At a panel discussion on ‘How Technology is Impacting the Hospitality Industry’ during the 28th edition of Food Hospitality World (FHW) in Bengaluru, general managers of leading hotels in the Garden City opined that it is important to integrate technology with people By Steena Joy
Every industry today is using technology to drive business and growth and the hospitality industry is no different. From keyless room access to cloud-based management and seamless check in/out, hotel companies are adopting technologies to keep pace with their guest requirements, especially the millennials who are well travelled and tech savvy.
During the 28th edition of Food Hospiatlity World in Bengaluru this June, a Hospitality Think Tank of general managers discussed ‘How Technology is Impacting the Hospitality Industry’. The panelists included Mahesh Pillai, GM, The Zuri Bangalore; Nicholas Dumbell, GM, Marriott Hotel Whitefield; Saurabh Gahoi, area GM, Bangalore region, Lemon Tree Hotels and J P Menon, GM, St Marks Hotel Bangalore.
The millennial guest
Opening the discussion, Dumbell said, “Technology is is all about what works and what doesn’t. Millennials are the future. They are all tech savvy. They love technology but they also love hospitality. So while the next big thing is opening the room door with technology, we must not forget that hospitality is all about the personal touch and here in India we have the luxury of large manpower. So we must use it.”
Joining in, Pillai opined, “Technology is omnipresent so the hotel category is not important. It has become a requisite than a luxury. So our investment in technology has to be much more. Look at the success of Airbnb; technology opens a lot of doors. Millennials are not conventional so it is upto us to gear up and grab the opportunities to survive the race. But yes, we cannot take people out of the equation. So the key is to integrate technology seamlessly with people.”
Gahoi agreed, “My primary consumer is the business traveller. And all he wants is a good room, a good sleep and good breakfast. In providing this, technology is proving a boon to us. We have put a cloud based system in our hotels. So a guest who has stayed with us earlier can seamlessly check into any other Lemon Tree hotel.”
Menon opined that times have changed with technology-driven innovations and keeping pace is crucial. He informed that St Marks Hotel is in the process of launching an app which will give more value added services to its guests. He however cautioned, “Technology has to be used at the right level and the right place. We need technology with a soul. It has to be done right so we do not outsource it.”
Get social, but stay connected
The general managers also gave their insights on the effect of social media. Dumbell believed that, “The secret to engaging with our guests on social media is that it should not be a sales pitch. Chefs are celebrities now so posts by them are very popular. So social media is very important for us.” He added that the greatest change is in online bookings. “This way we can get data about our guests so that we can personalise their stay, “ he said.
Pillai pointed out another aspect. “Social media is also bi-directional. Like we can connect to our guests, our guests can also connect with us so it is easier to reach out to the customer. However, it is not cost effective as it is expensive. Besides, turnaround times have come down drastically with the increasing use of social media,” he said.
While Gahoi agreed that it is important to find out how these platforms can be channelised, Menon summed up the point when he said, “We can certainly reap the rewards. But it is also a double edged sword. So we cannot let our guard down because you are only as good as your last guest.”
Commenting on expectation of millennials, Dumbell informed, “I see a change from white gloved luxury to choice. Millennials look at their phones some 150 times a day! They travel a lot more and they want to learn something from their travels. So we need to focus on telling them things that are not available online, give them individualised experiences which they can brag about on social channels.”
Pillai added, “With millennials nothing is constant. They keep migrating. The pace is quite fast so we have to keep pace with them. Also, we must try to make technology less intrusive.”
Menon believed that millennials have to be treated with kid’s gloves while Gahoi felt that millennials are open to share data about themselves as long as they get something in return. “We are also pushing loyalty programmes because millennials like them,” he informed.