How Mobile Apps Improve Guest Experiences and Onsite Events

By Joe Schwinger Chief Executive Officer, MeetingPlay | January 21, 2018

Technology impacts every facet of our lives. From smart devices to mobile apps, we rely on innovative products to provide convenient and valuable services each day. Not surprisingly, the application of technology has made its way into the hotel industry. Technological integration has become an expectation of hotel guests and an opportunity for hotel managers to improve their bottom line. Well-known technological applications such as mobile check-in, smart TVs, enhanced Wi-Fi and mobile room keys are already present in many hotels. However, there are other ways to use technology in hotel settings that are less well known.

There are several cutting-edge technological applications that have the power to elevate a hotel guest's experience. Hotel owners and managers can also us these applications to attract more guests, generate repeat bookings, enhance existing services, and generate new revenue streams.

Proximity Marketing and iBeacon Technology

Ever since Apple released iBeacon, marketers in every industry have been clamoring to capitalize on its applications. The technology itself involves Bluetooth signals sent from a remote beacon or wearable technology in a retail store, conference room, restaurant, or yes, even a hotel. When a connected mobile device with the appropriate app is within range, the beacon sends a push notification featuring a message related to a discount, sale, or service opportunity.

It's targeted marketing on steroids. The recipient is close enough to take immediate action and has already demonstrated an interest in the product or service. The result is a higher return on the marketer's advertising dollar.

Within the hotel industry, the marketing opportunity is even more personal. Hotel event planners are already taking advantage of proximity marketing mobile apps to enhance attendee experiences. Guests of an event receive notifications when they arrive. These alerts can welcome them to the general session, notify them of presentations, and inform them of exhibitor promotions. Event attendees can also receive notifications for networking opportunities when they're near another person who has similar interests, skills, or job title.


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Coming up in April 2018...

Guest Service: Empowering People

Excellent customer service is vitally important in all businesses but it is especially important for hotels where customer service is the lifeblood of the business. Outstanding customer service is essential in creating new customers, retaining existing customers, and cultivating referrals for future customers. Employees who meet and exceed guest expectations are critical to a hotel's success, and it begins with the hiring process. It is imperative for HR personnel to screen for and hire people who inherently possess customer-friendly traits - empathy, warmth and conscientiousness - which allow them to serve guests naturally and authentically. Trait-based hiring means considering more than just a candidate's technical skills and background; it means looking for and selecting employees who naturally desire to take care of people, who derive satisfaction and pleasure from fulfilling guests' needs, and who don't consider customer service to be a chore. Without the presence of these specific traits and attributes, it is difficult for an employee to provide genuine hospitality. Once that kind of employee has been hired, it is necessary to empower them. Some forward-thinking hotels empower their employees to proactively fix customer problems without having to wait for management approval. This employee empowerment—the permission to be creative, and even having the authority to spend money on a customer's behalf - is a resourceful way to resolve guest problems quickly and efficiently. When management places their faith in an employee's good judgment, it inspires a sense of trust and provides a sense of higher purpose beyond a simple paycheck. The April issue of the Hotel Business Review will document what some leading hotels are doing to cultivate and manage guest satisfaction in their operations.