The hospitality industry has seen a seismic shift over recent years, prompted by the pandemic and shifting guest habits. At the forefront is the development of contactless hospitality, a package of technologies and services aimed at reducing physical touch points but enhancing convenience, safety, and personalization. Hotels, resorts, and holiday rentals today are transforming the guest experience by adopting easy digital solutions to address the requirements of a new class of travelers.
What is Contactless Hospitality?
Contactless hospitality describes technology being deployed to provide visitors with information and services without the human touch. It mainly operates on:
- Mobile check-in and check-out
- Digital room keys
- Voice or app-activated room amenities
- Online concierge and messaging
- Touchless payment options
- Automated request for services
These technologies are intended to make life easier, make life more convenient, and give the guests full control of their stay.
Why the Shift
Some of the key reasons for quick contactless hospitality solution adoption include:
- Health & Safety Concerns
The COVID-19 crisis totally reoriented priorities so that social distancing and hygiene were a concern for both guests and staff members.
- Technology Shifts
Shared use of smartphones, internet, and smart devices has introduced digital-first experiences as convenient and the norm.
- Demographic Shifts
Millennials, Gen Z, and young traveler use self-service amenities, digital media, and immediate messaging.
- Front desk automation, room requests, and billing conserve labor and minimize mistakes.
Benefits of Contactless Hospitality
- Greater Guest Convenience: Guests are freed from the front desk, can handle room preferences on their own devices, and order services to their own schedule.
- Greater Personalization: Electronic systems are able to track preferences and provide or suggest services thereupon.
- Improved Safety: Contact reduction diminishes disease transmission, bringing peace of mind to staff and visitors.
- Improved Guest Satisfaction: Convenience and ease will lead to increased ratings and repeat business.
- Challenges and Considerations :Contactless hospitality is not without its drawbacks either:
- Technology Integration: System integration (PMS, mobile apps, locks, etc.) in a manner that work together in harmony.
- Guest Flexibility: Not all guests are tech savvy; there has to be something for the technophobes.
- Safety of Information: Processing personal and financial information requires having sufficient cybersecurity.
- Loss of Warmth: Service excellence and emotional aspects that are typical of hospitality are diluted.
Shaping the Future
To be successful in the new world, hospitality businesses must:
- Invest in Flexible Technology: Invest in flexible platforms that can grow with emerging trends.
- Combine the Digital and Human Touch: Offer guests contactless and face-to-face options to meet different guest needs.
- Train Staff in Technology and Service: Train staff on how to serve guests on technology platforms with warmth and courtesy.
- Collect and Act on Feedback: Utilize guest feedback to further refine and personalize the digital experience.