Learn about the 10 ways to change the guest experience due to mobility technology.
Alfredo Lamadrid*
It is a reality that, in a short period of time, mobile technology has changed the way the world moves. There is no doubt, the smartphone is dictating how we live our lives. Only with these mobile devices in our hands and connectivity, there are unlimited possibilities for access to information and services.
This is a game-changing event for the hospitality industry. It opens up an extremely interesting variety of being able to offer services to guests efficient and easy to use. Not only is it now easier to travel the world, it's also easier for hotels to operate and be able to change how guests interact with a hotel.
Traveling is not something really simple, I have had the opportunity to do it in different latitudes, in my experience mobility technology has definitely made my life as a traveler much easier, but the benefits do not stop there.
Mobile technology is also having positive effects on the hotel's operation layer, including sales, marketing, event and banquet organizers to name a few. All of them are now in a position to carry and deliver information related to a special promotion or an event around the hotel through a tablet, or even on their smartphone. To be sure, this can include hundreds of event and banquet orders (BeOS) eliminating annoying and expensive printing by using software like DropBox or a PDF reader, a mobile device easily replaces this process that takes time and money.
All of them can save valuable minutes when there is a crisis and be able to have all the information they need in the palm of their hands, no matter where they are on the property. This will result without discussion in better guest service and mitigate BeOS update confusion.
Hotels, restaurants, convention centers and entertainment are also using mobile devices to gather real-time information from their guests and customers and be able to make immediate changes. Using social networks, and geolocation services, hotels can communicate with those who write details about their stay at the hotel, offering a simple "Thank you for staying with us" or acting quickly and making decisions in solution to service problems before check out, details that could be presented during the stay.
Another powerful tool for the sales and marketing team in the use of social networks, and geolocation services on mobile devices to generate last-minute offers in any of the hotel's consumption centers.
In short, as the previous example illustrates, mobile technology has the potential to do many things today and generate a radically different atmosphere in the hotel.
10 Ways to Change the Guest Experience
1.- Money and electronic payments
Some banks and credit card companies already have services and mobile applications of an electronic wallet, which allows you to pay for your room and much better gives you the opportunity to choose which credit card you want to use, all from the smartphone and apply a highly secure transaction.
Today there are already in the market Interfaces with all the hotel functionality integrated into your PMS that generate many benefits and differentiators at the operational, administrative, financial level and above all face to the client in times and experience before the establishment.
2. Electronic room keys
Currently there are already technologies that allow guests to safely use their mobile device as a room key by sending an encrypted signal to the guest's smartphone that is unique to each user.
3. In-room telephone services
I don't remember when it was the last time I took the phone in the room to generate a call outside the hotel. Almost everything that the hotel room phone can do can be done today on a mobile device. Once hotels find and adopt technology so guests can contact the front desk in case of emergency (whether it's a text, messaging system or an E-Concierge) room phones could be history.
4. Concierge
With E-Concierge points available wherever you are at the property, there will be no need to drop off at the front desk or call to have a Concierge available to generate your dinner reservations or entertainment nights.
5. Room Service
With the use of location-based applications and services you should no longer be tied to your room in order to receive your order. With the use of your mobile device's locator, Room Service is perfectly capable of delivering your order anywhere on the property.
6. Front Desk
The Front Desk is already being revolutionized by mobility, the operation of the Hotel will change as the Hotel adapts to the use of a mobile device, such as being able to deliver an electronic key to access the hotel room, today it is much more frequent to be able to receive the invoices of your consumption electronically via an e-mail or download it directly from an Internet site.
Definitely, full Self Check-in kiosks are a real option for almost every type of hotel, including All Inclusive, timeshare, theme parks, business hotels and adding an ambassador to the process or a video chat is a highly viable and extremely profitable option for owners and investors.
7. Hotel promotional forms
The hotel's sales and marketing team will be able to stop worrying about printed material that quickly becomes obsolete in every room. Guests will be able to scan a QR code with their mobile device and learn about the latest developments in the hotel and in the area. Hotels only have to update one thing when there is a change - the website.
8. In-room entertainment
This is already a real change, guests prefer to spend on a high-quality broadband Internet service and watch a movie from any of their devices, or have access to a video game on their portable console, which does not force them to be anchored to the room. This is no longer an option turned into a lifestyle, they will not prefer to spend extra money on hotel room entertainment. Then the question is, is your hotel prepared to handle and offer a high quality service in connectivity?
My recommendation is to invest in a very focused, intelligent way and with the advice really of experts in the field and ensure the delivery of a high quality Internet service and experience.
9. Automation and control of the room
Centralized automation of room services is already a reality, and will allow guests to be in control of air conditioning, temperatures, lights, curtains, and entertainment services such as TV, music, and more. I think it is a matter of time for hotels to continue advancing in adopting this technology, adding to this the intelligence of automation comes the issue of reducing energy costs which is always a very good idea within the hotel.
10. Mobile Device Charging Centers
I really think there is always a positive part and another not so much, mobile devices are a great help, but having to charge so many batteries constantly and having to carry so many annoying cables inside the suitcase is really complicated, the next step for this is wireless power is definitely a trend that will advance quickly and fully wireless charging centers will be much more accessible.
Of course no one said that it would be easy for hotels to adopt some of these technologies, it is certain that it can create opportunities and challenges for hotels. But it is very likely that the change may lead to new and creative ways to reach the bottom line of the hotel.
My vision is that guests will demand that the industry accelerate the adoption of these technologies much more as they themselves do for their daily lives and once immersed in them the operation of the hotel will change irreversibly.
*Alfredo Lamadrid Alducin is an expert consultant in hospitality technologies; Managing Director @ PDT Positive Disruptive Thinking Hospitality Guest, Managing Partner @ HOSTEC Mexico. You can contact him through the [email protected] and [email protected]
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