As we enter the age of the new normal, several leading organizations in the hospitality industry look for ways to adhere to the necessary precautions. Customer satisfaction and quality of service always go hand in hand. Employee-to-customer interactions are limited, causing many to question the future of the service industry.

Is it here to stay? Are Guest Experiences just a bunch of soulless formalities? Our experts are here to uncover exactly why this might be the future of tech-driven hospitality.

Safety

Following the most obvious reason, regardless of which industry or sector you work in, safety is the central goal. Considering the onset of the COVID era, customer safety will always be a baseline for designing guest experiences.

Over the course of its existence, COVID-19 has converted 70% of the customer journey to contactless means. This includes cashless or online payment methods, self-check-in processes, as well as an increase in A.I and digital experiences.

Dubai – a leading worldwide attraction, for instance, have been on the receiving end of numerous tourists and expats has adapted these measures as needed. Although this may hurt the golden standards of top-rated luxury hotels in the city , relying heavily on human touch, when it comes to a successful experience – safety will always come first.

Frictionless Experience

Experts have agreed that both approaches reap their own set of benefits. Human-provided services – for its ability to make customers feel connected and welcomed and tech-based – for its quick capacity in exchanging information. Online bookings and documentation, key-less arrival and self-check-in processes were all part of that equation.

Based on a recent large-scale study, the majority of hotel customers weren’t bothered by the shift in the service delivery and preferred the quick interactions and check-in/check-out procedures.

Guest experiences with seamless digital experiences such as chatbots and an increased frequency in communication are said to eliminate miscommunication, those dreaded queues, and prolonged procedures – creating a more frictionless experience.

The Hybrid Approach

Although it’s very unlikely that hotels across the world will resume a 100% human-provided approach, many agree that these newly-inspired practices are here to stay. In fact, recent studies and surveys (Deloitte), confirmed that nearly 71% of customers didn’t care if they interacted with a human being and were equally satisfied with the contactless service.

Apart from its perceived benefits, as a way of preserving hygiene and safety standards, implementing contactless services had become an urgency in order to maintain a successfully running business.

However, this doesn’t mean that human contact needs to be extinct. There is a way both can be used to the advantage of the organization, to maximize business revenue. A truly holistic approach would limit human touch in areas wherein quickness is

Considering the fact that the hospitality industry is not a one-size-fits-all, it is important to align the method of service with the voice of the brand. Considering worldly circumstances and local health and safety regulations – finding your blend is key for adopting a more ‘hybrid’ approach.