Government Connections - Summer 2014 - (Page 23)
Why You Should Offer It
BY MEGHAN VERONEAU
MARKETING COORDINATOR - RETAIL & ECOMMERCE
As consumers, we've all stayed in a hotel
and thumbed through the "guest welcome
kit," which has traditionally included all of
the information about the property. Have
you thought about moving this experience
to a tablet device?
The Nielsen Cross-Platform Report for
2014 showed that tablet users spend 81%
of their media time on mobile apps, versus
only 19 percent of time on websites. In
addition to users spending more time on
mobile apps, we're noticing more hoteliers
providing an in-room tablet for the guests
to use during their stay.
The tablets that are provided in-room
aren't the standard tablet off the shelf.
These tablets have custom apps that take
place of the traditional "guest welcome
kit." While purchasing tablets and creating
a custom app is a big initial investment for
properties, think of the long-term return
on investment. Ultimately, as a hotelier
you want to know, "What's in it for the
property?" However, you also need to
consider what this experience will add to
the overall guest experience.
Powerful Upselling Tool: In addition
to providing key hotel information, the
revenue driving feature for hotels, is the
ability for guests to place room-service
orders directly from the tablet, without
ever having to pick up the phone. In fact,
hotels that currently have a custom app
have reported a 41 percent increase in
room service revenue per occupied room.
This is largely due to the fact that you can
tailor an app to make suggestions after a
guest selects a menu option. For example,
the guest wants to order a burger, after
putting the burger in their "cart" they'll see
a suggestion to "add fries" to that order.
Streamline Room Service/
Housekeeping Needs: In addition to
upselling when a guest is ordering room
service, a custom app allows the property
to streamline the process for guest needs.
Once a guest places an order for either
room service or housekeeping, the guest
can track the status through the app.
Translations: Have a large international
guest base? Translation issues disappear
when the guests are using the app.
Guests can select their native language,
and proceed to review all information in
that custom language. For example, the
guest can change the language setting
to Spanish, and on the backend the
Table of Contents for the Digital Edition of Government Connections - Summer 2014
Get Your Green On
2014 SGMP NEC & Expo Highlights
Technology for the Meeting Traveler on the Go
Government Connections - Summer 2014