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 propertyās experience during and after the COVID windowāand how technology has played an essential role in their success. During the conversation, they covered everything from what the propertyās 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 arenāt going away. Cell phones arenāt going away…This will just be a thing: you donāt use hotel key cards anymore, you use your phoneājust like you use your phone for everything else.
ā 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 serviceākeeping 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 overwhelmingālargely, she believes, due to the fact that contactless hospitality isnāt just a safety measure; itās also just more convenient.
Thatās 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 donāt absolutely need because I donāt have a full hotel. I donāt have expendable cash floating around for things like new key cards.
ā Kerrie Hunter, Director of Operations, THE GEORGE
Getting guests to adopt technology isnāt just an option for THE GEORGE, itās 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 roomās 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, itās made a difference at THE GEORGE. And as INTELITY CEO Robert Stevenson shared during the webinar, theyāre 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 timeāredirecting time spent previously on administrative tasks to guest serviceāwhile 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 theyāve downloaded the app and will be able to use a mobile key to access the property, she doesnāt 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 propertyās philosophy is, āIf we donāt need it, we donāt have it.ā But the INTELITY platform was an easy investment choice, and one they feel has paid off. āWe definitely get our moneyās worth,ā says Hunter.
3. Pivoting to contactless service puts hotels in the perfect place to thriveāwhether 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. Iāve actually had other hotels in the area call and ask us, āWe heard you guys have this. Whatās it all about? We need to get this.
ā Kerrie Hunter, Director of Operations, THE GEORGE
Guests are looking for hotels to guide them as they start traveling again. In Hunterās experience, travelers havenāt 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 āthe overwhelming majority of people just say, āTell me what to do,āā she shares. If anything, satisfaction rates have risen, with travelers excited about the measures in place.
And itās 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 āfind that [using technology] is faster than having to dial the front desk, be put on hold, and wait for somebody to get to them. Itās pretty seamless,ā explains Hunter. āMost of the guests are surprised at how quickly it gets to them and they receive whatever theyāre asking for.ā Thereās 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, itāll continue to simplify staff tasks and facilitate truly exceptional service.
Looking for more insights from THE GEORGEās conversation with INTELITY? Watch the replay of the webinar, Contactless Techās Role in the New Guest Experience.