MADRID, Jan 21 (AFP): A hotel room automatically adjusting to the tastes of each guest, virtual reality headsets as brochures: the tourism sector is starting to embrace new technologies, hoping to benefit from lucrative personal data.
In a prototype of the hotel of the future on display at Madrid's Fitur tourism fair, receptionists have disappeared and customers are checked-in via a mirror equipped with facial recognition.
Once the client is identified, the room adapts itself automatically to all demands made at reservation: temperature, lighting, Picasso or Van Gogh in the digital frames hanging on the walls.
"Technology will allow us to know what the client needs before he even knows he wants it," says Alvaro Carrillo de Albornoz, head of Spain's Hotel Technology Institute, which promotes innovation in the sector.
Some hotels already offer such experiences at a more basic level.
But the room prototype put on show by French technology consultancy Altran, aimed at luxury hotels, has incorporated cutting-edge speech recognition technology, allowing for instance a guest to order a pizza in 40 languages.
"Even the lock is intelligent-it opens and closes via the WhatsApp application on the client's phone," says Carlos Mendez, head of innovation at Altran.
The mattress is equipped with sensors and records the movements of those sleeping, which could prompt hotel staff to offer them a coffee when they wake up.
Generally speaking, hotels are hoping to use artificial intelligence (AI) to get better knowledge of their clients via personal data provided on reservation or "beacon" technology used once the client is in the hotel or resort.
Restricted in some countries, the latter involves placing a beacon in the hotel that will detect customers' smartphones, meaning they will know how much time they spend in their rooms, for instance, or at what time they go to the pool.
Fed with this data, AI algorithms will get to work, determining what the clients' habits are to lure them back again by offering a tailor-made experience, or sell them additional products.
If the algorithm "knows that when you come to the hotel with your wife, you don't eat at the restaurant but order room service, it will propose a special room menu with a bottle of champagne," says Carrillo.
"But if you come with your entire family, it will propose a reduction on kids' menus."
For Rodrigo Martinez, head of consultancy Hotel Servicers, these technological tools could also help improve hotels' productivity.
