During consumption

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The strategy for AccorHotels is to re-attract the customer on its own platform by providing him with a wider choice and the ability to compare prices and quality of services. As a result, AccorHotels intends to double the audience on its own portal, which already reaches 170 million unique visitors per month in the world.

AccorHotels does not stop there and wants as well to compete with the new actors of the sharing economy. It has acquired Onefinestay (https://www.onefinestay.com) in April 2016 for 148 million euros. Onefinestay is the upscale version of Airbnb and focuses on the rent of luxury properties coupled with services. AccorHotels will invest 65 million euros to foster an ambitious worldwide development, which will enable it to multiply its revenues by 10.

This strategy enables AccorHotels to compete on each segment of hospitality: traditional hotels from low cost to luxury offers, online travel agencies with its platform and the sharing economy.

4.2. During consumption

When he arrives at the hotel, the customer starts his stay on-site. He is looking for mobility and a high-tech experience.

Customers now can use online check-in through the website (available from the redirection link on the confirmation e-mail) or through the app. A prior check-in liberates the hotel staff and helps them gaining in productivity so they can please customers with extra-service that are more valued.

If the customers have not checked in before arriving in the hotel, the registration is now more flexible and is synonymous of pleasure. The hotel staff uses tablets and mobile devices, which enable them to be more mobile and to help the customer to check-in at the bar, or in the lobby…

During the whole stay in the hotel, the customer can communicate with the staff through the app or instant messaging for any request. Starwood offer this service through its very complete app and Let’s Chat (please refer to 4.1. Before consumption).

To accompany this new mobile and digital experience, hospitality groups have found ways to match the growing customers’ thirst for technology. Technology is supposed to impress customers, to leave

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them with a positive experience, and at least it should offer a level of service as good as what the customer accesses while home.

 Hilton Worldwide: the digital room key

Hilton Worldwide offers a very complete app to its customers called “The Hilton Honors app”.

Thanks to this app, guests can check-in and out, select their room, make extra requests... from their smartphones or tablet. Even more, a new innovative function is available: the security technology allows smartphone to function as room keys! This function is today available in 700 Hilton hotels worldwide and will be developed to the entire Hilton network in the next future, and it counts already more than 10 million of users.

Figure 11: Hilton Digital Key Source: Hilton.com

Most of leading hospitality groups have developed this kind of very complete app where customer can order products or services directly from the app, and do not need to call or go to the reception anymore. If they need extra-pillow, room service, food… they have the possibility to order through the app and be delivered right away in their room.

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The interaction with the hotel is extended outside its walls with many partnerships like Uber. The guest can order a cab from the hotel app, that gathers information about the customer in order to offer personalized recommendations. Depending on where the customer is and when, he will receive notifications during the day about events and activities nearby. If the customer wants more autonomy, he can use the function “Fun Finder” to localize activities and facilities around thanks to localization.

This kind of services are the perfect opportunity for hospitality groups to gather data from customers and to create a strong relationship by offering convenient and pleasant services.

Once the guest has entered the room, he now has access to state-of-the-art technologies. The design of the rooms is modern, they have smart appliances and home automation that for example enable the guest to control temperature and lighting. Guests can enjoy new devices such as state-of-the-art television, smartphones stations to listen to music… And a high bandwidth is now available for free in most of the hotel as it has become a crucial expected criterion for a wide range of customers.

This modernization of the guest room is a real challenge for hospitality groups since it was a priority for 56% of hotels in 2016 (2016 Lodging technology survey, HT Magazine). The hotels have to match at least the level of services guests enjoy at home and should use it to differentiate by improving the customer experience.

Mama Shelter, an AccorHotels brand, offers iMac (Apple computers) in the guest rooms. Guests can enjoy free videos, TV, radio, a free access to Skype and others applications through the iMac. They can extend the content from their iPhone on the big screen thanks to the technology Airplay. The screens are used to promote the concierge services, activities available in the hotel but as well other events and useful information.

 Marriott: The high-tech experience & redesign of common parts

The entire hotel has been remodeled by technology and especially the lobby and common parts. The lobby is now the social and professional hub of the hotel and is key for nomadic business travelers.

The Courtyard San Angelo, a hotel by Marriott, has chosen to target business travelers by focusing on the design and development of its lobby.

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In the lobby is the “GoBoard’, a big high tech touchscreen, that is an informational television providing weather, news and maps. Customers can access local information about flights, restaurants around, traffic… they can download the content directly on their smartphones thanks to bar codes.

Some computers and printers are available as well, which is very appreciated for printing boarding passes and often used by families.

The lobby offers many options for seating: communal tables with chairs, semi-private pods, armchairs, sofas… As much as there are ways of working and sharing! The guest can either chose to be “alone together’ by seating alone on communal tables where the contact with other guests would be easier, or to seat in a back personal table, where he would not be disturbed.

Bringing a real workplace to customers is a high opportunity for hotels to make business. The more the customer stays in the hotel, the more money he will spend. Some bistro and bar services are available in the lobby.

Figure 12: The GoBoard in the Courtyard San Angelo lobby Source: www.marriott.com/

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Some hospitality groups go further by using advanced technology as early adopters. This is a bet for hotels looking for differentiation in this very crowded industry by bringing to customers a unique and innovative experience and delight them in a way they do not expect.

Marriott has deployed in two properties virtual reality headsets program to give the opportunity at their guests to take virtual trips to exotic locations. This kind of services are highly appreciated by customers as entertainment means but it also shows the ability of the hotel to innovate and set itself as the most advanced in terms of technology. Beyond taking advantage of the positive image that technology gives, the hospitality group use this kind of services to promote other properties by offering the opportunity to customers to really be submerged in the new environment and make them feel like visiting these places for a next trip.

Robotics is also more and more considered in hospitality. In fact, according to a HT’s study (HT is a review specialized in tech trends in the hospitality sector) 22% of hotels interviewed recognize a strong potential of the use of robotics in hospitality.

 Hilton Worldwide: The robot concierge “Connie”

Hilton Worldwide has worked with IBM to pilot a robot concierge called Connie, named after Hilton’s founder Conrad Hilton. For now, Connie is deployed at the Hilton McLean in Virginia. This robot works with cognitive technologies named Watson from IBM, that enables it to process information while interacting with guests, and then adapt and improve by learning all along the information it receives. Artificial intelligence makes system appreciate the world just as humans do through senses, learning and experience.

Connie works in team with Hilton’s staff to assist them to give the best experience to customers. For example, Connie informs guests about local tourist attractions, dining recommendations and hotel features and amenities to empower them having the best time during their travel.

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Figure 13: Connie at Hilton McLean, Virginia Source : http://newsroom.hilton.com/