6. TECHNOLOGICAL (R)EVOLUTION
The preceding five trends have a major influence on the
demand aspect of tourism and also influence the next five
trends, which impact changes in supply, thus together they
shape the future offering in tourism.
Tourism is strongly influenced by the progess of the
technological revolution that is shaping and changing
everyday life. Technology has become an integrated part
of daily life with mobile internet, navigation systems and
smartphones, thanks to which people are constantly
connected to the digital world. The Internet has already
changed the way tourists search, explore, book and
experience travel. The whole industry has to adopt new
technology trends, rethink their strategies and reshape the
way they provide services.
Robots (maintenance, guest service, and room service),
holograms with avatars (reception, staff), interactive
displays, smartphones and gadgets are already becoming
a reality for the hotel industry. Some parts of this
technological future are expected to become an integrated
part of the tourism sector; however the level of technology
in each company will depend largely on its strategy and
positioning.
So what does the techonolgical future look like in
hotels specifically?
Some hotels are already offering different solutions to
accomodate guests, which might build a picture of a
typical hotel in the future. The registration at reception is
carried out immediately via smartphone; the receptionist
can see in real-time guests’ insights on a tablet screen,
and all the preferences related to the room are adjusted in
real-time so that when a guest enters the room the lighting
is automatically adapted, the temperature is optimal, the
guests’ favourite music is playing and the TV programs are
filtered.
During the vacation, the guest gets real-time information
on programs and activities in accordance with documented
preferences and gets proposals for new possibilities on the
selected devices (via smartphones, wearables etc.). All of
this contributes to a complete experience for the guest
leading to their greater contentment, increased level of
consumption and ultimately it will increase their loyalty.
Nevertheless, there will be challenges like selecting the
appropriate technology for the guest, avoiding the pitfalls
of using technology just for the sake of it, and optimizing
such technology for the benefit of the guest and to
improve their experience.