The Art of Service: The Future of Customer Experience in Hospitality

19 Jun 2024

8 Min Read

Dr Ruth Sabina Francis (Academic Contributor), Taylor's Team (Editor)

IN THIS ARTICLE

In the rapidly evolving landscape of the hospitality industry, the art of delivering exceptional customer service remains at its core. However, what defines an outstanding guest experience today is significantly different from what it was a decade ago. With the advent of advanced technologies, shifting consumer preferences, and an increased focus on sustainability, the hospitality sector is undergoing a transformative phase.

As we look ahead, it is crucial for industry professionals to stay abreast of the latest trends and innovations that are shaping the future of customer experience. From personalised services driven by artificial intelligence to eco-friendly practises and immersive digital experiences, the future promises to be dynamic and guest-centric.

Hospitality Through the Ages

Hospitality, as we understand it today, has ancient roots. The concept of hospitality can be traced back to early civilisations where offering shelter and sustenance to travellers was considered a sacred duty. In ancient Greece and Rome, hospitality was deeply embedded in the culture, often associated with the gods and considered a marker of civilisation. Inns and guesthouses were common along major trade routes, providing essential services to merchants and travellers.

As societies evolved, so did the concept of hospitality. During the Middle Ages, monasteries and abbeys often served as rest stops for pilgrims and travellers. These religious institutions provided food, shelter, and care, laying the groundwork for modern hospitality services.

The Industrial Revolution marked a significant turning point in the hospitality industry. The rise of the middle class and increased travel for both business and leisure led to the development of grand hotels. These establishments offered luxurious accommodations, fine dining, and various amenities, setting new standards for guest service.

Vintage engraving from 1878 of the Shipyards and shipping of the Clyde, Scotland

The 20th century witnessed dramatic changes in the hospitality industry. The advent of commercial aviation and the rise of global tourism spurred the growth of international hotel chains and resorts. These developments brought about standardisation in service quality and the introduction of loyalty programmes.

In the latter half of the century, technological advancements began to reshape the industry. The introduction of online booking systems, global distribution systems (GDS), and later, the internet, revolutionised how guests searched for and booked accommodations. Hotels started to incorporate technology to enhance guest experiences, paving the way for today's tech-driven hospitality sector.

Today, the hospitality industry is a dynamic and multifaceted field, constantly evolving to meet the changing needs and preferences of guests. From boutique hotels offering unique, personalised experiences to large chains focusing on consistency and reliability, the industry continues to innovate and adapt.

As we move further into the 21st century, the integration of advanced technologies, sustainable practices, and a renewed focus on wellness and experiential travel are setting the stage for the future of hospitality. Understanding this rich history provides valuable context as we explore the latest trends and envision what lies ahead for the industry.

Rear view of a couple relaxing in the chairs at hotel balcony

Current Trends in Customer Experience

In today's digital age, personalisation has become a cornerstone of exceptional customer service in the hospitality industry. Leveraging advanced technologies such as artificial intelligence (AI) and machine learning, hotels can now offer bespoke experiences tailored to individual preferences and needs. For instance, Hilton's 'Connected Room' allows guests to personalise their stay using the Hilton Honors app, controlling room settings such as temperature, lighting, and television channels from their smartphones. The system learns from previous stays, ensuring a more tailored experience each time. Similarly, Marriott International employs AI-driven chatbots in 2017 to enhance customer interactions, handling common queries, facilitating bookings, and providing local recommendations, thus freeing up staff to focus on more complex guest needs.

Sustainability is no longer a mere trend but a fundamental expectation among modern travellers. Hotels are increasingly adopting eco-friendly practices to reduce their environmental footprint and appeal to eco-conscious guests. Six Senses Hotels Resorts Spas is renowned for its commitment to sustainability, with initiatives including banning plastic straws, sourcing local and organic produce, and implementing energy-efficient technologies. They also offer guests opportunities to engage in conservation activities, such as coral planting and wildlife monitoring. Accor's Planet 21 programme is another example, focusing on sustainable development across its hotels through initiatives like reducing food waste, using eco-certified products, and promoting biodiversity. This programme also involves staff and guests in sustainability efforts, fostering a collective commitment to environmental responsibility.

Sustainably made bed is formed from wood and canvas

The COVID-19 pandemic accelerated the adoption of digital and contactless services in the hospitality sector, enhancing convenience and ensuring safety and hygiene. CitizenM Hotels have embraced a fully digital experience, from check-in to check-out, with guests using self-service kiosks for check-in and mobile apps for room access, lighting control, and ordering services. This seamless integration of technology provides a hassle-free and efficient guest experience. Hyatt Hotels introduced Mobile Entry, allowing guests to use their smartphones as room keys, reducing physical touchpoints and streamlining the check-in process to enhance both convenience and safety.

Innovative Developments Shaping the Future

Virtual and augmented reality (VR/AR) are making their mark in the hospitality industry. Hotels are using VR for virtual tours, allowing potential guests to explore the property before booking. This immersive experience can be a powerful marketing tool, providing a realistic sense of the hotel's amenities and atmosphere. AR, on the other hand, enhances the on-site guest experience. The Hub Hotel by Premier Inn in London uses AR to provide interactive city maps and local attraction information when guests scan wall maps with their smartphones. This blend of physical and digital elements enriches the overall stay, making it more engaging and informative.

Robotics and automation are becoming increasingly prevalent in hospitality operations. Robots are now employed for various tasks, from concierge services to housekeeping. The Henn-na Hotel in Japan, known as the world's first robot-staffed hotel, uses robots to check guests in, carry luggage, and even clean rooms. While the novelty of robotic staff can enhance the guest experience, the practical benefits include improved efficiency and the ability to reallocate human staff to more complex, guest-focused tasks. However, it is essential to balance automation with the personal touch that is often crucial in hospitality.

Redefining Luxury in Hospitality

The concept of luxury in the hospitality industry has evolved significantly over the years. Today, luxury is not just about opulent decor and extravagant amenities; it is increasingly defined by unique, personalised experiences and a focus on wellness and sustainability. This shift reflects the changing preferences of modern travellers who seek meaningful and memorable stays.

Experiential luxury is one of the most prominent trends redefining the hospitality landscape. Guests are looking for one-of-a-kind experiences that go beyond traditional luxury offerings. For instance, The Brando, a luxury resort in French Polynesia, offers guests private villas with personal concierges and exclusive access to the island’s pristine beaches and natural beauty. This level of customisation allows guests to engage deeply with their surroundings and create lasting memories. Similarly, the Banyan Tree Mayakoba in Mexico provides curated experiences such as guided eco-tours, private dining in natural settings, and tailored wellness programmes, providing guests with a rich, immersive experience of the local culture and environment.

The View From An Island Villa Out To The Ocean

Wellness and holistic approaches are also becoming integral to the luxury hospitality offering. The increasing focus on health and well-being has led hotels and resorts to incorporate comprehensive wellness programmes into their services. Anantara Peace Haven Tangalle Resort in Sri Lanka, for example, offers personalised wellness retreats that include yoga sessions, Ayurvedic treatments, and nutritional guidance. These programmes cater to the growing demand for health-conscious travel options and provide guests with a rejuvenating and transformative experience.

Luxury is also being redefined by the emphasis on privacy and exclusivity. High-end travellers increasingly value personalised services that offer privacy and exclusivity. Private villas, bespoke concierge services, and exclusive access to facilities are becoming essential elements of luxury hospitality. The Villa La Coste in Provence, France, provides each guest with a private villa and access to personal art tours, wine tastings, and private dining experiences, ensuring an intimate and exclusive experience.

Moreover, culinary excellence continues to be a hallmark of luxury hospitality. Fine dining experiences curated by renowned chefs, using locally sourced and high-quality ingredients, are highly sought after by discerning travellers. The Mandarin Oriental, Bangkok, for example, offers gourmet dining experiences that highlight the rich culinary heritage of Thailand, providing guests with an unforgettable gastronomic journey.

Dr Ruth Sabina Francis

Future hospitality professionals should be tech-savvy, skilled in data analysis, and knowledgeable in sustainability. Industry engagement through projects, specialised courses, and understanding local markets are also crucial. Employers value graduates with practical experience, additional certifications, and awareness of UNSDGs, enabling them to excel in a dynamic, guest-centric industry.

Dr. Ruth Sabina Francis

School of Hospitality, Tourism and Events

Enhancing Customer Interaction and Engagement

In the ever-evolving hospitality landscape, customer interaction and engagement have become critical components of delivering exceptional service. Social media and digital presence play pivotal roles in shaping guest expectations and experiences. Hotels increasingly leverage social media platforms to engage with guests, build brand loyalty, and showcase their unique offerings. Platforms such as Instagram and Facebook provide visual storytelling opportunities, allowing hotels to highlight their amenities, events, and guest experiences. For instance, The Ritz-Carlton uses Instagram to share captivating images and stories from their properties worldwide, creating a sense of connection and aspiration among their followers.

The concept of gamification is also making its way into the hospitality industry as a means to boost engagement and enhance customer interaction. By incorporating game-like elements into their services, hotels can create more engaging and enjoyable experiences for guests. For example, Marriott's Bonvoy app includes features that allow guests to earn points and rewards for completing certain actions or engaging with the brand in specific ways. This not only incentivises repeat visits but also keeps guests engaged with the brand between stays.

Interactive and immersive guest experiences are also becoming more prevalent. Hotels are experimenting with various technologies to create unique and memorable interactions. The Radisson RED, for example, uses augmented reality (AR) to enhance the guest experience. Guests can use their smartphones to interact with AR elements in their rooms and public areas, providing an added layer of entertainment and engagement.

Swimming pool near the sea in Cape Panwa Phuket, Thailand

Ethical Considerations and Challenges

One of the foremost ethical considerations in the modern hospitality landscape is data privacy and security. With the increasing use of technology to personalise guest experiences, hotels collect vast amounts of personal data. This data includes not only contact information and preferences but also sensitive details about guests' habits and behaviours. Ensuring the security of this data is paramount to maintaining trust. The General Data Protection Regulation (GDPR) in Europe has set a high standard for data protection, and hotels must comply with these regulations to protect guest privacy. For example, Marriott International faced significant challenges after a data breach in 2018 that exposed the personal information of millions of guests, highlighting the critical importance of robust cybersecurity measures.

Balancing technology with the human touch presents another significant challenge. While automation and AI can enhance efficiency and convenience, there is a risk of losing the personal interactions that are a hallmark of hospitality. Guests still value the warmth and personal attention that only human staff can provide. The key is to use technology to complement, rather than replace, human interaction. For instance, the Peninsula Hotels group uses technology to enhance guest experiences while ensuring that personal service remains central. Their guestroom tablets offer a range of services, but there are always staff members available to assist personally.

Senior Asian businesswoman checking into a hotel

Sustainability, while a positive trend, also comes with its own set of challenges. Implementing eco-friendly practices often requires significant investment and can lead to higher operational costs. Hotels must find ways to balance these costs while still offering competitive pricing. Moreover, genuine commitment to sustainability should go beyond mere marketing claims. Accusations of 'greenwashing,' where companies exaggerate their environmental efforts, can damage reputations. The InterContinental Hotels Group (IHG) has made strides in this area with their Green Engage system, which helps hotels monitor and reduce their environmental impact, ensuring transparency and accountability.

Conclusion

The hospitality industry stands at the cusp of a transformative era, driven by rapid technological advancements, evolving guest expectations, and a heightened focus on sustainability and ethical practises. As we navigate this dynamic landscape, it is imperative for hospitality professionals to stay ahead of trends and continually innovate to meet the changing needs of their guests.

In this forward-thinking approach, the hospitality industry not only enhances guest satisfaction but also ensures its long-term success and relevance. As we move into the future, those who lead with innovation, empathy, and responsibility will set new benchmarks in the art of service, redefining what it means to be a leader in the hospitality industry.

The hospitality industry is evolving, and so should you. Book an appointment with our education counsellor today to discover how our top-ranked hospitality programme can prepare you to excel in this dynamic field.

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