The impact of voice bookings

The impact of voice bookings

What is the data source(s) for the information 'spoken' by Alexa?

Alexa gives information that it founds on Kayak.com which is a travel metasearch engine, and on Booking.com.

The information it gives are the following: location, room rates, online reputation analysis, conditions of the room rates (cancellation policy, room types...),

·       What actions should hotel marketers take to make sure their hotel gets presented by Alexa?

They should regularly update the description of their hotels on these platforms and check the online reputation. The creation of content is the key of the success!

How will this affect various language capabilities?

As I told in the previous question, the variety of the content is the key on online metasearch such as Kayak and Booking, and the language is part of this. It is well known that one of the strength of Booking.com is the diversity of the languages available, that is why hotels have to continuously update their descriptions.

What steps does a user have to take to enable Alexa skills via Amazon? 

The user has to install some App which become the “skills” of Alexa. For instance, the user may install the App Kayak in order to be able to book hotels. Then, he only has to pronounce the key word “Alexa” and make the request.

How do you think guest services will evolve as more people use voice - handsfree bookings?

I think that guest services are becoming faster and easier with the voice booking tool. Indeed, guests can book a room only saying a few words and the purchase process is faster. Moreover, services are now getting more personalized with the help of artificial intelligence via the saving of preferences and the use of data using.

Unfortunately, it also may have a negative impact on the loyalty as guests are influenced by what the voice says.

  How will this change in consumer behavior affect your job as a hotel (or accommodation) manager?

Hotels will have to adapt their offer online being more competitive on platforms such as Booking.com. It means that rates should be more transparent in terms of sales conditions for instance. The main stake for hoteliers will be to differentiate themselves from competition, standing with some added values. We can totally say that the online reputation is taking an absolutely essential place in the current process of booking. This is certainly going to disrupt the future of some hotels that was not prepared.