The Radisson Red brand intends to tap into the tech-savvy market by introducing an app that will allow guests to adjust the environment within the room in accordance with their moods and preferences.
Experience 2: Sense of Arrival
Traditionally, guests that have arrived at the hotel approach the reception desk in order to check in and receive a room key. However, the trend is now leaning towards automated registration techniques. As more online traffic to the hotels’ websites is now driven through mobile devices rather than computers, hotel operators continue to innovate their reservation systems and check-in procedures. Ultimately, the goal is to minimise the amount of time guests spend, from the moment they arrive in the hotel lobby, to the point they reach their selected room.
As such, hoteliers have introduced a mobile check-in option, which enables guests to use their mobile devices as a key, through mobile applications and Bluetooth.
Example
Starwood has rolled out the Starwood Preferred Guest (SPG) Keyless initiative across some of its Aloft, Element and W properties enabling programme members to skip the reception and related paperwork.
Guests at AccorHotel’s budget hotel chain Formule 1 can open their hotel room directly by swiping their credit card. For a budget hotel, this represents a dramatic saving in costs, as there is no need to maintain receptionists for more than one shift per day.
Experience 3: Hotel room
One of the main draws of any hotel is the room. The basic expectations of room amenities have changed dramatically over the last few years while the physical aspect of the room has in fact not changed at all. Going far beyond just a clean and comfortable bed, guests now want the room layout to be user-friendly and accessible for multiple digital devices.
Regardless of whether travelling on business or leisure, connectivity is nowadays the most valued feature of the room. In fact, many travellers make their booking decisions based on the availability of free Wi-Fi. Yet, brand standards are still based on characteristics such as rooms’ size and type of furniture rather than connectivity. Hoteliers who treat their customers “as kings” by providing large room sizes but then forcing them to spend all their time in the lobby because internet in their rooms is not working properly will not survive — nor will charging for internet access.
Example
Carlson Rezidor has set up its Radisson Red brand with a focus on art, music and technology. The brand intends to tap into the tech-savvy market by introducing an app that will allow guests to adjust the environment within the room in accordance with their moods and preferences.
The article was written by Florian Kriechbaumer (software development & operations manager for INTEREL) and Hanna Falko (consultant at PKF The Consulting House).
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