Hotels should strive for ‘absolute personalisation’

Hotel chains are increasingly looking at AI and technology to ensure “absolute and complete personalisation” to secure repeat custom, according to a leading tech expert.

Steve Johnson, regional director of northern Europe at software firm Ruckus Wireless, said that while he recognises hotels were suffering from a range of cost pressures, the sector needed to understand the benefits of investing in technology and AI to maintain a competitive edge.

He said that AI can help hotels to achieve “complete personalisation” and ensure great guest experience. With that, he said, “there’s a probability that they’ll return, and then there’s a probability they’ll make recommendations to their friends or business partners”. He also added that if a guest has a positive experience, they are likely to leave a review online.

He added that from his experience while working at Rukus, which has worked with hotel chains including Marriot and Hyatt, Johnson said positive reviews can have a knock-on effect on bookings and occupancy.

In addition, such an investment in technology can also have “multiple ripple benefits” including driving a hotel’s sustainability goals to solving maintenance issues.

Johnson spoke to The Caterer ahead of its inaugural Tech Confex, which is to be held in in partnership with Ruckus Networks, a CommScope Company.

The one-day event is designed to inspire technology decision-makers in the hotel industry and empower them with the latest tools to enhance productivity and performance. The day will explore how the latest advancements in technology and digital solutions can drive business performance.

Topics will include connectivity, sustainability and guest experience, with speakers including Dr Nicola Millard, principal innovation partner at BT, renowned author, speaker and futurist Amelia Kallman, as well as experts from Compass One and the Lore Group.

Speaking more broadly about the Confex, Johnson said it is great opportunity for those connected to and in the hotel sector to “meet with true experts”, and “see a vision of what’s coming next” for the industry.

To gain insights from thought leaders, tech innovators and peers who are successfully navigating this ever-evolving landscape, sign up to the full-day Tech Confex.