Trends dominating the 2014 landscape for the hospitality industry are not hard to interpret - the millennials are travelling and they demand technology, speed, efficiency, service and experiences.
According to Samsung, the hospitality industry is under constant pressure to adapt to rapidly changing economic, social and technology climates in order to deliver the highest levels of service to a mercurial market.
To Mike van Lier, divisional head of enterprise business team at Samsung, the modern traveller is prepared to become a fiercely loyal customer, but they are quick to catch mistakes and are put off by mediocre quality and service.
The IBM Hotel 2020 Hospitality Paradox study showed that while 68% of travellers see little or no difference between various hotel chains, they will pay a 10% premium to stay in their favourite hotel.
The hospitality industry has to allow for seamless booking, checking in or out, connectivity and variety. On top of increasingly strict grading regulations, they are facing a wall of critics in the form of Twitter, Facebook, TripAdvisor and more, says Samsung.
"The evolution of technology and social media means that customers are well informed about the features and qualities of any given destination. They select a hotel, entertainment and holiday destination based on reviews and social recommendations. In order to keep up with this rapidly changing market, venues need to invest in an infrastructure that can deliver personalised services, seamless communications and standardised operations," notes Van Lier.
There are offerings that have been developed in line with these market trends, such as the Samsung Smart Hospitality range that gives guests greater control over their stay, from checking in and out, as well as the ability to personalise and customise their experience. This technology is more than just a cluster of devices; it is a complete hospitality ecosystem.
"The Samsung Smart Hospitality range is built to deliver on three essential promises - to improve the guest experience, capture the attention of empowered customers and streamline hospitality operations," says Van Lier.
"We have cutting-edge hospitality TVs, LFDs, mobile solutions, printers and devices that work together seamlessly to deliver on these three pillars."
To Van Lier, locations that take advantage of technology can interact with these customers with a better understanding, using the gathered data to increase the number of customer touch points. The information generated can then be used to further personalise and fine-tune customer service and interaction, thereby boosting brand affinity and gaining a better understanding of the target market.
"The hospitality industry requires that its technology investments are built for the long term, capable of handling extensive usage while also delivering on the very latest in convenience and features," says Van Lier.
"Tourism in South Africa has seen remarkable growth and development as the emerging middle class and slowly reviving economy kick-start the travel market. We have been paying attention to these trends and have created offerings in our Samsung Smart Hospitality range that improve the interaction between guest and venue and help both to get the most out of the experience."
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