Today's customers, especially millennials and Gen Z, are hyperconnected. They use their smartphone for everything: book hotels, order room services, or even consult local information. According to a McKinsey study in 2023, 85% of travelers prefer to use their smartphone to manage their stay. These customers expect instant, personalized services. Digitalization therefore makes it possible to meet these expectations through solutions such as digital room directories, which offer quick access to information and services.
Digitalization makes it possible to personalize each interaction with the customer. Thanks to advanced technologies such as chatbots or mobile applications, establishments can offer tailor-made services, adapted to the preferences of each customer. For example, a regular customer can receive special offers on their favorite services upon arrival, or even access local recommendations personalized to their interests.
It also simplifies access to information, reducing the need to constantly solicit staff, making the overall experience seamless.
In addition to improving the customer experience, digitalization is helping hotels optimize their operations. By integrating technologies like automated FAQs and synchronized reservation management systems, establishments can automate some of the repetitive tasks, freeing up staff time.
Solutions such as digital room directories, as offered by Sunver, offer customers instant access to information (opening hours, services, etc.) via a simple QR code. Additionally, automated FAQs and chatbots based on artificial intelligence technologies, like GPT-4, answer frequently asked customer questions without human intervention. This allows staff to focus on higher value-added tasks.
Updating information in real time via a simplified management interface is another advantage. Instead of reprinting paper welcome booklets with each change, hoteliers can simply update their room directory online in a few clicks. This flexibility allows internal resources to be managed more efficiently and operational costs to be reduced.
In 2024, sustainability is no longer a simple marketing choice, but a requirement. Travelers, especially the younger generations, are increasingly sensitive to the ecological practices of the establishments in which they stay. The digitalization of services is a powerful lever for adopting a more environmentally friendly approach.
One of the main advantages of digitalization is the reduction, or even the complete elimination, of paper media. By offering a digital welcome booklet, establishments no longer need to reprint brochures or menus every time they change. This not only reduces printing costs, but also limits the establishment's carbon footprint, an initiative often valued by ecological labels such as Clef Verte.
Digitalization also offers numerous opportunities to increase revenues, in particular through the promotion of additional services. In 2024, the trend is towards impulse purchases, and digital solutions make it possible to capture these opportunities through simple and effective user interfaces.
With solutions like Stripe, integrated directly into room directory applications, customers can easily book services such as room service, massages, or local excursions, and pay for them online in a few clicks. The ease of access to these services encourages impulse purchases, thus increasing the income of establishments.
Hotels can also take advantage of digitalization to offer exclusive offers, such as discounts for early bookings or group services, directly via their Digital room directory. This makes it possible to engage customers more and generate additional sales.
In 2024, establishments that do not engage in digitalization may find themselves lagging behind their competitors. Platforms like Airbnb have already democratized the use of advanced technology to improve the user experience, and hotels need to keep up to stay competitive.
Adopting digital solutions allows establishments to project a modern and innovative image, which is particularly attractive for young and tech-savvy travelers. In addition, it reinforces the perception of quality and responsiveness, essential criteria in choosing accommodation.
Hotel establishments must also anticipate future trends, such as the integration of augmented reality or voice assistants, to enrich the customer experience. Digitalization in 2024 is therefore a first step towards the adoption of more advanced technologies, which will be essential in the years to come.
The digitalization of hotel services is no longer an option in 2024; it is a necessity. It not only makes it possible to meet the growing expectations of customers, but also to improve operational efficiency, reduce ecological impact, and increase revenues thanks to additional services. Establishments that know how to integrate these technologies now will be the big winners of tomorrow, both in terms of customer satisfaction and market competitiveness.
Sources:
McKinsey & Company, “The Digital Future of Hospitality,” 2023
Green Key, “Guide to Sustainable Hospitality Practices,” 2022
Digitalization of hotel services
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Article written by:
Nathan Assouline
Co-founder of Sunver
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