The interplay between high tech and high touch is elemental to delivering a superior guest experience. By balancing and integrating both approaches, luxury hotels can exceed guest expectations and foster loyalty.
In the luxury hospitality industry, the concepts of high tech and high touch represent two complementary approaches to enhancing the guest experience. Understanding how they work together can help create a seamless and memorable stay for guests.
High tech in luxury hospitality
The integration of advanced technologies to streamline operations, enhance convenience, and provide personalized guest experiences is now essential and commonplace at the world’s most awarded and renowned luxury hotels, resorts, and spas.
Examples:
- Online and mobile booking: Captures booking for rooms, spa, amenities and activities at all hours, decreasing the need for people to answer phones, messages, and email.
- Ancillary revenue management software: Optimizes and increases revenues from non-core sources like spa, activities, cabanas and other amenities, and memberships – beyond just booking.
- Smart rooms: Automated lighting, temperature control, entertainment systems that guests can control via a mobile app or voice commands, and more.
- Mobile check-in/checkout: Allows room and spa guests to bypass the front desk, providing a more efficient and contactless experience.
- Contactless payment solutions: Streamlined payment systems that allow for quick and secure transactions through tech like NFC or QR codes.
- Mobile room keys: keys that can be accessed via a smartphone app, allowing guests to unlock their hotel room doors without needing a physical keycard.
- AI and chatbots: Can assist with reservations, answer guest inquiries, and provide recommendations, ensuring immediate and accurate responses.
- In-room digital wellness platforms: A range of wellness services through digital platforms, including virtual fitness classes, meditation sessions, and wellness workshops offered in-room.
- Robotic service assistants: Robots used for delivering room service, handling luggage, or even providing concierge services to reduce wait times and optimize labor costs.
Plus more potential for use of technology in future, including further use of hologram, wearable, and biometric recognition technology. Hotels and resorts might use facial or fingerprint recognition for secure and seamless access to rooms and facilities, for example.
High tech clearly has many benefits, including increased efficiency and reduced wait times for guests, hyper personalization, and the convenience of offering guests control over their environment and interactions through their devices.
High touch in luxury hospitality
High touch refers to the personal, human elements of hospitality that create a warm and welcoming atmosphere, emphasizing exceptional service, attention to detail, and emotional connection.
Examples:
- Personalized service: Staff members remember guest preferences and anticipate needs, creating a bespoke experience.
- Concierge services: Providing personalized recommendations and arranging special experiences, such as exclusive dining or cultural tours.
- Handwritten notes and welcome gifts: Small gestures that make guests feel valued and appreciated.
- High-quality interactions: Engaging with guests in a meaningful way, whether through face-to-face interactions, phone calls, or personalized emails.
- Tailored event planning: Meticulously customized event planning services, like bespoke decorations, personalized menus, and exclusive entertainment options.
- Dedicated butler service: Providing a dedicated butler or a personal assistant to handle all of a guest’s needs during their stay, from unpacking luggage to making recommendations and arranging private tours.
High touch also has many benefits, like emotional connection, the fostering of trust and loyalty through genuine and memorable interactions, and making guests feel valued and seen. High touch is also what sets luxury hotels apart from competitors through elevated service quality.
Complementing each other
High tech and high touch are not mutually exclusive; they are in fact both absolutely necessary for creating a holistic luxury hospitality experience.
Technology handles routine tasks like bookings, check-in and checkout processes, and logging guest information, which frees up staff to focus on guest interactions and providing optimal service. Data collected through high-tech solutions informs high-touch interactions, enabling staff to offer more relevant and personalized recommendations and services. High-tech solutions ensure consistent service quality and convenience, while high-touch elements add warmth and uniqueness to the guest experience. This combination empowers guests and staff alike.
The interplay between high tech and high touch is elemental to delivering a superior guest experience. By balancing and integrating both approaches, luxury hotels can exceed guest expectations and foster loyalty.
Book4Time spa and ancillary revenue software offers mobile check in and checkout, contactless payment solutions, and more! Get in touch to find out how we can elevate your high touch experiences.
Spa Executive is published by Book4Time, the leader in guest management, revenue and mobile solutions for the most exclusive spas, hotels, and resorts around the globe. Learn more at book4time.com.