The 21st century guest is quite different from prior generations. Even Baby Boomers can be incredibly tech-savvy. Guests today not only expect quality, but they also expect high-caliber service to go with it. Studies show how service innovation has evolved over the years from a generic approach to a differentiation approach, and finally, shifting into what we know today as an integrated approach. Integration emphasizes the necessity of both technological and human aspects. It helps drive much of today’s guest service approach for hospitality operators and their technology partners.
Implementing such an integrated approach requires a deep understanding of emerging trends, effective marketing initiatives, guest engagement, staff management, service delivery methods, distribution channels, systems connectivity and feedback. This article provides research insights into creative innovation, focusing on the applications of guest service via technology. It introduces some of the latest advances, opportunities and challenges related to hospitality technology and guest service innovations.
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