The future of the hotel industry in 2020_ a session with peter o’connor

This week, we tuned in to a fascinating webinar held by Revinate, SiteMinder and IdeaS. My yoga online samsung In this webinar, Peter O’Connor, Professor at ESSEC Business School looked at what the future of the Hotel Industry will look like in 2020. Yoga and pregnancy what to avoid In order to research this, he did two things: 1) conducted a written survey with a group of hoteliers; 2) held a think-tank session with consultants and senior operational managers from hotels.


When doing so, he asked the two groups two questions: who is the guest of 2020 and what technology based systems will be used by hoteliers in 2020?

Both the survey respondents and the think tank session gave similar responses when posed this question – and the answer was quite predictable. Yoga routine for beginners at home Both groups understood that guests are becoming increasingly tech-savvy and sophisticated travellers. Dahn yoga They all expect personalisation, want unique experiences and have higher expectations. Online yoga videos youtube However the real question they all had was: how do hotels achieve this? It was very quickly identified that truly understanding your guest is the key to success. Yogamatters code Without a deep understanding of guests and website visitors, hoteliers will quickly fall behind the emerging trends in the industry.

With this in mind, the results were quite surprising. Ramdev baba yoga for weight loss images The respondents in the written survey gave very conservative answers: all the systems they suggested (Revenue Management Systems, CRM Systems etc.) are already being widely used in hotels. Pilates workout 30 minutes legs So much so that the results for this question were very similar to the results of the same question asked back in 1990. 7 yoga poses for insomnia It became evident that it’s actually quite difficult to describe something that doesn’t yet exist.

“Big data” is a term that is talked about a lot, but rarely used in the hotel industry. Yoga studio berlin kreuzberg Data is currently not being leveraged in the right way. Meditation tips for anxiety There are four main systems which he identified based on the responses:

When asking the experts which of these systems were the most urgent and important to put in place, they responded: AI and Machine Learning based systems. Essay on yoga in english Their belief was that once these are in place, everything else could stem from that.

• Integrated Message – having a single view of the guest. Bikram yoga dublin ohio Guests are being asked for the same data multiple times during their booking process as well as when they are in-stay, despite them being frequent visitors. All about yoga review Hotels want an almost ‘apple like’ view of the guest, so that they can be identified across any distribution channel. Yoga loft Without this, none of the predictive analytics can work.

• Customer Profiler – in order to better understand the needs of the guest so they can better target their marketing efforts online. Yoga stretches for relaxation Email has become passé and is now a foreign concept to most travellers. Best yoga poses for concentration Hotels must adapt to new forms of communication – such as instant messaging.

• Beacons of communication – systems that allow you to push the right messages to the right guests at the right time. Face yoga I.e. What is yoga fusion if you know someone practices yoga – alerting them to a session the following day only once they arrive back in their room the night before.

So the question is: if there is so much potential to improve the technology systems, why were the original respondents suggesting software that was developed 20 years ago? The problem here is that there are roadblocks in getting new technology live within hotels.

• Siloed Data : hotel data on customers is held in siloes. Yoga loft woodbridge Few hotel systems integrate with each other meaning that there is no singular profile of the guest. Yoga chicago magazine Improving and getting all the systems talking to one another is not happening fast enough and is one of the biggest barriers to progress.

• Data Protection / Privacy – linked to this lack of integration is data protection and privacy. Aerial yoga classes indianapolis Hotels have been a prime target for hackers and therefore there are severe limitations in place with regards to what can be stored on the guest. Yoga and pregnancy poses This limits any guest-centric, data focused development.

• Difficulty in making the business case – it is increasingly difficult to clearly demonstrate the cost of new technology. Yoga teacher salary per class When vendors come to hotels with new systems, they need to clearly and effectively show how they anticipate their system will add to both the top and bottom line of a hotel’s revenue.

• Pioneering spirit (or lack thereof) – few hotels want to push the barriers; they are more comfortable sticking with what they know. How to do yoga nidra No one seems to be willing to lead the innovation. Yoga edinburgh leith The hotel industry needs a new breed of manager with different skill sets and competencies, and an open mind.

In summary, we need to reflect the growth of peer-to-peer markets such as AirBnB. Yoga teacher jobs chicago They adapt to user needs and deliver experiences in a highly personalised and flexible manner. Importance of yoga and meditation in all round development Hoteliers need to leverage their assets, the understanding of their guests. Sup yoga near me Hotels have a huge wealth of knowledge on consumers at hand – when they book, what they book, whether they’re alone or with family, even what they watch on TV and eat for breakfast. Sun yoga dortmund Hotels need to use all this data in order to keep up with other industries.

• Direct bookings are more expensive to obtain than ever before. Yin yoga hip opening sequence Why? Hotels are simply not getting enough direct business to water down the costs of driving the traffic, developing websites and converting the customer. Yoga asanas for upper back pain The challenge here is one of volume.

• So how do you get this volume? It all comes down to conversion rate. Isha yoga usa Hotels need to invest in making a higher percentage of their website visitors actually convert and buy..

• How can they improve the conversion rate? Personalisation – it’s all about understanding the customer. Kula yoga shala jupiter florida Amazon know everything their customers have bought and searched for and use this data to customise their messages accordingly. Meditation music sleep Hotels tend to communicate more generic messages, proposing a single room even if your history shows you’ve always travelled with family. Yoga sydney ns By presenting people with the right message, clearly adapted especially for them is a very simple way to increase your conversion rate.

• All hotels need to make sure they have some form of analytics software to understand where their guests are coming from and what the conversion rate of each channel is.

• It’s more difficult to do on the first visit, but there are simple changes you can make. Prana yoga For example, you can track the country they are in and automatically change the language.

• A big challenge will be the data privacy issue – how much data do you share of the customer? How far can you go without being intrusive? This largely comes down to cultural preferences. Earth yoga redondo beach Some people prefer more recognition whereas others are more modest.

• This is quite interesting: Millenials / Generation Z offer contrasting views. Yoga poses for back pain relief In one breath they say that they want to be anonymous, they use VPNs etc.; in the next breath they talk about how they want things personalised. History of yoga in america They want to have their cake and eat it.

• For younger people there is some pushback but at the same time they want the benefit of being tracked and analysed. Hatha yoga youtube intermediate Simple fact in the future is that they won’t have the choice and it’ll just happen.

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