Three ways hotels can win business by investing in technology

Hoteliers seeking to thrive in an increasingly competitive market soon discover winning is a matter of strategically integrating technology into their hospitality enterprise. A proactive approach to technology often dictates whether hotels can grow their revenue per available room (RevPAR).

From contactless check-ins to focusing accommodations around concepts like bleisure and sustainability, today’s guests expect more. Hotel operators and general managers leverage technology with a threefold objective of hosting happier stays, building brand recognition and generating stellar reviews on social media and other online platforms. 

A key takeaway from HITEC 2024 in June was the need for a more forward tech leaning approach to winning and keeping guests. Whether hotels stay ahead in the race or fall to the back of the pack depends on their willingness to embrace the advantages afforded by today’s technology.

Winning guests through technology enablement

The role of technology in winning over hotel guests is as timeless as air conditioning but has more urgency in the 2020s. That is especially evident in the increased demand for better WiFi service.

In a 2024 survey by Mews Systems Inc., “fast WiFi” was chosen by 70% of participants as a key ingredient of a “perfect hotel.” For hotels, the transformation of first-time guests to returning clientele is centered on establishing an environment free of signal stutter or dead spots.

A robust WiFi network also offers hotels more direct revenue sources. While many travelers have come to expect free WiFi service, others routinely choose convenience over cost savings. Business travelers especially count on access to higher bandwidth and are willing to pay for the privilege. Conference planners also seek out hotel and event venues based on the quality of the WiFi experience.

Investing in in-room entertainment is another way hoteliers see revenue growth from their technology investments. Deploying a modern, branded and content rich in-room entertainment (IRE) experience provides guests with frictionless viewing enjoyment and access to paid services. This in turn enables hotels to create a more engaging guest experience that simultaneously promotes the hotel’s brand.

There are many options to consider with IRE solutions, but offering guests a seamless experience is ideal. Solutions like Moviebeam enhance the overall in-room experience with interactive technology and applications designed around convenience. TV Streaming Access with ROOMNET™ allows guests to access video entertainment on their Apple device, simplifying access to the content they love. 

Branding a more personalized guest experience

The right approach for winning guests not only requires robust technology, but a seamless, personalized experience. For each customer, the journey should begin long before check-in and continue through to when they are settled in their bed, enjoying first-class video service.

Video streaming is one area where many hotels lag behind their guest’s expectation. HospitalityUpgrade reports: “Despite the undeniable shift of customers toward streaming, most hotels support it poorly or not at all.” Investing in technology that enables streaming from those who want it will make repeat visits more likely.

Streaming also opens the door to a more personalized guest experience. Personalization tools can feed guest information directly into the hotel’s property management system, establishing another point of contact via the guest’s mobile device. By deploying the right AI enhancements, the need for services can be anticipated and offered before a request is even made.

Such proactive engagement can not only satisfy a customer’s desire to be recognized and valued, but also incentivize in-hotel purchases.

This technology-based approach can tie into branding and messaging initiatives to expand the hotel’s mindshare. Branded guest messaging, whether done with mobile devices or other voice service technologies, solidifies a sense of connection. In short, holistic personalization increases the odds of turning first-time guests into repeat customers.

Hotel technology leaders understand the increasing necessity of personalization in winning guest loyalty. But they also understand the need to strike a balance between engaging their clientele and respecting their privacy and data security concerns. A forward-thinking technology strategy will include transparent safeguards to ensure guests always feel safe.

Bringing it all together on social media

A more proactive engagement with hospitality technology, combined with an energetic brand strategy built around personalization, will reap quick rewards. More specifically, a positive reaction will soon manifest itself in the form of guest reviews.

More hotels are realizing how critical social media channels have become to their long-term futures. Social media transforms satisfied customers into salespeople, promoting your hotel to potential visitors and touting its unique benefits.

Travel Media Group reports: “Beyond engaging with your guests and competing with other hotels in the area, social media is a cost-effective way to market your property or brand.”

Developing a smart strategy around social media interactions requires connectivity that creates a clear and steady path for engagement. Fiber and network solutions can be installed that not only exceed guest expectations but give the hotel IT team control at the hub. The result is a hospitality experience that not only fulfills the expectations of every guest but builds value for the hotel manager.

Expanding your hotel’s RevPAR today

Any successful RevPAR strategy requires a commitment to technology that fully engages management and staff as well as invites guest feedback. Deployed properly, this can be a way of exceeding guest expectations while simultaneously improving top-line revenue performance.

Can your hotel deploy technology in a way that embraces the unique expectations and buying behaviors of each guest? Can it help stimulate business by encouraging guests to share their positive experiences? Can your video and voice services pave the way to more holistic and satisfying engagements?

Finding the right technology partner is another way a hotel can leverage industry expertise and deliver success. Learn how your hospitality enterprise can be more proactive about capturing positive guest experiences and winning business, as well as other ways you can exceed its service goals today and tomorrow with Spectrum Enterprise solutions.