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Hotels to become more and more personalised

09/27/2008| 9:47:00 AM| 中文

Friday, September 26, 2008: Future hotel trends point to personalisation as the key focus, with more and more features to be added to cater to individual guest experience, says an expert.

Friday, September 26, 2008: Future hotel trends point to personalisation as the key focus, with more and more features to be added to cater to individual guest experience, says an expert.

In a new report from Jitendra Jain, Starwood Dubai E-Commerce Manager and hotel analyst, he predicts that by the year 2020, hotels would have evolved to the point where “every amenity and service can be chosen, packaged, sold and delivered.”

The new guest experience will have the typical hotel guest saying, “I can choose and book all elements of my stay before I arrive, from my king sized bed, a fabulous view of the sea, non-allergenic pillows, a romantic dinner at the hot new fusion restaurant on my 3rd night, a pampering at the spa on the 4th, a round of golf on the 5th and a super chocolate sundae, served cold upon arrival.”

Additionally, the power of referrals through the growth of online mediums, such as interactive social networks, will become even more powerful. These social mediums will also offer user-generated content which will become richer and more detailed, with mobile devices becoming more powerful and interactions more linked, information about hotels will no longer be ‘unilateral’.

Feedback will also become more instant to measure, with Guest Satisfaction measuring devices to become more sophisticated. This will be aided by advances in nano-technology within the room itself in the creation of an ‘intelligent room’ which can judge mood, climate and guests’ individual bio-rhythms.

Above all, says Mr Jain, all these features will aim to improve on total personalisation of a guest’s stay, and he says that this will be aided by a totally unique individual digital fingerprint for every person in the world.

He predicts “The introduction of the ‘ONE’ virtual fingerprint. This is a global, non-replicable key to user identity, credit, travel preferences, health and history…an RFID + DNA based identification & encryption system. This ‘fingerprint’ contains layers of information that users choose to make available to other entities based on need and transaction.”
TAGS: Starwood | hotel analysis
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