Today's Hotelier - November 2017 - 45

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save them money by replacing people
at the front desk, the user experience
could take a hit.
A comparable experience comes from
the use of chat bots on a direct booking site. While it may seem efficient to
answer questions without the use of
a live person responding on the other
end, there is a frustration that comes
as an end-user when you feel like you
are talking to a machine. Not too long
ago, companies made a similar move
to automated phone systems. While it
may have saved time for the operators,
it became frustrating when someone
wanted to talk to a live person and had to
go through what seemed like an endless

series of prompts. Luckily, there are
also chat options for live conversations
between front desk agents and hotel
guests via SMS and messenger apps. In
fact, in a recent webinar I participated
in, hotel owners talked about how this
personal messaging increased the guest
experience and in turn improved their
online reviews.
Robots are another popular high-tech
product with which many hotels are
experimenting. In fact, a hotel in Japan
is now staffed almost entirely by robots.
There you can get checked in by a robotic
dinosaur at the front desk. While this
makes sense for a location near Tokyo
Disney, the user experience is something
to keep in mind for the average hotel
guest. At a recent roundtable of hospitality executives, a hotel IT manager talked
about his experience with robots, saying
there are still drawbacks from the guests
not being able to communicate with their
guest service agents.
The goal for any company is to
increase revenues while lowering
operations costs. But for hotels, loyal
return guests - ones that book directly
and leave great online reviews - are
critical for long-term growth, not just

short-term profits. That growth comes
from an optimal guest experience. Often,
the ability to streamline the check-in
process increases positive user experience enough to create those optimal
experiences. An easy-to-use property
management software (PMS) can both
improve check in times and increase
the Average Daily Rate (ADR), which can
ultimately help increase revenue and
lower employee costs if done correctly.
In the end, whether upgrading your
current systems, trying out new technology, or re-assessing your current set up,
it's essential to consider the user story. In
other words, think about who is the end
user of your system and ask yourself if
that end user's experience will be positive or negative. And more importantly,
will that experience cause the guest to
return or recommend your hotel.
■
Joshua Molina is a former
journalist and currently
marketing communications
manager at SkyTouch
Technology. SkyTouch
is the most-widely used
cloud-based hotel property management
system in the world.

TODAYSHOTELIER.COM | NOVEMBER 2017 | 45


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Table of Contents for the Digital Edition of Today's Hotelier - November 2017

Letter From the Chairman
Letter From the President & CEO
The Perfect Storm for Hotel Owners
Design That Brings People Together
New Brands Design for a New Kind of Hotel Experience
Time for a Group Sales Tune Up
AAHOA Interview
Marketing
Technology
Small Business
Finances
HR
AAHOA @ Industry Events
AAHOA Founding Members
AAHOA Vendor Partners
Classifieds
Advertiser Index
Today's Hotelier - November 2017 - intro
Today's Hotelier - November 2017 - cover1
Today's Hotelier - November 2017 - cover2
Today's Hotelier - November 2017 - 3
Today's Hotelier - November 2017 - 4
Today's Hotelier - November 2017 - 5
Today's Hotelier - November 2017 - 6
Today's Hotelier - November 2017 - 7
Today's Hotelier - November 2017 - 8
Today's Hotelier - November 2017 - 9
Today's Hotelier - November 2017 - Letter From the Chairman
Today's Hotelier - November 2017 - 11
Today's Hotelier - November 2017 - Letter From the President & CEO
Today's Hotelier - November 2017 - 13
Today's Hotelier - November 2017 - 14
Today's Hotelier - November 2017 - 15
Today's Hotelier - November 2017 - 16
Today's Hotelier - November 2017 - 17
Today's Hotelier - November 2017 - 18
Today's Hotelier - November 2017 - 19
Today's Hotelier - November 2017 - The Perfect Storm for Hotel Owners
Today's Hotelier - November 2017 - 21
Today's Hotelier - November 2017 - 22
Today's Hotelier - November 2017 - 23
Today's Hotelier - November 2017 - Design That Brings People Together
Today's Hotelier - November 2017 - 25
Today's Hotelier - November 2017 - 26
Today's Hotelier - November 2017 - 27
Today's Hotelier - November 2017 - New Brands Design for a New Kind of Hotel Experience
Today's Hotelier - November 2017 - 29
Today's Hotelier - November 2017 - 30
Today's Hotelier - November 2017 - 31
Today's Hotelier - November 2017 - Time for a Group Sales Tune Up
Today's Hotelier - November 2017 - 33
Today's Hotelier - November 2017 - 34
Today's Hotelier - November 2017 - 35
Today's Hotelier - November 2017 - 36
Today's Hotelier - November 2017 - 37
Today's Hotelier - November 2017 - AAHOA Interview
Today's Hotelier - November 2017 - 39
Today's Hotelier - November 2017 - Marketing
Today's Hotelier - November 2017 - 41
Today's Hotelier - November 2017 - 42
Today's Hotelier - November 2017 - 43
Today's Hotelier - November 2017 - Technology
Today's Hotelier - November 2017 - 45
Today's Hotelier - November 2017 - Small Business
Today's Hotelier - November 2017 - 47
Today's Hotelier - November 2017 - 48
Today's Hotelier - November 2017 - 49
Today's Hotelier - November 2017 - 50
Today's Hotelier - November 2017 - 51
Today's Hotelier - November 2017 - Finances
Today's Hotelier - November 2017 - 53
Today's Hotelier - November 2017 - 54
Today's Hotelier - November 2017 - 55
Today's Hotelier - November 2017 - HR
Today's Hotelier - November 2017 - 57
Today's Hotelier - November 2017 - AAHOA @ Industry Events
Today's Hotelier - November 2017 - 59
Today's Hotelier - November 2017 - AAHOA Founding Members
Today's Hotelier - November 2017 - 61
Today's Hotelier - November 2017 - AAHOA Vendor Partners
Today's Hotelier - November 2017 - 63
Today's Hotelier - November 2017 - 64
Today's Hotelier - November 2017 - 65
Today's Hotelier - November 2017 - 66
Today's Hotelier - November 2017 - 67
Today's Hotelier - November 2017 - 68
Today's Hotelier - November 2017 - 69
Today's Hotelier - November 2017 - 70
Today's Hotelier - November 2017 - Classifieds
Today's Hotelier - November 2017 - 72
Today's Hotelier - November 2017 - 73
Today's Hotelier - November 2017 - 74
Today's Hotelier - November 2017 - 75
Today's Hotelier - November 2017 - 76
Today's Hotelier - November 2017 - 77
Today's Hotelier - November 2017 - 78
Today's Hotelier - November 2017 - 79
Today's Hotelier - November 2017 - 80
Today's Hotelier - November 2017 - Advertiser Index
Today's Hotelier - November 2017 - 82
Today's Hotelier - November 2017 - cover3
Today's Hotelier - November 2017 - cover4
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