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 June 2019...

Sales & Marketing: Selling Experiences

There are innumerable strategies that Hotel Sales and Marketing Directors employ to find, engage and entice guests to their property, and those strategies are constantly evolving. A breakthrough technology, pioneering platform, or even a simple algorithm update can cause new trends to emerge and upend the best laid plans. Sales and marketing departments must remain agile so they can adapt to the ever changing digital landscape. As an example, the popularity of virtual reality is on the rise, as 360 interactive technologies become more mainstream. Chatbots and artificial intelligence are also poised to become the next big things, as they take guest personalization to a whole new level. But one sales and marketing trend that is currently resulting in major benefits for hotels is experiential marketing - the effort to deliver an experience to potential guests. Mainly this is accomplished through the creative use of video and images, and by utilizing what has become known as User Generated Content. By sharing actual personal content (videos and pictures) from satisfied guests who have experienced the delights of a property, prospective guests can more easily imagine themselves having the same experience. Similarly, Hotel Generated Content is equally important. Hotels are more than beds and effective video presentations can tell a compelling story - a story about what makes the hotel appealing and unique. A video walk-through of rooms is essential, as are video tours in different areas of a hotel. The goal is to highlight what makes the property exceptional, but also to show real people having real fun - an experience that prospective guests can have too. The June Hotel Business Review will report on some of these issues and strategies, and examine how some sales and marketing professionals are integrating them into their operations.