A few years ago, a team of researchers found that happiness, rather than being directly in ratio to pleasant circumstances, existed in the space between reality and expectation. (Happiness = Reality – Expectations) It may sound overly simplistic but it’s a basic premise that has far-reaching applications. For anyone working in service industries, the happiest customers aren’t those whose expectations have been met, it’s those whose expectations have been exceeded. Disappointment, on the other hand, comes when expectations are not met. For hotels, honest marketing photos and reviews can have a great impact on gaining happy (and therefore loyal) guests because they create fair expectations that can be met and exceeded. Another way to raise the sum of happiness is to break through the standard lowered expectations with things like eliminating lines at check in, speedy check out, and personalized experiences. These are some of the reasons we continually speak about using technology to enhance customer service and elevate the guest experience. Click here for client case studies on using mobile technology to increase guest happiness.
We surveyed travelers around the world to discover how they use technology to enhance their travel experience. Some of the most surprising information came from the queries surrounding mobile use during the stay. As expected, use of a hotel’s mobile app to decrease standing in line for check in and check out was a top-rated feature, but we also found that the majority of today’s travelers prefer to use SMS text to make requests such as to maintenance, housekeeping, and room service. Text was named as the number one preferred method of communication by travelers. Considering that text also requires less time than a phone or in person conversation and is easily translated into automated task delegation and follow up, using SMS to communicate with guests is a win-win. What I found most telling was that 94% of people surveyed said they are more likely to choose the same hotel again if technology was used to personalize the stay. This would include location-based offers by means of beacon technology, calling guests by name in communications, and recording and recalling personalization from previous stays such as favorite wine or dining preferences. This recalls to mind a familiar refrain – technology should …
The J.D. Power’s North America Hotel Guest Satisfaction Index study showed scores improving across the board, but not as much in the areas of check in and check out. While up overall, guests aren’t quite as happy with the process as they are with the rest of the stay. It makes sense. One of the top annoyances in any experience is standing in line, and a busy front desk often means guests are doing just that. In an early Monscierge survey, we found that 49% of travelers feel that 1-5 minutes is too long to stand in line while visiting a hotel. Moreover, 66% prefer to use mobile check-out over visiting the front desk, and 79% prefer mobile for check-out. Billing accuracy and speed were found to be the biggest factors in guest satisfaction during check-out. Another point touched on by the J.D. Power study is direct booking. Jennifer Corwin, Associate Practice Lead for the Global Travel and Hospitality Practice at J.D. Power, had this to say, “Years of capital investment in offerings such as higher-end televisions and in-room tablets have left their mark. Now, as hotels look to push customer satisfaction levels higher, their focus should turn to service …
Travel bookings, whether done by computer or mobile, will never again be separated from internet searches, recommendation sites, and reviews. Hotel companies that view this transparency as an asset take measures to delight guests, keep reviews positive, and sometimes change perceptions when a guest is inclined to complain. In days past, complaints may have been left to comment cards or front desk rants. Social media allows for a more public airing, but also creates a space for a back and forth conversation. Many times, a complaint is handled so well that the guest leaves with an even more favorable view than they would have had during a non-eventful stay. A manager at a popular family resort heard about a comment regarding a poor arrival experience and immediately called the guest to see what had gone wrong. He was able to turn the entire situation around by acknowledging the issue and sending some snacks and drinks to the room. Because of his hasty intervention, the guest was impressed and posted a public review to that effect. Engaging guests while on site is the most efficient way to surprise and delight them. Any means of communication with guests, whether it be face …
At Monscierge, we believe in using technology to enhance human interactions rather than replacing them. Connectedness is the standard of hospitality and modernization of the guest experience must always keep that in mind. Hotel software should be designed with the brand in mind. Not only should the look and feel be recognizable to the guest, amenities such as valet, concierge, and room service should extend seamlessly to software offerings for ease of use. To enhance the entire guest journey, hotel technology should be customizable throughout implementation. Local recommendations should be updated on the regular, menus replaced with the season, and messaging relevant and in-the-moment for changes such as traffic delays or hotel events. Most importantly, it should be an asset to your guests and create new opportunities for face to face interactions between guests and staff. Easy access to simple things like extra towels or room service leaves your staff free to go above and beyond to make each stay a memorable experience.