智能客房 Smart rooms
拉斯维加斯永利酒店（Wynn Las Vegas）有近5000个房间可通过亚马逊Echo音箱来语音激活。与此同时，希尔顿正在Beta测试自己首个以移动科技为核心的酒店房间。入住的客人只需点击手机屏幕，便可控制房间内的温度、照明、百叶窗、恒温器和电视。同样，万豪酒店也即将试运营自己的“物联网房间”，在房间内提供的服务包括可按需播放瑜伽视频教程的镜子和可上传亲友照片的数字相框等。
Almost 5,000 rooms at Wynn Las Vegas are already voice-activated via Amazon Echo. Meanwhile, Hilton is beta testing its first mobile-centric hotel room, where guests can control temperature, lightning, blinds, thermostat and TVs with just a tap on their phones. Similarly, Marriott is about to soft-launch its “Internet of Things room”, offering services like mirrors with on-demand yoga tutorials and digital frames to upload friends and family photos during one’s stay.
The trend is pretty clear: in 2018 AI, domotic and IoT will bring the concept of personalization to a level that was unthinkable just five years ago. Guests can now resume their favorite Netflix series right where they left off or play their favourite Spotify playlist as soon as they check in.
Bed sensors will know when they are awake or asleep and optimize the room temperature and lightning accordingly. We may be tempted to think that this all sounds like the plot from a cheap sci-fi novel from the 50’s, but by the time you finished reading this paragraph, 200 doors were unlocked by a digital key at Hilton.
运营管理软件 Operation management softwares
Improving the quality of staff interaction in hotels has never been as important as it is today. Ping-pong communication between departments is, sadly, more the norm than the exception and, in order to stay competitive, hotels will have to review their workflows.
The good news is that advancements in technology, cloud computing and more scalable third-party API integrations with PMS and CRM made operation management software relatively affordable, so smaller independent hotels will be finally able to benefit from solutions such as Roomchecking, Quore and Properly. Implementing real-time tools to improve guest satisfaction and facilitate team communication is not an option any longer, not even for “laggards”.
大数据和客户关系管理系统 Big data and CRMs
Remember when all a reservation office had to do was answering to phone calls and emails? Well, those days are long gone. Today’s guests interact through a ridiculously high number of contact points: review sites, social media, real-time messaging apps and OTAs, so it’s getting harder for hoteliers to be reactive on all channels 24/7. That is why customer relationship management systems will have to reshape themselves in 2018, by shifting from overcomplicated tools in the hands of S&M departments exclusively to easy-to-interpret centralized hubs accessible to every department.
良好的客户关系管理系统（CRM）必须要处理来自各种源头的数据，同时以清晰、易读的方式简要呈现客户的需求、品味和购买习惯。如果酒店无法正确地整合和挖掘数据，则“体验式营销”、“定制服务”和“个性化”只会沦为被过度使用的流行词。Cendyn、Data Vision Tech和 Experience Hotel等酒店科技企业都在日益向这种集中的策略转变。
A good CRM system will have to process data from all sources and present a clear and readable recap of each guest needs, tastes and shopping habits. “Experiential marketing”, “tailor-made service” and “personalization” are nothing but overused buzzwords if hotels fail to correctly aggregate and exploit data. Companies such as Cendyn, Data Vision Tech and Experience Hotel, just to name a few, are shifting more and more to this centralized approach.
移动科技和预测型应用软件 Mobile and predictive apps
“There will come a time when it isn’t ‘They’re spying on me through my phone’ anymore. Eventually, it will be ‘My phone is spying on me’” predicted Philip K. Dick. And he was right. Mobile devices are virtually present in any micro-moment of the booking journey: from research to planning, from booking to post-stay experience sharing, guests depend almost entirely on their phones. They expect to find multiple electrical outlets and USB charging points in their rooms and they want to be able to do more with their mobile devices than just calling an Uber.
On top of that, travellers are more and more relying on their phones to get suggestions as well. Trips, Google’s Travel Assistant, is the perfect example: travellers simply have to connect the app to their email account and Trips will pull all the information about past and future hotels, restaurants, flights and taxi reservations automatically, suggesting things to do in the area, where to eat or drink and creating itineraries based on historical data from other users of the app.
According to Google, Trips will implement more proactive suggestions (à-la-Google Now) in the future, with other companies like Mezi adopting the same predictive approach. And if it is true that the EU General Data Protection Regulation lurks in the shadows like the character of a Lovecraft story, on the other side I doubt that travellers will easily give up to this kind of personalization in favour of more privacy.
机器人与会话式营销 Bots and conversational marketing
That being said, it is easy to understand why 2018 will be the year of bots. With more than 100,000 active ones on Facebook Messenger only, the technology behind chatbots will become more and more scalable and affordable even for smaller companies. In fact, today a chatbot is an efficient yet inexpensive way for hoteliers to interact with their guests (and potential ones) during each step of the booking journey.
人工智能会话式营销或许是与客户联系的最佳方式，因为此方法能够以实时的方式向客户提供极有针对性、极中肯的信息。这意味着酒店可节约人工成本，客户也可享受更优质的用户体验。例如Tell The Hotel就是一款可与几乎所有客户关系管理系统轻松整合的聊天机器人。其能够帮助潜在客户获取即时回复、预订房间或管理已有预订，过程中均不需要客户与人工客服对话。
AI conversational marketing is probably the best way to connect with your customers, as it provides them highly targeted and pertinent messages in real-time. This means staffing cost saving for the hotels and better UX for the customers. Tell The Hotel, for example, is a chatbot that can be easily integrated with virtually any CRS, helping potential customers to get immediate answers, book a room or manage their existing reservation without the need to talk to a human being.