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| (圖片來源: https://applealmond.com/posts/10240 ) |
*筆者：工業4.0 開啟了製造業的新型態智慧工廠與工業化基準，而在近年人工智慧發展下，憑藉著「機器視覺」、「深度學習」的技術，演算分析大數據，讓科技層次更加提昇。當我們驚訝於DeepMind所設計出人工智慧棋手打遍天下無敵手，使用 iPhone把玩Siri語音祕書，而電商與車商積極開發無人車，究竟這股人工智慧的浪潮對於全球旅館業有何影響？
當今年的台北國際旅遊展論壇大談南向政策時，而會展現場搶錢搶得兇之際，早幾天開展的ITB Asia 則已邀及IBM亞太區高階主管談論人工智慧目前的發展趨勢以及對於旅遊觀光業的影響。坦白說，人工智慧(AI) 對於旅館業而言，仍是相對新穎的科技，但後續的發展潛力與效能，值得花費人力、物力與財力去研發(或是專業公司協助)，而本文雖是有業配文的性質，但所提出受AI影響的五種旅館行銷面向，多少仍有參考價值。
有人會覺得旅館業首重於人與人之間的實際互動，為何還需要人工智慧這項科技，但實際上很多龐大資料的歸納整理與推演至未來預測(比方如年度預算規劃、行銷計劃等)，若有人工智慧的協助，將有助於縮短原本所應耗費的時間與人力物力，而且人類腦力或經驗所疏漏與未見之處，可由人工智慧所補足，又或者是日常工作的瑣事可因人工智慧而得以簡化或減輕工作量(其實不見得要把每件事都搞得很複雜也是其中之一 XD )。省下來的時間？當然是陪陪每位尊敬的客人，至於奧客嘛…. 就專心跟你鬥囉~~ XDD (撒粗鹽跟豆子會比較快解決嗎? →大笑 )
Five ways artificial intelligence is transforming hotel marketing
Artificial intelligence is enabling the hotel industry to do incredible things. From creating hyper-personalized guest experiences to identifying unrecognized revenue opportunities, AI empowers innovation and growth by distilling information and deducing patterns into actionable insights.
人工智慧(artificial intelligence, 簡稱AI)能讓旅館產業達成難以置信的事情。從建立個人化的網路科技體驗到判定未明的營收契機，人工智慧能藉由擷選資訊，並將相似模式演繹出有價值與可操作的有用訊息讓公司有所創新與成長。
At Cendyn, we help hotels apply this technology to the far corners of their organizations. With an AI foundation, hotel marketers can make better decisions, faster, even automatically, for the betterment of guests and the business. As such, here are five ways we’re seeing AI transform hotel marketing:
Cendyn公司能協助旅館酒店業者使用此科技至其企業體各據點。憑藉著AI的基礎，旅館酒店的行銷人員能在顧客及生意的改善上做出更快更佳決策，甚至是自動反應。職是之故，我們可以見到人工智慧在轉變旅館行銷的五個面向：
Data-driven marketing (數據取向的行銷)
數據已轉變旅館業的基礎。旅館經理人現今已能夠將顧客檔案劃分至無數個程度，並建立起住宿客人的全面性概念。同時，經理人能夠追蹤顧客的習性嗜好與偏好和任何一個不明的營收契機與途徑，以達成更強化的酒店忠誠度 ─ 這一切都在數據當中。
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| 聊天機器人(Chatbot)為人工智慧下的產物 (圖片來源: https://www.entrepreneur.com/article/296358 ) |
Adaptive upsell offerings (適應性的增銷優惠提供)
Understanding a guest’s preferences and buying patterns is not unlike predicting a stock price. Artificial intelligence engines not only unlock the future with past data but create feedback loops so those improvements always build on themselves.
了解顧客偏好與消費模式就像是股價預測一樣。人工智慧的引擎不只能用過去的資訊開啟未來，也能建立起反饋迴圈，使得改進的工作總能如內建程式一般不斷進行。
No more courting attention with shotgun-approach emails, ads and commercials. Marketers are shifting from a pattern of interruption to weaving offers and touchpoints into the guest’s life on and off property.
再也不要用亂槍打鳥的電子郵件、平面廣告與影音廣告來吸引消費者的注意力。現在的行銷人員正從中斷式的廣告模式轉移至穿插優惠與接觸點於顧客室內外的生活中。
Constantly evolving segmentation (持續性參與顧客屬性劃分)
Each step of the guest lifecycle contains finely-tuned datapoints; reason for travel, booking date, date of last stay, amenity preferences, activity preferences, dining habits, total spend, not to mention personal datapoints like email, address, birth date, education, income, job title, primary language and marital status – even listing them all feels overwhelming. But these pieces fit into one constantly changing puzzle that intelligence algorithms analyze with ease.
顧客生命週期的各個階段都包含著微調的接觸點；旅行目的、訂房日期、最近一次住房日期、酒店設備偏好、活動偏好、用餐習性、消費總額，更遑論個人的數據點如電子郵件、地址、出生日期、教育程度、收入、職稱、主要使用語言及婚姻狀況─甚至全部羅列出來都會令人感到有種舖天蓋地的壓力。不過，這些資訊數據的片段適合此種持續變化的智力遊戲，而智能演算能夠輕鬆分析與破解。
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| 顧客心海底針? 人工智慧可強化實際工作人員的效能，更精準的行銷 (圖片來源: http://www.humanresourcesonline.net/tourism-hospitality-tops-employee-engagement-rankings/ ) |
Enhanced guest profiles (提升顧客個人檔案)
Guest data must go far beyond email, age and address. Central data intelligence warehouses can weave disparate databases and create a “Single Version of Truth,” which includes guest history, value, preferences, behaviour, satisfaction, and intent.
顧客檔案資料不光只限於電子郵件、年齡與地址。中央數據智能倉庫能處理許多迥異的資料庫並建立起「單一事實」，其中包含顧客住宿記錄、價值觀、偏好、行為、滿意度及目的。
Hotel systems for property management (PMS), point of sale (POS), central reservations (CRS), call centre, food & beverage, and spa all contain the data to improve guest experiences and build loyalty.
旅館管理系統、銷售時點情報系統、中央訂房系統、客服中心、餐飲及水療服務等全都包含改善顧客體驗及建立顧客忠誠度所需的資訊。
Customization of the guest experience(顧客體驗的客製化)
Take the confirmation email, a baseline practice for any hotel. Customization is key. “Thanks for your reservation, John. We look forward to seeing you.” But with artificial intelligence engines understanding John’s history, the next time he makes a reservation – without human intervention – that email can read, “Thanks for staying with us again, John. We reserved you a room facing the pool. Click here if you’d like to book a discounted massage at the spa,” and contain images most relevant to John’s lifestyle.
寄送訂房確認函是任何一間旅館酒店的基本實務工作。然而客製化的內容會是項關鍵。一般常見的制式訂房確認函會是「約翰，感謝您的訂房。我們期待與您相見。」，然而憑藉人工智能引擎了解到約翰過往的住宿記錄，並在他下一次訂房時無需實際工作人員的介入，而有以下的信件內容：「約翰，感謝您再次入住本旅館。我們已為您預訂一間面向泳池的房間。請按此連結，若您想預訂我們的水療中心的優惠按摩療程。」隨信再附上與約翰生活型態最相關的圖片。
Interested in learning how Cendyn’s hospitality marketing solutions can help you succeed? Schedule a demo and free business consultation today. http://bit.ly/2zVaGtn
About the author
Nicki Graham is the Senior Marketing & Communications Manager at Cendyn.
派屈克沈的旅館園地 