BUSINESS
TECHNOLOGY
NEW REALITIES IN TECHNOLOGY If there were any lingering doubts about the necessity of digital transformation for business longevity, the coronavirus has silenced them. Dr. Jassim Haji, president of Global Artificial Intelligence Group, reveals the latest advancements in hospitality-related technologies.
In a contactless world, the vast majority of interactions with customers and employees must take place virtually. With rare exception, operating digitally is the only way to stay in business through mandated shutdowns and restricted activity. It’s go digital or go home.
A reality check The pandemic has been a reality check for businesses reluctant to embrace digital transformation; they now find themselves woefully unprepared. On top of the stress of potentially health-compromised employees, a sudden and dramatic drop in demand and total economic uncertainty, these digital laggards are now scrambling to migrate their operations and workforce to a virtual environment. While fast and furious is the name of the game when it comes to digital innovation, fast and frantic can lead to mistakes. As organizations recover, it is essential to keep an eye on the future to consider which
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HOSPITALITY NEWS ME | AUG-SEP 2022
changes wrought by the crisis will constitute the “next normal.” Technology leaders who are able to get ahead of these shifts will help their organizations thrive beyond the near and intermediate terms. Three longer-term priority areas represent a good start: • Reimagine customer experience by focusing on human-centered design • Bridge the physical and digital worlds to deliver new value • Establish trust as a key business value There are countless examples of new ways of working that have been enabled as a result of the Covid-19 crisis. Here are some examples related to the hospitality sector.
Robotics In the service delivery process, service robots assist frontline staff in a sequence of service encounters. For instance, robot concierges assist employees with guest greetings upon arrival, transporting luggage, guiding guests and delivering room service. Empowered by pre-programed AI and
machine learning systems, service robots can effectively respond and interact with guests, even in multiple languages. While robots make significant contributions to operational efficiency, they also raise concerns. Service robots are still novel in hospitality. Their ability to cope with unexpected, dynamic conditions still has to be fully explored. If guests do not follow the pre-set route, service robots may fail to respond, which can lead to a service failure.
VR/AR Over the past few years, the hospitality industry has witnessed the rise in virtual reality (VR). Considering the intangible features of the hospitality experience, VR can make a huge difference in a customer’s booking experience. Through the digitally accommodated environment, customers can have a much clearer sense of what to expect. One example of a VR application is the virtual tour video, which offers guests a realistic look inside a property. By simply
