Will the Last Person to Check Out of the Hotel Turn Off the Lights and Close the Doors?
Once, hotels stood as beacons of hospitality, where every guest was treated like royalty. The lobby buzzed with the energy of travelers from far and wide, greeted by a concierge who knew the city like the back of his hand. Room service was a call away, and the meticulous housekeeping was a silent ballet that kept everything pristine. But those days are fading into memory.
The hotel industry is transforming, driven by the relentless pursuit of profit and efficiency. Daily housekeeping is becoming a luxury rather than a standard, replaced by a polite notice that services are available upon request. Introducing DIY services, a once-unthinkable idea, is now the norm. Self-check-in kiosks greet guests instead of warm smiles; digital interfaces have replaced friendly banter.
Artificial Intelligence has stepped in where humans once stood. AI chatbots handle reservations, AI-driven algorithms decide on room pricing, and robotic assistants deliver towels and toiletries. Efficiency is up, but the human touch is down.
This transformation is not without reason. A new generation of travelers, raised in the digital age, seeks efficiency and autonomy. They prefer texting to talking and apps to human interaction. Work-from-home demands have shifted the paradigm, turning hotel rooms into temporary offices rather than luxury escapes.
However, this doesn't have to spell the end of the golden era of hotel hospitality. There's a path forward, a way to blend the new with the old, technology with tradition.
Bringing Back the Personal Touch
- Hybrid Hospitality: Hotels can integrate technology without sacrificing the human element. A personal greeter can complement a self-check-in kiosk, offering assistance and a warm welcome. AI can handle routine inquiries, but human staff should be readily available for more complex or personal interactions.
- Customized Experiences: Leverage technology to offer personalized experiences. Use guest data to understand preferences and tailor services accordingly. Offer a menu of housekeeping options - from daily service to eco-friendly choices.
- Empower and Train Staff: Invest in staff training to ensure they can offer exceptional service, even in an increasingly automated environment. Empower them to make guests feel special through a personalized welcome note or a custom city tour.
- Foster Community: Create spaces that encourage human interaction. Host events, workshops, and social hours that draw guests out of their rooms and into shared spaces.
- Sustainable Practices: Emphasize sustainability, not just as a cost-saving measure but as a value proposition. Guests are increasingly environmentally conscious and will appreciate efforts to reduce waste and conserve resources.
- Blend Work and Leisure: Cater to the WFH crowd with well-designed workspaces but also offer leisure amenities. Think of yoga classes, evening entertainment, or collaborative spaces encouraging networking.
The hotel industry stands at a crossroads. The pursuit of efficiency and profit has led to a depersonalization of the guest experience. But there's an opportunity to redefine what hospitality means in the digital age. It's about striking a balance - leveraging technology to enhance, not replace, the personal touch that once made hotels special.
So, will the last person to check out turn off the lights and close the doors? Perhaps not. Instead, they might leave with a fond memory, a personal connection, and a reason to return. The golden era of hospitality isn't over; it's simply evolving.
Terence Ronson
Managing Director
Pertlink Limited
