技术对酒店业的商业复兴至关重要

泽维尔Mongin

2020年6月11日

Business continuity and digital transformation are fundamental to the resurgence of the 酒店火狐体育手机 in this post-health crisis era.

The travel and tourism industry has been widely and significantly impacted by today’s unprecedented health crisis. For the first time ever, more than 70% of the worldwide hospitality sector has been shut down. 虽然很难预测什么时候 酒店火狐体育手机 will return to pre-pandemic levels, I believe t在这里 will be two phases in the recovery process.

第一阶段: During phase 1 business travel will be very limited as most companies will not want to put their employees at risk. 减少旅行将导致开支大幅减少. 除了 many businesses will adopt communication platforms to facilitate 业务连续性.

As we begin to see an increase in demand for holiday stays within home countries will see an increase in ’staycation’ and ‘daycation’ offers that encourage people to stay local.

第二阶段: 第二阶段 will begin as corporate business travel and events ramp up. 除了, 国际旅行, 展览, and personal events including celebrations and weddings will enable the hospitality sector to gradually resume business.

First, however, we will need to face the financial fallout from today’s global health crisis. 不管接下来的危机是什么, the key learning for the travel industry will be to be better prepared for the future based on our experience in 2020.

2020酒店火狐体育手机洞察

As reopening unfolds I see four major challenges that operators will need to navigate to address the changes in the 酒店火狐体育手机.

• 性能指标: 今天, all of the 酒店火狐体育手机 performance indicators; average daily rate (ADR), 入住率, and Revenue per available room (RevPAR) have plunged below profitability, 所以第一个挑战是让他们回到收支平衡.

• 新规定: Most country and tourism authorities will implement new rules that will require compliance (such as max occupancy, 关闭设施, 社会距离, 以及房间卫生). Though new regulations will be important for guests to feel safe and secure.

• 居家度假和日间度假: These initiatives will be critical for hotels to redefine their portfolio and offer innovative proposals, especially for those whose business was previously focused on 国际旅行ers.

• 竞争的新面孔: During the last two decades the competition landscape has evolved with the introduction of online travel agencies (OTAs) such as Booking.com, and Expedia, as well as peer-to-peer platforms such as Airbnb and HomeAway. This new post-health crisis environment will see additional changes as hotels declare bankruptcy, 改变所有者, 更改类别(X星), 采用新技术, 发明新产品, 签订新的合作协议.

新的数字机遇

While these changes may initially unleash chaos, I prefer to focus on the opportunities. Travelers will benefit from new competitive offers and unique experiences worth paying more for. 酒店将受益于新的基准, 提高吸引力, 重访预订性能, addressing guest satisfaction and improving guest loyalty and referral.

然而, I believe it is digital transformation that can most significantly contribute to the revival of the 酒店火狐体育手机 in the following three ways:

• 入住率低: 现在是进行技术升级的最佳时机, 拉电缆, 安装新的无线网络, 或者对网络进行其他更改. Hotels that can afford to invest in a renovation or technical refresh should do it now so that they are 100 % operational when business picks up. If not, they risk lagging behind the competition when reopen happens.

• 人身安全卫生: The move to paperless rooms and digital interactions must be a technology priority for the 酒店火狐体育手机. 例如:

• A kiosk for check-in/out reduces line-ups and interactions at the front desk

•智能手机上的门锁应用程序减少了接触点

•使用平板电脑和触摸屏手机使清洁更容易 

• BYOD turn guests’ smartphones into a room phone or hotel application 

• 业务模型敏捷性: An OPEX consumption-based model can provide the flexibility hotels need. 进一步, a cloud-based offering can provide multiple solutions including voice communications, 协作, 网络管理, 无线网络, 数字应用和支持BYOD. Technology also creates an opportunity for owners to convert hotels into mixed-use developments including offices, 服务单元, 或公寓. 混合用途的建筑群可以容纳独立的房东, 或者每个租户都有自己的服务提供者订阅, 电话线路, 和无线网络.

As in any crisis, this is a time for learning, adapting and anticipating. 我们将看到新的有远见的概念出现. 收购和合并将带来不稳定. 正在进行和宣布的项目将会有变化, 以及业主和经营者之间的重新谈判. 然而, I believe that a critical lesson from our current situation is that technology and digital transformation will be vital for success in the 酒店火狐体育手机 在新的后卫生危机时代.