Nowadays, hoteliers are facing an environment dominated by the overwhelming power of Online Travel Agencies who control an important part of distribution. Hoteliers must react and re-evaluate the way they go about their business.
At the same time, the expectations and behaviour of guests has evolved.
A recent study (MCD 2013) shows that 80% of travellers wish to have access to and reserve the services of a hotel from their mobile devices. Hoteliers must adapt in relation to this trend.
Aware of these changes, Best Western France has been deploying an application in partnership with the company LoungeUp: Best Western eConcierge.
It is a mobile guest relationship application dedicated to those staying in a Best Western hotel that improves and increases guest satisfaction and loyalty.
An innovative mobile application
This application is downloaded by guests on confirmation of their reservation.
The Best Western guests can access several services at all times from the app on their smartphone, tablet or computer, such as:
- details of the services offered by the hotel (breakfast, spa, business centre, etc.),
- weather and local information, all displayed on a map that can be accessed offline.
- messaging service with instant translation
- room service reservation, transfer or spa…
- a digital newsstand with several magazines
Foreign guests are particularly fond of the app which breaks down the language barrier that often prevents them from communicating with the hotel team.
For hoteliers, this application provides precious support in the identification of potential issues relating to the client’s stay and allows the hotelier to resolve problems rapidly and efficiently and thus raise their online reputation.
Best Western eConcierge is a useful application, which takes care of the guest throughout their stay with a Best Western France. Despite the fact this app is unique, the content is personalised for each specific hotel.
In addition to the service provided for guests and the increased satisfaction that results, the application further contributes to an increase in guest loyalty by giving clients the possibility to reserve a next stay with the hotel. This therefore allows hotels and the chain itself to recreate a direct and fruitful relationship with its customers.
Best Western eConcierge in figures at a glance
- Active users : 20 000 users or roughly 25% of guests who stay in a hotel with the app already in use.
- Average visit time : 4,3 minutes
Origin of the users
- 62% of guests are not native French speakers
- 36% are not English speakers
Top 3 pages visited :
1) Food & Beverages
3) Hotel Services
Les établissements Best Western impliqués dans Best Western eConcierge : 17
(Figures up until 28/09/14)
Best Western eConcierge , an innovation that has a future
These statistics are extremely promising and have convinced Best Western France to deploy the service across its entire network. The aim is to group together, linking all establishments around this solution and project. Best Western eConcierge positions itself as a modern and evolutionary tool, allowing for the improvement of the services provided to guests throughout their stay.