Why Technology Is The ‘Shot In The Arm’ Hospitality Companies Need Now

CTO & MD at AX Semantics, the SaaS-based, Natural Language Generation Platform that creates any content, in any language, at any scale.

The reduction in travel as a result of the current global pandemic has put an enormous strain on the travel industry, particularly during the current summer months — a time where travel companies usually thrive due to people taking their summer vacations and starting to plan their end of year holidays. Hospitality-related companies must be prepared for when travel resumes full force. Those who don’t risk being drowned out online when business people and consumers begin to travel more frequently again.

The digital landscape is always moving. Every sector must adapt now more than ever — including the hospitality industry. Technological innovations not only make travel easier, more convenient and more cost effective, but they also provide the opportunity for further scalability and efficiency for holiday providers themselves. Berlin-based GetYourGuide and ticket-booking website Omio stated they planned to spend the quiet period caused by Covid-19 working on tech systems to ensure they are more competitive when shelter-in-place laws lift and regular travel resumes in earnest.

Rather than focusing on what you cannot control, now is the time to focus on what you can. Here are three tips hospitality-related companies can implement now to hone their competitive edge:

1. Review Your SEO Strategy

In the last 10 years, the number of online travel bookings has more than doubled. And while travel has stalled the past few months, it will resume and ramp up at significant speed. With the anticipated rise in digital bookings, a visible website is essential to compete. A study from the German digital tourism association Verband Internet Reisevertrieb (VIR) suggests more long holiday trips were booked online (42%) versus other methods, such as phone bookings or visiting a travel agency. The study also showed that for people who booked short vacations online, 86% are booking their trips via smartphone or tablet. These numbers will only continue to grow in the coming years.

Understanding and fine-tuning your SEO (search engine optimization) by focusing on the content experience as a whole is one way to spend this downtime to ensure you are competitive when travel resumes. Customer experience (CX) and SEO increase the quantity and the quality of your web traffic, which exposes more people to your brand. Done well, SEO is an excellent way of increasing a website’s search engine exposure, opening the door to more site visitors, more engagement — and in the case of profit-making businesses — ultimately more conversions from browsers to buyers. “Fresh is best” is a mantra that rings true in SEO. The best SEO offers consumers a new perspective by presenting the same information in a unique and different way. Serving users with the information they need and providing them the right answers at the right time in their browsing journey is the most critical aspect for your content — content that will ultimately be rewarded with good rankings by the search engine providers and convert to sales.

2. Stand Out From The Crowd With Unique, Automated Content

Standing out from the crowd may seem impossible with the hundreds of thousands of holiday offers and listings that will occur once travel restrictions are relaxed, but it’s actually easier than you might imagine. AI-powered natural language generation (NLG) technology helps automate content at scale in more than 100 languages, enabling content creation and offers at a massive scale to meet your SEO objectives and address a global audience of potential travelers. It also uses far fewer resources at a time where many companies have had sell my house fast jacksonville to furlough staff until life and work return to a more normal state. NLG technology can be used to automate mass quantities of content in a much more cost- and time-efficient way — all while keeping control of the content through automation and testability.

Ensure your available hotel listings contain fresh, unique content to give you an added competitive edge, whether you use NLG to fill this space or rely on an in-house content team.

3. Focus On Your Listings

NLG software provides an easy, time-saving way to automate hotel and room listings using the same data currently being used. Online booking platforms offer businesses the opportunity to generate automatic descriptions for millions of listings and in many different languages with the help of NLG. New accommodations, hotel descriptions and offers that include descriptive, unique text are easily listed within seconds according to your target group or groups with access to the right data.

The latest automated content technologies give the ability to rapidly create original content that contains the highest-performing keywords — which, in turn, converts browsers to bookers. Creating a new listing is a simple, three-step process with automated content software:

1. Import the data — hotels, holiday offers, locations, etc. — into the NLG cloud system.

2. Teach the software how to generate statements from the data. The user sets and defines the tone, length and quality of the text.

3. Generate unique content for every page — and in multiple languages — within a matter of minutes.

The world’s population is slowly starting to emerge from its self-imposed hibernation. Hospitality companies must harness and utilize technology now to achieve optimum efficiency if they are to survive and thrive in a post-pandemic world. Adopting and implementing technologies that require minimum resources and generate high yield may just prove to be the proverbial “shot in the arm” hospitality companies need to reboot rapidly and compete at a global scale.

Forbes Technology Council is an invitation-only community for world-class CIOs, CTOs and technology executives. Do I qualify?