Creating the ultimate boutique hotel tech stack: Expert insights from Caryl Helsel of Dragonfly Strategists & Kelly Popp of SHR Global
A deep-dive into the hotel tech stack
In an era where technology continues to be a driving force across various industries, boutique hotels are no exception. At the recent Boutique Hotel Owners Conference organized by BLLA (Boutique Lifestyle Leaders Association) in Los Angeles at the Westlake Village Inn, the spotlight was on the evolving landscape of technology in boutique hotels. Caryl Helsel, founder & CEO of Dragonfly Strategists took center stage to discuss an increasingly crucial aspect – the importance of the hotel tech stack. Caryl was joined by panelist Kelly Popp, senior business development director at SHR Group, and moderator Cara Federici, CEO of The Madison Melle Agency. Together, these three women leaders shared their collective expertise, delivering valuable insights into creating the ultimate boutique hotel tech stack.
This women-led session offered a deep dive into the complexities of the hotel tech stack—a critical component in the boutique hotel industry. The tech stack represents a comprehensive collection of technological tools and platforms that boutique hotels can leverage to not only enhance the experiences of their guests but also optimize employee experiences, and improve profitability. The key takeaway from this insightful discussion is abundantly clear: boutique hotels must be proactive in identifying and implementing the right tools to increase operational efficiencies and enhance the guest experience.
Boutique hotels, with their emphasis on personalized service and unique atmospheres, have a tremendous opportunity to stand out and excel in the market. By carefully selecting and integrating the appropriate technology solutions, they can streamline their internal operations, optimize staff performance, and create memorable guest experiences. This proactive approach ensures that boutique hotels remain competitive, relevant, and capable of exceeding the increasingly dynamic and sophisticated expectations of modern travelers.
During this enlightening session, several crucial topics were explored, shedding light on how boutique hotels can navigate the complexities of the hotel tech stack and make the most of it:
DEVELOPING a successful TECHNOLOGY STRATEGY:
Building a strong tech stack starts with the right technology strategy. To develop a successful technology strategy, it is important to start with your vision of the guest and employee experience. Once you identify the journey you want to provide to your valued employees and guests, then the technology can be selected that will support and enhance those experiences. Technology shouldn’t be selected as the next cool cutting-edge toy, but rather with a strategy that delivers the vision to guests and employees.
Choosing partners, not just vendors:
The importance of selecting the right partners, rather than merely vendors, was discussed. This signifies a shift from transactional relationships to strategic partnerships. Boutique hotels should look for technology providers who not only offer solutions but also understand their unique needs and work collaboratively to achieve common goals.
Importance of a fresh perspective:
Guest journey mapping is now embraced by commercial, operational, and IT leaders, not just advertising agencies. It's a comprehensive strategy that maps the entire guest experience, from booking to post-departure, by identifying key touchpoints and integrating technology effectively. Guest journey mapping helps inform technology decisions, ensuring that the right technology is integrated at the right time. It uncovers underutilized or incorrectly deployed technologies, guiding hotels to make the best use of available tools and recommending new technologies to enhance guest experiences.
Key questions in the RFP Process:
The session delved into the Request for Proposal (RFP) process. It highlighted the significance of asking the right questions when evaluating potential technology partners. These questions should revolve around integrations, scalability, innovation, customer support, and how well the technology aligns with the hotel's core values.
Defining hotel goals:
Before implementing a tech stack, it's imperative to define the hotel's specific goals. Different hotels may have varying priorities, whether it's enhancing guest experiences, improving operational efficiency, or boosting revenue.
ROI vs. guest experience:
Hoteliers should recognize that not every technology system will yield an immediate Return on Investment (ROI) in terms of revenue. Some solutions may primarily focus on improving efficiency, which indirectly impacts the guest experience by allowing staff to dedicate more time and attention to guests. This means that while the ROI might not be immediately quantifiable, the value added to the guest experience is significant.
Gradual adoption of technology:
The session emphasized that boutique hotels need not adopt every piece of technology at once. Instead, they should focus on identifying the right tools that align with their objectives. A thoughtful, incremental approach to integrating technology allows for a smoother transition and better alignment with the hotel's unique needs.
Enhancing experiences, not replacing staff:
Perhaps one of the most critical points made was that the purpose of implementing a tech stack is not to replace staff but to facilitate positive guest and employee experiences. Technology should empower staff, allowing them to better serve guests and perform their roles more efficiently. It should ultimately enhance the human touch and personalized service that boutique hotels are known for.
This session provided a comprehensive guide for boutique hotels on how to navigate the world of technology and leverage the hotel tech stack effectively. By focusing on the selection of the right partners, asking the right questions, defining clear goals, and taking a gradual approach to technology adoption, boutique hotels can ensure that technology enhances, rather than replaces, the human touch in their guest experiences, ultimately setting them on a path to success in the ever-evolving hospitality industry.
For more information on the hotel tech stack, download our guide on “Guest Journey Mapping – From an IT & Commercial Strategy perspective.”
Want expert guidance with your hotel’s tech stack?
Contact Dragonfly today!