It’s clear that consumers are looking for contactless, mobile-first travel experiences, but is there even room in tight 2021 hotel budgets to invest in technology?

It’s difficult in any year to predict what a successful hotel budget looks like. But cliched phrases like “no one knows what the future holds” have frankly never been more true. At least in a normal year, hoteliers are able to forecast their potential revenue and needs based on patterns from previous years. This year? Good luck. There’s no telling when a vaccine will be ready, how quickly countries will be able to vaccinate their population, and what risks will carry through to next year and beyond.

Now, the process will rely heavily on educated guesses as the world continues to go through rapid change. Yet hoteliers shouldn’t feel hopeless when it comes to their budget. Several critical attributes of the new normal have already solidified: low contact service, cleanliness, and safety. As a result, it’s becoming increasingly clear what hoteliers should invest in to successfully navigate the next year.

Technology that reduces contact is a sure bet for increasing booking, revenue, and guest satisfaction in 2021—but as in any recession, every expenditure will undergo extra scrutiny and contactless technology has its fair share of detractors. They generally fall into one of two camps: those who feel contactless technology is an overhyped trend that will eventually fade over the next few years and those who feel it’s just too expensive for most properties.

And either way, is it worth the investment? Simply put, yes. Like any good investment, it can stand up against the criticism.

First, the habits formed during COVID won’t just fade the way other trends do. Experts predict living through the pandemic will likely have a similar effect on today’s population as The Great Depression did in the early 20th Century—meaning this will stand out as a critical period that forever shapes the way we all think and live. Even as the fear of infection subsides, a long-term affinity for cleanliness and contactless will remain.

Next, take into account that certain tools like contactless payments were already rising in popularity before the pandemic, out of convenience more than concern for cleanliness. And even when COVID becomes a distant memory, the convenience will remain. Most contactless solutions are also mobile solutions—and we live in a world where people have their phones on them 24/7. The long-term utility of mobile capabilities isn’t going anywhere.

Finally, the biggest concern: cost. Many properties believe contactless technology is cost-prohibitive, only suitable for large hotels and brands. That couldn’t be further from the truth. In fact, the large majority of contactless solutions are incredibly scalable both in function and price, built to work for any property—boutique or brand, 30 rooms or 3,000. The cost per month for most hotels isn’t in the thousands, but in the hundreds. For many, it’s often a lower monthly bill than laundry.

And beyond the low costs is real value. Dining revenue soars when guests can order from their phone and select contactless delivery. Reservations for on-property activities and amenities rise as well. Even more importantly, guest satisfaction spikes significantly when guests feel they have 24/7 access to everything they need right at their fingertips.

At this point, mobile technology that enables contactless service isn’t just a good idea—it’s becoming a standard. Guests are looking for amenities like mobile check-in and contactless dining options. The properties that can provide them will come out ahead during the pandemic, but also after. Once guests get used to mobile convenience, they’ll never give it up. To truly create a successful hotel budget for 2021, hoteliers need to create space for innovation and technology.

Want to hear more about why technology is a smart investment for 2021 and beyond? Hear from THE GEORGE Director of Operations Kerrie Hunter about the boutique hotel’s experience implementing a digital guest experience—and why she thinks contactless technology is worth every penny—in an on-demand webinar.

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Find out how hotelier Kerrie Hunter has seen contactless tech impact recovery, guest experience, and revenue at THE GEORGE, a boutique hotel in Montclair, New Jersey.

Last week, INTELITY CEO Robert Stevenson interviewed THE GEORGE Director of Operations Kerrie Hunter about her property’s experience during and after the COVID window—and how technology has played an essential role in their success. During the conversation, they covered everything from what the property’s shutdown was like to how they protect staff and encourage guests to choose contactless service. Here are a few of the insights she shared:

1. Even if the emphasis on contactless fades in time, mobile hospitality is here to stay.

Any way to cut expenses is good, any way to move into the new wave of the future is great. Computers aren’t going away. Cell phones aren’t going away…This will just be a thing: you don’t use hotel key cards anymore, you use your phone—just like you use your phone for everything else.

— Kerrie Hunter, Director of Operations, THE GEORGE

At some point, guests are going to be able to stand at the front desk and talk to the concierge again. But that may not be for a while, especially as vaccine timelines are repeatedly pushed back. Until then, hotels need a way to easily circumvent or eliminate normal touchpoints.

For THE GEORGE, the transition between normal and contactless service went quickly. They already had a mobile app and in-room tablets for guest convenience. Now, the technology is their first line of service—keeping guests and staff separate to ensure everyone stays safe.

Guests get a call after they book, giving them a quick explanation of the new normal and directing them to the technology they can use to access better, safer service. According to Hunter, the response has been overwhelming—largely, she believes, due to the fact that contactless hospitality isn’t just a safety measure; it’s also just more convenient.

That’s why she believes the technology will never go out of use. In a mobile-everything world, travelers are unlikely to go back to traditional experiences if they know they can use their phone instead.

2. Hospitality technology is actually a huge cost-saver for the property, not a drain on resources.

Especially during these times, the last thing I want to do is purchase things I don’t absolutely need because I don’t have a full hotel. I don’t have expendable cash floating around for things like new key cards.

— Kerrie Hunter, Director of Operations, THE GEORGE

Getting guests to adopt technology isn’t just an option for THE GEORGE, it’s the option. As Hunter puts it, this is a critical way their hotel saves on costs. With nearly every guest downloading the app, entering with a digital key, and using the room’s tablet to submit digital requests, overhead is reduced in several significant and sometimes unexpected ways.

The first is the cost of key cards. While not the most glamorous expense cut, it’s made a difference at THE GEORGE. And as INTELITY CEO Robert Stevenson shared during the webinar, they’re actually not the only property that sees it as a major win. One brand that uses the INTELITY platform recently decided to add mobile check-in and mobile key to their tech stack after guests simply stopped returning room keys when they left and keycard costs spiked.

But most importantly, technology allows THE GEORGE to both save valuable staff time—redirecting time spent previously on administrative tasks to guest service—while also reducing the number of staff necessary to run the hotel. A specific scenario comes to mind. If only one person is checking in during the night and Hunter knows they’ve downloaded the app and will be able to use a mobile key to access the property, she doesn’t have to schedule someone for the overnight shift. This cost-saver, being able to deliver an excellent experience for guests with a lean staff, is a huge part of what makes the platform irreplaceable for THE GEORGE.

Overall, the property’s philosophy is, “If we don’t need it, we don’t have it.” But the INTELITY platform was an easy investment choice, and one they feel has paid off. “We definitely get our money’s worth,” says Hunter.

3. Pivoting to contactless service puts hotels in the perfect place to thrive—whether COVID ends tomorrow or continues to challenge hoteliers in the months to come.

Like the stats show, we use it every day. Our guests use it every day. I’ve actually had other hotels in the area call and ask us, ‘We heard you guys have this. What’s it all about? We need to get this.

— Kerrie Hunter, Director of Operations, THE GEORGE

Guests are looking for hotels to guide them as they start traveling again. In Hunter’s experience, travelers haven’t been offended or put off by safety measures and technology. Sure, there are older guests who struggle to adapt every once in a while, but “the overwhelming majority of people just say, ‘Tell me what to do,’” she shares. If anything, satisfaction rates have risen, with travelers excited about the measures in place.

And it’s not just guests who are taking note of the technology now available. Other properties in the area have been impressed with the contactless guest experience THE GEORGE is providing, and inquiring as to how they might be able to implement a similar strategy themselves.

Even on a normal day, guests “find that [using technology] is faster than having to dial the front desk, be put on hold, and wait for somebody to get to them. It’s pretty seamless,” explains Hunter. “Most of the guests are surprised at how quickly it gets to them and they receive whatever they’re asking for.” There’s no more popping down to the desk to ask for more towels; now, guests can request them from a smartphone or tablet from their bed in just a few clicks.

With COVID a factor in 2020, creating a contactless guest experience has played a pivotal role in keeping THE GEORGE open and running smoothly, while reducing risk for guests and staff alike. Beyond COVID, it’ll continue to simplify staff tasks and facilitate truly exceptional service.

Looking for more insights from THE GEORGE’s conversation with INTELITY? Watch the replay of the webinar, Contactless Tech’s Role in the New Guest Experience.

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According to two recent studies, consumers are expecting digital travel experiences in the wake of COVID-19. Find out exactly what they’re looking for.

What does a successful hospitality recovery look like? Well, no one fully knows yet. While expert predictions have been extremely valuable during the pandemic, they’ve largely been based on guesswork. Not anymore.

Thanks to two new surveys, spanning over 10,000 consumers, hoteliers can get a much clearer look at how guest expectations have truly changed—and spoiler alert, the new ideal for consumers is a guest experience transformed and streamlined by technology. Here are five key takeaways for hoteliers to consider:

1. 71% of consumers agree they would be more likely to stay in a hotel with self-service technologies that minimizes physical contact with staff.

This may be a no-brainer, but it’s worth repeating: the overall goal of every hospitality strategy in 2020 is to reduce the risk of infection for guests and staff as much as possible. That’s on the mind of every consumer as they weigh whether or not they’re willing to plan a getaway. One of the best ways to sway them towards booking a stay is to equip them with mobile technology—accessible from their own devices—that eliminates unnecessary contact with others and powers a much safer stay.

2. 80% of respondents said they would download a hotel app that would allow them to check-in, check-out and get hotel information.

If you’re sensing a trend towards mobile and contactless, you’re on the right track. A mobile app enables much of the self-service, contactless functionality guests are looking for—the swiss-army knife of hospitality technology. The features that have gained the most popularity throughout the pandemic, from dining to check-in to guest-staff messaging, can all be housed in a mobile app. It’s the new MVP of guest experience.

3. 92% of consumers say they’d rather check in and out online or through an app—with only 8% preferring a kiosk.

While check-in kiosks have been marketed as digital check-in’s equal, guests aren’t convinced. Hoteliers shouldn’t be either. A kiosk may be more convenient than stopping by the front desk, but that’s not a guarantee, given lines can form. But more importantly, safety isn’t guaranteed either: unless a kiosk is cleaned between every guest, they’re touching the same screen someone else just used. Comparatively, checking in on a smartphone and heading straight to the room is an objectively better experience.

4. 35% of consumers say contactless payment options would make them feel more comfortable staying in a hotel.

Did you know credit cards are dirtier on average than urinal handles? Cash and coins are hardly better, and still dirtier than NYC subway poles. Even in normal times, those stats might gross a person out enough to never want to touch a physical payment again. These days, consumers are taking no chances. Eliminating the guest-staff exchange in favor of digital or in-app payments not only makes guests more comfortable to visit a property, but also to spend more while they’re there.

5. 47% of guests said they would be more likely to order in-room service or to go to the hotel restaurant if they could use a mobile app to place their order.

During the pandemic, food delivery apps and websites have experienced a massive boom—with nearly one quarter of U.S. adults ordering weekly in 2020. This is where hoteliers can take a lesson from their restaurateur counterparts and shift to digital if they want dining to become profitable again. Digital menus and mobile ordering can transform not just in-room dining, but also make guests more comfortable visiting your property’s restaurant as well.

Investing in technology during the most significant financial downturn since the Great Recession may seem counterintuitive, but these stats say it all. Properties and brands looking for an edge over the competition should look to technology that puts guests in the driver’s seat, letting them control their stay and service. Their reward? Increased satisfaction, bookings, and revenue.

Find out how your property can meet changing guest expectations by implementing tools that increase convenience and minimize contact post-pandemic. See mobile hospitality technology in action, including a mobile app, mobile check-in, mobile key, and more in a demo of the award-winning INTELITY platform.

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Sources:
A Data-Driven Look at Hospitality’s Recovery, Skift Research and Oracle Hospitality, 2020.
Hotel Guest Expectations in 2020, Criton Hospitality, 2020.
Dirty Money: New Research Reveals the Filthiness of Our Cash, Cards, & Coins, LendEDU, 2019.
More Americans Are Ordering Food Delivery Amid Coronavirus Crisis, Axios, 2020.

Make the most of every revenue stream with personalized guest offers and contactless messaging throughout the guest experience.

Getting guests in the door is the number one priority for hotels and resorts across the world as they begin the process of recovery in the wake of lockdowns. No market is close to fully recovered and the U.S. market in particular has seen growth stagnate in the past two weeks.

Yet while raising occupancy rates is essential to recovery, that’s not the only metric that matters. For hotels, incremental revenue can play a major role in recovery—and demand for dining, storefronts, and amenities from guests who have been forced to stay at home for months should not be discounted. How can you capitalize on that interest? Here are a few ideas:

Personalize guest messaging to boost amenity and room service revenue.

Customers aren’t just worried about their physical safety, but their economic security as well, making them even more unlikely to spend on extras during their stay. To tempt them into dining at the hotel or booking amenities, hotels need to take their messaging and marketing to the next level. 87% of marketers across all industries report a measurable lift in conversions and customer satisfaction from personalization efforts. Yet while hotels pride themselves on personalized, high-touch service, personalized marketing efforts aren’t quite as common.

With a mobile app or in-room tablets, hotels can reach specific guests at critical moments throughout their stay with tailored offers that convert at a much higher rate and raise revenue. If a couple is celebrating an anniversary, the hotel can push a specialized offer for champagne or the spa. If a family is hosting a reunion, the restaurant can notify them of a special group rate. When a loyalty guest arrives, the spa can remind them they may want to book treatments they’ve enjoyed in the past.

Using personalized offers and messaging, properties have seen up to a 20-35% uptick in in-room dining sales—which could make a huge difference for any property, especially during recovery.

Make contactless service and safety measures a core part of your business strategy.

If hotels learned one thing during lockdown, it’s that safety was the key to getting guests to return. But it doesn’t stop there—and will in fact matter throughout the entire guest experience for the foreseeable future. If guests are going to spend their hard-earned money on a vacation or getaway, they want to know they’ll be well-taken care of during their stay. Offering contactless service in every area of your property is one way to sidestep fears about safety from the start.

On the flipside, hotels are in a perfect spot to monopolize travelers’ time and wallets once they walk in the door. Guests may be unable or uncomfortable visiting local attractions they might have visited during a normal year. And if you can help them feel fully comfortable at the hotel, they’re more likely to explore everything a property has to offer.

Incorporate contactless service and distancing measures at every amenity—and then make sure guests know about it. Remove roadblocks by allowing guests to do things digitally at any chance. Hosting your storefronts and dining digitally will increase sales and allow contactless deliveries of purchases. Allowing guests to make reservations at the spa and restaurant digitally eliminates unnecessary touchpoints, ensuring guests feel fully confident in your property’s ability to keep them safe. Safety, satisfaction, and revenue are entirely intertwined right now: as your focus on safety and contactless rises, satisfaction and revenue will rise as well.

Don’t underestimate the impact incremental revenue can have on your hotel’s success—find out how you can transform dining with digital menus, mobile ordering, and touchless deliveries. Read the dining one-sheet now.

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As hospitality embraces a mobile mindset to combat COVID-19 challenges, what tools are emerging as favorites to deliver top-quality guest experiences? Here are the top contenders.

As the rest of the world has experienced swift digital transformation over the last 10 years, hotels have largely stayed true to their traditional mindset: high-touch, face-to-face service that makes guests feel special and comfortable. Now, hospitality is finally embracing a mobile mindset, in large part due to the complications created by COVID-19. With mobile hospitality technology, hotels can adjust to the new needs of travelers, delivering top-quality service while removing direct contact between staff and guests to ensure safety.

But what tools are most effective? And what are guests looking for as they begin traveling again? Four tools have outpaced all others to become the top choices for hotels around the world looking to combat the challenges COVID-19 has wrought on the hospitality industry. Here they are:

4. Mobile Staff Management

Most hotels are opening with more complex processes and less staff—a situation that puts stress on both hotel management and their employees. Increasingly, hotels are turning to automation and digitization to streamline processes and ensure nothing falls through the cracks.

With an advanced staff management platform, hotels can automate and streamline daily operations, optimize service recovery, and manage incremental revenue streams. As processes improve thanks to real-time data, the time it takes staff to complete each task can be reduced by more than three minutes—and when that’s added up over thousands of tasks a year, it can mean hundreds of valuable hours saved.

3. Digital Menus, Mobile Ordering, and Touchless Delivery

Dining is one of the most high-touch processes at any hotel or resort: guests who dine at the restaurant are surrounded by others, touch physical menus, interact multiple times with staff, and take off their masks while eating. And even if they choose room service as an alternative, there are pitfalls in that process as well.

A full suite of digital dining tools can completely transform the dining experience for guests, both in the restaurant and from their room. Digital menus and mobile ordering eliminate a significant number of touchpoints throughout both processes. And offering touchless deliveries takes things a step further, making the room service process entirely contactless. With digital dining, there’s an increase in safety for both guests and staff as well as revenue for the property. A win on all sides.

2. Mobile Check-In and Mobile Key

If mobile check-in and mobile key were nice-to-have capabilities before COVID-19 struck, they’re now necessities. Both global brands and boutique properties alike are flocking to the technologies to signal their commitment to guest safety. There are numerous reasons they’ve gained popularity, but two stand out.

First, mobile check-in was already gaining popularity with guests. In 2018, 58% said they’d welcome the chance to check-in from their phone—and as you can imagine, that number has grown exponentially given current global circumstances. And second, they’re an ideal way to create a contactless entry and exit experience for guests, who can come and go as they please without any face-to-face interaction with staff. With the safe, streamlined experience mobile check-in and mobile key provide, it’s no wonder they’re consistently top priorities for hoteliers looking to invest in hotel tech to boost recovery efforts.

1. A Full-Service Mobile App

In the quest for contactless service, no tool plays more roles or connects more services than a mobile app. It’s not only an incredibly helpful tool in its own right—giving guests 24/7 access to hotel information, safety protocols, and amenities—but also serves as a conduit for other mobile technology. Mobile dining, check-in, key, and service requests can all be housed in the app, making it a one-stop-shop for whatever service guests need, whenever they need it.

It’s not only an unmatched tool for uniting mobile technology and providing contactless services, it’s also at the core of the new guest experience post-COVID travelers are expecting. 81% of Americans own smartphones, and use them all day, every day for convenience. Now, with the added security of being able to use their own device to request service throughout their stay, a mobile app is hands-down the top tool hotels can use for recovery—one worth every cent of investment.

Right now, an entirely new normal is being formed for guests and properties. It’s no longer a question of if your property or brand will need to adopt these mobile tools, but when. Hotels that resist the change will fall behind the curve—and likely see bookings, revenue, and guest satisfaction rates suffer as a result. On the flipside, those that invest early will lead the industry and their competitors.

Interested in seeing how you can engage guests with mobile technology before, during, and after their stay?

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