During my many years of travel in the service industry and having stayed in hundreds of hotels worldwide, it’s clear that the past five years have brought about enormous change in the hotel industry.
Innovation with architecture, interior design and guest comfort is at an all-time high. Widespread revitalisation has been incredibly successful in meeting guest expectations. Yet, in an increasingly demanding world, there still also remains a huge opportunity to truly create a home from home for the traveler.
Improvement On the Old?… How Much Has Actually Changed in The Hotel Industry?
In so many areas, the revitalisation of hotels continues to occur through the use of innovative products. Yet, if you look closely, you begin to realise that most ideas are limited to enhancing old, existing structures, whilst missing vital customer life cycles.
In a world where customer loyalty is hard-fought and guest expectations are continuing to rise, what’s truly needed is a shift to more dynamic business models: Low risk, digital strategies that are truly in sync with customer’s loves and expectations.
So, What’s Missing from the Guest Experience?
Be it a family, business clients or honeymooning couples, people are now approaching their travel with exceedingly high expectations. In today’s environment, we have access to so much. We have a plethora of choice in our everyday lives and we expect the same standard of availability, ease and access when we enter a hotel.
Take my example: At home, my WIFI works seamlessly, without the need for daily passcodes. I can fill my fridge with my favourite food, available for me whenever I want it. I can order it or purchase it on a whim to make my Friday night extra special. I control the temperature of my house, so that when I come home, it’s comfortable. I book massages or entertainment online to consume immediately.
These are all ‘givens’ for me. And I expect them – and more – from my hotel.
I’d love to be able to choose my preferred pillow prior to my arrival. I want to be able to book a reservation at a restaurant or spa with ease and without constant phone calls, or easily choose a city tour without visiting reception. If I have a problem during my stay, I want it fixed fast – not needing to chase a maid or deal with a busy receptionist.
If you, as a hotel, can provide a solution for me to easily manage my needs – through the entire lifecycle of my experience – from booking, staying, right through to months after my stay, then you will earn both my loyalty and my revenue.
Touch and Influence Through Mobile
But how could a hotel achieve this? By adapting pragmatic digital strategies within the guest life cycle. Mobile as our main form of communication and source of information, is one ideal solution.
Located directly on the home screen of the guest’s own device, you have the opportunity to live, literally, in the palm of their hand and be just a touch away from a direct, on- going connection. Your hotel’s physical attributes offer them comfort, whilst your digital presence offers them a 24/7 relationship with you.
A Thriving, Connected Business
The potential for true connection with customers – before, during and after their physical stay – is vast; the opportunities an innovation in this area, endless. Yet, the fact remains that hotels aren’t yet harnessing a personalized digital customer strategy.