3 min read

From Robotics to AI with Orea Hotels CEO Gorjan Lazarov

Gorjan shares insights on implementing online check-in, utilizing robots for guest services, and the importance of focusing on customer experience in the hotel industry.

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Jordan Hollander in Operations

Last updated April 09, 2024

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In our conversation with Gorjan Lazarov, CEO of Orea Hotels and Resorts, he emphasizes the critical role people play in differentiating the hospitality industry. With expertise in both hospitality and tech, Gorjan draws parallels between the two sectors, especially in their focus on customer satisfaction and innovation. He recounts his time at Marriott and Oscar, a mobile service carrier, highlighting how these experiences shaped his understanding of the pivotal role individuals play in fostering success and innovation.

 

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Orea's Tech Stack

Orea's commitment to innovation is further exemplified by the introduction of a robot concierge named Pepper, showcasing a futuristic approach to guest service. This inclination towards digitalizing the guest journey is evident in the adoption of online check-in and check-out, streamlining processes while elevating customer satisfaction.

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THE PITCH
RATINGS BEST FOR
100 HT Score
Hotel Tech Score is a composite ranking comprising of key signals such as: user satisfaction, review quantity, review recency, and vendor submitted information to help buyers better understand their products.
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Guest satisfaction scores are a massive focus for Orea and they use TrustYou to collect guest reviews and feedback across different channels.
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TrustYou (Guest Surveys) Guest Surveys & Feedback
THE PITCH
RATINGS
100 HT Score
Guest satisfaction scores are a massive focus for Orea and they use TrustYou to collect guest reviews and feedback across different channels.
Learn More
Image
THE PITCH
RATINGS BEST FOR
71 HT Score
Hotel Tech Score is a composite ranking comprising of key signals such as: user satisfaction, review quantity, review recency, and vendor submitted information to help buyers better understand their products.
Learn More
Gorjan discusses using MyStay as a platform for guests to perform online check-in and checkout, with plans to enhance it for personalized profiles and one-click booking.
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MyStay Check in Contactless Check-in
THE PITCH
RATINGS
71 HT Score
Gorjan discusses using MyStay as a platform for guests to perform online check-in and checkout, with plans to enhance it for personalized profiles and one-click booking.
Learn More
Image
THE PITCH
RATINGS BEST FOR
94 HT Score
Hotel Tech Score is a composite ranking comprising of key signals such as: user satisfaction, review quantity, review recency, and vendor submitted information to help buyers better understand their products.
Learn More
Gorjan highlights that HotelTime is a cloud-based property management system they use, offering flexibility to connect with other systems and enhance the guest experience.
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HotelTime PMS Property Management Systems
THE PITCH
RATINGS
94 HT Score
Gorjan highlights that HotelTime is a cloud-based property management system they use, offering flexibility to connect with other systems and enhance the guest experience.
Learn More
Image
THE PITCH
RATINGS BEST FOR
31 HT Score
Hotel Tech Score is a composite ranking comprising of key signals such as: user satisfaction, review quantity, review recency, and vendor submitted information to help buyers better understand their products.
Learn More
Gorjan mentions that they use Fastbooking as their booking engine, but they are still in the process of trialing revenue management systems to optimize their operations.
Product logo
D-EDGE - Booking Engine Booking Engine
THE PITCH
RATINGS
31 HT Score
Gorjan mentions that they use Fastbooking as their booking engine, but they are still in the process of trialing revenue management systems to optimize their operations.
Learn More

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Digital Check-in Enhances Guest Experience

Digital check-in is revolutionizing the guest experience by offering convenience, efficiency, and personalization. In the contemporary, fast-paced world, travelers appreciate these aspects in their journeys. Digital check-in bypasses the traditional front desk process, saving time and minimizing waits, a boon for travelers eager to start their stay.

This method also introduces a level of customization absent in conventional check-ins. Guests can specify their preferences and requests beforehand, enabling hotels to tailor experiences to individual needs. This customization elevates the guest experience, increasing satisfaction and the likelihood of return visits.

Additionally, digital check-in improves communication between guests and hotel staff. Important updates and offers can be communicated through the digital platform, keeping guests informed and engaged. This immediacy can address any concerns quickly, ensuring a seamless and enjoyable stay.

Digital check-in also opens avenues for increased hotel revenue through upselling services and promotions, enhancing the overall guest experience. Guests can easily access additional services, adding value to their stay and boosting their satisfaction levels.

Overall, digital check-in is a significant asset for hotels, improving guest experiences, operational efficiency, and revenue. Embracing technology and offering convenient, personalized check-in options differentiate hotels in a competitive market, creating memorable stays that encourage guests to return. As Gorjan's experiences at Orea demonstrate, prioritizing technology and innovation in hospitality leads to success and customer satisfaction.

Tapping Robots to Enhance the Guest Experience

Hotels are increasingly incorporating robots to enhance guest experiences by streamlining processes and creating unique interactions. Robots facilitate self-check-in, offering a convenient, contactless option that appeals to modern travelers and reduces staff workload, focusing on personalized service.

Beyond check-in, robots assist in various tasks, such as acting as concierges, delivering room service, and guiding guests, introducing a futuristic element to the hospitality experience while improving efficiency and reducing wait times.

Robots also take on cleaning and maintenance, ensuring hotels remain pristine and well-maintained, which enhances guest satisfaction and allows staff to concentrate on personalized guest interactions.

Incorporating robots showcases how technology can significantly improve guest experiences, offering efficiency and novelty. As technology evolves, robots' role in hotels will likely expand, continuously enhancing guest satisfaction and operational efficiency.

 

Embrace Technology for Guest Experience

Technology extends beyond robots in the hotel industry, with digital advancements like artificial intelligence, ERP systems, and internal social networks playing pivotal roles in enhancing guest experiences. These technologies streamline operations, personalize services, and efficiently measure guest satisfaction.

Integrating ERP systems, for instance, allows for efficient management of accounting and housekeeping, enhancing the guest stay. Internal social networks boost employee motivation, reflecting positively on guest service. Focusing on guest experience over transactional value, through personalized offers, fosters long-term guest relationships.

Technologies like TrustYou help hotels gauge guest satisfaction through feedback, enabling continuous improvement. Embracing technology is essential for creating memorable, personalized guest experiences, setting hotels apart in a competitive industry.

Adaptability and Innovation are Key

Adaptability and innovation are crucial in the fast-evolving hotel industry. Embracing new technologies, such as AI, is essential for revenue growth and operational efficiency. Successful hoteliers adapt to market changes and consumer preferences, embracing innovative technologies to differentiate and enhance guest experiences.

Innovation, particularly in revenue management and personalized services through AI, can increase customer satisfaction and loyalty. The podcast emphasizes the importance of adaptability and innovation for long-term success in the hotel industry.

Digital skills are crucial for operational efficiency, personalized service, and creating a competitive advantage in the hotel industry, underscoring the need for a forward-thinking approach to technology and guest satisfaction.

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Jordan Hollander
Jordan is the co-founder of Hotel Tech Report, the hotel industry's app store where millions of professionals discover tech tools to transform their businesses. He was previously on the Global Partnerships team at Starwood Hotels & Resorts. Prior to his work with SPG, Jordan was Director of Business Development at MWT Hospitality and an equity analyst at Wells Capital Management. Jordan received his MBA from Northwestern’s Kellogg School of Management where he was a Zell Global Entrepreneurship Scholar and a Pritzker Group Venture Fellow.