Government Connections - Summer 2014 - (Page 23)

SUPPLIER STRATEGY In-Room Tablet Experience: Why You Should Offer It BY MEGHAN VERONEAU MARKETING COORDINATOR - RETAIL & ECOMMERCE MICROS 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. Property Benefits 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 23

Table of Contents for the Digital Edition of Government Connections - Summer 2014

President’s Letter
Editor’s Letter
Going Places
Get Your Green On
2014 SGMP NEC & Expo Highlights
Conference Connection
Plan Green
Technology for the Meeting Traveler on the Go
Supplier Strategy
Technology Trends
CGMP Corner
National Updates
SGMP Nation
Advertisers’ Index

Government Connections - Summer 2014