Removing Operational Burdens with Mobile

By Darren Panto Business Development Director, iRiS Software Systems | January 19, 2014

Mobile is here. Fact. Mobile is a trend. False. Mobile is now at the core of all our social experiences and consumers are using mobile to the greatest extent to keep connected, plan their lives and store memories. It's how you leverage mobile technology for your hotel to keep the attention of your guests.

Guest Empowerment

Mobile adoption is increasing the demands and expectations of travelers, social media has driven their demands with the 'here', the 'now'. Whatever we want is at our fingertips, we have choices and these choices are more transparent.

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Today the hotel industry needs to empower the guest through mobile. As a hotel brand you need to fit into their mobile consciousness, and not expect guests to tap into yours. The question you need to ask yourself is – are all my hotel services accessible by mobile? Can guests connect to my hotel through their mobile before, during and after their stay? What value am I adding by providing this mobile touch-point? What value will it give my property?

The guest is evermore in control of their purchases, and this is growing at an exponential rate. Travelers are researching and deciding what experience and delivery of services will give them best value for money. Guests are now much more aware than they ever have been and they need the peace of mind that they will be connected to the hotel from booking through to checkout. As a hotel you need to keep that connection post-check-out.

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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.