siliconindia | | August 20198DIGITAL TRANSFORMATION IN THE HOSPITALITY INDUSTRYBy Ajay Bakaya, Managing Director, Sarovar Hotels & ResortsHaving completed his MBA ­ Hotel Administration from the IMHI Cornell Essec Paris, Ajay has been associated with Sarovar for over 23 years now, and played a key role in its growth journey so far.OpinionIN MY Ever since the hospitality industry has adopted the digital platform, the dynamics of the industry have changed a lot by leveraging technologies, all with the single aim of adding further client focus to a Customer-Centric Business. In this era, booking rooms is not the only objective, hotels are focused on profitability, increasing internal efficiency, understanding guests' ever-changing preferences and targeting a larger audience through the utilization of different mediums. It taps the digital consumer across demographics: millennials who are already at the age to make their own booking and organize trips; as well as mature groups who have incorporated the internet in their buying process, which can be checking prices, reviews from other travellers, property, services, facilities, and more.To fully optimize the use of this platform, the hotel industry is making multiple operational changes. Hotels have increased digital marketing budgets to engage with today's guest on social media platforms to convert potential guests into actual stays. Investment into SMAC ­ Social media, Analytics and cloud has become mandatory to maintain and enhance the overall hotel business. There is an increased focus on investing in AI and Virtual reality, since high quality images and video of hotel place an important role in attracting potential guest. Online marketing has become a very crucial, economical and efficient way to reach today's tech savvy target audience in the shortest possible time. It is very important for the industry to have their digital visibility on every path to purchase every platform such as on official website, Google search, social media (Facebook, Instagram, Twitter and LinkedIn), third party website, OLTS and meta search. By strategically using the power of digital marketing, hotels can achieve their budgets and capture market share in a small period of time as compared to traditional marketing tools. Online reviews also form an important part of the traveller's decision making process. As reviews increase brand trust, an online reputation management system helps hoteliers to monitor real time reviews, act quickly and manage guest satisfaction. Reviews help to Ajay Bakaya
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