Eyes on the prize

Utilizing new technologies can help a hotel’s bottom line

by JASON MOLL

Technology has impacted all aspects of our personal lives and continues to be at the forefront of the hospitality industry. Historically, hotels have leveraged technology to improve the experience for guests and associates alike, also while providing a tangible impact to the bottom line.

We live in an exciting time with new products being introduced across a broad spectrum of our entire business model. In the past, hotels offered goods and services, including technology, that were above and beyond what the consumer would enjoy in their homes. However, today’s consumer has an abundance of technology available at their fingertips in everyday life.

So, how can hotels leverage technology that is tangible and improves their experience? How can that technology not only provide a memorable experience for the guests but provide an ROI to ownership?

Noble House Hotels & Resorts takes a strategic approach to the company’s overall technology plan. Like many of us in the hospitality industry, Noble House is inundated with sales requests for the latest and greatest product in every discipline that will change how the company operates. But Noble House has found success by vetting partners that balance cutting edge with quantifiable benefits that are not only well received but also provide a simple and seamless user experience.

This may seem like a common-sense approach, but there are many operating in this space taking a vastly different, and far less prudent, approach.

In this fast-paced and ever-changing environment, it’s important to keep up to date not only on what may be next on the horizon but also what may not be as heavily utilized. A few years ago, it became very evident that “app fatigue” was a real threat to developing an app due to over-saturation. Just giving your customer an app clearly was not good enough. There had to be a benefit to downloading the app and keeping the app on your phone. While pre-stay and during-stay content is beneficial, having loyalty points, rewards programs, selective offers, and exclusive benefits to your app community will keep that application active long term.

DO IT RIGHT
Technology can be one of the mainstays of your brand, but it can frustrate the intended end user if not executed properly. As our industry continues to rebound from the pandemic and staffing crisis, embracing the efficiencies that technology can bring is paramount. Noble House’s analytic and scheduling tools assisted the team greatly in managing through shortfalls in occupancy as well as staffing throughout the pandemic and have been critical to the company’s success in bottom line financial goals.

While there is nothing that can replace a genuine smile and helping hand, the future of technology in hospitality is here and both can coexist in a manner that benefits everyone.