When it comes to customer engagement, hotels are finding many travelers would rather use their smartphones than deal with the front desk or call down for room service. Sure, there’s a certain nostalgic charm, and even art, to those old-fashioned keys attached to brass plates, weights or tassels that you still get at small European hotels. But even considering the remembrances of trips past they evoke, business travelers are just as happy to skip the whole thing.
This year, big hotel chains such as Starwood and Hilton have begun letting travelers use their smartphones as room keys in certain properties (and in Starwood’s case, the Apple Watch). In-house apps also let customers book rooms (and for the HiltonHonors app, even choose their room from digital floor plans). Some house apps let you order food and drinks, make reservations or access a whole suite of services and amenities on the property as well as city guides for when you venture outside.
The aim isn’t to cut out the personal touch entirely but, rather, to make the experience easier and better for the customer. For example, the Marriott Mobile app’s Anything Else feature lets you chat online with hotel personnel.
Some hotels are putting tablets in rooms to act as alarms, adjust the heat or air conditioning, and handle requests formerly reserved for bedside landline phones.
How far will the digital transformation go? A Japanese hotel in Nagasaki is staffed by robots, although there are some people behind the scenes.
Cool Apps
Want a Room Somewhere?
Besides the big hotel chain apps, travelers who want to find a room quickly have some new options for last-minute booking. Besides the big names such as Expedia, Priceline, Kayak, Hipmunk and Travelocity, there are several apps that focus on last-minute travelers.
HotelTonight offers deals at top hotels from tonight to up to a week in advance.
Roomlia is a newer app that also offers deals for unsold hotel rooms.
JetSetter, from Trip Advisor, goes a bit further to offer last-minute deals on hotels, vacation homes and tour packages.
Those apps all have some serious competition from Booking Now, by Priceline, which offers deals targeted to your current location.
