch, 1996). Moreover, the same technology has provided the devices for carrying these items in the names of mobile devices such as laptops, mobile phones, iPads and notebooks among others. These gadgets have become important to the hotel and hospitality industry in many ways. While people carry these devices with them, hotels must provide means of using them to ensure customer satisfaction (Pizam, 2010 & Ross, 2006). The mobility Trend The European Conference on Research Methodology for Business and Management Studies and Ashwin (2011) argued that mobility is viewed as the most upsetting technology innovation in the business world today. In the previous few years, mobile devices and gadgets have developed and passed the era of enabling business data and emails on the move (David, 2009; Piccoli et al., 2001). Currently, mobility devices have introduced capable services and applications that change the way companies and organizations do their business. Mobility aids companies in leveraging contextual data to experience utmost and effective customer outreach (Jin-zhao & Jing, 2009). Today mobility technologies have unstrapped businesses from their physical locations, unlocked enormous business value, and released innovative solutions to help businesses organizations grow. Enterprises are at the summit of realizing the enormous potential of mobility, and the hospitality industry has not been left out (Baucom & Grosch, 1996). Ways that Hospitality Companies can flourish with mobility In reference to Bojanic & Rosen, (1994), as previously mentioned, guests have changed from BOYD to BOYC. The study revealed that 99% of guests traveled with at least one mobile device (Brandau, 2009). Of those respondents, 45% carried with them two devices during travel and 40% traveled with at least three or more devices. These guests’ devices carry a lot of content such as entertainment content like movies, games and music among others and data and information. Guests with their own devices have consequences for more than just bandwidth (Irvine, 2008). They expect to find equipment in the hotel or from the hospitality provider that will enable them to use their devices. For instance, guests expect to find syncing services like Roomlinx and Shodogg that allows guests to attach their gadgets to the television (Pizam, 2010 & Piccoli at al 2001). Garver (2002) argues that while installing such devices in hotel rooms might be expensive; the rewards might turn to be positively enormous. Customers will prefer hotels that can enable them read their data to those that cannot (Leahy, 2008 & Piccoli, 2008). Additionally, customers will also more direct to companies that can enable them watch their movies or listen to their songs in their gadgets endlessly to those that provide a few selection on the hotel room table or drawer that might even be boring (Garver, 2002). Nevertheless, because using mobile devices has become so rampant hotels must provide necessary techniques and professionals that can intervene in the case of device malfunctions (Brandau, 2009 & Ross, 2006). Bojanic and Rosen (1994); Piccoli (2008) outlines that mobility is not just among guests as many hotels and hospitality providers have decided to adopt mobility in different fronts. On major front of adopting mobility is in management system (Reid & Bojanic, 2010). Such elements include employee database, customer registration, bookings and signing outs and crucial management databases. City Nites, for example, accesses its hotel management information system on Apple iPod’s (Magnini et al., 2003). This easy access anywhere everywhere has helped to eliminate the old-fashioned manual registration desk processes. Moreover, this enables the hotel team members to meet and greet their customers and guests at any location (Jin-zhao & Jing, 2009). Consequently, the hotel has been able to improve its customer personalization of the check-in and check-out experience (Murcott, 2013 & Piccoli, 2008). Nevertheless, there is a reduction of related costs associated with the motionless reception desks. These benefits are not earmarked for just large hospitality providers only. The small-scale or low capital expenditure investment hospitality providers can also invest in such technology to improve their customer relation (Baucom & Grosch, 1996). In reference to Information Resources Management Association and Khosrow-Pour (2002) the mobility trend is important to both the guest and the service provider. Some of the mobility devices provide experience to both staff ad guest (Murcott, 2013 & Ross, 2006). For example, stayintouch.com has developed an application tablet that enables hotel staff and guest to interact at whatever point in and out of the hotel (David, 2009). It is a new service that, as they claim, has brought a paradigm shift in hospitality and retail industry. The App enables mobile empowerment of the staff and removes barriers to allow service provision to guests anytime wherever they are located. Such service provision creates a deeper connection between hotels and guests as the front desk is pushed into a concept rather than a physical reality (Garver, 2002 & Piccoli et al., 2001). In reference to Irvine (2008), the App supports seamless check-ins in hotels. For instance, it ensures quick and seamless check-in by giving guests a smart tablet at the door. This is a welcomed interaction between the customer and the hotel management compared to long lines that customers often experience at the front desk (Zhou, 2004). In addition, the tablet device will give hotel employees the opportunity to exhibit images of an upgraded service or room to guests. Through that customers can form an opinion on the hotel a fact that can result in additional revenue (Jin-zhao & Jing, 2009 and Yang & Fu, 2007). The rover app extends service deliver to hotel check-in, check-out, folios, extended stay, payments and loyalties (Harrison, 2003). Additionally the app enables automatic room allocation, room assignments to staff, guest service request, booking reviews and guest messaging. Through this, both the staff and the guest can interact while delivering and receiving services respectively (Baucom & Grosch, 1996). In the hospitality industry, the efficiency and effectiveness of the check-in, check-out and another process is a topic of great debate and study. Through the StayNTouch app and tablet hotels can enhance their check- in experience and minimize the amount of time our guests must wait before checking in or out. Such an experience can create customer loyalty and become a competitive advantage (Pizam, 2010). According to Harrison (2003) and Reid and Bojanic (2010), like other mobility devices the stay in touch device supports service provision in guestroom amenities to increase sales and client satisfaction. In-room devices enable guests to control music, TV, order room service, control air conditioner, make lobby reservations, make restaurant reservations request maintenance, and more without calling a caretaker (Lee, Barker & Kandampully, 2003). The tablets, when given to guests in the room can also be used for planning wake-up calls and displaying the morning weather. In addition, guests can aggregate local events and news to without having to turn the TV on to keep themselves informed. With the mobility devices, guests become more empowered to customize or modify their experience in the hotel (Brandau, 2009; Ross, 2006). In addition to mobility, there are certain other technological advancements that lead to mobility. One such trend is the Lobby as the Technology and Epicenter Social (Jin-zhao & Jing, 2009). Almost all hotels have lobbies (Harrison, 2003 & Piccoli et al., 2001). Communal outlets, tables, and charging stations encourage more than just traffic for transaction in hotel lobby spaces. People enjoy working at the lobby while some enjoy having time-out after a frustrating office work (Oparanma, Hamilton & Seth, 2009). More and more guests are viewing lobbies as a fashion to get work done while enjoying the networking opportunities and atmosphere. They, therefore, carry their laptops and other mobility devices to such hotel lobbies work and enjoy at the same time (Baucom & Grosch, 1996). As such, it important for hotels to provide the necessary requirements for such guests that will enable them to enjoy their time and come back for more (David, 2009). Such guests often need charging stations, tables Wi-Fi and electricity backup systems. Hotels have been seen Investment more in Guests and “Free” Wi-Fi. The study indicated that 87% of guests polled respondents think that Wi-Fi should be a free social amenity (Jin-zhao & Jing, 2009). The study showed that the drive toward Wi-Fi as a basic commodity has moved renowned hotels like Viceroy New York and Public Chicago to offer free Internet access in exchange for guests email addresses. The hotels would then use the emails for their marketing purposes (Harrison, 2003; and Lee et al., 2003). Information Resources Management Association and Khosrow-Pour (2003) stated that another trend that is a means towards hotel industry mobility is an automated service. As the hotel industry evolved guests wage more preference to Automated Services. A study (David, 2009 & Harrison, 2003) showed that, over 85% of guests prefer online services to requests for room signing in, room service to housekeeping and most other hotel requirements (Murcott, 2013). During the poll, 91% of guests admitted that they checked in or would check in using automated or online services. In the hotel industry, these services are no longer marginal assistances but expected services by the guests (Brandau, 2009). According to Lee et al. (2003), automation does not juts include signing in or out or for automatically calling room service. The services include automated heating and cooling systems, Televisions, lights and other appliances. Through technology, now can access operations with the ability to configure, manage, and update details distantly, from any Internet connection. This enables guests to use one remote to control drapes, lights, music, TV, temperature, request valet and schedule wake-up calls among others. As previously mentioned, the guests can connect their mobility devices on these machines, and in addition to the internet connection, obtain utmost mobility experience in such hotels (Baucom & Grosch, 1996). Personal Opinion In my view as a hospitality professional, Mobility has significantly impacted the way I work and interact both with guests and coworkers on a daily basis. I don’t have to walk around visiting guests and knowing their states because I know that they will communicate to me whatever they need through tablets. Similarly, I have become more productive, efficient and accurate in my work because of the precision to which guests require their services. It’s no doubt that the growth in mobility device technologies has significantly altered the way many organizations do business today. In the hospitality industry, guests change their demands in relation to technological changes (Brandau, 2009 & Ross, 2006). Meeting the demands of such guests is difficult especially due to the fact that most of the guests are technology-era personalities who can hand the devices in different ways. I have learned that, technology in the hospitality looms large, both in its ability to frame the guest experience and for the guests to share that experience with others. Technology provides immediate feedback. The imminence of feedback requires hotel developers, professionals, owners, managers and operators to adjust immediately and accordingly. Professionals must lead in understanding how the technology trends are influencing everything in hospitality from bookings to overall guest experience. As a professional I have also learned that development is not anybody’s game anymore. Only those with knowledge, experience and skill need apply. Today’s hospitality industry needs proactivity and proven results, otherwise guests will look elsewhere. From the perspective of my industry, these new technology rules are not just a fashion or a trend-they are the reality and way of the future. A professional like me must acknowledge, adapt, train hard, think beyond guests’ demands to ensure that guests’ demand what we can and are able to provide. Conclusion Claviez (2013) outlines that mobility has significantly impacted the way people work and interact on a daily basis both with customers and coworkers. The mobility devices have endowed consumers to make informed purchasing decisions and control their purchasing power (Xiang & Tussyadiah, 2013). Similarly, organizations have given their employees the ways of becoming more productive, efficient and accurate in their jobs. The growth in mobility device technology has significantly altered the way many organizations do business today. In the hospitality industry, guests change their demands in relation to technological changes (Brandau, 2009 & Ross, 2006). Before the age of the mobility devices, often impatient and tired travelers became frustrated when waiting for hotel staff to search for reservations manually, assign a hotel room and process requests for extra services and upgrades. The processes for training hotel staff and employees, responding to maintenance requests from guests and fulfilling orders of room service were not streamlined. Such practices compressed the value of hotels and hospitality customer service provided to such guests. However, now things have changed, and customers experience better services, thanks to constant technological advancements (Claviez, 2013). References Baucom, A. H., & Grosch, R. J. (1996). Hospitality design for the graying generation: meeting the needs of a growing market. New York, Wiley. Brandau, M. (2009). Restaurants reap the rewards of loyalty initiatives. 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