Hoteliers and restaurateurs must strike a balance between giving great service for all the customers with exceptional attention to small details. The rooms may be all the same, but the guests expect that service customized to their needs.
That’s why Hospitality is a prime example of an industry which should make good use of automation, machine learning and artificial intelligence. It has a steady stream of available information about individual clients and their preferences and prides itself on how it caters to these individual tastes. Creating better, more personalized service is a bold idea that many in the hospitality industry are already taking action on, with the use of digital technology and machine learning.
The ultimate aim of the use of bold automation tools is to have enough time to prepare for a customer’s needs.
With a large volume of guests going in and out hotels, there is a correspondingly large amount of data collected about their stay. This can be used not only during the guest’s current stay but also in subsequent stays.
Recently, the Carlson Rezidor Hotel Group partnered with Dineout, an Indian online reservation service. Dineout has more than 140 properties and this effectively adds to the hotel group’s flexibility in providing dining choices for its guests. Guests make reservations with their smartphones via the Dineout platform, and this gives guests a user experience geared towards name brands in hotels and F&B outlets. For the hotel group, it provides a venue where the hotel properties are visible and easily accessed through social media and the smartphone app.
There are other ways where machine learning and AI can be used by hotels. For instance, with the use of AI, hotels can predict orders or requests from guests. These include room service or something as simple as a request for cold water or fresh towels.
Better Personalized Service with AI
These services are popular with guests, as a sign of the hotel’s service and attention to guest’s needs. Back in the day, before hotels became commercial chains, the level of attention and service to guests was the foundation of the hospitality business. It was not uncommon for guests to call the staff by their first names. The familiarity between staff and guests was a matter of trust. The staff took the extra mile to anticipate the needs of highly-valued guests.
With machine learning, this can again be true. After a dip in the pool, the guest might want to lounge poolside with a drink. Or they can ask for extra towels. After a stint at the gym, some guests might want to go to the spa for a massage. These are things which require some scheduling, and can be done with an automated system. Learning systems can also predict when there would be a large number of guests at a restaurant, or the number of orders for champagne. It may seem trivial, but having a ready supply of ice cold drinks is well appreciated by a guest.
The ultimate aim of the use of bold automation tools is to have enough time to prepare for a customer’s needs. It keeps them from waiting for longer times, it also keeps them happy and satisfied with the prompt service. Keeping the customers happy also ensures that they enjoy their stay and would help guarantee repeat customers.