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未来酒店业谁为你服务

来源:未知     作者:admin     发布时间:2019-06-04              

用技术取代人类究竟会导致何种后果?我们今天推出西班牙艾玛迪斯酒店服务业企业发展与营销执行副总裁艾哈迈德 · 尤瑟夫(Joe)撰写的文章《未来酒店服务业:全自动化还是人工服务?》

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技术常常引发争议。一方面,它被视为可解决诸多问题的万能良方。

Technology is a divisive topic. On one hand, it’s seen as a silver bullet solving any number of challenges.

另一方面,它又被视为一种“必要之恶”,掠夺了人类的工作,并提供着毫无温度和人情味可言的客户体验。

On the other, it’s the necessary evil taking people’s jobs and creating a cold, impersonal guest experience.

用技术取代人类究竟会导致何种后果?在一切实际发生之前,很难进行预测。

It’s almost impossible to predict the ramifications of replacing humans with technology until it actually happens.

然而,在人际交流至关重要的酒店服务业,我们正徘徊于技术的创新与滥用之间。无论如何,没有服务人员的酒店服务业根本称不上酒店服务业。

However, in an industry where personal touches matter a great deal, we are treading a fine line between innovation and over-kill. We can’t call ourselves the hospitality industry without people.

顾客始终期待着干净整洁的房间、细致周到的服务,以及快速无缝的入住及退房服务。而我相信技术并未能改变顾客一如既往的住店需求,而且未来也不会改变。

Technology hasn’t (and never will) change the needs of our guests – a clean room, discreet service, a quick and seamless check-in/check-out.

如今顾客的期望不断提高,并且随着个性化体验成为下一个新常态,这一期望提高的态势会继续延续。酒店要想脱颖而出,就需要快速而准确地提供个性化服务。

However, guest expectations have increased over time and will continue to do so as personalization becomes the next new norm. To stand out, a hotel needs to deliver personalized services with speed and accuracy.

技术是这一新兴“服务竞赛”背后的推动力,但需要谨记的一点是,顾客不会特意越过人工服务去寻求自动化或自助服务。

Technology is the enabler in this new ‘race of service’, but it’s important to remember that guests do not specifically seek automated or self-service over human service.

事实上,我们的研究表明,近三分之二 (63%) 的顾客更喜欢与酒店员工互动,而非使用自助服务技术。

In fact, our research shows that almost two in every three guests (63%) prefer interacting with hotel staff than self-service technology.

诚然,顾客也期望令人难忘、值得分享和不同寻常的体验。技术是赋能酒店员工的关键,支持他们与顾客进行更有意义的人际交流。

However, guests do desire experiences that are memorable, shareable and surprising. Technology is the key to empowering hotel staff so they can have more meaningful and personal interactions with guests.

例如,嘉年华邮轮会为乘客提供一件名为“海洋奖章”的可穿戴设备。

For example, Carnival Cruises’ give their guests a wearable called an Ocean Medallion to wear during their trip.

该奖章可帮助船上工作人员识别乘客并为他们提供乘客的信息,这样他们无需询问便可了解乘客的偏好。

The medallion identifies guests to the on-board crew and provides them with the passenger’s information so they can understand their preferences without needing to ask.

未来酒店服务业将受到顾客、员工和技术之间复杂交互的驱动。选择在何处以及如何将技术集成并应用至业务之中将成为一项重要的决策考验。

The future of the industry will be driven by a complex set of interactions between guests, technology and staff.The important decision is choosing where and how to integrate technology into the business.

那么应在何处进行自动化?在何处提供人工服务?同时如何将两者完美融合以增强顾客体验?

Where do you automate, where do you keep services human, and how can you blend the two together to deliver an enhanced experience?

在评估这些问题时,酒店首先思考的应是技术能否帮助提升顾客体验?能否帮助员工提供更高水准的服务?

In evaluating these options, hotels should first ask if the technology adds value to the customer’s experience, or if it empowers staff to deliver service levels above and beyond previous norms?

如果不能,那么酒店或许仅仅是在为追逐创新而使用技术,最终结果也只会事与愿违,不仅付出高昂成本,还可能会降低员工工作效率。

If the answer is no, then you are likely installing technology for innovation’s sake, which may end up being expensive and counter-productive.

但如能掌握正确的运用方式,技术则能支持酒店员工基于深入的洞察做出更明智的决策,从而推动业务发展并强化顾客体验。

However, when implemented correctly, technology can empower staff to make insight-driven decisions that benefit the business and enrich guest experiences.

为实现这一目标,业界首先需要专注于升级传统技术,摆脱碎片化的系统,以便不同的技术可以无缝连接。

To realize this, the industry first needs to focus on upgrading its legacy technology to move away from fragmented systems, so that different technologies can connect seamlessly.

将多个系统的数据集中在同一保护伞下是关键所在,在那里,人工智能 (AI) 可以分析收集到的海量数据,为员工提供出色的洞察,帮助他们更有效地工作。

Bringing data from multiple systems under one umbrella is key. From there, Artificial Intelligence (AI) can analyze the myriad of data collected and can provide staff with insights to help them work more productively.

举例来说,系统可利用顾客偏好、个性化的入住与退房时间等数据,自动制定日常运营决策,例如房间分配和营业计划等。

For example, daily decision-making, such as room assignments and turnover schedule scan be automated by a system that draws on data such as guest preferences and personalized check-in and check-out times.

这不仅能降低发生人为错误的可能性,还能最大限度地提高房间入住率。与此同时,员工还能够迅速做出响应,并随时查看、实时洞察,从而加速完成查看房间入住情况、事件处理、库存查看等手头任务。

Possibilities for human error are reduced and occupancy is maximized. Staff are highly responsive and can access real time insight at any time to solve tasks, whether they are checking room occupancy, event operations or stock.

技术还支持顾客开展更多自助服务。借助可穿戴设备和智能手机,与信标技术和酒店应用进行交互,顾客可轻松掌控信息并智能控件,同时不会有任何入侵感或不适之处。

Technology also allows guests to do more self-service. Personal devices like smartphones and wearables interact with beacons and hotel applications to put relevant information and smart controls into their hand without ever feeling invasive or uncomfortable.

酒店服务业还可通过聚合多个数据流创建丰富的顾客信息,训练有素的工作人员可借助这些信息在顾客入住前和入住期间识别有必要与之交流的“关键时刻”,从而为顾客打造令人难忘的美好体验。

In-depth guest profiles are created from aggregating multiple data streams. Staff are highly trained in using these profiles to identify “micro-moments” in which to engage guests, both before and during their stay, delivering a positive, memorable experience.

以上许多例子都表明,技术只有为细心周到、训练有素的员工所用,才能发挥最大效用。

Many of these examples show that technology delivers most benefit when it is used by attentive, well-trained staff.

也正是因此,人才争夺战才成为我们行业面临的最大挑战之一。为了行业的持续进步与发展,我们需要吸引和培养最优秀的人才,尤其是年轻一代。

That is why one of the biggest challenges facing our industry is the crusade for talent. For the industry to grow, we need to attract and grow the best talent, especially younger generations.

IHG 澳大利亚和日本总经理 Leanne Harwood 指出,要做到这一点,我们需要改变行业形象。

Leanne Harwood, the Managing Director of Australasia and Japan at IHG says to do this, we need to change the image of the industry.

她表示:“首先,我们应该改称自己为‘款待业’,而不是‘服务业’。”

“To start, we need to stop using the term ‘service industry’ and refer to ourselves as hospitality,” she says.

“如今千禧一代越来越重视对事物的体验,为了避免因‘恭候差遣’的服务理念与其产生心理隔阂,我们应该向他们展示如何通过热情洋溢的服务赋予生活最美好的体验。”

“To avoid alienating the next generation with the idea of servitude, let’s show Millennials, who focus increasingly on experiences over things, how they can bring life’s best experiences alive through true hospitality.”

对于作为“数字原住民”的千禧一代,技术对他们具有很强的吸引力。

Technology plays a big role in attracting millennial talent, who are digital natives.

进入职场的他们,也希望使用伴随自己成长的数字工具来完成工作。因此,酒店为他们配备他们习以为常的技术非常重要。

When they enter a workplace, they expect to be able to have the same digital tools they have grown up with to do their job. Therefore, it is important to provide hotel technology that looks and feels like the technology they use in their daily lives.

技术加持服务的模式将成为未来主流,人与技术将成为“天作之合”。

Tech-augmented hospitality – where humans and technology collaborate together – will be the service model of the future.

但我们同样也应该意识到,虽然合适的环境辅以合适的技术会带来真正的竞争优势,但是在技术的应用也应该拿捏有度。

The right technology, deployed in the right context, can deliver real competitive advantage. However, knowing when not to automate a solution is just as important.

酒店服务提供商应该避免为了方便自己而使用技术,而是应该优先考虑那些解决方案是否能够为员工和顾客提供无摩擦体验。

Hospitality providers need to avoid the temptation to use technology for its own sake, and instead prioritize solutions that offer frictionless experiences for staff and guests.

选择恰当的时机用技术辅助人工,才能真正实现服务水平的突破。

Search for opportunities that will blend technology and human elements to provide truly game-changing levels of service provision.

最重要的是,务必为员工提供良好的培训,帮助他们有效地使用技术。关注运营是一方面,让员工成为顾客值得信赖的好帮手也不容忽视。

And above all, be sure to provide good training to staff so they can work with the technology effectively, focusing not just on operations, but helping them become trusted partners to guests.

(经济日报 记者:陈颐 朱琳 责编:李静)