Contactless check-in, digital room keys, chatbots providing customer service, tablets controlling room lighting and temperature, virtual reality tours and cleaning robots… Technological initiatives to enhance the guest experience have multiplied in recent years, with varying degrees of effectiveness. But the question is not whether to adopt the technology. It’s already here, it’s going to play an increasingly important role, and we need to be trained for it. But there are others. How do you blend people and technology? How do you distinguish useful innovation from ostentatious gadgetry? More generally, what is the right level of technology?
In this first part of a 2-part series, we take a step back in time to discover how the hotel industry, and especially the high-end hotel industry, has always used new technologies to evolve and adapt to the changing needs of its guests.
19th century: The emergence of electricity, telephones and comfort
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Since the rise of the hotel industry in the 19th century, the sector has embraced technological innovations to enhance the guest experience. During this period, renowned establishments such as the Ritz in Paris (1898), the Waldorf Astoria in New York (1893) and Le Savoy in London distinguished themselves by introducing avant-garde amenities such as in-room electricity, telephones and individual bathrooms. These advances, though now seemingly trivial, were at the time the epitome of luxury and modernity, laying the foundations for the hotel industry as we know it today.
20th century: Beginning of hotel chains and mass tourism
Over the course of the 20th century, the hotel industry underwent a radical transformation, driven by several key factors. With the advent of commercial aviation, mass tourism exploded in the 1950s-1960s. Destinations that were once inaccessible or reserved for the elite have become accessible to the general public, generating increased demand for accommodation. The luxury hotel sector had to stand out from the crowd. This was the era of the first international luxury hotel chains, such as InterContinental and Four Seasons. Their worldwide expansion subsequently necessitated the adoption of centralized reservation systems, a real technological feat for the time.
At the same time, the golden age of cinema and the democratization of television offered a global showcase for hotels, which quickly integrated televisions into their rooms to offer guests this new luxury. Innovation in air conditioning has also transformed the customer experience, making stays in extreme climates much more pleasant. The rise of global tourism has led to the emergence of themed hotels and resorts offering unique experiences, from ski resorts to tropical paradises.
2000s: The digital era
The advent of the Internet at the dawn of the 2000s revolutionized the hotel industry in many ways. Booking methods have been transformed, pushing hotels of all categories to rapidly adopt online booking platforms to remain competitive. Price aggregators and comparators, such as Booking.com, Expedia, and Hotels.com, have emerged, prompting hotels to improve their online visibility. In parallel with this digital transformation, Wi-Fi access has become a necessity in rooms and common areas. Loyalty programs have been digitized, harnessing the power of smartphones to offer customized rewards and experiences.
The growing importance of sustainable development has also encouraged greener technological integration, and the emphasis on wellness has led to an increase in spa and fitness center offerings. These developments, coupled with the introduction of sophisticated customer relationship management (CRM) systems, contributed to a metamorphosis in the hotel industry during this period.
2010s: The rise of platforms, artificial intelligence and ubiquitous connectivity.
During the 2010s, the hotel industry was faced with a new wave of technological and digital transformations, amplified by the rise of smartphones and the democratization of artificial intelligence.
Airbnb, launched in 2008, has gained momentum and redefined the notion of accommodation, forcing traditional hotels to rethink their business model and offering. Virtual reality has begun to be integrated, offering potential guests virtual tours of establishments before they even arrive. Chatbots have made their appearance, enabling instant responses to guest queries. Mobile technologies have been exploited by the industry, with some hotels introducing applications for contactless check-in and on-demand services. Cloud-based management systems, meanwhile, have become the norm, offering hotels greater flexibility and efficiency.
Moreover, data analysis has become central, enabling establishments to better understand their guests’ behaviors and preferences, thus optimizing their offering and marketing strategies.
In retrospect, the hotel industry has continually adopted and adapted technological innovations to transform itself and meet the changing needs of its guests.
These advances have not only reshaped the way we perceive travel, but have also defined ever-changing standards of welcome and hospitality. How will the hotel industry continue to evolve while retaining its very essence? As technological challenges and opportunities continue to grow, join us for the second part of this series: Innovation and Hospitality – Hospitality today and tomorrow: Finding the right balance, where we explore current and future trends shaping the hospitality industry of tomorrow.
