(2018年科技與旅遊的交會點)
December 8th, 2017   eHotelier.com by Katharina Sickora

Every day, new and innovative technology is being developed in order to make hospitality an even more exciting, adventurous and tempting industry. In the 21st century, hoteliers have technology at their fingertips and this gives them a world of possibilities – it’s all about digitalisation. Now, it’s all about finding new ways of optimizing the guest journey and making hotels and destinations much more appealing to travellers than they were in the past.
每天都有創新的科技正在發展，而這讓旅館業變得更加令人興奮、具探索性與吸引人的產業。旅館業者在二十一世紀有垂手可得的科技，並讓他們開啟一個充滿可能性的世界─這一切盡在數位化。現今，這些數位化科技全都在探尋能讓顧客行程更理想的新方式，並且讓旅館酒店及旅遊目的地更能比以往吸引住各地旅人。

Since we are peeking into a brand new year, let’s get some insights into the technology trends that will impact 2018 the most. After all, the key to success in any business, but especially in hospitality, is to be one step ahead at all times. Make sure that you are prepared for what’s to come and make the most out of what technology throws your way, in order to appeal even more to your guests and make things easier and faster.
既然我們正試著一探嶄新的一年，那就讓我們先了解最能影響2018年的科技趨勢。畢竟，任何事業的成功關鍵，尤其在旅館業，就是永遠保持領先一步的態勢。確保自己能對所要面臨之事做好準備，並且善加利用所遭遇接觸的科技產品，讓自己得以吸引更多的顧客，而且讓事物處理更簡化及更快速。

From virtual reality to artificial intelligence, here is a break down of the most hyped tech trends of 2018.
從虛擬實境到人工智慧，以下是2018年最火紅的科技趨勢的分述說明。

Virtual reality – Necessity or luxury? (虛擬實境─ 必需或高檔服務？)

VR has a huge potential for hospitality and travel. Today’s traveller has been there and done that and especially the younger generations, being born in the technological era, are pretty jaded.
虛擬實境對於旅館業及旅遊有極大的發展潛力。現今的旅行人士已有經驗且實際操作過，尤其是出生於科技時代的年輕世代甚至覺得有些膩。

Virtual reality, though, is something that has the power to arouse the imagination and awake the wanderlust in most travellers. Although it’s not the most recently developed technology, VR is just starting to be actually implemented in businesses and hotels.
不過，虛擬實境有辦法引發大部份旅行者的想像力及喚醒其旅遊癮。雖然虛擬實境並非最新近發展的科技，但它也才正要開始在商業與旅館領域應用。

Why follow this trend, you may ask? Well, it’s important to know that the majority of consumers are highly responsive to visuals and VR provides the perfect way of experiencing destinations, hotels, rooms, and views prior to a trip and without the actual commitment. VR is set to a become an innovative and exciting new marketing strategy for hoteliers and, though not mandatory in any way, it can be a way to spice things up and go the extra mile for the guests and their journey.
您或許會問，為何要追隨這項潮流？絶對要知道的是大部份顧客對於視覺之物有高度的回應性，而虛擬實境可以在行程之前提供相當完美的方式去體驗各個旅遊目的地、旅館酒店、客房及視野而無需實地接觸。對於旅館業者而言，虛擬實境正要成為一項創新及令人感到興奮的新行銷手段，即便不全然是必要的，但它會是為客人及其旅程中增添情趣風味與更深度服務的方法。

(這可不是玩遊戲，而是真正地進行體驗與行銷萬豪酒店集團旗下品牌據點)

Voice-activated devices – How to “Alexa” (聲控裝置- 該如何操作亞馬遜語音助理Alexa)

According to Forbes, voice search is one of the top travel trends of 2018. Just like VR, voice-activated devices do pose a certain challenge, being a rather new concept on the market, but so far, so good. Consumers all over the world seem to be relying on these type of devices more and more every day, for one simple reason: they make everything easier, faster and they definitely ease operations. What Siri started doing for iPhone users a few years back has transformed into an entire industry, focused on devices such as Amazon Echo.
根據富比士財經雜誌的報導評論，語音搜尋會是2018年主要的旅遊趨勢之一。如同虛擬實境一樣，聲控裝置確實帶來一定程度的挑戰，即消費市場上相對新穎的概念構想，然而目前看來還算可以。全球消費者似乎日漸依賴這類型的裝置，只為了一個簡單的理由：這樣的裝置讓一切事情更加輕鬆簡便且快速，而且也確實減輕操作上的困擾。幾年前iPhone使用者開始能使用語音助理Siri，這樣的技術使得著眼於聲控裝置如亞馬遜Echo的科技產業產生轉變。

With this in mind, we recently combined our direct messaging feature with Amazon Echo’s “Alexa”, which helps hotels meet the needs and expectations of the modern guest. Travelers can now talk to Alexa in their own hotel room, through the Amazon Echo devices and they can easily communicate with staff, in the new and improved way: hands-free and voice-controlled. The Acme Hotel in Chicago is the first one to implement our solution and their guests can ask “Alexa” questions, revolving around ACME’s Free Morning Joe coffee service, setting alarms, as well as information about the weather and traffic.
有鑒於此，筆者自家公司近來建議把直接傳訊的特色服務與亞馬遜Echo聲控裝置的「Alexa」語音助理結合，而這能讓旅館酒店能符合現代顧客的需求與期望。現今旅客能夠在客房內以亞馬遜Echo語音裝置直接跟語音助理 Alexa對話，而且能以新穎且進化的方式輕鬆地跟旅館工作人員聯繫：既不用手操作而且是聲控的。位於美國芝加哥的The Acme Hotel是筆者自家公司建議運用此解決方案的首家酒店，其住客能詢問 Alexa 有關於酒店館內的免費早晨咖啡服務、設定鬧鐘以及關於天氣與交通狀況等資訊。

圓山大飯店的谷歌語音管家系統(圖片來源 : 中時電子報 & 圓山大飯店)

Artificial intelligence – Replacing traditional customer support? (人工智慧 ─ 會取代傳統顧客服務？)

Another key trend that will mark the year of 2018 is artificial intelligence. Operations that, up until recently, required human interaction and the time-consuming ability to learn, can now be replaced by an automated form of intelligence. There’s no doubt that computers are the future in this regard since they can be store a large variety of data and even mimic human behaviour, as in the role of chatbots. Such features are more than appealing for the hotel industry, which relies heavily on customer service and guest satisfaction.
另一個代表2018年的主要趨勢是人工智慧。一直到近期，原本需要人際互動與耗時的學習能力之旅館營運如今能夠用人工智能的形式所取代。無庸置疑地，電腦運算處理在這方面是未來的發展趨勢，因為它們能夠儲存各種龐大繁雜的數據，甚至能模仿人類的行為模式，比方像是聊天機器人的角色定位。對於旅館產業來說，如此的特性十分吸引人，因為該產業相當仰賴顧客服務以及顧客滿意度。

It is still questionable if the actual human interaction will ever be completely replaced, but artificial intelligence is certainly welcomed when we’re talking about basic customer support, general questions, different time zones. AI requires an investment, no doubt about it, but in the long run, it can end up by saving hoteliers’ money. By using a cost-effective, fast and 24/h type of customer support tool, such as a chatbot, guest satisfaction is guaranteed. It’s easy to see why AI is one of the most important travel trends of the moment and why it will continue to be so.
現實的人際互動是否會完全被人工智慧所取代仍舊存疑，然而人工智慧在基本顧客支援服務、常見問題與不同時區等面向的確相當受到歡迎。人工智慧需要資本投入，這是無庸置疑的，然而在長期的應用之下，它能為旅館業者節省成本。藉由運用成本效益高、快速、24小時無休的客服工具，如聊天機器人，顧客滿意度是可以拍胸脯保證的。顯而易見為何人工智慧是現今最重要的旅遊趨勢之一並且還會持續下去。

(圖片來源: https://www.techpillar.com/build-chatbot-using-facebook-messenger-platform )

Internet of Things – Seamlessly connecting devices (物聯網 ─ 無縫串連眾多裝置與設備 )

It has been said that the internet of things technology has the potential to impact the travel industry in a great (and positive) way. Every day, sometimes even without noticing, we rely on our devices. We go on a vacation, we need our phone for a multitude of reasons. We take a business trip, we bring our tablets along. We enjoy a city-break, but not without relying on our smartphones to give us directions. And all of these devices, paired with the power of the internet, can work together to make our stay in a hotel more enjoyable than ever.
有人說物聯網的技術有潛力以重大且正向的方式去影響旅遊產業。我們每天，有時甚至沒意會到，十分依賴我們的行動裝置。我們去渡假時，我們會為了許多的理由而需求使用手機，而在出差時，我們會帶著平板電腦隨行。我們喜愛在城市休憩，但卻不能不依賴我們的智慧手機幫忙指引方向。這所有搭配網路的行動裝置能共同運用讓我們在旅館住宿能較以往更加地愉快。

Hospitality noticed this instantly – it has been revealed that companies in the travel industry led all industries in their investment in IoT(Internet of Things). In the year to come, it will be important for hoteliers to focus on integrating the Internet of Things in their establishments, since travellers, and especially, the younger and more tech-savvy ones, will expect this. It’s no longer unusual or unheard of to have the option of controlling the hotel room (the thermostat, the TV), by using your own devices. Efficiency is key in today’s busy world and the faster you acknowledge it, the more it will positively impact your business.
旅館業很快就注意到這個趨勢 ─ 因為我們知道旅遊業的業者引領所有產業投資物聯網。即將到來的一年對於旅館業者來說，聚焦其旅館酒店內的物聯網整合是重要的，因為旅人，尤其是年輕人以及較熟稔科技產品者，會期待這樣的服務。使用自己的行動裝置來控制、調整旅館客房的設備(如：溫度調控裝置、電視等)已不再是前所未聞或不尋常的事情。效率是現今繁忙的世界中的致勝關鍵，如果你能越快承認接受到它，那麼它就會更能為你的事業有正向的影響。

Online Reputation Management – Never growing old(線上聲譽管理 ─ 永遠是趨勢)

One last trend, not only for the year of 2018 but one that will never go out of style, is successful online reputation management. This is one domain that technology has also impacted in hospitality in time and especially nowadays, new and exciting ways of managing a hotel’s reputation arise. From customizable guest surveys to targeted review marketing and direct messaging, there are new platforms that help to ensure a seamless guest experience and an excellent reputation.
最後一項趨勢不光是在2018年同時也不會過時的是「成功的線上聲譽管理」。科技在這個領域同時也影響到旅館業，尤其是在現今，管理旅館聲譽的新穎、令人感到興奮方式出現。從客製化的顧客問卷調查到目標鎖定的評論行銷與直送訊息，這些功能需求都有新進的管理平台幫助旅館業者確保無瑕的顧客體驗及優異的名聲。

About Katharina Sickora

Katharina Sickora is the Senior Marketing Manager at TrustYou. TrustYou has a guest feedback platform that collects and analyzes feedback from over 3 million guest reviews, surveys, and social posts to improve and market hotels to the world.