Purpose

This study is an empirical exploration of the tech-based transformation strategies being adopted by luxury hotels in India to assuage the fear psychosis and restore guest confidence in the context of the COVID-19 pandemic. It sheds light on the “new normal” and its overarching implications for hotel operations from the user experience perspective.

Design/methodology/approach

A mixed method strategy was adopted for data collection. Qualitative data was gathered from a video analysis of two webinars with high-profile panels of thought leaders about the challenges arising from the global health crisis and related post-pandemic recovery strategies. This data has been triangulated with desk research and data collected through an online survey which sought to map guest sentiments with respect to resuming the use of hospitality services and their attitude towards the proposed tech transformation initiatives in the Indian luxury hospitality industry.

Findings

The research data indicates that despite their pandemic-related trepidations, people still have a strong urge to be social and to travel. Technology can play a pivotal role in creating safe spaces for social distancing, facilitating a contactless guest interface to alleviate guest concerns for safe hygiene and rebuilding customer confidence to address the trust deficit.

Practical implications

Hospitality organisations must be discerning in the investments they make in new technology and contactless experiences because hasty investments in extensive automation may be perceived as gimmicky by guests. Intelligent and astute use of technology tools can minimise human error, optimise service efficiency and enhance guest experience through elevated levels of personalised hospitality in luxury hotels by judiciously marrying high touch with high tech.

Originality/value

This study is the one of the first empirical explorations of the tech transformation strategies adopted by luxury hotels in the Indian context in response to the COVID-19 pandemic. It explores their efforts for the continued co-creation of high value experiences based on consumer perspectives, with implications for both hospitality and tourism theory and practice.

中文翻译：

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大流行后的转型压力：豪华酒店的技术转型

目的

这项研究是对印度豪华酒店在 COVID-19 大流行背景下为缓解恐惧心理和恢复客人信心而采用的基于技术的转型策略的实证探索。它从用户体验的角度阐明了“新常态”及其对酒店运营的总体影响。

设计/方法/方法

数据收集采用混合方法策略。定性数据是从两个网络研讨会的视频分析中收集的，该研讨会与知名的思想领袖小组讨论了全球健康危机和相关的大流行后恢复战略带来的挑战。这些数据已经与案头研究和通过在线调查收集的数据进行了三角测量，该调查旨在绘制客人对恢复使用酒店服务的看法以及他们对印度豪华酒店业拟议的技术转型计划的态度。

发现

研究数据表明，尽管人们因与大流行相关的恐惧而感到不安，但人们仍然有强烈的社交和旅行冲动。技术可以在创造安全的社交距离空间、促进非接触式客人界面以减轻客人对安全卫生的担忧以及重建客户信心以解决信任赤字方面发挥关键作用。

实际影响

酒店组织必须对他们在新技术和非接触式体验方面的投资有敏锐的洞察力，因为对广泛自动化的仓促投资可能会被客人视为噱头。通过明智地将高接触与高科技相结合，智能和精明地使用技术工具可以最大限度地减少人为错误，优化服务效率并通过提高豪华酒店的个性化服务水平来增强客人体验。

原创性/价值

这项研究是对印度环境中豪华酒店为应对 COVID-19 大流行而采取的技术转型策略的首批实证探索之一。它探讨了他们基于消费者视角持续共同创造高价值体验的努力，对酒店和旅游理论和实践都有影响。