What CHR's "The Mobile Revolution is Here: Are You Ready?" Means for Hotels
By Marcus Robinson Chief Experience Officer, Monscierge | January 17, 2016
Cornell's Center for Hospitality Research (CHR) recently published The Mobile Revolution Is Here: Are you Ready? They surveyed several hundred travelers and asked about their expectations regarding a mobile offering from their host. The findings support what progressive hospitality brands have been suspecting - that we exist in an industry built on an assumption that guests desire a drawn out welcome as they walk in the door - but that's not what guests say they want anymore. What are they saying? They want what Uber and AirBNB are giving them. They want to know when the car's going to arrive so they don't have to wait. They want to know when their room is going to be ready.
The only thing keeping hospitality from winning this experience back from the sharing economy is our collective vision as its leaders. It's about far more than just selling rooms. Travelers want to know, if Uber can tell them to the minute when a car will arrive, why can't a hotel tell them when a $1000 room is ready? The peer-to-peer economy provides authentic, local, inside information and experiences that are not as easy to come by in a traditional hotel. Throw in free broadband and instant communication with hosts and the choice is obvious, especially if you think about it in context. If my peer-to-peer host called and asked what I like to eat ahead of time, I'd gladly tell them so they could help me prepare. So, if my hotel called, of course I would give out this information - But hotels don't ask.
Simply put, hospitality has to leverage its traditional offerings of luxury, security, and know-how, as well as add value with up-to-the-minute information and personalized experiences, just as we all suspected and now find suggested by travelers and reported in this Cornell study.
I've summarized the report and also added a link to download a full version. What do these findings really mean to hotels and brands? How can hospitality quickly respond and meet these guests' expectations?
This is a three-part academic study originated by Intel and Monscierge. Monscierge provided the technology used for real-life scenarios and testing purposes in the field throughout the study. All research and reporting was conducted by CHR. This article is representative of my personal opinion of the results.
When Cornell's Center for Hospitality Research (CHR) published The Mobile Revolution Is Here: Are you Ready?, hundreds of travelers were asked several questions about what they wanted from a hotel's mobile offering. Did they expect a mobile app or a responsive mobile web? Both? If so, how would they want to use these applications before, during and after their stay? How much information were they willing to give the hotel in order for the host to personalize their visit? Privacy aspects were brought into question, and differences were found among the preferences of men and women. Other findings were not as surprising but confirmed long-held theories within the parameters that only an academic structure can provide.