Suggestions for navigating the digital house whereas utilizing knowledge to please visitors

Suggestions for navigating the digital house whereas utilizing knowledge to please visitors

Suggestions for navigating the digital house whereas utilizing knowledge to please visitors

Karen Stephens: Hi there everybody and welcome to the Resort Second podcast. I’m your host, Karen Stephens, the Chief Income Officer of Revinate, and right now I’m delighted to be joined by Amanda Du, who’s the Head of Ecommerce at Penta Accommodations. Welcome, Amanda.

Amanda Du Jing: Hello Karen. Thanks a lot for having me right now.

Karen Stephens: Oh, it’s a pleasure.

You recognize, we’ve finished quite a lot of these podcasts during the last, name it 8 or 9 months, and also you’re solely the second girl that I’ve had on the present. So I’m very excited. I really like all of the dudes. I’m completely happy concerning the dudes, nevertheless it certain is sweet to have a powerhouse like your self be a part of us right now. So that you’ve obtained quite a lot of cool expertise and I can’t wait to dive into that.

However earlier than we try this, I wished to begin with some questions that we ask all of our visitors simply to get us warmed up.

Amanda Du Jing: Cool.

Karen Stephens: So if you happen to’ll indulge me. Yeah, I’ll go along with query #1. So first query, when did you first begin working within the trade and do you bear in mind your first day on the job?

Amanda Du Jing: I began working within the trade I believe 10 years in the past, and it was by no means my plan. As a result of not like different accommodations, I by no means began in tourism administration or hospitality. I began English and accounting as a bachelor’s diploma. So all of my uni classmates, they went both to the banks or large companies, and I used to be sort of the one one who ended up within the resort and really completely happy about my resolution till right now. And my first job was the social media government throughout that point when social media simply begin rising and no one actually knew the way it works and no one holds a grasp’s diploma on digital advertising and marketing, for instance.

And I nonetheless bear in mind my first day on the job, I used to be so amazed by how large the again finish of the resort is as a result of as a buyer I all the time noticed how large, how it’s entrance, entrance home of the resort.

However on the primary day I used to be like, I virtually obtained misplaced. I used to be like, “oh, wow. There’s a lot happening behind the scenes.”

Karen Stephens: Yeah, that’s nice. Can I ask you, the place’d you go to school?

Amanda Du Jing: I used to be in, I used to be in China.

Karen Stephens: Oh wow. Okay, cool. Yeah, that could be very cool. So that you discovered English as a second language in China. Wow, that’s nice.

And now, wow, that’s large. Superb. Okay, so second query. What’s the most uplifting second up to now in your profession?

Amanda Du Jing: Properly, it’s a, it’s a tricky one. And I believe there have been so many however I might, if I’ve to select one, I might say that once I first had my very own crew once I was working in Malaysia for, for IHG Group. So I constructed the entire crew from the scratch and in addition launched the digital advertising and marketing experience idea to the, to the area, to Southeast Asia area, and employed the entire non-hotel layer digital gigs at the moment within the crew.

And I believe I do not forget that once we had our first assembly collectively, that was a second I really feel, “Oh wow. I’ve already achieved one thing and I, and I imagine with the crew and there shall be extra to come back.” And it in fact turned out to be a really profitable story. So I nonetheless bear in mind the day when I’ve all people sitting there and we had, once we had the primary crew assembly.

Karen Stephens: Oh, isn’t that cool?

That’s an awesome, that’s an awesome second to look again on. Okay, this 1, quantity 3 is a bit more private. So what’s the most putting expertise you’ve had up to now by way of a private vacation or keep or meals expertise, some journey or journey that has been probably the most putting up to now?

Amanda Du Jing: I’ve to say it’s my journey to India, New Delhi.

It was such a putting expertise that I, I nonetheless can see these colours vividly when, once I give it some thought and all these spices, proper? I like spicy meals. However all these various kinds of spices, the Indian meals compose, it’s, it’s actually superb. However I believe a very powerful factor, or most factor that I bear in mind, is that the individuals who working there, who work within the hospitality trade there. You may really feel that they’re so proud and so enthusiastic about their job and about what they do, and naturally if it’s coming from their coronary heart.

So the service stage, it’s actually totally different, and you’re feeling very warmly welcome there.

Karen Stephens: Oh, that’s actually cool. I’ve by no means been to India and I might like to go. I actually have quite a lot of colleagues who’re Indian and it’s such a good looking, colourful tradition. Such as you mentioned, it’s, it’s nice. Okay, fourth one. Have you ever met any celebrities whilst you’ve been within the trenches?

Amanda Du Jing: Surprisingly none.

Karen Stephens: None?

Amanda Du Jing: Sure!

Karen Stephens: All proper!

Amanda Du Jing: Normally most likely the primary one!

Karen Stephens: Yeah! Normally somebody’s obtained some story. All proper. Properly, and I do know you’ve been working most likely, it’s been some time because you’ve been within the resort itself. You…

Amanda Du Jing: Yeah. And I assume as a result of I used to be more often than not within the workplace, not like colleagues working within the operations, so I’m extra behind the resort.

Yeah. However I, I met quite a lot of regular individuals I believe, who impressed me. Yeah. And I, I all the time very shocked to listen to these tales. I might by no means guess once I, once I first met them. So yeah, not likely celebrities, however many unbelievable people I might say.

Karen Stephens: Okay. Properly that, that could be a nice dovetail into the fifth query, which is, who’re the ladies at work you may have been most impressed by?

Amanda Du Jing: Properly, there I used to be very fortunate. Properly, once I first moved to Singapore from China and I had a gaggle of ladies once I was working with the Radisson Resort Group. And in our business crew, we had a really worldwide crew, with nationalities like me from China, Canada, Turkey, and Finland, and naturally Singaporeans, native individuals there.

So for all of these worldwide crew members inside the business crew, we arrived in Singapore, roughly comparable time, and we supported one another tremendously and, and developed an awesome friendship till right now. So I believe we’re function fashions to ourselves, to one another, and we encourage one another loads.

So we nonetheless keep up a correspondence, maintain one another up to date on our profession advances and, and simply life typically.

Karen Stephens: Yeah. That’s so cool. You recognize, we now have an workplace in Singapore and I, I simply love Singapore a lot cuz it’s such a melting pot. It’s so numerous by way of individuals coming from everywhere in the world, and all totally different backgrounds and, and I believe you’re proper that, that makes, that makes for actually superior learnings. And you recognize, you may simply be taught a lot from the individuals coming from all these totally different locations. So, very cool. All proper, nicely thanks for that. That is superior. See, I’ve already discovered one thing. So, why don’t we begin by, would you inform me a bit bit about who Penta Accommodations are? What does the portfolio appear like?

What do you concentrate on? All of that good things.

Amanda Du Jing: Yeah. Penta, Penta, we now have in throughout Europe, 20 plus accommodations and Penta as a model, it’s all about social interactions, normal service, and chilled vibes. So we worth the communication, group, and luxury. We provide the full of life neighborhood accommodations in these interesting areas in Europe, and at coronary heart of every Panta resort is our Penta lounge, which is an idea we pioneered years in the past the place we provide a candy spot for our prospects between our vibrant and laid-back way of life. So for, for the purchasers to loosen up play, and recharge.

Karen Stephens: Oh, that’s actually cool. So, you recognize, you talked about a bit bit about, you recognize, the visitor expertise at Penta Accommodations, and I’ve a quote from you really that reads, “with the supportive know-how, we nonetheless want to make use of the client knowledge in emotionally clever methods. Having a customer-centric mindset is essential and success.” So it sounds such as you create these chilled vibes, that’s what’s taking place on the floor, however what’s happening behind the scenes and might you gimme a bit extra shade on that quote,?

Amanda Du Jing: Yeah, in fact. We speak loads about digital visitor journey know-how, how we might revolutionize the way in which we function accommodations, however I believe the way in which it’s, it’s actually not the core. It’s, it’s not how we revolutionize the way in which we function the resort, nevertheless it’s actually how we’re utilizing know-how in a extra emotionally clever methods to grasp the client finest. So for us, I believe to, to get the client knowledge proper and higher serve, serve our visitors is the important thing.

The evaluation of customer-related knowledge, which is captured via the entire digital, via the entire journey earlier than they even work together with the resort.

Karen Stephens: Proper.

Amanda Du Jing: So proper. On the similar time, we additionally wanna perceive to how we optimize these customer-related processes and to each from the client aspect and from the worker aspect.

More often than not we neglect how the worker, how the entrance desk operates, and we now have this nice large thought on how we wish to ship that buyer success. However I believe it’s essential for us to essentially additionally take a look at, from the worker aspect, how, whether or not it’s possible, how we make it occur. And naturally, along with our personal knowledge, we, we additionally take a look at what are the client developments and, and analysis knowledge within the buyer conduct to ensure that we make the customer-centric choices, particularly after Covid, proper?

The, the entire want is, is totally different. So providing a seamless journey expertise will not be an “add-on” service anymore. It’s, it’s, it’s must-have. So from this, I believe, you recognize, to, to essentially perceive what buyer needs, what they want is important for us to, to succeed.

Karen Stephens: Yeah. It’s sort of the place imaginative and prescient meets operations, proper?

Amanda Du Jing: I like that.

Karen Stephens: It’s like, yeah, that’s an awesome thought. How will we make that really work? You recognize? So, you recognize, it was superior understanding a bit bit extra about your background and the way you began within the digital house, and also you’ve had a lot affect in that house. I wanna dive into your ABCD framework. So, I’ve heard you discuss this, however our listeners won’t find out about it.

Are you able to inform us what that’s and, and the way you utilize that in personalizing the visitor journey?

Amanda Du Jing: So the ABCD framework is extra on how we did the entire digital transformation within the Penta Accommodations. So okay. ABCD. The a is extra on the evaluation half. Analytics dimension, which incorporates what I simply clarify earlier the evaluation of customer-related knowledge captured, captured via the entire journey.

And the b is a enterprise half. So to grasp what’s vital for, for the, for the accommodations itself and. The entire enterprise, the modifications of the enterprise situations to enhance the client expertise. So the inner enterprise situations are associated to modifications in administration choices. For instance group’s, missions, for instance.

And c is a very powerful half, and which I, I all the time put it as a core is our prospects. Yeah. So the core and the whole buyer interplay journey.

And the d is the digital, some of the vital enablers, I might say, the know-how half to make all of these transformations occur.

Karen Stephens: Wow. That’s so cool. That’s so cool. So now we’re gonna shift gears a bit bit as a result of I, I discussed, you recognize, that I believe you had been actually on the forefront, nicely, you, you sort of mentioned it your self as nicely, while you first obtained into the digital house, that was actually very new. It was sort of the, it was simply beginning, which was not that way back, nevertheless it’s simply beginning to evolve. So I observed that you just’re additionally actually concerned in Web3 and the metaverse and all this stuff. So, are you able to simply, there’s loads, most likely quite a lot of listeners on the market like me, I’ve heard a bit bit about this, possibly don’t know as a lot as we must always. Are you able to simply sort of give us an summary of what the, what your curiosity is there and the way you suppose it applies to hospitality or the way it would possibly sooner or later?

Amanda Du Jing: Yeah, so I believe nicely let, let’s get some ideas straight possibly. And once we, yeah, once we bounce into that, Web3 is, is, is the identify that’s given to what some individuals name the subsequent section of the, of the web. Proper? Okay. Which runs on the blockchain know-how and is decentralized. So if we are saying Web1 was all about studying info and we at the moment are in sort of a Web2 and Web3 transition.

Web2 was about co-creation, particularly these user-generated content material. We are able to publish all these on social media. After which Web3 is concerning the possession and all of these is, relies on the blockchain and metaverse. And Metaverse is extra of the, the web the place it creates a brand new method we expertise the digital world.

I might say think about the entire web site and also you simply carry it up as a 3D and also you discover it round you. So, I, I, say it’s, it’s an interconnected digital actuality the place we turn into marketed to speak expertise, work, play, and do issues we by no means, which can by no means potential earlier than. And what, what does it relate to, to the resort, to the journey?

And, and I believe we, we speak loads, you recognize what, what occurs earlier than they even come to the resort? Earlier than they even begin touring? Proper? I believe that Web3 space, or the metaverse half would improve, or its extension of this entire journey expertise. So the place the purchasers can actually like go into your resort, expertise, the resort, and to select the room, they wish to be certain that they, they know what they, they’re shopping for for I might say, and to, to, to essentially have an excellent, good first impression and a, and anticipate, expectations earlier than they, they arrive to expertise the resort.

However, and I, I, I do know lots of people additionally say like, would, would individuals then simply keep at residence with their goggles and never touring? No.

Karen Stephens: Yeah, I agree with you.

Amanda Du Jing: After Covid, we additionally say, “okay, ought to, would residence workplace exchange human interplay, in-person interplay?” No, it won’t. However, it, it simply provides one other dimension to the entire journey expertise and to our personal expertise. I believe will, will add positively extra advantages to, to accommodations sooner or later. To prospects for certain.

Karen Stephens: Completely, and I agree with you 100%. Initially, it’s actually thrilling to consider that sort of know-how the place you possibly can really stroll right into a resort and perceive how all the things is laid out and get an thought of issues earlier than you go. However I agree with you 100% that folks shouldn’t be nervous that rapidly individuals will try this as a substitute of touring as a result of all of us have to get, get shifting once more. In order that, that’s, that’s actually attention-grabbing. And I do know, so we’re recording this proper earlier than ITB, it’ll most likely come out after ITB, however you’re primarily based in Munich, in Germany, and we’ve obtained ITB arising in Berlin subsequent week, I imagine.

Is it subsequent week?

Amanda Du Jing: Yeah. Sure, subsequent week.

Karen Stephens: Thrilling as a result of it has like, it’s been, you recognize, gone for 3 years. So are you able to give us some highlights of what you’re wanting ahead to? We’ll verify again in with you afterward, however I do know you’ve obtained some, a talking panel, and another issues, however what are you seeking to ahead to largely about ITB and coming again this yr?

Amanda Du Jing: I believe positively is the interplay with the, with, with totally different individuals. To see, “okay, what are the, what are the brand new issues on the market?” And I’m, I’m additionally talking at 1 panel about loyalty in journey trade and a keynote on how accommodations enter Web3 period.

Karen Stephens: Oh!

Amanda Du Jing: So by wanting on the content material and in addition different totally different tracks, I’m very excited to see there are quite a lot of technology-focused future focus subjects are going to be mentioned there, and I believe that’s probably the most thrilling half for me.

Karen Stephens: Properly, that’s nice. Properly, once more, this may most likely come out after ITB however if you happen to’re listening and also you wanna be taught extra about Web3 and the metaverse, then discover, discover them out from ITB to get extra info.

Yeah. So one very last thing I wished to speak to you about was a bit bit extra, and that is sort of all tied collectively, however about AI and resort tech. So synthetic intelligence, and do you suppose that hoteliers are doing an excellent job of leveraging that know-how right now? How do you see it? How do you see it evolving?

Amanda Du Jing: I believe from the advertising and marketing perspective, we, we began utilizing it fairly, fairly early house already, or fairly early stage already. Like once we, once we are taking a look at all these buyer knowledge, how we personalize their, their, their, their supply, and in addition like how we do these focused commercials. It was all powered by AI.

Didn’t actually discuss it previously and, and doubtless all people come throughout the ChatGPT now and it’s abruptly an enormous matter once more, this yr and, and. and I, and I believe for the resort aspect, there’s some misconceptions from our aspect that’s saying, “nicely, that’s the most important worry, proper?” Each time once we see a brand new know-how, we all the time sort of obtained scared. Like, “would that exchange the resort employees? Like, would, would that exchange all of the individuals working within the resort with all these robots delivering the room?” Or whether or not these AI instruments can solely be run by these extremely specialised knowledge scientists, for instance, scientists. Which I believe shouldn’t be, see it that method.

And, and I believe AI is, is, is like know-how will not be all the things, proper? It’s simply an enabler. And we needs to be higher using it and never suppose that we now have to have an enormous amount of cash to take a position to, to it. And as I discussed, it might probably begin very small to higher perceive your buyer first, and, and the entire journey, the client journey.

Be sure that’s easy and to assist their instruments may help you optimize your, your, like income forecast, demand, and higher plan your, your manpower and your labor drive within the resort. And, and we’re additionally, we had been additionally piloting some instruments that would predict meals wastage, for instance. So there are various methods to make the most of this know-how,

and I believe accommodations now begin taking a look at it from a, a extra holistic angle, like totally different angles. And never solely from the advertising and marketing aspect, however, but in addition from income aspect, and advertising and marketing and income, how we work collectively to higher make the most of AI, proper? They’ve nice instruments to do forecasting. Now we have useful gizmo to focus on prospects and the way we mix these to offer, to supply prospects the, the, the supply that they’re on the lookout for.

And in addition from operational aspect, I believe there’s an enormous potential the place they’ll actually make use of the know-how and on the similar time to be extra environment friendly. So not solely increase the visitor satisfaction, but in addition the staff at work.

Karen Stephens: Yeah. Yeah. Type of get rid of among the monotony or among the, the roles that, the, the a part of the roles that aren’t as, as partaking as, as others.

I’s a great way to consider it. Yeah. So what, what recommendation would you give to possibly a resort on the market who doesn’t have, isn’t part of a gaggle that’s superior pondering like this, and the place would you recommend that any person go simply to begin to educate themselves on these sorts of issues?

I don’t know if there’s something that involves thoughts?

Amanda Du Jing: I believe ITB is a good alternative.

Karen Stephens: Yeah, that’s proper. Hopefully, you had been there. Yeah. Sure. Go to exhibits. Go to commerce exhibits.

Amanda Du Jing: Precisely. Go to these conferences. There are such a lot of conferences after Covid and so many who yr that I, I couldn’t even attend most of them. And, I believe actually, to search for that info on-line to see what different subjects you have an interest in. There are these conferences, simply specializing in buyer journey. There’s conferences simply specializing in resort know-how. I believe, to, to get your self on the market. Be open. Yeah, I believe that’s a very powerful perspective.

Simply, you recognize, to, to get to know what you don’t know earlier than. In order that shall be my recommendation.

Karen Stephens: Yeah. That’s unbelievable recommendation. Properly, thanks a lot, Amanda. This has been an incredible dialog. So simply so our listeners know, the place can they discover extra info on Penta Accommodations?

Amanda Du Jing: So our URL is at pentahotels.com. Additionally LinkedIn and Instagram.

Karen Stephens: Sure, and Instagram. Okay. Superior. Thanks a lot for the dialog right now, Amanda. I actually admire it. Thanks.

Amanda Du Jing: Thanks a lot.

Karen Stephens: Take care.