Written By: Katerina Berezina, Ph.D., CHTP, CRME
When reflecting on my entire HITEC experience, I was asking myself questions about what I have seen and where technology is going. Overall, I have noticed that hospitality technology is moving towards integration and convergence in order to ensure seamless user experience. I call it “unique and united.” This means that different players in the hospitality technology field are bringing together their expertise to build a united eco-system that may ensure a unique experience for each user. We are connecting different systems to be able to differentiate and recognize every customer, and tailor the experience to their needs and preferences.
Nowadays, hotels work with an extremely diverse group of customers. Some customers discover hotels in printed catalogs, on billboards or during a conversation with a travel agent; while others come to hotels via meta-search, opaque travel agencies or flash sales websites. Some customers shy away from using technology and are more comfortable with doing things the way they have been doing them for years. However, other customers keep abreast with the latest developments, they are connected and they are “smart” (e.g., using smart devices, living in smart homes, etc.). In light of all these changes, every hotel should answer a question: Am I as smart as my customers?
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