How to empower next generation of hoteliers with technology

Never before have hoteliers relied on this scale of technology to power their basic decision-making and improve the guest experience. There is no denying that hotel technology has become an indispensable part of the whole hotel operations and experience.

Travel Daily Media brings an exclusive interaction with Michelle Yong, Sr. Business Development Manager, STAAH Ltd. on hospitality trends in 2023 and the role of technology in reshaping the industry as it bounces back with gusto.

A hospitality professional with over two decades of experience under her belt, there are very few industry tricks that Michelle Yong is unaware of. Having worked with Booking.com, Traveloka, Berjaya Hotels & Resorts, EPCOS Sdn Bhd and Long-Trans Network Media, Michelle’s biggest strength is her firm grip on communications and multi-cultural interactions within organisations. This places her in an advantageous position to better understand guests and inform guest acquisition strategies more successfully. To STAAH, she brings this trait (much to the delight of our customers in Asia) who have benefitted from her advice that is based on sound knowledge of the STAAH platform and the industry.

Travel Daily (TD): Talk about some trends that are expected to shape hospitality in 2023 and beyond.

Michelle Yong (MY): Travellers are seeking value and unique experiences. They are ok to travel off-season to bucket list destinations. Lower star properties are no longer off the list; instead, they are sought after for the value they bring to a holiday

Digital experiences, from check-in to check-out, online concierge, etc mean a vanishing front desk. Never before has it been important to ensure your technology lives up to guest expectations.

Flexible spaces or blended properties that offer a mix of accommodation types are rising to cater to a wider audience.

Short format videos such as TikTok are booming and the medium of choice for properties seeking to attract Gen Z. Gen Y and Gen X are not too far behind in their uptake of short videos.

It’s all about experiences. Be proudly local and create something memorable for guests. Amenities are no longer the sought-after attraction – it’s the experience that matters.

What are some of the challenges you see in 2023 and how can they be overcome?

• Personalisation to meet the modern traveller’s demands requires comprehensive data collection and analysis. Syncing all hotel technologies is critical to enable it. This is where the STAAH platform comes in, connecting all critical points on a guest’s journey to and after booking to maximise returns over a lifetime.
• Continually changing consumer demand and markets. Dealing with these requires a smarter approach to marketing. Expanding your data points beyond connected systems to third parties such as airlines is important to understand holistic travel demand and trends. STAAH supports its customers by responding to this market volatility with technology that is smarter, automating pricing and ensuring seamless integration.
• Marketing too wide as you try to reach more guests may proliferate your message. Leverage your STAAH platform insights to inform your most lucrative segments and channels to reach them.
• Rising operational costs are imminent and only set to go up as inflation takes. Introducing automation where possible is one way to deal with the increased costs.

TD: Anything in STAAH’s top online booking channels in 2022 that surprised you?

Not really, but it is encouraging to see a few trends:

• The continued prominence of regional OTAs in driving visibility and revenue. Better targeting enables increased profitability.
• Direct bookings are on the rise … a very promising trend for hoteliers who continue to look for ways to reduce acquisition costs. [Download eBook on The Expert Guide to Drive More Direct Bookings] STAAH’s dynamic pricing and inventory model has done well in enabling this.
• Travel agents/GDS may be a smaller segment, but not forgotten and definitely still yields better results.

TD: Your top tips for hoteliers who want to stay ahead of the curve…

• Embrace technology. From contactless check-ins to smarter rooms and harnessing of data to inform guest acquisition, technology is your new best friend.
• Invest in loyalty programmes as they harness the power of guests who have experienced your brand.
• Create guest-first digital experiences. Whether it is your website, booking engine or content, keep your guests’ interests and ease before everything else.
• Add value instead of competing with the price. Create packages and promotions that offer experiences guests can’t look past, without affecting the bottom line.