From check-in to amenities, mobile functionality is continuing to evolve the guest experience at hotels. Do you know of all the many ways mobile technology is being integrated into the hospitality industry?
The field of consumer technology has a lot in common with the hospitality industry.
Think about it – the vendors’ priorities, and the benchmarks for success with the consumer overlap in a number of ways. The user (or guest) experience is expected to be seamless, fast and convenient, something which technology can help to improve.
For example, consider the role that Wi-Fi plays in a guest’s hotel experience today.
Forrester Research reported that 94% of those surveyed agreed that the most important thing that they look for in a hotel is quality Wi-Fi throughout the hotel and in their rooms.
Furthermore, according to a J.D. Power survey, Wi-Fi is among the top three amenities that guests expect when staying at a hotel. In addition to breakfast and parking, Wi-Fi is top of the list for guests.
Without a complimentary Wi-Fi option, guests are often less than happy. Dissatisfied guests are more likely to complain, post bad reviews online, spread their opinion via word of mouth, and look for a different hotel to stay at the next time.
And that’s just Wi-Fi.
The key differentiator between hotels that are making the most of modern technology and those that are being left behind is in how they use mobile technology.
The guest has a powerful device in the palm of their hand – if a hotel isn’t integrating as many aspects of their hospitality as possible into that device, then they’re failing to make the most of an important available resource.
Depending on the hotel in question, guests can now use their mobile devices to handle a number of aspects of their hotel experience, including:
And that’s just on the guest-end of the experience. All of these features allow them to more conveniently control the way they enjoy their stay at the hotel.
But what about potential guests, who haven’t yet booked their stay?
Some hotel chains have capitalized on available technology to enhance the way they promote their facilities and services, both to potential guests, and those that have stayed with them before (and may stay again).
For example, some hotels are offering 360-degree, virtual reality tours of their hotel rooms. This gives potential guests a better idea of what the space is like and what they are paying for.
On the other end, hotel chains can enhance their Customer Relationship Management efforts using new technologies. This is achieved both by tracking guest experience quality on social media and online review sites, as well as integrating loyalty reward programs into their branded apps.
In a nutshell? Hotels and other members of the hospitality industry need to get on board and adopt new technology. Or else, they will be left behind.
Like this article? Check out our blog on technology in the hospitality industry to learn more: