The Fourth-Screen: Providing the Right Digital Experience for On-Property Hotel and Resort Guests
By Mariana Mechoso Safer Senior Vice President, Marketing, HeBS Digital | January 04, 2015
Jason Price, Executive Vice President, HeBS Digital co-authored this article
Connecting with Hotel Guests on the Move
In general, retailers need to use digital more effectively to create a better connection with their consumer. Two in three consumers do not find the information they need in-store, and 43% leave feeling frustrated (Google). The same could apply to hospitality. By using technology to determine that a guest is on property, and not researching before the reservation, a hotel can serve a completely different and more relevant experience to the user. A more customized experience will put a hotel ahead of its competition.
What is the Fourth-Screen and How Does it Help to Connect with the Guest?
After desktop, mobile, and tablet versions of the website, a fourth-screen, or Guest Portal, can speak more to the on-property guest experience. The fourth-screen is a responsive version of the existing hotel website customized with content relevant mainly for the on-property guest. It is most commonly seen by people on their mobile devices within a certain radius of the hotel, or by those connecting to the hotel's wifi.
On-property Guest Portal content should include information such as FAQs, check-in and check-out information, fast facts, area map, calendar of events, language sensitivity, and revenue generating opportunities like upgrades, latest special offers and dining options at the hotel. Incorporating the PMS adds an additional layer of technology which allows a direct communication channel with personalized content, such as stored billing information and the ability to complete last-minute purchases prior to check-out. Some hotels are even experimenting with tying the fourth-screen to the guest room's smart TV (shall we say fifth screen?) to have one single voice online and on television.
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