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The most technological 2017 for hotels: three real case studies

What's new in hotel technology? Learn from three real cases and stand out from the competition. Keep up to date on our blog.
Picture of Salvador Galindo

Salvador Galindo

Soy consultor de marketing especializado en tecnología y mercados internacionales. Mi enfoque se basa en ofrecer respuestas originales y estratégicas que se adaptan a las necesidades específicas de cada cliente. Con una profunda comprensión de las dinámicas del marketing global, he ayudado a numerosas empresas a aumentar su presencia y competitividad, ofreciendo resultados tangibles y sostenibles.
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At this time of year, it is usual to catch up with the trends that will be seen in 2017 in this or that field. Web trends, design trends, social media trends… And today, technology trends for hotel management.

We have chosen the technological novelties that will appear this 2017 but also some changes that in 2016 have already seen the light, but that will be this year when they will explode globally.

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Hilton Worldwide
energy optimization and ‘green customers

Manage your hotel efficiently. Energy savings will benefit you, your CSR and even your customers. A clear example of a satisfied customer thanks to energy management is Hilton Worldwide and its ‘green customers’.

With the creation of LightStay technology, Hilton Worldwide was able to reduce its energy costs while improving customer service. Both the facility manager and guests could control the lights, water consumption and room temperature via their mobile device.

Customers were rewarded for being ‘green customers’ based on how well they used the eco-efficiency application. In this way, Hilton Worldwide was able to set spending targets for all its hotels, collect data and analyze its investment.

Don’t forget that more and more of us are concerned about the environment and that being an eco-efficient hotel will be a plus and a point of differentiation for your business.

Hilton Worldwide.


Kimpton Hotel
the difference between a loyal customer and a loyal client.

Loyalty point programs have become so commonplace that they no longer attract attention and don’t really add to the guest experience. It’s not enough for your repeat customers to just get points for being loyal to your brand.

Loyalty programs have some limitations that are no longer allowed this 2017. If you want your customer to feel unique, you will have to provide them with individual experiences previously worked on the data you have about them.

Your goal this 2017 is to turn your loyal customers into loyal prescribers. And this involves working with new software technologies. You must find a CRM that allows you to filter, segment and work with your database to the maximum. And, of course, to offer you real-time reporting and analysis.

If you want to approach your customers in an authentic way, learn from the example of Kimpton Hotels. Among other actions, Kimpton hotels provide their guests with a fish to keep their children company during their stay (and if they so wish). It is an original way to break away from standardized point-based proposals and gain loyal customers. Those kids are going to ask their parents to stay at a Kimpton hotel on their next trip, all to get a fish back in the room.

Kimpton Hotel.


Izelai
a hotel without reception

How do you get the front desk staff to connect with guests while offering the option of bypassing the front desk for check-in? With technology. Mobile devices are available to any guest and are the perfect platform to connect customers and staff in a different way.

Through mobile applications, guests can meet the staff even before arriving at the destination. Digital relationships are already considered as such and accepted by a large public. In this way, the guest can feel welcomed by the hotel staff, know that help and information is just a click away but, if desired, can also go completely unnoticed.

Izelai is an example of a hotel without reception. A convenient, fast and queue-free check-in system that enhances the experience of this target that seeks simplicity and practicality. The reception of the Izelai hotel is comparable to an ATM.

New technologies, the answer to an experience-demanding customer

The High Value City Travel Report 2017, after analyzing data on travelers, suggests differentiating the terms experience and activity as of this year. Tourists are increasingly demanding a personalization of their trips and this is what they will value most when choosing their accommodation.

According to IE researcher Jörn Gieschen, delivering memorable guest experiences will be a strength for hotels and destinations. Gieschen advises turning everyday activities into high-value experiences for travelers. How? Again, the answer is technology.

In fact, according to the same report, new technologies are one of the determining factors in the growth of urban tourism, which already accounts for 22% of leisure travel. Travelers are increasingly choosing city tourism because they understand that they will have more leisure options and, therefore, will live experiences.

Mobile technologies and apps facilitate both the booking of the trip and the search for information before and during the stay. Remember that travelers want to save time and this can also be achieved through these mobile applications.

Mobile devices accompany travelers.

With a
powerful CRM
 you can learn about your guests’ interests and with mobile apps you can offer them exclusive activities and digitized information even before they arrive at their destination. Offer them, for example, a guide with the locals’ favorite restaurants, so that they feel like one of the locals at the destination.

 

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How to improve hotel loyalty with the customer database?

1. The main challenge: your hotel needs more direct bookings

A few years ago, hotels relied heavily on OTAs and tour operators to establish an objective occupancy rate and drive guests to hotels. Until then, hotels enjoyed partnerships with travel agencies and tour operators, and guests enjoyed booking package tours.

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However, over time, trends have been changing and travelers, now and more than ever, are looking to make their own choices and book all elements of their trips on their own. Travelers are not only ready, but also willing to book a hotel directly on your website, as long as the sales conditions are similar to those of the OTAs and the booking can be made as simple as possible.

For hoteliers, direct bookings bring huge benefits. Among them, saving on commissions, improving online marketing strategy, increasing profitability and having total control over customer communication. With such promises of direct bookings, it is no wonder that more and more hotels are now pushing their marketing efforts towards the goal of increasing the number of direct bookings on the hotel website.

2. Gain a competitive advantage

It is clear that an increase in the rate of direct bookings would be beneficial for your hotel. But how to achieve this goal

In order to compete with OTAs and tour operators, your hotel must have a competitive advantage. There are two ways to have it: offering a cheaper deal, or offering more value and increasing customer loyalty. While it may be difficult for your hotel to compete with OTAs on the basis of price, offering a customized offer and establishing a trusted relationship with customers would be the best way to attract travelers.

 The key to adding value to your hotel offer is to know your customer and offer them what they need. Attracting them through the emotional factor is essential, and you must establish a genuine connection with your potential customers, conveying your beliefs so that your guests can relate to them.

When customers observe that a hotel brand really cares about their experience and tries to find the best solution to make their vacation experience unforgettable, it is easier for them to make the decision in favor of booking directly with your hotel.

A common way to add value and personalize communication with your guests is to implement a loyalty program. With a loyalty program implemented in your establishment, you will be able to tailor your messages to the needs of individual customers, understand their preferences and meet their expectations.

customer-database-hotels

3. How can your customer database help?

So, a hotel needs a loyalty program to offer valuable and personalized services to customers, and thus gain a competitive advantage. To shape your loyalty program, you must have a database of your customers with personal information about them. Hoteliers should create a customer database with basic contact information and more elaborate personal information about guests’ preferences and interests.

Acquiring this personal information will give you the ability to tailor your messages to each potential or existing customer, and offer them content, products and services that meet their particular needs. This will undoubtedly surprise them by the degree of personalization and the measures your hotel takes to provide them with the best possible vacation experience. You would be able to establish a lasting relationship with your customers based on trust, thus ensuring the most satisfied customers, who would be happy to promote your hotel brand.

4.

1. The biggest challenge: Your hotel needs more direct bookings

A few years ago, hotels relied heavily on OTAs and tour operators to achieve an objective occupancy rate and bring guests to the hotel. Until then, hotels enjoyed partnerships with travel agents and tour operators, and guests were happy to book package tours.

{{cta(‘bb2971b9-bf36-4c36-8edc-75223dba5208’)}}

Over time, however, trends have changed, and now more than ever, travelers want to make their own choices and book all elements of their trip themselves. Travelers are not only ready, but willing, to book a hotel directly on your website as long as the terms of sale are similar to those of OTAs and the booking process can be made as simple as possible.

For hoteliers, direct bookings bring huge benefits. These include saving commissions, improving online marketing strategy, increasing profitability, and full control over customer communications. With such promise of direct bookings, it’s no wonder that more and more hotels are focusing their marketing efforts on the goal of increasing the number of direct bookings on the hotel website.

2. Gain a competitive advantage

It’s clear that increasing the direct booking rate would be beneficial to your hotel. But how do you achieve this goal?

To compete with OTAs and tour operators, your hotel must have a competitive advantage. There are two ways to do this: offer a cheaper deal or offer more value and increase customer loyalty. While it may be difficult for your hotel to compete with OTAs based on price, the best way to attract travelers would be to offer a customized offer and build a trusting relationship with customers.

 The key to adding value to your hotel offering is to know your customer and offer them what they need. You need to build a genuine connection with your potential customers and communicate your beliefs in a way that your guests can relate to.

When customers perceive that a hotel brand genuinely cares about their experience and tries to find the best solution to make their vacation memorable, it is easier for them to choose to book directly with your hotel.

A common way to add value and personalize communication with your guests is to implement a loyalty program. With a loyalty program in place at your facility, you can tailor your messages to each customer’s needs, understand their preferences and meet their expectations.

customer-database-hotels

3. How can your customer database help?

So, a hotel needs a loyalty program to provide valuable and personalized services to customers to gain a competitive advantage. To design your loyalty program, you need a customer database with personal information about your customers. Hoteliers should create a customer database with basic contact information and more detailed personal information about guests’ preferences and interests.

Capturing this personal information gives you the ability to tailor your messages to each potential or existing customer and offer them content, products and services that meet their unique needs. The degree of personalization and the actions your hotel takes to offer them the best possible vacation experience will undoubtedly surprise them. You will be able to build a lasting relationship with your customers based on trust, securing the most satisfied customers who will be happy to promote your hotel brand.

4.

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