How Beacons Are Transforming Guest Satisfaction in Hotels
The future of most businesses nowadays depends on a good slice of technology, whether it be providing better communication to clients and customers or producing game changing products. One place where tech is beginning to guarantee better experiences is the hotel and leisure industry where beacon technology is transforming how businesses and customers connect on a deeper, more personal level.
Beacons have a number of practical applications. Essentially they provide a way of interacting with customers who are close by and can be used to not only enhance experience but also increase revenue by pushing relevant notifications and current offers. Initially tried out in the retail industry but now making an impact everywhere from cinemas and museums to fun parks and hotels, beacons have been able to overcome problems suffered by other technology, including GPS, such as poor or intermittent reception and granularity.
Beacons, in association with dedicated apps, are also a great way for hotels to develop their marketing strategy further by gathering pertinent insights into guest behaviour, for instance which areas of the hotel are the most popular and when they are primarily used. With more information at hand, hotel managers can pick just the right time to offer upgrades or upsell products and services such as restaurant meals, bar deals or massages as well as deliver a more seamless experience to guests.
Hotels can also load virtual tours onto their apps for smartphones or tablets giving guests an interactive outline of what is available during their stay and allowing them to book particular services.
This can be either implemented using a code or simply by the guest being in close proximity to the room door itself.
One way that beacons, in conjunction with smartphone technology, can work is by dropping an invitation to enjoy some room service. If you have an idea of the kind of food that a guest likes, you can organise your menu accordingly and send them a personal message to check it out. They can then order by the touch of a button. Because the beacon allows the hotel staff to know that the guest is in their room, everything is automated to the point where the food is cooked and delivered to the door.
The importance of location based marketing cannot be underestimated here. If a guest is in close proximity to the salon for instance, sending them a notification of a special offer if they pop in and say hello has more choice of leading to a sale than if the guest is lying back in their room reading a book.
Let’s say you have an exhibition in the lobby and your guest spends quite a large amount of dwell time there. If you have similar or complementary products on sale in your shop, then you could send them a personal notification that you have some special offers if they would like to see them. Targeting under specific circumstances leads to a better chance of an up sale than if a blanket notification is sent out to everyone.
You can also use beacon technology to monitor staff activities and improve productivity by alerting the appropriate staff that a certain area needs to be attended to as well as monitor which rooms guests have checked out of to be prepared for the next visitors.
There are plenty of uses that a hotel app, when connected to a guest’s smart device via beacons, can be put to, providing what many term as a ’personal concierge’. It allows opportunities for hotels to deliver a top class service while also improving their profitability, a win-win situation for all concerned.
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