SBP POSITIONER by Flavio Marchesini

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TRANSPORTATION SERVICE Inspire people TRAVEL INSPIRATION Inspire people

HOTEL BOOKING Inspire people BOOK

PRE-STAY Inspire people

RESEARCH Inspire people

RECEPTION Inspire people

HOUSEKEEPING Inspire people CONCIERGE Inspire people

WELLNESS Inspire people

ACCOMMODATION Inspire people

FOOD & BEVERAGE Inspire people

POST-STAY Inspire people

RESEARCH Y O U

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CURRENT SITUATION The research process has

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website. The customer is confused

changed and shifted from

due to the extensive amount of

EXAMPLE, EXAMPLE, EXAMPLE,

desktops to smartphones (add).

options (add). This pain point

EXAMPLE, EXAMPLE, EXAMPLE,

This shift needs to be carefully

needs to be addressed by taking

EXAMPLE, EXAMPLE, EXAMPLE,

considered when trying to

the necessary steps to provide a

EXAMPLE, EXAMPLE, EXAMPLE,

improve customer research

digital offering designed to offer a

EXAMPLE, EXAMPLE, EXAMPLE,

experience. Customers put

clear set of options to select from.

EXAMPLE, EXAMPLE, EXAMPLE,

through different ones on

EXAMPLE, EXAMPLE, EXAMPLE,

different channels (add).

EXAMPLE, EXAMPLE, EXAMPLE,

EXAMPLE,

Reviewing this information takes a

EXAMPLE, EXAMPLE, EXAMPLE,

significant amount of time which

EXAMPLE, EXAMPLE, EXAMPLE,

is tiresome for luxury customers.

EXAMPLE, EXAMPLE, EXAMPLE,

Consequently, a better digital

EXAMPLE, EXAMPLE, EXAMPLE,

solution needs to be examined to

EXAMPLE, L E A EXAMPLE, R N M O EXAMPLE, RE

importance on reviews and read

address this customer pain point.

#FOMO

EXAMPLE, EXAMPLE, EXAMPLE,

Another element to consider in

EXAMPLE, EXAMPLE, EXAMPLE,

this research phase is the

EXAMPLE, EXAMPLE, EXAMPLE,

disorientation which is often

EXAMPLE, EXAMPLE, EXAMPLE,

experienced by potential

EXAMPLE, EXAMPLE, EXAMPLE,

customers who visit the hotels'

EXAMPLE, EXAMPLE, EXAMPLE, EXAMPLE, EXAMPLE, EXAMPLE,

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PARTNERSHIPS By using partners to help regroup customers

#of cars

#employe e

#char.3

#char4

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reviews, the main pain point of customers can be taken away. Additionally, it can also help streamline the review system for customers. Finally, on top of being helpful for customers, these partnerships can also help the hotel management by allowing them to answer reviews efficiently, give them powerful insights, or even help them catch unsatisfied customers before they post a negative review.

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FINANCIALS

CONSIDERATION

KEY TAKEAWAYS

A company is an

association or collection

of individuals, whether

PRE-STAY

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CURRENT SITUATION Personalisation is key in luxury hospitality. It increases guest satisfaction, improves up-

“in-room toiletries shall reflect

selling, retains guest loyalty, and maintains a

the image of the brand/hotel

good reputation (add). Hotel-online found out

and be part of the global

in a study that more than half of the interviewed people would like to be asked by

According to the lifestyle magazine Vogue,

for their room (add). Moreover,

this is part of what is called in the industry

65% of them would like to

"amenity creeps", meaning "the constant

to their room on arrival”. Also, replacing the usual “in-room pillow menu” by asking guests in advance which one is their favourite would be more convenient for most of them and hotel staff. This step is not yet common in the hospitality customer journey; it would lead to the creation of a new digital touchpoint and give an increased feeling of exclusivity to the guests.

“75% of hotel guests are using toiletries products” (add). These amenities became highly important since airlines have engaged restrictions for liquid products transportation. Moreover, and this is even truer for high-end hotels,

•

need for hotels to add the newest and next accessories to accommodate guest's every

To send automatic emails once the booking phase is completed to make

experience”.

their hotel if they have any special requests

"add food and beverage extras

RECOMMENDATIONS the guests download the hotel-app.

To a l l o w f u t u r e g u e s t s personalise their rooms on several aspects according to

whim". Indeed, toiletries must not be taken

their preferences.

lightly.

These aspects shall include:

N eve r t h e l e s s , t h ey o p e n a d e l i c a te

• Type of pillows/sheets

environmental debate because of the plastic

Silk sheets, haircut keeper pillow

waste caused. Indeed, on the one hand, there

Luxury brand sheets

are many ways to replace the classic "oneusage" toiletries like bulk soap dispensers (add). On the other hand, Four Seasons highlighted with its survey that a majority of luxury guests feel like bulk dispensers are used to reduce hotel costs and 72% that it does not convey to luxury. That is why allowing guests to choose their preferences in the bathroom along the room personalisation stated above, will create a further opportunity to increase guest satisfaction.

Bio and fair-trade cotton sheets

• •

Food & beverages upon arrival S p e c i a l s e t - u p o f t h e ro o m o r

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bathroom

• •

These tailor made experiences will allow hotelier:

Toiletries menu.

To anticipate client’s need,

I n - ro o m d e c o r a t i o n f o r s p e c i a l

enhance the hotel-

occasions, including : • Birthday

customers relationship and

• Valentine’s day

increase the download rate

• Honey moon

of the app.

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PARTNERSHIPS The main way to digitalise the room personalisation prior to stay is to use the hotel app to offer a range of options already existing (amenities, bed linen) to the future guests. Nevertheless, a yet unusual service could be add thanks to an adequate partnership: toiletries customisation. Several potential strategic partners were found and compared amongst each other. The comparison table conveys

that Prose would be the best fit for a partnership with Positioner. Such a collaboration would allow the

Sustainabl e

Vegan

Partner Program

Caters to luxury

yes

hotel guests to digitally pre-order a unique tailor-made shampoo experience. This would help in reducing product waste, as well as, increase on the level of personalisation for customers.

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CONSIDERATIONS

KEY TAKEAWAYS

This option requires a

• The hotel app will allow guests to

thorough organisation f rom

personalise their room before

the hotel staff, especially

their arrival.

the housekeeping team.

• It will enhance the exclusivity. • Prose would be a relevant partner for the toiletries options.

TRANSPORTATION

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Luxury hotel transportation

Besides, valet parking is a service

To allow guests arriving

service is essential to make guests

that has shown to allow for a

feel accompanied in their transfer

better guest experience

from and back to the train station or airport (add).

with their vehicle to request the valet parking

as well as creating an

It is essential to match

increase in parking

the vehicle to the

capacity and safety

appropriate customer.

(add).

service: • Ask them to fill in the app their arrival time and if they need parking availability.

Furthermore, this would enable a

Sabre (add), it is essential to

better organisation of both the

couple this service with a digital

human and vehicle traffic creating

tool allowing for guests to make

clear walkways (add). This is

their custom selection. An

especially relevant given the

they can send pictures to the

additional factor to take into

current COVID-19 climate.

car's owner, as proof in case of

outsourcing this service, allowing for a broader range of options, reduced cost, potential business

in order to regulate the flow of

details, if necessary), allow them to choose among a range of car types.

• Offer additional personalised services such as : •

lines.

• When valets take care of the car,

scratches.

To offer arriving by L E A guests RN MO RE train or plane to book and personalise a transfer:

reduced liability and reduced

• Through the hotel app, offer them the possibility to book a car transfer from their place of arrival (airport or train station).

Driver speaking the same language as guests

•

traffic and avoid potential waiting

growth, improved branding,

management stress (add).

time of arrival (as well as flight

• Try to influence the time of arrival

Furthermore, as pointed out by

consideration is the advantages of

• After filling in the place, date and

Electric vehicles such as Tesla.

•

Champagne in the car

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PARTNERSHIPS The possibility for guests to book chauffeurs from their phone using apps can be a significant advantage. Furthermore, the advantage of having partners present within several countries can be used to

Worldwide presence

Electric cars available

Revenue boost

deliver continuous high-quality service. From the airport to the hotel, during their stay and up to after their check-outs, these luxury chauffeurs partnerships can help at enhancing customers' experience from start to end. Therefore, it is highly recommended to outsource this touchpoint to allow for a tailor-made experience based on customers’ preferences. Consequently, partner research has been conducted (see table on the right), which proved that

partnering with the global company Blacklane, would best fit. They offer added benefits when compared to the competition, especially when looking at the luxury segment and for their presence worldwide.

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CONSIDERATION • It is vital that the transportation

KEY TAKEAWAYS • Outsourcing this service will allow

company ideally represents the

for a continuous service offering and

hotels’ brand as clients will relate to

the possibility to plan trips in

the hotels’ image when stepping into a chosen car.

• The app can be adapted to any transportation company for which the hotel already partners with.

advance.

• Consequently, it is recommended to partner together with Blacklane.

Chauffeur service

RECEPTION

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Check-in and check-out are two

Nevertheless, hard hotel keys are rather

Self check-in can be adopted in two

necessary steps that one cannot

unhygienic and can be inconvenient to

different ways.

escape. Usually, they do not add value to the customers and imply a significant pain point: waiting lines. Indeed,

carry around.

To implement a check-in kiosk at the

The yet common but

reception; nonetheless, it does not match

soon obsolete "key-card" is

with the luxury hotel scale and is therefore

environmentally unfriendly and often

not recommended.

loses its magnetism. That is why the

guest satisfaction can

shift to digital keys and locks has been

decrease up to 50%

engaged by some major hotel chains

This technology which would definitely

(add).

solve the waiting problem

Moreover, beyond impatience, some guests might be embarrassed to stay in

of the check-in process, can also lead to cyber-security issues

the lobby if they are famous (add).

and needs to be further developed

Concerning the current sanitary crisis,

(add).

the World Health Organisation stated

check-in through the hotel -

app, which will better suit the targeted segments. • Add an auto extraction plug-in for IDs or passports to speed the check-in process.

• Once the check-in is completed, the mobile app will turn into a digital key and guests will open the door by presenting their device in front of the digital lock.

that hotels present "a high degree of

Check-out leads to bottlenecks and

interaction between staff and

waiting lines like the check-in. On top

guests" (add) which requires specific

of it, it is the moment when guests

To implement mobile check-

attention.

have to pay.

out and secured payment

For some people like the journalist B. Ambrosino (add), traditional room keys are the symbol of hospitality; their disappearance marks the end of it.

40% of hotel guests find errors in their bills, which leads to conflicts and awful last impressions.

into a crucial step for the guests during their stay.

To implement the mobile

and will become increasingly common.

because of the wait time

The app download will turn

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options. • Disclose bills on the app. • Disable the digital room key after the check-out.

The process fully aligns to the current sanitary situation by erasing physical contact (e.g. with receptionists).

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Being able to check-in via an app before their physical arrival allows guests to cut down their waiting time at the front desk. This method also follows the trend of utilising a guest's smartphone for all necessary needs, instead of allowing a hotel to fall behind and losing their competitive advantage.

Therefore, we strongly recommend placing this step into the customised app designed by Positioner.

PMS integration

Caters to luxury

Trusted security measure

Being able to link a guest's phone with the capabilities of locking and unlocking a guest's room presents its advantages and disadvantages. If a guest loses his/her phone, the fright that whoever finds the device will have access to the room will occur. Security will be strongly valuable when downloading such software and being partnered with a company that has such a high digital security standard will be necessary (add). Therefore, when conducting the partners’ research, the previously mentioned points have been taken into consideration. It is recommended to partner with

Openkey thanks to its advantages when looking into their PMS system and security levels.

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FINANCIALS Up to 250€ are saved per locks per year (add).

CONSIDERATION • Five minutes spared per check-

KEY TAKEAWAYS • The hotel app will grant an

i n /c h e c k - o u t ( a d d ) w i l l a l l o w t h e

essential need to checking-in/

reception staff to interact more

checking-out online and

with the guests and give them

unlocking guest rooms with

assistance with the app.

• Usual plastic key cards will still

clients mobile phone.

• To u n l o c k r o o m s , i t i s

be usable with the Bluetooth

recommended to partner with

locks for those who prefer it.

Openkey.

CONCIERGE

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CURRENT SITUATION The Journal of Tourism and Hospitality

owners or corporations. Rellins

Management (add) highlighted

Technologies (add) stated that,

the importance of the digitalisation and

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RECOMMENDATIONS

nowadays, running errands are mainly

It is recommended to

requested through smartphones.

create an in-app solution,

team. A call button will be also be added. Luggage and mail storage

changing roles of hotel

where the hotel will give

concierges.

information and answer

sent to the guest to ensure

questions.

baggage security through the

Indeed, most travellers use a mobile

What is more, luggage storage

device to situate local services (add), and

represents a real need for travellers (add):

the concierges help the customers to

Guests have a need to store their bags

“sort" out the information they previously

before check-in, or after check-out. Even

found.

external customers would like to store

answer common inquires, all

their bags for the day. However, a pain

thanks to AI.

Furthermore, a new trend has arisen called "chatbot" (add):

a computer program designed to simulate conversation with human users, based on artificial intelligence.

point arises from the safety of the luggage (add). Indeed, storing luggage at the concierge's back-office might not always provide insurance and total security, since the storage is based on a

• By implementing a chatbot, this -

will allow hotels to automatically

• Automatically send the more technical and personal questions

are an essential service for a luxury hotel (add). Moreover, they are highly required by high-income classes such as business

app.

• Pictures of the luggage will be taken to give customers the assurance that they will receive their bags in the same condition as they were deposed.

to the concierge team which will treat them personally.

trust relationship between the guests and the hotel.

Errands ran for the guest.

• Allow guests to make requests, regarding their errands, directly from their device or the in-room tablet by texting the concierge

Besides, errands runners and concierges

• Send storage receipts will be

#SIBUONGIORNO

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PARTNERSHIPS It is recommended that Positioner partner up with one of the mentioned companies in the table to establish a concierge chatbot. By doing this,

hotels could cut down on salaries and

Luxury hotel experienc e

PMS integratio n

Chatbot capabilitie s

Revenue boost

Yes

hiring costs compared to paying individuals to complete the same job. This solution would also allow for a common standard to be established, rather than worrying about human error. Even though the chatbot is generally pre-associated with an already established app, since we are recommending that Positioner develop their own app, we would only implement that specific system. We would recommend that implementing a chatbot through an app; these partnerships will allow the

hotel

to collect and analyse the data that results from the guest's requests from the chatbot or app. As shown in the table, Hoxell

would be the most

beneficial to partner with as it fits all the relevant criteria.

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KEY TAKEAWAYS â&#x20AC;˘ The concierge does not only manage internal requests,

CONSIDERATION It is important to keep in mind

but also external.

â&#x20AC;˘ Since it is a trusted service, it is important that guests

the tailor-made aspect by

can make any request at

communicating values, which

any time, f rom any location

may be diff icult through a

(within the hotel).

screen.

FOOD & BEVERAGE CURRENT SITUATION

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Breakfast is seen as the most important meal

Besides, guests might feel “under-pressure”

To propose an in-app F&B

of the day and is directly related to guests

while ordering on the phone with someone

satisfaction (add). Indeed, a survey conducted

they barely understand or feel like they make

section where the guests

by Google found out that a hearty breakfast is

this person losing time. Thus, their order might

will access information

what 42,5% of guests are the most looking

remain quite low.

regarding the hotel’s outlets.

forward to during a hotel stay (add).

These pain points need to be addressed

However, a pain point may arise during

through digitalisation.

breakfast: waiting lines. Indeed, as it is

Furthermore, in-room dining 2.0 can be

generally the busiest service of the day and in

robotised with tools like TigerBot at La Quinta

a concise time,

Inn & Suites (add). However, it is for now

the flow of guests arriving is often too important for the capacity of the restaurant.

limited to straightforward orders.

• Allow guests to be in contact with the breakfast restaurant team. They will be

the brand image, especially for luxury

arrival time and even book.

• Allow the restaurant staff to recommend the guests about their arrival time and thus regulate the flow of customers in peak hours.

• To keep up with the new hygiene give access to the updated restaurants menu through the hotel app.

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establishments. Nevertheless, it often means

limited choice or out-of-stock

To implement in-room

items, long waiting times and

dining orders through the

difficulties in reaching the service, as well as language barrier.

Through an app or the in-room tablet, hotel guests would have the possibility to order and track their room service.

• Create significant and visual content, optimise and customise the menus according to stocks or client restrictions.

• Make a large range of languages available.

able to indicate their approximative

standards led by the COVID-19 situation, In-room dining has indisputable importance in

ETHICAL

hotel app. • Allow guests to “track” their order (confirmed - in preparation - arrive soon).

Add information about the origin of the products and producers, this would increase the satisfaction of the customers. Hide prices with one click, would be a relevant option for guests who want to impress and please their partner. Showcase past orders of famous people (ex: Shrimps Pad Thaï – “Julia Robert’s favourite”).

#BUONAPPETITO

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The hotel app will allow guests to check the hotel's offerings from the convenience of their room. Ordering in-room dining can now be at the guest's fingertip. Furthermore, such an implementation would allow

Cater to luxury

Revenue stream increase

PMS integrati on

Reduce costs

Yes

guests to contact the restaurant to ask for special requests or substitutions, without feeling uncomfortable doing so in a restaurant. In order to implement this service, Positioner might need to partner with a company expert in that technology. Consequently, a deeper

research on the partners has been conducted and the most suitable company to work with is SuitePad. From the Table on the right, the attention can be drawn to the fact that SuitePad fully suits luxury brands; starting from their customer base until their assurance in reducing costs and increasing the hotel’s revenue through the usage of digitalised in-room dining ordering.

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FINANCIALS

CONSIDERATION

KEY TAKEAWAYS

Online orders are on average

This function goes along with

20% higher (add)

the room control. Both will

situation, guests are keener to use

be available on the mobile

digital tools rather than printed

app, as well as on an in-room

papers that have had a direct contact

tablet.

• Due to the current COVID-19

with other clients.

• The adoption of a digitalised in-room dining experience is an essential point for luxury hotels (avoid long waiting time or regular mistakes).

WELLNESS

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Spa amenities and treatment

with tutorial videos will appear when

Spa:

smaller margin of error or worry that the

An article from DaySpa Magazine stated that

scanned, which will give more detailed

It would be recommend that spa bookings

guest will no longer be happy with their

information to the guest. This could

be done via the Positioner app. This would

choice. Through this online digital

give them the possibility to provide

touchpoint, it would lead to efficiency, as

additional information to their clients

well as, personalized guest satisfaction and

about their products and services before

experience.

their appointment. The client would gain

Fitness:

extra information about their guests'

As COVID has changed the hospitality

allergies, preferred needs and wants. One

industry, it is important to accept these

customers are looking for a

potentially lead to fewer injuries and more

journey built through a

effective training.

customizable approach which would give an unforgettable

Digitalizing online classes and training sessions with instructors would lead to more motivation and comfort when training.

experience (add). As an outcome, it would be beneficiary to have an app which could collect all data, store

Implementing potential in-room

it and use it to develop more customizable,

equipment minimizes health

distinct advantage would be that

changes that come with it. It is

unique experiences for their clients.An app

risks in terms of hygiene. Due to the

they could achieve higher selling of

recommend that potential digital

current pandemic, many guests are worried

top-tier personalized services and

implementations include QR codes

to use a public gym. Therefore, online

products, but at the same time

on equipment with tutorials, and

would deliver a unique,

the opportunity to have equipment

could provide information in-depth on products being used to reduce the number of allergies that are said to be a pain point (add).

training sessions, plus these advancements would reduce the risk for hotel guests (add).

Hairdresser

customizable experience

Having the opportunity to speak to the stylists offline and online allows complete transparency and clarity. This

would lead

to the guests feeling secure and confident with the salon (add). Fitness If a guest is insecure on how to utilize the gym facilities and equipment, QR codes

. The app

booking would reduce L process EARN MO R E the number of potential allergic reactions, which lead to a safer environment for guests as well as increase in returning customers. Hairdresser:

In order to ensure that guests are satisfied with their service, an online digital profile could be highly beneficial. If the guest lists all their preferences online, there is a much

ordered and delivered to the guest's rooms.

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Spa: By using partners to implement an AI system,

the stress of finding

products to match a guest's skin type gets taken away. This system will allow salons to customise a guest's experience to fit their exact specifications and hopefully improve their overall satisfaction levels, without the worry of an allergic reaction. It would be recommended that Positioner partner with their PROVEN or Revive based on the comparative table seen.

Luxury hotel experienc e

PMS intergrati on

Tailormade product s

AI /AR Techno logy

Yes

No (but is linked to phone software)

Yes

No (Estee Lauder)

Yes

Hairdresser: To ensure that the guest is satisfied by the result of their treatment, partnering up with one of the mentioned companies will guide them to see what the exact result will be. This

minimizes the possibility that guests will not

be happy with their overall outcome and do not end up leaving a bad review by the end of their appointment. It is recommended that as this system will allow guests to save such changes online, for future reference. It would be recommended that Poistioner partner with Modiface or Perfect Corp. however, based on Modiface's presentation, this would be the optimum partnership. Fitness: Apps: by partnering up with one of the apps or other technologies that have been mentioned in our findings, this would allow no singular workout to apply to guests; online platforms allow for guests to view and choose from a variety of classes and workouts.

By placing everything online, this creates

convenience for guests as they can work out from the comfort of their room.

No Yes

No (CRM integratio n) Yes

Collaborations: many hotels have joined with already established platforms or training programs to cater to guests on the go. By partnering up with already

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CONSIDERATION

KEY TAKEAWAYS

Hygiene and guest

â&#x20AC;˘ Not all possible

satisfaction are the main

partnerships have

considerations with

previously worked in

beauty and f itness. It is

either luxur y, or hotels,

HOUSEKEEPING CURRENT SITUATION Cleanliness is significant aspect of a

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hotel's success. Housekeeping

"Uncleanliness is, without doubt, one of the biggest reputation killers for hotels, with these complaints making up to 10% of the total complaints” (add).

The current sanitary crisis makes it yet

Dry-Cleaning

even more crucial, and hotels will

• To ensure that dry cleaning is

probably assist in a shift in the way of managing the housekeeping in the

it is

recommended that there

upcoming months.

• In order to have a successful hotel,

efficient,

is a "Dry Cleaning"

is essential to have an

option within the app.

Dry-cleaning

efficient housekeeping

This would allow guests to

The research conveyed that a dry-

system.

request for their specific laundry

cleaning service is a must-have in a luxury hotel. High-end guests will probably have expensive and highemotional value items to clean and will expect them to be treated as they are themselves.

"Offering value-added services such as dry cleaning, ironing, or laundry services can be deal-breakers for guests adding comfort and luxury" (add).

needs at a faster rate on a higher personalised level.

• Through implementing a function on the app for the housekeeping, it would allow the

One area of innovation for the dry-

guests to request directly for

cleaning is the kiosk, where

their wants and needs.

can easily have their items

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This

guests

would enhance their

dry-cleaned in 5 minutes

service experience as

(add). Nonetheless, this service does

responses would be

not seem to be adapted to the luxury

faster and more personalised.

segment.

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PARTNERSHIPS Through partnering with housekeeping apps, this would improve service efficiency as well as communication between the guest and staff members. A partnership should be made with either

HOTELOGIX or StayNTouch as they show the best results in the comparison table conducted. The partnership would result

PMS integratio n

Increase of revenue

Luxury Hotel experienc e

Built in Accountin g

Yes

in having several advantages such as improvement on service efficiency, personalisation. The removal of language barriers between the guests and staff would be an additional advantage.

Regarding dry cleaning, it would be recommended to partner with Presso. This partnership would be beneficiary as this robotic stretching machine can be used for all kinds of fabric, and their dry cleaning service only takes five minutes. Another vital point, is that Presso uses powerful cleaning agents that help fight against bacteria and viruses such as COVID-19. On the other hand, it would not be such a "luxury service" if the guests have to perform the service themselves. Therefore, it is recommended that the app allows the guest to ask for such a service. Only then does the staff member initiate the dry cleaning service for the guest, through the robot.

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FINANCIALS Staff productivity increases by 20%-25% 18% decrease of labour costs

CONSIDERATION

KEY TAKEAWAYS

Dry cleaning is

â&#x20AC;˘ Partnership with

potentially robotize-able

H O T E L O G I X o r S t a y N To u c h for housekeeping

â&#x20AC;˘ Partnerships would lead to

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CURRENT SITUATION It was found that online reviews and complaints are essential factors to consider in the post-stay customer journey (add; add; add). An apparent increase in the review rate can be noticed when the process is made simpler. One aspect to consider is the implementation of options cited to

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RECOMMENDATIONS Take advantage of the hotel app to

environment and their low energy or

keep the relationship with guests also

water consumption throughout their

after they leave the hotel:

stay.

• Send them a good bye message with an encouragement in rating their stay.

• Display direct links to relevant review platforms (ex: link to go on the hotel’s Trip Advisor page).

allow for the highest review rate (add):

• Promote the loyalty program.

WiFi logins, QR codes, NFC technology,

• Promote special offers for their next

printed URLs, installed screens

stays.

displaying questions, hotel mobile apps, rewards programs and

ETHICAL

Receptionists should take the time

automated emails. Furthermore,

spared through the on app check-out

regarding complaints, it was found that

to personally L E A Rsay Ngood MO bye Rto E the

asking open questions allows for the

guests and accompany them at the

best pain point discovery (add).

front door. Promote hotel # and encourage guests to publish photos and videos on Instagram. Send a thank you message for their contribution to the protection of the

#ARRIVEDERCI

Y O U

C A N

W R I T E

H E R E

APP DEMO

FINANCIALS

CONSIDERATION

KEY TAKEAWAYS

A company is an

association or collection

of individuals, whether

LEARN MORE

MODEL FOR YOU GUYS

ACCOMMODATION CURRENT SITUATION

UBER he hotel room quality is the first

Moreover, entertainment features make a

aspect that makes people choose a

room attractive to guests as they want to feel

hotel according to PwC's report (add).

at home upon their entry and

To keep up with guests expectations, rooms should include the latest technologies.

“76.8% of them need the ability to stream their own content on the hotel devices such as TV and speakers (add)“.

VANITY

RECOMMENDATIONS To i n c o r p o r a te ro o m control, entertainment, safe deposit key control within hotel mobile app.

Safe deposit

MODEL

“Hotels have always been places showcasing the most advanced trends (add)“.

Digital in-room features are even more

Indeed, 71% of hotel guests want to control

important for Millennials, where 73% of them

their rooms with a tablet or mobile phone

consider TV very important, particularly

Function that will allow guests to

(add).

streaming platforms (add; add).

control their room’s features through

“Build hyper-connectivity to enhance

Furthermore, although the in-room safe

hyper-personalisation”: has been found to be

deposit box is not the most popular feature

the future of hotel rooms (

(add), it is a mandatory item for a luxury hotel.

Moreover,

this new concept, called "smart rooms",

This is particularly important

potentially allows guests to manage their

who need to safely store away their expensive

usage and monitor their waste of resources

valuables.

for guests

(water, electricity). IoT and AI seem to be

On the other hand, although hotel minibars

particularly adapted to the smart rooms.

are ranked as the least popular hotel amenity, they are still prevalent in luxury hotels. This amenity leads to several pain points such as

Room control

It is recommended to add a function within the app that would allow guests to open and close the safe with their own mobile phone via Bluetooth.

the hotel app.

Room feature control including:

Exclude minibar features from scope. Minibar

• Lighting

For the reasons stated previously, it is

• Temperature

recommended to exclude this feature

• Curtains and blinds

from Positioner’s scope.

• TV

• Audio

App connected to the room’s

LE ARN M equipments thanks to IoT.

ORE

Voice recognition integration Entertainment

high labour costs, overstocking, spoilage,

Display the TV channels menu on the

guest disputes for wrongful charges, and on-

TV section of the app.

going maintenance (add; add). Moreover, due

Enable specific channel requests.

to the current sanitary crisis, CNN emphasises

Allow guests to access and stream on

the drop-out of in-room minibars (add).

the TV with their usual streaming platforms (Netflix, HBO etc.).

ETHICAL

PARTNERSHIPS The customer in-room experience needs to be as smooth as

APP DEMO

Existing app

possible, and one way to enable this is through digital room control from a mobile device, i.e. â&#x20AC;&#x153;smart roomsâ&#x20AC;?. As building such software from scratch would be too complicated, it is recommended that Positioner makes a partnership with Angie. As conveyed through the table, Angie overall offers more benefits in comparison to the

PMS integretion

Voice recognition

Presence in UE & Asia

Control4 Volara

other providers and is present within UE and Asia. Moreover, room entertainment is a crucial element to hotels as it

Alexa

MODEL was found that guests highly value these services. It is

recommended that partnerships with the preferred

Angie

entertainment provider (Netflix, OCS etc.) are made to allow guests to have access to their own personalised entertainment

4 Smart Hotel

services through the hotel app.

Eventually, one potential digital touchpoint that was identified to

enable for smoother user experience was the implementation of a Bluetooth safe lock. Consequently, a strategic partnership to implement such a system would be with Omnitech.

KEY TAKEAWAYS

CONSIDERATIONS Smart rooms imply an extensive investment, and should therefore be considered while renovating or building a hotel.

28,5%

Partnership with Angie, entertainment

of energy costs saved ( ).

guests to have higher level of control

providers and Omitech would enable over their room, personalization and safety through the hotel app.