Every Guest Brings a Screen

The New Battle for Guest Attention

By Peter Torbet Director, Product Inovation, Acentic | February 21, 2016

Now the smart TV screen is the guest communication and entertainment portal, the hotelier has the chance to reach out and provide a more personalised service. If hoteliers support these services by offering a tiered system of bandwidth and investing in network infrastructure, they will keep their guests more than just connected - they will keep them coming back.

Long gone are the days when the hotel bedroom was dominated by the TV screen and it was the sole focus of attention for the guest, after the mini bar of course.

Screens still dominate our lives, but which screen and when, really depends on who you are and why you are staying in the hotel on that occasion.

Think back to when you last entered a hotel bedroom – what did you do? Reach for the television remote control and watch the local news, unpack your laptop and get connected to the Wi-Fi or check your mobile phone? Guest behaviour is totally driven by need and, of course, habit.

Different demographics follow different patterns of behaviour and if you are travelling for business you want your laptop firing away as quickly as possible to complete your tasks for the day. You may want to connect your laptop to the TV screen to practise a presentation on a larger screen, or stream your music through the TV speakers.

If you have your young family with you, you might want a favorite TV channel straight away to keep everybody happy while you sort out the unpacking. Moody teenagers will want to connect to the Wi-Fi and catch up with Instagram or Snapchat or stream the latest episode of a show over Netflix to while away the time until dinner.
Everybody, but everybody is looking at a screen.

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Coming up in June 2019...

Sales & Marketing: Selling Experiences

There are innumerable strategies that Hotel Sales and Marketing Directors employ to find, engage and entice guests to their property, and those strategies are constantly evolving. A breakthrough technology, pioneering platform, or even a simple algorithm update can cause new trends to emerge and upend the best laid plans. Sales and marketing departments must remain agile so they can adapt to the ever changing digital landscape. As an example, the popularity of virtual reality is on the rise, as 360 interactive technologies become more mainstream. Chatbots and artificial intelligence are also poised to become the next big things, as they take guest personalization to a whole new level. But one sales and marketing trend that is currently resulting in major benefits for hotels is experiential marketing - the effort to deliver an experience to potential guests. Mainly this is accomplished through the creative use of video and images, and by utilizing what has become known as User Generated Content. By sharing actual personal content (videos and pictures) from satisfied guests who have experienced the delights of a property, prospective guests can more easily imagine themselves having the same experience. Similarly, Hotel Generated Content is equally important. Hotels are more than beds and effective video presentations can tell a compelling story - a story about what makes the hotel appealing and unique. A video walk-through of rooms is essential, as are video tours in different areas of a hotel. The goal is to highlight what makes the property exceptional, but also to show real people having real fun - an experience that prospective guests can have too. The June Hotel Business Review will report on some of these issues and strategies, and examine how some sales and marketing professionals are integrating them into their operations.