Category: : Marketing Management for Hospitality Leaders

i need you to do the comparison between reality vs expectations where reality is the interview done with the professional Mr Shaub and expectations is the research done by us I will provide you with the research references 
references: 
Ristova, C., & Dimitrov, N. (2019). Digitalisation in the hospitality industry-trends that might shape the next stay of guests. International Journal of Information, Business and Management, 11(3), 144-154. 
Sudhagar, D. P. (2019). Digitalization in the hotel industry-An exploratory study to understand the digitalization involvement in hotels. Advance and Innovative Research, 6(1), 100-105. 
Youssofi, A., Jeannot, F., Jongmans, E., & Dampérat, M. (2024). Designing the digitalized guest experience: A comprehensive framework and research agenda. Psychology & Marketing, 41(3), 512-531. 
https://www.hospitalityinvestor.com/esg/how-use-technology-track-s-esg 
THE IMPACT OF INTERACTIVE EXPERIENCE AND ONLINE SERVICE QUALITY ON CUSTOMER SATISFACTION WITH THE MEDIATION OF CONSUMER VALUE PERCEPTION 
Futuristic hospitality conceptualized: DASH – Decentralized Autonomous and Smart Hotel system 
Decoding the shared pathways of consumer technology experience in hospitality and tourism: A meta-analysis 
https://www.glion.edu/magazine/technology-in-hospitality-industry/ 
https://www.timesnownews.com/education/luxury-hospitality-in-the-digital-age-the-influence-of-online-reviews-and-social-media-article-106356693 
https://www.hospitalitynet.org/opinion/4083265.html 
https://www.rahimkanani.com/technology-enhancing-luxury-hospitality 
https://www.sciencedirect.com/science/article/abs/pii/S0148296320303313 
https://www.babinc.org/humanising-luxury-hospitality-with-technology/ 
View of Technology and Guest Experience: Innovations Reshaping Hotel management. (n.d.). https://www.chandigarhphilosophers.com/index.php/ijmrp/article/view/88/73 
this is the interview transcript for my part: 
So now we know that the world is heading towards the digital
marketing. I would like to ask you these questions. Could you explain how the
luxury hotel collect and utilise the gift data to enhance their personalised
experience in the digital marketing?
0:4:43.680 –> 0:4:43.880
Frederic Schaub EXT
Mm hmm.
0:4:44.910 –> 0:5:14.190
Frederic Schaub EXT
Well, what you have to to to understand is that nowadays collecting data is
fairly easy collect, but then what is hard for to use is what they make out of
it. So they will collect a tonne of data and then be in front of a lot of
information and they won’t know what to do. And so nowadays hoteliers have to
really put together a strategy to say I’m going to collect that information
this way and maintain it this way.
0:5:14.700 –> 0:5:44.420
Frederic Schaub EXT
O for example, when someone books, you will collect the name, the e-mail, the
where they’re coming from. Maybe some references for the room, et cetera. It’s
one thing to collect it. It’s another thing to actually use it. If you know
that they prefer high room floors and because they’ve declared it or because of
past days, you know that they prefer rooms an 8 instead of a four or a room
without 13. I’m I’m using simple example, but of course you can go much beyond
that.
0:5:45.250 –> 0:6:15.450
Frederic Schaub EXT
It’s a good it’s one thing to know it and maintain that information up to date.
It’s another thing to actually implement it and associate a room that is, that
is the correct one. Now if we take a bit more complex example of pre stay, if
you know your guest flight details and if you use them to know that the guest
is going to arrive late or arrive earlier because the flight has been delayed
or cancelled or anything like that it.
0:6:15.490 –> 0:6:17.970
Frederic Schaub EXT
These are information that you can act upon as a luxury hotelier.
0:6:18.810 –> 0:6:51.850
Frederic Schaub EXT
So there’s one side that is collecting that information, which you can collect
on your website to some extent on OTAs and and other places where you can
collect information. But then it is the role of the hotelier to actually use it
and make it actionable and available to the team at the front office. I have an
example that I’ll take you through this example afterwards where Houdini’s are
really using technology in a great way to deliver a great experience. But I’m
going to let you go through your questions and then I’ll give you an example.
0:6:53.280 –> 0:7:14.280
Célia Valentine RICHARD
Thank you for your response. So it’s still in the topic of digital marketing
and data analysis. I wanted to ask you that in the context of this generation’s
increasing reliance on digital technology, which strategies can the hotel
manager use to thrive and adapt within this digital era?
0:7:15.160 –> 0:7:45.280
Frederic Schaub EXT
Mm hmm, good question. So you have to understand where your future potential
guest is and interact with that guest on that platform. So you you mentioned
new generation that are indeed all in front of the screen. Don’t try to steer
them to your website if all they want to do is be on Instagram, Tiktok,
whatever social media, if you know that they are there, understand that you
have to interact with them.
0:7:45.610 –> 0:7:52.250
Frederic Schaub EXT
On these platforms, but when you do interact with them on these platforms and
know that you’re interrupting their scroll.
0:7:53.370 –> 0:8:7.930
Frederic Schaub EXT
And if you don’t bring value, if you don’t bring something for the person that
you’re trying to attract, you’re not gonna attract them. And also bear in mind
that we’re not in purchase mode 100% of the time.
0:8:7.970 –> 0:8:16.850
Frederic Schaub EXT
There’s a really big chance that the person seeing your video or your or your
your image will not be at that very moment in purchase mode.
0:8:17.540 –> 0:8:24.260
Frederic Schaub EXT
Probably in inspire mode or in just browsing mode or filling spare time, which
is the second most.
0:8:26.120 –> 0:8:32.320
Frederic Schaub EXT
Well, second biggest reason for using social media so know which context you’re
serving them which contents.
0:8:33.560 –> 0:8:36.240
Frederic Schaub EXT
It is a tremendous opportunity to.
0:8:37.880 –> 0:8:52.40
Frederic Schaub EXT
Tell your story and and bring the values of the hotel towards a lot of
different medias. But you have to understand in which mindset they are when you
show them that and understand what purpose it is it serves for your hotel.
0:8:54.130 –> 0:9:2.90
Célia Valentine RICHARD
OK, Sir, can you provide us an example how a digital gamification is used to
improve the GEST engagement?
0:9:3.630 –> 0:9:8.430
Célia Valentine RICHARD
And the enjoyment of the luxury retails to like does it have an impact on the
guest loyalty?
0:9:9.980 –> 0:9:15.580
Frederic Schaub EXT
Absolutely another good question. Gamification provides the essential.
0:9:17.140 –> 0:9:24.380
Frederic Schaub EXT
Mechanism that people will want to come back and back and back and back to you
because gamification is essentially.
0:9:25.640 –> 0:9:30.640
Frederic Schaub EXT
Generating what Tiktok does really well, generating dopamine, generating
instant reward.
0:9:32.190 –> 0:9:42.670
Frederic Schaub EXT
That’s a very quick skill, and so digital technologies allow you to do a
loyalty programme very easily, very quickly for a lot of different guest and.
0:9:44.190 –> 0:10:2.670
Frederic Schaub EXT
Miles and more, and Bonvoy Hilton honours all of these programmes allow you not
only to know your guest really well to entice them to spend more with you, to
earn more points, to then spend these points with you, and this loyalty will,
if you if you do it well.
0:10:3.690 –> 0:10:33.810
Frederic Schaub EXT
People will go out of their way to book with you, so I personally have a
tendency, as you know from my class to book Marriott, because I used to work
for them, but also for for flights to bookmarks and more. And I will literally
go out of my way even if the times are not as good as what I expected or what I
wanted to fly miles and more or to stay with Merritt. Now, of course. And
that’s more of an economical thing there is.
0:10:33.850 –> 0:10:34.890
Frederic Schaub EXT
Some elasticity in my.
0:10:35.810 –> 0:11:6.730
Frederic Schaub EXT
In my in this, if the flight is the all the price on miles and more, I’m not
gonna go and book that. But my first reflex will be that and the way they do
that is gamification. They give me points. They give me status and I feel
welcome. I feel like I belong to something in this, that sense of belonging is
even before digital, it’s on the Maslow theory of needs. You need food,
shelter, etcetera. And then you need to belong. Loyalty programmes allow you to
belong to something.
0:11:7.350 –> 0:11:14.190
Frederic Schaub EXT
And working on that with gamification and making you grow and that belonging is
extremely efficient.
0:11:15.220 –> 0:11:28.620
Célia Valentine RICHARD
OK, so gamification is also important for the hotel, so they can know who is
the who’s the the. Yeah, need their loyal guest. So later on they will give
them like sort of like a special service.
0:11:29.830 –> 0:11:52.110
Frederic Schaub EXT
Mm hmm, they they might give special service, but what is the the
differentiator nowadays? Is anyone can give you a room upgrade, it’s easy.
Anyone can give you a free late check out. That’s the easy or free breakfast.
So that doesn’t make the difference. What makes the difference is the
experience that nothing else can buy.
i need you to do a comparison between the reality vs expectations in 1 slide only in bullet points
and I need you to do the conclusions for the entire ppt I will send you the transcript of the interview and based on that do the conclusion of the entire ppt please 
thank you