INDUSTRY WATCH
Morten Illum , VP EMEA of Aruba
( 28 % across all sectors ), these pioneers are successfully delivering new outcomes , such as utilising facial recognition technology ( 49 %), experimenting with live , real-time , multi-language translation ( 45 %) and creating enhanced Augmented and Virtual Reality experiences ( 43 %) as a result .
Step 2 : Analyse data intelligently
Capturing all that data is one thing but being able to act on it is something else entirely . That is why there ’ s a growing role for AI to not only help enhance customer service , provide personalised guest experiences and support brand management – but also to aid IT teams with network troubleshooting and issues resolution to avoid any costly downtime or damage the user experience . As AI becomes more sophisticated and Machine Learning models get access to more and more data , its significance in hospitality will continue to grow .
Step 3 : Store data securely to reassure customers without freezing out further digital innovation .
Aruba believes a Zero Trust approach to security is part of the answer here , but network visibility and device identification also become key – providing a single-pane-of-glass view of increasingly fragmented networks and giving IT teams the ability to grant differentiated levels of data access according to device or user group ( i . e ., guests or staff ).
Morten Illum , VP EMEA of Aruba , said : “ The pandemic presented endless challenges to the hospitality sector and while there have been pockets of digital innovation and success , many businesses have been unable to test and trial digital advancements , putting them at a disadvantage . Now , they find themselves playing catch up in a new digital-first world . Consumer behaviours , expectations and demands have shifted exponentially and hospitality organisations must demonstrate that they can respond quickly to these new requirements to tempt them back through their doors .
Against the backdrop of rising technology implementation , there ’ s a growing need to police increasing levels of app and device connectivity . And this is causing a headache for hospitality business , with 67 % of decision-makers believing that connecting IoT devices at the Edge would make their business more vulnerable . It will be critical for hospitality organisations to put the right solutions in place to ensure they lock down their data enough
“ They have a tremendous opportunity to make changes now to provide superior services in the future . But to do this successfully , they must get a handle on the information flow in and out their systems . That is why it is critical that the sector evolves its network capabilities to ensure it has the infrastructure and solutions in place to support the next-generation technologies and experiences that will define their organisation ’ s Digital Transformation in 2021 and beyond .” p
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