Practical Applications for Location-based Technologies for Hotels and Restaurants
Today, every hotel has a comfortable bed and high-quality amenities. Guests expect more with personalization in what is offered to them, and they are willing to help. As evident in recent surveys, guests have begun to warm up to sharing personal information such as age, gender and location so that they get personalized offers and recommendations. Hotels can make the most of this opportunity and improve guest experience to boost revenues.
Among the different guest data points, location data is a true game-changer. With guest location, both hotels and restaurants can do so much that the possibilities are endless. It’s tempting to go after thorough personalization for guests. However, you can start with small practical applications in implementing location-based technologies.
Keeping in mind the modern guest expectations, hotels can leverage location-based technologies for the following practical applications:
1. Guest recognition
Everyone has their favorite; and for a running business, it’s imperative that your hotel becomes your guest’s favorite. To make that happen, you as the host must recognize the guests who come to your property. You need to employ location-based technology to recognize your guests as soon as they step in. This also allows you to greet and serve your regulars the way they expect. You can even welcome your guests right at the airport – making the complete experience seamless.
2. Customer analytics
Any location-based analytics solution such as SAMMY can empower you to understand the guests entering your property in real-time. You can push more relevant messages with respect to guest identity and needs. Moreover, WiFi and location analytics paired with digital engagement tools provides you with truly actionable insights to make guest experience more personalized.
3. Property navigation
You can help your guests navigate the property using location data. Moreover, if you know which areas of your property is most engaged and where most of your guests are, you can plan events, signages and other developments for your property accordingly.
4. Offers and suggestions
With access to location data, curated and personalized offers can be sent out to your guests. Further, you can recommend guests services that they might like when they are in the vicinity. Pairing location access with personas built on historical data can help enable this kind of personalization.
Much like hotels, restaurants can leverage location data to advance personalization and marketing for their diners. As of today, the practical applications that restaurants should be looking at are:
1. Location-based marketing
Based on the vicinity of a diner, coupons and offers can be sent out as push notifications. This kind of location-based marketing for restaurants can be a win-win for both diners and restaurants.
2. Customer recognition upon arrival
Whether you’re running a hotel or a restaurant, you must always know your regulars. Giving them a personalized experience through loyalty programs or offers is imperative to retaining customers.
3. Location-based analytics
Analytics enable insights. For restaurants, that means they can better understand the flow of diners and footfall during different hours of the day. With this understanding, they can execute space planning, place signages, and decide staff requirements. Moreover, they get an insight into customer behavior allowing them to recognize patterns to strategize further.
A Practical Action Plan
Location data is like a cookie but in the physical world. Although it’s individually powerful, it adds context to other collected data enabling phenomenal transformations in the hospitality industry. Since you understand the practicalities of location-based technologies, here is an action plan to get started with actual implementation:
1. Identify your objective. Don’t jump into location-based technologies because everyone else is doing it. Your goal could be increasing customer loyalty or simply understanding their behavior. Tie your implementation to your final goal.
2. Start with a small application. As mentioned in the beginning of this post, the possibilities are endless. Work with what you have towards what the next step for you can be.
3. You already use some software to manage your property. Look into how you can integrate location-based technology into those software to enable actionable insights and flourish your business.
4. While you’re choosing your vendors, get a grasp on how their technology is going to help you. Prefer vendors with:
a. willingness to work closely with you to understand your needs and nuances.
b. specialized solutions for hospitality.
c. solutions that are secure and scalable.
d. business models that suit your budget and requirements.
5. As you implement, ensure that you have the right metrics in place to measure progress towards your goals. Your metrics can be the conventional ones such as return rate or guest satisfaction; or you can choose more location-based metrics such as dwell time, frequency of guests in the locality etc.
6. Work with your vendor to find new ways to make the location data you have gathered actionable. Build new automations and rules into your marketing tools so that you can act on the data in real-time.
We, at Savantis, leverage both location and WiFi data to integrate with your current software environment. Our offering – SAMMY can enable omnichannel digital engagement with automated workflows. Feel free to reach out to us if you’re looking to transform your guest experience.