No tech phroggers in this Den

Tech-plus hospitality should not be Human-minus experiences. Speaking to Vinesh Gupta, General Manager - The Den, Bangalore reassures you that no matter how cost-savvy, fast and easy using AI, CRM and bots get; there would still be hotels that will not sacrifice the essence of hospitality.

Vinesh Gupta has grabbed software and tools that are premium and exclusive in this sector—but has also been reflective enough to know when to abstain from using them. Here’s why and—more importantly—why not a good hotel uses AI-assistants, geo-location data, wrist-bands, white-hat security, and connected cars (for the hotel’s drive to and fro). Technology should be a pillow that a guest enjoys in the soft and cushy bed of a hotel experience—not a pebble. And that’s exactly what Vinesh double-checks on as he strives to create that perfect den for every guest. How? Let’s check in for more.

It has been crafted for modern travelers, and this premium staycation destination opened its doors in India in 2017. We are a very modern hotel and our aim is to create millennial luxury.

Are you in your Den—that’s a good theme (and a name to begin with) to inspire work at your hotel. What are you building every day and how do you make sure this ‘den’ is not a ‘cage’ or a ‘cave’?

The Den, Bengaluru marks the first hotel expansion by the renowned Israeli hospitality chain, Dan Hotels. It has been crafted for modern travelers, and this premium staycation destination opened its doors in India in 2017. We are a very modern hotel and our aim is to create millennial luxury. We came up with this name while brainstorming with brand consultants from McCann New York and Mumbai. Our passion is to make sure that a guest feels safe, inspired, relaxed and pampered in this Den.

Does technology help? How much? Specially with all the hype around self-check-ins, robo-assistants and use of guest-wearables? Does a humanoid or a tech-face not feel uncanny and creepy in an industry which has always been about the ‘Midas human touch’?

We are Indians and the DNA of traditional hospitality is engrained deep in our hearts. It can never be about lip-service or doing the job in a blunt way and that’s why too much technology would always be a question mark. I still remember how airlines like Jet Airways would go an extra mile – I have instances in my memory where I have boarded for urgent work and how everything became easy and fluid just because there were humans assisting me—humans who actually cared. That’s missing in today’s operationally-focused and tech-heavy airlines.

Interesting and refreshing to hear that. So how do you make sure technology aligns with the human angle?

For instance, when we looked at the speed limit of Internet offered to our guests, we decided that it should feel like a home-experience to them. But to do that we needed to intelligently slice and allot bandwidth. Using AI there to divide speed at various times—that is a good use. Basically, anything that helps to enhance the experience is a good choice. We also have a humanless hotel in our portfolio in a global location. We are as traditional as hotels were 50 years back and we also have humanless places- so we are on both extremes but in a well-thought-out way. Anything that is just there as a frill or something to showcase—that does not make the cut. Like how we tried ‘connectedness’ in the cars for taking guests from airport to hotel. When we asked our drivers how much that feature is actually used by a guest, we learnt that most do not want to ‘work’ on the way and would rather nap or watch some entertainment. That’s the approach we take—technology where it really helps and not ‘just for the sake of it’.

If you consider Indian Data Protection laws then there are many concerns of invasion of privacy. I would use geo-location only with consent and only when it can lift up experience.

In IDC’s report ‘FutureScape: Worldwide Hospitality, Dining, and Travel 2024’ we can see that by 2026, nearly two-thirds of hospitality/travel brands will have added location-based awareness to their unified customer data strategies. What’s your view on using geo-location for hyper-localised services? Do guests love wearables or do they feel strapped?

If you consider Indian Data Protection laws then there are many concerns of invasion of privacy. I would use geo-location only with consent and only when it can lift up experience. But there again, there’s a very thin line. A guest may actually feel spooked-out if the hotel serves him/her a very personal burger out of nowhere at a wrong time or place. Do you like it when you realise that a tech tool knows everything about you or is following you? No one does. You have to distinguish between one-time choices and patterns of behaviour. That, again, needs a seasoned, and human, eye. Technology works best as an enabler to understand a guest’s behaviour. Surprising a guest with a single malt whiskey at the right time—just how that person likes it or giving the guest the right mattress—that’s where technology can help. There is a fine line between privacy and good service.

But do hotels face the problem of ‘not enough data’ here—specially when they want to tap AI and CRM?

Well, in every interaction, the ML improves. And even if we share all the data as the hospitality industry, it would fade in comparison to what the financial or retail sector has.

What about bots?

If you look around, the cost of deploying technology has come down a lot. I recently tried the chat-bot of a very famous private bank and after 10 questions, the bot kept repeating itself. When I asked—Am I talking to a bot, it answered: I do not understand. That’s the challenge. That’s why we stick to a hybrid model where the bot can escalate to a human, as soon as there is a hint of the need for a human perspective or engagement. We have bots but till the time humans can do the job, just using a bot because it’s fancy—that is not right.

What happens in Vegas does not always stay there—anything that the hospitality industry learnt from the big hacking attacks seen in many casinos and hotels some months back?

We keep updating and upgrading our firewalls. We have all checks and balances in place. We also do testing like white hackers. We send phishing emails to our own employees and see their habit-driven behaviours and then correct them where needed. What works best – whether you are looking for physical safety or digital safety – is creating unpredictability. A stalker always gives up when the target is unpredictable in the way s/he moves and the places s/he goes to. Same works with data. We have data back-ups in many forms—Cloud, physical, in form of tapes and in different places. Having said that, cyber-insurance is also important. Cops are always catching up to criminals. So one has to be prepared when it comes to cybersecurity. We take it very seriously.

I used to get very excited about tech—& always wanted to be the first one to do it. As I became mature, I learnt to boil it down to one line: is this tech a service or a product? That answers a lot for me.

So what’s your litmus test when deciding on technology’s use?

We are here to serve our guests. We use technology where it is needed and not a choice. We are a tech-forward company. But we know that a guest is not bothered about our tech showcase. Is the technology something they really want? Will it make anything convenient? Those are some questions that matter. We use technology only where it can help us to enhance experiences.

Any examples?

I use software that can throw data at me in that context—like how many plumbing hours went in or what was the volume of water consumption in rooms or are there any special hygiene or equipment requirements for bathrooms (if they came up during a stay) or anything that helps to calculate carbon footprint- all that data which I can use sometime-somewhere for a better experience. I used to get very excited about technology—and always wanted to be the first one to do it. As I became mature, I learnt to boil it down to one line: is this technology a service or a product? That answers a lot for me.

So when something hot pops around, how do you judge it?

We do deep dives and our own research for anything new and hot. We also take views from long-time guests. But technology cannot be used to cut down human interaction. Because no matter how many robots or touch-less tools a hotel puts in, humans still like to come to a lobby – to talk, to see other people and to be there.

Vinesh Gupta

General Manager - The Den, Bangalore

By Pratima H

pratimah@cybermedia.co.in