DIGITAL TRANSFORMATION OF THE HOTEL INDUSTRY

Tijekom posljednjih godina neizmjerno se promijenio način na koji se konzumiraju hotelske usluge. Zbog razvijanja očekivanja kupaca, inovativne tehnologije i velike konkurencije hoteli su prisiljeni pružiti potpuno jedinstveno i personalizirano iskustvo putem nove digitalne tehnologije i putem mobilnih uređaja kroz personaliziranu hotelsku aplikaciju. Uz pomoć digitalizacije hotelskih procesa hotel sada može komunicirati s gostom na različitim dodirnim točkama tijekom boravka u svako doba. Uz pomoć napredne tehnologije gosti mogu dobiti odgovor na bilo koje pitanje i to 0/24, 365 dana u godini. Glavna potreba današnjeg gosta je biti zadovoljan uslugama koje hotel pruža. Proces rezervacije mora se izvršiti brzinom svjetlosti, treba biti jasan i jednostavan, doslovno u pokretu. Novi digitalni alati sa svojim impresivnim mogućnostima savršen su pomagač za postizanje ciljeva u hotelijerstvu, a to su zadovoljenje potreba gosta, stjecanje lojalnosti i profita. Novi alati osiguravaju lakoću rezervacije zahvaljujući umjetnoj inteligenciji putem koje se hotelsko osoblje zamjenjuje ''digitalnim osobljem'', a na taj se način sprječava čekanje u redovima kod prijave, odjave, plaćanja i ostalih usluga. Razvoj digitalizacije konačno je dosegnuo razinu na kojoj se uistinu može postići isplativost i održivost hotelske industrije.In recent years, the way hotel services are consumed has changed uncertainly. Due to the development of customer expectations, innovative technology and high competition, hotels are forced to provide a completely unique and personalized experience through new digital technology and mobile devices through a personalized hotel application. With the help of digitization of hotel processes, the hotel can now communicate with the guest at various points of contact during the stay at any time. With the help of advanced technology, guests can get an answer to any question, 0/24, 365 days a year. The main need of today's guest is to be satisfied with the services provided by the hotel. The booking process must be done at the speed of light and it should be simple and unique. New digital tools with their impressive capabilities are the perfect helper to achieve goals in the hospitality industry, which are to meet the needs of the guest, gaining loyalty and profit. The new tools ensure ease of booking thanks to artificial intelligence, which replaces hotel staff with "digital staff", thus preventing queues for check-in, check-out, payment and other services. The development of digitalization has finally reached a level where the profitability and sustainability of the hotel industry can truly be achieved