Supply and demand
The hotel industry will be a very different ball game in 2020, claims a report by a leading technology company. Amadeus provides IT solutions to the hotel and tourism industry, and has just published Hotels 2020: Beyond Segmentation, a study revealing how and why the industry is set to change over the next decade. The title reflects the core finding of the research: that there is to be a "shift from producer-led segmentation to consumer-driven choice". In other words, consumers will soon be demanding that hotels tailor their services to suit the individual guest, rather than choosing a hotel aimed at a specific demographic or 'segment'. The diversity of hotel guests in 2020 means hotels could benefit from offering "innovations such as intelligent furniture, personalised nutrition and responsive technologies". However, with a predicted influx of tourists from BRIC (Brazil, Russia, India and China) nations over the next few years, it could be this market that ultimately influences which services are offered in the UK.
Amadeus has also forecasted upcoming technology trends, and described how they will be implemented in hotels.
These include: Personal robot service assistants in every room, providing 24-hour butler services. Sustainability drives such as sensor-activated lights, gyms that generate electricity, solar panels and geothermic heating. 3D holograms used for conferencing or advertising displays. Canopy beds will be used as all-in-one multimedia experiences, meaning white bed linen could become a touch-screen – or rather touch-sheet – interface. Mind control headsets are already being developed, and could be used for any electronic object in the hotel room, with incredible benefits for disabled travellers. Bathroom mirrors and other glass surfaces could become a new interface for information, such as weather reports, advertising or entertainment. Automatic translation facilities will allow easy interaction and speech-recognition technology for all guests. Above all, the report warns that the rapid changes in the industry, the customer base, and technologies, will continue over the next ten years. Coupled with predicted unrest on the world stage and the increasing effects of climate change, it's easy to see why the study concludes that adaptability and forward planning are key to the success of luxury hotels in 2020.