The art of sincere attention in the digital age

Who does what, and when? In our industry, it's all about timing and details. More and more guests are booking their stay online, and this presents great opportunities. The moment of booking is ideal to capture guests' preferences and exceed their expectations. Imagine: a guest books a room, and the system immediately recognises that his favourite room is available. With one click, he is notified, and the booking immediately feels like a personalised experience.

Then, when the guest actually arrives, everything is already in place. You welcome him with a warm smile, while all the administrative details are already taken care of. This leaves room for what really counts: personal contact. Because although technology can take over a lot, human warmth remains indispensable. By automating routine matters, you can fully focus on a warm, personal welcome.

Modern technology offers countless opportunities to predict guests' behaviour and preferences. By collecting data intelligently, you know, for example, what your guest likes to drink, what dish he ordered last time, and whether he prefers to sit by the window. Links between reservation systems and POS systems ensure that this knowledge stays in-house, even when new staff join. Thanks to AI and applications like ChatGPT, you can even get suggestions for favourites of regular guests. This makes every visit a unique, tailored experience.

Being a hospitality professional is about more than just service. You make the guest feel seen and heard, that their wishes matter. Technology supports this process, allowing you to fully focus your attention on genuine interaction.

Leveraging the talents of your team

A Tuesday night at the bar is different from a Saturday night. Smart use of technology helps you deploy the most experienced staff at peak times and create space for a chat at quieter moments. Tune your staff planning to the needs of your guests and the strength of your team, so you always have the right people in the right place.

Using smart cameras and mirrors, you can even analyse emotions and peak moments. The Netherlands' first AI restaurant, Bunkr in Eindhoven, shows how technology can go hand in hand with hospitality. The atmosphere and cosiness remain paramount, but technology enhances the personal experience.

Loyalty is also given a new dimension by smart technology. The system knows when a guest's birthday is, or that it has been almost a year since a couple booked the honeymoon suite. A personalised congratulations or a flower then makes all the difference. And how about a thank you after several visits? This way, you not only build satisfied guests, but also loyal fans of your hotel.

In short, smart hospitality is a powerful way to offer your guests a special experience. Take advantage of the opportunities and enhance your personalised service.  

Jeannine Sok is the owner of Gastology. Through this hospitality philosophy and training method she developed, she helps people optimise hospitality. 

Sven Heijkoop is a hospitality entrepreneur, maître, sommelier and ambulant footman with the Royal Household. He opened a bistro in the centre of Den Bosch in July 2024.