A hotel comprises back-of-house and front-of-house operations (“Class 5 Accomodations”, 2021). Front-of-house operations involve direct interaction with clients and include front desk, concierge, bellhops and captains, porters, and door people. These people work in check-in and check-out sections. Back-of-house operations involve administration, sales, and marketing, accounting, and security. The administration deals with managing employees. It ensures departments are informed of new developments and daily operations. Sales and marketing operations involve advertising, sales, public relations, and research. Accounting operations involve tackling financial tasks, and the position is often separate from the Headquarters. Housekeeping deals with ensuring that guests are comfortable and cleaning public areas and individual rooms. The security department is responsible for deterring crime, protecting property and guests. The engineering staff’s role involves maintaining the hotel’s physical structures and operations to create convenience for guests.
Technological advancements have significantly transformed hotel operations. A good example is ALICE, a hotel operations platform that promotes meaningful guest experiences through operational excellence. The hotel operations software is used to handle the back of house and front of house operations and customer interaction in one platform (Taylor, 2018). Hotel departments have for a long time worked in isolation with very minimal interdepartmental interactions. With ALICE, services are connected across the entire company, employees remain accountable, organized, and focused (Shashou, 2019). This has contributed to higher quality and timely services that have, in turn, promoted guest satisfaction. For instance, the platform offers a tool that helps concierges track vendor information and guest requests, with saved itineraries, electronic reminders, and the ability to chat with guests. This tool has been adopted by around a hundred hotels in the United States because they have recognized its power in raising guest experience standards.
Furthermore, ALICE has made it easier for hotels to address customer dissatisfaction. With the ability to interact with customers transparently, it is easier to receive customer feedback on time and fix the problem immediately (O’Neil, 2016). Previously, hotels could receive bad reviews but could not understand precisely what the problem was or the employee who had caused the problem. Since staff and guests communicate on the same platform, it is possible to do an end-to-end analysis from the point a request was made to the point the service was delivered. ALICE shows everything from that happened, how it happened, who did it, and all contextual factors.
Efficacy is an important aspect, especially in housekeeping. Numerous guests usually get into and out of rooms. Housekeepers have in the past had a challenge performing their roles since they could only rely on printed reports and clipboards to navigate through their daily activities. Therefore, many hotels have adopted a mobile approach of assigning tasks where there is real-time access to property management systems without reliance on printouts (Hertzfeld, 2019). This strategy has therefore enhanced smooth housekeeping operations by increasing convenience among staff.
In conclusion, hotels should focus more on enhancing the services they deliver to gain a competitive advantage cost-effectively. Upgrading rooms frequently to appeal to clients may not be economically viable. However, investing in technology seems to enhance the guest experience through convenient and personalized services. It also streamlines operations and staff working experience, which translates to better services that satisfy clients.
Question: How is technology becoming the center of hotel operations
Class 5 Accomodations. (2021). Presentation.
Hertzfeld, E. (2019, April 4). Mobile apps, real-time information streamline housekeeping workflow. Hotel Management. https://www.hotelmanagement.net/tech/mobile-apps-real-time-information-streamline-housekeeping-workflow
O’Neil, S. (2016, August 18). ALICE thinks hotel operations could learn from innovation in other industries [Interview]. In Phocuswire. https://www.phocuswire.com/ALICE-thinks-hotel-operations-could-learn-from-innovation-in-other-industries
Shashou, A. (2019, March 31). How operations software empowers your staff to say yes. Hotelexecutive. https://www.hotelexecutive.com/feature_focus/6036/how-operations-software-empowers-your-staff-to-say-yes
Taylor, M. (2018, December 24). How technology will continue transforming the hotel experience in 2019. TravelPulse. https://www.travelpulse.com/news/hotels-and-resorts/how-technology-will-continue-transforming-the-hotel-experience-in-2019.html
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