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On-Demand Economy: What it Means for Luxury Resorts

Posted by Jennifer Martucci on May 11, 2016 3:36:24 PM
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Inn at Windmill Lane collaborated with high-end retail store Intermix to provide guests with bespoke shopping services. As part of this collaboration, Intermix arranges for personal shoppers for the Inn's guests.

 

“Convenience is key!”

That was Edward Villafane, GM of Inn at Windmill Lane, explaining his dedication to providing personal experiences to guests in an interview last year. He was discussing the property's new collaboration with Intermix, a high-end retail store with a location near their property. Here’s how the partnership works: the Inn's guests use in-room tablet compendiums to sign up for a personal stylist at Intermix to shop for them. As an added benefit, the Inn at Windmill Lane offers a $50 gift card towards their Intermix purchase. Seems like a no-brainer, right? A personalized stylist goes shopping for the guest while they enjoy the beach!

20150103_FBC941_2.pngThis is a great example of a luxury brand adapting to fit the on-demand economy today. Mobile devices are fueling the boom of on-demand services and consumers are expecting instant-gratification throughout their everyday life. This is impacting most industries in a big way – everything from home cleaning and grocery shopping to legal and medical services.

What's been fascinating is how slow the hospitality industry has been at adapting to this instant-gratification lifestyle. In a world driven by technology, where guest expectations are higher than ever, many hotels are struggling to adapt. 29% of hotels in a recent survey from Hotel Lodging Technology said guests expect technological progress faster than hotels can reasonably keep up with.

To satisfy rising guest expectations, hotels are looking for ways to offer more than ever, as efficiently as ever, but studies have shown that they tend to be slow to adopt new technologies. 15% of hotels say they are challenged by a company culture that resists new technologies.

A Silicon Valley 15-story hotel recently shared its previous process for responding to guest requests before adopting new tech:

  • Whenever a guest would call with a request or an issue, the front desk would log into the application, open a work ticket, then pick up the radio or telephone and call housekeeping, engineering or maintenance.
  • When they reached the right person, which could take several attempts, they would assign the job, open the application and update the record.
  • Once the job was complete, the front desk then had to rely upon the individual to call back and report the status so the ticket could be closed out.

These redundant processes are common in the luxury hospitality industry and are riddled with inefficiencies. As a result, hotels are unable to provide the highest quality service to guests. Building integrated, seamless processes through in-room digital experiences that address today's resort guest is the best way to build brand loyalty and keep your guests happy. 

When Mr. Villafane was asked what his guest’s response to the in-room technology was, he replied,” The reaction has been very positive. With so many guests already accustomed to using an iPad in their daily lives, guests feel comfortable with the technology and love having it at their fingertips.”

To learn more about ways hoteliers are adapting to the modern luxury traveler, click the link below. 

 Inn at Windmill Lane SmartTouch


 

Topics: Trendspotting