STB charts new roadmap to help hotel industry transform and get smart

Singapore Tourism Board (STB) has launched a new framework and struck several partnerships which look to transform Singapore’s hotel industry for sustainable growth, together with industry partners. This followed the launch of its Hotel Industry Transformation Map (ITM) launched last year.In light of emerging digital trends and will see STB, the Hotel Innovation Committee and the Singapore Hotel Association (SHA) will also chart a Smart Hotel Technology Roadmap. The roadmap will serve to help the hotel industry to transform into "smart hotels", a press statement read. Marketing has reached out to STB for additional comment.The roadmap will also identify “next-generation system capabilities” such as facial recognition at check-in and payment wallets. It also aims to serve as a common framework for the hotel owners and operators which plan to embark on their hotel technology transformation journey. Beyond support for individual initiatives, STB will also work with hotels to develop comprehensive suite of measures for their journey of business transformation. This is with a focus on driving innovation, increasing productivity, and developing talent.Far East Hospitality Management is the first operator to partner with STB in such as manner, through a four-year commitment to implement an integrated programme across the entire hotel group. This includes its three new properties slated to open in Sentosa in 2019. This will see the exploration of ideas such as smart technology and artificial intelligence in hotel operations, e-housekeeping solutions, self check-in processes, and an in-house talent grooming programme.STB and SHA will also embark on the Experience & Job Redesign (Ex-Job) initiative in 2018. This will see participating hotels following a structured approach in redefining the hotel guest experience. It will then redesign existing jobs in the front of house positions to provide new and higher value-adding jobs that appeal to the future workforce. Meanwhile, STB’s Smart Hotel Core Technology listing will bring together a listing of solution providers to support hotels in their transformation efforts."The hotel industry must continue to innovate and transform itself to keep up with emerging trends in businesses and technologies, as well as consumers' changing preferences. At the same time, we must provide a strong value proposition to potential employees, in order to draw in and retain good talent,”  Albert Teo, president of SHA, said.Earlier this year, STB and the Singapore Economic Development Board (EDB) created a new unified brand logo and tagline to market Singapore internationally for both tourism and business purposes. The new tagline, “Passion Made Possible” was created to communicate Singapore’s value proposition in addressing the needs of travellers and companies.Read more: STB marketer Lynette Pang opens up on new tagline and dealing with naysayers STB names PR partner for South Korea market following review Singapore GP and STB ink a deal for another 4 years