It’s the warmth of the welcome, the empathy in the service, and the genuine connection forged between guests and hotel staff. These are the soft skills that can elevate a stay from merely functional to exceptional.

While the digital revolution has transformed to offer greater operational efficiency and convenience, soft skills are the crucial facet of hospitality that remains steadfastly human.

These skills are indispensable for hotel operations professionals and how they are the key to creating unforgettable guest experiences that technology alone can not achieve.

The Essence of Soft Skills in Hospitality

Soft skills are the essential qualities that empower individuals to connect effectively with others through interpersonal, communication, and emotional intelligence abilities. In the hospitality industry, these skills serve as the cornerstone for delivering exceptional guest experiences and fostering a successful business. Here are some vital soft skills that every hotel professional should embody:

Empathy

Visitors arrive with a variety of backgrounds and emotions during their stay. Practising empathy allows you and your team to establish a personal connection with guests, showing them that their feelings are acknowledged and appreciated. Whether a guest is marking a milestone or dealing with a difficult circumstance, empathy plays a crucial role in leaving a lasting positive impact.

Communication

At the core of hospitality lies effective communication. Hotel staff need to convey information, listen attentively to guest needs, and promptly resolve any issues that may arise. How staff communicates can greatly influence a guest’s overall perception of their stay. Whether it involves welcoming guests with a warm smile or handling concerns with professionalism, strong communication skills are a must-have.

Problem-Solving

Every day, hotel employees face a multitude of challenges, ranging from rooms being overbooked to dealing with guest complaints. The capacity to think critically and devise innovative solutions is a crucial soft skill for those in the hotel industry. Demonstrating resourcefulness and adaptability enables staff to navigate unforeseen circumstances while maintaining guest satisfaction.

Teamwork

Hospitality is synonymous with collaboration. It’s essential for hotel staff from various departments to seamlessly work together to create a unified guest experience. By cultivating strong teamwork and interpersonal skills, a positive work environment is nurtured, ensuring guest requests are efficiently catered to.

Cultural Sensitivity

Welcoming a diverse array of guests, hotels embrace cultural sensitivity by honouring and understanding the customs, traditions, and preferences of individuals from various backgrounds. Recognising and adjusting services to accommodate these differences can significantly enrich the guest experience.

Patience

Having patience is a valuable trait – particularly in hospitality. Hotel professionals frequently face challenging situations with demanding guests or technical issues that can push their patience to the limit. Maintaining a calm and composed demeanour is crucial to handle such situations gracefully.

Why Soft Skills Can’t Be Replaced by AI

While AI can handle routine tasks and provide information quickly, it lacks the depth of human emotion and understanding that soft skills offer. Here’s why soft skills remain indispensable in hotel operations:

Emotional Connection

Soft skills allow staff to form genuine emotional connections with guests. Guests appreciate when staff show genuine interest in their needs and well-being. While AI can simulate politeness and courtesy, it can’t truly empathise with guests.

Adaptability

The hotel industry is full of surprises. Staff with strong soft skills can adapt to changing circumstances and guest preferences, ensuring the guest experience remains exceptional, even in unexpected situations.

Complex Problem-Solving

While AI can handle straightforward issues, complex problems often require human intuition and creativity. Hotel professionals with strong problem-solving skills can find unique solutions that AI algorithms might miss.

Personal Touch

Soft skills enable staff to provide a personal touch that makes guests feel special. From remembering a guest’s name to anticipating their needs, these small gestures leave a lasting positive impression that AI cannot replicate.

Conflict Resolution

In cases of guest dissatisfaction or conflicts, hotel professionals with excellent soft skills can de-escalate situations and find mutually beneficial solutions. This human touch is invaluable in maintaining a positive reputation.

Cultural Adaptation

Understanding and respecting cultural nuances is a skill that requires human empathy and cultural awareness. AI may translate languages, but it can’t fully bridge the gap in cultural understanding.

Fostering Soft Skills in Hotel Operations

Given the importance of soft skills in hotel operations, professionals in the industry must develop and nurture them continually. Here are some strategies to help hotel professionals enhance their soft skills:

Training and Workshops: Offer regular training sessions and workshops on communication, empathy, and problem-solving.

Feedback and Coaching: Provide constructive feedback and coaching to help staff improve their soft skills. Encourage peer-to-peer feedback and mentorship.

Role Modeling: Lead by example. Managers and leaders should demonstrate soft skills in interactions with both guests and staff.

Guest Feedback: Actively seek and listen to feedback to identify areas where soft skills can improve.

Employee Recognition: Recognize and reward employees who consistently demonstrate outstanding soft skills in their roles.

Nurture Your Team’s Soft Skill Set

The hospitality industry heavily relies on soft skills, even in this era of AI-driven technology. While automation and AI can make things more efficient, they cannot replace the emotional connection, adaptability, and human touch that skilled hotel professionals bring to their roles.

To ensure guests have exceptional experiences that go beyond the capabilities of AI, hotels must prioritise the development of soft skills. Doing so will create memorable stays for guests and foster loyalty and long-term operational success.

For more, check out iVvy’s article ‘Hospi-Tech Harmony: How to Integrate Technology Without Losing the Human Touch’.

Lauren Hall is the CEO and Founder of iVvy, a a renowned software company that provides automation and cloud-based technology to help venues fill their function calendars and planners create unforgettable events. Lauren’s passion for entrepreneurship and over 25 years of business management experience at the executive and board levels make her a highly successful businesswoman. She has built multiple companies from startup to strategic and financial exit in various industries, including manufacturing, retail, advertising and technology, both in South Africa and Australia. Lauren co-founded iVvy in 2009 and has since overseen its growth to 10,000+ clients in 13 countries, expanding to New Zealand, Asia, Europe and North America.

Are you an industry thought leader with a point of view on hotel technology that you would like to share with our readers? If so, we invite you to review our editorial guidelines and submit your article for publishing consideration.

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Why notice? Cite whatever stat and the story is the same: the wellness industry is booming. As one tool in the trade to capitalize on this growth, welltech nevertheless has capex considerations but also the promise of sizable ROI.

Framing this from the macro before getting to the micro, what you should know for this megatrend is that the rate of medical research discoveries is compounding (especially now with the help of artificial intelligence) and these findings about how to spot bodily irregularities or improve one’s health are slowly but surely disseminating into the public sphere. This process is occurring both with people of all ages or dispositions who are opting for healthier lifestyles as well as through entrepreneurs who are introducing new wellness products in order to serve this ever-increasing wellness market.

With many of these new products and companies opting for a direct-to-consumer business model, our homes are destined to become ‘high-tech health hubs’. The challenge therein that hotels face is straightforward: as one does at home, one will expect at their chosen accommodation.

While it may be easy to shrug this off as a topic of concern for those brands and executives solely focused on the spa or spatech spaces, lest we forget the technology adoption life cycle which compels new trends, styles and habits to naturally but inevitably shift from niche (dedicated spa goers or wellness junkies) and luxury (early adopters with lots of disposable cash) to all other categories as economies of scale and induced demand work their magic.

Even as we must contend with the burgeoning marketplace for welltech, the hospitality industry is already derided for being a tech laggard – unfairly so, in our opinion, given the complexities of managing a live property’s tech stack. Yet now, with the proliferation of all these fancy smart furnishings and devices available at home, hotels that don’t have a wellness strategy will be lag even further behind as consumers start voting with their wallets for health-oriented lodging brands.

Another essential element for figuring out how to incorporate welltech in hotels pertains to how many of these tools can be scaled in a labor-light manner. There’s spatech that can be assembled in a treatment room for a ‘set it and forget it’ guest experience; of course, there are wellness apps with minimal unit economics; and there are handheld or wearable equipment that can be made as an in-room brand standard or upsold rentable.

So, what kinds of welltech are consumers looking for? As technology now pervades all things, this term ‘welltech’ is quite the umbrella for anything and everything like:

• D2C apps: offering various health tracking, nutrition, mindfulness and wellbeing functionalities
• Club management: on the B2B software side, it goes without saying that advances are being made in the systems that ensure operations proceed smoothly, with AI now being embedded to drive staff and equipment efficiencies
• Cosmetics: leveraging the latest research and technology in health-promoting ingredient purity, stability and bioactivation to produce high quality serums, creams and also fragrances to tap into the aromatherapy wellness niche
• Supplements: still the Wild West in terms of regulation and precision, new brands are emerging that emphasize good manufacturing processes for the latest in vogue longevity pills
• Light therapy devices: whether handheld, wearable or mounted, running the range of infrared and red light therapy through to sad lamps and IoT circadian room lighting
• Hydrotherapy machinery: applicable more so as spatech but nevertheless a consideration as part of a total sensory activation for a new wellness program
• Soundscapes: yet more sensorial experiences that can run the gamut of curated environmental music through to binaural beats and neuroacoustics
• Biophilic design: hinging on the conceit that being in nature promotes good moods, hotels now have more live plants, living walls and artificial or digital greenscapes, yet all this still relies on BOH maintenance and energy management systems
• All things fitness: this banner can include new types of machinery to enhance exercise in various ways, handheld fitness devices, muscle recovery products and mobility tracking apps
• Massage devices: with some fittech overlap, this can be chairs, handheld massage guns, compression suits that amplify lymphatic drainage or even vibration plates
• Sleep tech: whether that’s cooling mattresses, bedside air purifiers, sound plates underneath the mattress or wearables that monitor your sleep
• Body scans: whether looking at muscular imbalances, fat disposition, bone density (DEXA) or movement mechanics, a lot of personalized health advice can be driven by scanning the body
• Diagnostics: whether from drawing blood to look at one’s epigenetics and multicancer early detection (MCED) or evaluating one’s gut microbiome from a stool sample, hotels can play a key role in introducing guests to the incredible world of preventative health screening

From that quick list alone, you should at least get a sense of how big the world of welltech is. But no matter what device, app or six-figure spatech equipment you purchase, all of it still relies on the core hotel tech stack for effective commercialization.

Some technology questions to consider as you refine your wellness strategy:

1. How are you marketing and packaging these new amenities?
2. Can you merchandize these wellness activations as prearrival upselling offers, on-prem purchases via the hotel app or other stages of the guest journey?
3. How will you use your wellness offers to encourage brand loyalty and return visits?
4. Operationally speaking for handheld device rentals, how do you manage inventory, delivery, cleaning and attachments to the guest folio?
5. For consumables like supplements or cosmetics, do they work with your procurement systems?
6. To help make your branded app as the one-stop shop, can partnered wellness apps integrate for frictionless guest access?
7. How can you use your existing market intelligence data feeds to spot upticks in wellness travel consumption as well as segment your wellness-primary and wellness-secondary guests?
8. Are you able to map the ROI of your wellness investments through a long-term total revenue metric such as customer lifetime value?

As you can see from these eight questions, for this new frontier of welltech at hotels, it all still relies on your core stack to make any programming a financial success. Knowing that the opportunities out there are quite lucrative for early adopters in this area, what we advise is that you start by learning the jargon. There’s a ton in the welltech lexicon and also in the theory behind how all these devices and diagnostics work, so it won’t happen in a day. Once familiar, you’ll then have a better grasp of what’s required from your traditional hotel technologies to guide your technology investments so that whichever wellness applications you deploy are a resounding success.

Together, Adam and Larry Mogelonsky represent one of the world’s most published writing teams in hospitality, with over a decade’s worth of material online. As the partners of Hotel Mogel Consulting Limited, a Toronto-based consulting practice, Larry focuses on asset management, sales and operations while Adam specializes in hotel technology and marketing. Their experience encompasses properties around the world, both branded and independent, and ranging from luxury and boutique to select-service. Their work includes seven books: “In Vino Veritas: A Guide for Hoteliers and Restaurateurs to Sell More Wine” (2022), “More Hotel Mogel” (2020), “The Hotel Mogel” (2018), “The Llama is Inn” (2017), “Hotel Llama” (2015), “Llamas Rule” (2013) and “Are You an Ostrich or a Llama?” (2012). You can reach Larry at larry@hotelmogel.com or Adam at adam@hotelmogel.com to discuss hotel business challenges or to book speaking engagements.

Are you an industry thought leader with a point of view on hotel technology that you would like to share with our readers? If so, we invite you to review our editorial guidelines and submit your article for publishing consideration.

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Let’s take a look at the intersection of technology and sustainability in the hotel industry, examining how these practices not only benefit the environment but also contribute to a positive Return on Experience (ROE) for both guests and staff.

Tech’s Sustainability Revolution

Hotel technology has long focused on monitoring water and energy consumption. However, in the present landscape, hotels, regardless of their size, have expanded how they leverage technology in multifaceted ways to enhance sustainability reporting, streamline operations, achieve cost savings, improve communication with travellers, elevate guest experiences, and bolster marketing campaigns.

For hotels committed to maximizing sustainability, technology has proven to be a game-changer. It not only aids in efficient operations but also allows staff to divert their attention toward providing memorable guest experiences. The integration of technology has become indispensable for hotels on the journey toward achieving optimal sustainability.

Smart Luxury, Sustainable Choices

In the past, the concept of a luxury hotel was synonymous with high-end amenities, lavish linens, and an opulent atmosphere. However, a significant shift is occurring in consumer preferences, with an increasing number of travellers prioritising sustainability over, or at least equally to, traditional notions of luxury.

According to a recent TrustYou study, sustainable tourism is on the rise in the Asia-Pacific (APAC) region, with 52% of travellers actively seeking eco-friendly accommodations. This shift is evident in guest reviews, highlighting the efforts of countries like Sri Lanka, China, the Philippines, India, New Zealand, Maldives, Indonesia, Malaysia, Australia, and Thailand in promoting sustainable practices. Travelers now appreciate features such as environmentally conscious design, waste reduction initiatives, and eco-friendly cleaning options, demonstrating the impact of sustainability considerations on the overall guest experience.

Moreover, there is a growing awareness that sustainability goes beyond aesthetics and comfort. Guests are increasingly valuing the luxury of saving energy and reducing waste, acknowledging the benefits of technology-driven solutions such as HVAC smart sensors. These sensors, based on the Internet of Things (IoT) and artificial intelligence (AI), provide data and insights to help hotels use significantly less energy.

Digitalizing Hospitality – The Paperless Shift

The global shift toward digitalization is transforming how hotels operate, reducing their reliance on paper. Hospitality-specific technology is being employed to streamline various processes, from check-in to amenity bookings. Integration with property management systems (PMS) enables hotels to communicate with guests digitally, reducing the need for printed materials.

For instance, a property management system that integrates seamlessly with amenity-booking solutions, spa-management, and golf-management technology can eliminate the need for paper in favour of more eco-friendly alternatives such as text or email notifications.

A property management system (PMS) that enables guests to interact digitally with service teams enables hotels to efficiently track guest cleaning preferences and willingness to forego daily towel changes so that they can reduce water and energy usage per occupied room. Point-of-sale (POS) systems that enable contactless, paperless transactions further reduce waste, helping achieve sustainability goals.

A GreenView survey highlights widespread sustainability practices in APAC hotels, such as energy tracking, preventative maintenance, water conservation, towel reuse, and ‘non-smoking’ rooms. Australia’s NABERS offers tools for measuring sustainability, while major hotel groups like Capella, Minor International, CapitaLand, and City Developments commit to climate targets and net-zero goals. The Asia-Pacific region sees a rising focus on ESG practices, with online travel agencies actively promoting environmentally certified businesses in the hospitality sector.

Water Wisdom – Conserving a Precious Resource

Water, an essential resource for hospitality facilities, poses both economic and environmental challenges. Even during the dramatically lower occupancy rates in 2020, the hospitality industry continued to consume substantial amounts of water to sustain operations.

According to the Horwath HTL APAC Sustainability Trends 2020 report, nearly all surveyed hotels reported a water tracking uptake rate exceeding 90%. Additionally, 74% of the hotels in the survey implemented low-flow or dual flush systems in over 75% of guestroom toilets to promote water conservation.

Hotels that strategically implement small practices to reduce waste find significant saving opportunities. For instance, placing signs in rooms encouraging guests to reuse towels and sheets helps reduce laundry loads. Moreover, many hotels are leveraging digital chat technology, enabling guests to communicate their preferences regarding the reuse or refreshing of these items. Significant changes in kitchens, bathrooms, and swimming pool maintenance further contribute to water conservation efforts.

In the quest for sustainability, the integration of technology has emerged as a pivotal force in reshaping the hospitality landscape. From energy-saving measures to streamlined operations, the marriage of tech solutions and sustainability not only benefits the environment but also enhances the overall guest experience. As hotels commit to maximizing sustainability, the role of technology becomes increasingly indispensable, paving the way for operational efficiency and memorable guest interactions.

Tony Marshall serves as the Vice President and Managing Director for Asia Pacific at Agilysys, a position he assumed in 2023. Customers around the world use Agilysys Property Management Systems (PMS), Point-of-Sale (POS) solutions and Inventory and Procurement (I&P) systems to consistently delight guests, retain staff and grow margins. Agilysys’ 100% hospitality customer base includes branded and independent hotels; multi-amenity resorts; casinos; property, hotel and resort management companies; cruise lines; corporate dining providers; higher education campus dining providers; food service management companies; hospitals; lifestyle communities; senior living facilities; stadiums; and theme parks.His appointment aims to foster growth in the Asia Pacific market due to the continued demand for Agilysys’ Property Management solutions. Prior to this role, Marshall held the position of Regional Director for South Asia/Australia & New Zealand at Agilysys starting from 2022. With extensive experience in the industry, Marshall’s leadership contributes to Agilysys’ strategic objectives in the Asia Pacific region.

Are you an industry thought leader with a point of view on hotel technology that you would like to share with our readers? If so, we invite you to review our editorial guidelines and submit your article for publishing consideration.

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Common Connectivity Challenges in Hotels

Hotels often struggle to offer consistent wifi coverage due to their complex layouts and diverse structural configurations. This results in dead zones and unreliable service, which negatively impacts guest satisfaction.

Mesh Wifi Solutions

Hotels that utilize mesh networking solutions can extend robust coverage seamlessly across their entire property. Mesh networks help optimize the internet experience for guests as they move around the premises.

Implementation and Best Practices

Successfully implementing a mesh network on premises involves careful planning, such as selecting the right hardware, ongoing network monitoring to ensure performance and determining the locations for access points. For large installations, an IT specialist may be needed to oversee the configuration and maintain the network.

Overcoming Security Concerns

When setting up a mesh network, it is important to incorporate the latest security protocols to protect guest data. To further enhance data security, it is also recommended to segregate the hotel operations network from the guests network.

Cost Considerations

There are many things to consider when installing a mesh network. Initial costs can vary depending on the size of the property and target network speeds. A phased approach may be recommended so hotel property owners can effectively manage costs.

Why a Mesh Network Provides the Best Hotel Wifi Solution

A mesh network offers an optimal solution for hotels that want to enhance their guest wifi connectivity. Here are several key advantages:

• Designed for Hospitality: Guest wifi that utilizes a mesh network is specifically built to meet the needs of hotels. This ensures the network configuration is aligned with the operational benchmarks of the hotel.
• Maximum Coverage and Reliability: Guest wifi that utilizes a mesh network delivers expansive coverage for guest rooms and common areas. This ensures guests have access to reliable wifi throughout the hotel property.
• Guest Experience: A mesh network allows hotels to personalize the captive portal with ease. This enhances branding and guest experience. When guests get online, they will login through a guest wifi splash page with integrated branding opportunities and customizable promotional messages.
• Customer Database: With guest wifi that utilizes a mesh network, hotels can build a customer database when guests use the guest wifi. This database is extremely valuable for targeting people who have visited the hotel with marketing and promotions. Additionally, the dashboard provides foot-fall data to better understand customer patterns and preferences.
• Enhances Security: Digital security is crucial. Guest wifi that utilizes a mesh network delivers state-of-the-art security features, ensuring that guest data is protected using encryption, secure authentication processes, and regular security updates.
• Cost-Effective: Guest wifi that utilizes a mesh network offers hotels theability to scale their wifi coverage at an industry-low price point. This ensures hotels can adapt to their growing connectivity needs without over-investment or expensive upfront setup costs.

Based on modern guest expectations and connectivity demands, it’s crucial for hotels to offer guest wifi on premises. A solution that utilizes a mesh network simplifies this process with its turnkey hardware and software. By addressing common hotel connectivity challenges head-on and simplifying the installation and maintenance, it delivers a best-in-class product at an industry-low price point. Additionally, it enables hotels to brand their guest wifi login experience with ease and control the network through a user-friendly dashboard. The dashboard also offers detailed analytics and builds a customer database as people use the wifi.

With careful planning, attention to security, and a commitment to quality, hotels that offer guest wifi that utilizes a mesh network can now exceed their guest’s expectations, foster loyalty and secure a competitive edge in the hospitality industry.

Incorporating guest wifi like Routie into a hotel’s connectivity strategy is a comprehensive solution that meets both guests and the hospitality industry’s evolving demands.

Jesse Berger is a media and technology entrepreneur. He founded the filmed entertainment company Radical Studios, which has produced movies that have generated over $1B in global revenue. Jesse has produced films for Universal Pictures, Paramount, MGM and Netflix, starring actors Tom Cruise and Dawyne “The Rock” Johnson with budgets of more than $300M. Jesse is a founding community member of PKT, an open source blockchain project that is expanding internet connectivity worldwide with mesh networks. Jesse is also co-founder and CEO of Routie, focused on providing guest wifi solutions to hospitality businesses. Jesse received his B.A. degree in film and video production, with a minor in business from Brooks Institute of Photography in Santa Barbara, California.

Are you an industry thought leader with a point of view on hotel technology that you would like to share with our readers? If so, we invite you to review our editorial guidelines and submit your article for publishing consideration.

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Embedded payment processing takes integrated systems to the next level by allowing hotels to source one provider for management software and payment processing capabilities. Embedded solutions allow businesses to curate their own checkout experience, meaning no more bouncing from a hotel’s branded site to a third party to handle transactions. Guests prefer this approach to payments for a variety of reasons and are more likely to associate their purchase with a business or brand rather than a merchant this way.

Embedded payment processing conveys other benefits to hotels as well, such as more accurate accounting information and the ability to store all of a hotel’s purchasing data under one roof. When payments are routed through embedded tools, hotels know more about their guests, can keep their guests’ information more secure, and travelers can draw on increased confidence to drive further purchasing decisions.

Keeping Things In House

Third-party payment processors have been beneficial for independent hotels in the past thanks to their ability to equalize the payment landscape, but they also introduced different challenges. It can be jarring for guests to have their attention shifted to a third party during a purchase, and any shifts to a payment screen separated from your hotel’s branding can cause consumers to reconsider their buying decisions. By using an embedded payment processing system to create a consistent check-out experience, hotels can improve conversion rates while creating more opportunities for guest purchases. This setup also reduces churn and holds guests’ attention for less time during check-out.

Embedded systems also have the potential to improve the security of guest information tied to payments by reducing the number of channels a transaction must traverse before business can conclude. With money changing hands fewer times, there are fewer opportunities for guest data to be compromised. Additionally, avoiding third-party interactions also increases the perception of security when payment processing is concerned. Increasing positive perceptions about data security will be paramount to raising consumer confidence in hospitality throughout the current business cycle.

Lastly, embedded payment processing yields significant guest data that is now available exclusively to hotels, not selectively provided by payment processing partners. The closer hotels are to their guests’ data, the more insights they can gain. By embedding payments, hotels can track the journey of every dollar throughout their system. Direct access to these funds from beginning to end also provides benefits through accounting services, as they can be even more accurate than when routed through integrated systems.

By Popular Demand

Travelers crave consistency, especially when it comes to payments. Consumers want to be sure they are spending money with the business they expect, and by embedding purchasing tools, hotels can create a more consistent overall travel experience from beginning to end. Hotels must consider how airlines, rideshare companies, and more are embedding their payment processing capabilities and how guests are used to a certain presentation when it is time to pay. 

Additionally, embedded payments provide a level of authenticity to a business that can’t be replicated, to the point that it even provides access to additional revenue streams. Independent hotels can more consistently market ancillary services, amenities, or property attributes to guests when payments are embedded directly into the site. Hotels can cross-sell, up-sell, and more using cross-department carts and a streamlined purchase experience.

Independent hoteliers should ask their PMS provider about the availability of embedded payment solutions and how they can help create a more robust data and payment ecosystem for their hotel. Through embedded systems, hoteliers can ensure guest data stays within their purview while providing a more comprehensive guest experience from beginning to end. They are the natural endpoint for hotel payment processing, and these systems are available today. 

Warren Dehan is the President of Maestro, the preferred cloud and on-premises PMS solution for independent hotels, luxury resorts, conference centers, vacation rentals, and multi-property groups. Maestro was first to market with a fully integrated Windows PMS and Sales & Catering solution and is continuing that trend with leading edge web and mobile based solutions. Platform and deployment independence present Maestro as an investment that will continue to grow and adapt as new technologies emerge.

Are you an industry thought leader with a point of view on hotel technology that you would like to share with our readers? If so, we invite you to review our editorial guidelines and submit your article for publishing consideration.

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By recognizing these limitations and embracing digital transformation proactively, hotels can unlock new revenue streams, improve guest experiences, and stay ahead of their competition.

Understanding Legacy Systems

Legacy systems refer to outdated computer systems, programming languages, or software applications that are used instead of newer, more efficient technologies. In the context of hotels, this might include room booking systems, customer relationship management (CRM) software, or point-of-sale (POS) systems that have been in use for many years. These outdated systems can pose challenges for businesses that rely on them, as they may be more prone to errors, security vulnerabilities, and lack of compatibility with newer technologies.

With so many disadvantages on the table, you might wonder why so many businesses continue to invest in legacy systems. As with any form of change, there is a fear of uncertainty that comes with retiring one system and replacing it with something new. Questions of how any upgrades will impact current operations, team performance, and customer satisfaction are paramount. Many leaders also worry about the downtime associated with implementing new systems, the potential for data loss during the transition, and the steep learning curve for employees.

These concerns are all valid. Legacy systems often contain years, if not decades, of accumulated knowledge and data critical to hotel operations. This makes the prospect of migration daunting. Additionally, older systems may be highly customized to suit specific needs, offering functionalities that might not be readily available or easily replicated in newer solutions.

There’s also the aspect of integration. Many legacy systems are deeply integrated with other tools and processes. Finding new solutions that can seamlessly interact with existing workflows without causing disruptions can be challenging. The compatibility of new software with existing systems and data formats is a significant concern.

Despite these challenges, the pressure to modernize remains strong, driven by the need to improve efficiency, enhance security, and meet the evolving expectations of customers and employees alike. For hotels, the key to navigating this transition successfully lies in careful planning, phased implementations, and ongoing support to ensure that both staff and guests can adapt to the new systems without significant disruption.

Revenue Limitations Imposed by Legacy Systems

By recognizing the revenue limitations that hotels face due to outdated systems, you can unlock new opportunities for greater growth and prosperity.

Inefficiency and High Maintenance Costs

One of the most significant drawbacks of legacy systems is their inefficiency. A study by Forrester Research found that legacy systems can use up to 75% of a company’s IT budget just for maintenance, leaving only 25% for new initiatives. This high cost of upkeep diverts funds that could otherwise be used for more revenue-generating activities.

Poor Integration Capabilities

Legacy systems cannot often integrate seamlessly with newer technologies. This limitation can lead to disjointed operations and a fragmented customer experience. For instance, if a hotel’s booking system cannot integrate with the latest online travel agencies (OTAs), it misses out on the vast revenue potential these platforms offer. Statista reports that in 2021, around 50% of hotel bookings were made through online channels, highlighting the importance of integration with digital platforms.

Limited Data Analysis and Personalization

Modern hotel management requires a deep understanding of guest preferences and behaviour. Legacy systems typically lack advanced data analytics capabilities, limiting the ability to personalize services and create targeted marketing campaigns. Without the ability to analyse customer data effectively, hotels miss opportunities to enhance guest experiences and increase loyalty.

Inability to Adapt to Mobile Trends

With mobile bookings steadily increasing, hotels still using outdated systems struggle to adapt. Remember, modern travellers expect mobile-friendly services – if you’re not offering what’s in demand, you’re likely missing out on potential bookings.

Security Risks

Older legacy systems often have outdated security protocols, making them vulnerable to cyber threats. A data breach not only has financial implications but can also severely damage a hotel’s reputation. Investing in modern, secure systems is essential to protect both revenue and customer trust.

Overcoming the Challenges of Legacy Systems

Remaining competitive and efficient in today’s rapidly changing technological landscape requires updating legacy technology. However, how can you carry out this process efficiently and effectively without disrupting daily operations?

These strategies and best practices can help you overcome the challenges associated with replacing older operational systems.

Assessing Your Venue’s Needs

Before you start shortlisting software, evaluate specific requirements. You should identify the issues and obstacles that your current processes are encountering. Clearly define your objectives, targets, and the essential features for smooth operation.

Besides functionality, operational aspects should be taken into account. Ask yourself and your team the following questions:

• Can the software adapt to business growth?
• Is the system easy for team members to navigate?
• Will 24/7 customer support be available?

Researching and Selecting the Right Software

Once you and your team have identified needs, goals, pain points, and essential features, it’s time to start researching software options. Websites like G2 and Capterra can help you compare software features, functionalities, and pricing to find the best fit for your needs. Make sure to read reviews and seek recommendations from industry peers to gain insights into software performance and user experience as you move through the selection process and make your choice.

Planning the Transition

When implementing software, it’s important to plan carefully to ensure a smooth transition. You should work with your chosen provider to create a detailed implementation plan that outlines the key steps, timeline, and responsibilities. Having a supportive software partner can make the implementation process much smoother and ensure your hotel receives the necessary guidance and assistance.

Implementing Venue Management Software

Implementing software is a multi-step process. Your chosen software provider will work with you to install and configure software, import and migrate data, customize the software to fit your hotel’s needs, and test and troubleshoot to ensure successful implementation.

Maximize Your Revenue Potential with Modern Hotel Solutions

While the transition from legacy systems may require substantial investment and organizational change, the potential for increased efficiency, revenue, and customer satisfaction makes it a worthwhile endeavour for any forward-thinking hotel.

For a more in-depth look at transitioning to cloud-based venue management software, check out iVvy’s article A Step-by-Step Guide to Implementing Venue Management Software.

Lauren Hall is the CEO and Founder of iVvy, a a renowned software company that provides automation and cloud-based technology to help venues fill their function calendars and planners create unforgettable events. Lauren’s passion for entrepreneurship and over 25 years of business management experience at the executive and board levels make her a highly successful businesswoman. She has built multiple companies from startup to strategic and financial exit in various industries, including manufacturing, retail, advertising and technology, both in South Africa and Australia. Lauren co-founded iVvy in 2009 and has since overseen its growth to 10,000+ clients in 13 countries, expanding to New Zealand, Asia, Europe and North America.

Are you an industry thought leader with a point of view on hotel technology that you would like to share with our readers? If so, we invite you to review our editorial guidelines and submit your article for publishing consideration.

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The Mille Club

While luxury or ultraluxury may not be for your company, its growth is one of the biggest trends in global hospitality right now. For reference, thing of brands like Aman, Armani, Belmond, Bulgari, Capella, Fairmont, Langham, Mandarin Oriental, Montage, One&Only, Peninsula, Raffles, Ritz-Carlton, Rosewood, Six Senses, Soneva, St. Regis, Waldorf Astoria and, perhaps this trend’s modern progenitor, Four Seasons. Then throw in the associations and collections like Auberge, Dorchester, Leading Hotels of the World, Oetker, Preferred Hotels & Resorts, Rocco Forte and Relais & Chateaux. Every property is droolworthy.

The growth of this category and the lessons for all hotels on how to achieve then sustain such lofty rates is something we document as part of other separate ‘The Mille Club’ column, with that middle word denoting the Italian for a thousand. What we emphasize throughout is that luxury guests are price inelastic but experience elastic.

These customers think in terms of time maximization and, even with high staff-to-guest coverage ratios, great technology is now paramount to make that happen. Despite the recent advances in attribute-based shopping (ABS) and genAI tools like chatbots, true customization (for now) can only be achieved by speaking to a live agent. Moreover, there’s something irreplaceably wholesome about a human-to-human conversation that’s emblematic of real hospitality service.

So, you want to increase rates and join the Mille Club? Maintaining an omnipresent, 24/7 voice channel in order to engage luxury guests during the reservation stage is critical, as is the ability to complete customizations and ancillary bookings while on the call. Yes, there’s lots of potential here to boost TRevPAR through upselling, but sustaining a well-honed res team still represents a high fixed cost.

And it’s not just new bookings that are coming through. Intake teams must also contend with:

• Meal reservations
• Front desk service calls
• Group calls
• OTA confirmation calls (where typically four out of five luxury OTA bookers will call ahead)

In order to not have these calls roll over to the front desk and potentially compromise onsite service, upscale and luxury hotels need a robust headcount. Yet during the low season, this cost can easily dip from revenue-producing to expense. We’ve been brought in by owners and executives in the near past to take a look at how to reduce the payroll, and the best solution involves converting the fixed expense to a variable one, necessitating a call center that can work on a per-minute fee while maintaining service standards and conversions.

To get some more specificity on the technology behind these scalable, cost-reducing outsourcing partners, we engaged John Smallwood, President of Travel Outlook, a call center company whose luxury hotel clients include KSL Resorts and Viceroy Hotel Group. As education on some of the specific terminology that voice operators use as KPIs, Smallwood added during our discussion, “We average closing more than 65% of the qualified reservations calls we receive, and we also average an 80/30 SLA, meaning that we answer 80% of the calls we receive within 30 seconds. Net abandoned calls are usually less than 5%.”

Part of the reason why Mille Club hotel members experience a much higher call volume is due to the convenience of having a human agent complete any manner of customization right on the spot. This has meant that any res team or call center partner has to have custom scripts in order to fulfill specific offerings such as spa rituals, beach rentals, skiing or excursions. Importantly, managers must also establish a seamless process for updating said scripts when there’s a special or new feature in order for any reservation agent, internal or external, to effectively sell.

Voice Channel Technologies

When done right, voice will always be a more convenient channel because it allows the customer to get exactly the answers they need and it’s hands-free. That said, automation and AI are inevitable, even for luxury, so here are three technologies that are proving to greatly enhance the voice channel while also driving down costs.

First is the CRM. With easy-to-implement APIs and AI-based connector tools like RPA (robotic processing automation) that solve the problem of double entry, it’s no longer the case that the PMS is always the singular cornerstone of the hotel tech stack. Instead, it’s all about knowing who your customer is across the entirety of their spending habits then being able to segment similar guests and find patterns for growing ancillaries, garnering return visits or targeting lookalike audiences.

With Travel Outlook having its own built-in CRM tools that connect through to hotel marketing databases, one protocol that Smallwood put in place for OTA confirmation calls is to have agents ask all callers for their real email address and phone numbers to see if they want to learn about the best rates and latest information in follow-up communications. From there, the guest profile gets automatically updated in the hotel’s CRM, so the property isn’t left with a bunch of useless OTA alias emails or duplicate profiles. This technique also works to capture leads for the hotel from callers who don’t end up booking at that moment.

Second is conversational AI; a voice bot that recognizes humans and can answer basic questions before passing the call off to a live agent. If a guest just wants to know what time the bar closes, they needn’t necessarily wait even 15 seconds in order to get the answer from a human reservationist. But if it’s a prospective booker with a complex reservation request, the AI can field some initial questions and fill out that information into the corresponding fields to save time for the res agent and for the guest.

Third and finally, hotel technologists should be aware of retrieval-augmented generation (RAG). Not quite available, it’s a near-future application of genAI where AI agents trained using deep learning can be commanded to execute multi-step functions from external sources. Such agents will likely be used in concert with a CRM, other systems, chatbots or voicebots to automate complex guest requests and personalize offers, further reducing labor demands in several key departments.

For all three technologies – CRM, conversational AI and RAG – the goal is convenience and reducing the total time spent on the phone by live agents. Soon, conversational AI will have the right data integrations – whether through APIs, a CDP, RPA or now RAG – to be able to complete basic bookings for the hotel, restaurant, spa or golf independent from any team intervention.

Implementing such a tool will be quite the debate for luxury hotels that pride themselves on curating human-to-human interactions as part of their service promise. Regardless, to be a Mille Club member the way to add value for luxury guests is to craft an excellent voice channel experience; convenience, responsiveness, customization and knowledge of the product will always be critical. And with every customization request that comes in, there are lessons for how to evolve your ecommerce channels, too.

Together, Adam and Larry Mogelonsky represent one of the world’s most published writing teams in hospitality, with over a decade’s worth of material online. As the partners of Hotel Mogel Consulting Limited, a Toronto-based consulting practice, Larry focuses on asset management, sales and operations while Adam specializes in hotel technology and marketing. Their experience encompasses properties around the world, both branded and independent, and ranging from luxury and boutique to select-service. Their work includes seven books: “In Vino Veritas: A Guide for Hoteliers and Restaurateurs to Sell More Wine” (2022), “More Hotel Mogel” (2020), “The Hotel Mogel” (2018), “The Llama is Inn” (2017), “Hotel Llama” (2015), “Llamas Rule” (2013) and “Are You an Ostrich or a Llama?” (2012). You can reach Larry at larry@hotelmogel.com or Adam at adam@hotelmogel.com to discuss hotel business challenges or to book speaking engagements.

Are you an industry thought leader with a point of view on hotel technology that you would like to share with our readers? If so, we invite you to review our editorial guidelines and submit your article for publishing consideration.

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Enter smart hotels, a technological leap that promises not only increased efficiency but also a significant reduction in the carbon footprint associated with hotel energy consumption. However, for widespread adoption to occur, hotel managers must overcome certain challenges. Upfront costs associated with retrofitting existing structures and implementing smart hotel technologies such as smart dashboards can be substantial. Hotel owners and operators must weigh these initial investments against the long-term benefits of reduced operational expenses and enhanced sustainability.

Traditionally, hotels have relied on conventional HVAC systems that operate on predetermined schedules, often wasting energy by cooling or heating empty rooms, such as guests leaving their rooms with the AC on for many hours. This outdated approach not only puts a strain on the environment but also impacts operational costs. Smart hotels, equipped with cutting-edge technology, offer a compelling solution to this dilemma. 

Government incentives and industry collaborations can play a pivotal role in encouraging the adoption of smart hotel technologies. Financial support, tax breaks, and educational initiatives can alleviate some of the barriers that hotels face when transitioning to more sustainable practices.  The US Inflation Reduction Act, introduced in 2021, incentivizes this change by allocating $362 million for a commercial energy efficiency tax deduction.

The U.S. Department of Energy reports that substantial investments and focused initiatives are aimed at enhancing the efficiency and utilization of buildings, representing 39% of the nation’s primary energy consumption and 76% of its electricity usage. One of the key advantages of smart hotels lies in their ability to adapt to dynamic environmental conditions. Smart hotels leverage advanced sensors and AI algorithms, offering hotel managers dashboards with real-time insights into occupancy levels, weather patterns, and energy consumption. By intelligently adjusting temperature settings in a smart dashboard based on occupancy and external factors, hotel managers can optimize energy usage by up to 40%, reducing waste and cutting down on unnecessary expenses.

Moreover, smart hotels excel in predictive analytics, enabling hotel managers to anticipate peak usage times and adjust heating and cooling systems via dashboards accordingly. This not only ensures guest comfort but also prevents energy spikes during high-demand periods, contributing to a more stable and sustainable energy grid.

A prime example of the positive impact of smart hotels is the integration of IoT (Internet of Things) devices. These devices, such as smart thermostats and occupancy sensors, provide hotel management with granular control over each room’s climate settings. This level of precision not only enhances guest satisfaction by allowing them to personalize their environment but also contributes to substantial energy savings by avoiding over-conditioning unoccupied spaces.

In addition to operational benefits, embracing smart hotel technology aligns hotels with global sustainability goals, as ESG is higher on the agenda for the hotel industry worldwide. The hospitality industry is a significant contributor to carbon emissions, and the adoption of smart technologies for hotels represents a tangible commitment to reducing environmental impact. Forward-thinking hotel managers are finding that investing in green technology and smart dashboards not only aligns with their corporate social responsibility initiatives but also enhances their brand reputation, attracting environmentally conscious guests. An example of this can be seen in a study produced by the International Journal of Hospitality Management, where constituents educated on the issues share a preference for staying in eco-friendly accommodations. They reported, “61% of global travelers prefer visiting eco-friendly hotels (Statista, 2020). Similarly, according to i-Scoop (2020), approximately 33% of guests at the Hilton group of hotels reported that its eco-friendly characteristics were the prime reason for their stay.”

In conclusion, the marriage of smart hotels and energy management represents a significant leap forward for hotels in the realm of heating and cooling. The adoption of these technologies not only improves operational efficiency and guest satisfaction but also positions hotels as leaders in the global effort to combat climate change. As the hospitality industry continues to evolve, smart dashboards are more than just a luxury—they are a vital component of a sustainable and responsible future.

Ran Roth is the CEO & co-Founder of Sensibo, a leading Climate Tech company combining smart heating and cooling devices with a more sustainable world. The company recently launched Sensibo Airbend:  a new software allowing hotels to manage air conditioning and air quality monitoring devices in bulk, reducing heating and cooling costs, while ensuring healthy air quality for their guests. Sensibo Airbend can lead to savings of over 40% on energy bills by optimized monitoring and management of all ACs in the hotel. Ran started his academia during his high school and served in unit 8200 in the IDF. He continued to obtain a B.Sc. in physics and math and an M.Sc. in computer science. Ran has led teams in successful startups such as Mobileye (sold to Intel for $15bn) and Dapper (sold to Yahoo! for $55M) focusing on Big Data and sensors. In Sensibo, he is directing the company’s future strategy and roadmap.

Are you an industry thought leader with a point of view on hotel technology that you would like to share with our readers? If so, we invite you to review our editorial guidelines and submit your article for publishing consideration.

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But, what does personalization really mean, what are the perks, and how can hotels make the most of it? Let’s find out.

What is a Personalization Strategy?

A personalization strategy is all about making each guest’s experience unique by catering to specific preferences and needs. This helps to increase satisfaction, foster loyalty, and ultimately result in repeat business. 

Personalization is not a one-size-fits-all solution and is not limited to providing perks or benefits to guests. While benefits such as increased customer satisfaction, loyalty, and repeat business are outcomes of a well-executed personalization strategy, the strategy itself is not solely focused on delivering these results. Rather, it encompasses a range of elements, including the collection and analysis of guest data, the use of technology to enhance the guest experience, and a commitment to respecting guest privacy and data security. 

Personalization goes beyond surface-level gestures to create meaningful and memorable experiences that resonate with guests on a personal level. In essence, it’s not merely a business tactic, but rather a commitment to understanding and meeting the unique expectations of each guest throughout their stay.

As guest preferences and industry trends change over time, a personalization strategy requires continuous adaptation and refinement. 

Why is a Personalization Strategy Important for Hotels?

Increased Guest Satisfaction: Catering to individual preferences can lead to higher levels of guest satisfaction as unique needs and expectations are met (or exceeded).

Repeat Business: Satisfied and loyal guests are more likely to become repeat customers, contributing to a stable and consistent stream of revenue.

Positive Online Reviews: Personalided experiences can lead to positive reviews and testimonials, which can, in turn, attract new customers and enhance the hotel’s online reputation.

Competitive Advantage: Hotels successfully implementing personalization strategies gain a competitive edge in the market, standing out among competitors and attracting a broader customer base.

Maximized Revenue: Personalization allows for targeted upselling and cross-selling opportunities, as hotels can recommend additional services or amenities based on individual guest preferences.

Effective Marketing: By understanding guest preferences and behaviours, hotels can create targeted marketing campaigns that resonate with specific segments of their customer base, leading to more effective and efficient marketing efforts.

Operational Efficiency: Personalization can streamline operational processes by anticipating guest needs and preferences, allowing for more efficient allocation of resources and staff.

Guest Engagement: Personalization encourages ongoing engagement with guests before, during, and after their stay, fostering a relationship that goes beyond a one-time transaction.

Data-Driven Decision-Making: The collection and analysis of guest data provides valuable insights that hotels can use to make informed decisions, optimize services, and adapt to changing trends.

Greater Adaptability to Trends: Personalization strategies enable hotels to stay current with industry trends and evolving guest preferences, ensuring offerings remain relevant and appealing.

Elements of a Successful Personalization Strategy

To create a successful personalization strategy, there are key elements that need to be considered;

Identifying Target Guest Segments

This involves understanding the various demographics of your guests, such as age, interests, location and lifestyle. Knowing your guests’ preferences and behaviours can help you tailor your guest experiences to these segments, allowing you to provide a more personalized and enjoyable experience.

Create a buyer persona to visually identify your target audience and map out their interests, pain points, and purchasing habits. Download iVvy’s buyer persona template here.

Setting Personalization Goals

Once you’ve identified your guest segments, it’s important to set clear personalization goals. These should align with your overall business objectives, whether it be to increase guest satisfaction, drive revenue, or improve brand reputation. 

By setting specific and measurable goals, you can track the effectiveness of your personalized strategy and make necessary adjustments to achieve your goals. Use these metrics to help set personalization goals your venue performance.

Aligning Personalization with Brand Identity

Your brand should be reflected in every aspect of the guest experience, from hotel décor to amenities and marketing messaging. A consistent brand identity not only helps build trust with guests but also reinforces your hotel’s unique value proposition, helping you to stand out in a crowded market.

Technology and Tools for Personalization

Technology and tools also play a significant role in personalization, by collecting and analyzing guest data through various channels such as website analytics, social media, and venue booking software. This data can then be used to create personalized recommendations and offers, as well as improve operational efficiencies. However, it’s crucial to balance technology with human interaction to maintain a personal touch and avoid losing the human element in the guest experience.

If you’re looking for more information on using tech to boost your venue sales, click here.

The Athenaeum in London is taking personalized hospitality to a whole new level with the help of iVvy venue management software. Find out more.

Lauren Hall is the CEO and Founder of iVvy, a a renowned software company that provides automation and cloud-based technology to help venues fill their function calendars and planners create unforgettable events. Lauren’s passion for entrepreneurship and over 25 years of business management experience at the executive and board levels make her a highly successful businesswoman. She has built multiple companies from startup to strategic and financial exit in various industries, including manufacturing, retail, advertising and technology, both in South Africa and Australia. Lauren co-founded iVvy in 2009 and has since overseen its growth to 10,000+ clients in 13 countries, expanding to New Zealand, Asia, Europe and North America.

Are you an industry thought leader with a point of view on hotel technology that you would like to share with our readers? If so, we invite you to review our editorial guidelines and submit your article for publishing consideration.

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In this sense, there’s a positive feedback loop between guest feedback and long-term asset value, making the former an instructional aspect of hotel operations that hoteliers simply must pay more attention to. Knowing this, the question then becomes how do hotels get more feedback (either on TripAdvisor, an OTA or direct to the brand) so that there’s more information to guide opex or capex.

With this question, what’s striking about the hotel industry is there’s no formal training on survey design. It’s actually a glaring gap for which we were honored to sit down with Jeff Robbins, founder of GuestInsight, to learn about what hotels can do to rapidly scale their total guest engagement so that management can better decide what projects have the best near-term and long-term ROI from the guests’ perspective.

Yes, GuestInsight is a vendor with a platform to help hoteliers collect, analyze and automate their guest feedback. Push the technology aside for a moment and the problem remains: hotels still need qualified personnel to govern their feedback systems in order to elicit the most data from customers.

With this in mind, one of us (Adam) first met Robbins at ILC Cultivate this past summer in New York to go through this challenge. It turns out that GuestInsight is an established player in the survey space, bringing with it over two decades of deep experience in survey design and applying this expertise daily via ongoing customer support so that hotels can realize the benefit of asking the right questions that engage guests in the right way.

Of the top, some survey design tips that Robbins suggests based on current work with GuestInsight clients include:

• Messaging that demonstrates a respect for the guest’s time and inbox
• Messaging that clearly defines the ask in terms of reason and time expectations
• Stating outright how important the effort of collecting feedback is for the hotel
• Being transparent about recruiting an experienced outside agency to manage the process
• Mentioning how the guest’s anonymity and privacy will be protected
• Having a responsive survey interface with reliably quick load times
• Not bundling the feedback request with a sales effort
• Having an alert mechanism in place so that teams can immediately tackle an error recovery situation or when the surveys are used for post-departure requests like making another booking
• Being cognizant of a team’s overall ‘alert fatigue’ when setting up said alert mechanisms

Above all, Robbins emphasized that surveys must be structured in a way that accomplishes the research goals with the least amount of effort required by the guest according to these three principles:

1. Question sequencing that prioritizes specified feedback goals
2. Question wording or question format selection with precise and concise language to elicit results
3. Flexibility in adapting the survey with seasonal or monthly updates to the questions in order to test new ideas as well as stress certain facilities or services

Now with that human ‘judgment’ covered, let’s circle back to technology because, ultimately, surveys need to be automated in order to achieve any semblance of labor savings. In November 2023, it’s inevitable for AI to enter the conversation, either as natural language processing (NLP) to help scale sentiment analysis or another form of machine learning (ML) that finds patterns in the multitude. And as any IT professional knows, the amount of data hotels currently have is becoming overwhelming; AI will be pivotal to help guide this managerial judgment.

From the above tips, though, what’s apparent is that these technologies are just tools; they belie the need for veteran oversight to help hotels maximize the usage of the totality of data for any algorithm to chew on. Hence, the act of setting up then updating questionnaires shouldn’t be the sole responsibility of the hotelier who isn’t formally trained in survey design and cannot provide this adept oversight.

The risk nowadays is that if feedback response rates remain low, then the data won’t be big enough for an AI to accurately interpret. Simultaneously, of course, some of that ‘significance’ also won’t rise to the top to present those value-engineered solutions that will inform operational planning and future investments in a meaningful way that will increase long-term asset value.

Then on another note aside from AI, we pressed Robbins for an example of past work because we often learn best through stories rather than the abstract. Working with a 120-room independent property in Silicon Valley, the GuestInsight platform was able to drastically ramp up the number of completed surveys, with a year-to-date total of 819 internal completed surveys compared to 12 reviews on TripAdvisor, 67 on Google and 193 on Booking.

With over 20 times the number of surveys versus TripAdvisor reviews, this uptick in both the quantity and pace at which data was accumulating meant that the hotel was able to rapidly spot a significant trend from its declining scores and guest comments. Specifically, the breakfast offering was changed during the pandemic and was initially positively received, so the hotel kept it in place. But during the late spring months of 2023, this perception shifted and was quickly spotted by the metrics which started to trail off at the same time.

From this observation, amidst the hectic summer period the team was able to upgrade its breakfast service back to and beyond its pre-pandemic levels, with this positive, cost-effective change reflected in the post hoc responses. Overall, these sorts of minute-by-minute inferences are only possible when there’s proper survey design in place to maximize response rates and the amount of data received. And when you are able to spot enough of these trends, you ensure that no issue goes unnoticed and that the hotel is maximizing satisfaction to thereafter influence brand advocacy, the ability to grow ADR and, specifically for owners, long-term asset value.

Together, Adam and Larry Mogelonsky represent one of the world’s most published writing teams in hospitality, with over a decade’s worth of material online. As the partners of Hotel Mogel Consulting Limited, a Toronto-based consulting practice, Larry focuses on asset management, sales and operations while Adam specializes in hotel technology and marketing. Their experience encompasses properties around the world, both branded and independent, and ranging from luxury and boutique to select-service. Their work includes seven books: “In Vino Veritas: A Guide for Hoteliers and Restaurateurs to Sell More Wine” (2022), “More Hotel Mogel” (2020), “The Hotel Mogel” (2018), “The Llama is Inn” (2017), “Hotel Llama” (2015), “Llamas Rule” (2013) and “Are You an Ostrich or a Llama?” (2012). You can reach Larry at larry@hotelmogel.com or Adam at adam@hotelmogel.com to discuss hotel business challenges or to book speaking engagements.

Are you an industry thought leader with a point of view on hotel technology that you would like to share with our readers? If so, we invite you to review our editorial guidelines and submit your article for publishing consideration.

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