Published by Hotel Interactive
Written by Dave Lawson
Imagine this scenario: A weary traveler arrives at his hotel after a long day, ready to retire for the night. However, instead of heading for his room, he must stand in line in the lobby waiting to be checked in, receive his key, and get through the “quick rundown” of all the various offerings on the property. After a long day, the last thing a guest wants is another line in which to wait. Fortunately, hoteliers can now directly enhance the guest experience with the adoption of emerging mobile technology.
Today, many hotel guests (and most business travelers) typically have a mobile device, or smart phone, within reach. Hotels can easily take advantage of this trend by making use of the mobile channel to provide exceptional guest service. One way to leverage mobile to further differentiate themselves from competitors is by adding cutting-edge (but user-friendly) mobile experiences, such as a branded 2-dimensional barcode (2D) technology, to their hospitality environment.
Simply put, 2D tagging (often used synonymously with QR-Quick Response, 2D Barcode, or mobile tagging) describes a marketing strategy that includes the creation and rendering of a two-dimensional bar code for display. Each 2D tag is encoded with specific information. When the image is scanned with a mobile device, the consumer is immediately connected to a mobile experience. 2D tags can generate a URL, product and/or contact details, a form to fill out, automatically place a call, and more – all through their mobile device.
Most 2D tags require a downloaded software application that turns a mobile device’s camera lens into an optical scanner. When the mobile device is aimed at the tag with the app activated, the software scans and decodes the tag information, linking the mobile browser to a URL or microsite, for example.
Properly placed and promoted 2D tags directly enhance the guest experience. When displayed in the lobby, inside a guest room or around the property, the customer has instant access to what they need for things like checking in, locating events – even connecting with the concierge – all in one easy step.
Because the guest already has the technology in hand, there are no capital investments that need to be made by the hotel brand, other than program development. The creation and distribution of 2D barcodes can be done at a very low cost and at the property level. Simply place the appropriate tags on table tents, signage or other areas throughout the property, linked to relevant information.
It is important to note that a big part of early successes with 2D tagging technology has been in situations where the use of the codes is not a passive experience. The human element in a hospitality setting can actually be an accelerator to adoption. A guest is much more likely to recognize and use the codes if taken through a quick demo by the front desk, bell or concierge staff.
Here are two simple 2D tag program examples that can improve guest experience:
Activate Mobile Check-In
Hoteliers can take advantage of a 2D barcode check-in program in several ways. One example would be to feature a “check-in” 2D barcode on a pedestal or sign in the lobby. When a guest selects “mobile check-in” during the booking process, they receive a text message that includes a unique pin number. Upon arrival to the hotel, the guest would scan the check-in barcode, and be delivered to a mobile Web site or receive a text confirmation. The guest then confirms by entering a pin number into the mobile site, or by replying to the text with that number. The guest management system now has the information it needs to quickly process the check-in and provide room keys, reducing the wait time for the guest, providing immediate access to the room.
Promote Property Exploration and Discovery
Now that the guest has checked in, the next goal is to improve the guest’s experience while at that location. Hotels with restaurants, gift shops or special events on property should place 2D barcodes on signage throughout the property, giving guests instant access to program information, schedules, promotions and coupons. Another way to drive property exploration is to provide guests with a “scavenger hunt” type of experience where they are encouraged to explore and “check in” to some lesser trafficked or hidden gem areas of the property.
2D tag programs like the ones mentioned above can be effective regardless of property size. Hotel brands that incorporate a consistent, branded 2D program can have their entire organization be clickable, digitally engaging, experience-augmenting, business-driving and unique to the brand.
While these 2D tag programs can be rolled out as stand-alone, their value is amplified when other digital initiatives are tied in. This can include everything from confirmation emails and SMS to mobile websites, apps and PC-specific initiatives.
Effective integration with additional digital marketing initiatives requires the content and campaign-execution capabilities to live in the same software platform as the data environment. Centralizing all important marketing data into the same on-demand software as the content enables dynamically optimized messaging and experiences.
Once a 2D tag program has been implemented, a hotel can further improve guest experience by analyzing the data it receives from tags that are scanned. This type of data includes: when and where the tag was scanned; the type of mobile device used; the type of content consumed from the tag; and more.
It is very important to seek out a software partner with the ability to provide you with the kinds of use data listed above and to make that data easily actionable. For example, if you find that guests with iPhones frequently scan tags on table tents promoting property activities, you can use that data to create an optimized iPhone-specific experience for guests.
As the economy continues to slowly rebound and the hotel industry continues its recovery, 2D tagging presents an excellent opportunity for hotels to differentiate and distance themselves from competitors. The convenience of mobile can showcase the conveniences of your hotel, providing the next level of service for your guests.
Dave Lawson is the Director of Mobile Engagement for Knotice. Contact Lawson at dlawson@knotice.com. For more information about Knotice visit http://www.knotice.com or its blog http://lunchpail.knotice.com.