The Foundation of Mobile Engagement in a Hotel

By Tom Moore Retail and Hospitality Industry Lead , Zebra Technologies | January 11, 2015

In today's fast-paced world of the hotel industry, guests are demanding that they have the ability to engage on property with their smartphones. What if you knew when a particular guest was arriving as he or she walked in? What if guests had the option to skip the check-in line and go right to their rooms? And what if you could send personalized messages to guests based on their loyalty program data and previous behavior? Beacon technology can now make all of this possible, and it will enable the next generation of guest engagement and a much deeper level of personalized interaction with guests than ever before. With a blend of Bluetooth® Smart and Wi-Fi indoor locationing technologies, hoteliers can provide every guest with the ultimate in personalized service from the moment they walk into the hotel to the moment they walk out.

The challenge moving forward is delivering the ultimate in personalized customer service to improve guest loyalty and sales. All hotels and resort properties face the same challenge - today's guests have so many choices, and the competition is always just a few keystrokes away. Outside of price, service has become the key differentiator. To earn the sale of a room and repeat visits, hoteliers need to deliver the very best in service every time a guest walks through the door. And indoor locationing technology can make that happen - automatically.

While indoor locationing is not new, the latest generation of this technology allows hotels to provide their guests with the one thing they crave and the one thing they demand in return for their loyalty - the ultimate in personalized service. Today's indoor locationing technology can unlock the door to a new level of business success, allowing hoteliers to achieve and exceed goals for guest satisfaction, guest retention and revenue.

The first step in determining whether an indoor locationing solution is right for a hotel and its guests is to understand the underlying technologies and their benefits. As indoor locationing evolved, three
facets of the technology emerged: Wi-Fi locationing, Bluetooth Smart locationing and analytics. It is the
combination of a mobile loyalty application and these technologies that form the foundation of an indoor locationing solution capable of delivering mobile engagement and personalized service in the hotel.

For Background, It's Good to Understanding the Evolution of Indoor Location Technologies

Phase 1: Monitoring the Location of the Workforce and Assets Inside the Enterprise

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Coming up in February 2019...

Social Media: Getting Personal

There Social media platforms have revolutionized the hotel industry. Popular sites such as Facebook, Twitter, Pinterest, Instagram, Snapchat, YouTube and Tumblr now account for 2.3 billion active users, and this phenomenon has forever transformed how businesses interact with consumers. Given that social media allows for two-way communication between businesses and consumers, the emphasis of any marketing strategy must be to positively and personally engage the customer, and there are innumerable ways to accomplish that goal. One popular strategy is to encourage hotel guests to create their own personal content - typically videos and photos -which can be shared via their personal social media networks, reaching a sizeable audience. In addition, geo-locational tags and brand hashtags can be embedded in such posts which allow them to be found via metadata searches, substantially enlarging their scope. Influencer marketing is another prevalent social media strategy. Some hotels are paying popular social media stars and bloggers to endorse their brand on social media platforms. These kinds of endorsements generally elicit a strong response because the influencers are perceived as being trustworthy by their followers, and because an influencer's followers are likely to share similar psychographic and demographic traits. Travel review sites have also become vitally important in reputation management. Travelers consistently use social media to express pleasure or frustration about their guest experiences, so it is essential that every review be attended to personally. Assuming the responsibility to address and correct customer service concerns quickly is a way to mitigate complaints and to build brand loyalty. Plus, whether reviews are favorable or unfavorable, they are a vital source of information to managers about a hotel's operational performance.  The February Hotel Business Review will document what some hotels are doing to effectively incorporate social media strategies into their businesses.