Kailey Tate

Wikipedia defines automation as “machines replacing human action.” Webster Dictionary defines automation as “the technique of making an apparatus, a process, or a system operate automatically.” The International Society of Automation defines automation as “the creation and application of technology to monitor and control the production and delivery of products and services.”

Regardless of the correct definition, most advocates of automation believe that it results in increased productivity, more efficient use of materials, enhanced quality of service, reduced use of labor assets and increased profitability.  

Automation has had a significant impact on the hospitality industry, revolutionizing various aspects of operations and guest experiences. Whether it is being driven by artificial intelligence, machine learning or traditional technology and basic efficiencies, the following are some ways in which automation has changed the hospitality industry forever:

•   Streamlined Check-In and Check-Out

Automation has simplified the check-in and check-out processes in hotels. Self-service kiosks allow guests to check in and receive room keys without standing in line at the front desk. Similarly, automated check-out systems enable guests to settle their bills quickly and efficiently .… often without any human interaction.

•   Online Reservations and Booking

Automation has made it easier for guests to make reservations and book accommodations. Online platforms and mobile apps allow travelers to browse available options, compare prices, and make bookings from anywhere at any time. This has reduced the need for manual bookings and increased convenience for both guests and hoteliers.

•   Room Management Systems

Automation has improved room management in hotels. Smart systems control various aspects of the guestroom experience, such as temperature, lighting, and entertainment. Guests can customize their room settings, enhancing their comfort and convenience while reducing the need for manual adjustments by staff.

•   Robotic Assistance

Robots are employed in the hospitality industry to provide assistance and perform tasks such as delivering amenities, room service, or luggage to guest rooms. They can also answer basic guest inquiries, provide directions, or offer recommendations. These robots help free up staff time for more personalized guest interactions.

•   Automated Housekeeping

Automation has transformed housekeeping operations. Robotic vacuums, floor scrubbers, and window cleaners help to maintain cleanliness efficiently. Automated linen and towel management systems track usage and automate inventory management, optimizing the housekeeping process.

•   Guest Service and Communication

Chatbots and virtual assistants are increasingly being used to handle guest inquiries and provide information. These powerful tools can answer common questions, offer recommendations, and assist with requests and bookings, providing 24/7 support. This automation improves guest satisfaction by providing prompt and accurate responses.

•   Data Analytics and Personalization

Automation enables hotels to gather and analyze vast amounts of guest data. This data can be used to personalize guest experiences by offering tailored recommendations, special offers, and targeted marketing campaigns. Automation helps hotels better understand guest preferences and deliver more customized services.

•   Revenue Management

Automation tools assist in optimizing room rates and revenue management. The software analyzes market trends, competitor rates, and demand patterns to suggest optimal pricing strategies. These tools help hotels maximize revenue by dynamically adjusting rates based on various factors in real time.

Overall, automation has enhanced operational efficiency, guest experiences and profitability in the hospitality industry. While it brings convenience and cost savings, A&R defines automation as “striking a balance between automation and the human touch, ensuring that personalized interactions and exceptional service remain at the core of hospitality.”