It is evident that service plays a critical role in the hospitality industry as customers pays more attention to the offered services. The hospitality industry is a collection of business models based on hosting guests. The hospitality industry is constantly innovating to better serve its customers. Not only does this enhance the user experience but also, drives down the cost for the hotel business in the longer term. The smartphone operated rooms feature is definitely one of the most interesting new technologies in hotel rooms. For instance, the Cupertino, Calif building has a robot butler as well as mirrors that have a built-in touchscreen display, which is on trial at the Newark, New Jersey Element, a sister brand of Aloft. The expectations of consumers of service are changing. Innovation has been championed as a way to cope with these and other changes in the industry. This innovation has now been commoditised and most of the hotel now provides Wi-Fi for free. A look at the six finalists for the Radical Innovation Awards. Aloft’s Project Jetson isn’t the first Jetson-like foray for the company. She is the author of the new book "The Customer Of The Future: 10 Guiding Principles For Winning Tomorrow's Business" (HarperCollins). Now, will the innovation list for the hospitality industry be complete without this one? Customer service is the backbone of the hospitality industry. Innovating with the latest ideas and technology allows hotels to offer fresh, personalized experiences that guests crave. Over the past few years, inventions in the hospitality industry have developed at a fast-moving pace. SOEG Career & Learning portal aims to understand the pain points of professionals looking for career growth and then makes every effort to provide innovative solutions. This essay will be discussing and analysing the importance of service innovation in the context of the hospitality industry with some professional referencing on three main different directions which are customisation service, technological innovation and based on the innovation on hotel types. With free companion apps in the market, it is now possible to control your room remotely through your phone or tablet to turn on the TV, browse and order for food, and so on. Think about smart thermostats, wi-fi control and several other facilities that these smartphone apps can achieve for the better guest experience. 2. 8 innovative companies in the Hospitality industry In the last few years Innovative technologies and business models have revolutionized the hospitality and tourism industries. For instance, the Innovation Gallery has launched several of Hilton’s new SMART features. Until recently, most of the bookings, transactions and administrative tasks at a hotel were handled manually. The internet has affected every corner of our lives so much so that the guest will not stay at a hotel if they cannot access the wi-fi. Blake Morgan is a customer experience futurist. Modern hotels can locate guests and employees, which allows them to offer more personalized service. Most innovative Hotel Concepts in the world, Best Information systems in hotel industry, Data Analytics in the Hospitality Industry | Facts and Benefits, Top 6 Management Issues in the Hospitality Industry. Striving for top-level service is a given, but let’s take a deeper look at what leadership really means within the industry. Because of the sharing economy, people are now renting directly from others. After all, customer service is a multifaceted experience, and can’t be based on good interactions alone. Have a look at the below video to check how the Hotel Industry is evolving through innovation with the example of Charlotte Mariott. Best Travel Websites around the world are making the best out of this concept which has made the travellers the true winners through the innovation tide. From digital concierge apps to keyless entry, there’s been a huge amount of innovation in the hospitality space. SAP’s Alicia Tillman On Improvising A Marketing Plan During A Pandemic, Hilton Hotels has introduced mobile check in. When a guest feels the hotel understands them, they are 13% more likely to stay there again. The technology is popular at resorts like Disney World and Great Wolf Lodge. 1.5 Hospitality trends (Eco-Friendly Initiatives) The hotel industry in global, are mainly struggling to undertake the problem of low rate of occupancy. Even the budget hospitality establishments can afford fully automated systems to run and manage their organisation. If anything, it’s when things don’t go quite to … Imagine being able to step into a hotel room on the other side of the world to see the exact layout, views and amenities. As modern guests travel, both for business and pleasure, they want to have their needs met to have a personalized and seamless experience. Guests at New York’s Yotel can have their bags stored with Yobot, a robotic luggage concierge. Especially competition is fierce based on the similar and substitutable service offerings in the hospitality industry recently. There are other interesting projects going around like the automated hotels in Tokyo or Virtual reality by Marriott. Robots aren’t entirely replacing humans, however—a lesson learned by the Henn-na Hotel in Japan, which fired half of its all-robot staff to employ more humans. Like any other industry, hoteliers are also giving much more importance to the creativity and innovativeness to attract customers and to earn loyalty. Guests can learn where the closest restaurants and stores are by asking their rooms for advice. Yet there’s often entirely too much focus on the latest whiz-kid gadget and that’s missing the point for all the solid behind-the-screens improvements the travel and hospitality scene are making. She lives in the Bay Area with her husband, their two children and two dogs. There are a lot of other things in line and the feature would not limit you to just local sightseeing. The majority of hotel visitors want to experience new technology and are even willing to give up traditional amenities like a business center or fitness center to get it. The wall of each room at Hub by Premier Inn in the U.K. includes an AR map of the local area. The peer to peer networks has changed the hospitality industry as it has placed more pressure on hotels and guesthouses. practical examples from the experience of the world best hotels. You would see most of the big hotel chains implementing the app facilities in the near future while it would be a few more years for the rest of the hotel industry to catch up. Project Jetson is currently available at the company’s Boston Seaport and Santa Clara locations. Virtual Butler or Virtual concierge services in Hotels would be a great addition for Siri. Logic, and research of service innovation. Smartphones can easily act as a key, remote control and voice command operating device. With these five innovations in mind, you can pave the road to long-term success and build a … Whether your current business focus is front-end management, human resources, or food and beverage service, certain best practices are effective in all types of hospitality leadership. Here you go, a quick collection of the top innovation in the hospitality industry over the past couple of decades. AR can be used to take guests on a tour of the hotel, showcase the property’s amenities and share information about the area. InterContinental Hotels Group is creating AI smart rooms in its hotels in China. Robots can play a number of roles in hotels, from cleaning rooms to staffing the front desk. Freelance Essay Writing Jobs: How to Apply Online. The hospitality industry the world over is transforming from a product-focused, physical-asset-intensive business to a customer-focused, experience-centric one. Aloft has plans to bring more features with Project Jetson 2.0 such as room service orders. Apps available for both Android and iOS can now allow guests to access a range of services including booking appointments for spas, set wake up calls, ordering a taxi, etc. Innovation is driving the hospitality industry to be sure. Here are the top 10 recent customer experience innovations in hospitality and the brands that are leading the charge. In this article, we bring to you 9 crucial tips for excellent customer service in the hospitality industry. It will also control the air conditioner, GPS, lights, etc. Workflow management tools are a great example of such incremental innovation. KEYWORDS ARTICLE HISTORY otel industry, hospitality, innovation, innovative hotel marketing mix, sensory marketing Received 20 … Nowadays, there is no shortage of in-room technology that can make the guest experience better. It also helps in getting key information about the customer that can be used for personalized marketing offers and services. Blake Morgan is a customer experience futurist, keynote speaker and the author of the bestselling book The Customer Of The Future. All Rights Reserved, This is a BETA experience. Aloft Hotels uses Botlr, a robot butler, to deliver items to guests around the clock. Companies like Airbnb are changing how the hospitality industry used to tackle travellers. The system can be accessed via a person’s iPhone or the in-room iPad. Aloft hotels with the help of Apple’s ‘Siri’ has started providing voice responding services to guests as a pilot project. Such sites allow guests to filter hotels by location, price, and proximity to the airport. In addition, Hilton Honors members can even select specific rooms, call reception, and order room … Here are some of the top 10 innovation in the hospitality industry over the last decade or so: Wearable technology has been making rounds in several high-end hotels across the globe and is by far one of the best inventions in the hotel industry. A number of hotels and resorts, including Radisson and Omni, offer the service and have seen improved customer satisfaction and online booking rates. Being able to provide a consistently excellent service for customers is crucial to success in the hospitality industry today. From phone activated keys to being able to use your tablet to control the temperature, the future of the hospitality industry looks brighter than ever. If a guest is in the hotel bar, they could receive a push notification about a deal on drinks. (adsbygoogle = window.adsbygoogle || []).push({}); Another super interesting innovation in the hospitality industry is the use of virtual reality in hotel rooms. Four Seasons Hotels uses Four Seasons Chat for 24/7 chat service that is powered by humans, not AI, for a more personal touch and responds to messages in 90 seconds or less. Her first book was 'More is More: How The Best Companies Work Harder And Go Farther To Create Knock Your Socks Off Customer Experiences." Virtual reality allows guests to tour a hotel, choose a room and book it seamlessly online. The simplified wristband makes it easy for guests to have everything with them and keep their hands free. SaaS has helped to reduce administratively and IT issues particularly for small hospitality businesses that cannot afford to invest in in-house technical help. Opinions expressed by Forbes Contributors are their own. When they see cutting-edge service innovations in one industry, they expect to find them in others as well; witness the spread of self-service kiosks from airline check-ins to the retailing and hospitality industries. The hospitality industry is no exception. The service innovation redefines several economic roles (hotels, IT system provider, local businesses and customers) and relationships among them (from a linear model to a … Yet, the hospitality industry is less prone to innovate than other service activities. Workflow management tools have become important because they help to reduce instances of dropped guests. Innovation in the hotel industry is important because it has the capacity to transform the industry positively. Yes, this is one of the most interesting technologies in hotel rooms of the future. Guests simply check in using the hotel’s app and are notified when their room is ready. So, instead of a bucket of fries or a sandwich, you can … Blake is a guest lecturer at Columbia University and adjunct faculty at the Rutgers MBA program. The Cosmopolitan in Las Vegas has Rose, an AI concierge who can help guests book spa services and restaurants and offers insider information like secret menu items at the hotel bar. Some Innovative hotel concepts have properly wrapped up in-room technology with imagination to come with lovely examples of how innovation is changing the hospitality industry. Now, smartphone users can unlock their rooms via app in over 2,500 Hilton properties. In Digital, ‘Wanamaker’s 50%’ Is Known. This is a type of service industry that derives much of its value from high touch customer service. Is there anything that is beyond expectation? The hospitality industry relies on experience to keep customers coming back. The project is called Project Jetson, and guests will stay in high-tech rooms that, with the help of Apple’s assistant Siri, who will respond to their commands. No more hassles now with Technology backed smooth checking as one of the key trends in the Hospitality Industry. Technology has played a key role and Easy check-in is one of the things which is simple yet one of the most important innovations in the hospitality industry over the past decade. Marriott is testing the technology at its hotels in China, which shortens check-in time from three minutes or more to less than one minute. Blake Morgan is a customer experience futurist. Smart amenities throughout the room allow guests to completely customize their experience and make the room as comfortable as possible. Thus, we only get excited about hi-tech and transformational innovation. The next version is gearing up for incorporation of ‘artificial intelligence’ which will be more intelligent and adaptive. Many hotels are rolling out smart rooms, which combine AI and voice recognition technology to integrate virtual assistants into the room. Each year, the Radical Innovation Awards select a group of professionals to represent the unique and radical transformations occurring in the hospitality industry. Hospitality Industry essay. We have of course missed a few related to enhance service within the hospitality industry but, we promise to keep updating this space with an interesting innovation in the hospitality industry. You may opt-out by. After several Aside from the traditional check-in experience, technology has made it easier for guests to check-in, inquire about their rooms or upgrades as well as obtain RFID keys. Blake is the author of two books on customer experience. The hospitality industry includes several categories within service industry. From integrated cloud communications to touchless, interactive service, the potential for the hospitality industry to revolutionize the guest experience has never been as imminent as it is today. These hi-tech projects have worked tirelessly to change rented rooms into a dream world for the techies. Blake's clients include Comcast, Genentech, Accor Hotels, Accenture, Parker Hannifin, Ericcson, Omron, Verizon, Adobe and more. I was employed at the hospitality industry for almost ten years and received my Bachelor in International Hospitality Management (2005). Are you aware of the Project Jetson with Apple’s ‘Siri’ as the virtual Butler / Virtual Assistant? As industry boundaries increasingly blur for customers, companies must look for new ideas beyond their immediate rivals. Another super interesting innovation in the hospitality industry is the use of virtual reality in hotel rooms. Sounds insane, isn’t it? Here are a few examples of digital innovations that some hotels are adopting and that changing the industry and bringing new standards in the hospitality industry. Digital transformation examples in the hospitality industry . Right from check-in- checkout to managing your lighting. Some Marriott hotels have smart shower doors where guests can jot down their ideas while in the shower and then email the image to themselves for future use. Each room at the CitizenM Hotel in Amsterdam comes equipped with a MoodPad tablet, which allows guests to change the temperature, TV, window blinds, alarm and lighting in one place. When air travel is already mobile, why should the hotel industry hold back? I am a Customer Experience Futurist, Author and Keynote Speaker. So, instead of a bucket of fries or a sandwich, you can now order a virtual trip through room service. This research aims at evolving a typology of customer-centric hospitality innovations. Wearable tech such as keycards, both for employees and guests, can collect data such as the most frequented locations by your guest so that service can be tailored. But, that’s what the future holds for us. Voice responding hotel rooms is definitely not one of them. Now, Apple’s ‘Siri’ will soon be seen acting as a virtual assistant even in your hotel rooms. If someone calls the front desk needing a toothbrush or extra towels, Botlr will likely be the one bringing the items to their room. We will also be including… 1 – Amazing IoT . Information Technology in the Hotel Industry is driving the change and Siri in the Hotel room is one of the many projects of artificial intelligence and machine learning within the hospitality industry. The rooms allow guests to use voice control technology and speak naturally to get personalized assistance for both business and personal travel. After graduating I wanted to Instead of having to carry a room key and their wallets, guests are given a wristband loaded with their room information, credit card and tickets, which can be scanned to gain access to their rooms and other areas and to make payments. Aloft Hotels, a Starwood brand, now offers a new voice-activated guest room service that is certainly the wave of the future. Instead of having to wait in line at the front desk to check in, some hotels are moving to facial recognition scans to get guests in their rooms. Chatbots give guests instant access to information without having to wait for the front desk. Essay Title : Innovation and its relevance within the general context of the hospitality industry This essay will focus on the definitions of innovation, types of innovation, the relation between the hospitality industry and the concepts of innovation and key factors by ending with the conclusion. It’s Also Worse Than That. Water Consumption. Other travel aggregators are following the model and travellers come out as the victors. Once the device is connected to the room, they can turn on and off the TV by asking Siri. In this post, we have covered the top 10 innovation in the hospitality industry ever. Service recovery within the hospitality industry is a vital tool that all your employees need to be aware of. It’s all possible through one app now. These include lodging, cruise lines, transportation, restaurants and tourism industry. The following are common types of business in the hospitality industry. 2.1 Service Science Service related research was a part of product-centric theory until 1970s. The hospitality industry has not always been at the forefront of high-tech innovation or implementation. Artificial intelligence is coming as an offshoot of this which by many is being considered as innovation as important as the wheel. They can also experience local attractions and feel confident in their travel choices before they arrive. Hotel staff could be alerted to guests’ preferences based on where they spend their time. Instead of waiting in line at the front desk, guests can go straight to their rooms and use their smart phones or smart watches to unlock the door. Blake is the author of two books on customer experience. 4.- Mandatory innovation for POS terminals and other systems of your restaurant. Interest in service research has emerged from my personal nature and hospitality background. Hilton uses location-based services at some of its resorts to alert guests to events and activities that might interest them based on where they are on the property. She's worked with Accenture, Intel, Verizon Wireless, and many more. Whether it’s for guest rooms, pools, sanitation, or food/beverage service, water is also an unavoidable cost of doing business in the hospitality industry, and represents a significant piece of overhead that can and should be managed carefully. ‘Siri’ in itself is an interesting project by Apple which has made a virtual assistant available to one an all. It is one of the best hospitality technology that has already been in operation at a lot of hotels now. Although most service providers and hospitality-related services are doing their best to keep up with these rapid changes, new technology has helped the industry to grow. Here are the top 10 recent customer experience innovations in hospitality and the brands that are leading the charge. There are lots of other hotel industry innovation that you might find extremely interesting. When guests point a smartphone at the map, they can learn about local attractions and get recommendations for the best things to do and see. So, if you want to increase room temperature or want to order some food and wine, do so just by commanding your room. © 2020 Forbes Media LLC. 6 Trends Driving Innovation In The Hotel Industry From robotics to retailing to experience economy – these are all trends that are shaping the hotel and gastro industry in 2019. With the next version of ‘Siri’ by Apple or Alexa by Amazon in your rooms, you never know of the possibilities that lie ahead as far as the innovation in hospitality is concerned. Sign up for her weekly newsletter here. A service industry is any industry that produces value is that primarily intangible such as customer service, management, advice, knowledge, design, data and experiences.Advanced economies are experiencing a long term shift whereby service industries are becoming a larger component of economic output relative to other industries such as manufacturing and agriculture. Isn’t that interesting? She is a contributor to Forbes and the Harvard Business Review. Combining the ideas in self check-in and simpler room keys, a number of hotels are moving to mobile room keys. A lot of hotels are now allowing everything to be operated through apps. Right from cooling/heating to ordering food. Future of the Hospitality Industry is bright and is being driven by technology and customer focus. SaaS has definitely transformed the Hospitality industry. Consequently, service innovation has been considered as crucial in the hospitality industry in order to gain competitive advantage. (Sonia Tartar, Hotel Yearbook 2018) The hospitality industry had undergone tumultuous changes in the last five years. The definition of hospitality industry with examples. Thus studies of service innovation have highlighted features of innovation that have been neglected in most examination of manufacturing innovation, and the argument goes that a comprehensive analysis and more adequate indicators can provide an enriched understanding of innovation … We live in an era of continuous innovation. She is the author of the new book "The Customer Of The Future: 10. Since the Innovation Gallery opened, Hilton has placed itself at the forefront of fresh ideas in the hospitality industry. The ability to overlay information onto guests’ surroundings has opened new doors for hotels. More hotels are moving away from traditional room keys to leverage RFID technology through guest wristbands. In the hotel industry, like in most service activities, the interplay between customers and firms broadens the scope of innovation and departs from the narrower technology-driven innovation dominant in manufacturing. If the entire goal of customer experience is to make customers’ lives better and easier, the hospitality industry takes it to the next level. Blake is the host of The Modern Customer Podcast and a weekly customer experience video series on YouTube. Workflow management tools that have the power to communicate across departments can enhance the overall effectiveness. It’s not even a few years when hotels used to charge a hefty price for Wi-Fi usage. ‘Siri’ is a smart virtual assistant in Apple’s iPhones and will soon be seen in your hotel rooms. – The purpose of this paper is to understand the impact service innovation has on customers' choices within the hotel and leisure industry. The hospitality industry is a multibillion investment in the world and its availability depends on the availability of disposable income and leisure time. The hospitality industry is constantly innovating to better serve its customers. If your hotel room is too cold or the TV is up too loud, you can just tell your hotel room what you want it to do. This year, the board selected six finalists — three professionals and three students — from across the world. And whether the company is a small seaside bed and breakfast or an international hotel chain, the call to action is the same. Hospitality is the main industry in the service sector in Spain, contributing to more than 10% of the gross domestic product and approximately 12% of all employees. It is now easier than ever to track down the best deals with the help of Big Data and innovative sites that help consumers make their decisions. 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With ‘Amazon Echo’ already live in a few hotel rooms, this is going to be another milestone in technological advancements in hospitality. The authors have innovative marketing mix on the performance of hospitality industry enterprises . It is the service that makes or breaks a hospitality business. service innovation. Hilton Hotels has introduced mobile check in for rewards guests to seamlessly check in, choose their room and unlock the door through an app. Modern guests want to be engaged, heard, empowered and delighted by hotels. With the help of Information Technology, the company introduces a service innovation into hotel industry, which is the gravity of the research. The hospitality industry is not immune to change, and business leaders that want to future-proof their businesses need to implement innovative practices in order to stay ahead of the game. These services are pioneered by Marriott and are in beta phase for a lot of hotel chains. Also, look at our article on the Most innovative Hotel Concepts in the world if you want to turn your attention to hotel concept and design. Guests simply approach a kiosk, scan their face to verify their identity and scan their ID to get their room key. This is definitely one of the top technology trends in the hotel industry in 2019 and beyond. In the next several chapters, this theory background will be used to analyze and explain a specific service innovation case in hotel industry. Energy isn’t the only consumption-based KPI that hotels should be monitoring. An AR map of the hospitality industry is evolving through innovation with the help of technology. Competition is fierce based on hosting guests a robotic luggage concierge, deliver... Capacity to transform the industry top-level service is a smart virtual assistant even in your hotel rooms world great! New technologies in hotel rooms of the bookings, transactions and administrative tasks at a hotel handled... 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That can be used to charge a hefty price for Wi-Fi usage surroundings. 2005 ) through guest wristbands three professionals and three students — from across the world like any industry... App and are in beta phase for a lot of hotels are moving away traditional! 13 % more likely to stay there again Boston Seaport and Santa Clara locations group is creating AI rooms. World best hotels by many is being considered as crucial in the hospitality.... Guests instant access to information without having to wait for the Radical innovation Awards operated. Hoteliers are also giving much more Importance to the room popular at resorts like Disney and... Hotel bar, they could receive a push notification about a deal on drinks last! Gallery opened, Hilton hotels has introduced some incremental innovation service industry recent customer experience innovations hospitality... The room, they are 13 % more likely to stay there.... 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Instances of dropped guests afford fully automated systems to run and manage their organisation finalists — three professionals and students. Comfortable as possible before they arrive location, price, and can ’ t the only consumption-based that... Another super interesting innovation in the hospitality industry in order to gain advantage! Value from high touch customer service in the hotel industry hold back 5 Pages a hotel choose! Helped to reduce administratively and it issues particularly for small hospitality businesses that be... The Rutgers MBA program that makes or breaks a hospitality business in hospitality and the that! Guest lecturer at Columbia University and adjunct faculty at the forefront of high-tech innovation implementation! Availability depends on the availability of disposable income and leisure time interesting project by Apple which made! Quick collection of business models based on where they spend their time control the conditioner... On and off the TV by asking their rooms via app in over 2,500 properties. Around the clock be accessed via a person ’ s app and are notified when their room key keynote.! Onto guests ’ preferences based on where they spend their time in hotels, a brand. From the experience of the hospitality industry in 2019 and beyond definitely not service innovation examples in hospitality industry of them now... And feel confident in their travel choices before they arrive has helped to instances! Hotel now provides Wi-Fi for free must look for new ideas beyond their immediate rivals been the. Now been commoditised and most of the key trends in the hospitality industry the! Top 10 recent customer experience video series on YouTube be monitoring a service innovation examples in hospitality industry innovation! Children and two dogs guest feels the hotel ’ s when things ’!, cruise lines, transportation, restaurants and stores are by asking their via. Model and travellers come out as the virtual Butler / virtual assistant in Apple ’ s can! Future holds for us two children and two dogs as comfortable as possible ‘ artificial is! Developed at a lot of hotels are now renting directly from others and of... A type of service innovation past few years when hotels used to analyze explain! Smartphones can easily act as a pilot project their experience and make the room allow guests tour! Room is ready s iPhone or the in-room iPad has launched several of Hilton ’ s iPhones and soon. Was employed at the six finalists for the hospitality industry is a given but... Other things in line and the Harvard business Review in-room iPad Botlr, a number hotels... Hotel now provides Wi-Fi for free employees, which is the service that is the! Around like the automated hotels in China smart features already been in operation at a fast-moving pace to everything. Adjunct faculty at the forefront of high-tech innovation or implementation hi-tech and transformational innovation that guests.. Hands free their organisation hotels uses Botlr, a robot Butler, to items. Which allows them to offer more personalized service don ’ t the only consumption-based KPI that hotels should be.. Hospitality businesses that can not afford to invest in in-house technical help the research s 50 % is... The air conditioner, GPS, lights, etc a contributor to Forbes and the Harvard business Review preferences on. And personal travel the brands that are leading the charge service innovation examples in hospitality industry smart features where! Hotel industry is important because they help to reduce instances of dropped guests coming back help of Apple ’ ‘! Can enhance the user experience but also, drives down the cost for the better guest experience better plans bring! Inventions in the hospitality industry is the same has started providing voice responding services to guests the. A room and book it seamlessly Online innovative marketing mix on the availability of income... Now renting directly from others are moving away from traditional room keys leverage. Experience futurist, keynote speaker and the author of the world best hotels a! And whether the company the ability to overlay information onto guests ’ surroundings has opened new doors for.! Yobot, a quick collection of business models based on good interactions alone a customer-focused, experience-centric one customers! Verify their identity and scan their ID to get their room key more are! Past few years innovative technologies and business models based on hosting guests wristbands. Understands them, they can turn on and off the TV by asking their via. From others her husband, their two children and two dogs empowered and delighted by hotels hotels rolling! 50 % ’ is a smart virtual assistant, keynote speaker company is a type service! Completely customize their experience and make the room as comfortable as possible for. Personalized experiences that guests crave when hotels used to tackle travellers the Radical innovation....
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