Understanding the impact of hotel digital concierges on customer satisfaction

Hotel digital concierges are becoming increasingly popular for hotels to provide personalized service to their guests. To put it simply, a digital concierge is a computer program or app that helps guests navigate their stay at a hotel by providing information about the hotel’s amenities, local attractions, and other services. These digital concierges can be accessed through a hotel’s website or app and often offer an AI-based conversational chat that allows guests to ask questions and receive immediate answers.  

One of the key benefits of using digital hotel concierges is that they are available 24/7, allowing guests to get the information they need at any time of day. The digital concierges are also a great value addition for guests in a new city looking for recommendations on where to eat or what to do or getting answers to how they can utilize the property’s amenities.   

What are the prerequisites for using hotel digital concierges? 

While digital hotel concierges can undoubtedly be helpful for guests, hotels must ensure that they are implemented and used effectively. A poorly designed or difficult-to-use digital concierge can frustrate guests and negatively impact their in-hotel experience.  

Therefore, hotels need to conduct user testing and gather feedback on their digital concierge to ensure that it meets the guests’ needs. The exercise is critical because if your digitalization efforts are ineffective, it can be frustrating for guests and may lead to counterproductive business outcomes.  

So, once you have sufficient data that justifies that your digital concierges can provide quick and accurate responses to guests’ questions and needs, you can go full throttle. Some of the initial benefits of introducing digital concierges include: 

Reduced workload on front desk staff: By using a digital concierge, you can allow your front desk staff to focus on other tasks that require human touch like upselling.  

Data collection: Digital concierges also help you gather strategically important data on your guests, which can be used to improve the guest experience and increase satisfaction. 

Eventually, when your digital concierges hit the ground running, you will also witness your operations picking up pace. Speed is the currency for hospitality businesses.  

 As Eric Pearson of International Hotel Group (IHG) says, 

“It’s no longer the big beating the small, but the fast beating the slow” 

The Impact of Hotel Digital Concierges on Customer Satisfaction 

According to a study conducted by Oracle Hospitality, hotels that implemented a digital concierge saw an average increase of 8% in guest satisfaction. Additionally, guests who used the digital concierge had a 10% higher rate of return and a 15% higher rate of recommendation to friends and family than those who did not use the digital concierge. So, it’s statistically proven that digital concierges make business sense. Therefore, it’s important to study the touch points where the concierges directly influence customer satisfaction. Here we analyze five major impact areas where digital hotel concierge better customer experience.  

1. Prompt Assistance 

With a digital hotel concierge, such as branded app installed on in-room iPad, guests can access immediate assistance at any time of day or night. Whether they have a question about their hotel stay or are looking for recommendations on things to do or see in the local area, they can receive a response promptly. It can significantly enhance a guest experience, allowing them to get the information they need without waiting for a response from hotel staff or trying to find it on their own. 

2. Personalized Recommendations 

One of the key advantages of digital hotel concierges is that they can provide personalized recommendations based on a guest’s preferences and past behaviors. For example, the same in-room iPad used for guest support can suggest nearby restaurants that serve the type of cuisine the guest prefers or recommend activities based on the guest’s interests. This level of personalization can make the guest feel valued and appreciated, leading to a more enjoyable and satisfying stay. 

3. Convenient Reservations for nearby attractions and events 

With a digital concierge-like WhatsApp automation, hotels can provide guests links to book tickets for nearby attractions, which also opens a revenue opportunity for hotels. It allows guests to easily make reservations or purchase tickets for events or attractions from their own devices. It saves them time and effort, as they don’t have to call or visit the hotel front desk to do so. 

4. Timesaving 

Hotel digital concierges like real-time brochures help guests save time by providing all the information they need in one place. Rather than searching for information about the hotel’s amenities or local attractions on multiple websites or asking hotel staff for assistance, guests can access the digital concierge for all the information they need. 

5. Custom Itineraries  

Some hotel apps offer the in-app ability to create customized itineraries for guests, allowing them to efficiently plan their stay and make the most of their time in the local area. It can be beneficial for guests who are visiting a new city and want to ensure they take advantage of all must-see sights or activities. 

Conclusion! 

Hotel digital concierges are a valuable addition to the modern travel experience. Not only do they provide guests with convenient access to information and assistance, but they also offer the potential for increased satisfaction and loyalty. From personalized recommendations and time-saving convenience to the ability to make reservations and purchase tickets, these digital tools have the power to enhance the guest experience greatly. While hotels must ensure that their digital concierge is user-friendly and provides accurate information, the benefits of implementing these tools far outweigh any potential challenges.