Exploring the Potential of Disruptive Technology in Africa’s Hospitality Industry

With the dawn of the millennial age, industry trends are taking a noticeable shift. It is forecasted that by 2017, millennials will replace baby boomers as the primary target market for hotels, leading to innovative changes in the hospitality industry. This shift ripples across oceans and continents, sparking potential transformations in Africa’s own hotel industry.

Gillian Saunders, the global leader of hospitality and tourism at Grant Thornton, a leading global audit, tax, and advisory firm based in the U.S, dissected this topic during a recent [CNBC Africa](https://www.youtube.com/watch?v=WX0gcg6pJyA) interview. Saunders touched on how Africa’s hospitality industry should adjust to meet the needs of this digital-native generation.

As digital natives birthed between the early 1980s and early 2000s, millennials crave an interactive digital hotel experience. According to Grant Thornton, a staggering 46 percent of millennials are likely to return to a hotel that offers the convenience of mobile check-ins.

Saunders pointed out that technology is shaping personal hotel experiences. From predicting guests’ preferred minibar items to selecting the aptest pillows for their beds, there’s a vast reservoir of data available for hotels to mine from credit card transactions and cell-phone identifiers. A trivial detail as minor as a guest’s language preference can significantly enhance a guest’s experience. The ability to adjust room lighting and fragrances according to the nature of a guest’s stay—business or leisure—adds to the unique personal touch.

Disruptive technology has sparked a revolution in the hospitality industry. But is the African market grasping this game-changer to lure in more patrons? Saunders acknowledges that transitioning into this digital domain has been challenging for African hotels. The continent’s hospitality industry is predominantly represented by independent properties, making it difficult to adopt global brand standards. However, a shift towards incorporating more global brands is expected, resulting in a concurrent increase in the use of technology.

Saunders believes that Africa has the potential to leapfrog in the hospitality sector. This change will likely come through the influx of new global brands that introduce technology upgrades or construct new properties with in-built tech features like in-room sensors.

However, she highlighted the risks of technology application. Not every tech invention will be a hit, some are destined to fail. Also, with the surge in personal data use to enhance guest experiences, hotels will need to implement strict information protection measures.

The tantalizing prospect of personalized service banks heavily on guests’ willingness to share personal information. Millennials, as Saunders rightly pointed out, are open to divulging their details, but only in exchange for personal and better-targeted service. Nonetheless, the hotels’ obligation to safeguard the shared data cannot be overlooked.

Source: [AFKinsider](http://afkinsider.com/95285/african-hotels-using-dsiruptive-technology/)