As the hospitality industry continues to recover and grow since the pandemic, adopting digital transformation has become more important than ever before. There has been a significant rise in businesses within the sector embracing and investing in digital transformation to improve operational efficiencies and enhance staff productivity to support customer-facing roles.
From self-service check-in systems to AI-driven customer interaction, digital transformation is becoming essential for hospitality businesses aiming to manage resources more efficiently and enhance the guest experience. This article explores how digital transformation can lead to measurable improvements in staff efficiency and operational resilience.
Understanding digital transformation in hospitality
Digital transformation refers to the use of modern technologies to improve business processes and services. Looking into the sector, this often involves tools designed to optimise daily tasks, reduce duplication of work, and enable better customer service.
Examples include using mobile apps for bookings and guest service requests, digital order tracking in kitchens, and AI chatbots for handling routine guest enquiries. These tools can reduce human error, free up time for employees to focus on customer care and more complex tasks, ultimately improving service delivery.
Examples of digitisation
Contactless hotel check-in
Digital check-ins can vastly improve the efficiency of operations in hotels, allowing guests to bypass the front desk and proceed directly to their hotel room. It’s been reported that 80% of hotel guests in Europe would prefer contactless check-in options citing time-saving and convenience as key benefits.
Digital order management systems in restaurants
Many restaurants are now using digital ordering systems, often supported by menus with a QR code. According to recent research, 66% of restaurants have adopted QR coded ordering solutions. This shift not only streamlines order processing but also reduces errors associated with manual input.
Boosting staff efficiency
The hospitality sector is known for its labour-intensive nature, and inefficiencies can have a noticeable impact on service quality and cost. Issues, such as breakdowns in communication, manual data entry systems, and time-consuming administrative tasks can drastically reduce productivity.
Digital tools can mitigate these issues by providing staff with better systems and processes to work more effectively and efficiently. For instance, digital platforms can reduce delays in order handling, support accurate data entry, and simplify team communication across varying shifts and departments.
The cost of inefficiency
A study by Carnegie Mellon University indicated that up to 70% of tasks within the hospitality industry could be automated or enhanced through technology. This suggests a significant amount of time and resource is currently being used inefficiently which can also impact on the overall guest experience.
In addition, it’s estimated that automating back-office processes could reduce administrative workloads by as much as 40%, freeing up employees for more valuable interactions with guests. Reducing repetitive work also contributes to fewer errors and greater consistency in service offerings by staff.
Real-world examples of digital technology helping to improve staff efficiency
QR codes for menus and ordering
Using QR codes for browsing menus and ordering allows customers to place orders directly from their table using their mobile device. Research shows that customers spend approximately 25% more when ordering via digital systems compared to traditional methods. This may be due to better menu designs and clearer photography, or even its upselling capabilities. Unlike staff, a digital menu does not miss opportunities to offer extras, upgrades, or promotions. It also allows for easier top-up orders without waiting to get a server’s attention during busy periods.
Smart check-in at hotels
Digital check-in solutions are increasingly common in hotels. Guests can check in online in advance and use mobile apps to access their rooms, eliminating the need for keycards and queuing at reception. This allows front-desk teams to prioritise more personal or complex guest queries, helping to improve satisfaction and engagement. The time saved on routine tasks can be redirected to activities that support retention and repeat bookings.
Automated housekeeping
Some hotel operators are using housekeeping management systems to allocate shifts, monitor workloads, and notify staff in real-time when a room is ready for cleaning. These systems can also alert teams when a guest has checked out and reschedule tasks according to demand.
Data collected through automated systems can help managers track performance and productivity, such as the number of rooms cleaned per staff member per hour and predict when rooms will be ready. This helps with workforce planning, especially during high-occupancy periods. Studies have shown that these systems can improve room turnaround times by up to 30%, which directly contributes to revenue.
AI powered chat solutions
Modern AI chatbots which can operate 24/7 are increasingly used to handling standard guest queries, booking requests, and service information. These systems use natural language processing (NLP) to better understand user intent, enabling them to manage a broader range of requests more effectively.
AI bots are particularly useful in high-demand environments, as they operate continuously without the need for breaks or shift coverage. Some hotels, like the Equinox in New York, rely on these tools for a large proportion of their routine guest communications.
In summary
Digital transformation presents a clear opportunity for hospitality businesses to improve staff efficiency and reduce reliance on manual processes. By automating repetitive tasks and improving real-time access to information, employees can focus more of their energy on service quality and guest satisfaction.
From digital ordering and contactless check-ins to automated housekeeping and AI-driven communication, the benefits of technology are measurable and practical. As technology becomes more accessible and affordable, hospitality businesses of all sizes should consider how digital tools can help them improve productivity, reduce costs, and better meet customer expectations.
To maximise success, any digital transformation project should start with a clear understanding of operational goals, a review of current processes, and the selection of tools that fit the business’s scale and needs. In doing so, organisations can create a more resilient, responsive, and efficient hospitality operation.
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