I am Mateo Bolivar, 23 years old, and Colombian. I have spent 7 years building technology companies and 5 focused on the hospitality sector.

From a young age, I decided to commit to building a digital future in various industries, but the one that stole my attention was hospitality. Along with my team and thanks to the insights of dozens of hoteliers, we have built a comprehensive product that seeks to democratize access to high-quality technology for hotels around the world.

Contler wants to change the game rules so that hotels can leverage technology to build the future of their establishments. If you want to know more, I invite you to contact me, but now; let's dive into hotel digitalization.

In a world where 80% of trips are planned, booked, and managed entirely online, hotel digitalization is not just an option; it's a necessity to stay competitive. In other courses, you've probably explored the importance of your hotel's website and the connection with OTAs, among other room-selling processes. This part is well known by most, and I suppose many of your hotels already have it optimized. 

However, I would bet that 90% of the hoteliers watching this course still handle guest requests in the same way as it was done 20 or 30 years ago: room service orders through the room phone, requests noted in a notebook, spa bookings on an Excel sheet, and tourist recommendations in a printed brochure. If the entire process of marketing, selling, and booking occurs digitally, why take a step back when the guest arrives at the hotel? 

The digitalization of the guest experience is fundamental and must be comprehensive, not just limited to the hotel's website or booking engines. Guests are used to digital, having everything they need in the palm of their hand. Make sure their stay at your hotel isn't a step back in their habits and customs. 

The complete digitalization of the guest experience is key to improving their satisfaction, increasing internal sales, reducing costs, and optimizing operational flows. For example, major hotel chains are adopting digital check-in processes to save time for both guests and receptionists. On the other hand, some luxury chains are developing their own apps as a kind of "digital concierge" so that guests can communicate their needs easily and quickly, in addition to acquiring more services during their stay in an intuitive way.

Consider the case of a hotel in Singapore, which, after implementing a simple request reporting solution, reported a 30% increase in customer satisfaction and a 15% reduction in operational costs thanks to improved resource management efficiency. On the other hand, I always love to tell the story of a hotel in Colombia, with whom I have had the opportunity to work closely. I'm talking about a hotel that, by simply implementing a digital menu, achieved an increase of more than 70% in its Room Service sales. 

As we have seen, digitalization not only improves operational efficiency and the customer experience but also drives the economic growth of the hotel. In the next module, we will delve deeper into the essential digital tools that every hotel should consider to begin its digital transformation.

Let's start with the heart of hotel operations: the Hotel Management System, or PMS, and Point of Sale systems, known as POS. These tools are essential, managing everything from reservations to financial transactions to ensure daily operations run smoothly. They are often defined as the backbone of the hotel. There are all kinds of PMS for all budgets, so look for the one that best suits your reality and can provide the most support in your region.

We know that PMS and POS are the minimum, but we can't expect to stand out when we just meet the standard and nothing more.

There are dozens of tools you can use: digital locks, contactless check-in systems, chatbots, digital menus, internal reservation systems, internal task managers, or custom apps for your hotel. However, you may not need all of them, or they may not all work for you.

Now you may wonder: how can I identify those areas? How can I make my guests' experience unique and seamless? Think about the repetitive or tedious tasks that your guests and employees perform daily. What flows do you receive the most complaints about or where do you feel you are not efficient enough?

Things like booking a table for dinner, requesting room service, asking for a towel, or asking for tourist recommendations: these are perfect points for digitalization.

Suppose you have few staff at the reception, but the phone is always ringing with guests making requests for their room. Perhaps they need amenities, towels, maintenance, or some kind of assistance. It's very likely that, at times, no one answers the phone, or when they do, they neglect the guest who is physically there. This translates into a negative service experience.

What solutions can you handle?

The traditional option might be to hire an extra person charged solely with answering the phone and channeling the requests.

A basic digitalization option might be to enable a WhatsApp line specifically for internal requests. With this, you no longer have to answer the phone, but you still have a track of what the guest asks for. However, it may have its disadvantages by seeming unsophisticated or a bit impersonal. Plus, the request should still reach the responsible department, which will take some of the receptionist's time to redirect. On the plus side, it's completely free and better than the current state.

Alternatively, you could have an app that separates each request by modules and frequent options, allowing the guest to ask for what they need with a few clicks and, behind the scenes, it reaches the department in charge. It might require an initial investment, but in the long run, it will reduce various costs for your hotel and is a very comfortable experience for everyone.

Another approach could be having a tablet or phone in each room to channel the requests, if what you desire is for your guests not to use their own phone, but everything to be provided by you. This provides a luxurious experience, but at the same time is impractical and quite costly.

We could do the same example with every internal headache you have, to evaluate options and select the one that best fits what you need.

Each hotel has its own requirements and limitations, and while some solutions may be ideal for some, others might benefit from a different approach. The important thing is to choose a tool that not only suits the operational needs of the hotel but also meets the guests' expectations.

If you have few rooms, perhaps digital check-in won't transform the guest experience as much as if you were a hotel with more than 200 rooms with long lines at the reception.

Ultimately, digitalization is about improving the guest experience and optimizing your operations, without making things more complicated than they should be. In the next module, we'll delve deeper into how these tools can truly elevate the service you offer.

When something is not easy, we tend to avoid it. Take room service, for example. Sales have drastically decreased in many hotels, not because the food is of lower quality, but because services like Uber Eats or Rappi offer a more convenient way of ordering food. If our services do not offer comparable ease, we are leaving the door open to losing those potential sales.

A digital menu, with quality photographic material and other value-added elements, can boost your internal sales. By leveling the playing field with your external competition, you ensure you don't fall behind in this transition to digitalization.

By digitalizing, we can maximize personalization of the customer experience, anticipating their needs and preferences, and offering them exactly what they want in a convenient and attractive way.

Technology allows us to conduct promotions and cross-sell more effectively. A hotel app can automatically suggest to guests to try the spa or book a dinner at our restaurant, tailoring the suggestions to their preferences and previous behavior.

When your services are digitalized, it’s easier to offer them. Spa promotions for couples, discounts on the liquor menu—all clear, intuitive, and transactional. It’s proven that an advertisement is more effective when it has a call to action, a direct way to perform the desired action. You can print brochures with the spa's service portfolio, but if booking them requires the guest to move or make too much effort, they will likely lose interest compared to if they can book in a couple of clicks.

With the data collected, we can create targeted and personalized offers that increase the likelihood of acceptance, adjusting to our guests' habits and preferences in real-time.

Once you know what they ask for, what they don’t ask for, and when they ask for it, you can make strategic decisions to boost your sales. If the only time you see it is in a quarterly report, you will have missed many opportunities for action.

Digitalizing means making life easier and more enjoyable for our guests, transforming how we create value both for them and for our business. Next, we’ll see how to improve communication and operational efficiency through technology.

Welcome to Module 4! Today we will explore how digitalization not only improves our internal communication but also transforms how we interact with our guests, managing their expectations from the moment of booking until check-out.

In the digital age, guests expect quick and efficient responses. Tools like messaging apps, chatbots, and digital communication platforms allow us to provide just that, ensuring that every interaction is as efficient as personal. Technology gives us the opportunity to deliver exceptional experiences, where speed and accuracy are key to achieving customer satisfaction. Moreover, guests are already accustomed to the speed of digital services in their everyday lives, which raises the expectations they have of hospitality services.

Digitalizing communication helps us manage expectations proactively. From offering early check-in through an app to sending notifications about special events and services at the hotel, every step we take is designed to maximize guest satisfaction. Anticipation is one of the best ways to provide a memorable and enjoyable experience. For example, by sending an email or a text message before their arrival with check-in information, we can help guests plan their stay more effectively and reduce any potential anxiety.

Implementing digital tools also means reducing errors. By digitalizing processes such as service reservations and complaint management, we minimize misunderstandings and improve the accuracy of our service. Additionally, these tools allow us to customize the service for each guest, resulting in memorable experiences that create loyalty and good reviews. Having all the data in one place, we can quickly identify guests' preferences and tailor our offerings to their needs.

Real-time communication is not only convenient but also essential for adapting to the dynamic needs of our guests. With the help of technology, we can answer their questions and solve their problems almost instantly. Immediacy becomes a fundamental part of our value offering and allows us to provide highly personalized service. Furthermore, real-time communication enables guests to receive up-to-date information, such as changes in event schedules or special promotions, which further enhances their experience.

By improving our communication through digitalization, we are not only elevating the guest experience but also optimizing our internal operations. With the right digital tools, we can more accurately track interactions with guests, detect trends in common complaints, and adapt our operations to improve service. The resulting efficiency helps us provide a more agile and customer-oriented service, resulting in happier guests and smoother internal operations. For example, data collected can help identify peaks in demand, allowing staff to better prepare for busier times.

Additionally, digitalization can offer benefits beyond operational efficiency. It allows for better integration of different hotel departments, facilitating internal communication and enabling everyone to work together towards a common goal. For example, if the cleaning team knows that a guest has requested an additional pillow

, they can ensure it's in the room before the guest returns. This coordination between departments elevates the guest experience to a higher level.

In the next module, we will see how these improvements impact our brand perception and customer loyalty.

In the digital age, personalization is not just an option, it's an expectation. Using technology that adapts not only to functional needs but also to the personal preferences of our guests demonstrates an effort to offer tailor-made solutions. This not only enhances the user experience but also strengthens the image of our hotel as a brand that values and understands the individuality of each guest. Personalization can range from service recommendations to room settings, showing that we strive to provide a unique and meaningful experience for each customer.

The quality of the solutions we implement speaks directly to our hotel's standard. Opting for cutting-edge technologies and well-designed user interfaces ensures functionality while also conveying a message of luxury and exclusivity. These solutions should be intuitive and user-friendly so that guests feel they are interacting with technology that makes their lives easier, rather than complicating them. An efficient and well-designed system reflects the hotel's commitment to excellence and sophistication.

Actively promoting our technological initiatives through all communication channels enhances brand awareness and highlights our commitment to innovation. This not only attracts new guests but also builds lasting loyalty among current ones. It's essential to highlight these efforts on the hotel's website, on social media, and in direct communications with guests, so everyone is aware of the improvements we are implementing and how they benefit their experience.

Measuring the impact of our technologies and making adjustments based on real guest feedback is crucial to ensure that our solutions not only remain relevant but continue to improve. This reflects a constant commitment to excellence. Post-stay surveys and online reviews provide valuable information about areas that need improvement. Additionally, analyzing data generated by digital systems allows us to identify patterns and adjust strategies to enhance customer satisfaction.

Incorporating technology that reflects personalization, quality, and luxury not only transforms the guest experience but also cements our reputation as leaders in modern hospitality. By following this approach, we position our hotel as a superior choice for travelers seeking a unique and sophisticated experience.

In the next module, we will conclude our journey by exploring how to practically implement these digital solutions, with concrete examples of technologies that can elevate our guests' experience and improve our operations.

Throughout this course, we have explored how digitalization enhances hotel operations, from personalizing the customer experience to optimizing communication and increasing internal sales. The key is to ensure that each technological solution is not only functional but also deeply personalized to reflect the needs and character of your hotel. This means understanding the expectations of your guests and the unique dynamics of each establishment to select the appropriate technology.

Implementing technology that fits your establishment doesn't have to be a challenge. For example, at Contler, we have worked to ensure that our platform can be fully adapted to the specific needs of your hotel, integrating all the concepts we have discussed. This allows hotels to implement digital solutions without disrupting existing operations or complicating workflow.

When looking for the ideal solution for your hotel, I recommend considering options that offer total flexibility and customization. Contler is one of those solutions, designed to make digitalization accessible and tailored to your specific needs, ensuring that implementation is straightforward and hassle-free. Technology should make life easier for both guests and staff, enhancing operational efficiency and providing an exceptional experience.

Thank you for joining me on this journey toward hotel digitalization. I encourage you to assess your needs, consider the available options, and choose a solution that truly elevates your establishment. Technology can transform the guest experience, but only if it's implemented correctly and with a clear purpose. I hope you find in Contler the perfect partner for this transformation. Go ahead and transform your hotel into a leader in digital hospitality!