HomeHotelTechnology applied to the F&B experience as a differentiating strategy

Technology applied to the F&B experience as a differentiating strategy

The strategy of total revenue is strongly imposed in the hotel sector, diversifying and optimizing your sources of income beyond its core business, accommodation, including horeca and retail points of sale (restaurants and other Food and Beverage (F&B) consumption spaces, shops, spas, hairdressers, etc.). Technology becomes here great ally of the hotelier to maximize the customer experience and optimize income. And to facilitate its application Ignasi Oliveresponsible of Cegid Revooffers four tips.

  1. Boost the F&B proposition with technology

    Ignasi Olivé proposes “identifying the moments in the customer experience where it makes sense to enrich it by offering a F&B service, without limiting itself to typical and predictable spaces (restaurant, terrace, bar), but think about other relevant moments for guests. For example, if there is a long line for check-in, you can always place a QR code there so they can order while they wait.”

    And he has given an example of resolution, precisely with QR codesfrom an initial problem of one of his clients, a hotel in Menorca with “a very extensive pool area” that made it difficult for “customers to find service personnel when they decided to consume.” The implementation of “self-orders through scanning these codes” has made it possible to “immediately” improve the experience of customers and employees, which has resulted in “a business impact visible from the first week.”

  2. Choose usable and meaningful technology

    One of the great challenges facing this industry, as recognized by the director of Cegid Revo, is “the high turnover of personnel. For this reason, getting a short adoption and learning curve, when it comes to implementing any technological solution, is key. The system used by the hotel team must be as easy to understand as your own smartphoneso that employees are able to handle the point of sale software with the first interactions of their daily management.”

    For Santiago Solanas, CEO of Cegid in Iberia, Latam and Africa, “the more the adoption of the cloud accelerates in Spain, the more prepared we will be to take advantage of AI.” Source: Adobe Stock.

    The Easy to usehe adds, “it is also a fundamental factor for guestsbecause the most digitized They will want to take actions for themselves.” In this way, “we give them autonomy and agility that they appreciate and, in the process, we free up the teams’ workload. This saved time can be used, for example, in reinforce the experience of more analog users, who have other needs and expectations. In short, we are talking about focusing on valuable tasks with greater impact in generating a personalized and differentiating experience, so that each guest feels unique.”

  3. Distrust technology that limits and does not integrate quickly

    Artificial intelligence (AI) and other technological advances, as Olivé explains, “pose a panorama where innovation seems to have been democratized and is available to everyone. However, a bad decision can prevent the maximum use of these new resources if, for example, the point of sale software is not cloud. As it says Santiago SolanasCEO of Cegid in Iberia, Latam and Africa, “in Spain, the more cloud adoption acceleratese, the more prepared we will be to take advantage of AI.”

    On the other hand, according to Olivé, “the system chosen should integrate with the best solutions on the market (software and hardware), since the result will always be broader in scope and power.” This is what happens “in large projects” with client chains such as Meliá Hotels International or Catalonia Hotels & Resortsin which “the integration with PMS plays a leading role. And it is just as important to do it as to achieve it in the most optimal timeframe.”

    And, as he emphasizes, “In technology, being connected is essential. That is why it is so important to choose the one that helps you blur boundaries and enables feedback from the entire ecosystem: data, history, customer preferences… This is how the hotel can experience the power of holistic management and experience”.

  4. A technological partner that is the spearhead

    The expert recommends hoteliers make sure “to have a technological partner that goes one step ahead and practice a honest consulting with transversal value. An innovative partner knows how to listen, and that is essential.”

    And he gave as an example “the interest and concern that we detected in some of our clients about having a functionality of dynamic pricing for your F&B services, a common practice in hosting services. After an analysis, we created a focus group with these clients and now we are developing a new sales forecasting tool”.

    Through machine learning, as detailed, “and sales history associated with different factors (temperature, rainfall, calendar, nearby events, Google Trends, etc.), this functionality will allow predict capacity and average ticket at restaurant points of sale at all times, thereby improving operational management. With this forecast you can plan more efficiently price changes according to demand and the moment. It will also help manage staff or purchasing shifts to serve the esteemed public.”

    Ignasi Olivé concludes by emphasizing that “in few industries it happens like in the hotel industry, that so much time is spent with clients, much less in an environment of such intimacy. The natural consequence is that the opportunities to impact them multiplythese being much more permeable to value and internalize complete and positive experiences. If we combine it with the growing demands of consumers in relation to what, how, where and when they want to consume services, we observe a clear transformation of expectations, where the verb sleep already pivots towards others such as relaxing, taking care of yourself, enjoying and, of course, eating and drinking; all of them much closer to the idea of feel at home. And although it may seem paradoxical when talking about technology, that is the warmth that is hidden behind it.”

Source: Hosteltur

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