Guest experience: how to combine technology and human touch
So, then, what do guests want? Do we simply have two groups. Millennials in search of the ultimate digital experience, and others who are more sensitive to the human touch?
The guest experience mirrors consumption habits; that is to say, it is increasingly impacted by digitisation and all of the tools and innovations it encompasses. From having a tablet in the hotel room to using a conversational platform, there are various opportunities available for hotels seeking to attract a more “connected” clientele. Hotels are prepared to invest large sums here, because they are all aware that a successful guest experience will have positive consequences for their reputation and for guest loyalty.
Hospitality Technology’s 2018 Customer Engagement Technology Study shows primarily that 41% of guests would like to have their room key available on their phone, while 35% of hotels are able to provide this service. This gap is certainly narrowing, but lots of hotels are still hesitant to take the first step towards this.
Guests want to have several options when it comes to personalising their experience. But this doesn’t mean that they want to stay shut in their room and avoid all human contact. On the contrary: guests also want to experience the human relationship that lies behind the product or technology. Indeed, a study conducted by Voxpro found that 68% of guests say that they have not yet communicated with a brand via a chatbot.
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