It's Not Mobile First - It's Guest First

By Tim Peter Founder, Tim Peter & Associates | January 14, 2018

We're living through the next phase of upheaval in the industry. Mobile continues to transform the guest's experience much as the Internet has over the last 20-odd years. And yet I often hear from hoteliers who feel that these changes are at best a distraction, and, at worst, a complete waste of time.

Santayana's famous adage, "Those who cannot remember the past are doomed to repeat it" feels terribly appropriate. Because if you think mobile won't affect your business, here's a quote you might want to keep in mind:

"The reason why we invested in a company that does hotel operations… [is]it also optimizes the relationship with the guest. Then we can plug that into our own apps and provide a completely seamless consumer experience, from the search, to the booking, to the on-property experience, to the post-stay review."

Who said it? Cyril Ranque, president of Expedia Lodging Partner Services . He's talking about Expedia's investment in ALICE, a tool that allows guests to connect with your staff to address issues while on-property. But note again why they're doing this, to "provide a completely seamless consumer experience, from the search, to the booking, to the on-property experience, to the post stay review."

I'm sorry, but isn't that our job as hotel executives?

Over the last 15 years, we've found new and innovative ways to let OTA's connect with our guests. And they're quite happily providing us the tools to do it all over again.

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Coming up in January 2019...

Mobile Technology: The Future is Now

Mobile Technology continues to advance at a relentless pace and the hotel industry continues to adapt. Hotel guests have shown a strong preference for mobile self-service - from checking-in/out at a hotel kiosk, to ordering room service, making dinner reservations, booking spa treatments, and managing laundry/dry cleaning services. And they also enjoy the convenience of paying for these services with smart phone mobile payments. In addition, some hotels have adopted a “concierge in your pocket” concept. Through a proprietary hotel app, guests can access useful information such as local entertainment venues, tourist attractions, event calendars, and medical facilities and services. In-room entertainment continues to be a key factor, as guests insist on the capacity to plug in their own mobile devices to customize their entertainment choices. Mobile technology also allows for greater marketing opportunities. For example, many hotels have adopted the use of “push notifications” - sending promotions, discounts and special event messages to guests based on their property location, purchase history, profiles, etc. Near field communication (NFC) technology is also being utilized to support applications such as opening room doors, earning loyalty points, renting a bike, accessing a rental car, and more. Finally, some hotels have adopted more futuristic technology. Robots are in use that have the ability to move between floors to deliver room service requests for all kinds of items - food, beverages, towels, toothbrushes, chargers and snacks. And infrared scanners are being used by housekeeping staff that can detect body heat within a room, alerting staff that the room is occupied and they should come back at a later time. The January Hotel Business Review will report on what some hotels are doing to maximize their opportunities in this exciting mobile technology space.