The Hospitality
Industry is one of the most impacted by the evolution of consumers’ needs
regarding new technologies because of its core activities focused on customers.
These customers are more demanding and seeking new experiences. The digital
generates new stakes for the hotelkeepers: How do hotels implement new
technologies into their services to satisfy the demand? The Hilton Worldwide Case
Study.
Hilton Worldwide, the
second hotel group of the World, has one of the most ambitious digital
development plan of the sector. In this way, the group hopes to conquer the
increasing market of travellers from generation Y. It focuses at the same time
on a marketing campaign based on a strong presence on social networks, interactions
with travellers, and new accessible features via its mobile application.
Digital check-in
The
customer prepare his arrival at the hotel a few days before, filling an online
form. In this questionnaire, the he is asked
to inform his time of arrival, mode of transport and other indications to
refine his profile so that the hotelkeeper can welcome him with the
most personalized greetings.
« Select Your Room » program
Available since the
beginning of 2015, this service is available on bookings made through the
Hilton mobile application. It allows the members of the HHonors loyalty program
to choose their room depending on the availability on the hotel’s map. The
customer has the possibility to select the location of his room in accordance
with his preferences: closeness of the lobby, preference for a higher floor to enjoy
the view, or a lower one for mobility reasons. According to graphics published
by the group, this type of demand is high in the American market, as 84% of the
travellers like to choose their room.
Keyless service
By taking advantage
of Near Field Communication (NFC) connections from smartphones, the customer
can receive on his mobile the booking confirmation and activate the lock of his
room through the Hilton app. That way, there is no need to pass by the hotel
reception to get the key, the latter is directly sent to the smartphone as soon
as the room is ready.
Digital checkout
It is about the
dematerialization of the invoice. Customers do not need to go to the reception anymore,
before their departure. Their invoice is automatically sent to their email box.
These four services
proposed by Hilton meet the needs of speed, efficiency and empowerment,
especially the ones of generation Y consumers, who are arriving massively on
the journey market.
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