With STR reporting that 2020 was officially the worst year on record for U.S. hotels – the bright side is that things can only stand to improve from here. However, there are some caveats to this. For hoteliers that think life will go back to the way it was prior to the pandemic, unfortunately, from all indications that will not be the case.

Looking back at history, when progress has been made in all facets of life, rarely are those advancements ever reversed. Such is the case with the technological developments that have been made as a result of the pandemic. While the vaccines do provide hope of an eventual return to normalcy, many in the industry have referenced a ‘new normal’ – which incorporates the recent enhancements to health and safety protocols as well as the innovations to technology.

This is where contactless solutions and guest mobility come in. According to a recent study by Fuel Travel, 81% of respondents said they would be willing to use a hotel’s mobile app to check-in to the hotel. Among millennials, that number jumps up to 89%, which is a key target demographic for both the hospitality and travel industries. In addition, 60% of respondents said they would be willing to use a hotel’s mobile app to unlock their room door, demonstrating a growing trend for this type of technology.

While these statistics paint a clear picture as to what travelers will be looking for in the near future, many are wondering whether these new forms of technology will still be as important in the years to come. Although there is no clear cut answer to this, functionality such as mobile check-in or the ability to communicate with guests via text message, which are opened over 90% of the time are likely here to stay due to the ability to streamline operations and enhance overall efficiency.

It is not often that technology designed to improve the guest experience and simplify hotel processes is left unused. This is why the time is now for your hotel to invest in a truly contactless guest experience. Rather than these technologies going away, they are likely going to continue to evolve offering more features and functionality that guests will quickly become accustomed to. In addition, many hotels have already invested significant capital when it comes to implementing these new technologies, increasingly the likelihood they will be promoted and utilized at their property.

While contactless and mobile technology for hotels has quickly grown in popularity, it is still a relatively new concept for many hoteliers. Having said that, let’s take a look at some of the benefits and contactless options available for hotels to implement.

Increase guest satisfaction.
One of the direct benefits of contactless technology is the increase in guest satisfaction. While there is likely to be a learning curve for travelers, the ability to check-in prior to arrival or order additional services and amenities right from their mobile device truly empowers guests to maximize their stay.

Mobile check-in for example, allows guests to bypass any lines in the front lobby saving them valuable time, while ensuring they feel comfortable on your property. With more options to choose from on a hotel’s mobile app, guests can browse through the available offerings and easily upgrade or customize their experience to suit their needs.

Enhance safety and security.
One of the biggest concerns when it comes to mobility and contactless technology is security. With news of hotel data breaches, it is reasonable for guests to be concerned. The reality is that mobile technology is often more secure than standard processes, as it greatly reduces the chances of human error and information getting into the wrong hands.

The Chorum Guest Mobile App for example, is built with data encryption and ID verification technology, ensuring guests’ information is both safe and secure while eliminating the guesswork from front desk staff. In regards to digital keys, they are actually more secure than standard RFID cards as they have multi-layer security, and the hotel has the ability to easily deactivate the mobile key if the guest’s mobile device is lost or stolen.

Drive more revenue and increase your bottom line.
As travelers begin to stay at hotels again, many will search for hotels that offer contactless functionality, and may even rule out those that don’t offer these capabilities. This is important, as hotels that decide not to implement contactless features such as mobile check-in, will potentially be putting themselves at risk of losing business to the competition. Additionally, the money savings that can be had from reducing physical keycards can quickly add up over time and reduce your operating budget.

With the ability for guests to book directly from a hotel’s mobile app, hoteliers can save fees that would otherwise be paid to the OTA’s. While in the app, guests can purchase additional amenities, services, and room upgrades all with a simple click of a button. With your hotel’s offerings available directly within the guest-facing mobile app, guests can easily enhance and personalize their stay, all while helping to boost your hotel’s bottom line.

Leverage mobile communication and increase guest engagement.
The task of upgrading and upselling guests can be challenging at the best of times, which will only prove more difficult in a hyper-sensitive world. With text-message communication, promotions and offers can be sent directly to your guests’ mobile device, helping to drive more engagement and increase overall profitability. As I mentioned earlier, text messages are more likely to be opened and read as opposed to email, greatly increasing the success of a hotel’s marketing efforts.

Another benefit of mobile communication is the positive impact it can have on hotel staff. Not only does this lessen the burden on front desk agents having to field calls from numerous guests, but it also allows them to respond quicker via text message helping to boost guest satisfaction as well. Additionally, all messages are stored within the platform, which helps to ensure all guest requests are promptly addressed. With guests already on their mobile devices regularly, it only makes sense for hotels to focus their communication efforts on the platforms their guests are already familiar with.

Did you know that Jonas Chorum offers a guest mobile app with mobile check-in/check-out, digital key, and online booking? We also have direct integrations to the leading guest messaging and communication platforms in the industry today. If you are interested in learning more, request a demo with our team today!

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