The state of the hospitality and travel industry is constantly changing. Today’s hotel guests are relying on technology that is fully integrated into the guest experience. In a recent virtual roundtable hosted by Hotel Management and sponsored by Spectrum Enterprise, experts discussed how hotel owners and operators can leverage technology to distinguish their property's guest satisfaction levels to gain—and retain—market share.
Guest Reliance on Technology
Travelers are increasingly tech-savvy, said Darren Desilva, head of technology at Arlo Hotels, and they expect the hotels they stay in to offer dependable access to the same technology they use at home. “Having a reliable partner like Spectrum Enterprise is key for us because steady, reliable connectivity is among the basics for us,” Desilva said. “It is a basic amenity.”
There has been an increasing reliance on digital engagement across the industry, largely driven by the growing usage of mobile apps and texting between guests and staff using tablets and mobile devices. As travelers have rising expectations for digital engagement, hoteliers have an opportunity to meet these needs in terms of technology.
Andrew Craver, vice president of segment marketing at Spectrum Enterprise explained that supporting more devices, tools and digital-first interactions requires a modern network. As the volume of data and connected devices grow, so do demands on the network and personnel responsible for its management. “Many partners are asking us to take on more of their workload around day-to-day network operations and cybersecurity risk mitigation procedures,” Craver said. “As a technology services provider, we understand that an increase in users and applications equates to more complexity, an expanded attack surface and increased demand for bandwidth on the network.”
Connectivity as the Foundation
Always-on connectivity is an essential part of living a modern life. With the advent of generative artificial intelligence (AI) and smart hotels, the current state of internet connectivity and its relationship with a hotel’s technology stack is crucial for hoteliers to consider moving forward.
Desilva agreed that always-on reliable connectivity is critical and advised hoteliers to work with technology partners that cultivate strategic partnerships and personalized relationships. Desilva cautioned that the continuing expansion of Internet of Things (IoT) and recent developments like AI are still “too new” for hotels to fully leverage. “As a company, Arlo Hotels has made many investments on the technology front in terms of reliable connectivity,” Desilva said. “It is important to work with a strategic partner that can scale and grow with you.”
Increasing Technology ROI
Hoteliers can improve their financial bottom line by leveraging technology. Desilva stated that better technology experiences lead to better reviews and an increase in repeat bookings, which can help hoteliers reach occupancy goals more efficiently.
Craver said, “Hoteliers want to work with a partner that can oversee everyday network management and administration, so that IT staff can optimize technology to drive revenue and expand margins. Providing a premium WiFi tier is an example of a relatively simple way to begin realizing additional revenue via a modern network.” Craver also noted that technology can be used by hotels as a brand differentiator factor, enabling a hotel to execute premium pricing strategies.
Scaling Support and Augmenting Staff
Hoteliers remain challenged with sourcing and retaining the IT talent they need for operations. Desilva said that Arlo Hotels is reviewing technology options to fill the gap. “It’s no secret that all sectors are suffering from worker shortages,” Desilva said. “Technology is helping at Arlo Hotels in that we have a lot of platforms that are user friendly, and we’re trying to implement guest communications with automation.”
Craver explained that hoteliers increasingly seek technology partners that offer tools to automate tasks in order to augment the capacity of existing IT staff. He said, “Working with a single-source provider [like Spectrum Enterprise] that offers a comprehensive networking solution gives IT teams the opportunity to focus more on their core business by alleviating the workload of operating their network via fully or co-managed services.”
Elevating a Modern Network
Hotels need a modern network that supports delivery of the experiences guests expect, from self-service and contactless interactions to delivering reliable streaming entertainment options. A modern network can also support improvements in physical and cyber security and provide employees flexibility while performing their work on-the-go. “If you are managing multiple providers, it’s costing you time and money,” said Craver. “There is a benefit to having one vendor design a solution with services that are easily implemented and scaled without costly infrastructure upgrades.” Craver noted that Spectrum Enterprise brings over 20 years of hospitality experience in supporting hoteliers across each stage of network modernization from network design and implementation to the management and support of networking solutions that are budget friendly and enable a premium guest experience.
Hoteliers need to stay one step ahead of guest technology and entertainment expectations, and choosing the right partners and tools is a key step in the right direction.
Watch Optimize Guest Interactions with Technology - What's Changed in 2023? here.
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