Something interesting happened a couple of weeks ago when our partner Jamf was visiting our hotel experience lab. We were working on simplifying the story of how efficient customers become when technologies they use daily truly fit like puzzle pieces in a “better together” scenario. At one point, Jamf stopped us and said, “All this time, when I’ve heard you use the word ‘customize’ I assumed that you offered professional custom development as an option alongside your experience platform. Only now do I see that it’s all originating from this source, the ‘one platform’, and THAT is configurable to customers’ preferences. Configurable customization. Nice.” This happens quite often. Because of how we architected development back in 2009 and continued to build since, all of our technologies ARE customized to each property and yet powered by this same platform – the design and features can be turned off, on, up, down, sideways or however the hotelier wishes it to be. After walking through this with him, we concluded that saying configurable features (even if they really are highly customized to each property) resonates quicker. My point with this story: We’ve spent the last year working with many different technology experts such as Jamf to “up …
Just like any other relationship, loyalty begets loyalty between hotel and guest. Social media usage allows that dynamic to play out further in that loyal guests now see sharing and recommendations as a natural byproduct of loyalty, and creating shareable experiences is top of the list for generating that loyalty to begin with. Hotel staff should be trained and empowered to step in and be the savior when guests have a need, especially in unexpected and delightful ways. Managers should be checking review sites and other forms of social media to identify problem areas, listen sincerely, and correct when needed. Reaching out to engaged users is a great way to strengthen the relationship and publicly show your commitment to a personalized guest experience. Loyal guests in turn share their positive experiences with friends and keep your property in mind when asked for a recommendation. Keep this element in mind when creating opportunities for shareable experiences and unique photos for your guests.
The EU GDPR (General Data Protection Regulation) takes effect May 25. This change, designed to protect data privacy, applies to any organization collecting data on EU citizens, no matter the location of the organization. Compliance is mandatory and will include strict protections on all technology that can collect data, staff training on privacy protection, and protocol in place in the event of a security breach. New consent standards include the right for persons to withdraw their consent at any time. Sensitive data (personal preferences, beliefs, and biometric data) will require explicit consent from the user. No longer allowed to be buried in Terms and Conditions, companies must provide a full disclosure of the following: What data is being collected Who is collecting the data The purpose for collection How long data will be stored Companies will also be required to report data breaches, and those that engage in large scale systematic monitoring or processing must appoint a Data Protection Officer.
Branded hotel apps own a lot of power over the guest experience and subsequent loyalty. Used at full potential, they will meet every mobile need during the entire travel experience. But two hurdles often come between guests and hotel apps: adoption and retention. Standard adoption techniques include signage and table tents for the front and in-room desks and are valuable methods for promoting your app to guests on site. Don’t forget to utilize the available spaces on your key cards as well. Social media provides the best means of showcasing your app features before guest arrival and be sure to include the download link in all emails and digital communication produced during the booking process. Communicate to guests the level of personalization employment of your app brings to their experience. Signature moments, local expertise, and direct communication with hotel staff across all service levels are key highlights for travelers. Hotel apps are not limited to booking; you should own the experience throughout the entire journey by enabling communication between guests and staff, curating and delivering local experiences, tying into social media, and embedding reservation services so guests are able to do it all over again. In summary, app adoption and …
In this age of technology, does the live concierge have reason to fear the digital one? The attraction of hospitality lies in face to face interaction and personalized service. Getting the guest experience right is what drives the passion hoteliers have for their vocation, but some fear that digital takeovers will soon displace these valued interactions. While technology platforms can bring a new level of service, brands are best served using technology to enhance, not replace, concierge service. For instance, many requests such as weather information can be taken from the shoulders of the concierge in order to free up time to make the rest of the experience more enjoyable and perhaps even more personalized. Local recommendations, even if they are stored and accessed using digital means, are best curated using personal experience and word of mouth. Hotel apps can be used in this way to help the concierge reach more people that would be possible in conversation while still providing face to face access for those who would benefit from it. If you are considering adding a tech component to your existing concierge service, get your concierge involved in the process to ensure that your guests have access to …