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.
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.