Technology - Embrace The Disruptor Or Get Disrupted

Though hospitality is no stranger to technology, why is it that hotels continue to lag behind other service-oriented industries when it comes to the adoption of, and reliance on, technology, wonders Juie Mobar, director, special projects of Hotelivate

Technology has since long aided disruption or been a disruptor, displacing industries, changing paradigms, and introducing new ways to do business. The hospitality industry is no stranger to it – between different reservation channels, property management systems, WiFi in hotels, social media, new payment methods,energy conservation, keyless access to rooms, diverse in-room entertainment options and home-sharing sites, technology has deeply infiltrated this sector. It has helped reduce costs, enhanced customer experience, made information more accessible, and improved database management. It is curious then why hotels continue to notoriously lag other service-oriented industries when it comes to the adoption of and reliance on technology? Perhaps, it is the fear of change. Disruption in any industry can cause some damage, but it is the smugness and lack of prompt action that cause its short term adverse effects to prolong and ultimately lead to the decline and fall of businesses. The advent of OTAs in the mid-90s, for instance, was a huge disruptor, changing the way rooms were being distributed in the industry.

Previously, a traveller could either call the hotel directly or use a travel agent to book a room. OTAs gave customers another channel that allowed them to be independent, while offering more choice and saving time. Evidently, high street travel agents and hotels that adapted quickly, accepting internet as the new normal, survived, while others perished. Yet another example is social media, which has completely changed the way people communicate. Hotel companies that have embraced this disruptor and developed a brand presence on social media channels are clearly benefiting and getting in front of their target audiences.