With hotel guests becoming even more technology savvy, Tim Butterworth, managing director at Cardola, urges hotels to stop hiding behind guest directories and embrace mobile technology apps to engage with their customers.
Don’t be scared to dip your toe in mobile technology
New technology advancements can seem daunting and sticking with boring guest directories that have been used for years can be tempting. But, the reality is that in the long-term this won’t really add much value to your customer or generate significant additional revenue for your business. Hotel apps are here to stay and if you don’t implement them then chances are your competitors will, so don’t be too anxious to take a look at what’s on offer - you might be surprised.
Move on from typical ‘five minute’ app to increase ‘stickiness’ of hotel guests
Don’t be worried to move from offering a single app that allows your guests to simply book a room, to implementing an app that will give them access to a range of hotel services and options. These can include viewing restaurants, reserving a table, booking a round of golf or checking the local weather. Your guests will love being able to use their iPad to view hotel services and order them with a click before they even arrive and you will rapidly start to reap the revenue benefits too.
We all love new gadgets
Make sure you implement an app that works fast, carrying out single tasks and is effortless, simple and enjoyable for your guest to use. Before apps were developed, unless you were organised enough to buy a train ticket well in advance, travellers would inevitably have to join the rush hour queue to buy their ticket on the day. Now you can easily view timetables, plan your journey and buy your ticket on an app before you arrive and easily collect it from the station. Just think how impressed your guests would be if they could order room service before they even arrive. They’d never think of calling the hotel ahead of their arrival, but would have fun using the app to view and book services they wouldn’t have normally even known about.
Don’t just plug your services
Selling your own hotel services is obviously a priority but the reality is that guests will sometimes want to venture beyond the hotel walls. The more entrepreneurial hoteliers are noticing this and looking for trackable ways for guests to book external hotels and services and gain revenue from this. Promoting not just yours but other external services is where apps come into their own; no waiting on phones; no language barriers; no embarrassment asking sensitive questions. Make sure guests don’t think you are just trying to make money out of them. Show that you value their custom by giving them the option to order and do what they want, through an app that you have invested in to enhance their customer experience.
