What's Next for Guest Engagement
By Derrick Garrett Founder & Chief Executive Officer, Roundhouse Multimedia | April 12, 2020
As we begin the new decade, the evolution of hotel guest engagement continues to advance. In previous articles I've focused on Music Architecture and why it's critical in evoking the desired experience within designated areas throughout the hotel. I've shared my expertise in using the "right" music to shape experiences that effectively linger in the memory of guests well beyond their departure.
Music is therefore as much an asset as other marketing tools used to strategically build hotel brand equity, perpetuate guest-generated social media feedback, and influence repeat stays. Therefore, key marketing drivers such as music must continue to be meticulously nurtured to the fullest extent. And although technology, social media, and hospitality trends will continue to influence guest demands, hoteliers that stay ahead of the curve of engagement and are consistently focused on "what's next", will always be competitive in the marketplace. But what exactly "is" next and how will it be effectively integrated to complement music?
The Challenge in Staying Ahead of the Curve?
The challenge is that hotel GMs as well as corporate HQ decision-makers must maintain a delicate balance between managing the cost of elevated guest experiences, ensuring experiences appropriately integrate with other elements within the environment, and of course making certain it all culminates to create quantifiable results – ROI. I reiterate the point that when it comes to tools to support stronger guest engagement, such initiatives don't necessarily cause a spike in the budget. When such tools allow for more efficient use of staff time, while simultaneously elevating the guest experience, the net result is often savings in the short and long run.
But as we all know; every hotel is different. Engagement solutions have to be unique and impactful, but they must also be flexible in aligning with the brand identity as well as the distinct environment within the property seeking a desired guest experience. This all leads us to a need for variety in tools, including the possibility of customizing the level of engagement based on budget and the ability to control the tools such that they complement each other accordingly. Sounds like a lot, but such capabilities are here!
The "Next-Gen Guest Experience"