The modern guest expects smart digital solutions during their hotel stay. But any technology can turn an amazing experience into a nightmare if it’s not reliable. This is how you find a problem-free solution that works all the time!
This is how you deliver a digital guest experience that really works
Like the rest of the world, the hospitality industry is going through a period of unparalleled changes right now. The driving forces are of course recent trends and innovations in technology, entertainment, and how we connect to the services around us. Digital solutions are not only creating new possibilities – they are also shifting the power towards consumers. They have taken control over their journey as customers, and expect a seamless and flawless digital experience during their stay. Any hotel that doesn’t want to lag behind has to meet these expectations to attract and retain guests, get good reviews, drive ancillary revenue and guest satisfaction, and to be perfectly honest – be relevant enough to even be considered an option. Smart digital solutions isn’t something guests marvel at anymore – they are demanding them.
This creates two challenges for hotels. The first is to find a solution that meet all the demands and expectations of guests (and preferably add something extra to make the guests engaged). The second is that this solution has to be stable, secure and hassle-free at all times. Technological solutions are never as apparent as when they don’t work.
So let’s have a look at how we can meet these challenges and deliver a digital guest experience that can meet demands, without any issues or downtime.
Connect with the guest – the digital guest experience
At the moment a third of all the hotel guests in the world are millennials, and by 2020 that number will increase to 50%. Right now this group is becoming the primary consumer market, and as digital natives they are focused on authentic, personal and smart experiences. As guests, they expect hotels to deliver a digital and personalised service. Like:
Seamless immediacy
The moment the modern guest steps through the doors to the hotel, they’ll want to connect to the hotel with their personal devices – not just for a good WiFi-connection, but to be able to use the services at the hotel through their devices. This connection has to be reliable and easy to access. No downloads or apps, no complicated login procedures or confusing passwords. Just an instant and simple connection that works everywhere in the hotel, all the time.
Mobile technology
The smartphone has become something of a magical remote control that can interact with almost any service we encounter. While staying at a hotel the modern guest wants to be able to use their personal device for things like mobile check-in, to get information, leave feedback, order and book things like room service and spa-visits etc. Mobile solutions are the connection that brings the guest and the hotel closer together.
Smart solutions
This digital interaction with the hotel of course extends to the hotel’s own technology. Guests expect to have access to high-tech features like the ability to control lights, curtains and temperature via their personal device. And to be able to stream their own content (videos, music etc.) from their personal device to the screens in their room is a basic demand these days.
A customised experience
Modern guests don’t mind if their data is collected and analysed if it leads to offers tailored after their personal preferences. This is perceived as a personal and exclusive service that make the guest feel unique and cared for. (With the bonus that it’s driving ancillary sales).
Finding a stable solution
If the hotel can meet these expectations the first challenge is met. But anyone working with IT and backend solutions is generally wary of investments in new technology, because even if it can provide a lot of value, any new technology is also another potential source of slow performance, issues and crashes. And unreliable technology is almost as bad as not having any digital solutions at all if it’s causing huge losses in time, efficiency, productivity and guest satisfaction. But stalling the investment for fear of ending up with a solution that causes more trouble than value is not the right way to approach this concern. Instead it’s about identifying operational platforms that are agile, secure and stable.
These solutions exist, and if you are asking the right questions you will find them. Here is what you should look for.
Invest in a solution, not just in equipment
When you are looking for someone to provide the right tools and systems for the digital guest experience – turn to those who listen to your needs instead of those who sell gadgets. One will talk your ears off about performance and specs – the other will care about what’s important for the hotel and its guests, then use their expertise and experience to put together the right hard- and software solution you need to be able to bring value and a flawless experience.Work with someone that knows your business
Partner up with a complete experience provider that understands not only what the modern guest needs and expects, but also the infrastructure, needs and strategy of the hotel. Understanding will lead to the right long-term solutions.Find a solution that’s smart at both ends
That the guest facing technology has to offer smart solutions is a no-brainer, but your backend should be just as advanced. A stable system should have self-diagnostics and automated monitoring and maintenance. A smart solution fixes its own issues before anyone notices.Get proactive support
Instead of waiting for help until the moment an issue has become a problem, work with a provider that will anticipate, identify and resolve your issues proactively. A long-term relationship with someone that’s got your back at all times and makes sure that your solution is always up and running is smart support for smart technology.Ask for references
Is someone else already using this solution? How does it work for them? Ask for examples and customer cases. It’s the best and most authentic “demo” you will ever get.
By meeting the demands of guests and looking for the right things in the solution providing the digital guest experience you will be able to increase guest satisfaction and revenue without any accompanying technological headaches. Make smart choices and you will get smart solutions.
For a deeper dive into the subject, please download the whitepaper “How to find a stable digital guest experience solution” below!
About the author
Martin has a background as an entrepreneur and brand & concept inventor. Martin started his career as Management Trainee for the Kinnevik group of companies, as Marketing Manager for a mobile phone network in Vietnam. Martin has a Masters in Business & Administration from Stockholm University and Harvard University.