The widespread adoption of tablets and smartphones has changed the hospitality industry exponentially.From the manner in which people search and book, to the on-site interactions between guest and hotel, to the way travelers share their adventures, mobile is now integrated in essentially every phase of the guest experience.Refreshing a hotel property in consideration of the modern, mobile-wielding traveler isn't all bandwidth and major capital investment. Modest updates can make a big impact, grow brand loyalty and add stars to online reviews.In light of budget season being just around the corner, we’ve compiled a short list of relatively modest updates to consider that make a major impact on today's traveler.
Port Authority
All those mobile devices need recharging. Rooms equipped with multiple USB ports – integrated in electrical outlets, clocks, lamps, desks and elsewhere – are a welcome convenience for guests. Installation costs vary greatly depending on location and type, but can average around $150 an outlet.Even with ports aplenty, inevitably guests sometimes forget to pack the proper cords. Your front desk or concierge team likely has a wide selection of chargers for popular styles of laptops, tablets and phones for guests to borrow. Loaning these lifelines can save the day for a guest who is up against a work deadline or needs to keep cranky kids entertained.
Free and Easy Flicks
Nearly 50 million homes in the U.S. use at least one streaming service. Most of us stream content on demand, and don't expect that to change when we travel.Long gone are the days when guests were okay with paying $20 or more for a few hours of in-room entertainment. There’s now a growing expectation of complimentary in-room entertainment.Make it easy for guests to kick back with a flick by offering on-demand movies and entertainment via internet-connected TV sets and services, or at the very least make it convenient for them to sign-in and stream from their own streaming service accounts.
Say "Y" to SMS
Billions of texts are sent daily. Many of us would rather text than talk. And while some global brands have begun to offer text-based communication options to connect guests with the concierge team, butler or room service, there’s still a large SMS void in the hospitality sphere.Travelers have made their longing for this option clear, with one recent study noting 90% of respondents would find the ability to text with their hotel a useful part of their stay, and that’s not drilling down to note that the millennial generation – now larger than Boomers – is even more keen on SMS than others.Some hotels are leveraging existing popular platforms such as WhatsApp and Facebook Messenger, while others have sought proprietary solutions. There are a handful of platforms on the market that have streamlined text-to-order room service, with pricing that varies depending on location and level of service needed.As the growth of mobile only encourages travelers to text more, empower your guests to type THX, lest they say C-U!
#PhotoOp
Budget tight? You can still make your property look cool, luxurious or otherwise exclusive, and encourage guests to snap and 'gram to their heart's content.Crafting a designated, uniquely photogenic setting that invites guests to pose serves a dual purpose: fun for them, social exposure for the brand. Strategic campaigns will include a unique hashtag so it's easy to find the photos your guests share.Something as modest as a custom step-and-repeat in the lobby or pool area can serve as a photo op toe in the water, and run less than $100. Guests inevitably gravitate to these designated op spots, snapping selfies that feature your branding and hashtag.
Snap Savvy
Snapchat offers brands an opportunity to purchase branded geofilters that guests can overlay on photos and videos taken on property. The filters are geo-specific, only available while in a designated location, which inherently makes them exclusive and allows guests to share their experience with a social bump for the hotel.Snapchat geofilters are relatively low-cost, with the price depending on both the size of the area covered and the length of time that the filter will be active. For a basic idea of pricing, the average cost of running a geofilter campaign over an area the size of a typical suburban-sized home ranges from $15 to $20 per day.Just for fun, remember – if you can – what the industry was like before the ubiquity of mobile devices. Were this post being written in, say, 2007, before the roll out of the first iPhone or iPad, most of the noted updates would have laughed at by the management team and promptly omitted from budget consideration.The reality, however, is that mobile is here to stay, and will continue to reshape the guest experience for years to come.Considering updates to embrace this positions a property to stay relevant and relatable. Hotel teams that disregard the reality of the “connected traveler” do so at their own peril.
The widespread adoption of tablets and smartphones has changed the hospitality industry exponentially.From the manner in which people search and book, to the on-site interactions between guest and hotel, to the way travelers share their adventures, mobile is now integrated in essentially every phase of the guest experience.Refreshing a hotel property in consideration of the modern, mobile-wielding traveler isn't all bandwidth and major capital investment. Modest updates can make a big impact, grow brand loyalty and add stars to online reviews.In light of budget season being just around the corner, we’ve compiled a short list of relatively modest updates to consider that make a major impact on today's traveler.
Port Authority
All those mobile devices need recharging. Rooms equipped with multiple USB ports – integrated in electrical outlets, clocks, lamps, desks and elsewhere – are a welcome convenience for guests. Installation costs vary greatly depending on location and type, but can average around $150 an outlet.Even with ports aplenty, inevitably guests sometimes forget to pack the proper cords. Your front desk or concierge team likely has a wide selection of chargers for popular styles of laptops, tablets and phones for guests to borrow. Loaning these lifelines can save the day for a guest who is up against a work deadline or needs to keep cranky kids entertained.
Free and Easy Flicks
Nearly 50 million homes in the U.S. use at least one streaming service. Most of us stream content on demand, and don't expect that to change when we travel.Long gone are the days when guests were okay with paying $20 or more for a few hours of in-room entertainment. There’s now a growing expectation of complimentary in-room entertainment.Make it easy for guests to kick back with a flick by offering on-demand movies and entertainment via internet-connected TV sets and services, or at the very least make it convenient for them to sign-in and stream from their own streaming service accounts.
Say "Y" to SMS
Billions of texts are sent daily. Many of us would rather text than talk. And while some global brands have begun to offer text-based communication options to connect guests with the concierge team, butler or room service, there’s still a large SMS void in the hospitality sphere.Travelers have made their longing for this option clear, with one recent study noting 90% of respondents would find the ability to text with their hotel a useful part of their stay, and that’s not drilling down to note that the millennial generation – now larger than Boomers – is even more keen on SMS than others.Some hotels are leveraging existing popular platforms such as WhatsApp and Facebook Messenger, while others have sought proprietary solutions. There are a handful of platforms on the market that have streamlined text-to-order room service, with pricing that varies depending on location and level of service needed.As the growth of mobile only encourages travelers to text more, empower your guests to type THX, lest they say C-U!
#PhotoOp
Budget tight? You can still make your property look cool, luxurious or otherwise exclusive, and encourage guests to snap and 'gram to their heart's content.Crafting a designated, uniquely photogenic setting that invites guests to pose serves a dual purpose: fun for them, social exposure for the brand. Strategic campaigns will include a unique hashtag so it's easy to find the photos your guests share.Something as modest as a custom step-and-repeat in the lobby or pool area can serve as a photo op toe in the water, and run less than $100. Guests inevitably gravitate to these designated op spots, snapping selfies that feature your branding and hashtag.
Snap Savvy
Snapchat offers brands an opportunity to purchase branded geofilters that guests can overlay on photos and videos taken on property. The filters are geo-specific, only available while in a designated location, which inherently makes them exclusive and allows guests to share their experience with a social bump for the hotel.Snapchat geofilters are relatively low-cost, with the price depending on both the size of the area covered and the length of time that the filter will be active. For a basic idea of pricing, the average cost of running a geofilter campaign over an area the size of a typical suburban-sized home ranges from $15 to $20 per day.Just for fun, remember – if you can – what the industry was like before the ubiquity of mobile devices. Were this post being written in, say, 2007, before the roll out of the first iPhone or iPad, most of the noted updates would have laughed at by the management team and promptly omitted from budget consideration.The reality, however, is that mobile is here to stay, and will continue to reshape the guest experience for years to come.Considering updates to embrace this positions a property to stay relevant and relatable. Hotel teams that disregard the reality of the “connected traveler” do so at their own peril.
