甲骨文-2025酒店业报告（英文）.docx

current statusfuture usewearable technologyThe benefits of wearables, as just mentioned, are perfectly suited for the hotel industry. Imagine arriving late to a hotel and just wanting to go straight to your room, bypassing the front desk and fetching keycards. At some major hotel chains, guests with wearables can do just that with a simple swipe of their wrists providing access. Westin Hotels, catering to growing public interest in wellness, has provided their own specialized devices to guests: sleep-sensing wristbands to help monitor rest. Wearables also are being used today as a secure payment option - improving quality and speed of service for guests, not to mention avoiding higher-risk transactions with credit/debit cards.hat the guests said:As wearables become more prolific, hoteliers likely will use them as tracking devices to gain invaluable insights about guests' behavior and preferences. For example, hoteliers could monitortheir use of amenities and services, and even keep tabs of purchases. According to hospitalityupgrade , Walt Disney World Resort already uses the technology to analyze guests5 buying patterns, which plays a key role in improving inventory management and reducing waste. Staff-focused wearable technology hasn't been embraced as readily, but its adoption certainly can be envisioned: Forhotel maintenance and hospitality staff, hands-free operation afforded by wearables could improve response time and yield more detailed, record-keeping. Likewise, busy hotel bartenders and waiters could receive notifications via wearables, alerting them when meals and drinks are ready for pickup or when guests need prompt attention. 36% of consumers said wearable technology that allows hotels to recognize guess would enhance the guest experience, 19% would stay more often if offered this service. 32% of consumers said wearable technology that allows hotels to personalize offers would enhance the guest experience, 20% would stay more often if offered this service.Wearable technology source: Brendon Granger, uWhat is the future of wearable technology in hotels?" hospitalityupgrade , (Nov. 6, 2015)cial recognitionBroadly defined, biometrics refers to the use of measurable biological data in technology. It is most commonly applied as a means of identification and access control, and its potentially broad impact prompted a 2016 Juniper Research report to rank it the number one technology to transform ecommerce. Biometrics uses distinctive characteristics, both physiological and behavioral, to identify individuals. Rather than use passwords or tokens to validate identity, biometrics performs that task more securely and effectively by using identifiers such as fingerprints, DNA and retinas. Facial recognition, which is the analysis of facial characteristics, also is a form of biometrics. From fun, social uses such as identifying friendson Facebook to high-level securityand surveillance,facial recognition is fast-becoming a part of the societal mainstream.Hotel operators1 top prediction for biometrics and facial recognition: 74% of hotel operators said automating staff recognition with biometrics would be mainstream or in mass adoption by 2025.Operators1 other top uses for biometrics and facial recognition: Personalizing guest interactionsRoom lock/unlockbiometrics and facial recognitioncontinuedfuturefutureusecurrent Facial recognition, arguably, is an essential technology for hoteliers in pursuit of creating personalized and individualized guest experiences. Solutions exist today that enable hotel status security cameras to identify guests in real time, using facial characteristics previously captured and stored in the hotePs property management system. Such capability yields a variety of opportunities for hotel staff, including providing special services and attention to VIP guests. As for employee management, hotels are readily adopting the use of fingerprints and hand geometry for identification.hat the guests said:Ease of use, faster guest service and improved security all bode well for the adoption of biometrics. It is expected to have a profound impact on commerce, especially in payment authentication. Hotel guests will be able to pay for virtually anything on property in such fashion; theyll ulinkn their fingerprints to a credit card, then pay for services or meals by simply touching a biometric reading device. Already in development, too, are biometric ID systems that will replace hotel key cards. Guests could enter hotels using such systems anywhere in the world and have the property recognize them - and their preferences - based on information registered with their fingerprints. Use of facial recognition likely will become widespread as well. But it will face stiffer privacy concerns. About the topic, U.S. Senator Al Franken cautioned in a public letter: "Unlike other biometric identifiers such as iris scans and fingerprints, facial recognition is designed to operate at a distance, without the knowledge or consent of the person being identified. 62% of consumers said automated recognition using biometrics and facial recognition would enhance their experience, 41% would visit more often if hotels offered this service. 56% of consumers said locking and unlocking rooms using biometrics and facial recognition would enhance their experience, 29% would visit more often if hotels offered this service.Biometrics and facial recognition source: ilTop disruptive technologies in digital commerce for 2016," juniperresearch , (Feb. 9, 2016)virtualrealityA three-dimensional, computer-generated environment that can be explored by an individual, virtual reality still may be best known for its use with video games. But its ability to enable users to manipulate objects or execute a series of actions in a "virtual world” - with special sensory equipment (headsets and data gloves) - has made it an indispensable tool for industry. For nearly three decades, VR has been used for training, especially for dangerous or difficult tasks. Among its earliest applications: Flight cockpit simulators to train pilots. Now, VR is used routinely, from helping surgeons prepare for complex operations to aiding scientists tackle problems involving molecular structure.Hotel operators' top prediction for virtual reality: 68% of hotel operators said virtual reality for staff training would be mainstream or in mass adoption by 2025.Operators1 other top uses for virtual reality: Guest entertainment on propertyMeeting rooms - to see setup stylescurrent statusfuture usevirtual realityAs part of its 'Travel Brilliantly" campaign, Marriott International incorporated VR technology in large booths in New York City, where guests could utransporf, themselves to destinations such as London's Tower 42 or sun-drenched Hawaiian beaches. According to hotelexecutive , the VR experience enveloped participants with sights, sounds, scents and even climate conditions such as heat and mist. The campaign's intent: Connect with and inspire travelers, especially tech-savvy millennials, to book a trip. Similarly, some hotels already are using VR to showcase their property to prospective guests: Imagine experiencing breathtaking views from a hotel balcony or being whisked away on a helicopter tour.hat the guests said:Market researchers are predicting that consumer sales of VR devices may exceed 38 million units by 2020, according to Hotel Business Review. And some think they will become as ubiquitous as mobile devices - perhaps, even given away with cell phone contracts. Such mainstream adoption paves the way for hoteliers to embrace virtual reality marketing, but it will also intensify demand for more innovative and individualized approaches. Still, its promise cannot be ignored. The HBR article cited Don Anderson, managing director of We Are Social Singapore, as saying: "Virtual reality allows marketers to deliver stories and richer content experiences that traditional forms of advertising can't match.n66% of consumers said virtual reality tours of properties during booking would enhance their experience, 45% would visit more often if hotels offered this service. 44% of consumers said virtual reality lounges for entertainment would enhance their experience, 31% would visit more often if hotels offered this service.Virtual reality source: Abi Mandelbaum, "Everything hotels need to know about virtual reality marketing," hotelexecutive A branch of computer science and engineering, robotics deals with the design, construction, operation and application of robots. Popularized by the legendary science-fiction author Isaac Asimov in the 1950s, robots of all shapes and sizes perform countless tasks today, often substituting for humans in industrial manufacturing or dangerous situations such as bomb detection. They can be programmed to perform virtually anytask a human can do, including basic functions such as walking, talking and lifting. The use of robotics is limited only to the imagination, which explains its widespread adoption in commercial fields, domestic environments and military endeavors.Hotel operators' top prediction for robotics:68% of hotel operators said use of robots for check-in and checkout would be mainstream or in mass adoption by 2025.Operators1 other top uses for robotics: Room cleaned by a robotGreeted or served by a robotcontinuedcurrent statusAt the Henn-na Hotel in Japan, arriving guests are welcomed by a hostess who bows and says, “Welcome." But nothing about this scenario is ordinary, because the hostess isn't human - she's a robot. Henn-na executives are investing in robotics now with the long-term objective of having 90 percent of all hotel tasks handled by robots. It is an ambitious goal,and certainly not one that is achievable anytime soon, or even desired, by most hotels. After all, the notion of robots replacing humans isn't wholeheartedly supported by consumers - at least not yet. But some guests are intrigued by or enjoy the novelty, and the potential oflowering labor costs and improving operations means hoteliers will continue to explore the technology.future useFor full-scale adoption in the hotel industry, however, experts say robots will need to be infused with artificial intelligence. According to hospitalitynet.org, some research indicates that the material impact of Al-enhanced automation will affect nearly half of all industries in the next 20 years. For hoteliers, that could mean robots that not only greet guests, but demonstrate the capability to learn their needs and preferences during the course of their stay. The real value of robots likely won't be greater savings or reduced errors; ifs the potential to deliver unmatched experiences that differentiate the hotel brand and increase guest loyalty.、What the guests said:II 41% of consumers said robots being used for cleaning would enhancetheir experience. 22% would visit more often if hotels offered thisservice. 33% of consumers said robots being used for greeting and serving guests would enhance their experience. Only 22% would visit more often if hotels offered this service.Robotics source: Mitrankur Majumdar, ,'Here's how automation is transforming the hospitality industry/' hospitalitynet.org, (April 5, 2016)Hotel 2025 / oracle, com/hospitality16smarthotel designSmart hotel design is a term with broad interpretations, but at its core it means using technology to personalize for the guest every conceivable aspect of the property -from its open space to the products and services it offers. In essence, technology becomes a tool that affords designers the ability to reconfigure everything, from guest rooms to restaurants, to create unique, memorable experiences that travelers can't wait to share with friends - and on social media.Hotel operators, top prediction for smart hotel design: 85% of hotel operators said smart door locks would be mainstream or in mass adoption by 2025.Operators5 other top uses for smart hotel design: Smart temperature and lighting controlsFlexible meeting spacescurrent statusfuture usesmart hotel design-The'home-away-from-home'design philosophy, alreadypopular, is being embraced even more. It is most evident, perhaps, in hotel lobbies, where enhanced technology is streamlining check-in and helping minimize formal, front-deskenvironments. Instead, hotels are opting for living-room settings that invite guests to lounge and relax - as staff, empowered with mobile devices, cater to their needs. In-room design also is evolving as many hotels provide technology upgrades allowing guests to listen or view their entertainment content on mobile devices. Likewise, use of voice-activation technology that can personalize room environments, such as lighting and temperature, is helping produce more simplified rooms with cleaner aesthetics.hat the guests said:The growth in wellness hospitality is bound to make hoteliers reevaluate exterior and interior designs to better accommodate health-conscious travelers. With the explosion in wearable technology, which tracks users' health data, futurists anticipate hotel fitness centers, spas and retreats will be redesigned to promote interactivity with such devices. The escalating emphasis on sustainability also is expected to have a profound effect, likely involving Internet of Things technology that will enable hotel systems to “talk to each othern to automatically improve energy conservation - for example, better water management or use of solar panels. Ultimately, technology-infused design will yield “creative space segmentation," giving guests access to a menu of areas, promoting social encounters as well as peace and tranquility. 65% of consumers said modern hotel designs with smart locks, smart lighting and room controls, audio and video streaming would enhance their experience, 43% would visit more often if hotels adopted modern designs. 59% of consumers said modern hotel designs with more meeting areas, wall TVs, and gaming lounges would enhance their experience, 37% would visit more often if hotels adopted modern designs.Smart hotel design source: "11 innovative hotel design trends to watch for in 2017；' alvarezdiazvillalon , (Nov. 17, 2016)CONCLUSIONThe technologies highlighted in Hotel 2025 will inevitably redefine the hotel industry. But whether they yield success depends upon the ability of operatorsto separate fact from fiction, and apply innovations that produce real benefits for guests - and earn their blessing.In developing guidelines for technology adoption, here are four takeaways for consideration:Technologygreat purpose istograntgueststhe powerof control.Hoteliers, attimes, have been wary of technology, expressing conce