Five ways automation is changing the guest experience

The hospitality industry is undergoing a significant transformation driven by emerging technologies and changing consumer expectations. In an era where efficiency, personalization, and seamless service take precedence, automation has become imperative for sustainable, long-term growth.

Understanding the modern guest journey

The guest journey has evolved from a linear series of touchpoints to a dynamic, multi-channel experience. Today's guests interact with hotels through various platforms and devices before, during, and after their stay.

Guest interactions happen anytime, anywhere: Guests engage with multiple touchpoints before making a booking decision, including hotel websites, social media, and metasearch engines. These interactions happen across a variety of digital platforms, requiring a seamless and adaptable approach.

It must be easy: Guests expect seamless and personalized experiences when interacting with front desk services, room service, and mobile apps. Hotels utilize connected devices to offer real-time updates and services, improving convenience and satisfaction.

Listen and act: Guests provide feedback through surveys, online reviews, and social media, allowing hotels to gather valuable insights for future improvements. At this stage, interactions often include engagement with loyalty programs, encouraging repeat business and fostering customer loyalty.

Elevating the guest journey with automation

Automation addresses the complexities of the modern guest journey by enhancing the overall guest experience—elevating expectations while streamlining operations. Here’s how automation is making an impact:

1. Evolving guest expectations

Guests today expect real-time, on-demand services they experience with companies like Uber, Amazon, and Netflix. Automation enables hotels to deliver a seamless, contactless, and personalized experience through amenities such as self-service kiosks, mobile check-in/check-out, and smart room controls. By integrating artificial intelligence (AI) technologies, hotels can meet these high expectations for convenience and efficiency, not only boosting guest satisfaction but also setting the bar for success in the competitive hospitality industry. 

2. Optimizing revenue

Automation empowers hotels with AI-powered revenue management and pricing optimization tools. These tools work similarly to those used by travel and ride-sharing apps, allowing hotels to adjust prices in real time based on demand. By leveraging machine learning algorithms, automated revenue management forecasts demand and optimizes pricing strategies. This proactive approach ensures hotels can respond swiftly to market changes, maximizing occupancy rates and overall revenue. With these integrated technologies, data-driven insights are transformed into actionable strategies for greater profitability.

3. Addressing labor shortages and costs

The hospitality industry is experiencing a volatile job market, with labor shortages and rising wage pressures threatening growth and sustainability. Automation steps in as a solution with workforce management tools. These tools streamline tasks such as scheduling, time tracking, and performance management. This allows managers to free up valuable time and focus on guest interactions instead of tedious paperwork. Beyond streamlining workflows and reducing administrative burdens, automation boosts employee satisfaction with a more efficient work environment, benefiting both hotels and staff.

4. Improving operational efficiencies

Another thing automation does is bring efficiency to both front-of-house and back-of-house operations in hotels. By integrating point of sale (POS) systems with property management systems (PMS), tasks like room bookings, billing, and inventory management can be automated. This smooths out operations by speeding up service delivery and minimizing errors. These systems also provide valuable operational insights that can help hoteliers monitor staffing needs, inventory management, and key profitability metrics.

5. Enhancing guest experiences

Automation is transforming the hospitality industry by offering guests a more convenient and personalized experience. Mobile apps empower guests to access services, receive real-time updates, and request amenities on the go. AI-powered chatbots handle routine inquiries, freeing up valuable staff time for more meaningful guest interactions. Beyond the benefits of convenience—automation also generates valuable customer data on guest preferences, spending habits, and satisfaction levels. This data empowers hoteliers to personalize the entire guest journey, tailoring experiences to individual needs and enhancing overall satisfaction.

The hospitality industry is at a crossroads, with legacy systems struggling to meet the demands of modern guests. Automation offers a solution that better positions hotels to thrive in an increasingly competitive landscape. To stay ahead, hoteliers must prioritize strategic digital transformation and invest in integrated, cloud-based hospitality management systems. 

To learn more about Infor® Hospitality solutions, read our eBook “The future-ready hotel: Strategic technology adoption for industry leaders” and discover how hoteliers are adapting their operations for the modern guest journey.