TECHNOLOGY
“ Traditionally , guests would call into the hotel front desk , which limits the opportunity for front desk agents to multitask ,” Spangler adds . “ The systems we use allow a single employee to manage multiple communication threads at once .” Although initial adoption of new technology can prove to be challenging , once the tools are in place and both guests and staff find that it makes their stay better , the adoption rate quickly increases .
Staff training and engagement is also a significant factor . The success of the tools depends on how easily the staff can navigate and maximize the platforms and how well trained the staff is to be warm even when communicating virtually becomes very important .
At Bellmoor , the biggest challenge was to teach the staff and guests the importance of using the software on a daily basis as a method of communication . Gone are the “ normal ” days of picking up the phone and calling a number , leaving a voicemail and waiting for an answer .
“ With this text platform , communication is instant , we have a written record of the communication , and it ’ s incredibly simple for the guests to use ,” says
WITH THIS TEXT PLATFORM , COMMUNICATION IS INSTANT , WE HAVE A WRITTEN RECORD OF THE COMMUNICATION , AND IT ’ S INCREDIBLY SIMPLE FOR THE GUESTS TO USE .
– BEJAMIN GRAY
Benjamin Gray , general manager , Bellmoor Inn & Spa .
The success of the platforms is measured in several ways — the total number of conversations created , total number of automated messages sent , guest response by hour , average initial response time to message and usage over time of day .
Most of the communication tools used by Crescent have marketing tools included that help properties increase revenue opportunities , Johns adds .
“ We also analyze messaging for conversational key words or phrases ,” says Spangler . “ This insight allows us to drill deeper into conversation patterns to uncover operational opportunities . Recently at a property , we noticed a 30 % increase in conversations surrounding water temperature at a property , which allowed us to further isolate and diagnose a maintenance issue that was affecting a specific selection of rooms in the hotel .”
The investment in guest communication technology is minimal , compared to the rewards , hoteliers say . Adding that Charlestowne ’ s communication tools are not particularly expensive , Spangler says , “ Usually , it is a
per key fee at a hotel . We expect between US $ 3-4 per key per month for a platform in the communication category , and these are usually less expensive than other platforms such as PMS and POS .”
At the end of the day , the biggest lesson is to understand the guests ’ communication preference , which will continue to change , and adapt to these changes .
“ The biggest lesson was that we should have adopted these communication tools years ago ,” Gray says . “ The way it streamlines our operations , builds revenue and enhances guest experience is second to none .”
IT ’ S A RARE DAY WHEN SOMEONE DOESN ’ T HAVE A PHONE WITH THEM . SO , FINDING WAYS TO CONNECT THAT ARE EASIEST ON THE GUEST ARE ESSENTIAL TO OUR SUCCESS .
– NANCY JOHNS
86 hotelsmag . com September 2022