UCSI forum highlights role of technology in hospitality industry

KUCHING: In an era defined by rapid technological advancement, the hospitality industry stands at a pivotal crossroads.
 
Gone are the days of traditional service models; today’s guests crave speed, convenience, and personalisation, all delivered through the devices they know best.
 
By embracing the characteristics and demands of digital natives, the industry can transform challenges into opportunities, ensuring a future where technology and human touch harmoniously coexist.
 
Delving further on this topic, UCSI University on Thursday (Oct 24) hosted a forum titled “Embracing Digital Natives: Leveraging Technology in the Hospitality Industry” at the UCSI Hotel Ballroom here.
 
Moderated by Dr Nor Ashikin Abdul Rahman of Centre for Technology Excellence Sarawak (CENTEXS), three speakers, namely Patrick Lau Nam Soon of Infinite Hospitality, Jordan Anthony Layan of Outclass, and Zulhairunie Bisnu of The Waterfront Hotel Kuching, have been invited to share their experiences.
 
According to Lau, to cater to the needs of digital native guests — those who have grown up immersed in technology — hotels should focus on digital guest experiences, from pre-booking to post-stay.
 
“They (digital native guests) grew up with smartphones and fast internet; they value speed, convenience, and self-service.
 
“Hence, to cater to their needs, the hotels need to include online booking, personalised services, self-service kiosks for check-in, as well as Internet of Things (IoT)-enabled rooms that offer modern features like smart speakers and voice commands.
 
“Additionally, restaurants can use QR codes for digital menus, and guests can easily check out through apps or kiosks,” he said.
 
During the forum, Lau also emphasised the importance of personalisation, reviews, and creating a seamless digital experience to attract and retain this tech-savvy generation.
 
“Leveraging technology in the hospitality industry helps save time and money and enhances guest satisfaction,” he added.
 
In the meantime, answering a question on how the industry is adapting its training programmes to meet the needs of digital-native employees, Jordan pointed out the need for personal touch in the hospitality industry, despite the integration of technology.
 
“Leaders must first set the example by adopting and promoting technological advancements, as seen with AirAsia’s adoption of online platforms and apps.
 
“In case you missed it, Outclass is a new and improved version of AirAsia Academy.
 
“It is the region’s fastest-growing one-stop edutech platform that provides a comprehensive ecosystem to fulfil the education and employment needs of all learners, making them more competitive, marketable, and adaptable for future industrial revolutions.
 
“We encourage our employees as well as the public to continuously learn and adapt through our online learning platform, Outclass.
 
“There is one of our staff, a baggage handler (of AirAsia), who now becomes a data analyst, thanks to this online learning platform.
 
“So, through Outclass, everyone can transition from basic roles to more advanced positions,” he explained.
 
However, Jordan added that to support digital learning and working environments, ensuring seamless access and functionality, companies should provide the necessary tools and infrastructure.
 
According to him, their focus was on redefining learning to empower Asean, making education accessible and relevant across the region, particularly in embracing artificial intelligence (AI), analytics, and digital marketing for career growth and industry development.
 
Meanwhile, stressing out on the challenges faced by the hospitality industry when integrating with new technologies, Zulhairunie said that one of the primary hurdles is the high upfront costs, which can be intimidating for small businesses like theirs — The Waterfront Hotel Kuching — a homegrown one.
 
To overcome this barrier, he said the hotel has implemented a phased implementation strategy, rolling out new technology gradually to manage costs and ensure a smooth transition for staff and customers.
 
“Training expenses also pose a significant challenge where employees need to be brought up to speed with the new systems, which requires time and resources.
 
“To address this, comprehensive training programmes are implemented, empowering them with the skills and confidence to embrace these advancements.
 
“Hence, during the recent National Training Week programme, the hotel has enrolled over 160 trainees, ensuring that they have the necessary resources to adapt to the new system,” he explained.
 
Elaborating, Zulhairunie said that another critical issue during technology implementation was change management.
 
He said that resistance from employees and guests was common, especially when they were accustomed to the existing system.
 
To overcome this, he said the hotel has actively engaged their teams in the change process and ensured agreement from all sides.
 
“Integrating new technology with existing systems is another complex challenge. The hotel uses its own customer system, which works after a while.
 
“To navigate this, power compatibility testing is performed before full implementation to avoid disruptions and ensure a smooth integration,” he said.
 
One more challenge, he said, was the lack of adoption by employees or customers, which could hinder the success of technologies.
 
Hence, he said that it was crucial to educate both their staff and guests about the benefits of these advancements, highlighting how they enhance the experience and improve efficiency.
 
“By embracing phased implementation, investing in comprehensive training, engaging teams, ensuring robust data security, performing compatibility testing, and promoting the benefits of new tech, the hotel can overcome these obstacles and revolutionise the hospitality industry,” he noted.
 
All in all, the future of the hospitality industry hinges on its ability to embrace the needs and expectations of digital natives while navigating the challenges of integrating new technologies.
 
Hotels must adapt by offering seamless digital guest experiences, equipping their workforce with the right skills, and addressing the infrastructure and cost barriers that come with such advancements.
 
Ultimately, the hospitality sector has the opportunity to redefine itself — where technology amplifies human touch and efficiency and experience go hand in hand.
 
The event continues Friday (Oct 25) with more engaging topics related to the hospitality industry.