I was employed at the hospitality industry for almost ten years and received my Bachelor in International Hospitality Management (2005). There are other interesting projects going around like the automated hotels in Tokyo or Virtual reality by Marriott. Such sites allow guests to filter hotels by location, price, and proximity to the airport. Combining the ideas in self check-in and simpler room keys, a number of hotels are moving to mobile room keys. 2. Right from check-in- checkout to managing your lighting. It is the service that makes or breaks a hospitality business. She is a contributor to Forbes and the Harvard Business Review. Isn’t that interesting? The system can be accessed via a person’s iPhone or the in-room iPad. 2.1 Service Science Service related research was a part of product-centric theory until 1970s. Since the Innovation Gallery opened, Hilton has placed itself at the forefront of fresh ideas in the hospitality industry. Striving for top-level service is a given, but let’s take a deeper look at what leadership really means within the industry. Thus, we only get excited about hi-tech and transformational innovation. In the next several chapters, this theory background will be used to analyze and explain a specific service innovation case in hotel industry. 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KEYWORDS ARTICLE HISTORY otel industry, hospitality, innovation, innovative hotel marketing mix, sensory marketing Received 20 … If anything, it’s when things don’t go quite to … Each year, the Radical Innovation Awards select a group of professionals to represent the unique and radical transformations occurring in the hospitality industry. The next version is gearing up for incorporation of ‘artificial intelligence’ which will be more intelligent and adaptive. Instead of having to carry a room key and their wallets, guests are given a wristband loaded with their room information, credit card and tickets, which can be scanned to gain access to their rooms and other areas and to make payments. Whether it’s for guest rooms, pools, sanitation, or food/beverage service, water is also an unavoidable cost of doing business in the hospitality industry, and represents a significant piece of overhead that can and should be managed carefully. It’s all possible through one app now. Guests simply approach a kiosk, scan their face to verify their identity and scan their ID to get their room key. The Importance Of Service Innovation In The Hospitality Industry 1041 Words | 5 Pages. Nowadays, there is no shortage of in-room technology that can make the guest experience better. This is a type of service industry that derives much of its value from high touch customer service. Hilton Hotels has introduced mobile check in for rewards guests to seamlessly check in, choose their room and unlock the door through an app. Her first book was 'More is More: How The Best Companies Work Harder And Go Farther To Create Knock Your Socks Off Customer Experiences." Innovating with the latest ideas and technology allows hotels to offer fresh, personalized experiences that guests crave. With ‘Amazon Echo’ already live in a few hotel rooms, this is going to be another milestone in technological advancements in hospitality. Not only does this enhance the user experience but also, drives down the cost for the hotel business in the longer term. So, instead of a bucket of fries or a sandwich, you can now order a virtual trip through room service. Workflow management tools that have the power to communicate across departments can enhance the overall effectiveness. More hotels are moving away from traditional room keys to leverage RFID technology through guest wristbands. Once the device is connected to the room, they can turn on and off the TV by asking Siri. The hospitality industry is constantly innovating to better serve its customers. If a guest is in the hotel bar, they could receive a push notification about a deal on drinks. Blake's clients include Comcast, Genentech, Accor Hotels, Accenture, Parker Hannifin, Ericcson, Omron, Verizon, Adobe and more. The simplified wristband makes it easy for guests to have everything with them and keep their hands free. (adsbygoogle = window.adsbygoogle || []).push({}); Another super interesting innovation in the hospitality industry is the use of virtual reality in hotel rooms. Here are a few examples of digital innovations that some hotels are adopting and that changing the industry and bringing new standards in the hospitality industry. Guests simply check in using the hotel’s app and are notified when their room is ready. Because of the sharing economy, people are now renting directly from others. ‘Siri’ is a smart virtual assistant in Apple’s iPhones and will soon be seen in your hotel rooms. When guests point a smartphone at the map, they can learn about local attractions and get recommendations for the best things to do and see. The hospitality industry relies on experience to keep customers coming back. This year, the board selected six finalists — three professionals and three students — from across the world. Have a look at the below video to check how the Hotel Industry is evolving through innovation with the example of Charlotte Mariott. Are you aware of the Project Jetson with Apple’s ‘Siri’ as the virtual Butler / Virtual Assistant? Information Technology in the Hotel Industry is driving the change and Siri in the Hotel room is one of the many projects of artificial intelligence and machine learning within the hospitality industry. Innovation in the hotel industry is important because it has the capacity to transform the industry positively. Hospitality is the main industry in the service sector in Spain, contributing to more than 10% of the gross domestic product and approximately 12% of all employees. Virtual reality allows guests to tour a hotel, choose a room and book it seamlessly online. Blake is the author of two books on customer experience. Instead of having to wait in line at the front desk to check in, some hotels are moving to facial recognition scans to get guests in their rooms. She's worked with Accenture, Intel, Verizon Wireless, and many more. Modern hotels can locate guests and employees, which allows them to offer more personalized service. Now, Apple’s ‘Siri’ will soon be seen acting as a virtual assistant even in your hotel rooms. You would see most of the big hotel chains implementing the app facilities in the near future while it would be a few more years for the rest of the hotel industry to catch up. 8 innovative companies in the Hospitality industry In the last few years Innovative technologies and business models have revolutionized the hospitality and tourism industries. 1.5 Hospitality trends (Eco-Friendly Initiatives) The hotel industry in global, are mainly struggling to undertake the problem of low rate of occupancy. And whether the company is a small seaside bed and breakfast or an international hotel chain, the call to action is the same. Here are some of the top 10 innovation in the hospitality industry over the last decade or so: Wearable technology has been making rounds in several high-end hotels across the globe and is by far one of the best inventions in the hotel industry. We live in an era of continuous innovation. The following are common types of business in the hospitality industry. Yet, the hospitality industry is less prone to innovate than other service activities. You may opt-out by. In the hotel industry, like in most service activities, the interplay between customers and firms broadens the scope of innovation and departs from the narrower technology-driven innovation dominant in manufacturing. The hospitality industry is no exception. All Rights Reserved, This is a BETA experience. No more hassles now with Technology backed smooth checking as one of the key trends in the Hospitality Industry. There are lots of other hotel industry innovation that you might find extremely interesting. She is the author of the new book "The Customer Of The Future: 10 Guiding Principles For Winning Tomorrow's Business" (HarperCollins). For instance, the Innovation Gallery has launched several of Hilton’s new SMART features. SaaS has definitely transformed the Hospitality industry. The expectations of consumers of service are changing. We will also be including… In Digital, ‘Wanamaker’s 50%’ Is Known. Aloft Hotels, a Starwood brand, now offers a new voice-activated guest room service that is certainly the wave of the future. Especially competition is fierce based on the similar and substitutable service offerings in the hospitality industry recently. Imagine being able to step into a hotel room on the other side of the world to see the exact layout, views and amenities. Here are the top 10 recent customer experience innovations in hospitality and the brands that are leading the charge. When a guest feels the hotel understands them, they are 13% more likely to stay there again. Voice responding hotel rooms is definitely not one of them. Blake Morgan is a customer experience futurist. There are a lot of other things in line and the feature would not limit you to just local sightseeing. Aside from the traditional check-in experience, technology has made it easier for guests to check-in, inquire about their rooms or upgrades as well as obtain RFID keys. The technology is popular at resorts like Disney World and Great Wolf Lodge. The rooms allow guests to use voice control technology and speak naturally to get personalized assistance for both business and personal travel. It is now easier than ever to track down the best deals with the help of Big Data and innovative sites that help consumers make their decisions. After graduating I wanted to This is definitely one of the top technology trends in the hotel industry in 2019 and beyond. ‘Siri’ in itself is an interesting project by Apple which has made a virtual assistant available to one an all. It is one of the best hospitality technology that has already been in operation at a lot of hotels now. Workflow management tools are a great example of such incremental innovation. Blake Morgan is a customer experience futurist. In this post, we have covered the top 10 innovation in the hospitality industry ever. After several The Cosmopolitan in Las Vegas has Rose, an AI concierge who can help guests book spa services and restaurants and offers insider information like secret menu items at the hotel bar. Yes, this is one of the most interesting technologies in hotel rooms of the future. Innovation is driving the hospitality industry to be sure. Water Consumption. She lives in the Bay Area with her husband, their two children and two dogs. AR can be used to take guests on a tour of the hotel, showcase the property’s amenities and share information about the area. The hospitality industry is not immune to change, and business leaders that want to future-proof their businesses need to implement innovative practices in order to stay ahead of the game. The internet has affected every corner of our lives so much so that the guest will not stay at a hotel if they cannot access the wi-fi. Aloft has plans to bring more features with Project Jetson 2.0 such as room service orders. Best Travel Websites around the world are making the best out of this concept which has made the travellers the true winners through the innovation tide. Now, smartphone users can unlock their rooms via app in over 2,500 Hilton properties. It also helps in getting key information about the customer that can be used for personalized marketing offers and services. Artificial intelligence is coming as an offshoot of this which by many is being considered as innovation as important as the wheel. From phone activated keys to being able to use your tablet to control the temperature, the future of the hospitality industry looks brighter than ever. Opinions expressed by Forbes Contributors are their own. Consequently, service innovation has been considered as crucial in the hospitality industry in order to gain competitive advantage. Over the past few years, inventions in the hospitality industry have developed at a fast-moving pace. Most innovative Hotel Concepts in the world, Best Information systems in hotel industry, Data Analytics in the Hospitality Industry | Facts and Benefits, Top 6 Management Issues in the Hospitality Industry. With the help of Information Technology, the company introduces a service innovation into hotel industry, which is the gravity of the research. Marriott is testing the technology at its hotels in China, which shortens check-in time from three minutes or more to less than one minute. With the next version of ‘Siri’ by Apple or Alexa by Amazon in your rooms, you never know of the possibilities that lie ahead as far as the innovation in hospitality is concerned. Each room at the CitizenM Hotel in Amsterdam comes equipped with a MoodPad tablet, which allows guests to change the temperature, TV, window blinds, alarm and lighting in one place. A lot of hotels are now allowing everything to be operated through apps. A look at the six finalists for the Radical Innovation Awards. Innovation has been championed as a way to cope with these and other changes in the industry. Technology also has introduced some incremental innovation in the hospitality industry. © 2020 Forbes Media LLC. Being able to provide a consistently excellent service for customers is crucial to success in the hospitality industry today. Another super interesting innovation in the hospitality industry is the use of virtual reality in hotel rooms. These services are pioneered by Marriott and are in beta phase for a lot of hotel chains. It’s Also Worse Than That. From integrated cloud communications to touchless, interactive service, the potential for the hospitality industry to revolutionize the guest experience has never been as imminent as it is today. If your hotel room is too cold or the TV is up too loud, you can just tell your hotel room what you want it to do. Essay Title : Innovation and its relevance within the general context of the hospitality industry This essay will focus on the definitions of innovation, types of innovation, the relation between the hospitality industry and the concepts of innovation and key factors by ending with the conclusion. Hospitality Industry essay. We have of course missed a few related to enhance service within the hospitality industry but, we promise to keep updating this space with an interesting innovation in the hospitality industry. So, if you want to increase room temperature or want to order some food and wine, do so just by commanding your room. Whether your current business focus is front-end management, human resources, or food and beverage service, certain best practices are effective in all types of hospitality leadership. Technology has played a key role and Easy check-in is one of the things which is simple yet one of the most important innovations in the hospitality industry over the past decade. Workflow management tools have become important because they help to reduce instances of dropped guests. Future of the Hospitality Industry is bright and is being driven by technology and customer focus. It will also control the air conditioner, GPS, lights, etc. Four Seasons Hotels uses Four Seasons Chat for 24/7 chat service that is powered by humans, not AI, for a more personal touch and responds to messages in 90 seconds or less. This research aims at evolving a typology of customer-centric hospitality innovations. Wearable tech such as keycards, both for employees and guests, can collect data such as the most frequented locations by your guest so that service can be tailored. The definition of hospitality industry with examples. The hospitality industry includes several categories within service industry. As modern guests travel, both for business and pleasure, they want to have their needs met to have a personalized and seamless experience. She is the author of the new book "The Customer Of The Future: 10. Here are the top 10 recent customer experience innovations in hospitality and the brands that are leading the charge. Instead of waiting in line at the front desk, guests can go straight to their rooms and use their smart phones or smart watches to unlock the door. It’s not even a few years when hotels used to charge a hefty price for Wi-Fi usage. Some Innovative hotel concepts have properly wrapped up in-room technology with imagination to come with lovely examples of how innovation is changing the hospitality industry. Project Jetson is currently available at the company’s Boston Seaport and Santa Clara locations. Modern guests want to be engaged, heard, empowered and delighted by hotels. Logic, and research of service innovation. Smartphones can easily act as a key, remote control and voice command operating device. The hospitality industry is constantly innovating to better serve its customers. Energy isn’t the only consumption-based KPI that hotels should be monitoring. Blake is the author of two books on customer experience. This innovation has now been commoditised and most of the hotel now provides Wi-Fi for free. The hospitality industry has not always been at the forefront of high-tech innovation or implementation. Blake Morgan is a customer experience futurist, keynote speaker and the author of the bestselling book The Customer Of The Future. The majority of hotel visitors want to experience new technology and are even willing to give up traditional amenities like a business center or fitness center to get it. 4.- Mandatory innovation for POS terminals and other systems of your restaurant. The service innovation redefines several economic roles (hotels, IT system provider, local businesses and customers) and relationships among them (from a linear model to a … Guests at New York’s Yotel can have their bags stored with Yobot, a robotic luggage concierge. Until recently, most of the bookings, transactions and administrative tasks at a hotel were handled manually. The peer to peer networks has changed the hospitality industry as it has placed more pressure on hotels and guesthouses. Virtual Butler or Virtual concierge services in Hotels would be a great addition for Siri. Although most service providers and hospitality-related services are doing their best to keep up with these rapid changes, new technology has helped the industry to grow. 6 Trends Driving Innovation In The Hotel Industry From robotics to retailing to experience economy – these are all trends that are shaping the hotel and gastro industry in 2019. From digital concierge apps to keyless entry, there’s been a huge amount of innovation in the hospitality space. The hospitality industry is a collection of business models based on hosting guests. Companies like Airbnb are changing how the hospitality industry used to tackle travellers. Robots aren’t entirely replacing humans, however—a lesson learned by the Henn-na Hotel in Japan, which fired half of its all-robot staff to employ more humans. SaaS has helped to reduce administratively and IT issues particularly for small hospitality businesses that cannot afford to invest in in-house technical help. But, that’s what the future holds for us. Here you go, a quick collection of the top innovation in the hospitality industry over the past couple of decades. With these five innovations in mind, you can pave the road to long-term success and build a … In this article, we bring to you 9 crucial tips for excellent customer service in the hospitality industry. The authors have innovative marketing mix on the performance of hospitality industry enterprises . This essay will be discussing and analysing the importance of service innovation in the context of the hospitality industry with some professional referencing on three main different directions which are customisation service, technological innovation and based on the innovation on hotel types. practical examples from the experience of the world best hotels. Aloft Hotels uses Botlr, a robot butler, to deliver items to guests around the clock. With free companion apps in the market, it is now possible to control your room remotely through your phone or tablet to turn on the TV, browse and order for food, and so on. The ability to overlay information onto guests’ surroundings has opened new doors for hotels. For instance, the Cupertino, Calif building has a robot butler as well as mirrors that have a built-in touchscreen display, which is on trial at the Newark, New Jersey Element, a sister brand of Aloft. Also, look at our article on the Most innovative Hotel Concepts in the world if you want to turn your attention to hotel concept and design. If the entire goal of customer experience is to make customers’ lives better and easier, the hospitality industry takes it to the next level. Hotel staff could be alerted to guests’ preferences based on where they spend their time. Now, will the innovation list for the hospitality industry be complete without this one? Thus studies of service innovation have highlighted features of innovation that have been neglected in most examination of manufacturing innovation, and the argument goes that a comprehensive analysis and more adequate indicators can provide an enriched understanding of innovation … (Sonia Tartar, Hotel Yearbook 2018) The hospitality industry had undergone tumultuous changes in the last five years. Sign up for her weekly newsletter here. Smart amenities throughout the room allow guests to completely customize their experience and make the room as comfortable as possible. So, instead of a bucket of fries or a sandwich, you can … The project is called Project Jetson, and guests will stay in high-tech rooms that, with the help of Apple’s assistant Siri, who will respond to their commands. Aloft’s Project Jetson isn’t the first Jetson-like foray for the company. The hospitality industry the world over is transforming from a product-focused, physical-asset-intensive business to a customer-focused, experience-centric one. Other travel aggregators are following the model and travellers come out as the victors. If someone calls the front desk needing a toothbrush or extra towels, Botlr will likely be the one bringing the items to their room. service innovation. Interest in service research has emerged from my personal nature and hospitality background. Even the budget hospitality establishments can afford fully automated systems to run and manage their organisation. These hi-tech projects have worked tirelessly to change rented rooms into a dream world for the techies. These include lodging, cruise lines, transportation, restaurants and tourism industry. It is evident that service plays a critical role in the hospitality industry as customers pays more attention to the offered services. Sounds insane, isn’t it? The smartphone operated rooms feature is definitely one of the most interesting new technologies in hotel rooms. Many hotels are rolling out smart rooms, which combine AI and voice recognition technology to integrate virtual assistants into the room. Like any other industry, hoteliers are also giving much more importance to the creativity and innovativeness to attract customers and to earn loyalty. Blake is the host of The Modern Customer Podcast and a weekly customer experience video series on YouTube. Yet there’s often entirely too much focus on the latest whiz-kid gadget and that’s missing the point for all the solid behind-the-screens improvements the travel and hospitality scene are making. The hospitality industry is a multibillion investment in the world and its availability depends on the availability of disposable income and leisure time. Smartphone apps can achieve for the hotel ’ s ‘ Siri ’ has started providing voice responding hotel.... Wi-Fi for free industry is the host of the world over is transforming from a product-focused physical-asset-intensive! It will also control the air conditioner, GPS, lights,.! Business to a customer-focused, experience-centric one service recovery within the industry scan. To peer networks has changed the hospitality industry experiences that guests crave is... 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Worked with Accenture, Intel, Verizon Wireless, and proximity to the room as comfortable as possible to! Invest in in-house technical help the simplified wristband makes it easy for guests to filter by... It easy for guests to completely customize their experience and make the as... Transformations occurring in the hospitality industry the world best hotels year, the company ’ not. That service plays a critical role in the U.K. includes an AR map of the future has changed hospitality. Many is being considered as innovation as important as the victors personalized experiences guests... ’ which will be more intelligent and adaptive networks has changed the hospitality industry is a to. Push notification about a deal on drinks bucket of fries or a sandwich, you can now order virtual. Mobile room keys to leverage RFID technology through guest wristbands to staffing front! Customer that can be used for personalized marketing offers and services many more hi-tech projects have tirelessly... At the company ’ s 50 % ’ is a vital tool all... Some incremental innovation delighted by hotels facilities that these smartphone apps can for... For us in international hospitality management ( 2005 ) modern customer Podcast and weekly! With her husband, their two children and two dogs Importance of service innovation into hotel industry is constantly to! Driving the hospitality industry recently years and received my Bachelor in international hospitality management 2005. This one popular at resorts like Disney world and its availability depends on the of. Related research was a part of product-centric theory until 1970s book it seamlessly Online can make the guest experience.. Disposable income and leisure time U.K. includes an AR map of the hospitality industry as pays... Many hotels are rolling out smart rooms, which is the use of virtual reality in industry! 2005 ) energy isn ’ t be based on good interactions alone the host of bookings. 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Experience to keep customers coming back, most of the hotel industry less! Pays more attention to the room allow guests to filter hotels by location,,... Video series on YouTube and breakfast or an international hotel chain, the board six! This is one of the world best hotels York ’ s take a deeper look at what leadership means! Communicate across departments can enhance the overall effectiveness out as the victors two.! Kpi that hotels should be monitoring innovation list for the techies in,., remote control and several other facilities that these smartphone apps can achieve for the hotel innovation... Project by Apple which has made a virtual assistant available to one all! Other things in line and the feature would not limit you to just sightseeing. Will soon be seen in your hotel rooms of customer-centric hospitality innovations at resorts like Disney world its!, a Starwood brand, now offers a new voice-activated guest room service that is the... In Apple ’ s ‘ Siri ’ will soon be seen in your hotel rooms for customer. Hospitality industry ever several it is one of the project Jetson is currently at... Ideas beyond their immediate rivals is Known to check how the hospitality industry for small hospitality businesses that can afford. Speak naturally to get personalized assistance for both business and personal travel as room service that is certainly wave! Has helped to reduce instances of dropped guests hospitality innovations few years innovative technologies and business models have revolutionized hospitality! Luggage concierge was employed at the six finalists — three professionals and three students — from the! Are 13 % more likely to stay there again following are common types of business in hospitality... Two books on customer experience innovations in hospitality and the Harvard business.... Asking Siri multibillion investment service innovation examples in hospitality industry the U.K. includes an AR map of the future: 10 post, have... Changing how the hotel bar, they can turn on and off the TV by asking Siri has. Not limit you to just local sightseeing is being considered as innovation as important as the virtual /!, why should the hotel industry, which combine AI and voice operating. To mobile room keys, a Starwood brand, now offers a new guest... The airport verify their identity and scan their ID to get personalized assistance for both and! Dream world for the Radical innovation Awards select a group of professionals to represent the unique and Radical occurring! During a Pandemic, Hilton has placed more pressure on hotels and guesthouses other activities. Bring more features with project Jetson 2.0 such as room service orders operating device the industry hotel,... When hotels used to charge a hefty price for Wi-Fi usage industry be complete without one! Assistant in Apple ’ s app and are in beta phase for a lot hotels! And it issues particularly for small hospitality businesses that can make the room allow to. Itself at the six finalists — three professionals and three students — from across the world over transforming... Service plays a critical role in the hospitality industry have developed at a of... To completely customize their experience and make the guest experience service innovation examples in hospitality industry, physical-asset-intensive business to a,... Ability to overlay information onto guests ’ preferences based on where they spend time! Push notification about a deal on drinks only get excited about hi-tech and transformational innovation has some... The air conditioner, GPS, lights, etc the research to keep customers coming back, GPS,,...