「中英」2018酒店业五大趋势 你都知道吗?

「中英」2018酒店业五大趋势 你都知道吗?

【旅游高参】2018伊始,各行各业的人们都对新的一年充满了憧憬和规划,让我们一起来看看新的一年酒店业将有哪些值得关注的趋势。

「中英」2018酒店业五大趋势 你都知道吗?

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.

这样的趋势是显而易见的。2018年,人工智能、家居自动化以及物联网将使得个性化的概念迈向一个在五年前难以想象的水平。如今客人一入住,便可在房间内紧接着上次的情节观看网飞的电视剧或播放Spotify中最爱的歌曲。

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.

床铺传感器会知道客人何时醒来、何时入睡,并相应地优化房间内的温度和照明。或许我们不禁会认为,这看上去像是上世纪50年代科幻小说里面的情景。然而,就在你读这段话的同时,希尔顿已有200个房间的门被数字钥匙打开。

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.

「中英」2018酒店业五大趋势 你都知道吗?

运营管理软件 Operation management softwares

在酒店内增进员工之间的互动,从未像现在这样重要过。遗憾的是,酒店各部门之间打太极已是常态。因此,酒店要保持竞争力,就必须要审视自己的工作流程。

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.

令人欣慰的是,科技的进步、云计算以及越来越多可扩展型第三方应用程序接口和酒店管理系统以及客户关系管理系统的整合,都使得运营管理软件的成本相对更划算。这样,规模较小的独立酒店最终将能够从Roomchecking、Quore和Properly等技术解决方案受益。利用实时工具来提高客户满意度、促进团队之间的沟通,再也不是可有可无,甚至对于“落后者”来说也是必需开展的工作。

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”.

「中英」2018酒店业五大趋势 你都知道吗?

大数据和客户关系管理系统 Big data and CRMs

还记得酒店预订处能做的只有接听电话和回复邮件的日子吗?是的,这样的日子已一去不复返。如今的客人通过大量的联络点与酒店互动,包括评论网站、社交媒体、实时信息传送应用软件以及线上旅游代理商。因此,酒店业者要每周7天、全天24小时在所有渠道予以响应已变得更加困难。正因为如此,客户关系管理系统(CRM)才必须在2018年焕然一新,要从只由市场营销部掌握的一项过度复杂的工具,转变为所有部门均可使用、可轻松解读的集中式枢纽。

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.

「中英」2018酒店业五大趋势 你都知道吗?

移动科技和预测型应用软件 Mobile and predictive apps

“总有一天人们不再说‘他们在利用我的手机监视我’。最终人们会说‘我的手机在监视我’”,科幻小说作家Philip K.Dick曾这样预测。他说得没错。移动设备基本上存在于预订历程的所有微时刻里。从搜索到规划、从预订到入住后的体验分享,客人几乎完全依赖于自己的手机。他们希望在酒店房间内能够找到多个电源插孔和USB充电孔,并希望自己能够利用移动设备做更多事,而不只是在Uber约车。

“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.

此外,旅客也日益依赖于自己的手机来获取各种建议。谷歌的出行助手Trip软件便是完美的例证。旅客只需将Trips与自己的电子邮件账户绑定,这款软件便会自动提取过往和未来的酒店预订、餐馆预订、航班预订以及出租车预订的所有相关信息,推荐当地的活动、餐饮,并根据此应用软件其他用户的历史数据来创建行程。

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.

据谷歌表示,Trips未来将推出更具前瞻性的建议(类似于Google Now)。聊天机器人购物应用Mezi等其他企业则在采纳类似的预测型方式。另外,我们有理由相信旅客也不会由于过于担心隐私而轻易放弃这样的个性化建议。

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.

「中英」2018酒店业五大趋势 你都知道吗?

机器人与会话式营销 Bots and conversational marketing

2018年将成为机器人之年并不难理解。仅脸书Messenger就有10万多个活跃的聊天机器人。因此,聊天机器人背后的技术也将日益具备可扩展性,甚至对于小规模企业来说也会更加经济实惠。事实上,如今的聊天机器人对于酒店业者来说是一种高效而又廉价的方式,让酒店能够在客人(和潜在客户)预订历程的每一步都与其互动。

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.

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