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How hotels can keep up with the Kardashians

Christian Lukey

Head of Hotel Distribution, Amadeus Asia Pacific

If you have not heard about the Kardashians, you might not be keeping up on social media. These days, everyone seems to be emulating the Kardashian pop culture phenomenon of sharing everything accompanied with multiple selfies. This is the same group of people who feel at home with Couchsurfing, Airbnb, BlaBlaCar, and Uber. They are revolutionising industries, embracing disruption, and forcing industry veterans to reinvent themselves.

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One such industry that is looking to stay ‘current’ is the hotel industry. In fact, the hotel industry has seen its fair share of disruptors and many have taken steps to stay relevant by providing travellers with experiences that are personalised and memorable to address their unique tastes.

Starwood Hotels & Resorts has rolled out an app that enables guests to use their mobile phone to unlock their room. The Kimpton Hotels has rebranded its hotel lobbies as “living rooms” with cosy sofas, fireplaces and hosted wine hours for guests to interact.InterContinental Hotels Group (IHG) is working with Amadeus to develop a next-generation Guest Reservation System, enabling IHG to personalise the guest experience through innovative technology.

Just like we may have a favourite photo filter and app for our selfies, the hotel industry has evolved to cater to every traveller. After all, not everyone wants to stay in a stranger’s house, and the travel industry has certainly grown to give hoteliers and Airbnb-ers alike a piece of the pie.

Hotels have shown that they can innovate just as fast by leveraging technologies that enable them to have that single view of a guest’s lifecycle in order to enhance and personalise the guest’s buying experience even before their stay.

Sounds complicated? A great way to manage these complexities is to look at hotel management solutions that can combine central reservation, property management and global distribution systems into one fully integrated platform. These management solutions allow hotels that single view to tailor offers to their guests, based on preferences, profile and behaviour, using an advanced rule-based engine to filter hotel content and return the most relevant offers. Such levels ofpersonalisation (knowing who the end-user is and what he/she likes) and contextualisation (knowing what they are doing) can transform online conversion rates and dramatically improve the overall guest shopping experience.

With the right technology powering your brand, it frees your staff to focus on what’s truly important: the guests who’ve stayed with our 26,000 hotel partners in Asia Pacific. From our position sitting across the entire travel ecosystem in the region, we deliver technology that creates an increasingly personalised, connected and sustainable travel experience. Now, are you ready to roll out the selfie carpet at your hotel?



Tags

Traveler Experience, Asia Pacific