What Will New Technologies Bring to Hospitality?

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Computer technology giant Oracle has been looking into consumer attitudes toward new technologies and recently announced the findings of two hospitality research initiatives: Oracle Hotel 2025 and Oracle Restaurant 2025. The goal of the studies was to identify attitudes toward new tech and how the implementation of these technologies will shape consumer behavior in the years to come.

One of the key takeaways is that consumers are most willing to engage brands with new technology if they feel that they are in control of their experience. Oracle also cautions hospitality operators to be wary of implementing automation without personal service.

The Hotel 2025 and Restaurant 2025 reports audited 250 restaurant operators, 150 hotel operators and 702 consumers in February 2017 on their reactions to technology’s role in the guest experience over the next eight years. Here’s what they found:

 

Recognition and personalization will be a driver for future technologies

  • 33 percent of restaurant and 72 percent of hotel operators say that guest recognition via facial biometrics will be in use within the next five years.
  • 31 percent of restaurant guests and 41 percent of hotel guests will be more likely to visit an establishment with greater frequency if they are recognized by a server or associate without having to give their name or show a loyalty card.
  • Both restaurant (49 percent) and hotel (62 percent) guests agree that having this recognition would improve their experience.
  • 47 percent of hotel guests agree that using artificial intelligence to suggest items based on past purchases would improve their experience.
  • 72 percent of hotel operators agree that AI-based systems that leverage guest preferences and buying history to make targeted dining recommendations will be mainstream by 2025.

 

Consumers are warming to voice-activated experiences

  • 59 percent of hotel guests believe controlling their room via a voice-activated device would enhance the guest experience and operators agree. Hotel operators polled indicated that managing room control and ambiance management (78 percent) via voice activation would be widespread by 2025. Hotel operators also believed that ordering room or hotel services (70 percent) via voice activation would be adopted by 2025.
  • Operators are keen on gathering customer feedback by voice; 61 percent of restaurant operators and 68 percent of hotels said this will be in use in the next 5 years.

 

Virtual reality will enhance the booking and on-property experience in hotels

  • Consumers also indicated that virtual reality tours of hotel properties (66 percent) and virtual reality lounges for entertainment (44 percent) would improve the guest experience.
  • Hotel operators also believe virtual reality technology will be widespread by 2025 with a variety of use cases: staff training (68 percent), guest entertainment on property (64 percent), and previewing meeting rooms (63 percent).

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