At first glance, the degree of digitalization in the hotel industry appears to be less advanced than in other industries, but it has brought disruption, especially in the areas of communication and sales. Digitization in the hotel industry is no longer limited to online bookings, online platforms and online marketing for hotels or the "e-marketing hotel" sector. Today's guest generations expect an excellent digital infrastructure combined with optimal comfort and service. Future generations, such as the Millennials and Generation Z, will have even higher expectations. In addition, operational process optimization and cost reduction in human resource management are just as important as technological developments in areas such as artificial intelligence, data management or marketing automation for hotels. The ubiquity of smartphones in all aspects of life also requires a closer look at digitization in the hospitality industry.

Preconditions & Topic Preparation

Basic requirements in the area of digitization, such as fast, smoothly functioning WLAN throughout the hotel, are not specifically addressed here. Instead, the topic of digitization will be presented along the customer journey, i.e. the digital touchpoints of the guest. It is important to note that all of the proposed solutions are technically feasible and available on the market today.

Inspiration Phase Digital Actions

The hotel guest's customer journey begins before the actual travel phase with the so-called pre-stay phase, which focuses on inspiration, information and booking. The level of digitalization of many hotels in the Alpine region seems to be well advanced: hotels without a web presence (own website, hotel social media) are the exception, multichannel storytelling has replaced pure information provision, and the search and booking options are diverse. The potential is still there. In online tourism marketing, or more specifically in online hotel marketing, especially in the area of storytelling, the guest can be increasingly inspired by the telling of emotional experiences and stories. The focus is on authenticity, and the stories and protagonists must fit the hotel's brand. In this way, the hotel can position itself clearly in the market and differentiate itself from comparable products through targeted hotel marketing.

Digital Experience in Hotels

The fact that the hotel industry in the Alpine region has not yet adapted to the digital self-image of the guest becomes apparent during the hotel stay itself. In the following paragraphs, possible initiatives for digital touchpoints will be highlighted in order to further optimize the guest's stay.

GUEST ARRIVAL

Other potential digital contact moments can be found in the hotel lobby: hotel chains such as Hilton and Marriott have been using concierge robots since 2016. On AIDA's cruise ships, the robot "Pepper" greets guests in several languages, answers questions about the day's itinerary or gives tips for excursions, and reserves spa appointments and restaurant tables.

With a slightly smaller investment, mobile digital concierges can be deployed: interactive information displays that can provide information about the hotel and the region, make reservations for a variety of ancillary services (restaurants, spa and beauty treatments, room service, hiking tours, events, taxis), and relieve front office staff.

The first digital initiatives can be implemented during the check-in process: Online check-in solutions via app or website eliminate the need for cumbersome formalities or handwritten forms. In addition, special user profiles (e.g. for regular guests) can be created to store the guest's special wishes. In addition to the receptionist, a self-service check-in or check-out is available.

IN HOTEL ROOMS

Once the guest has entered his or her hotel room, digital guest folders can be used on the guest's respective end device to provide information in the same way as smart TV solutions: in addition to hotel information, video-on-demand, personalized offers and room service through to streaming services. Guests can also control their hotel room via displays or a tablet: Lights, air conditioning, curtains, music, TV. As an alternative to tablets, voice control systems such as the "Alexa for Hospitality" hotel assistance software launched by Amazon in June 2018 can also take over all information and control tasks via voice command (from lighting mood to ordering extra towels).

The hotel room is another important touchpoint. Instead of a room key or keycard, the guest's own smartphone opens the door: the hotel sends the mobile key to the guest at the desired time, and it is automatically deleted when the guest checks out. This is done in encrypted form and with maximum data security. The guest is thus autonomous and independent of opening hours.

DURING THE STAY

During dinner in the restaurant, thanks to the use of a Customer Relation Management (CRM) or CRM Hotel, there are concrete digital application possibilities: The service employee greets the regular guest by name at the reception desk and informs him or her on the way to the table that a portion of his or her favorite dish is ready. The employee also makes other personalized recommendations and actively upsells. This requires continuously collected guest data that is stored in the hotel's CRM and presented in a structured way: This data comes both from the hotel software and from manual input by hotel employees.

GUEST DEPARTURE

On the day of departure, guests like to check out and pay with their own smartphone. At the same time, the stored door opener is deleted. When the guest leaves, housekeeping is automatically notified to clean the room immediately. The host or receptionist has time to say goodbye to the guest in the hotel lobby.