Tuesday, January 23, 2007

Will Technology Replace Service In Hospitality

The word "service" appears in quotation marks, because, as we know, this may be a misnomer for certain segments of the hospitality industry.

In the broader spectrum, we no longer book our flight or pick up tickets at the airline ticket counter, much less through a travel agent. Instead, we engage a kiosk. Some hotels are employing the same technique: why stand in line to speak with an indifferent, frazzled or surly front desk clerk, when you can check your own self in and out? Even some grocery chains have been experimenting with self-check aisles. With bar codes, no problem!

Technology may be a boon for many, but it is a bust for relationship building, and we can watch as "service" in the hospitality business further slides, because, in the grand scale of things and the consumer evolution, it probably should and will. And, particularly chain companies, which dominate these two segments, no doubt have been at their drawing boards planning this transition. Numerous trends are quite apparent.

Forget preparation and craft in the dining business. Let me follow those directions: pop here, pull there, flip, drain, nuke, sprinkle, now wrap and voila! Want fries with that order? Everything is mechanical now, and the human touch has disappeared.

Consumer expectations are no longer lofty. We are thrilled with an accurate order in a restaurant, tepid fare, and the opportunity to tidy our own table. We're trainable, and we love technology and control.

In discussions with noted food and beverage consultant, Mark Ladisky of Ladisky Management Hospitality Consulting, he suggested that the consumer is more and more moving towards creating their own experience, plus they are wired. The technology is available, the labor pool is contracting, and the product is readily fabricated.

You do not have to be a wizard to see the signs. For the corporate world and their short term thinking and squandering investment in service and training for enhanced stockholder value, further automation is absolutely on the march. Whereas, the independent operations can really differentiate, should they choose to do so.



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