Best Western Hotels & Resorts has launched a mobile platform
to enhance guest engagement before, during and after a stay. Previously active
at 360 properties and now being rolled out globally, the Best Western Mobile
Guest Engagement Platform features a number of capabilities, such as mobile
check-in and check-out, including late check-out functions; email or text communication
with the system and with property staff; purchasing upgrades; and ordering
Ubers. Speaking at the Best Western North American Convention and Global
Conference, COO Ron Pohl said mobile room key capabilities also are coming
soon.
The technology, which does not require users to download a
smartphone app, is provided in partnership with Runtriz. The properties that
have tested the platform saw increases in both guest satisfaction and room
revenue via upselling and advertising functions, and Medallia Net Promoter
Scores, which measure customers' willingness to recommend products, increased
by as much as 18 points among guests using the mobile requests feature. "The
Runtriz platform empowers travelers to easily find what they're looking for by
adapting to user behavior and preferences across all digital and voice
channels," Runtriz president and co-founder Alonso Vargas said.
The company also is testing Amazon's Echo Dot at
one of its Best Western Plus hotels. "Imagine our guests using the Dot to
leave wake-up calls, request additional towels or ask common questions like, 'What
are the hours for breakfast?'" CEO David Kong said during a speech on
Thursday. If guests are able to pose questions about the property to the Dot's voice-controlled
personal assistant, Alexa, it would ensure front desk staff don't have to
interrupt in-person interactions with guests to answer questions via phone.
"It creates a special connection with [guests], and it will also make
things more efficient for us," Kong said.