Technology in Hotel Rooms Division Management
Technology in Hotel Rooms Division Management
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AbstractTechnology plays a significant role in the hotel industry. It impacts the quality-of-service delivery, customer experience, operational efficiency, and communication. Different departments in the hotel industry employ technology in their operations to enhance their service delivery. For instance, the front office department uses hospitality technology to improve department operational efficiency. The guest services department employs technology to enhance customer experience. At the same time, the communication department employs technology to encourage customer interactions and gather feedback. The use of technology in the hotel industry impacts the room division management team and work teams’ work experience and job security. Additionally, technology influences guest customer experiences in the industry.
Contents
TOC o “1-3” h z u Abstract PAGEREF _Toc87833870 h 2Technology in Hotel Rooms Division Management PAGEREF _Toc87833871 h 4Technology in Hotel Front Office Management PAGEREF _Toc87833872 h 4Advantages of Technology in Hotel Front Office Management PAGEREF _Toc87833873 h 4Disadvantages of technology in Hotel front office Management PAGEREF _Toc87833874 h 5Technology in Hotel Guest Services Management PAGEREF _Toc87833875 h 5Advantages of Technology in Hotel Guest Services Management PAGEREF _Toc87833876 h 5Disadvantages of Technology in Hotel Guest Services Management PAGEREF _Toc87833877 h 6Technology in Hotel Communication, PABX Management PAGEREF _Toc87833878 h 6Advantages of Technology in Hotel Communication, PABX Management PAGEREF _Toc87833879 h 6Disadvantages of Technology in Hotel Communication, PABX Management PAGEREF _Toc87833880 h 7Technology in Hotel Service Quality Management PAGEREF _Toc87833881 h 7Impacts of technology on Rooms Division Management team, work teams, and customers in Hotel Industry PAGEREF _Toc87833882 h 8Positive Impacts PAGEREF _Toc87833883 h 8Negative Impacts PAGEREF _Toc87833884 h 8Conclusion PAGEREF _Toc87833885 h 8References PAGEREF _Toc87833886 h 10
Technology in Hotel Rooms Division ManagementTechnology improves efficiency, saves time, and gets more work done in businesses and organisations. Technology has significantly impacted how firms in the hospitality industry provide services and how end-users receive the experience. For instance, companies in the hotel industry employ a wide range of technological solutions and e-commerce to make life easier for employees, increase revenue, streamline processes and improve customers’ overall experiences. The hotel industry is ever-changing and very competitive. Therefore, businesses in this sector should invest in the latest hospitality technology trends to live up to customers’ expectations and maintain a competitive advantage.
Technology in Hotel Front Office ManagementThe front office is a crucial department in the hotel industry. This department welcomes customers, assigns rooms, accepts payments, and ensures the comfortable stay of hotel guests. A computerized check-in front desk will help with room reservations as customers can inquire and book online. Secondly, it will help capture customer data; technology lets hotels collect and store customer data useful in service personalisation. Additionally, it will help in guest billing through e-commerce services (Shin et al., 2019). Therefore, there is a need for technology at the front desk to enhance these services
To enhance the efficiency of the front office, the hotel can invest in facial recognition and mobile check-ins. Checking in is an essential aspect of the hotel industry; facial recognition in the check-in stage and the use of mobile phones as keypads make the process easy and smooth (Chevers &Spencer., 2017). This improves the efficiency at the front desk as it eliminates the guest waiting period, booking, and collection of keypads.
Advantages of Technology in Hotel Front Office Management
Investing in technology in the front office improves customer service. The use of technology in the check-in process and billing enhances efficiency and reduces the tedious queuing process, enhancing customer experience. Secondly, technology in the front office improves efficient internal operations. Companies that invest in Hotel Management Softwares can synchronise their other departments with the front office improving guest-related services such as housekeeping and catering. Additionally, technology in the front office enhances the company’s control over financial data. Cashless payment makes it easier for a company to monitor, manage, and plan its financial functions than cash payments (Shin et al., 2019). Front office technology gives hotels the tools necessary for effective customer service, productivity, and profitability.
Disadvantages of technology in Hotel front office ManagementIndividuals and potential customers can change their minds about booking a hotel if their queries are not answered on time. Mobile check-ins allow customers to book rooms online; however, if a customer raises questions about the availability of rooms and rates and is not answered on time, they can change their mind about booking with the hotel. Additionally, technology leads to loss of employment, integration of technology in a front office implies a reduction in the number of employees needed to perform these functions (Kansakar et al., 2019). Although technology improves the efficiency of services, it cannot replace the impact of a welcoming and professional customer service executive at the front desk.
Technology in Hotel Guest Services ManagementGuests want a quick, seamless, and smooth experience in the hotel industry, and technology is essential in achieving this. Incorporating technology in guest services enhances customer experience and improves the quality of service (Sharma, 2016). For instance, integrating technology in check-in and billing services eliminates queuing, which customers consider tedious and waste time. Incorporating technology in accommodation and housekeeping services eliminates customers’ need to walk out of their rooms to check with front office teams (Sharma, 2016). Exemplary guest service is essential in the hotel industry as customer experience plays a significant role in building customer loyalty and referrals.
To improve efficiency in guest services, hotels can invest in robotics. Businesses in the hotel industry can use robotics in the concierge and housekeeping services as robotics carry out monotonous tasks in the hotel with great productivity (Bowen & Morosan, 2018). For instance, robotics can be used as sensors to detect guests’ presence in the room, activate lights, and initiate temperature control, unlike having guests perform these functions independently (Bowen &Morosan, 2018). This enhances customer experience and is a step in building customer loyalty.
Advantages of Technology in Hotel Guest Services ManagementTechnology improves customer experience. Guest services such as guest rooms automation make customers feel comfortable in the hotels, enhancing their experience. Secondly, technology in guest services helps personalise guest stay. Technology allows hotels to collect information about customers that they can use to tailor services depending on customers’ demands (Sharma, 2016). Additionally, technology in guest services helps offer contactless services; the global pandemic changed how services are offered and how customers view human contacts. Therefore, using technology such as robotic help avoid staff and customer contacts and improves the overall health and safety of the hotel.
Disadvantages of Technology in Hotel Guest Services ManagementThe use of technology such as robotics that collects customers’ information and data requires a lot of security to ensure customers’ data is secure and is used for the proper purposes (Kansakar et al., 2019). This process can be expensive for the hotel. Secondly, the integration of technology entirely in carrying out guest services limits customer contact with hotel employees. Human interactions, especially warm, friendly, and professional services, build customer loyalty compared to efficient technology services that all businesses can provide (Sharma, 2016). Technology is an essential element in enhancing guest services in the hotel industry. However, companies in this sector should employ additional measures to ensure its use does not compromise the importance of human relations in the service industry.
Technology in Hotel Communication, PABX ManagementHotel communication system plays a significant role in customers’ experience; it provides a platform to manage customers’ messages, phone calls, and customer interactions (Zsarnoczky, 2018). Therefore, incorporating technology in communication will enhance the customer experience. The hospitality industry is about people. Having a platform that encourages communication between customers and hotel personnel is essential in providing services that meet customer expectations as it opens the door for feedback and compliments.
To improve communication with guests, hotels can invest in Guest applications. Hotels can design a guest application that contains deal notifications, loyalty programs, and hotel services (Zsarnoczky, 2018). This will provide guests with a platform to offer direct feedback to the hotel and a platform the hotel can use to market its services and build customer loyalty.
Advantages of Technology in Hotel Communication, PABX ManagementHotel communication systems allow customers to offer feedback which is essential in operation and customer service improvement. Success in the hotel industry depends on businesses’ ability to meet customers’ needs, and feedback provides businesses with opportunities to provide better services (Bilgihan et al., 2016). Additionally, a good communication platform offers a superior end-to-end customer experience. Customers can make international and domestic calls and book rooms, while the receiving staff can effectively answer customer questions and manage reservations (Sharma, 2016). Good communication is significant in building a lasting relationship with customers. Thus, hotels should invest in a ted-rich communication system.
Disadvantages of Technology in Hotel Communication, PABX Management
Maintaining a good communication platform is expensive; it requires a lot of investment in maintenance, follow-ups, and internet use which can be costly. Secondly, communication platforms provide a place for customers to provide feedback. Potential clients in the hotel industry consider reviews when making decisions. Negative feedback on these platforms can negatively impact the hotels’ ability to attract new clients. Additionally, multiple open lines mean customers can call anytime, and sometimes the calls and messages go unanswered; unanswered messages and calls reflect poorly on a business reputation (Kansakar et al., 2019). Communication is a significant aspect of the hotel industry as it can quickly build and destroy an organisation. Therefore, the business should ensure they put on measures to curb its downsides.
Technology in Hotel Service Quality ManagementTechnology plays a vital role in improving hotel service quality and enhancing productivity. Over the years hotel industry has adopted a wide range of hospitality technology to improve the quality and delivery of services to customers (Zsarnoczky, 2018). Technology enhances service personalisation and provides a platform for feedback. Additionally, the continuous technology implementation will improve operational efficiency as most activities will be done through technology and automation (Zsarnoczky, 2018). This, in turn, will enhance the quality of services this industry offers. The quality of service is significant in customer attraction and retention in the hotel industry.
Impacts of technology on Rooms Division Management team, work teams, and customers in Hotel IndustryPositive ImpactsTechnology enables work teams to provide superior services to customers. Technology allows the hotel to collect customer data, making it easy for the employee to serve and offer excellent services to repeat customers (Chevers & Spencer, 2017). Additionally, technology reduces the workload on employees, giving them time to serve customers better. This, in turn, improves the quality of customer service resulting in a better customer experience for the guest. Investment in technology improves customers’ experience. Technology enables customers to reserve rooms online and order housekeeping services in the room. This results in a seamless, smooth, and quick service (Chevers & Spencer, 2017). Technology makes room division management work easy. The management team can easily monitor operations across departments through Hotel Management Software that synchronises all departments. Additionally, the management team can use customer and customer data to develop strategies that enhance services (Shin et al., 2019). This improves service delivery and productivity.
Negative Impacts
Incorporating technology in the hotel industry can lead to over automation of services. This can affect customer experience as humans are social beings (Sharma, 2016). No amount of technology can replace the customer service experience from warm, friendly, and professional staff. Similarly, over-automation without human intervention brings technology-related risks. A technology breakdown will impact customer experience negatively and affects the company’s brand (Kansakar et al., 2019). This can cause rooms division management teams their job. Secondly, the continuous implementation of technology and automation reduces jobs available for work teams. Robotics is taking over housekeeping jobs while Hotel management software replaces front office teams (Bowen and Morosan., 2018). This implies job loss for junior staff and their supervisors in the hotel industry.
ConclusionSuccess in the hotel industry depends on a business’s ability to incorporate technology in their various departments efficiently. Technology in the communication and guest service department enhances service delivery, encourages efficiency, and improves the customer experience. The tourism industry is competitive, and customers’ demands keep on changing. Therefore, these businesses should invest in technology to encourage services innovation and personalisation.
ReferencesBilgihan, A., Smith, S., Ricci, P., & Bujisic, M. (2016). Hotel guest preferences of in-room technology amenities. Journal of Hospitality and Tourism Technology.
Bowen, J., & Morosan, C. (2018). Beware hospitality industry: the robots are coming. Worldwide Hospitality and Tourism Themes.
Chevers, D., & Spencer, A. (2017). Customer satisfaction in Jamaican hotels through the use of information and communication technology. Worldwide Hospitality and Tourism Themes.
Kansakar, P., Munir, A., & Shabani, N. (2019). Technology in the hospitality industry: Prospects and challenges. IEEE Consumer Electronics Magazine, 8(3), 60-65.
Sharma, D. (2016). Enhancing customer experience using technological innovations: A study of the Indian hotel industry. Worldwide Hospitality and Tourism Themes.
Shin, H., Perdue, R. R., & Kang, J. (2019). Front desk technology innovation in hotels: A managerial perspective. Tourism Management, 74, 310-318.
Zsarnoczky, M. (2018). The digital future of the tourism & hospitality industry. Boston Hospitality Review, 6, 1-9.
