Customer experience in the hotel industry, as in any industry, is about consistency. It’s not enough to have the newest self-service tools, mobile apps or improved services. Individually, these initiatives can work, but there needs to be consistency across all touch points based on guest requirements to ensure satisfaction.
Hotels are currently attempting to generate solutions that address not only customer service issues, but user experience issues as well. Creating an unambiguous cross-channel experience is of paramount importance. Stan Kreydin, Senior Vice President and Chief Technology Officer for Wyndham Exchange and Rentals explained his views on the subject:
“Where possible, we want our customers to have a similar experience with our products via self-service channels such as the web as they do with our contact center agents for our assisted service channels.”
For most hotel guests, the experience enjoyed with the hotel staff is engaging in streamlined. It must also be a top priority for consumers to feel the same way when interacting with a website or mobile app. Some companies, including the Morgans Hotel Group, have made significant changes to websites including the ability to make reservations in a limited number of clicks, tour the city they’re visiting with a curated Google Map and access an Instagram feed populated with photos from guests staying at the property.
It’s always important to recognize your target demographic when utilizing new technologies. Pullman Hotels and Resort focuses on delivering a cosmopolitan, vibrant and in-style experience for guests. The company has worked on a unique guest technology ecosystem centered on synchronizing various screens – TV, smartphone and table – in order to create a unified network of entertainment services.
However, the multi-device phenomenon does not only affect the online experience offered by Pullman. The hotels and resorts have multiplied IP addresses, which has allowed the company to increase the bandwidth at all Pullman properties. Multiple power sockets placed near beds allows guests easy access to devices throughout their stay.
Hotels worldwide are currently all trying to match guests’ rising expectations. Check-in and check-out is one area where guests do not like wasting time and expect immediate service. The same goes for free WiFi which they expect to have access to as soon as they enter the property. Amenities that were once considered luxuries have now become an expectation among travelers, and hotels need to adapt or will find themselves left behind.