What does Amazon’s ‘Alexa For Hospitality’ mean for marketers?

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The voice technology revolution is not just occurring within the home.

Hotels, restaurants and the wider hospitality industry are rapidly adopting new tools and solutions to keep pace with the demands of modern consumers.

The Best Western hotel chain, for instance, is expanding its partnership with Watson Ads on a series of artificial intelligence-powered interactive ad units that engage mobile users checking holiday destinations through The Weather Company. Once engaged in conversation, Watson offers tips on how to make the most of their trips.

Elsewhere Amazon’s announcement last week that Marriott will feature in-room Echo smart speakers at select properties to act as a ‘virtual butler’ marks an innovative new chapter in the Alexa story.

An astute move from a global tech giant, the confines of a hotel room offers probably the most secluded and suitably private environment for voice assistant interaction while traveling, while simultaneously showcasing Amazon technology to potential new users.

Deepening the guest’s engagement
So, what makes Amazon’s Alexa for Hospitality such a great experience for the typical hotel guest?

Right now, the Alexa experience is customised and tailored to each individual hospitality location, so guests will be able to do things like order room service, request a housekeeping visit, or adjust room controls (thermostat, blinds, lights, etc.) using an Echo in their room. They can also ask location-specific questions such as what time the hotel pool closes or where the fitness centre is.

In Amazon’s words, Alexa for Hospitality, “helps deepen guest engagement through seamless voice-first experiences that offer new ways for guests to access services and amenities during their stay.” But this only scratches the surface of what might be possible in future through voice-controlled search. – Read

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