Every hotel, whether a small boutique or a large-scale, all-inclusive, possesses its own brand identity. In this era of technology-driven guest experiences, hotels can craft distinctive brand identities and thrive in a competitive market by leveraging guest-experience applications.
The hospitality technology industry is growing rapidly. Analyses have shown that guest-facing tech in the hospitality space has the potential to become a $6-billion category, highlighting the significance of apps. From mobile check-in and keyless room entry to personalized recommendations based on guest data, guest-experience technology offers numerous ways for hotels to enhance the guest experience and elevate their brand presence.
This article will help to understand how hotels of all segments can harness the digital age to create remarkable guest experiences, setting them apart in the hospitality landscape and building enduring brand loyalty.
Guest-Experience Application
Guest-experience apps play a vital role and are designed to enhance the overall guest journey from check-in to check-out.
These digital solutions have revolutionized the way hotels operate by streamlining operations and elevating the guest experience. They serve as virtual concierges, providing guests instant access to information, services and personalized recommendations through mobile devices.
These applications offer a range of functions that leverage the guest experience and contribute to the branding of hotels:
Personalized recommendations: Guest-experience apps can provide personalized recommendations based on guest preferences, ensuring that each stay is tailored to individual needs, which contributes to guest satisfaction and reinforces the hotel’s branding.
Keyless access: These apps enable keyless access to rooms, allowing guests to enter their accommodations seamlessly without physical keys, adding a modern touch to the hotel’s branding.
Mobile check-in and check-out: They facilitate mobile check-in and check-out processes, reducing wait times and physical contact, thereby improving the efficiency of guest services.
Local recommendations: These apps provide guests with information about nearby attractions and dining options, which showcases the hotel’s commitment to offering comprehensive guest services.
Amenity booking: Guests can use these apps to book various hotel amenities, such as spa treatments, room service or activities, all from the convenience of their smartphones.
Service requests: They enable guests to request services, such as extra towels or room cleaning, ensuring prompt responsiveness and quality guest services.
Apps and Hotel Branding
Integration of guest experience apps play an important role in shaping hotel branding. These digital solutions enhance the hotel’s brand image by providing personalized and convenient services, which further portrays the hotel as responsive and careful toward their guest needs.
Moreover, building brand loyalty becomes easier as hotels consistently deliver exceptional guest experiences through these apps, solidifying trust with fast, easy and innovative guest services. The technology also fosters values like sustainability, as it provides a virtual alternative to the traditional management and delivery of its services. For example, guests can have keyless access to their hotel rooms or information regarding the hotel’s amenities, all in one place. This removes the need for collateral or plastic key cards, reducing the hotel’s carbon footprint.
In a competitive market, hotels with advanced guest apps stand out, attracting modern travelers who prioritize convenience and personalization, which leads to stronger brand affinity. Throughout the guest’s journey, whether through online interactions or in-person experiences, guest-experience apps ensure brand consistency, upholding brand values and identity, which foster trust and recognition—essential elements of successful hotel branding.
Implementation Tips
It is crucial to have an effective implementation strategy for guest-experience apps that contributes to consistent growth in the branding of hotels. Here are some tips on how to effectively integrate guest apps into your hotel business:
- Choose the right app: Start by selecting an application that resonates more with your hotel’s brand identity and provides customization options that fulfill your hotel’s profile. SaaS providers offer ready-to-use solutions, complete with onboarding and training, diverse customization options and a free trial option. SaaS providers help hotels significantly reduce the development costs of a guest app, which can range between $70,000 and $220,000, according to Cleveroad, by simply providing it as a service.
- Training and adaptation: Success hinges on staff readiness to provide top-notch guest services. Prioritize comprehensive training. Even though SaaS providers offer training, ensure that the staff is up to date with the functionality of the guest app. Only a functional app and responsive staff will enable the full spectrum of benefits the guest application provides.
- Ensuring consistency with branding: Emphasize seamless integration between the app and your brand strategy. Customize content and visuals to align with your hotel’s essence and values.
- Transparent communication and guest expectations: Transparently introduce the app to guests, aligning with your brand messaging. Provide clear instructions on app usage, emphasizing convenience and personalization.
- Measuring ROI and guest satisfaction: Implement ROI metrics and monitor key indicators like direct bookings to assess the impact of guest experience applications on the hotel’s operations. Integrated guest surveys provide valuable feedback. SaaS providers offer convenient analytics tools to gauge guest satisfaction and branding effectiveness.
- Continuous improvement: Integration is an ongoing process. Encourage regular reviews based on guest feedback, giving insights into what can be adjusted to improve your hotel’s image.
In the evolving realm of hospitality, guest-experience applications are critical for the branding of hotels. They seamlessly infuse technology into the guest services, fostering loyalty and trust. Embracing these applications helps hotels enhance their brand identity and secure lasting guest loyalty in a rapidly changing landscape.
Story contributed by Sjeel Koster, CEO and co-founder, HolidayHero, a guest app for hotels and short-term rentals.