The idea of ‘service on demand’ in a hotel will for many evoke the idea of a five-star establishment where room service and much else is at the beck and call of guests, who can enjoy the benefits of premium service as the result of paying high prices for a stay in a hotel where the staffing arrangements are geared up to ensure everything is easily on hand.
However, the idea that having quality service is simply the preserve of the few in a luxury establishment is increasingly outdated. The reason for this is the emergence of mobile technology. This is, in itself, a means of supplying services on demand, with a single device offering phone, text, internet and a wide array of apps for other things. Perhaps inevitably, this has impacted on the hospitality sector. As the chief executive of Box Aaron Levie told ehotelier “No matter what the business, there’s a path to move from the industrial age to the information economy.” In hotels, this means apps and instant messaging services should be geared up to everything the hotel offers. That means, for instance, that a hotel could benefit from an app for the concierge.
Mobile also means some services can be provided more conveniently. Where once a phone in a room was the means of making an internal call for room service, a guest could now use their mobile phone to request an item be delivered to their room before they even get back to the hotel. At the same time, the activities of guests will in turn provide information to staff about the habits of guests, which will enable them to tailor services to each individual. However, it is not just about providing a 21st century service in line with higher expectations. There is a major potential gain for the hotelier too.
As a study by Mobile Commerce has revealed, the ability to access services instantly via a handset means more temptation to spend. With no cash involved, there is no need to dash to the ATM and thus fewer barriers to activities that cost money. The result is that those with access to more mobile services will consequently spend more on them. The benefits for a hotel offering such services are obvious. So, while offering more services on demand may require more resources, it will bring greater rewards.
