How Digital Transformation Can Enable A Better Hotel Guest Entertainment Experience

It’s nearly impossible to leaf through a trade publication and not be confronted with the term digital transformation. It seems to be the business catchphrase that is on everybody’s lips nowadays. But, what is it? And, how might you embrace it to affect real meaningful change within the hospitality industry? We are putting these pressing questions to Chad Fune, SVP of Sales and Business for Moviebeam to see where he and his organization net out on the subject.

(SP) As an expert in the field, what does digital transformation mean to you? Because I think this can mean slightly different things to different people, depending upon the vertical their company resides in.

(CF) Digital transformation to me means utilizing technology to make things easier in our personal and work lives. From the hospitality sector, this means ensuring a comfortable use of guest entertainment features in the room. Convenience and ease of use are the two most important factors when introducing new technology. Moviebeam enables both, and without sacrificing your ROI. In fact, the ROI can be quite substantial for hoteliers. We know that 74% of guests are using in-room entertainment.¹ So, hotels that adopt contactless technology are better positioned to improve their competitiveness. With Moviebeam in particular, it’s not just about our extensive movie selection, we can promote up to 50 categories of amenities and services, such as restaurant promotions, spa deals and gym hours, so you can begin to see how this will drive revenue.

(SP) What stage in the transformation journey would you find most businesses today?

(CF) It’s an endless loop. The journey never really ends. But in the hospitality industry, hotels are starting to adapt to newer ways in which technology can offer unique and enjoyable experiences. We’re on the cusp of full digital transformation out of the analog era.

(SP) Are many hotels currently embracing digital transformation? How much appetite do they have to change?

(CF) We see a rise in interest because guests are expecting a better in-room entertainment experience. Once customers see the advantages of having a platform like Moviebeam instead of the traditional TV setup, it becomes clear there’s opportunity to increase revenue as well as positive customer reviews, and meet guest expectations. I mean, guests are more likely to make use of in-room entertainment than any other hotel service or amenity.

(SP) What does your industry look like a year from now? Five years? Ten years?

(CF) One year from now you’ll see hotels stress the importance of the hotel experience from the moment you book your room to when you check out. By experience, I mean cool factor. Something you can post to your social media and brag to your groups. Five years, I see fewer employees and more automation with increased staff efficiency. Ten years from now traveling will be even more appreciated and people will value the real-world experience rather than consuming it on a phone or in a virtual space.

(SP) Talk to me about personalization. In your mind, how important is this to guests?

(CF) It’s very important. A recent IDC FutureScape report, which provides predictions on worldwide hospitality trends, cited that by the end of 2022, 50% of operators will have implemented systems for personalized experiences and suggestions, improving CSAT by 25% and lifting revenue by 15%.² Guests are always going to want to feel like a VIP. The more you can tailor to their needs, the likelihood of them returning or recommending the hotel is very high. If their hotel experience stands out from the normal, they’ll want to share it with friends and family.

(SP) What kinds of innovations do you see on the more immediate horizon?

(CF) Short term, you’ll see many hotels fully adopting the IOT capabilities of controlling everything from your phone, lights, temperature, TV, room key, etc. You already see it happening, but it’s compartmented. Paying with crypto currencies. 5+ years from now I see minimized staff with robots delivering items and completely personalizing your stay from the moment you walk into the lobby. 10 years from now I see AI playing a major role in communicating to guest and VR experience in your room.

(SP) What are some of the biggest transformative roadblocks that organizations face along their journey?

(CF) Adoption. It’s always scary being the first one to start a transformation. Getting people to think that even though it’s not broken doesn’t mean it can’t be improved upon.

(SP) What are the first signs that the digital transformation strategy needs to be adjusted and how do you measure if it’s been successful? And, can you share an example of a recent success Moviebeam has experienced?

(CF) When you start to see complacency or the same thing just repurposed or marketed differently. You measure success or failure by adoption. By how many people are using your services or product. That same IDC FutureScape report I mentioned earlier suggests that by 2023, 85% of guest-facing experiences in travel and hospitality will be conducted through autonomous channels, which will improve satisfaction scores by 20%.³ That, to me, will be a measure of success.

(SP) Chad, it’s been a delight speaking with you. You’ve given us a lot to chew on.

(CF) My pleasure! Always love having this kind of dialogue and continuing to include others in the discussion.

If you want to learn more about Moviebeam or are considering a network upgrade, partner with the experienced connectivity and entertainment solutions experts at Spectrum Enterprise as you prepare for the future. 

 

¹ “Survey of Hoteliers, Guests Reveals Insight on Voice Technology, In-Room Entertainment Trends.” Hospitality Technology. November 27, 2018. www.hospitalitytech.com/survey-hoteliers-guests-reveals-insight-voice-technology-room-entertainment-trends
² “IDC FutureScape: Worldwide Hospitality, Dining, and Travel 2022 Predictions,” (Doc # US47777521) by Dorothy Creamer, Ayush Narain, October 2021
³ Ibid.