The US-based hotel management company White Lodging today announces the strengthening of its collaboration with the global market leader in digital F&B, guest directory and concierge ordering, IRIS, to accelerate its digital ordering proposition across its robust portfolio of hotels.
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The announcement follows the successful 44% year-on-year growth in mobile ordering revenue since White Lodging first implemented the IRIS platform. As a result of this success, as well as increased engagement from both guests and staff, the company is increasing its usage in mobile ordering as part of its wider corporate and property growth plans with IRIS as a strategic partner.

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Key to achieving this growth, and as part of this year’s renewed focus, IRIS mobile ordering will now be implemented across all White Lodging premium and luxury brands to establish a new brand standard for its digital service offering.

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The partnership supports rising demand from guests for a digital-first experience. Mobile-literate and swift-to-adopt online ordering apps and menus, guests increasingly expect to be able to personalise their stay by ordering at a time and location that suits them.

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Commenting on the success of the partnership, Carolyn Hosna, VP Marketing and Brand Development, White Lodging said, “The growth we have seen in the last year is a testament to not only the IRIS platform but the truly collaborative way that the IRIS and White Lodging teams have worked together, to ensure our digital offering meets both our guest expectations and wider operational requirements.”

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“We have strong ambitions for growth, and mobile ordering is a critical ancillary revenue driver and a core focus in achieving that. We look forward to growing our capabilities and revenues even further across the group in the future.”

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Internally, much of this success stems from the strong collaboration between White Lodging’s operations and commercial teams, to drive adoption among both hotels and guests.

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This includes optimising the IRIS app to its fullest potential by appealing to guests with clearly displayed images and descriptions for an improved look and feel. White Lodging also focused on ensuring the app is intuitive and easy to navigate – to ensure their guest journey is as smooth and frictionless as possible.

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Graham Rushin, VP Sales and Marketing at IRIS added, “It’s an exciting time for White Lodging, and partnering with a client so passionate about placing mobile ordering at the heart of their operations and growth strategy makes it even more rewarding for us as a solutions provider.”
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“A key factor behind this success lies not only in the performance of the platform but also the focused approach we take in ensuring staff are fully trained. This is coupled with our regular reviews of data and reports to keep a live focus on what is performing well and likewise where else we can add additional support.

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We look forward to extending the mobile ordering opportunity with the White Lodging team in the months to come.”

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