OpenWays Launches New Campaign to Aid Hotels' Mobile Marketing Initiatives

  • OpenWays
  • 10.21.10
Hotel chains and independents looking for a new marketing edge to establish differentiation while increasing occupancies, strengthening customer loyalty and positively impacting the guest experience can visit OpenWays, one of the hospitality industry's first mobile room-key solutions, in booth No. 2551 at the International Hotel/Motel & Restaurant Show Nov. 13-16 in New York.

"OpenWays is providing hotels with marketing benefits and property differentiation like never before," said Pascal Metivier, OpenWays founder and CEO. "Today's consumers demand a voice. They want everything delivered their way. Therefore, OpenWays is giving hotels - any size, any segment - the ability to say to its loyal and prospective guests: 'Check In Your Way.' Through OpenWays, travelers can direct the course of their hotel experience from the very moment the first reservation is made."

Metivier explained that anyone making a reservation at a hotel who owns a cell phone (any brand and using any carrier network worldwide) will have the opportunity to securely receive a room number and mobile room key that will open/unlock the room door with their mobile device. It doesn't matter if a guest is carrying a standard Web-based cell phone or a newer iPhone, BlackBerry, NOKIA, Android or other smartphone device, an application (embedded or mobile Web based) will allow them to open the door to their room by simply pressing a key icon on their phone.

"It's a very simple and stress-free process - and that in itself is a great message to promote via a hotel's marketing campaign," Metivier said. "When a guest makes a reservation at an OpenWays equipped hotel, he or she is invited to enroll in the mobile room-key service before their check-in date," Metivier said. "Then, on the day of arrival, the guest receives a text message containing both the room number and a secured link to retrieve the room key. Once at the hotel, the new freedom-of-choice experience begins."

With OpenWays, guests have a choice in:

  • Bypassing the front desk and use their mobile room key vs. stopping stop at the front desk and waiting in line for a plastic keycard.
  • Benefitting the environment and supporting the hotel's green initiatives by using their mobile phone as a room key vs. using a plastic keycard that will end up in a landfill.
  • Obtaining a supplemental keycard at anytime during their stay.
  • Opting in and out to receive future text messages from the hotel and receiving incentive promotions while at the property for discounts at retail or dining outlets, as well as receiving room upgrade offers.
  • Downloading relevant apps from the hotel to support their ongoing brand loyalty, maintain loyalty point information and continue to make mobile reservations.

"What makes OpenWays so attractive to hotels today is its ability to allow any guest, using any of the 5  billion-plus cell phones on the market today, to make hotel reservations, enter their room and keep on top of hotel promotions and loyalty programs right on their mobile device," Metivier said. "It's a leaner and greener way of marketing to guests vs. the high-cost and non-green marketing gimmick of offering passé plastic cards to store loyalty data."

Norm Rose, senior technology and corporate market analyst for PhoCusWright, said the idea of moving away from plastic keycards is really catching on.

"Using the guests' cell phone not only as the room key but also as a payment device is the direction the future is headed," Rose said. "The multifunction aspects of today's mobile devices is limitless - especially from a marketing perspective. Using the device to delight the guest prior to arrival based on what you know about that guest will be key to brand loyalty and property longevity. Hotels using mobile apps for delivering a key to the door, and delivering coupons and other marketing materials based on a person's preferences are the ones that will become industry leaders."

OpenWays aids in a hotel’s mobile marketing efforts by promoting convenience to guests, capturing coveted personal data, and delivering a platform for communications before, during and after the guest stay.

"Deploying OpenWays supports a hotel's mobile applications and initiatives, including loyalty programs, widgets, Web2Mobile, etc., with automatic hardware detection allowing for full content compatibility," Metivier said.

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