For any global hospitality business, not just hotels, using digital technology to improve the guest experience is a top priority for ensuring their long-term success. Making it easy for guests to access services is extremely important.
Access includes everything: the physical equipment, computer programs, procedures, and how guests interact with it, and in turn represents considerable CapEx and OpEx. Within a total cost of ownership (TCO) analysis, traditionally this investment comes with expectations of redeeming 7-10 years of operational value.
Access as a defining element of the GX (Guest Experience) 🛏️
The costs and risks of entering the world of digital/mobile access may not be obvious right away. Beyond just the initial setup costs, there are risks of disruptions to the guest experience, which can also affect the frontline staff and make it harder to keep guests happy.
We should appreciate the pioneers in this field who invested a lot to test these ideas in the real world as early as 2010. If you search online, you'll find major brands taking risks when mobile technology was less reliable for this kind of guest experience.
Thanks to years of trial and error, these established chains have learned valuable lessons, and now the entire industry benefits from their innovations and solutions to common problems.
To each, their own 🏨
In the accommodation sector, a significant challenge is the STR short-term rental market. They are striving for the best guest experience, even though they have diverse operational requirements. It's just not practical to have staff across various locations who can respond to changing arrival and departure times.
One important thing the STR market is still working on is making sure guests are who they say they are. It's crucial to figure out when and how to give them access while keeping their entry and exit secure.
Known risks ⚡
Resistance exists within certain groups of Guests for downloading a mobile app. There seems to be a value proposition consideration as to the value of downloading an app, and a general preference for less intrusive web apps.
Without a downloaded app, however, the requirement for internet in order to execute an access command can come with an array of risks. Think elevators. One of our truly pioneering Mews Clients, Rambla (Australia), seeking the best-in-class ecosystem to deliver a staff-less contact-less experience, discovered this only through a thorough virtual walkthrough.
Known benefits 🌈
Guests and staff both prefer a self-check-in system like the one used by airlines. Many of your guests are likely to opt for digital check-in and check-out, using their smartphones as keys.
Rewarding loyal guests with easy check-in is a great way to show appreciation. They shouldn't have to go through unnecessary steps in 2023.
Keys to the future 🔑
How does Digital Access look for the now and future of your Enterprise?
We would absolutely love to elicit any feedback on this ever-evolving space! 🚀
