Video Surveillance & Physical Security Industry Viewpoints
January 4th, 2022
Author: Lizzi Goldmeier

How Intelligent Video Surveillance Provides a Boost to Hotel Chains’ Bottom Line

Enhancing visitor satisfaction, increasing revenue, improving efficiencies, and reducing costs are key to driving success when it comes to hotel chains. One way to achieve those goals? Leveraging video surveillance coupled with deep learning and artificial intelligence to deliver business insights and trends.

Doing so can help business development managers ensure safety, prevent crowding, understand customer and visitor demographics, and optimize facility space. Business development managers should use analytics platforms to analyze traffic and demographic patterns, respond in real-time to evolving situations, and accelerate video search. If they do, they’ll find an increase in guest satisfaction which leads to a boost in the hotel’s bottom line.

Manage Queues, Crowds, and Occupancy Compliance

Guest service is typically a determining factor for travelers when booking a hotel or resort. Eliminating or alleviating unsatisfactory guest experiences is one way for business development managers to improve the guest service metric.

Are there problems with crowds or front desk and concierge service queues? If so, where and when do they occur? Video content analytics systems can detect the number of people that are in a camera view or have passed through a pre-defined point, then alerts can be configured so that operators can proactively respond to queue or crowd formations. Real-time alerting helps managers deploy more staff to the front desk to assist with check-ins when crowds increase. Analyzing historical data and trends can help managers strategically build their staff schedules to meet times of demand and not overstaff during slower periods. By examining this data across sites, managers could deploy staff to different locations based on need, or look into why certain hotels in their chain are busier than others during the same time period.

Video surveillance and analytic software can also track the number of guests who have exited or entered a building, across multiple cameras, then trigger real-time alerts if a pre-set threshold for occupancy or traffic has been exceeded. This feature can be particularly helpful in adhering to local pandemic health and safety protocols. It could also be useful in tracking routine cleaning and maintenance. For instance, alerts can be configured to let operations and housekeeping know when a certain amount of people have visited a lobby restroom so that it can be cleaned when needed, and not on an arbitrary schedule.

Gather Traffic and Demographic Data

To better serve guests, business development managers need accurate information about who they are; such as what percentage are men or women? Adults or children? Also, when do traffic peaks or valleys occur; how many people visit the hotel and are they repeat or bounced visitors? Video surveillance and analytic programs help to answer these questions by tracking the number and type of objects in a facility, and aggregating that information, so managers can analyze reports and more effectively plan marketing, merchandising, staff scheduling, deployment, and/or signage.

While traffic and demographic data is useful to any business, it can be especially insightful for hotel chains. Drilling deep into guest demographics can help a hotel chain build a targeted marketing campaign and strategically order merchandise and sundries for resort retail locations. At both a local and cross-chain level, this information can help managers schedule and deploy staff to better serve customers during times of peak traffic, or know when to schedule routine maintenance as to not disturb guests. 

Improve Building Layout and Use Space More Effectively

Which pathways in a hotel are most or least commonly used, which spaces are most popular, and which ones are underutilized? Video content analytics software provides quantitative, actionable answers to these questions, via dashboard reports on object interactions, dwell time, entrance/exit traffic, and heatmaps that illustrate the most common pathways. This data helps business development managers make informed decisions regarding space utilization and tenant leasing conditions.

Analysis of one hotel’s video analytics could have implications across the entire chain. Through aggregated video analysis of heatmaps and dwell time, managers could discover an underutilized yet high traffic area of the resort. Perhaps that information influences their decision to open a new venue stream, like a coffee shop. An additional guest offering like this likely increases guest satisfaction and could be replicated at other hotels and resorts across the chain.

While video surveillance and analytic software may seem like a local solution, when used appropriately by business development managers, it’s benefits can be felt across the business. Whether it be through the front desk, housekeeping or amenities, increasing guest satisfaction is the best way to create repeat customers and therefore increase the hotel’s bottom line.