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Adyen Japan ホスピタリティレポート2024
本レポートでは、ホスピタリティ業界全体から得られた知見とエキスパートの意見を活用し、現在ゲストが何を期待しているかを探ります。さらに、ホテルが決済における最高水準の安全性とセキュリティを維持しながら5つ星の体験を提供するうえで、金融テクノロジーがどのように役立っているかについても解説します。
将来を見据えて ホスピタリティ業界は決して立ち止まることはありません。そこには開拓すべき新しい市場、迎えるべき新しいゲスト、活用すべき新しいトレンドがあります。2024年初めの時点で、世界中で6,000以上のホテルが新たに建設中 であり、2024年中にさらに3,800軒の建設が計画されています。そして来年、世界におけるホテル利用の予約額は、初めて1兆米ドル を超えると予測されています。
しかし、課題も多いのが現状です。不正利用の被害が増加の一途をたどり、労働力は不足し続け、運用コストは増加し続けています。
ホスピタリティは、ゲストのニーズを超えるサービスを提供することを誇りとする業界です。テクノロジーは、業界の課題を解決し、ビジネスチャンスをもたらすことができるのでしょうか?
のホテルは、PCIに完全に準拠していると考えている
のホテルは、決済の不正利用に関する攻撃の試みがこの1年間で増加していると回答している
のホテルは、突合や関連業務がビジネスの野心を妨げていると回答している
のホテルは、突合業務のプロセスが完全に自動化されていると回答している
2024年にゲストが期待していることは? 旅行で何を重視するかは人それぞれに異なります。予約の際、料金を重視する人もいれば、ロケーションを重視する人もいます。特定のブランドにこだわる人もいれば、5つ星のレビューに左右される人もいます。しかしいずれにせよ、宿泊先を簡単に見つけて予約したいと考えています。
フリクション(摩擦)のない体験への期待は決済方法にも及び、ゲストはホテル選びへの期待と同じレベルの選択肢を決済方法にも求めています。実際、特定のオンライン決済方法を希望する日本の消費者は49%にのぼります。
現在、ゲストはスパサービスやルームサービスの質だけでホテルを比較しているのではありません。希望に合う決済方法が使えるかどうかも検討材料になっています。では、ホテルはゲストの期待にどう応えているのでしょうか?
旅行業界はBNPLを導入中。ホテルもその流れに乗るべき? 航空会社やクルーズ会社が後払い決済(BNPL)の導入を進める一方で、ホテルはそのメリットに気づくのに遅れをとっていました。その結果、BNPLの主導権を握ったのがオンライン旅行代理店(OTA)です。
旅行を予約する際、25%のゲストは前払いを好まず、43%は今以上に優れた決済方法が旅行中に使えればもっと大きな買い物をする、と答えています。22%のゲストが、希望に合う決済方法を使えなかったためにホテルの予約手続きを中止したことは前述しましたが、10%が競合である別のホテルを予約していると答えています。BNPLを提供しているホテルはわずか21%ですが、BNPLの導入により、ゲストが求める柔軟性を提供すことができるでしょう。
これは、パンデミックがホスピタリティ業界にどのような変化をもたらし、ゲストの期待がどのように進化し続けているのかを示す一例にすぎません。
「シームレスな顧客体験の提供とは、あらゆるタッチポイントでのフリクションを取り除くことを意味します。モバイルPMSや、セルフサービスオプション、決済問題の迅速な解決により、ホテルはオペレーションを合理化し、データに基づくインサイトを得られます。それにより、ゲストの満足度やロイヤリティを高めると共に、長期的なビジネスの成功をサポートする、パーソナライズされた効率的なサービスを提供することができるのです。」
Chris Adams 氏 Oracle Payments シニア・バイスプレジデント
Adyenがシームレスな体験の提供を推進 ホスピタリティ業界は、PMS、PoS、OTA、CMなど、さまざまなソフトウェアプロバイダー上で運営されています。Adyenは、それらすべてを統合したユニファイドコマース体験を提供します。
当社は、ホスピタリティ業界全体と緊密な関係性を築いてきました。ホスピタリティ業界の企業とただ協力するだけでなく、パートナーとして共に課題に取り組んでいます。当社は昨年のOracle Partner AwardsでGlobal Technology Partner Award を受賞しましたが、この賞はOracleパートナーエコシステム全体で「革新を起こし、ビジネスへの影響を実現し、顧客の成功を実現した」企業を称えるために創設された賞で、この受賞を大変光栄に思っています。
「Adyenと提携した際、当社はさまざまな国に複数のウェブサイトがありました。
当社の目標は、グループ全体のための単一のプラットフォームとモバイルアプリを構築すること、そして何よりもオムニチャネル管理を改善することでした。当社の決済取引をすべて統合し、可能な限りスムーズでシンプルな体験を提供できるパートナーを持つことが、当社にとって重要でした。」
Vincent Deriot 氏 B&B HOTELSイノベーション担当CTO
83%の日本のホテルが3社以上の決済プロバイダーと提携 以前からホスピタリティ業界には技術的なリソースが不足しており、自社で独自に開発するのではなく、サードパーティの製品に依存してきました。旧式のプロバイダーが主流で、時代遅れのテクノロジーに頼っています。人為的ミスにつながるマニュアル作業が多く残っていたり、大きなホテルグループでも地域によって異なる複数のプロバイダーを利用したりしています。
この状況は不便なだけでなく、ゲストの信頼にも影響する可能性があります。これについては次の章で説明します。
ゲストに「安心」を提供するために シームレスな予約プロセスがなければ、カスタマージャーニーは始まりません。しかし、安全性とセキュリティも最大の懸念事項です。不正利用に不安を感じる消費者はますます増えています。ホテルに宿泊して不正利用の被害に遭ったことがある日本の消費者はわずか2%ですが(平均被害額は77,940円)、不正利用の被害に対して不安に思うと回答した消費者は61%にのぼります。
これは他の業界でも見られる問題です。当社の2024年版リテールレポートによると、日本の買い物客の9%はセキュリティ上の懸念が原因で何も購入せずにオンラインストアを出ることが多いと答えており、24%は決済の不正利用への懸念から10年前よりも現在の方が買い物をするのが危険だと感じていると答えています。
しかし、ホスピタリティ業界は、電話での支払いなど、他の業界ではあまり一般的ではない従来からの支払い形態が今でも使われているため、特に脆弱です。
当社の調査では、ホテルとゲストとの間に明らかな乖離があることが判明しています。実際、2%のゲストは電話で支払い情報を提供するよう求められたことに大きな不快感を覚え、そのホテルでの次回の宿泊予約をやめたと回答しています。
ゲストの滞在も決済も、より快適に ゲストにはそれぞれ自分の好みの決済方法があり、クレジットカードのポイント付与が大きな理由となっています。しかし、今日のゲストは特典だけでなく、決済の安全性も求めています。当社の調査では、ゲストは決済方法に関する状況とセキュリティ対策について、ますます理解を深めていることがわかっています。
Adyenがより安全な体験の提供を推進 適切なセキュリティ対策を講じることで、ゲストの個人情報は予約時からチェックアウト時まで保護されます。トークン化により、ゲストの機密データが非機密の情報に置き換えられます。
「ゲストの立場からすると、決済について考えたくはないでしょう。考えたいのは、どんな体験ができるか、ということです。」
Janine DiGioacchino 氏 QC Terme Spas and Resorts、CEO
決済のトークン化とは、Adyenなどの決済サービスプロバイダーがホテルに代わってトークン化を行うことです。ゲストのクレジットカード番号(PAN)を保存してトークン化し、生成されたトークンを使用して滞在中のシームレスな取引を行うことで、セキュリティを損なうことなくゲストのニーズをより深く理解することができます。予約時に使用される決済情報を、ホテル管理システム(PMS)に到達する前にトークン化することで、PCIの範囲を縮小します。
この方法はゲストからも好評です。例えば、ホテルのスパでリラックスするときに、クレジットカードを持ち歩く必要がなくなるからです。
「ホテルは決済情報や個人識別情報を含む機密性の高い顧客情報を扱っているため、安全なデータ処理が最優先事項となっています。InforとAdyenのパートナーシップにより、Inforのアプリケーションは暗号化された決済データをトークンの形式で受信できるようになります。つまり、情報が安全に送信・保存されるため、データ漏洩のリスクを軽減することができるのです。セキュアな決済処理を優先することは、より安全な顧客体験を提供し、データの保護や顧客との信頼関係の維持に役立ちます。」
David Purcell 氏 Infor Hospitality、グローバルプロダクツ、VP
ゲストと従業員の双方に最高の体験を提供するために 正しいテクノロジーの利用が予約体験の向上に繋がるのは明らかです。しかし、テクノロジーによって大きく差別化できるのは、ホテルの日常的なオペレーションでしょう。最たる例は、アプリやキオスクの導入による、サービスの迅速化です。飛行機の搭乗やタクシーの予約と同様のスムーズさが、ホテルのチェックインでも求められています。
チェックインプロセスの効率化への関心が高まる一方で、ゲストの滞在をより快適にし、従業員が働きやすい環境にするために、目に見えない部分にもテクノロジーを活用できる余地があります。
ゲストは滞在がシームレス、安全、ストレスフリーであることを望んでいる 適切なテクノロジーを利用することで、滞在時のさまざまな問題を軽減することができます。
その場の状況にすぐに対応 決済に関して、ゲストは驚くほど多くの問題を抱えています。ルームサービスからプールサイドのドリンクまで、滞在中に支払いが必要な場面がいくつもあることを考えると、当然のことでしょう。柔軟で、信頼性が高く、安全な決済テクノロジーは、ゲストの滞在の質をより高めます。
ここでも、イノベーションが定着しつつある他の業界から学ぶべき教訓があります。小売業界では、モバイルPOS(mPOS)ソリューションが普及しており、スタッフはレジカウンターから解放され、店内のどこでも接客でき、取引が迅速かつ便利な方法で行えるようになっています。また、高級店でもシンプルかつ直感的な方法が標準となり、取引の最大75%がタッチ決済で行われています。
「シームレスな顧客体験の提供とは、あらゆるタッチポイントでのフリクションを取り除くことを意味します。モバイルPMSや、セルフサービスオプション、決済問題の迅速な解決により、ホテルはオペレーションを合理化し、データに基づくインサイトを得られます。それにより、ゲストの満足度やロイヤリティを高めると共に、長期的なビジネスの成功をサポートする、パーソナライズされた効率的なサービスを提供することができるのです。」
決済ができること 重要なのは、新しい決済テクノロジーの提供だけではありません。ビジネスのあらゆる要素を統合することが不可欠です。最高の状態は、決済データが持つ力を最大限に発揮することです。それにより、技術的な問題や不正確な請求など、ゲストの再来を妨げる問題を最小限に抑え、ゲストが期待するパーソナライズされた体験を生み出せるようになります。また、ゲストへの理解が深まり、ゲストにもメリットが生まれます。
決済データが物語るのは、ゲストがスパトリートメントを楽しんだり、レイトチェックアウトに追加料金を支払ったりすることだけではないのです。ゲストがどのような人物で、何がゲストにとって重要かがわかります。ゲストは、日の出ヨガのクラスに参加するような人物でしょうか、それともホテルのバーで深夜までお酒を楽しむような人物でしょうか?そして、その知識はゲストが次回滞在する際のサービスにどのように役立つでしょうか?
12%のゲストは、ホテルがゲストの体験をパーソナライズすることはほとんどできないと感じています。トークン化の使用といった単純なことから、リピーターの認識、ロイヤルティプログラムの構築、構築した顧客プロファイルに基づいてアップセルできるサービスの把握まで、決済データはサービス内容に大きな違いを生む力を秘めています。
Adyenがよりスムーズな体験を提供 予約からチェックイン、ショッピング、食事、チェックアウトまで、Adyenはすべての決済サービスを1つのプラットフォームにまとめます。これは、オンラインとオフライン、あらゆるチャネル、あらゆる場所、世界中のどこでも使える単一のプラットフォームであり、すぐに拡張できる柔軟性を備えています。
また、すべての決済データを1か所にまとめることで、インサイトを簡単に活用し、ビジネスを最適化し、ゲストのロイヤルティを高めることができます。
「以前は、PC作業、ペーパーワーク、メールチェックに多くの時間を費やしていました。Adyenを導入してからは、日々の業務が楽になり、スタッフがゲストの対応に注力できる時間が増えました。スタッフもゲストも有意義に時間を使うことができ、皆が満足できていると思います。」
Santi Roggio 氏 Grand Hotel Timeo, A Belmond Hotel、コンシェルジュ長
適切なテクノロジーは、ゲストの満足度を高めます。それだけでなく、従業員の満足度、効率性、生産性を高めることもできます。
パンデミック以前の最盛期でさえ、ホスピタリティ業界は寄せ集めのソリューションに悩まされていました。パンデミックから5年が経とうとしている現在、旅行の需要が2020年以前のレベルに戻りつつあるにもかかわらず、労働力不足は依然として深刻な問題であり、状況はさらに悪化しています。
米国を例に説明しましょう。米国労働統計局によると、ホスピタリティ業界では100万以上のポストに空きがあります。米国市場に限って言えば、同業界は離職率も最も高い市場の1つです。これはつまり、常に時代遅れのシステムで新入社員をトレーニングする必要があり、その社員が入れ替わるたびに同じことを繰り返さなければならないということです。
ホスピタリティ業界の最前線で働く人たちから繰り返し聞かれるのは、仕事の量が過重であること、人員不足に陥っていること、そして時間のかかる管理業務に追われていることでした。
なお、28%の日本のホスピタリティ事業者は、十分な人員がいないために、自社が受け取る請求書を管理することが難しいと回答しています。
ペーパーワークとパーソナライゼーション なお、15%の日本のホスピタリティ事業者が、突合業務に週20時間も費やしていると回答しています。20時間あれば、ゲストとの会話や、サービスのアップセル、初回訪問者をリピーターに変える貴重なフィードバックの収集などをより多く行えるはずです。
「革新的なソリューションを備えたAdyenは、お客様にシームレスな体験を提供するだけでなく、当社の運用チームがバックオフィスで行う突合業務もシンプルにしてくれます。」
Mark Chan 氏 Frasers Hospitality、COO
最高の体験を提供する ホスピタリティ業界においては、適切なテクノロジーが大きな違いを生み出します。ゲストは、予約の時点から安心感を感じ、チェックインして滞在時間を楽しむにつれてその気持ちが深まります。従業員は、ゲストに最高の滞在を提供するための単調な仕事から解放され、ゲストが満足してまた訪れたいと思ってもらえるように、「おもてなし」に集中できます。ホテルの経営者側は、現在あるものを最大限に活用し、将来に備えることができるようになります。
ホスピタリティの核心は、ゲストに最高の体験を提供する、そしてその体験はゲストごとに異なることを理解する、という思考にあります。ホスピタリティ業界の複雑さを、Adyenは理解しています。Adyenはそれを解消し、従業員全員が最も得意とする業務に集中できるように支援します。
Adyenの導入で実現できるのは、事業を展開するすべてのチャネルと地域にわたる決済管理の一元化です。新しい販売チャネルを迅速に開設し、新しいゲストジャーニーを本格化するための柔軟性も得られます。また、Adyenは単一のシステムであり、すべてが1か所にまとまっているため、突合業務の高速化、正確化が実現するだけでなく、業務のパフォーマンスとゲストのニーズに関するインサイトもより迅速かつ正確に得ることができます。ただし、高速化が実現しても、セキュリティが犠牲になることがあってはなりません。これは当社の最優先事項であり、ホスピタリティ業界の大手企業がPCIに確実に準拠できるように支援しています。
Oetker Collection:高級ホテルのゲスト体験 シームレス
複数のシステム、代理店、サードパーティにまたがる決済処理は、ホスピタリティ業界に共通する悩みの種ですが、Adyenの活用により、世界中のOetker Collectionホテルに宿泊するゲストは、一貫したサービスを受け、好きなときに好きな場所で好きな方法で支払いを行うことができます。
セキュア
The Woodward on Lake Genevaでは、予約からチェックアウトまで、ゲストの個人情報が保護されています。トークン化によって機密データが置き換えられるため、ゲストはカードの提示、コード入力、請求書への署名が不要で、ドリンクの購入やスパトリートメントの予約ができます。ホテルは、PMSを通じてのみ暗号化されたトークンにアクセスできるため、不正利用のリスクが軽減されます。
スムーズ
単一のプラットフォームにより、スタッフはレポート作成に費やす時間を低減でき、知見やデータを確認する時間が増加。より良いゲスト体験の提供に繋がります。
「Adyenの導入を検討中のホテルに私から申し上げたいのは、素晴らしい体験が待っている、ということです。Adyenと一緒に仕事をするのは楽しいですし、彼らは前向きで、解決策やアイデアを考え出してくれます。『共に取り組み、どうすれば実現できるかを考える』という文化に触れることができます。」
Bryan Hammer 氏 Belmond Hotels、IT担当副社長
調査方法
この「Adyen Japan ホスピタリティレポート2024」は、世界中のビジネスに影響を与えるグローバルおよびローカルなトレンドを探るレポートです。19の国と地域の企業および消費者のデータをまとめています。
企業インサイト
Censuswide社が、英国、ベルギー、フランス、ドイツ、アイルランド、イタリア、オランダ、ポーランド、アラブ首長国連邦、日本、ブラジル、メキシコ、カナダ、米国、デンマーク、ノルウェー、ポルトガル、スペイン、スウェーデンの7,661のホスピタリティ宿泊施設事業者(18歳以上)を対象に調査を実施しました。サンプルでは個人事業主を除外し、スケールアップ企業や大企業に焦点を当てました。調査実施期間は、2024年5月31日~6月19日です。
消費者インサイト
Censuswide社が、オーストラリア、香港、インド、日本、マレーシア、シンガポール、ベルギー、デンマーク、フランス、ドイツ、アイルランド、イタリア、オランダ、ノルウェー、ポーランド、ポルトガル、スペイン、スウェーデン、アラブ首長国連邦、英国、ブラジル、メキシコ、カナダ、米国の31,312人の消費者(18歳以上)を対象に調査を実施しました。各国で全国代表サンプル調査を行いました。調査実施期間は、2024年6月3日~19日です。