The Fitur 2016 innovation forum will show the impact new technologies on hotels

After the impact caused by the arrival of the Internet, the hotel sector will enter a new stage dominated by touchscreens, 3D printers and highly technological services. Clients will fully control their own room by using their mobile phone, from lighting, atmosphere, temperature to sound. In the meantime, digital marketing enterprises provide hotels with data to allow them to improve their deals.

Imagine you are a client on a business trip. At the end of the day, after several meetings, the only think you want is to return to the hotel and taking a long hot bath. When you come to the hotel of the future, you won’t even need to carry your own card or key, using your mobile to identify yourself will be enough. This will activate a light sign on the floor leading to your room. Once there, you will breathe in the scent you had previously chosen, will sleep in your bed with the desired inclination while holding at your disposal a range of film, videogames and pictures which will be displayed in the multiscreen in the wall. In addition, you will be able to shower and listen your favourite songs at the same time and, later, a full body dryer in the bathroom walls will get you ready to get dressed and have dinner. 

“The Jacuzzi with music and personalised aromas is what Queen Letizia of Spain liked the most when taking a tour around the hotel of the future by Fitur”, disclosed Alvaro Carrillo de Albornoz, Insituto Tecnológico Hotelero’s CEO (Hotel Technological Institute), who has been working with Madrid’s fair for a decade. Thanks to a 3D printer, hotels will make products and gadgets for their clients, decorating walls originally. “Differentiation and added value via technology are the marks of identity in the hotel industry to come”, declared the “third generation hotel” gurus. According to them, their goal will be creating futuristic rooms where the client can enjoy personalised “sensations” and “experiences”, which goes beyond a conventional hotel room.

The hotel of the future will include new technologies to please its clients

Technology is going to change tourist habits and hotels must adapt for them if they want to remain in the market”, said Mr. Carrillo. To this end, the search for the most efficient digital marketing channels is essential. Clients send each second thousands of data pieces about his/her personal preferences through his/her mobile device. At the same time, digital marketing companies will receive and offer them to hotels later. “Soon 90% of tourism will be online and social media is playing a key role in all this, but it is also important to manage them correctly, which is not an easy task at all”, said one of the Fitur 2016 members. 

Mostly big chains are the ones interested in technological innovations applied to the tourist industry for the time being. These have their means; however, Mr. Carrillo suggests that there are small hotels that are very active in this field as well. “This always happens: there are those who bought the first smartphone and those others who remained with Nokia until the end”.

The fact is that technological showcases are bigger every year at the international tourism fair: “Ten years ago, Fitur Tech featured a small room upstairs, later it occupied a 100 square metres room and now it is literally taking up half of a pavilion”, told Mr. Carrillo to prove the sector’s vitality. In effect, ten years later, there are what used to be startups that have stands next to big chain showcases, such as Nh and Meliá, which stare at them.  

http://economia.elpais.com/economia/2016/01/22/actualidad/1453485255_004264.htm
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