Mobile apps increase guest touch points

Many mobile and wireless applications have debuted recently, most geared toward helping the guest navigate within and around the hotel. Vendors assure hoteliers these services are meant to enhance the traditional concierge, not replace it.

“Nothing beats a knowledgeable concierge who knows the surrounding area,” said Mike Murray, president of TripCraft. “Mobile apps will simply make it easier to get at a wider range of local points of interest or can be used when you don't have access to a concierge.”

Mobile applications are meant as an add-on and to provide a self-serve facility for those guests who do not want to use concierge services, said Warren Dehan, president of Northwind-Maestro PMS, which unveiled ResWave booking engine for social media sites and mobile devices at HITEC 2010.

“The concierge will continue to serve a key role in assisting guests,” he said.

Some mobile apps are actually built to increase the communication between the hotel staff and the guest.

“Runtriz allows concierge and hotel staff to communicate with guests, even outside the four walls of the hotel,” said Matt Allard, president of Runtriz. “Every request is sent to a staff member who manages the request and follows up with the guest with a personalized message.”

Depending on the service level and segment, some hotels have chose to offer iPads in each guestroom. Others decided that having a few available in the lobby would be more financially feasible.

“I'm not sure if every room needs one, since some guests may not be comfortable using them or prefer more personal service,” Murray said. “But for guests that are tech-savvy or want hotel services at their fingertips, an iPad seems like an easy choice.”

Allard said a few of his boutique customers have put an iPad in every room, and others have gone with an iPod Touch in each room.

But, “most will put an iPad in the suites only because it’s more cost effective and they are at a higher rate,” he said. “Pretty much all of our hotels provide a few to loan at the front desk.”

Applications built for operations
From an operations standpoint, some vendors have introduced iPads and iPad applications to help staff better operate their hotel.

“The iPad allows users of our hotel ServicePro product to create great efficiencies and more accurate reporting on the operation of their hotels,” said Chip Carroll, president of hotel SystemsPro, which offers a suite of ASP-based solutions that help hotel companies better manage assets, increase sales and reduce operating expenses. “Inspection managers can conduct their inspections on our solution via a highly portable iPad in real-time. As they walk the property, they can flag any issues on the spot. They can even issue work orders that can instantly send a text message to the engineer on duty to remediate the issue.”

Having the ability to respond to guest demands, or the demands of peers at work, with the information at your fingertips is a clear advantage.

“From workorder dispatch to housekeeping updates to banquet captain coordination, there are many ways to empower people to have the information and tools they need in their hands anywhere in the hotel,” Dehan said.

Allard said Runtriz offers a guest request distribution system, which sends guest needs directly to the staff member responsible for that task, eliminating a “middle man.”

“Since it goes direct, the hotel not only operates more efficiently but there is less error,” he said.

iPhone vs. iPad apps
• iPhone apps need to quickly get a user to a goal.
• iPad users are usually interested in a longer, deeper interaction.

• iPhone booking apps need to be easy and direct.
• iPad apps can offer slicker navigation, using pop-ups and multimedia.

• iPhone apps tend to be scaled-down versions of bigger software.
• iPads allows for more screen real estate, creating a more visual experience.

Sources: Mike Murray, TripCraft; Warren Dehan, Northwind-Maestro PMS; Matt Allard, Runtriz; Chip Carroll, hotel SystemsPro