A recently published white paper by the US based digital customer experience agency MCD Partners presents the results from a survey among 1,000 American travellers about their views on hotel digital experiences (Tnooz). The study looks in particular at three major segments, namely family, leisure and business travellers.
DIGITAL EXPERIENCES COUNT
Across all three segments, there was a consensus that digital experiences on websites, in apps and on other digital channels were important. This confirms that the digital presence of tourism and travel firms is not only an extension of their physical store, but for travellers it represents an important part of the overall experience. Digital has developed into often being the first touchpoint for visitors, and there is never a second chance for a first impression.
DATA ENABLED PERSONALISATION
Big data is one of the buzz words these days, and data enabled personalisation is increasingly becoming a factor in achieving strategic competitiveness. Especially hotels are predestined to make use of data for personalising guests experiences. Surprisingly, the survey revealed that travellers are open towards personal data being used to increase the guest experience. Three in four travellers are keen for companies to make use of their data, in order to provide service excellence.
WHAT DIGITAL EXPERIENCES SHOULD INCLUDE
The graphic below shows what exactly consumers are looking for in a digital hotel experience. Many of the popular elements are connected closely to mobile technologies. Especially mobile check-in, mobile room keys and mobile payments of hotel bills are services that are increasingly becoming popular with major hotel chains. But certainly this field is still in its infancy and is likely to witness further innovations in the near future, as companies progressively realise that solid digital experiences are critical for developing customer loyalty.
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