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People today expect to be connected always and everywhere; sometimes it’s hard to believe that there was a world before smartphones and Wi-Fi. In the time since Wi-Fi became ubiquitous in hotels, apartments, and public spaces, it has fueled the evolution of connectivity in a lot of ways. Just like Maslow’s hierarchy of needs, the most basic needs start at the bottom, and you can’t get to the next level without a strong foundation. 

By now, everyone is aware that hotel giant Marriott International announced on Friday a massive data breach that goes back more than four years and may have affected up to 500 million customers worldwide. 

After two years of preparation, the FlyZoo Hotel — a futuristic property that uses interactive technologies to do everything from greet guests to deliver room service — is ready for business. 

Mobile technology is fast becoming central to the entire travel experience. Consumers are increasingly using their smartphones to research trips, book accommodation, check in at the airport, and access their hotel room. But one of the next big roles mobile has to play in the travel process is mobile payment. The idea of an entirely cashless society might still seem some way off, but mobile payment is gaining popularity. As it becomes more widely used, its fast and frictionless nature will bring benefits before, during and after a trip. 

Digital marketing, also known as internet marketing, plays a significant role to boost hotel website traffic and online bookings. Recently, many big announcements were made in the digital industry, for example when Facebook introduced a new video format for marketers, or when Google announced a board core algorithm. If you are a new hotelier and want to stay ahead in the industry, then you should know what’s going on in the hotel digital marketing industry. 
 



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Checking In before Checking Out

12/19/2016

Today, nearly 60 percent of travelers book hotels using a mobile device and 81 percent find user reviews important. With mobile devices serving as a natural extension of travelers, hotels must engage with their guests where they’re talking and listening before, during and after their stay to manage the guest experience from check-in to checkout. 

Streamline Operations
Before a guest even steps foot onto the property, hotels should incorporate mobile technology into their internal operations to streamline communication between departments and shifts. Replacing physical logbooks and finicky radios with mobile devices is one way to ensure transparency and accountability between frontline employees and management, shaping the guest’s first impression and ensuring consistency from day to day.

Encourage Engagement
Once checked in, guests should have a way to communicate requests and complaints directly to hotel staff via mobile device without being required to download an app or call the front desk. Requesting more towels or expressing a noise complaint via text encourages guests to engage directly with staff in a manner that is intuitive and natural for today’s traveler. Opening this additional line of communication between the guest and staff not only creates a highly personalized guest experience, it also provides the opportunity for management to address an issue that might otherwise only be discovered after the guest checks out and publishes a review.

It is imperative that mobile-initiated complaints are escalated quickly, handled appropriately and logged correctly. While a complaint may have been initiated via text, hotel management should not necessarily continue the dialogue using the same medium. Instead, the manager should quickly take the complaint offline by engaging with the guest verbally or face-to-face. After the issue is remedied, the incident should be logged so that staff can be aware of and sensitive to the guest’s issue during future stays. 

Keep it Simple
If technology overcomplicates the guest experience, don’t implement it. Completely replacing traditional staples in the hospitality industry like the front desk associate or housekeeper with technology removes the opportunity to personally connect with guests and create the highly customized experience we’ve all come to expect.

While comment cards on pillows might be obsolete, the concept is certainly not. Hotels should automatically send a brief survey to the guest’s mobile device after checkout requesting feedback on their experience. Many hotels offer points as incentives to completing these surveys, which ultimately provides a wealth of information to calibrate operations and increase guest satisfaction.

While we most certainly have not seen the extent of mobile technology’s role in the hospitality industry, it’s clear that hotels seeking to increase customer satisfaction must connect with guests where they’re engaged through mobile technology. Through technology, savvy hotels should proactively shape the guest experience by streamlining internal operations, opening a new line of communication and implementing technology where it makes sense.

About The Author
Scott Schaedle
Founder and President
Quore


Scott Schaedle founded Quore in 2012 after identifying the need for and creating a solution to revolutionize and streamline hotel operations. Raised in a family rooted in the hospitality industry, Schaedle grew up and worked in hotels his entire life. Schaedle is the driving force behind the vision of the company and designed Quore through a collaboration between hoteliers, designers and software developers. Under his leadership, Quore now has more than 20,000 users at more than 1,000 hotels, including properties in leading management companies throughout the country.

 
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