L’année 2024 a été une nouvelle fois riche en événements pour le secteur de l’hôtellerie. Alors que nous clôturons l’année, nous avons pensé faire une brève rétrospective et célébrer les avancées incroyables que les hôtels et les leaders technologiques ont réalisées. Qu’il s’agisse de l’adoption de solutions cloud ou de la refonte des stratégies d’engagement des clients, Shiji Insights a eu le privilège de capturer des moments mémorables vécus par nos clients et les membres de notre équipe. Rejoignez-nous pour revivre les tendances, les histoires et les innovations qui ont contribué à la redéfinition moderne de l’art de l’hospitalité.
Transforming luxury hospitality
Le 2024 Luxury Hotel Guide, avec les réflexions de Nikkie Randhawa-Singh, met l’accent sur cinq stratégies de transformation pour assurer le succès futur du secteur de l’hôtellerie de luxe. Il s’agit notamment d’adopter des solutions évolutives basées sur le cloud pour améliorer l’efficacité opérationnelle, d’intégrer des protocoles de santé et de sécurité avancés pour renforcer la confiance des clients et de tirer parti de l’analyse des données pour offrir des expériences hautement personnalisées qui favorisent la fidélisation. Le guide souligne l’importance des pratiques durables pour attirer les voyageurs soucieux de l’environnement et atteindre les objectifs environnementaux à long terme, ainsi que la création d’expériences numériques transparentes, telles que l’enregistrement mobile et les technologies de chambre intelligente, pour répondre aux attentes des clients modernes et férus de technologie. Tous ces éléments mettent en évidence une approche avant-gardiste, centrée sur le client, visant à redéfinir l’hôtellerie de luxe.
Modern marketing for memorable stays
“Elevate Guest Engagement with Modern Marketing Tech” discusses how luxury hotels can enhance guest engagement by adopting modern marketing technologies. It emphasises the importance of personalised communication, data-driven marketing strategies, and integrating advanced technologies to create seamless and memorable guest experiences. By leveraging these tools, hotels can better understand guest preferences, tailor their services accordingly, and foster stronger relationships with their clientele.
Balancing innovation and tradition
Thomas Moons, Area Managing Director for Spain and Portugal at Belmond Hotels, shared the strategic integration of technology to enhance guest experiences while preserving the essential human touch in luxury hospitality. Belmond properties have adopted advanced booking systems, smart room features, and AI-assisted concierge services to streamline operations and personalise guest interactions. Thomas advocates for intuitive automation that simplifies processes without overwhelming guests, ensuring that technological advancements complement rather than replace personalised service. By balancing innovation with tradition, Belmond Hotels maintains its unique charm while adapting to modern demands.
AI and automation in action
The article “Transforming a 200-room hotel with AI and Automation” explores how implementing AI and automation technologies can enhance operational efficiency, reduce costs, and improve guest experiences in a hotel setting. A hypothetical case study of The Hanson Hotel illustrates potential benefits such as labour savings, optimised energy consumption, and personalised guest services. The piece also addresses concerns regarding return on investment, operational changes, and guest acceptance, suggesting that with proper integration and training, these technologies can lead to significant annual savings and a strong ROI while supporting sustainability efforts that appeal to eco-conscious travellers.
Learning from high-demand events
Jessica Kurtz’s “Beyond Bier and Weißwurst: Cheers to Reviews” analyses Munich hotels’ performance during Oktoberfest 2024. The piece suggests that hotels can enhance guest experiences during high-demand events by increasing staffing, investing in amenities like air conditioning and soundproofing, offering complimentary perks to improve value perception, and focusing on food and beverage quality. Additionally, it notes a shift in review platforms, with Agoda entering the top five, indicating changing guest preferences in feedback channels.
Reputation management and guest feedback
Hotelatelier, a prominent hospitality group with 38 hotels across Spain and Portugal, has significantly enhanced guest satisfaction and reputation since 2014 by adopting a customer-centric approach. Susana Romero Expósito, Quality and Reputation Specialist at Hotelatelier, highlights that this strategy involves comprehensive staff training, effective communication, and the integration of reputation management software. These measures have led to a rise in the Global Review Index (GRI) from 84% to 88% and an impressive response rate to guest feedback of nearly 100%. By prioritising real-time guest feedback and fostering a culture of continuous improvement, Hotelatelier ensures exceptional guest experiences and maintains a strong market reputation.
AI for operational excellence
We created the “ChatGPT Prompts for Hoteliers” article, which provides a comprehensive guide to utilising ChatGPT to enhance various aspects of hotel operations. Offering tailored prompts to improve guest communication, streamline administrative tasks, and develop personalised marketing strategies. By leveraging these AI-driven prompts, hoteliers can automate routine inquiries, generate engaging content, and analyse guest feedback more efficiently, ultimately elevating the overall guest experience and operational efficiency. Recently updated, this article now includes Christmas and New Year prompts for hotels, so check it out for some ideas.
Streamlining operations for guest satisfaction
We spoke with Craig Couper, Product Operations Manager at Atlas Hotels and discussed the group’s technological transformation across its 58 UK properties. Craig emphasised adopting cloud-based systems for centralised control and real-time data access to enhance operational efficiency. Integrating new technologies in bars and cellars to improve product quality and yield and implementing standardised processes for stock management and pricing to maintain consistency. Through effective communication, thorough preparation during system upgrades, and a focus on data-driven decision-making, Atlas Hotels has successfully enhanced both efficiency and guest satisfaction.
Sustainability in focus
In an interview with Shiji Insights, Nadine Schramm, Head of Sustainability and Business Operations at Ecotourism Australia, discussed how the organisation uses data analytics and customer feedback to enhance sustainable tourism practices. By implementing a reputation management system, Ecotourism Australia provides certified operators with valuable insights to benchmark services and identify areas for improvement. Nadine emphasises the importance of continuous improvement, certification as a sustainability benchmark, and the pivotal role of technology in promoting sustainable tourism.
McDonald’s digital evolution: Redefining fast-food service
Aris Gysel, a key figure in McDonald’s Switzerland, discussed the company’s digital transformation journey, which began in 2016 and accelerated with the introduction of self-ordering kiosks by 2019. Initially, these kiosks faced challenges, but operational adaptations like “made for you” and table service improved efficiency and enhanced customer experience. The COVID-19 pandemic further accelerated digital adoption, with 95% of customers preferring self-ordering kiosks. Aris also highlighted the increased need for investment in hardware and IT systems due to the rapid evolution of digital technology.
Payment integration revolution
James Montague’s article “Navigating the Shift in Hotel Payment Processing: From Standalone to Integrated Systems” explores transitioning from traditional standalone payment terminals to integrated payment solutions within the hospitality industry. James explains that standalone systems require manual data entry and reconciliation, increasing labour costs and potential errors. In contrast, integrated systems streamline operations by automating these processes, enhancing efficiency, and improving the guest experience, particularly in Food & Beverage services. While integrated systems may involve initial investments, they offer long-term economic benefits through labour savings and operational improvements.
Rethinking guest personalisation
“Unleashing Data for Personalised Hotel Stays” discusses how hotels shift from traditional transactional models to relationship-focused approaches by leveraging guest data to create tailored experiences. Emphasising the importance of understanding diverse guest expectations, integrating mobile technology, and consolidating data into Single Guest Profiles to enhance personalisation. The piece also highlights the need for open, interoperable systems and robust data management practices to ensure accuracy and security, aiming to build lasting relationships with guests by effectively using technology and data.
Digital transformation success stories
Our interview with Raul Alvarez Barrera, Global VP of Digital at Radisson Hotel Group, detailed the company’s digital transformation to enhance guest experiences and operational efficiency. Their journey began with consolidating ten separate brand websites into a unified platform, streamlining their digital presence. Subsequent initiatives include developing the Radisson Hotels App, implementing immersive experiences, and executing a comprehensive localisation strategy to cater to diverse guest preferences. Emphasising the strategic use of data and visual content, Raul highlighted the importance of personalisation and real-time engagement in meeting modern traveller expectations.
Michelin ratings and guest perceptions
“How do Michelin Keys ratings stack up against guest reviews?” examined the correlation between Michelin’s new hotel rating system and guest satisfaction metrics. Analysing Parisian hotels, it identified an inverse relationship between the number of Michelin Keys and the Global Review Index (GRI): 3-key hotels have a slightly lower GRI (94.60%) compared to 2-key (95.15%) and 1-key hotels (95.25%). Additionally, only 12 out of 39 Michelin-rated hotels rank among the top 50 based on GRI performance, suggesting that higher Michelin distinctions don’t always align with superior guest reviews. The study also noted that 1-key hotels tend to be smaller, averaging 40 rooms, aligning with Michelin’s focus on boutique establishments. Overall, the findings indicated a complex relationship between professional ratings and guest perceptions in the hospitality industry.
Innovation and excellence at TIME Hotels
In an interview with Eddie Ignatius, Vice President of Innovation and Quality Excellence at TIME Hotels, he emphasises the transformative power of actively monitoring and responding to guest feedback in the hospitality industry. Eddie shared that systematic collection and analysis of guest reviews have led to strategic initiatives, such as implementing sustainable practices and digital check-in processes, directly enhancing guest satisfaction and operational efficiency. Highlighting the importance of staff engagement, standardising processes, and embracing technology to maintain service quality amid expansion underscores that guest feedback is essential for continuous improvement and exceptional experiences.
The Airbnb conundrum
André Baljeu’s article “The Airbnb Dilemma: Privacy, Pricing, and the Shift Back to Hotels” examined the evolving dynamics between Airbnb and traditional hotels. It highlighted that while Airbnb initially attracted travellers with unique accommodations and competitive pricing, concerns over privacy, inconsistent quality, and rising service fees have prompted many guests to reconsider hotels. Hotels responded by enhancing amenities, ensuring consistent service, and leveraging technology to regain market share. The piece suggests that the hospitality industry is witnessing a shift as travellers weigh the benefits and drawbacks of both lodging options.
Closing the year with optimism
In 2024, the hospitality industry experienced significant transformation, demonstrating resilience and embracing innovative solutions. We thank our readers for accompanying us on this journey, where we explored the impact of technology and creativity in our industry. Shiji Insights showcased a variety of inspiring stories and strategies that have redefined the guest experience.
Additionally, we have produced a range of on-demand podcasts in Spanish and quarterly benchmark reports that offer valuable insights and data for analysis. These resources are designed to support industry professionals in making informed decisions based on current trends and performance metrics.
As we transition into 2025, our commitment remains to push boundaries and strive for excellence. We look forward to the opportunities and challenges that the new year will bring.
