Revealed: How technology is ‘revolutionising’ IHG’s hotel service

IHG is exploring technologicial routes to improve guest experiences across the world

Image used for illustrative purposes only
Image used for illustrative purposes only

The Intercontinental Hotel Group (IHG) has told Hotelier Middle East that it is planning its “next wave” of technology through an attribute based pricing system.

Speaking at the Arabian Travel Market show at Dubai’s World Trade Centre, IHG’s vice president for sales and marketing, IMEA, James Britchford, explains how the group is going to capitalise on the need for technology across the world.

One of the areas set to be explored by the hotel group is a system named attribute based pricing.

“The best analogy that I can give you about attribute based pricing is if you look at what the airlines are doing where they are reclassifying their seats. If you are on an emergency exit seat, you have to pay extra,” Britchford told Hotelier Middle East.

“Our hotels will be able to look at how we price different floors, different rooms, which will add more value to the guest. This will revolutionise how we manage our inventory.”

He added that guests will be able to request what is “important to them” such as a firm pillow or a room on a high floor away from the elevator through the system.

“You can put this into your profile on the app and then you do not need to repeat yourself when you go and stay in our hotels elsewhere,” Britchford added.

The hotel firm also revealed that it is exploring artificial intelligence across the hotel group through a room service robot that is currently being piloted in the USA and China.

Britchford explained that guests can order food through its app which is delivered to a guest’s room without human interaction.

However, he revealed that the group has no plans at the moment to introduce this service in the Middle East.

Last year, the group introduced a global reservations system, IHG Concerto, across more than 5600 hotels around the world.

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