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U no hotel room is automatically customized to the tastes of the client, the virtual reality goggles as brochures : the new technologies emerging in the tourism sector, which hopes to take advantage of the gold mine of personal data.

In the hotel of the future, more of a receptionist, but a mirror of facial recognition. Once the client is identified, the room instantly adapts to all the wishes made during the reservation process : temperature, light atmosphere, Picasso or Van Gogh in the digital photo frames hung on the walls. “Even the lock is smart : it opens and closes via the application Whatsapp the phone of the customer,” explains Carlos Mendez, head of innovation at the technology consultant French Altran, which has its prototype this week at the international tourism fair Fitur, in Madrid.

If some hotels already offer versions in more basic, this room, designed for luxury hotels, integrates the latest advances in the field of speech recognition, for example, enabling the customer to order a pizza in 40 languages. The mattress, equipped with sensors, which records the slightest movement of the sleeper, eventually allowing the hotel to offer her coffee in the morning. Behind the appearance of a gimmick, the artificial intelligence promises to hoteliers knowledge extremely intimate to the client.

“The technology will allow us to understand the needs of the client before he is himself aware of this”, explains Alvaro Carrillo de Albornoz Braojos, director of the technological Institute hotelier. A knowledge forged through to the personal data provided when booking via the internet, but also once the client is in the hotel, thanks to the technology “beacon” – more or less permitted depending on the country, a tag that allows you to detect the location of smartphones in the institution or in the city.

algorithms well-informed

Fed by these data, the artificial intelligence algorithms to identify the habits of the customer, to build loyalty by providing him with a home, or sell him additional products. If the algorithm “knows that when you come with your wife to the hotel, you don dînes not at a restaurant but orders to have dinner in your room, he will propose you a special menu in the room with a bottle of champagne. But if you come in the family, it will offer you a reduction on the child menus,” commented Mr. Carillo. In addition, these technological tools can help to improve the productivity of the hotel.

“All purchases can be automated. For example, if there is a massive arrival of the British, the system knows that he will have to order more bacon”, affirms Rodrigo Martinez, director of consulting firm Hotel Servicers. The manufacturers of the gadget high-tech vogue, the glasses of virtual reality (VR), are also looking to penetrate the tourism sector. In the demonstration booths of the show Fitur, the visitor can immerse himself in the alleys of Marrakech or browse a portion of the camino de Santiago.

The hotel chain Palladium, based in the Balearic islands, in the great adventure

For the moment “we are in a phase totally pioneer. We show the virtual reality, the professionals say “how wonderful” but they don’t buy. This is not in the priorities of their marketing budget,” says Marcial Correal, president of the Spanish Society of travel agencies virtual, which makes the promotion of this tool. The hotel chain Palladium, based in the Balearic islands, has yet launched in the adventure : its commercial claim over brochures to showcase their institutions to travel agents, but glasses of RV. Videos are available for each of the group’s hotels, to visit guest rooms, swimming pools or restaurants.

“The travel agents know much better hotels, and we say that it helps them to sell,” explains Ivan Corzo, head of marketing Europe of the chain, ensuring that the clients appreciate of being able to visualize the true proportions of the rooms.
“It is much more difficult to cheat with glasses of RV”, highlights Cesar Urbina of the agency of virtual reality Iralta. If the glasses are available at prices accessible enough (50 to 600 euros), the produced videos can cost from 2,000 to 150,000 euros, according to him. The Office of tourism to morocco is convinced and has already filmed several videos in the RV. “Tourism is bound to experience, sensitivity. Virtual reality can’t replace the taste of the local cuisine, or the smell of the ocean. But it gives you the urge to explore further,” says Siham Fettouhi, responsible for e-marketing.

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