International Relations. Åconomics. Country Studies.

Tourism (IRECST)

DOI: 10.26565/2310B9513B2019B9B24
УДК 338:46:640.4]:004

MODERN HOTEL TECNOLOGY TRENDS FOR HOSPITALITY

INDUSTRY
Anna Perepelytsia
Senior Lecturer
V.N. Karazin Kharkiv National University
Svobody sq., 6, Kharkiv, Ukraine, 61022
ЕBmail:anna.perepelytsia@karazin.ua
ORCID: https://orcid.org/0000B0002B2306B7975
Yuliia Yurchenko
Student
V.N. Karazin Kharkiv National University
Svobody sq., 6, Kharkiv, Ukraine, 61022
EBmail:julia22410@gmail.com
ORCID: https://orcid.org/0000B0001B9435B9716

The leisure and hospitality industry is one of the driving forces of the global economy. The widespread adoption of
new technologies in this industry over recent years has fundamentally reshaped the way in which services are provided
and received. In this paper, some of the state-of-the-art technologies are explored that are currently employed in the
hospitality industry and how they are improving guest experiences and changing the hospitality service platform. We
also envision some potential future hospitality services we can expect as the Internet of things (IoT) technology keeps
growing. The subject of the research is the activity of hotel enterprises. The purpose of the research is the penetration of
IT in the management of the hotel business. As a result the current state of IT use in hotel complexes has been
investigated and practical experience in using IT in the hospitality industry has been considered.
According to the World Tourism Organization (WTO), today there are more than 16 million hotels in the world, with
20% of them belong to hotel chains. The largest number of hotel enterprises is concentrated in the countries of Europe
and North America, which accounts for 72% of the total hotel base.
An interesting note that over the last 10 years other types of businesses have begin to recognize the unique
combination of skills which hospitality students possess - the combination of sound business and management along
with a service orientation. Therefore, other industries have begun to recruit hospitality graduates including health care
and retail.
This is particularly exciting time to be associated with the industry given the ample career opportunities, the
economy, new developments, emerging markets, internationalization of companies ad concepts, etc.
The prevailing philosophy in hospitality education is that the best way to the top is through a strategic combination of
education and experience.
The outlook for the industry is very positive but there are several trends/factors that are affecting how the industry
operates and the products and services that are offered to the customers.
Key words: Hospitality industry, information technologies, hotel management, information systems, innovations,
hotel technologies

Problem formulation. The intense competition in Analysis of recent studies and published works.
today's business environment means that tourism and The study of IT in hospitable sphere is becoming
hospitality businesses have to work hard to maintain increasingly prominent with the expansion of service
and develop their competitiveness. The success of a sector worldwide. At present, there is no standard list
business, to certain extent, depends on its ability to of research journals in the field. The list of 57 journals
acquire and utilize updated information to assist its in the article of Arendt, Ravichandran, and Brown,
management and marketing processes. Hospitality and tourism journal matrix Journal of
Tourism and hospitality are social phenomena, Hospitality & Tourism Education, appears to be the
and the industries associated with them are largely most up‐to‐date and comprehensive.
application oriented. Therefore, the hotel business The basic ideas. Once long ago, hotels, motels and
should be equipped with numbers of information other hospitality businesses occupied a fairly simple
technologies which have recently drawn the attention space in people’s lives — they were a place for guests
of tourism and hospitality researchers worldwide, who to lay their heads away from home. But anyone who’s
have disseminated their findings in research journals. spent time in the hospitality industry in the last
Unfortunately, this field of research has recently several years knows that the role of technology in
faced the difficulty of following the modern direction hospitality businesses has drastically expanded.
into an area connected with recent IT trends. What is In many cases, they’re becoming hubs of activity
more, such a situation causes troubles with financial unto themselves. Most of this activity relies directly or
ground and the leaders of hotel companies might lose indirectly on technology, making IT more important
their money without proper knowledge. to hotel operations and the guest experience than
It is advantageous for hospitality managers to be ever before.
aware of the recent changes in IT and their Domestic and international tourism has seen
relationship with customer service. several years of steady growth. The revenue
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© Perepelytsia A., Yurchenko Yu., 2019
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generated from accommodation, food and beverage, Hotels can attract a new breed of customers by
and other services provided to this large flux of integrating technology in all aspects. However,
travelers, has propelled the leisure and hospitality technology is in an invariable state of flux and is
industry to become a key driver of the global constantly unlocking new opportunities aimed at
economy. For sustained growth of this industry, improving customer satisfaction and boosting internal
experts in the field argue for major improvements in efficiency.
the type and quality of hospitality services to adapt to As such, although the technology is there, the
the changing consumption and travel behaviors of the hotels themselves have their task cut out when it
evolving customer base. The hospitality industry is comes to leveraging technology to beat the
adopting technology at breakneck speed. competition.
The hotel business is facing cutthroat competition. So how does technology make a difference when it
Thus, Information technology in the Hotel industry is comes to beating the competition? Simply put,
more important than ever today. technology makes life easier for many guests, and
Each of the Hotel brands has to come up with a here is how.
unique pitch and specialized services which can cater As the Internet system grows and spreads into
and appeal to customers in a range of ways. different parts of everyday life, we can expect a future
In the eyes of most consumers, most services where every physical device that we use analyzes our
offered by hotels are relatively the same so hotels data and automatically provides us services. The
must strive to find a competitive edge as a way of hospitality industry is inclined to follow this growing
standing out from the crowd. As a means of attracting trend to offer new types of services to its quests as
repeat business, a key weapon in most hotels’ arsenal well as to enact cost saving measures. Figure 1 shows
is technology. examples of Internet of things devices the different
service categories they can be employed for.

Fig.1. A variety of future services in the hotel industry

Source: Created by the author according to the data [7, p.1'15]

1. Body Area Sensors new services to their guests such as, automatic
Sales of devices such as smartphones, adjustment of inBroom temperature based on body
smartwatches , etc., are soaring and smart technology temperature, adjustment inBroom lighting based on a
is beginning to be included in other wearable forms guest’s sleepBcycle, etc. [6, pp.135B136].
like smart clothing, smart shoes, etc. These devices 2. Energy Management
gather user data like body temperature, heart rate, HSP can admit several costBsaving measures in the
location, fitness activities, etc. Wireless medical management of onBproperty energy consumption by
sensor technology further expands the scope of data leveraging technology. These measures are particular
collection by providing detailed data about organs beneficial in achieving “green” operation of onB
and systems within the body. With proper analysis of property systems. Some hotel properties include
data gathered through body area sensor networks, smart lighting and temperature control systems as
Hospitality Service Providers (HSP) can offer a host of well as use of low power devices like LED lights
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International Relations. Åconomics. Country Studies. Tourism (IRECST)

[8, pp.1B13] [12]. IoT technologies can significantly And whether they’re travelling for business or
expand the scope of energyBsaving systems. pleasure, you can bet you’re going to hear about it if
3. Building Automation and Monitoring they can’t connect as quickly and reliably as they’re
Both guests and service providers benefit from used to at home.
building automation and monitoring. New hospitality But a hotel is not a home. You have to multiply
services such as keyless entry services, digital those data needs by dozens, if not hundreds, of
concierge, etc. which will be brought about by guests—possibly thousands if you land a big
developments in IoT B enabled systems will greatly conference. It’s a huge strain and one that many of the
improve guest satisfaction. These services are not only best hospitality brands are working on. Whatever
appealing for technophile users ,but, they can be your solution, rest assured, the demand for bandwidth
specially helpful for guests with disabilities. Building at hotels is only going to grow [10].
automation and monitoring also leads to better 8. Location Based Services
operational and managerial efficiency for HSP [5]. Much of this technology is in its infancy, but the
4. Augmented Reality and Beacon Technology implications are huge. Being able to understand
HSP are coming up with new ways to incorporate where hotel staff and guests are located at any given
augmented reality and beacon technology into their time creates all kinds of opportunities to improve the
onBproperty systems [6, pp.135B136; 2]. This guest experience—from being able to deliver services
technology can be used to provide guests with to guests while freeing them from their rooms to
services such as digitally guided tours, previews of inB helping event staff operate more efficiently to turning
room environment (e.g., décor, facilities and over rooms more quickly and beyond.
amenities, etc.), immediate translation services for Some employee locationBbased features are
signs and other written materials, interactive already available using SIPBDECT, but this is just the
restaurant menus with dish previews. These services beginning. This is a category to keep an eye on [10].
can be bundled as part inBhouse loyalty applications 9. SIPBDECT
[1, pp.133B135]. Already popular in the hospitality space and other
5. Smart room keys industries in Europe, SIPBDECT is a mobilityBenabling
It’s fascinating that a function as simple as a door alternative to VoWLAN and radioBbased networks
key could undergo so much evolution. But the tool that are starting to get attention in North America.
that once started as a carefully shaped piece of metal Many SIPBDECT setups bring the kind of features
quickly turned into electronic key cards, and is set to usually found on a fixed network to mobile workers all
shed its physical form altogether [3]. over your hotel or campus without tethering them
The next evolution of the hotel key transforms it down to specific locations. Since hotel service staff,
into data on a guest’s mobile device. Hotels will like housekeeping, valet, concierge, and event staff
increasingly install smart room access systems that are often on the go, SIPBDECTa natural fit for hoteliers
allow guests to unlock their doors by simply swiping [10].
their phones across a keyless pad on the door. With relatively low cost compared to the
Another innovative way to offer a keyless experience alternatives, ease of deployment and quality,
is through fingerprintBactivated room entry systems predictable voice quality, SIPBDECT is poised to take
and retina scanning devices. Retina scanning is even off in a big way.
more accurate and secure than fingerprint scans [9]. 10. CheckBin via guests’ smartphones
6. Guest Apps It’ll make life easier for everybody. Guests can
The vision of the connected guest entails nearly check into their room on their phones, grab the keys
every aspect of the guest experience. Something as from the checkBin counter, and head straight to their
complex as that needs a single hub from which to room without having to stand there with their bags,
operateBand guest apps for personal mobile devices staring off into space while the receptionist taps away
are the natural place to host all of these functions. A at a keyboard.
smartly designed guest app combines everything from Mobile checkBin is also a good way to get
deal notifications to hotel services to loyalty customers using your app, which allows you to
programs. If you see a guest used the group rate for a promote your hotel and make it easier for your
conference, you could use the app to electronically customers to connect with you when they want [3].
send your guest the event itinerary, complete with a The technology certainly exists, and people seem
map of meeting spaces where sessions will be held. to really want it: data firm Zebra Technologies
Most major hotels have some element of this published a study that found that 68% of guests want
picture in play already, and they’re adding to speed up the checkBin process using their
capabilities every day. Some of the major flags are smartphones.
closer, but much of the technology and integration is 11. Trecking of loyal guests
still in development [10]. The Zebra Technologies study also found that 74%
7. Battle For Bandwidth of hotel guests would like some sort of customized
A smart phone.A laptop.A tablet.An eBreader. It offer or a loyalty program.
seems like hospitality guests bring every Internet Through information technology, it is possible to
bandwidthBsucking device they own when they travel. keep track of hotel’s guest preferences and log special
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requests, room service orders, and other data so that “Connie” in 2016. The robot uses the power of IBM’s
when they checkBin again down the line, they can be supercomputer Watson, and it is able to help guests
surprised with a thoughtful gesture, such as a fresh with tourist attractions, dining recommendations, and
cup of their favorite brand of coffee [3]. hotel features (Fig.2).
“As competition for travelers’ mindshare «Currently stationed near reception at the Hilton
intensifies, hospitality managers have sharpened their McLean in Virginia, Connie is learning to interact
focus on differentiating the guest stay via unique and with guests and respond to their questions in a
personalized experiences in a bid to strengthen friendly and informative manner». Hilton, the general
loyalty and encourage repeat visits,” the report states. manager of the hotel, says that the more guests
“For guests, feeling catered to nowadays means not interact with Connie, the more it learns, adapts, and
only hassleBfree booking, but also service and offers improves its recommendations.
that reflect individualized messaging and marketing This kind of technology can remain too costly for
based on their personal profile, activities and some years/. But as hotel chains start to use it more
preferences.” frequently, the cost will come down, and these AI
12. Artificial Intelligence options will be available to independent and boutique
Take Hilton Worldwide, for example, which hotels in the coming years [11].
unveiled an AIBbased concierge that they dubbed

Fig. 2.Connie, via Hilton Worldwide

13. NFC Technology 14. Robots and infrared sensors
Near field communication (NFC) technology is the Some hotels are already offering more futuristic
nextBgeneration shortBrange high frequency wireless experiences, with robots delivering any items ordered
communication technology that gives users the ability through room service to a guest’s door. A boutique
to exchange data between devices. Communication hotel that is nestled between Apple’s headquarters
between NFC devices can transfer data at up to 424 and other tech companies, called Aloft Cupertino, has
kbits/second and the communication is enabled when a robot butler called Botlr that is able to move
two devices touch each other, which makes mobile between the various floors of the hotel in order to take
payments (by touching the smart phone to a credit items such as toothbrushes, chargers and snacks to
card) an instant, secure process [9]. guests. These types of digital systems not only make it
Besides payments and an easier way to gain entry easy for hotel staff to deliver items to guests, but it
to hotel rooms, NFC technology can also be used to also offers a forwardBfacing digital experience to
personalize a guest’s experience at a hotel or resort. people who stay at the hotel.
For example, advertising can be targeted based on Infrared scanners are now also used to minimize
gender and age (so if a child walks by a digital sign in disruptions relating to housekeeping (which is a
the lobby, the advertisement can change to promote a common complaint from customers). Instead of
local theme park or the hotel’s kids club) and this hanging a ‘Do Not Disturb’ sign on doors or having
technology could also be used to track loyalty points cleaning staff wake up traveling guests with knocks
from a guest’s use of the conference facilities or room and phone calls, hotel staff can take a more innovative
service. This opens many doors for hotels who want to approach by using infrared scanners that will detect
offer a more personalized experience at their body heat within a room and tell cleaning staff that
establishment.
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International Relations. Åconomics. Country Studies. Tourism (IRECST)

they should rather come back later if the room is understand a guests’ preference is considered to be
currently occupied [9]. the best use of data. Guests are interested in knowing
15. Predictive Analytic about the choices relevant to them rather than
The use of predictive analytics is one of the most looking at a plethora of choices [4].
important ways to increase hotel revenue. Technology will be helpful to suggest which guest
Wouldn’t it be great if tailorBmade updates could is suitable for any specific promotion, offers, and
be sent via emails, SMSs to customers based on their discounts. Usage of this information gives a holistic
preferences? For e.g.: A spa coupon can be targeted view into the customer’s requirements
particularly for guests who have used this service in Conclusion. Tourism and hospitality are social
your hotel earlier. It empowers hoteliers to make phenomena, and the industries associated with them
informed decisions by understanding what kind of are largely application oriented. Researchers in this
problems they may face tomorrow. field have conducted, and will continue to conduct,
Investing in the right kind of technology in research that generates innovative knowledge that
hospitality industry will help you to be prepared and will benefit these industries and ultimately society. As
improve a hotel’s management in all aspects. For e.g. investment in and the adoption of IT are now
any hotel that includes multiple POS outlets needs to indispensable components of the tourism and
focus on providing a personalized service to their hospitality business, IT serves as a tool for both
guests. This will ensure hoteliers have a higher chance enabling and inducing change.
of getting repeat customers. Any data that helps to

СУЧАСНІ ТЕНДЕНЦІЇ ГОТЕЛЬНИХ ТЕХНОЛОГІЙ ДЛЯ СФЕРИ ГОСТИННОСТІ

Перепелиця Анна Сергіївна, старший викладач, Харківський національний університет імені В. Н. Каразіна, м. Свободи, 6,
м. Харків, Україна, 61022, е-mail: anna.perepelytsia@karazin.ua, ORCID:https://orcid.org/0000-0002-2306-7975
Юрченко Юлія Анатоліївна, студент, Харківський національний університет імені В. Н. Каразіна, м. Свободи, 6, м. Харків,
Україна, 61022, e-mail:julia22410@gmail.com, ORCID : https://orcid.org/0000-0001-9435-9716

Індустрія дозвілля та гостинності є однією з рушійних сил світової економіки. Широке застосування нових технологій у цій
галузі впродовж останніх років кардинально змінило спосіб надання та отримання послуг. У даній роботі розглядаються сучасні
технології, які в даний час використовуються в індустрії гостинності та як вони вдосконалюють враження від гостя та змінюють
платформу обслуговування у готелях. Також передбачені деякі можливі майбутні служби гостинності, які ми можемо очікувати,
оскільки технологія Інтернет речей ( ІР ) продовжує зростати. Предметом дослідження є діяльність готельних підприємств.
Метою дослідження є проникнення ІТ в управління готельним бізнесом. В результаті досліджено поточний стан використання ІТ
в готельних комплексах і розглянуто практичний досвід використання ІТ в індустрії гостинності.
За даними Всесвітньої туристичноїорганізації (ВТО), сьогодні в світі діють більше 16 млн готелів, причому 20% з них
відносяться до готельних мереж. Найбільше число готельних підприємств зосереджено в країнах Європи та Північної Америки,
на частку яких припадає 72% всієї готельної бази. Цікаво зазначити, що протягом останніх 10 років інші види бізнесу починають
визнавати унікальну комбінацію навичок, якими володіють учні гостинності, - поєднання здорового бізнесу та управління, а
також сервісної орієнтації. Це особливо хвилюючий час для асоціації з галуззю з огляду на широкі можливості кар'єрного росту,
економіку, нові розробки, ринки, що розвиваються, інтернаціоналізація концепцій компаній та ін.
Переважна філософія в освіті гостинності полягає в тому, що найкращий шлях до вершини – це стратегічне поєднання
освіти та досвіду. Перспективи розвитку галузі є дуже позитивними, але існує кілька тенденцій / факторів, які впливають на
роботу галузі та продукти та послуги, які пропонуються клієнтам.
Ключові слова: Індустрія гостинності, інформаційні технології, готельний менеджмент, інформаційні системи, інновації,
готельні технології, світова економіка, готельні підприємства.

СОВРЕМЕННЫЕ ТЕНДЕЦИИ ГОСТИНИЧНЫХ ТЕХНОЛОГИЙ ДЛЯ ИНДУСТРИИ ГОСТЕПРИИМСТВА

Перепелица Анна Сергеевна, старший преподаватель, Харьковский национальный университет имени В. Н. Каразина,
пл. Свободы, 6, г. Харьков, Украина, 61022, е-mail: anna.perepelytsia@karazin.ua, ORCID: https://orcid.org/0000-0002-2306-7975
Юрченко Юлия Анатольевна, студент, Харьковский национальный университет имени В. Н. Каразина, пл. Свободы, 6,
г. Харьков, Украина, 61022, е-mail:julia22410@gmail.com, ORCID : https://orcid.org/0000-0001-9435-9716

Индустрия отдыха и гостеприимства является одной из движущих сил мировой экономики. Широкое внедрение новых
технологий в данной отрасли за последние годы изменило способ предоставления и получения услуг. В этой работе изучаются
некоторые из современных технологий, которые в настоящее время используются в индустрии гостеприимства , и как они
улучшают опыт, приобретенный гостями, и меняют платформу обслуживания в гостиницах. Более того, рассмотрены
потенциальные услуги сферы гостеприимства , которые мы можем ожидать, поскольку технология Интернета продолжает
увеличиваться. Предметом исследования является деятельность гостиничных предприятий. Целью исследования является
внедрение ИТ в управление гостиничным бизнесом. В результате исследовано текущее состояние использования ИТ в
гостиничных комплексах и рассмотрен практический опыт использования ИТ в индустрии гостеприимства.
По данным Всемирной туристической организации (ВТО), сегодня в мире действуют более 16 млн гостиниц, причем 20% из
них относятся к гостиничным сетям. Наибольшее число гостиничных предприятий сосредоточено в странах Европы и Северной
Америки, на долю которых приходится 72% всей гостиничной базы. Интересный факт, что в течение последних 10 лет другие
типы предприятий начали осознавать уникальное сочетание навыков, которыми обладают студенты гостеприимства, -
сочетание разумного бизнеса и управления вместе с ориентацией на обслуживание. Это особенно интересное время, чтобы
быть связанным с отраслью, учитывая широкие возможности для карьерного роста, экономику, новые разработки,
развивающиеся рынки, интернационализацию рекламных концепций компаний и др.
Преобладающая философия в гостиничном образовании заключается в том, что лучший путь к вершине - это
стратегическое сочетание образования и опыта. Перспективы для отрасли очень позитивны, но есть несколько тенденций /
факторов, которые влияют на работу отрасли, а также на продукты и услуги, предлагаемые клиентам.
Ключевые слова: индустрия гостеприимства, информационные технологии, гостиничный менеджмент, информационные
системы, инновации, гостиничные технологии, мировая экономика, гостиничные предприятия.
201
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