Technology just got better: the introduction of the iPad to hotels could open up a new era of concierge services.
Movenpick’s IT guru Roger MacFarlaine shares his views
It’s here, it’s out now and it’s ‘wow’ — I’m talking about the recent release of Apple’s new iPad. This sexy little touch-technology device has taken the world by storm. The sleek, touch pad style gadget is the big brother of the Apple iPhone with a significant difference; it has a bigger display to enable a better viewing, browsing and interaction experience.
These advantages got me scratching my head and I knew from the start that such a device would be a welcomed tool for hotel staff and guests at all hotels. The iPad is the perfect amenity for a hotel and no way near as cumbersome or bulky as a notebook PC. It can sit very attractively on a writing desk or be carried easily by staff. But how can hotels best put the iPad to good use?
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With personalisation of a guest stay becoming increasingly important, direct interaction and communication are critical success factors in providing guests with the informed answers they are looking for. iPads will fast become a tool of choice for all concierges and guest relations staff. The iPad not only offers mobility, but is also constantly connected to the internet (via Wifi or 3G services) to provide direct access to news, what’s on and areas of interest – portals that are important for answering guest queries with immediacy.
One company offering an innovative solution using the iPad is called iRiS (www.irisvalet.com). Located in a guest room, the iPad tablet with iRiS Personal Valet software provides a multilingual content platform that delivers a variety of services and offerings such as room service, information on local venues, restaurants and even airline updates.
This functionality greatly enhances the guest experience, as well as hotel revenues: the hotel can present special promotions and use data for targeted marketing to better manage guest profiling and loyalty. Guests can make specific personal demands — such as requesting the same breakfast for the duration of their stay, ordering a newspaper for the duration, setting a constant wake up call time, organising a regular taxi or even requesting an automated “do not disturb” for that well earned lie-in.
This benefits the hotel by enabling them to be more efficient, make better use of resources and offer a better service to their clients. It is important to note that the hotel now has information on file for future visits from this guest. Using such a well designed iPad application that is intuitive, the guest quickly falls into a sense of familiarity rather than shying away because of complexity.
Hotel collateral can be recreated digitally using the iPad. Imagine no flyers, no ‘dogged eared’ brochures or compendiums ‘busying’ the writing desk. One of the first things that I, like many a traveller, do is sweep the desk clean from such clutter. No more — now poised attractively on the desk is the iPad containing a plethora of information from hotel room service menus to emergency evacuation procedures.
Another great advantage of placing iPads in guest rooms is that if the hotel wishes to update its in-room menus then this can be done minimising both costly human resources and financials. With the iRiS system the hotel only needs to send a list of the required updates to the iRiS software via its Dashboard and the updates are added.
I also wanted to share and throw around an idea particularly for hotels with small libraries, club lounges/floors, and also resort guests. Wouldn’t it be great to offer ‘digital books’ to our guests via one or two Apple iPads. Digital reading can be in the form of novels, magazines and daily newspapers — even videos — all of which can be downloaded free or at very low prices.
Image yourself thumbing through these digital iBooks that are fully illustrated with magnificent colours and resolution. Gone are the days when hotel staff have to go around in the morning placing newspapers in front of guest doors. I know that digital books might not be for all but I think many tech savvy travellers would find it a great experience and far better than offerings salvaged from housekeeping’s ‘lost and found’.
The iPad has made its presence felt amongst ‘geeks’ and ‘chics’ alike. Its touch technology and stylish big screen has made for a heightened level of pleasure when browsing digital content. From guest relations staff having immediacy of information to guests being able to view and interact with hotel services in the comfort of their room — the iPad is here to stay and will play a prominent role in delivering hotel services in the very near future. Watch this space!
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