Friday, August 12, 2016

When new technologies dehumanize stays … – Les Echos

It takes one week to live the experience of foster boy in a Latin Quarter hotel to understand the changes in the hotel industry and its relationship to its urban environment. Yesterday, the American tourist was reading Hemingway, Italian thrillers Enrico Pandiani, before deciding to buy a guide to Paris and take boat, plane or train to converge on Paris and its mythical quarter, the existentialists of Notre Dame, the Sorbonne, the Pantheon and other sites.

During this hosting experience early August in a two star behind the Boul’Mich among clients, a Swiss came to recover the memories of his philosophy during the Sorbonne, a mother from Rome accompanied her daughter enrolled at Sciences-Po in search of a Parisian apartment and a Danish poet 20 years wanted him to live as in the walls that housed one day Arthur Rimbaud.

For these customers like the other, to the home of the hotel, the demand for human contact was natural. But for them and for others, there is no exchange with the landlord to live a moment of memory area, the digital transformation of Parisian hotels is worrying.

The attention of visitors captured by gadgets

Scanning forced march of tourism services, ranging from reservation on American platforms (like Airbnb) followed the customer’s navigation on smartphones and tablets to installation in rooms with digital-consuming offers a precedent dehumanization of tourist stay. Worse, the strong trend of home automation equipment hotel rooms increasingly powerful goes against the symbolic idea of ​​travel.

About Airbnb
& gt; Airbnb only paid 69,000 euros in taxes in France last year
& gt; Airbnb will build its own housing

Since more we capture the visitor’s attention by gadgets in the rooms, the more he nibbles his agenda and his time of discovery of the territory which he made so many kilometers. Edmond Chaboche pioneering startups computer in the early 80s, and has made the career of those many leaders of the current Internet, think the hotel should take control of the digital relationship with its customers.

According to him, “we must not accept the inevitability of seeing encumber the addition of each client by the percentage of US platforms online booking and agree not become a simple room key distributor. It is necessary that the hotel innovates and starts selling derivatives digital products. “

Two designs for hotel

derivatives digital products does not mean cloistered through digital tourists or other visitors in a hotel room. But offer commercial and cultural services that will allow it to navigate physically in an urban area to a unique experience. The hotel industry is thus at a strategic crossroads for its future.

There are professionals, with millions of digital investments, think that salvation is in the development platform on the web to capture the customer from his research information for his trip and digital equipment for hotels. For others, the customer experience via the receptionists and the urban environment of the facility and the best return on investment in a country like France, where each town center holds a plurality of memories and heritage.

In early August, the client from Switzerland was pleased to learn that the streets of the small hotel where she was staying is named Victor-Cousin, top reformer of education philosophy in high schools and teacher of Honoré de Balzac.

As for the Danish poet 20 years, having crossed the door of the hotel as a pilgrim for the blessing of an ancient mythical client, Arthur Rimbaud was keen to talk about he felt. Through these real customer experiences, human, it appears that neither platforms nor US web sprawling groups of the hospitality industry can offer. We must reflect on how far we must not go …

Nidam Abdi is a senior consultant in innovation and business intelligence (EcoInnovatio)

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