The Internet of Things (IoT) & Hospitality
I know AI is all the rage and dominating tech-focused conversations right now, but before companies start diving headfirst into AI, they should consider the Internet of Things (IoT).
Why?
Because AI is only as accurate and impressive as the data it is fed to learn from. So you must be collecting, analyzing and acting yourself on that data first.
Simply put, IoT is connecting things (literally any THING – thermostats, dog collars, cars, umbrellas, appliances…) to a place in the digital universe (CRM, custom software, apps…) so data and functionality (like controlling a thermostat from a smartphone) can wirelessly pass between the thing and the digital destination.
It’s a vague term with an endless opportunity of specific uses.
How creative can you get with IoT? Well, the first known instance is a unique example of using it to meet a need.
In the 1980’s at Carnegie Melon University, caffeine-addicted students got sick of walking the long distance to the Coca-Cola vending maching only to find it empty or filled so recently their soda was warm. So, they programmed a way to virtually know the status of the machine prior to making the trek.
Another modern example is how theme parks utilize IoT to track user flow and identify patterns – with that data they can optimize waste management, staffing schedules, communicate ride wait times and more.
IoT initiatives provide data and connectivity that can help any hospitality business identify and implement decisions that make operations more efficient while streamlining high-quality guest experiences.
Related: Adopting Technology to Humanize Experiences
MINING FOR OPPORTUNITY
There’s a million different ways you COULD use IoT. What’s important is to evaluate how you SHOULD use it.
You could install trash can sensors that notify your maintenance or housekeeping teams of their status via an app so they can empty them before a guest complains to management about overflow. But if that isn’t a frequent and identified problem, is it worth the investment? Probably not unless you have a trash-obsessed, tech genius on your team who wants to take it on as a passion project.
One place resorts and vacation rentals can begin utilizing IoT is mirroring smart technology already making waves in the residential space. Items like smart thermostats, connected lighting and electronic devices. There’s even Amazon Alexa for Hospitality. All of these options have the potential to improve guest experience, regulate energy bills and bring new levels of efficiency to operations.
I recently stayed in a rental by Glam Homes in South Florida and experienced WiFi and connected TV issues. Instead of having to wait for an IT person to show up, they were able to reset the WiFi and troubleshoot the issue remotely, without ever having to step foot inside the home. Their ability to do this improved our experience by quickly fixing the issue without us having to wait around to let a stranger in and pause our vacation. It also saved them time and resources by not having to physically send a technician to the property.
And an even better bonus – that impressive service earned them what everyone in the hospitality seeks – a raving 5-star review and repeat customer.
One place to get started is to look at your guest surveys, online reviews and work orders. If you see trends that people struggle to regulate room temperature, your maintenance team spends countless hours fixing internet or TV issues or you’re never properly staffed, there’s opportunities to improve via IoT solutions.
Related: Designing a Guest Experience With TECHNOLOGY!
This is a simple, manual way to start with process mining. If you’re an independent or small property who may not have the budget or staffing to focus on massive digital transformations, you can simply start with trying to identify and fix recurring issues and efficiently complete time-intensive tasks.
If you’re a larger company, management company, or large resort you can take a more in-depth approach to process mining which “identifies what tasks within your workflows benefit the most from automation. Mining agents digest complex data into visual dashboards, identifying issues such as bottlenecks and rework loops, highlighting the best areas to focus improvement efforts”, according to Decisions, a software company that specializes in helping companies mine for process improvements then provides them with a technical solution to process that data and automate workflows.
And if this sounds too advanced for your team or organization, that’s not true. Software, like Decisions, is no-code and extremely agile, meaning it can easily be endlessly customized to integrate data and implement rules-driven automation, no matter how big your IT staff is or what operating system and software programs you are currently using.
The overarching point here is, there’s opportunity for every hospitality company, of any size, to get on the advanced tech train by embracing opportunities to get connected to the Internet of Things.
GETTING CONNECTED
Getting connected isn’t simple, but it can be done. IoT provides a “convergence that has helped tear down the silos between operational technology (OT) and information technology (IT), enabling unstructured machine-generated data to be analyzed for insights to drive improvements.”
And with both operations and IT being so important for resorts to remain competitive today, it’s definitely worth evaluating what you can implement to connect these two departments. Maybe it’s digital check-ins, predict repairs and maintenance by keeping better tabs on your HVAC units and appliances, collect guest reviews and real-time feedback, or even prevent bed bug infestations!
Once you are collecting data to optimize operations and guest experience, you’ll be in a better place to eventually use AI and other technologies to further meet guest standards as our world becomes more and more connected.
If you need some inspiration about IoT and hospitality, just take a look at Marriott’s Internet of Things Room.
AI is coming, but IoT is already here. Hop onboard and wow your guests.
Kelley Ellert is a marketing consultant and strategist who is on a constant search for ways to modernize resort marketing and chat strategy with other travel professionals. Look her up on LinkedIn @kelley-ellert.
