This is a brief summary of some of the major differences between the New Normal and the Great Bounce Forward. I look forward with excitement and some trepidation towards this future. One where business success will be dictated not only by our customer obsession, but also the ability of our business to pivot, shift, change and adapt.
I can’t tell you what will happen in the future – a green revolution? Another pandemic? A major war? A global recession? Market hypergrowth? All the people living life in peace? Imagine that…
What I can tell you is what your organisation needs to do to be able to meet all of these challenges head-on and set yourself up for success. And to me, that won’t look like the new normal. There is nothing normal about these business capabilities at all.
This webcast of Radisson’s Remy Merckx and Managing Director Sally Richards from RaspberrySky is a great example of building a digital platform to restructure the guest experience. Radisson outsourced the building of a digital platform that linked their eight hotel brands under one platform for a consistent digital experience, leveraging mobile, social and cloud technologies. The higher engagement rate with the mobile app and the chatbot helped create the contactless experience the guests are now looking in their accommodation journeys.
Many brands are now focusing on app-centric approaches for the guests, adding the value of human engagement for the more complex tasks. The emphasis is on the brand and digitising the guest journey to make it more customer-centric. This has been a time of reflection for some of the more organised hotel chains to make the time investment into the digital journey, upskill and upscale their operations to be in line with customer engagement.
New Normal for Hotel Stays
But not every independent hotel or small hotel chain had that financial investment to make during this period. According to Ecosystm data, approximately 41% of hospitality firms put their digital transformation on hold in 2020 – higher than any other industry that we cover. Technologies that will see increased investments in 2021 included cloud collaboration (44%) and cloud enterprise solutions (23%).
What does cloud have to do with this? Cloud is part of the infrastructural investment that allows the Hospitality industry to connect and enable its participants throughout the ecosystem, enabling mobile and social as well. This enables service providers to engage with intermediary partners, travel agents and consolidators and consumers, hyperconnecting in ways that provide convenience, ease of use and seamless information retrieval to bed banks and timetables, from business rules to collaborative mapping of codes.
This use of technology transforms the elements of inventory and availability into experiences and destinations.
Messaging tools help harmonise communication across the network.
Monitoring apps manage factors that impact distribution health, including rate integrity, availability, and visibility.
AI – for example in the form of voice assistants – helps guide consumers and partners to timely information and decision making.
But it will still be a blend of digital solutions and human interaction, where humans add the core competency and collective knowledge, and technology provides the seamless data exchange and network connectivity.
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