Technology in hotels is not just about what the travellers see, but what goes on behind the scenes. As BTiQ's DeepDive into accommodation comes to a close, we spoke to Chris Roe, VP sales, distribution and loyalty UK & Ireland at Accor for insight into what the chain is doing and why it chooses its technology roll-out carefully.
BTiQ: What are some of the ways that you're using technology in hotels?
CR: In 2015 our chairman and CEO Sébastien Bazin announced EUR350 million for Accor to invest in technology. A big focus has been trying to minimise the long line at check-in and reception, so there's a big initiative going around staff and clients to help that process; we call it 'welcome'.
For example, in the new ibis hotels we have no reception desks, so instead there is very visible staff with a mobile to enable check-in for the traveller. You effectively walk into a coffee shop. At the same time, the guest has already checked in online so we can produce their key card ahead of arrival and we have relevant details for members ready. Then on check out the traveller doesn't need to queue; we email the invoice so the customer can walk straight out of the hotel.
In ibis we also took phones out of the rooms and we promote a WhatsApp chat group as that's where our customers are. In Pullman St Pancras we trialled using the app for functions such as to book the room, order room service and book restaurant tables. It's engaging on mobile that allows us to enhance that experience.
BTiQ: Does technological development vary by hotel tier?
CR: ibis is an economy brand so it sits well with that; any costs taken out of the hotels can reduce price. But we have expanded the mobile check-in to Novotel Canary Wharf - there is not much reception space so there's a desk but when we're busy there's more staff with phones to help. So we do take learnings from some brands and put them into others.
BTiQ: What does this mean for your staff moving forward?
CR: We're not getting rid of people. We don't want faceless brands so it's got to be a mix of technology and humans. It cannot be that when there's a problem there's no staff to help, so we're using technology but want our people there too. It enables staff to be more customer-centric.
Some of it the travellers won't see such as problem-solving technology. So if you're walking down a corridor and a bulb goes, you can tell the cleaner and they can then go to their device and app and create a problem ticket. That then goes to the engineer to fix and once it's done it is cleared. It allows us to track trends then too; it's a clearer view on issues. Although customers don't see it we do see satisfaction rise off the back of this.
BTiQ: What are you doing about new technology like bots and VR?
CR: We've trialled a lot such as using the app to open the rooms using the mobile. But robots and virtual reality in our hotels that take people away from the hotel is not what we're about. People want to talk to people and a robot can't do that; it's about being spontaneous and creating those magic moments.
BTiQ: What are your thoughts around distribution?
CR: I think Willie Walsh summed it up at the GTMC conference where he essentially said "I'm investing to innovate but don't see a lot from the TMC community". In a way he's right but it's also a complex world. Some TMC stuff is great and very customer-focused so the traveller gets a good experience but maybe not on the supplier side.
One of my frustrations is the perception from TMCs that a hotel wants everything direct and that's why we pursue loyalty. That's far from the truth. I don't want TMC business to come direct - TMCs provide the safety, technology etc and I don't have the technical solution to put that in place. I want to know who my club members are so I know they're coming; that means we can get a welcome drink ready or room preferences.
BTiQ: Why is there this perception? Are travellers often able to enter their loyalty number in tools?
CR: There's been miscommunication from airlines who want to take the customer direct and are incentivising the customer to do so. We've not done that; I can't do the TMC's job, I just give the hotel customer experience.
Some TMCs do it very well and tools have provisions but it could be a lot better. Some are frightened for that to surface this in case people go direct but it does a mean a seamless customer experience in the hotel.