improving revenue , but they also offer opportunities to better engage with guests even before they arrive .
DRIVEN BY DATA Bangkok-based Minor International took a data-driven approach to its recent development of apps for its Anantara and NH properties . Development was done in-house , says Marcos Cadena , vice president for digital marketing . COVID proved a catalyst , especially with the Anantara application , which was launched in November .
After borders closed , Anantara wound up with a new business and revenue stream , with many of its Thailand properties certified for as alternative quarantine sites . “ We had so many questions from people coming to Thailand ,” Cadena explains . “ They wanted to know how it worked , about meal service , and how to hire a PlayStation .”
One initial aim was to speed responses , using a digital dashboard that integrated customer queries , along with message services WeChat , Line and WhatsApp . The app clusters them together and dispatches them to relevant departments .
Anantara built booking engines not only for its hotels , but for everything from food and beverage to spas , with detailed option menus . “ This was real important in this COVID time ,” Cadena says , noting hotels have cut staff . “ So it ’ s important to automate systems but still make the customer feel important .”
The app rolled out in the Maldives , which reopened to tourism earlier than much of the world . Many chains introduce applications incrementally , since they often need to be customized extensively for different properties — one reason big hotel groups often are behind the curve of this tech .
“ It ’ s hard to develop a global platform ,” says Ronson , noting that costs can be enormous for chains with hundreds of hotels . Then there are data privacy concerns that multiple exponentially across different jurisdictions . “ Smaller hotels often can better implement .”
Customer response helps drive customization . Minor ’ s NH app shows room layouts , offering customer choice of rooms , even beds — a rarity in hotel apps because of the time required for coding . Anantara ’ s app showcases restaurant menus and wine lists . You can ’ t select specific tables , but Cadena ’ s team added a button allowing guests to make requests .
Virgin Hotels launched in 2015 emphasizing inroom tech , and a mobile app called Lucy that was like an in-room Siri . Lucy was overhauled in 2020 , adding more contactless features including keyless access . Through the app , guests can control the TV and room temperature , order room service and program music or workouts .
Customization should be king for some time . Cadena notes that every hotel has its own dashboard , and data stream , so service can be tweaked to satisfy any need in the future . “ It ’ s all about empowerment for the guest ,” he says .
IT ’ S IMPORTANT TO AUTOMATE SYSTEMS BUT STILL MAKE THE CUSTOMER FEEL IMPORTANT .
MARCOS CADENA , VP FOR DIGITAL MARKETING , MINOR INTERNATIONAL
Anantara ’ s app , launched in November , offers pre-arrival services , digital room key and F & B menus , among other features — all of which came in handy when many of its Thailand properties became certified as alternative quarantine sites .
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