Navigating the Future of Travel: Embracing Technological Innovation was the key theme of Kevin Goh’s keynote at ITB Asia 2024, exploring AI, sustainability, and customer personalization.
REPORT – At ITB Asia 2024, Kevin Goh, CEO of The Ascott Limited, delivered a compelling keynote on the theme, Navigating the Future of Travel: Embracing Technological Innovation. His presentation laid out the profound impact of digital advancements like AI, cloud computing, and smart robotics on the travel and hospitality industry. Goh explored how these technologies are transforming guest experiences, boosting operational efficiency, and presenting both opportunities and challenges for industry players.
Goh started by acknowledging that technological innovation has always been a driving force for change across generations. The hospitality industry is no exception, and recent advancements in mobile devices have already untethered travelers and professionals from traditional constraints. However, Goh believes we are now entering a new phase, marked by the rapid development of AI, data analytics, and automation. “We’re always exploring, experimenting, and discovering,” he said, pointing to the exciting potential of these new technologies.
AI and Personalization: Shaping the Future of Guest Experiences
Central to Goh’s presentation was the notion that personalization is no longer just a value-add for travelers but a critical expectation. “Today’s travelers are not just looking for a place to stay; they are looking for seamless, deeply personalized, and sustainable experiences,” Goh said, aligning with the growing trend of bleisure (business + leisure) travel. He identified three core elements that travelers seek in their experiences: personalization, connectivity, and responsibility.
Goh cited research indicating that the majority of customers now expect some degree of personalization during their stays, with tailored experiences having a direct impact on guest satisfaction and loyalty. As an example of successful personalization, Goh referenced Ascott’s collaboration with Chelsea Football Club, where the company tapped into sports entertainment to enhance guest experiences. As the club’s global hospitality partner, Ascott offers customers unique experiences such as attending matches, visiting training grounds, and meeting Chelsea players and legends. This partnership has seen an immediate and measurable impact, with a 50% rise in loyalty program sign-ups shortly after its launch.
This strategic move has allowed Ascott to not only build brand awareness but also strengthen customer engagement. “Our loyal customers are looking for unique, memorable experiences, and through this partnership, we are delivering exactly that,” Goh explained. He highlighted how the collaboration aligns with Ascott’s broader goal of integrating personalized, immersive experiences into its hospitality offerings, which is becoming an industry standard.
AI: The Next Frontier for Hospitality Operations
Goh also discussed the increasingly transformative role of artificial intelligence (AI) in hospitality operations. While existing technologies like mobile check-in, digital concierge services, and smart rooms have helped streamline the guest journey, he anticipates that AI will soon take over as the dominant interface between travelers and service providers. “AI is the ultimate interface. You don’t need apps or websites anymore,” Goh noted, envisioning a future where AI handles the entire guest journey, from booking to checkout.
Ascott has already made significant strides in this direction. Its AI-powered chatbot, Cubby, is currently available on the company’s website, assisting customers with tasks like itinerary planning and packing lists. But this is just the beginning—Ascott is actively developing an AI-driven booking system, expected to launch by the end of the year. The goal is to create a completely frictionless experience where guests can interact with AI for everything from reservations to tailored recommendations, without the need for traditional digital interfaces.
As Goh pointed out, AI’s rise in hospitality is not without its challenges. One major concern is cybersecurity, as the hospitality industry is increasingly a target for data breaches and phishing attacks. Goh emphasized that while embracing technology is exciting, ensuring robust cybersecurity protocols is equally critical. He also highlighted the complexities of adhering to varying data governance regulations across different countries, which further complicates the adoption of AI and cloud technologies.
Sustainability: A Core Pillar of Innovation
Sustainability also took center stage in Goh’s keynote. As more travelers prioritize environmentally responsible choices, the hospitality industry must align with these values by adopting green initiatives. Goh shared that Ascott has implemented several sustainability measures, such as installing occupancy sensors in rooms that automatically shut off lights and appliances when guests are not present. This simple yet effective solution reduced Ascott’s carbon emissions by 700 tons in 2023 alone, a substantial achievement that underscores the tangible impact of these initiatives.
Moreover, Ascott is using AI to optimize energy consumption, particularly in cooling systems. Goh revealed that this approach has already reduced energy use by 6%, though the company continues to refine its methods to achieve even greater reductions. “We’re not just satisfied with 6%. We are constantly working to improve,” he said, reflecting the company’s commitment to long-term sustainability.
Goh also spoke about the importance of fostering a culture of innovation within organizations to ensure successful adoption of new technologies. He acknowledged that one of the biggest barriers to technological transformation is often internal resistance. “A lot of us say, ‘If it’s not broken, why fix it?’ But that mindset can be a major impediment,” Goh remarked. To overcome this, Ascott has introduced a citizen developer program, empowering staff to leverage robotics process automation (RPA) to streamline repetitive tasks. This bottom-up approach to innovation has helped build a culture where employees at all levels are actively contributing to technological advancements.
Looking Ahead: Technology as a Catalyst for Change
Goh concluded his keynote by underscoring the importance of embracing technology as a catalyst for change. He believes that the future of travel and hospitality will be shaped by a delicate balance between innovation and responsibility. “We must dance with technology,” Goh said, referencing a creative project at Ascott’s Lyf Funan co-living property, where human dancers perform alongside AI-generated choreography. This metaphor highlights the need for harmony between human touch and machine efficiency in creating the ultimate guest experience.
Kevin Goh’s address at ITB Asia 2024 not only highlighted the current trends and future directions for the hospitality industry but also issued a call to action for hospitality professionals. As the industry navigates this rapidly evolving landscape, embracing technological innovation while maintaining a focus on personalization and sustainability will be crucial for staying competitive and meeting the ever-changing expectations of travelers.
Theodore is the Co-Founder and Managing Editor of TravelDailyNews Media Network; his responsibilities include business development and planning for TravelDailyNews long-term opportunities.
