GLOBAL UPDATE understanding of the customer ’ s approach in hotels and deliver better service by better knowing the guest . The better we know them , the better we can customize service . In the end , satisfaction will generate more revenue .
Bill Keen , head of mobile solutions , digital guest experiences , IHG : Wearables are a subset of an emerging trend called the “ Internet of Things .” People are going to want to connect contextually to things around them — it could be a watch , a phone or a connected car . As a trusted brand , how can we make the disorienting experience of travel easier ?
Chris Holdren , senior vice president , Preferred Guest and digital , Starwood Hotels & Resorts Worldwide : Over time wearables will play a huge role in how hotels operate — from an associate sending a message to a valet to get a guest car to roomservice orders . It will all become easier . What are the costs and potential ROI associated with wearables ? Rolleau : It depends on usage and how many watches Apple can sell . I am confident about [ our new Apple Watch app ’ s ] capacity , and costs are low , as it is just an extension of the existing app .
Michael Menis , senior vice president for digital and voice , IHG : It has a relatively low cost to develop . Because we are talking about the role of digital through the guest journey , we are thinking about rolling out digital solutions post-booking to improve the guest experience , which drives satisfaction , love for the brand and our loyalty program . We take a different view of digital ’ s role than just straight ROI .
Holdren : We are not sharing ROI just yet , but this is more about building loyalty with guests . With our most valuable guests who travel a lot these platforms are critical . For us to be there and leverage platforms to enhance the experience has tremendous ROI to build loyalty and capture share of wallet . Our goal through loyalty initiatives is to have every dollar spent on hotels be at a Starwood hotel . This is a critical plank in that strategy . How do you avoid being too pushy with a watch app ? Holdren : We think about what will add value for guests , especially as valuable loyalty members . We are making a great effort to give guests control about how much interaction they want . Rolleau : It ’ s subjective . It must be relevant but not too commercial , as it could have the opposite effect . We must be careful of that potential “ Big Brother ” effect . It has to be the right offer at right moment .
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Here is a quick rundown of the industry giants ’ initial plans for watches :
» Accor ’ s app for the Apple Watch is available in 10 languages and works in connection with the company ’ s smartphone app . It promotes top hotels and destinations and allows users to manage current bookings on Accorhotels . com , receive information about hotel services and access interactive maps as well as loyaltyclub details . » IHG wants to leverage the form factor to improve the experience with its translator app , which is already out for iOS and Android devices . It allows travelers to speak English directly into the Apple Watch ( or choose pre-selected phrases ) for translation into 13 different languages . Translations will appear on the device ’ s screen with the help of phonetic spelling . » Marriott International will be the first hotel company to launch Apple Pay via the iWatch this summer at 12 U . S . hotels across brands at a digital reader located in the reception area . » Starwood Hotels & Resorts Worldwide ’ s watch app offers much of the functionality of its phone app , but when guests arrive on property , the watch shows their room number and unlocks the door with a hand wave over the lock .
www . hotelsmag . com May 2015 HOTELS 11