Skift Take
We don't need supersonic travel, robot butlers, or Alexa in every hotel room. Just a few upgrades to improve the experience overall.
Colin Nagy, head of strategy at Fred & Farid, a global advertising agency, writes this opinion column for Skift on hospitality, innovation, and business travel. “On Experience” dissects customer-centric experiences and innovation across hospitality, aviation, and beyond.
To kick off the year, I've already outlined some of the best performers in the space. Now, naturally, a wish-list of things that need to be improved or just need to exist in the world:
An end to the awkward digital adolescence of hotels: Real, actual mobile and digital integration with hotels is needed. The Virgin Hotel Chicago gets it right with their deeply integrated mobile app, and the Icon in Hong Kong gets it right with their pre-checkin on-boarding. But a surprising amount of top-tier hotels have strained digital and mobile strategies, and it is odd how long it has taken them to fix this.
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