Hospitality is what hospitality is all about. Contact with people is essential in this. This is why many hospitality businesses are wary of increasing digitalisation. But are these worries really necessary? After all, there are also huge opportunities. In this article, we show which digital trends are relevant for the hospitality industry in 2024. And how digitalisation works to your advantage.
Like personalising your marketing even more by building your own database. And therefore offering more relevant content to your guests. Or how about better service with home delivery via drones or using robots in your bar? Digitalisation gives your staff more time for personal attention. Result: more bookings and better service for your guests!
Digitalisation contributes to effective marketing
We first look at digital trends in marketing. In marketing, digitisation has played a big role for a long time. But things are about to change. It has already been postponed a few times, but a major event in 2024 is Chrome's blocking of third-party cookies. This will affect your marketing. But what exactly does this mean for you as a hospitality entrepreneur?
What are the alternatives in a cookie-free world?
Without third-party cookies, it is no longer possible to simply collect data from your guests for commercial purposes. For example: When someone visits your website, you can no longer track them and show an ad on another website.
But not to worry: it also offers alternative ways to advertise. Such as contextual advertising and e-mail marketing. In fact, these ways are proving much more effective. Why? Because you offer much more targeted content and are therefore more relevant. We will gladly explain to you exactly how this works.
Contextual advertising
By contextual advertising, we mean that you place ads on content that is highly relevant to your target audience. So you place an ad for a hotel on a website or page that attracts visitors looking for a hotel. Think, for example, of a blog with the best hotel tips. Another example: you place an ad for a restaurant on a website that has something to do with food. Sounds logical, right?
From third party to first party cookies
So can you still use cookies or store data from your website visitors? Yes it is! Websites where you advertise use so-called first-party cookies. Here, you only store data from visitors who actually visit the website. This helps you find out what your target group thinks is important. You can also use these cookies on your own website. Handy to use this data to find out what content your target audience finds interesting.
Personalisation is easier with data in-house
So with the abolition of third-party cookies, it is becoming increasingly important to own data. And that's only better. Because the more data you have, the better you respond to the needs of your guests. Besides the data from your website visitors, there are of course your existing guests. Gather as much information as possible about your guests: from dietary requirements to their favourite table. Keep track of this in a handy tool such as Formitable.
Personalised e-mail marketing
With all this information, you build your own database and get to know your guests better and better. This makes it easier to establish a 1-to-1 relationship with your customer. Think for example of personalised e-mail marketing instead of ads via Facebook or Instagram.
Personal attention
With an e-mail, you respond much better to the personal wishes of your guests than with a generic mail. As you collect more and more data, it is possible to personalise the content of the mail. For example, alert them to a discounted wine package just before their visit. Or the free extension of their check-out. With personal attention, you are guaranteed to have a happy guest!
Bookings via own website even more attractive
As you are allowed to use less and less third-party data, it is more attractive to make bookings through your own website. This means you are less dependent on OTAs.
Access to more data
After all, on your own website you have much more data than you get from external websites, such as OTAs. With direct bookings, you also keep much more margin. Just make sure you take your guests' wishes into account. After all, they have become used to easy hotel booking. So it is important that you offer at least the same service as OTAs or preferably something extra.
How do you get more direct bookings?
OTAs are popular mainly because you book there quickly, filter easily according to your needs and book an attractive package. So let this also be the starting point of booking on your website. When guests book directly with you, it is possible to establish a personal relationship. Keep your guests involved and win their trust. For instance, by offering discounts or an extra service. Resulting in more direct bookings!
Better understanding of your guests' needs
More bookings through your own website also contributes to building your own database. You have all the data under your own control, which in turn provides more insight into your guests' wishes.
Predict your guests' behaviour with predictive analytics
With the data obtained, it is possible, for example, to predict the behaviour of your guests in the future. This is also called predictive analysis. Based on past and present data, you discover certain patterns and wishes of your guests. So that you offer exactly what your guests need!
Effective marketing
Based on predictive analytics, you offer your guests a personalised experience and an offer that matches their behaviour. For example, you see that during Christmas, people are willing to pay more for a hotel room or dinner. Then it is smart to raise your price during that period. That, in turn, gives you more margin. Better insight also makes your content marketing more effective. You now know which content suits which target group.
Digitisation means more time for personal service
So digitisation does not mean alienating your guests. On the contrary, you get to know them better. We see it being very effective for your marketing. But what does it really mean for your guests' experience? Because at the end of the day, you want them to look back on their visit with a good feeling.
Faster and better service
If you use technology in the right way, it contributes to an optimal guest experience. Think, for example, of the robot shaker that makes fancy cocktails or a drone that delivers food home in no time. In short, faster and better service for your guests!
Convenience and speed important to consumers
Home delivery remains popular among consumers. And the faster the better. Because your guests are all about convenience and speed.
Take-out and home delivery remain popular
Take-out and home delivery: we can no longer live without it. Especially since the start of the corona pandemic, this phenomenon has grown considerably. Deloitte research shows that even 46% of consumers say they will continue to use take-out and delivery in the next 6 months. If you don't deliver yet, this is definitely worth considering!
Drone home delivery
Keep in mind that most prefer not to wait too long for their order. As many as 75% of consumers consider up to half an hour's wait a reasonable time. Only 5% are willing to wait an hour for food. Abroad, you can already see experiments with drone-delivery. Super convenient: the food is delivered quickly and you don't need any staff. In the Netherlands, concepts like Gorilla's are very popular. Home delivered within 10 minutes, who doesn't want that?
Robots give extra experience to visit
What also contributes to speed and efficiency is working with robots. Like the robot shaker that makes the tastiest cocktails by itself. Saves your staff and it looks extra fancy!
Robots take over repetitive tasks
Robots are very efficient. They can take over dangerous, repetitive and boring tasks from your employees. This leaves your employees time to provide personalised service. Automaker Tesla will come out with the first prototype of a human-like robot, called a humanoid, in 2022. A great example of how to make technology human.
Making cocktails with robot
Robotisation also offers opportunities for the hospitality industry. Consider, for example, the robot shaker who makes the tastiest cocktails himself. Sounds super hip right? He is already operating in Amsterdam at the Robo Bar. A big advantage of this shaker is that he is never sick. Besides, if all goes well, he makes no mess and every cocktail tastes just as good. Not only handy such a robot, it also looks futuristic. Guaranteed to attract more guests to your establishment!
Technology as answer to chronic labour shortage
With the robot shaker, of course, you totally steal the show. And your staff, meanwhile, have more time for a personal chat: something much needed. Especially with the chronic staff shortage in the hospitality industry, many employees are running from place to place. Digitalisation is the answer, as long as technology supports your service. Think, for example, of passing on your order via a QR code. Just as easy to place your order yourself, but your guests don't have to wait as long. And your staff have time for a warm welcome.
The best service for your guests!
The better your service, the more likely guests will come back to you. Digitalisation gives you the space to provide the best service. Are you eager to set up your own database? And do you see opportunities for digitalisation in your catering business, such as using QR codes to spare your staff?
We also understand if, on the contrary, you have all sorts of question marks. We from The Fully Bookers will gladly think with you about which digital trends are relevant to your hospitality business. And how to take the first step tomorrow.
