By Zhandra Gomez
A hotel’s guest directory is often regarded by guests as a valuable reference tool. Containing all the information they might need during the course of their stay – from hotel facilities and local attractions, through to F&B menus, local transport links, special promotions and links to booking systems, to name just a few. For hoteliers however, it is a valuable avenue towards those all-important, revenue driving, upsell opportunities. Upsell opportunities which can be maximised by showcasing the extent of the services and amenities available whilst at the same time enhancing the guest experience.
Increasingly hoteliers have recognised how important the role of the guest directory is in supporting the guest journey and driving revenue; and digitising this information adds to its benefits! Due to advances in mobile technology, operators and guests alike have been swift to adopt them.
Keep your app festive-friendly & enable ‘elf-service
Mobile ordering has seen unprecedented growth and market research reports all arrive at the same conclusion – it is firmly here to stay and only set to grow in the future. Reassuringly for hoteliers this growth in demand from guests is being met with growth in its capabilities. Adopting a digital approach to the guest directory means operators have the flexibility and resources to update any detail at the touch of a button without the need for costly and time-consuming re-prints of physical copies for each and every room.
And with a simple scan of a QR code, guests will get access to all the information in the palm of their hand as quick as they can say ‘snowball’!
As we look ahead to the most wonderful revenue time of the year, how then can hoteliers harness self-service and this flexibility to maximum effect for the festive season?
Drive incremental revenue with Christmas celebrations
Consider that alongside standard menus, throughout the festive season there are a number of different ways to extend your offer and revenue streams. This can include party packages, Christmas Day and New Year’s Eve menus and festive cocktail lists as well wider services and offers beyond just F&B, such as babysitting services and Spa packages. Each can be showcased within a limited-edition Christmas season section within the guest directory or alternatively, relevant offers and packages can be showcased within each department listing.
Likewise, you can highlight any additional offers or last-minute availability for Christmas parties, festive events, or New Year’s Eve bookings within the guest directory all at the touch of a button to ensure they are both visible and easily bookable.
Support local merrymakings
Now more than ever there is a focus across sectors on working with and supporting the local communities which they operate within. This is particularly true for hoteliers who often will promote or create particular packages in partnership with local attractions and events.
Hoteliers can now promote how they are working with local businesses and partners to showcase festive markets and events such as pantomimes and carol concerts. Such events can often encourage guests to stay for an additional night or be developed as part of a complete package to include F&B and tickets, for example.
Hoteliers can also use the guest directory to promote local charities or community projects they support and invite guests to make their own donations if they would like to as part of their final bill.
Boost guest engagement to maximise festive finances
Compared to a physical folder that often collects dust on the corner of a hotel room, crucially the digital guest directory offers operators the opportunity to reach, tempt and engage with guests anytime, anywhere in a way that suits the guest. This is particularly important during the busy festive period when time is best spent enjoying the festivities with their friends and family rather than waiting on the phone to make a booking, queuing at the bar or trying to flag down a waiter!
Guests are likely to spend more on activities and on food and drink during this period so operators need to ensure they are getting their share of that valuable festive wallet by making the guest directory digital first and mobile friendly, and easily accessible via a QR code, so they are in pole position to capture their guest’s attention and spend.
To find out more about how IRIS can support your guest directory and the solutions available please visit iris.net
