ZDirect Implements Google Action Cards and Creates Happier Guests

  • ZDirect, Inc.
  • 06.10.14
Hotel guests are now able to navigate their trips much more easily with the help of ZDirect and its Google Action Cards.

Traveling can be stressful, especially if the journey involves multiple stops for flights, train tickets, rental cars and hotel accommodations. By integrating its ZMail® electronic communications platform to Google’s read-your-mind predictive service, Google Now, ZDirect has been able to help relieve some of this stress.

Dubbed Google Action Cards by ZDirect, this integration to Google Now will enable hotel guests to access information at the exact moment they need it, including check-in times and directions to the property.

"People tend to use their phone as their digital existence, and they are using their phones to integrate everything," said Shayne Paddock, ZDirect chief information officer. "ZDirect is helping hoteliers stay connected and fully engaged with their guests by integrating their hotel reservation confirmation with Google Now on both the Android and iPhone® platforms.

"For example, on the day of hotel check-in, ZDirect will display a Google Action Card on the traveler's phone with the property information that prompts the guest to call the hotel or get maps and directions," Paddock said. "By integrating the hotel reservation into the guest's digital life, it immediately heightens customer satisfaction and drives brand loyalty.

"Google Action Cards is a new way to enhance the guest experience," Paddock added. "Hotels looking to add even more mobile customer service differentiation will find this to be a great tool. Instead of scouring emails for hotel information, Google Action Cards will now offer up that information instantly."

Morgans Hotel Group has been using ZDirect’s Google Action Cards by ZDirect since March. 

"Our guests are constantly on the go," said Meredith Rosenberg, Morgans Hotel Group corporate director of digital marketing and brand content. "By giving them the information they need, at the time they need it, on the device they want, we are creating a brand impression before the guest even steps foot in the hotel."

With Google+ ranked the No. 2 most popular social media channel, ZDirect recommends that hoteliers need to keep integration with Google programs top of mind.

Consider these statistics:
  • There are now more than 1 billion with Google+ enabled accounts.
  • It has reached 359 million monthly active users.
  • Google+ is growing at 33 percent per annum.
  • The 45 to 54-year-old bracket increased its usage on Google+ by 56 percent since 2012.
  • Google+ members who have interacted socially with any of Google's services in the past 30 days total 540 million, up from 390 million in May 2013 (Google).
  • Monthly, 29 percent of Generation Z, 28 percent of Gen Y, 23 percent of Gen X, 19 percent of younger Boomers, 16 percent of older Boomers and 15 percent of the Golden Generation are visiting Google+ (Forrester).

Google Action Cards is now included in all ZDirect service offerings. As long as the traveler has enabled Google Now, which displays relevant information to the user in the form of "cards," transactional emails generated by ZMail will automatically start sending Google Action Cards to the guest's mobile device.

For more information on Google Action Cards, visit ZDirect at HITEC (Hospitality Industry Technology Exposition & Conference) June 24 to 26 in booth No. 735 at the Los Angeles Convention Center.

Based in Hallandale Beach, Fla., ZDirect is pioneering hotel marketing automation for the hospitality industry building upon its Enterprise Email Service Provider (ESP), ZMail eMarketing system and eCRM database. The maintenance of a single guest profile is essential for an effective eCRM strategy. With the dynamic content engine and PMS integration, ZMail automatically sends intelligent and personalized confirmations, pre-arrival emails and post-departure emails with guest satisfaction surveys via email, mobile communication, SMS, social networks and more.


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