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Digital Technology – In-car digital assistant for luxury and hospitality

By Umang Surana,CEO & Founder,

Wednesday, September 27, 2017, 11:52 Hrs  [IST]

Today we are seeing a rise of digital media and technology resulting in new opportunities. Opportunities to interact and provide superior experiences at places which were not previously possible are opening up. One of those spaces is the car. The car being first and last touch point of a guest can play a great role in spreading information or capturing feedback.

How can travel via car be turned best and fruitful?
A tablet based digital magazine app can get the job done. It will enable guests to experience a virtual tour of the location and help him/her with exciting and interesting content about the hotel. The focus should be purely on the controlled content which meets the expectation of the guest. Also, such an app could provide the ondemand information to the guests about the hotel. This way car travel allows the guest to utilise time to the best.

Why an in-car digital assistant?
When a guest is coming down to hotel what he/she would be interested in? Would they like to know what the features at the hotel are? Or would they like to order food on the way down? Probably know a bit about the new city or places to go nearby? Human beings like certainty. Having all the information at your first touch point itself will be a huge relief. But why in a car? Because that’s the first touch point of the guest in the new place and the guest is captive and doesn’t have much to do after a few calls and emails. Because there is a lot to know about the hotel or city and car time could be used to do that.

Focus on digital over paper
In the recent years, forward drift has been noticed from paper information to digital media; exponential growth of “Amazon Kindle” demonstrates that. Videos and photos are taking over lengthy articles. Time spend on digital is more than 50% of our media consumption. The focus on digital media is enhancing as it is more descriptive and favours the scientific facts as per which - human tendency quickly adjusts to moving media as compared to print document.

Why should luxury hotels have this?
A luxury hotel, at any given point of time, is organising a multitude of activities and running various offers. We, human beings, forget 70% of information within 24 hours. So won’t it be great to let the guest know what the hotel has to offer just before getting in? Also, focus on luxury means caring for things which even pleasantly surprise the guest.

Why can’t I just place a tablet?
If Steve Jobs have taught the world something, it is the importance of design and presenting information. The job is not done by just littering information in bits. Also, management of content, usage analytics and tracking the vehicle are important factors which require an app to get things done.

What should it be used for?
Integrating your food menu, spa timings, activities, displaying feedbacks of others, capturing feedbacks, showing the car location, capture usage analytics. In short most of the hotel related information could be made available to guests. Also, this reduces dependence on print and helps the hotel go green. This would drive positive PR and coverage.

Exponential growth of technology in hands with hotels will enhance the reach of digital technology loving guests and help them go paperless. This will not only utilise time but also benefit the hotel industry as we lay the platform to showcase your potential to attract the world to feel at home.

The views expressed within this column are the opinion of the author, and may not necessarily be endorsed by the publication.

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