Facial recognition for the hospitality sector: what are its applications and benefits?

The Dominican Republic has stood out in the global tourism scene for its paradisiacal beaches, rich culture, and exceptional hospitality. The hospitality industry, as a key pillar of tourism, has experienced significant growth in recent decades. Tourism contributes more than 20 billion dollars to the GDP and is a sector with strong investments the country: it represents approximately 17% of the GDP, according to data from the Central Bank.

By the end of 2023, the Dominican Republic had consolidated itself as one of the preferred destinations for global vacationers, with an occupancy rate close to 75% throughout the year, across a total of 88,000 hotel rooms, solidifying its position as a favorite destination for many tourists worldwide. Punta Cana, in particular, is the main attraction.

Although tourism in the country is based on various offerings, beach tourism and the "all-inclusive" concept dominate among visitors.

Technology at the service of the customer.

In the digital age, the hospitality industry faces constant and evolving challenges, with service efficiency and guest security at the heart of decision-making.

Facial recognition technology, which was once limited to science fiction or used only by security agencies, now promises to transform how hotels welcome their guests. This innovation accelerates processes and elevates the customer experience to an unprecedented level of personalization and security.

With many hotels maintaining an occupancy rate above 80%, it is crucial to implement technologies that allow for efficient and pleasant management of their guests. This is where facial recognition technology contributes to a faster and more secure check-in process..

Other technologies based on artificial intelligence (AI) are also being implemented to enhance services within the hotel, such as virtual assistants that manage bookings, butler services, and more.

What is facial recognition?

Facial recognition is a biometric technology that identifies and verifies a person's identity based on the unique physical features of their face. By integrating cameras and advanced software, this system can quickly compare the captured facial features with photographs stored in a database, making the verification process fast and contactless.

Benefits of facial recognition in hospitality

Speed in check-in

Imagine a world where, upon arriving at a hotel, instead of waiting in line to check in, you simply walk past a device that recognizes your face and completes your check-in in seconds.

This, which we had already seen in immigration processes at several airports, is being implemented in pioneering hotels around the world. In addition to reducing wait times and improving flow, this system also enhances the guest's first impression, thanks to a surprise effect and a futuristic approach.

Enhanced security

Security is an undisputed priority in any establishment that hosts visitors. Facial recognition provides an additional layer of security, as it allows hotels to effectively verify the identity of guests.

This is useful in situations where traditional identification might be forged or stolen. It also facilitates access control and monitoring of restricted or exclusive areas within the hotel.

How are AI and facial recognition integrated into hotels?

Combining AI with facial recognition offers several additional benefits. Let's look at some examples.

Virtual assistants

AI-powered virtual assistants can interact with guests through facial recognition, providing a more intuitive and personalized service. They can manage restaurant or amenity bookings (such as courts), schedule spa appointments, request room service, and answer frequently asked questions.

Service automation

When we talk about automating services using AI and facial recognition, we refer to automatically adjusting the temperature, lighting, and other aspects of the room according to the guest's preferences. This improves comfort and well-being, while also contributing to energy efficiency.

Challenges and ethical considerations

Despite the benefits, the implementation of facial recognition in hospitality also presents ethical considerations and challenges that need to be addressed.

Data privacy

The collection and storage of biometric data raise privacy concerns. It is crucial for hotels to implement strict measures to protect guests' personal information and comply with data protection regulations.

Accuracy and biases

Facial recognition technology must be accurate and fair. There are concerns about the accuracy of recognition across different ethnic groups and genders, which could lead to unintentional discrimination.

Developers must train the algorithm with diverse sources to mitigate these biases and ensure fairness in its use.

Success stories in the use of facial recognition

Marriott International

Marriott International has been a pioneer in adopting facial recognition to enhance the experience of its guests. They have implemented automated check-in systems in several of their hotels, allowing guests to check in within seconds upon entering the lobby.

source: https://www.economiadigital.es/tendenciashoy/viajeros/marriott-check-in-accor-reconocimiento-facial_567164_102.html

Hilton Hotels & Resorts

In the case of Hilton, incorporating these technologies makes it easier for guests to manage their reservations, request services, and receive personalized recommendations during their stay.

source: https://iwatchsystems.com/commercial/2010/10/18/hilton-hotel-installs-facial-recognition-system/

The future of facial recognition in hospitality

The coming years for the sector are promising, with significant growth potential as technology advances and becomes more accessible.

Technological innovations

Future innovations in facial recognition are expected to include greater accuracy, speed, and integration capabilities with other smart systems in the hotel.

Global expansion

As more hotels adopt this technology, it is likely that we will see a global expansion of facial recognition in the industry. This will not only enhance the guest experience but also set new standards for security and operational efficiency in the indu.

A unique opportunity for the sector.

Facial recognition represents a technological revolution for the hospitality industry, bringing a balance between operational efficiency, enhanced security, and personalized service. As society becomes increasingly technological and digital, the expectations for instant and secure services will continue to grow. Hotels that adopt these innovations will be at the forefront of technology and offer unparalleled experiences that could define the future of the sector.

The future of hospitality is linked to the adoption of advanced technologies, such as the ones discussed in this article. The Dominican Republic, with its thriving tourism sector, is in an ideal position to lead this transformation by adopting these systems to strengthen its position as a preferred destination for travelers from around the world.

By:

Neuston Galvan, Country Manager RD.