Opinion: Roger Bannister on digital transformation

Roger Bannister is business development director for information and communications technology and cloud services company Timico. He discusses how hospitality businesses are embracing digital trends to stay relevant

Traditional brands in the hospitality sector are under increasing pressure to innovate. Technological advances have placed the power squarely in the hands of customers, who now have more options than ever before.

Challenger brands that previously couldn’t compete on size are now focusing on customer-centric business strategies to stand out. By revolutionising service, improving the user experience and making transactions seamless, they are taking market share from older, legacy brands.

To avoid falling by the wayside, established brands must enhance the user experience using digital transformation strategies and innovations to improve their offering.

The hotel sector is leading in this. One example is augmented reality (AR), which has the ability to deepen a customer’s experience, making it truly unique and immersive. Apps can let a guest view a hotel through a phone camera, and then overlay links and images to create an in-app tour, keeping the customer informed of the facilities during their stay.

Artificial intelligence (AI) is also proving to be a gamechanger when it comes to revolutionising the customer experience. Virtual receptionists and interactive bot concierges are also being used by hotels. Virtual receptionists can greet customers who have booked their hotel stay through an online account by name, and even suggest activities and trips to the guests based on their pre-chosen preferences. Bot concierges are increasingly being used too, by large companies such as Marriott and Hilton. These chat-bots can liaise with customers, or potential customers, through automated messenger systems. Some brands are using Facebook Messenger and WhatsApp, and have them ‘manned‘ by bots to enable always-on customer service – the key to keeping customers happy 24/7.

Big search/booking sites have become so powerful because they offer choice and make customers feels they are finding bargains. Instant decisions can be made with a mobile device – which is where hospitality brands must place an emphasis. Over one-third of people now book hotels on a mobile device.

Every new generation is becoming more dependent on digital. The opportunity to flourish is here, but only if businesses rise to the technological challenge. •

AR has the ability to deepen a customer's experience, making it truly unique and immersive