Technologies such as global distribution systems, reservation platforms, accounting software, CRM, CMS, and other hardware and software innovations have helped reduce the workload and increase the efficiency of humans who work in the travel and tourism industry.
But are we marching down a path that will ultimately lead to the removal of all human intervention in what is undoubtedly one of the most relationship-rich segments of the economy?
We are already frustrated with convoluted phone trees, robotic cancellation messages, and overly complex on-line booking engines, should we really be looking at more ways to automate the travel experience before we find ways to make the current automation better?
Recently, IHG announced that is using a new technology called OpenWays which allows you to use your smartphone as a hotel room key.
[More background on the OpenWays system]
The OpenWays system would send a custom sound file to the guest’s smartphone in advance of arrival allowing the guest to bypass the reception desk and go directly to the room.
Sounds like a great idea, right? But let’s think about this from a human interaction standpoint. The reception desk in any hotel is usually the first point of contact for the guest with the hotel.
The front-desk staff acts as the face of the hotel and provides the guest with an opportunity to create a relationship, not only with the person but with the hotel.
I can hear the arguments already… “What about flight check-in, that can be fully automated, why not hotel check-in?”.
Fair enough, however, there are actually more human touch points before boarding, for example with luggage drop-off, at the gate, and boarding the aircraft.
What does this type of technology represent in the long term? From a technologists perspective, I can fully appreciate the convenience of using my smartphone as a room key.
I can also appreciate the coolness factor of being able to offer the service. But are these types of technologies really where the industry should be going?
I don’t think so. Why? Because with each small removal of human contact in the customer experience, we devalue the customer and introduce more potential customer service issues.
Think about it for a moment, what message do you send a customer when you say… “Skip the reception desk and go straight to your room using our convenient smartphone key service.”
This message says that the reception is a barrier to you going to your room and is less convenient than automated service. Who works at the reception desk afterall? People do and in providing an opportunity to bypass the humans you are implying that people are an inconvenience.
In many cases, automation represents a bottom line savings to a corporation looking to increase profitability.
I argue that there are many areas of business process that can be automated and streamlined using technologies, but there are an equal number of areas that scream out for more human intervention.
Feel free to automate the phone and entertainment systems, use technologies to make the booking process faster, easier, and more reliable, and use tools to contact me after my stay.
But use these automation tools and systems to make it easier and more efficient for the people in the industry to do their most important job, provide guests with the best experiences possible.
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About Stephen Joyce
Stephen, I agree. I also think that particularly in a hotel you want to be welcomed, especially if it is for vacation. For me it’s part of the experience. Maybe less so at cookie-cutter business hotel. And I do understand that sometimes after a long day of travel all you want to do is go to your room and lie down, but sometimes travel can be a very solitary experience even on a plane full of people, so it’s nice to have someone to say “hi” to you.
And if you’re staying at a Doubletree, your phone can’t hand you a warm chocolate chip cookie
Don’t quite agree. For me it’s all about customer choice. If I want to go straight to my room and get a shower, instead of waiting impatiently (yes, that’s me) in a line where some people have a thousand questions to the receptionist. For the same reason I prefer to not have a bell hop deliver my bags but bring them myself. As long as those who prefer personal interaction have the option. I have no problem with technology being offered as well.
What’s the percentage of truly welcoming personal service v. the formulaic Hi, welcome to brand X blah, blah… I take quick, efficient, smart tech over the latter anytime and I think that it unfortunately is the majority of cases.
I agree it should be about customer choice, you never want to force a customer into one stream or another. My issue is that so many resources seem to be spent on making things more efficient without making the people more efficient. If there is a 100 person line up at the reception, shouldn’t the focus be on providing technologies and training that make the reception more efficient and not just technologies that bypass the reception entirely?
With regards to the percentage of personal vs. formulaic greetings, I think this is indicative of a downward service spiral. The customer service is poor, so we give guests options to avoid dealing with people, therefore the need for customer service decrease, hence the customer service becomes poor.
I totally agree with you on those points. But here’s the reality as I see it: Maybe because I’ve been dealing with these issues as a user for decades now! – I tend to be more of a pessimistic realist than an optimistic realist. How much lip service has been paid for too long by too many companies about their employees being their major resource, internal customers, empowerment, knowledge management etc. You name any of these terms, or rather “buzzwords” and where do we stand today? By and large still with the same tired message on hold that says “your business is very important to us, all our representatives are busy serving other customers”. I can’t stand hearing it any more. If more senior executives would call their own support lines they might change it, but then again, probably not as they must have heard how bad the situation is.
So, for me, and I don’t think I’m alone, until they take improving the human interaction seriously, I’ll take a technology end around solution anytime.
Joe, but I think IVR and ACD systems are a prime example where technology doesn’t improve the situation, but actually makes it worse as companies use the technology as a crutch and don’t address the root cause of the problem at hand. I think on this, we’re all in general agreement.
But the result is poorer service all around. You stem the pain in one area, but end up increasing it somewhere else. So by accepting their “technology” solution…you’re “letting the terrorists win” as it were.
Of course all of this comes from a guy who’s company helps other companies build software that solves a variety of problems or automates different business processes.
Hotels that use technology to reduce guest interaction will generally be hotels where they know a portion of their guests want that technology. Like business-class properties where harried business travelers just want to get in their room and keep working, or road-side properties like Accor’s Formule 1 where a credit card can act as your room key, or large resort properties. Personally, I would gladly skip the 100 people in line to check in at the 4,000-room Bellagio in Vegas with my iPhone.
But it won’t work unless the guest has a choice, and no hotel is on record as saying they will get rid of their front desks. As an ex-hotelier, I can say this is all about service and letting guests interact with the hotel in their preferred manner, which should make both Glenn and Joe happy.
I agree but at the same time… I hate having people talk to me when I travel. Its kind of embarrassing to say something like that, but thats why I keep my headphones in while on planes or trains, I want to think about things or write whats on my mind without being interrupted. In something budget, its probably easier to check in yourself rather than stand around for half an hour only to be given a bad attitude.hat being said, I would expect awesome, personal service in luxury hotels. Horses for courses!
Oh, and good job finding a Tnooz branded robot arm!
I agree with the points about giving the customer choice. However, if the travel industry starts introducing more tech-based services at the expense of the quality of human-delivered services, it will be a disaster.
Imagine getting in from that long-haul flight, bypassing the line at reception and heading straight for your room fantasizing about the shower and nap you are going to take. You reach the door, take out your phone — but there’s a glitch and you can’t get in. Call reception — impenetrable phone tree.
If tech can help businesses reduce workloads, it should benefit the quality of the human-to-customer interaction. I can’t see people being taken out of the equation completely.